Introduction
Information in this blog will inform the College’s record label to help them make decisions about whether they should diversify
into music videos for their signed artists. It will look at why a music video is created, who is involved in making a music video and the purposes of the music video. In the second part of the assignment I'll be looking at styles, techniques and the conventions that have been used in making successful a music video.
Task 1
Promotional
Music videos are an increasingly popular and successful means in promoting a song or musical artist. The Musical Video is primarily used as a marketing tool to attract attention to sales of a 'song' and hence make money for the record label and recording artist. The Musical Video can help the 'exposure and expansion' of the artist's profile within the industry. It can help the audience have a better understanding of the song as well as entertain and prompt a reaction from the audience to help them remember the song.
For example the music video that has had the highest number of views is 'Gangnam style'. The number of views on Youtube totalled more than 2 billion. This song and video was made in South Korea, but this song is shown to everyone across the world e.g. Britain and America etc. The song became memorable because a distinctive dance was shared with the audience through the Musical Video. The following clip from Youtube shows this - https://www.youtube.com/watch?v=9bZkp7q19f0. This is video clip of 'Gangnam style' - showing the performer Psy's take on Gangnam (sophisticated area in South Korea) Style. This music video is funny, though it is actually making a 'dig' at 'poseurs and wannabes'. People see it as a funny music video. It draws people's attention to the music and also is an illustration of the song.
Extension of income
Music videos can help generate and increase the amount of money for the company that made the music video as well as the record label and the artist. The video helps to attract the audiences' attention and can help boost up the sales for the album by raising audience awareness. The rights to the music video can be sold to tv companies, eg MTV to be shown to audiences or can be produced on a DVD which can increase the profit margin further. A music video may be able to not only extend the income of the artist for making the music video but also extend the interest in the song/album thereby increasing sales over a longer period, e.g. Michael Jackson's song 'Thriller' made over $500 million worth of sales and Michael Jackson himself banked over $120 million. It also helps the artist to raise their profile so people will see him or her more often by making more music and uploading them on the internet.
Extension of outlets
The artist is allowed to upload their music videos into different types of outlets. For example, music channels - MTV, websites, youtube and smart phones etc. Artists do this because they want to double or increase their money and make a profit on the music videos, as well as improving their profiles, reaching a larger audience by 'flooding the market'.
Synergy
What is a synergy? Synergy is where two types of media sectors work together on the same product - for example film and music. This is where a song and musical video can help to further promote a new film. A good example of 'Synergy' working successfully are the 'James Bond' films - eg 'Skyfall' was a successful chart release for the musical artist 'Adele', it was the opening song to 'Skyfall' the James Bond film. The Musical Video - 'spliced' sequences from the film to shots of the artist singing the song and by being linked the film helped to further sales of the song as well as 'views' of the video. This was repeated for 'The Writing on the Wall' by Sam Smith which is linked with the James Bond film ' Spectre'. https://www.youtube.com/watch?v=_4gdhsVKTcs. This is a link for 'Skyfall', sung by Adele. This video clip shows film and music working together on one project.
Producers' strategies
There are three options - major labels, independent labels and artist self-produced.The music industry is dominated by four multi-national corporations. These four multi-national corporations are:
-Universal
-Sony music
-Warner brothers
-EMI (electric and music industries)
These are referred to as the 'majors'. These are backed by 'conglomerates', which are industries involved in film, TV and electronics.
An Independent label is where a major company may own or license a series of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genres. Such companies are known as 'major-independents' and are made up of:
-Virgin
-Columbia
-RCA (Radio Corporation of America)
-Island
-Syco
There are also a large number of small companies with little or no connection to the 'majors'. These companies often work with a small number of acts which specialise in particular musical genres, eg Hip Hop/Dance/Rap etc. An eg is Warp Records. These are independent producers. Independent labels often see their work as an art form rather than just an advertisement for the music industry. Independent producers may use their work as a 'stepping stone' to further their careers in the media or film industry.
