The Music Industry & Social Media

The way artist communicate with fans has progressed throughout the year. The biggest movement has been social media. The use of social media to get music videos across has impacted viewings and is just another way people are able to consume music. Social media sites have developed from Myspace, Facebook to Twitter. The use of hastags have recently blew up in popularity and has affected an awareness of a music video an example #AnacondaOnVEVO this lead to more than 240,000 tweets about the video and broke the VEVO world record with more than 19M views in less than 24 hours. The fans are able to share the video worldwide and socialize at the same time.

In other cases social media is the foundation of an artist, a prime example is Jessie J. By the time Jessie took over the internet with this rendition of her own song mama knows best she was already signed to a label for four years but had trouble getting off the ground and releasing her own original music which her label were against. Thanks to Youtube this video gained over 1 million hits in one week and Jessie J was able to get picked o by another label with an array of new fans behind her. Youtube allowed her to breach out to the world and her original music continued to grow in popularity.

RESEARCH: Music videos that I particularly like:

There are several music videos that I personally like, for a variety of reasons.

Little Mix- Wings:

I like the music video mostly because of the graphics used. For each singer there is a different theme behind it which illustrates their personality. The colours used are bright and bold, which stands out as it's eye catching. I also like the camera work used and the camera movement; the effects used such as the 'earthquake thudder' works really well with the dance moves, it's like the viwers can experience it firsthand because the cinematography takes you through a journey.

Beyonce- Pretty Hurts:

I particularly like this music video because the video itself illustrates the lyrics. Because of the variety of shots and costume changes and locations, you never get bored of watching it. The lyrics conveys a message and that is illustrated throughout the music video.

Coldplay: Paradise

I like this music video because of the vivid colours. This is a disjunctured music video, its not really related to the lyrics.

Wilkinson- Afterglow:

I really like this video as it's really creative. It looked like it took a long time to make; find the right shots etc. Everything looked as if it was played out, every shot, ever subtitle. I liked the way the story was told throughout the music video, it was put together really creatively. 

Rihanna- rude boy:

This music video looks really good visually, the colours and imagery captures your attention. I liked the use of graphics, a lot of time has been put into this. The different costume changes and sets make it look visually exciting. 

Collaboration Between Designers & Artist

RESEARCHING: Social sites & Music Industry

RESEARCH: Codes and convention in music videos:

Mainstream Vs Indie (One Direction Vs Lanterns On The Lake)

The music industry are made up of two different parts you have mainstream where artist such as one direction get signed to a major record company and are flooded with resources, and then you have artists such as Lanterns on the lake where they are signed to a small company with not a lot to go by.

One direction are known as a manufactured pop group. They were formed on the XFactor by Simon Cowell and were taught how to dress, how to act, and how to interact with their specific fan base teenage girls. One direction have a large ‘machine’ behind them which brings both advantages and disadvantages. Where as Lanterns who are a self made ground who are signed to an independent label do not have this ‘machine’.

                                                                                             

Importance Of Picking The Right Record Label: 

Picking the right record label is important to an artist. It can build their image but can trap the artist within a specific market. The factors to look at when an artist is picking its record label are:

Target Audience

Being Manufactures Vs. Authenticity 

Independent Vs. Major Label

Target audience

Target audience is important to think about when picking because the age range of labels are different for example Hollywood Records are mostly based around young girls to teenagers (9- 17). Choosing the wrong label can leave you stuck within a market that may not be for the artist. Especially in a label such as Hollywood Records there is always going to be a new teenage recording potential star and fans in this age bracket will always move on. So in a dynamic market its important to keep up or the record label may drop the artist if sales are continuing to fall therefore picking the right label according to target audience is essential.

