Industrial Context - History

 1940/50s 

• Music videos based on soundies technology - 16mm film clips with a magnetic soundtrack shown in a specially designed jukebox 
• shown at nightclubs, bars and restaurants 

1960s

• Music videos were being used as promotional tools
• They were usually videos showing a bands live performance 
• The Beatles
• The Beatles fell into the conventions of live performances but they started to develop the music video genre 
• The band had feature length films made such as 'A Hard Days Night' promoting their new album 
• They began to use animation as part of their visual story telling in 'Yellow Submarine'
• The Band members were still heavily featured in the videos (as themselves or as caricatures) as to promote the band.
• Bob Dylan's 'Subterranean Homesick Blues' is often called the first music video with Dylan holding up cars with the songs lyrics. It was simple in structure but subverted the common expectations of music videos

1970s

• Technical advances allowed for more graphics to be used in music videos 
• Such things as green screens allowing for more visually dramatic and impressive videos such as Queen's 'Bohemian Rhapsody'.
• Shows such as Top of the Pops began with artists singing "live"
• Producers were beginning to see the power of music videos and their advertising potential so started to invest more money in them 

1980s

• MTV (Music Television) began in 1981 and was a platform for artists to show their music videos. 
• The first video shown in the service was 'Video Killed the Radio Star' by The Buggles
• Large scale videos such as Michael Jackson's 'Thriller' increased views of MTV again increased the popularity of music videos. 
• The video cost $500K, was thirteen minutes long and when released in 1983, was played 3 - 5 times a day
• Videos began being used as art forms using claymation, pixilation and stop motion animation 

1990s onwards

• There became a rise in music video directors such as Mark Rannek and Machael Gondry 
• In a more modern society, the spread of information has become fast and prolific with platforms converging into one 
• This can be seen with streaming services such as Spotify and brand such as Apple, Amazon and YouTube expanding their service to include music and music videos.
• Videos began promoting desired lifestyles of being young, wealthy and fun as well as sometimes using a bands large audience reach to raise awareness of problems such as Hozier's 'Cherry Wine' focussing on domestic abuse.

Audience Research - Audience Profile

My target audience is a 16 - 25 middle - market, aspirational demographic.

This diverse group of people are interested in such things as mental health and a balanced lifestyle. They are focussed towards sustainability, have aspirational plans for the future and find spending time with friends very important.

The age group being young adults means they have a stimulated focus on social media and often align themselves with celebrities and strive for celebrity culture.

The psychographic of aspirer means they are willing to spend money to keep up with the latest trends but their age range means they will do this is a money appropriate and sustainable way (such as buying from thrift stores). This demographic usually seek status (through social media or creating idealised lifestyles).

The demographic listen to all variations of music. This demographic seek escape so will mainly listen to  music that brings elation or happiness as a break from normal life revolving around education and success. They see music as a break from reality and a place to relax, to be and express themselves in a media orientated society. The key use of streaming platforms such as Spotify mean the demographic have very diverse styles of music as any genre or artist is accessible to them.

Points of Guidance and Mark Schemes

1. Successful candidates use appropriate techniques to link both products 
2. Using hidden intertextual references can extend the value of the online content and can drive the audience to search for more hidden references/"easter eggs"
3. Create a brand identity across the media products - this can be through a consistent use of logo, titles or graphics
4. Top level submissions can include additional features t the media products such as behind the scenes footage or still images to further engage the audience 
5. The video should use a range of shot types, have a clean editing style and pace.
6. In the top band, pupils may convey values, attitudes and beliefs in the videos constructing representations
7. Include as many technical elements as necessary as to demonstrate your understanding of the task and show your knowledge - don't hold back too much 
8. Concepts not matching the genre of the song were usually unsuccessful 
9. Navigation through the website needs to be clear and easy to follow 
10. the website shouldn't focus too much on the music video - they should be promoting the artist - for "fan" interaction

1. Application of knowledge and understanding of the media theoretical framework to create a media product
1. Wide range of appropriate media language techniques 
2. Demonstrate knowledge of media language 
3. Developed use of codes and conventions to communicate meaning 
4. Appropriate use of content and appeal that will create sophisticated meaning for the audience
5. Sophisticated construction of representations that will create developed insights int the portrayal of the events, issues, individuals and social groups in the media form
6. Demonstrate knowledge of the media industry 
7. Excellent realization of the brief - addressing requirements and all elements of the production detail
2. Application of knowledge and understanding of the digitally convergent nature of contemporary media to create meaning
1. Create meaning across the cross-media production 
2. sophisticated and coherent links between the cross-media products that shows awareness of using digital convergence to create meaning and engage the target audience
3. sophisticated use of techniques to create branding across the cross-media products - demonstrate appropriate, sustained and insightful meaning for the intended audience.

Potential Songs / Initial Ideas

Brimful of Asha (Norman Cooke Remix)

• Goodwin's theory - lyrics reflecting the video - could be used well. A charismatic lead would be needed. It again follows the rebellious, confident teen. Footage of 90s raves could be used as intertextuality.