What is an artist self producer? An 'artist self produced video' is where someone is doing their own recordings and their own music videos and uploading them onto the internet for the whole world to watch and enabling the audience to comment about their music video and also the music that they have produced. These producers are often unknown and are using their work to promote their careers. Artist self produced videos have small budgets which are usually funded by the artists themselves. Youtube is a vital resource in helping the artist to produce their own music video. It might help them reach great success.
Task 2
To help illustrate and explain the styles, conventions and techniques
found within music videos I will use examples of how a particular popular musical artist - 'Daft Punk' have developed them in their own videos.
Style
Music videos use a wide range of styles of video making techniques, such as animation live action filming, documentary-style, narrative (storytelling), parody etc. Some music videos blend different styles, such as animation, music, and live action. Combining these styles and techniques has become more popular because of the different variations that may be presented to the audience. Many music videos interpret images and scenes from the song's lyrics, while others take a more 'thematic approach'. Other music videos may be a filmed version of the song's live performance.
'Daft Punk' are a DJ and rock band that are owned by two french .The purpose of Daft Punk is that their music though fun is giving a serious message. Two band members wear robot masks and that their music is a blend of electronic, hip hop, house and pop music. Their use of unusual costumes gives the band a mysterious feel as they main 'stars' are anonymous. Daft Punk, in their 10 best videos, have used a variety of different styles including live action ('Robot Rock' directed by Daft Punk), narrative ('Technologic' directed by Daft Punk), animation ('One More Time', directed by Kazuhisa Takenouchi and abstract ('Da Funk' directed by Spike Jonze), all directed by a variety of directors (including Daft Punk themselves) sharing a social commentary. (http://uk.complex.com/music/2013/04/84002-the-10-best-daft-punk-music-videos/da-funk)
Conventions
This is where the audience tries to understand the song and the music video. The music video can be presented to the audience in a number of different ways -
eg a literal interpretation of the lyrics - an example of this is Daft Punk's 'Robot Rock' showing the robots playing the instruments; the video can extend the song's meaning - emotional or social message - Daft Punk's 'The Prime Time of Your Life - making a strong social message; the video can link or refer to other things (eg films etc) - Daft Punk's 'Derezzed' - linked to the film 'Tron'; and also can look at 'collaborations' linking to other artists - in the video clip 'Get lucky' Pharelle Williams is singing directly at the camera while the band are carrying on playing their instruments in the background. They did a close up of the instruments while the band were playing their instruments.This video depicts a collaboration of Daft Punk and Pharelle Williams and Nile Rodgers.
Techniques
Techniques is where the back stage crew are using different types of techniques while filming a music video. For example they may of added more colour to the picture. What type of techniques the cameraman has used in the music video. https://www.youtube.com/watch?v=h5EofwRzit0. This is link of a music video by Daft Punk. The song is called 'Get lucky'. Techniques used in this music video are where the editors have edited clips in time with the music, ie maintaining the beat of the song. They've zoomed closer onto the musical instruments and also they have zoomed onto the band members faces including the robot faces. They did one shot of Pharrell Williams singing of 'Get Lucky'. They have added more colour to the costumes to make the costumes brighter enabling them to stand out from a black background. 'Cutting to the beat' is a popular technique where the video is cut to the beat and tempo of the song.
Intertextuality is also a popular technique used in music videos, where one media text (a music video), references another in an affectionate way ie as a tribute.
Miming and Lip-sync is a well-established technique of the music video, where the artists will often mime and 'lip-sync' in their videos to connect their image and performance to the sound of the song. This is where they 'pretend' to sing the song as if they were singing it live.
Visual effects are often popular in music videos and have provided opportunities for experiments. One technique used is 'Chroma Key'.This is a special effects / post-production technique for 'layering' two images or video streams together based on colour hues ie the chroma range. This process is often called green-screen. Green screen provides opportunities to make the music video more exciting to watch while working on a tight budget - eg you don't really have to go to New York to film a storyline.
Conclusion
What the college should do next, is to ask the students to produce their very own music video. While using a mixture of techniques such as visual effects where the quality can be enhanced but the budget can be kept at a very low cost.
References
youtube
Daft Punks 10 best music videos
Prezi (style, conventions and techniques)
Wikipedia ( music video)