Another reason is growth. Growth is important to an artist being stuck in a age bracket that does not allow you to expand is dangerous as the fans may not grow with you. A good example is Ashley Tisdale and Vanessa Hudgens from the hit movie High School Musical. After High School Musical both Ashley and Vanessa got signed to Hollywood Records as they were in High School Musical their target audience was very clear however she moved on to Warner Bros. Records as she wanted to expand and grow as an artist and her audience whereas Vanessa Hudgens stayed on to Hollywood Records however she was not able to turn her image and sound around because of their target audience bracket.

Being Manufactures Vs. Authenticity and Independent Vs. Major 
Some record label manufacture their artists so that they are able to sell more records. This may mean having a bigger budget in terms of production and image as this is usual done by major record labels.  However there isnt much freedom when it comes to music and image. They teach you how to act what to wear and sing because everything the artist does is targeted to their audience. Authenticity matters to more artists than others because they just want to make music. Whereas smaller independent labels let artists to true to their music which is often quite simple mainly because of the budget however the artist is fine with it as they are focusing on music.

RESEARCH: Mainstream VS Indie

 VS

Overall both mainstream and indie have their advantages and disadvantages although mainstream out weighs that of Indie as with a higher production budget more money is made and the music can be deliver to the target audience easily.

Mainstream vs Indie research

RESEARCH: Advantages and disadvantages of Mainstream Vs Indie.

POP Princesses

RESEARCH: Costume, Setting and Location in Music Videos

Individual task on analysing costume,setting and location.

Our task during this lesson was to do an individual task on analysing costume, setting and props used in music videos.

The video that I watched was Read All About it part 3 by Emeli Sande and Professor Green. In this video the singers are dressed in very casual clothing  and the young boy is dressed in typical boys clothes to represent him as being just like all the other boys. The types of locations used in this video were a massive warehouse, a house and inside the home, a tunnel, a massive field and the boys room. This means that they have used 4 or 5 base tracks in this video, which means that they must have spent a lot of time recording the same scene over and over again to make sure that it all adds up properly. I think it is very good the way that they have used the different locations because it makes it interesting to watch and entertaining for the viewer. The boys bedroom is a very important location in this video because it illustrates the lyrics about how children go through rough times. This location was very well used because this was when the boy just started breaking things in his room to show that he is angry with his father.

Here is the actual music video:

RESEARCH: Analysis of Costume, setting, and location in music video genres:

  Rita Ora- 'I will never let you down' (HIP HOP)

USE OF COSTUME:  Throughout this music video, the singer has changed costume 5/ 6 times. in each location, she wears something completely different, her accessories and make up are different too. The costume change links to the lyrics- she wears the pink coat, and starts to dance during the chorus. The way the video starts- is shown as black and white, and this used used very effectively. We see black and white photographs of the singer, which then leeds to a colour photo shoot  The whole music video is about technology advancing, from black and white, to colour. The costume is typical to this genre, which is hip hop/ R & B. As she wears bright colours, less clothes- which is a common thing in this type of genre. 

USE OF SETTING AND LOCATION:  In total, we have about 6 different locations. The costumes and setting do link; some parts of the video were filmed in a corridor, and she had a 'ghetto' or 'chavy' type of look. She wore heavy jewellery, crop tops and snap backs. the rest were filmed outside, and on different sets. None of the locations are well known. 

USE OF PROPS:  There weren't many props in this music video, but photography could be seen as a key part of this video. This helps show the development of photography. 




Foxes- 'Youth' (POP)

USE OF COSTUME:   There has been 7 different types of costumes in this music video. The costume changes after every chorus, and verse, and it does so during the whole video. The costumes are completely different to one another, the circus setting links to the costumes, it's something you'd see a circus performer wear. The variety of costume changes are typical in POP videos, but this video is random and weird, so it might not be seen as typical. 

USE OF SETTING AND LOCATION:  In total, there are 7 different locations, in some ways the costumes and locations to interact. The first shot was of the artist, in black and white, in a plain room. She's wearing vintage clothing, so this may shows development into colour. And when we see acrobats and people blowing fire, the costumes relate to the  setting of a circus. There aren't any well known settings or locations used. The setting are pretty random, we see a circus setting, an abandoned building, her sitting up a tree etc. But the setting does connect with the lyrics in someways. 