Starman - David Bowie 

• The song is an anthem and the video could really show the almost floating, out of body tranquility the song creates. It could focus on a group of people and group/collective experiences 

My Sweet Lord - George Harrison 

• This song would be good for a feeling of unity - an anthem. It might be a bit slow but if sone right, innovative shot types and a clear storyline could make a great video. Spinning, circling camera shots as well as close ups could be used.
• The song is an anthem and the video could really show the almost floating, out of body tranquility the song creates. It could focus on a group of people and group/collective experiences 

Everyday people - Sly and the Family Stone 

• Anthem about unity and universal love 
• Simple steady, almost photographic, shots of people, groups and families 

Saturday Nights Alright (for Fighting) - Elton John 

• Some running late to pick up girlfriend to go out to a club ending with them sitting on a curb eating ice cream - stat with guy asleep them suddenly wakes up, title over shot of him in shower then getting ready same idea with girl 
• "Shakey" cam shots - show panic and contrast the still shots at the end with ice cream
• When the Saturday night lyrics come in they could be put as lyrics on the video such as "Step" by Vampire Weekend

Big Yellow Taxi - Joni Mitchell

• I would like to use animation (stop motion or drawings) added into the shots 
• For example the line 'took all the trees, put them in a tree museum' would have a person standing in the doorway of a museum with drawn tress growing in front of them (the shot would make the person look small and daunted)
• The song is a message about societies inability to see what they have (until its too late)

M79 -Vampire Weekend 

• Idyllic city shots - following someone round a city 
• Shots sitting in corner of a party (zooming into his face, blurring out the people dancing) but then jamming out in room 
• Main band members singing to camera
• the band also reflect the young adult college demographic 

Harmony Hall - Vampire Weekend

• This song is a happy upbeat song
• I would aim to create a fun, excitable, teenage summer rebellious mise-en-scene 
• The song has clear sections to it - 
• The song allows for a cyclical story line with a slower paces start an end
• The main bulk of the song is upbeat and a fast tempo allowing the enjoyment of an anthem to show through 
• I would also be interested in adding almost psychedelic shot

Town Called Malice - The Jam 

• A well-known song about rebellion and ideas of youth culture
• The song would allow for a quick editing pace 
• A charismatic lead singer would be needed 

All my Friends Are Falling In Love - The Vaccines 

• The song is consistently upbeat allowing for a fast editing pace 
• There is a good repetitive chorus 
• The songs lyrics fit into the target demographic 

Walking on Sunshine - Katrina and the Waves 

• This song is happy from the outset 
• It is well known and loved by all generations due to its timelessness 
• I would possibly use a mixture of narrative and performance in the video as i would like to reflect the joy the song creates 
• I would like to showcase natural/everyday beauty through a variety of shots and scenes - not being too constrained 

General points:

• I would like to use/recreate iconic film shots or art as part of intertextuality on the video
• I would also like to start or end (or during) the video with people answering a question - such as, 'What does love mean to you?' - to create a sense of calmness and togetherness in the video. Vulnerability showed may create a more personal feel to the video and can set its tone as the audience will be asking themselves the same question throughout the video.
• It would be interesting start the video with a stop motion claymation of such things as a flower growing - subverting music video stereotypes and could add a message to the video - setting the videos miss-en-scene (vibe)

WEBSITE/ONLINE

• It would be nice to add stills to the online page maybe editing them (such books as the Dune 2021 film images) - this would further interest audiences and could add an extra emotive layer to the video.
• Would need to keep the same brand identity throughout 
• BTS reel could be a similar style ("vibe") to the "NOWNESS" - 'A New York Moment'.

Exemplar Music Videos

Rex Orange County - Sunflower 

• I like the relaxed, laid back style of the video. The lighting shows happy, sunny, easy days and reflects the LA - North Hollywood skate scene (with the background actors and the director being a part of that culture)

Vampire Weekend - Step 

• The use of bold text is striking to the viewer and is a different take on the genre of a lyric video. The video being still shots of a busy city reflect the simpleness and calmness of the song 

The Velvet Underground - After Hours

• Obvious use of Goodwin's music video theories - lyrics reflecting the video (images). The dreamy, blurred lens reflects the songs aesthetic being like a daze. The obscurity of the band is reflected. Its obviousness is similar to such music videos as Bob Dylan's - Subterranean Homesick Blues 

Blur - Parklife

• The song is a satire of British values which the music video reflects. its fun almost cheeky feel reflects the values of the band whilst also reaching their teenage target audience. Much like the Sunflower music video, the messy, fun mise-en-scéne is enjoyable and captivating to watch.

Red Hot Chilli Peppers - Can't Stop 

• This music video is a perfect example in reflecting a bands style. The messy, confusing, mismatched use of different scenes and shot types (from a far shot to a close up). the video is fun to watch and perfectly targets their new and existing audience.

George Harrison - My Sweet Lord 

• The music video is treated more as a shot film. it has fun intertextuality with images from Harrison's albums and celebrities (such as Ring Starr). The story of the video parallels the feeling of the song and the message behind it - peace, discovery, tranquility and togetherness.

Ariana Grande - Thank u, Next

• The videos purpose of intertextuality. the use of films in the coming of age, rom-com genre create the feeling of the video. it reaches Grande's teenage target audience. The video is enjoyable and although having many scene and groups of people, Grande is still the centre of the video.

Brief 4 - Music Video and Online

 I have chosen Breif 4 - Music Videos and Online

I have chosen this brief as I feel it will allow for my creativity and my love fo films and music to come together and produce work that I am enthusiastic about.