USE OF PROPS:  We don't actually see any specific props, but fireworks and fire are shown throughout the video, it's not a prop but it does happen quiet a lot, e.g fire works. 




Trey Songz -'Na Na' ( R&B)

USE OF COSTUMES:  There are 5 costumes used, but they aren't that different. Every time we hear the chorus, we see different costume changes. The actual lyrics don't really match the video, but we see him working out with many girls. Most of the girls in the video are pretty much half naked, we see shots of their figure and how they look rather than of the artist. 

USE OF SETTINGS AND LOCATIONS:  There are 5 locations, first of which is on the streets, we then see the alleyway, which leads onto three different rooms, one for weight lifting, one for boxing and the other sit ups and such. the setting links to the costume as they are wearing sportswear, but more revealing for the females in the music video. No well known locations are used. 

PROPS USED:  The props used are weights, and sports equipments, once again these props link in with the 'sport, working out' vibe.  

Analysis Of Costume, Location and Props Within Different Genres

(Lady GAGA - Poker Face) (Synthpop)

Costume 

Within the video the costumes are quite theatrical and body fitting reflecting the choice of lyrics. Its not the basic top and jeans but leather cat suites with 3D sculptures on. Poker face being released quite early in her career, she was trying to establish her self as an artist by showing and creating an image. Within the whole music video there are 5 different costumes all together. Each specified to an location where the cat suite is used by the pool, the one piece swim suite is used as she’s dancing which gives her the freedom to move. The genre of the music is pop. The costumes within the video reflect the genre as their out there, not conventional, fun and the audience are able to see how they have experimented with different designs.

Setting/Location

8 different locations are used within the video both external and out. Mostly internal except for the dramatic entrance and as she’s dancing. Although Not many of the locations link with the song in particular the scene/location where she is playing poker reflects the song title and lyrics as she sings ‘Gambling is fun when your with me’. However when it comes near the end as the song mellows down. We see her in a stripped environment with neutral colours and man. This corresponds with the tempo and shows the vulnerable side of her.

Props

In Pop music videos in general there are many props within a music video as it makes it look interesting and sometimes can be used for humour. Within Lady GAGA’s video we have the two huge Dalmatian dogs at the begging as she steps out of the pool which immediately captures our eyes and then we have the use of the glasses which light up saying ‘POP Culture’ which defines her genre and the artist she will be. There are also props which go along with the lyrics again referring to the use of poker cards and the whole theme of poker. Each of these props reappear, not by accident but because of the editing.

(Cher Lloyd - Oath) (POP)

Costume

Cher Lloyds fans are specific to teenage girls which means when it comes to costume she has to fun, interesting but at the same time she has to have something her fans don’t which makes them love her even more as they want to be like her. The video is a ‘best friend anthem’ starting with detention in school so the costume is preppy but at the same time has an edge to it. The costumes within the video reflect both Cher’s and Becky’s style. As establishes artists their fans know their style and expect to see it especially in a pp video. The costumes are very bright and colourful as its an upbeat song and goes with the mood. There are 3 costume changes one for detention another for the base track of her in the studio and the last one when she’s chilling with her friends on the beach or in a store/dry cleaners.

Setting/Location

There are approximately six different locations both internal and external. As it starts of in detentions then her and her friends of of detentions and just hanging out to Becky in an studio, same as Cher and then with a nice setting of a car and the beech to end it off. The storyline and different locations link with the song as its all about having friends/bestfriends around and having a good time being young which shows throughout the video. They have kept it simple but effective just an average teenagers life in a 4 minute video.

Props

The video has 3 significant props one of which is product placement for ‘Just Dance’. The use of the car is one of the significant props as it is shown early in the music video and then throughout, the car symbolises the memories her and friends shared for example ‘Crashed your dads new car’ which is in the chorus, the most popular part of a pop song. The second is the lockers which establish the whole theme of the video the teenage prep school vibe and shows the edger side to the video as Becky raps her part. Finally the Wii game not only is it product placement but also shows them having fun and enjoying themselves as best friends do. The fact its a Wii game/consol it will be recognised by everyone watching and will stick in their heads.

(Carrie Underwood - Before He Cheats) (Country)

Costume 

The costume within country videos are very comfortable, this is due to the fact its more about the music than the image. Although this video costume is comfortable there is narrative behind it which explains the costume changes. There are only two costume changes one all black leather ensemble which is used as she walking down the alley with the bat in her hand which shows she is up to no good and is in a dark place. Followed by her with her band in a parking lot just singing to the camera making eye contact to engage the audience. All in all the costumes are basic and stripped back unlike Pop where its more about the performance.

Setting/Location

Altogether there are 4 different locations. This includes the outside of the night club, alleyway, car park and the open road. Each location linking to a costume and the lyrics of the song. The target audience for this song is obviously not everyone but people who prefer the taste of country therefore as they show the ‘Bourbon Street Blues and Boogie Bar’ which may be popular in Nashville where its located.

Props

The most popular props would be the car and the bat as they are the main focus in the chorus (“That I dug my key into the side of his pretty little souped up 4 wheel drive”) the whole idea of destroying something he loves is portrayed within the chorus. The audience can see throughout the video the different parts of the car she has destroyed in time with the lyrics, this shows she’s illustrating the lyrics rather than amplifying.

(Jennifer Lopez - Get Right) (R&B)

Costume 

The whole synopsis of the video is about a bunch a women played by the artist herself who are just in a club listening and looking at the music video, making it a music video within a music video. Their are different costumes for each character that she plays to represent them for example the women with the jumper is obviously a person who just came to have a good time after work. She is wearing conservative clothing but we see she’s having fun with a glass in her hand drinking alcohol where as the dancer is wearing something more skin showing for male gaze at the club each costume represents their character and personality. Because its a glamorous club the outfits within the club are quite luxurious, even the music video showing in the club. Jennfier lopez is wearing clothes celebrities can afford with different designer labels which separates the video from the actual music video.

Setting/Location

Within the first two minutes of the music video there are 6 different locations and 7 altogether. However all the characters end up in the same place the club. Again the link between the costumes and different areas of the club and who they are as a person for example the celebrity appearance of Jennifer Lopez is in the VIP section and she’s all dolled up.

Music video research: A2 Student video

As part of our research we have had to watch a couple of videos from the previous A2 group. There is one video that is my favourite out of all of them. This video is very interesting to watch because it is very fast paced. There are a lot of different types of shots and angles used in the video. There are also moments where the main actress looks directly into the camera to try and connect with the viewer. They have also used 4 or 5 different locations to film in which has made the video very interesting to watch and you can not get bored of watching it. You are able to tell that they have spent a lot of time on editing this video because all of their shots fit very well with each other and the lip syncing is done very well. They have also considered things such as lighting,for example in the first scene it is very bright and they have also considered costume. The 2 main actors change what they are wearing through the video to make a change.
21. Khadeeja, Romy, Andreia, Luke from 283goswell on Vimeo.

RESEARCH: My favourite music video from a previous student!

This was my favourite music video from last year! It's group 21 and I just loved how fast paced it is and the frequent setting changes. I never feel bored watching this music video. I have noticed with this and other lots of the other previous music videos none of them look very enthusiastic and it comes across in the video. The main girl in this video is the most enthuastic out of all the previous students I have watched but I think the music video would be better if everyone had a bit more energy. So I will remember this when making my music video.

 

fav music video - Video Maker

RESEARCH: Review of my favourite previous student videos, and least favourite:

Group 21: 

This video contains 4/5 different locations, it contains various amounts of shots and camera angles. I particularly liked this video compared to the rest because it was visually pleasing. Graphics was used throughout the video which gave it an edge and make it more appealing that the others. A narrative was used and it was mostly based on performance. There were 6/7 base tracks, all from different angles and positions. The structure of the shots change: when theres a new verse, theres also a new location. I'd give this music video 40/40 purely because it's creative and well structured. 

Group 28: 

This video is also a good music video. It contains 6/7 base tracks, there are a total of three different locations, each location represents a new verse from the lyrics. The use of hand held camera is used very well throughout the video, and the lighting is used well too. However some shots were overused in the beginning. There were different angels which made the video more appealing. Costume was also used well, tree were three different costume changes, again when theres a new verse. Performance was a key part of the video- when she was playing the guitar. I would have marked her 37/40 

Group 01: 

This is one of my leasts favourite student music videos, partly because the lip syncing is totally off, probably in one base track he managed to lip sync in time with the music. There isn't much costume changes, and it looks like it was filmed in under three hours.  We only manage to see two different locations, the camera angles are the same throughout the video which make it look bland and un appealing. When it comes to the shots, most of them are the same shots, which does end up getting very boring. The flash backs are a good effect however, especially making them black and white- showing the past. I'd give this video 23/40 

Group 04: 

This is probably my least favourite music video, there are many reasons for this. The colours are dull and bland. No contrasts is used, and it makes the footage look dim, making it unappealing to the audience. Poor framing, the singer is placed on the far end, rather than the middle. There were too many repeated shots, which makes the audience bored easily, and the lip syncing wasn't good at all either. For some reason, the male in the video started to move his lips for no reason whatsoever. The storyline was confusing, we didn't realise what was actually happening the what we saw wasn't illustrating a story. The locations used were pretty much the same, and there weren't that many base tracks; also there was barely any costume changes. On a whole, I'd give this video 15/40. 

Review On Previous A2 Student Video

This particular music video stood out as their are many praise-able elements, from camerawork to editing and location. I can see they thought about location as it fits well with the theme. Although they may have over used the location with graffiti on the walls the music video is still eye catching as its bright, current and isn't plain and boring. The effects used were relevant and not overused or underused they used just the right amount.The different types of editing made it more enjoyable than watching the same one over and other again. The attention to makeup and costume is also a strong element they didn't just shoot the video in their normal day wear they made an effort with the use of costumes and the chose of makeup such as the black lipstick. When it comes to the camera work the positing of each person is really affected as they switch throughout. They didn't cut off the top of their heads which was common within the other music videos and the variety of shot types used was effective as it shows them from different angles and positions.

Mulvey's theory on representation

Laura Mulvey once said " In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female, The determining male gaze projects its fantasy onto the female figure which is styled accordingly". What she means by this quote is that women are represented in a very negative way, they are sexualised in videos and represented as being an object for guys to look at. Music genres such as rap are very bad at representing women, all you see in rap videos is half naked girls in cars or houses surrounded by guys smoking,drinking and showing off their money. These type of videos represent women as just being an object for guys, it does not represent women as being intelligent or having good personalities. Personally I think videos like this are disgusting and vile. Women are so much more than just a thing for guys to look at, but it also brings up the problem of the mindset of guys. There are so many videos on the internet right now but we would be able to change the way that women were represented if guys started to stand up for women. If they decided that they want to see music videos where the women is not half naked, but videos where the women are represented as being beautiful, intelligent and having good personalities. A good example of a video which fits into this representation that Mulvey talks about is the Anaconda video by Nicki Minaj. 

It is horrible to watch this video and see the way that she has represented herself. Through nearly all of the video she is nearly half naked and just shaking her arse everywhere. This video fits perfectly into the typical representation of women in music videos. 

RESEARCH: Mulvey's Theory on Representation

"In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects it's fantasy onto the female figure which is styled accordingly" - Laura Mulvey, 1992

What Laura Mulvey is saying here is that the male preference of females in how they look and act is how society represents females. In music videos this would equate to the camera having embodied what a male desires and everything shown on camera being to please a male audience. This reigns true in the majority of pop videos nowadays although there are some videos that challenge this. Here are some examples...

  Nicki minaj's music video to 'Anaconda' caused quite a stir in the music world due to how outrageously blunt it is in terms of women being portrayed as sexual objects. Some may say that this is a perfect example of what Laura Mulvey is trying to say, although it can be also said that Nicki is challenging this. The video is set in the jungle, a kitchen and a gym. The last two both settings commonly associated with women. The ideals of women having to be able to cook for their husband while staying fit come into play here. The video can be seen to be mocking these idea's instead of conforming.

 

On the other hand Jennifer Lopez's song Booty ft Iggy Azeala is a prime example of Mulvey's theory as even the song it's self is about ideals of a womans appearance (having a big bum).

 Taylor Swifts song "Shake It Off" contradicts Mulvey's theory however. In this video she mocks herself for not having a sexualised image. The video involves her goofing off in front of different genres of dancers, some stereotypical to music videos.

Robin Thickes song Blurred lines caused quite a stir as it was deemed as derogatory towards women and the original video was deleted from youtube due to it's explict nature.

This representation of women is common throughout all music genres although more so in rap/hip hop music and pop. I think Mulvey's opinion is definitely still relevant to todays society, perhaps more so than ever if you look at some of the videos seen above.

RESEARCH: Laura Mulvey:

Laura Mulvey’s Theory (Nicki Mianaj - Anaconda & Jennifer Lopez - I Luh Ya Papi)

“ In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The deterring male gaze projects its fantasy onto the female figure which is styled accordingly” (Laura Mulvey, 1992)

In my own words I believe she is trying to say where men are the more dominate characters in music videos females are ‘passive’ and lack a role but remain objects. This is seen where females are dressed in a sexual way for ‘male gaze’ and are shown as decoration on purpose. 

Conventionally especially in the genre of hip pop/rap women would be made to look provocatively  with loads of skin wearing less than nothing on. The cinema position the audience as male. The camera gazes at the female objects on screen often framing the character watching the female. Traditionally women in their appearance are coded for a strong visual and erotic impact for example Nicki Minaj ‘Anaconda’.

The video is deliberately over the top. Videos like these get noticed very easily and spread through word of mouth or social media which explains why she broke the VEVO record of more that 19 Million views in less than 24 hours. The representation of the jungle is seen throughout but can also be linked to the  history of black people and the whole scene of black people in the jungle. When thinking of Nicki Minaj, Sarah Barnit comes to mind. A women who got sold around the world to be made mockery of because of her naturally fat derriere.  The scene where she is in the gym is the representation of women in society have to keep up with appearance and staying healthy. Afterwards we see the kitchen scene where the audience see sexualised actions. Back to laura mulveys theory where the camera is positioned for male gaze has been used throughout the video as its dismembered, only showing specific body parts such as breasts and bum rather than her. 

Whereas there are females which go against it or at least try as male gaze does cause repetition of viewing’s but still switch the roles for example Jennifer Lopez ‘I Love You Papi’.

Within the beginning of the video we see the girls complaining about how it would be easy to come up with a video idea for guys as they would have settings such as a mansion or a yacht with ‘half naked girls’ then they go on to say how women are always being objectified and why can’t women objectify the men. Then the audience are able to see the roles switching where the men are only in boxers where Jennifer Lopez has more clothes on in the mansion and then leading to the Yacht. Although Jennfier Lopez and her friends are not fully dressed we see the men being used as sexual objects feeding them grapes reference to Greece where goddesses would have men servants feed them grapes. This shows women in a new light where their in control.

RESEARCH: Carol Vernallis

Carol Vernallis studied editing and camera work closely in music videos and noticed how the edits in music videos are much more frequent than in film. She noticed how the edits were in relation to the rhythm of the song and stand out in disjuncture.

She noticed that the usual rules of continuity editing were broken to draw the audiences attention to what is on screen. Edits are also very obvious to the point where the audience notices. Jumps cuts are used frequently a master shot or base track is used to give the video structure and the camera may move in time with the music. 

 

BASTILLE- OVERJOYED
This music video to the song 'Overjoyed' by Bastille utilises jump cuts, slow motion, obvious edits and closeups frequently even though the bad are not featured in the song. 


Here is an example of the various closeups used.

GORGON CITY- READY FOR YOUR LOVE
The dancing clips in this video are all in slow motion. This is mainly during the chorus and corresponds to the beat of the song.

THE NEIGHBOURHOOD-SWEATER WEATHER
In the first 20 seconds of this music video there are a number of jump cuts and different shots.

Carol Vernallis research

Carol Vernallis studied editing and camera work closely in music videos. What she observed was that edits in music videos come much more frequently than in film and that many stand out and that the editing seems to have a rhythmic basis closely connected to the song. She also says that jump cuts are often used and that base tracks are frequently used to give the video a structure and her last point is that the camera may move in time with the music.

Example of Jump Cuts:

Example of slow motion:

Example of special effect editing:

Example of base track in the edit:

RESEARCH: Carol Vernallis:

RESEARCH: Carol Vernallis Theory

Andrew Goodwin's theory

Andrew Goodwin puts forward a theory about the structure of music videos. He makes 3 main points. Pop videos are built around songs and often songs do not have traditional narrative structures. Because the pop video uses the singer both as the narrator and as a character. And his last point is that the singer often looks directly into the camera to try and involve the viewer at home. He believes that some videos are autonomous from the music they spring from. Sometimes the video can provide a visual pleasure that encourages repeated viewing which therefore promotes the music. There are 3 types of relations between songs and videos:

Illustration: this is where the video helps to tell the story of the lyrics. So What by Pink is a good example of this because the structure of the video fits with the lyrics.




Amplification: this is where the video introduces new meanings that do not contradict with the lyrics but do add layers of meanings. Pretty Hurts by Beyonce is a good example of this because the video starts to show the problem that girls have in society about being "perfect" and having to do things a certain way to fit in, which is a deeper meaning than you first think when watching the video.




Disjuncture: this is where there is very little connection between the lyric and the video. Can't stop feeling by Franz Ferdinand is a good example of this because the video seems very meaningless as it has nothing to do with the song.




-Rusne

RESEARCH: Andrew Goodwin's Theory

Andrew Goodwin believes that traditional narrative analyses do not really apply to pop videos. 

Now he doesn't believe that pop videos are trying to be different only that they take a different approach to narrative than novels and film. The reasons for this are that:

• Pop videos are built around songs and these often do not have the traditional narrative structure of situation-problem-resolution
• The singer in a pop video is both a narrator and character
• The singer will often look at the camera to give the impression of a performance

Pop videos will often repeat images used to accompany how the song repeats the chorus or lines. The repetition of parts or rhythms in other songs also means that we as an audience become famaliar with the genre and therefore have certain expectations as to what we think will happen in the video. The video will then be played on TV and the song on radio and there may be an advertising film or TV tie-in that will allow the song to be heard numerous times and become 'popualar'.

The video sometimes has a visual pleasure to it that encourage multiple viewings which therefore promotes the music. The video may sometimes also being promoting other things like a film. It can be said that there are three types of relations between songs and videos:
1.Illustation- The video tells the story of the lyrics
2.Amplification - The video introduces new meanings that associate with the lyrics and has more depth
3. Disjuncture - There is little connection between the lyric and video or the video contradicts the lyric.

Kalin and Myles- Love Robbery is an example of illustration

Paramore- Now is an example of amplification

Two Door Cinema Club- Handshake is an example of disjucture

RESEARCH: Andrew Goodwin Theory (Mariana & The Diamonds - Hollywood)

Goodwin believes that traditional narrative analysis doesn't really apply to pop videos. This is because they approach narrative from a different angle to novels and films. There are different reasons for narrative structures for example...

"The Singer Often Looks Into The Camera"

1.  Pop videos are built around songs - often songs don’t pose traditional narrative structures

2.  The pop video uses the singer both as a narrator and as a character. 

3.  The singer often looks into the camera - this is an extension of performance and trying to involve the audience. 

"Narrative and Performance"

These are some of Andrew Goodwins aspects of a music video ...

1.  Narrative and Performance of song 

2.  Star Image 

3.  Relationship between song and visuals 

4.  Intertextuality 

Narrative and Performance of song

Andrew Goodwin Believed that it was important for artist to be involved in music video, performing or acting out a role as the character and singer. He believed it would help to make the song look more realistic and also giving the audience a special connection and good understanding of the song 

Star Image 

"She Makes The Music Video Look Appealing" 

Goodwin refers to star image as a vital aspect of a music video as he/she makes the music video look appealing to the audience and style of the video in the way he/she is portrayed to the audience. The star image is always very unique in the way he/she is presented e.g. costume , move and appearance. This helps to promote the artist/ stars image in the public and also helps to promote the video while creating public reputation for the artist.

Relationship between song and visuals 

Example of  the use Illustration

The visualization of a song may go beyond the original meaning. Sometimes it provides a visual pleasure that encourages repeated viewing and therefore promotes the music. Sometimes the videos might be promoting commodities such as films. In simple terms there are three different ways to promote a song...
Illustration : This is where the video tells the story of the lyric. Dance is often used to express the feelings/moods in the song. Goodwin believed that a music video can promote song through the way it analyses the lyrics. This is shown in many videos where the character does exactly what the lyrics say.
Amplification : Occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning.
Disjuncture : This is where there is little connection between the lyric and video where the video contradicts the lyric. 

Example of intertextuality with James Dean and Mailyn Monroe

Intertextuality...
Means for a type of media such as film, television, music ect.. to pay homage to another media text.

During the music video for ‘Hollywood’ there are many intertextual references. Mostly all of these relating to American culture (1950s-60s). Two of these references come as references to people. These two people who are parodied/impersonated are Marilyn Monroe and James Dean. Another intertextual reference comes as a prop held by Marina during a segment of the video. This prop is a replica of the famous ‘Oscar’ film award. Apart from the 1950s-60s there are many references to the american culture such as cheerleaders, prep band, american football, pageants and awards. 

RESEARCH: Andrew Goodwin's theory:

What is the function of a music video?

The function of a music video is to promote the song by attracting viewers by having an interesting video. A good video will attract people to watch the video and then buy the actual song. A good example of a video is You know you like it by Aluna George. I think this music video is a very good example for many reasons. One reason is that it has many different shots including close ups, long shots and medium shots. Each one showing a different person or a different object, which makes it very entertaining to watch. Another reason is that it is a very fast moving video with a lot of dancing and moving around. This is a good technique to use because if the video was very slow then the audience would get bored very easily and not be entertained. The whole point of a music video is to persuade the viewer to watch other videos and maybe buy the actual song. This video is very bright and all of the background colours are very light colours such as white, light blue and cream. The type of clothing the dancers wear appeals to the target audience. It is the type of clothing that teenagers from the ages of 16 and over would wear. This is the target audience for this music video. Each person in the video is dressed very differently to represent that they all have very different personalities. The type of clothing that they wear is mainly T-shirts, shorts and trainers. I thought the concept of the video was very interesting as it is filmed in an empty swimming pool which is not the conventional location for music videos. The conventional locations for music video are parties, houses and in cars. I think that is the main reason why this video is so popular because it is different to all of the other videos on the internet. This video is not like the typical video aimed at teenagers, other videos are very childish and playful whereas this video is a bit more grown up targeted at older teenagers. Here is the actual video: