5.Carlos Vernallis

Carlos Vernallis Experiencing Music Video

Carlos Vernallis did a study on music videos, looking closely at the editing and camerawork of music video. She observed that the edits in music videos are way more frequent than those in films and that many stand out as disjuncture meaning when there is little connection between the lyrics and the video or the video contradicts the lyrics. She also observed that the editing seemed to be edited to a beat, usually close to the beat of the song.
Here I'll be summarising the main points of her observations using examples

the usual rules on continuity are broken in order to draw attention to what is on the screen
Edits are really obvious, these draw attention to themselves such as swipes and special effects, they are fast paced editing, jump cuts are often used, there are a lot of based tracks used to give the video structure, the camera also moves in time to the video, they also ,manipulate the speed of the edit

One song that shows this is Neyo- One in a million.
The edits are really obvious and you notice that most the time you're paying attention to him and his dance routine, the edits are also cut on beat and so makes editing appear fast paced.

1.Weebly Keyshia Cole

Hi my name is Lorel and I am excited about continuing Media studies as part of my A levels. As part of our summer lessons we created websites of weebly.com on any music artist of our choice. I decided to do Keyshia Cole, below is a presentation on what I created enjoy!

2.Summer Work

3. Functions Of A Music Video

4. Andrews Goodwin's theory

Andrew Goodwin theory on music Videos

Firstly Andrew Goodwin states that the traditional narrative analysis does not really apply to pop videos, this will explain why.

One reason is pop videos are built around song and so often songs don’t follow traditional structures of narrative

A lot of videos use both the singer as a narrator and characters. Here I’ll show a few examples of music videos that explain this further.

       1.Pop videos rely on repetition and so a lot of images are repeated just like the lyrics. Take a look at this Tinie Tempah video a lot of the images are repeated these are also known as base tracks because we are taken back to these images throughout the videos. How many can you pick out?

https://www.youtube.com/watch?v=nsDwItoNlLc

      

        2. Also another reason they go against traditional structures is because the singer sometimes acts as both the narrator and actor.

      3. Lastly the singer looks directly at the camera, this is since they want to get the viewers involved.

There are three different types of relations between songs and videos. These are illustration, amplification and disjuncture.

Illustration:

This is where the video matches with the lyrics. This can be seen in Madonna- Papa don’t preech

https://www.youtube.com/watch?v=G333Is7VPOg

Amplification:

This is where the video does not contradict the lyrics but adds layer of meaning. Ed Sheeren- give me love shows this

https://www.youtube.com/watch?v=FOjdXSrtUxA

Disjuncture:

This is when there is little connection between the lyrics and video or contradicts the lyric. Michael Jackson- man in the mirror shows this

https://www.youtube.com/watch?v=PivWY9wn5ps

11. Mainstream v Indie

One Direction











Signed to: Syco Music and Columbia Records
Signed by: Simon Cowell
Other Artist associated with label: Olly Murs, Sam Baileys, Little Mix, Beyoncé, Desstiny's Child, The Script.
Target Audience: Teenage Girls mostly.
Merchandise: T-shirts, bags, converse, mugs, calendars, perfume, posters, bed covers, birthday cards, jewellery, and makeup sets. They also have their own biography film.
How to purchase their music: ITunes, Amazon, Through their album and from their website.
Background: They all auditioned for XFactor as solo artist but ended up being put together as group and was then signed by Simon Cowell.

Lanterns of the lake


Signed to Bella Union which specializes in Indie Rock.
Target Audience: Not specified.
Merchandise: Albums, Records, T-shirts
How to purchase their music: Amazon
Background: Their not known globally or got a huge fan base.




Independent Label:
Advantages-

• You have  more freedom 
• Independent within music/ more rights to their music
• Less restricted
• Its your own business/company
• Closer connection to fans/ loyal following

Disadvantages-

• Less connection or influence
• Less profit because there on a smaller scale
• Not necessarily known globally 
• No production value 

Mainstream Label:
Advantages-

• Support team e.g producers, distributors, costume designers, choreographers ect.
• Synergy
• Publicised quicker
• Large budget and financial support
• Larger audience to distribute to 
• Merchandise

Disadvantages-

• Don't have much say or control
• Labels can exploit the artist 
• They don't get all the profits 

How important do you think merchandise and ancillary products are to the success of the band and to the audience?
It helps gain maximum profit and increases brand awareness.

How many different ways can fans find out information?

Social media- feels more personal and more engaging with the artist than a website

Artist website

Fansite 

Would you rather be signed to a mainstream or independent label?
I would rather be signed to a mainstream label, because even though when signed to an independent label you have more control of your music and full rights to profit, what would be the point if barely anyone heard your music. At least with being signed to a mainstream label you have a huger fan base and through promotion, you could make so much more money than the profit you would make from being signed to an independent label.

3. Function of a Music Video

Define:  A videotaped performance of a recorded popular song, usually accompanied by dancing and visual images interpreting the lyrics.

I thing the song '7/11' by Beyoncé is a great example as it sell the song in a way the audience can remember it by the fact that it's both engaging and entertaining. The music video allows a connection between the audience and artist. It provides the audience with a better understanding of the song both visually and audibly, it also entertains the audience by highlighting the talents of Beyoncé.

7. YouGov Profiler

This PhotoSnack slideshow shows the typical target audience for British Artist Jessie J.
Different categories of research that YouGov uses:

• Demographics (gender, age, and social grade)
• Top Regions
• Politics
• Professions
• Monthly Spare
• Favourite Dishes
• Hobbies
• Favourite Sport
• General Interest
• Niche Interest
• Most Likely Pet
• Personality (describes themselves as)
• Brands (customer of, shops at, banks, clothing brand, car)
• Entertainment (favourite movie/artist/shows/celebrities)
• Online (top sites visited/twitter followers/facebook pages)
• Media (Online for/ watches TV for(hours), newspaper, magazine, recent shows)

9. Analysis of costume, setting and location.

By looking at costume and props, you can already identify the genre of the music whereas the use of location can be identified with any genre depending on the lyrics. However, pop videos tend use brighter lightening and mot like a green screen whereas rap video and hip hop tend to use exotic locations.

2. Summer Work

 I analysed the music video 'Body Party' by Ciara, and created a shot by shot storyboard.

 

6. Laura Mulvey's

Here are a few examples proving that Laura Mulvey's opinion is still relevant to todays society.



Dizzee Rascal- 'Holiday'

Nicki Minaj- 'Superbass'



 Male Perspective- Tilt down to the chest
Male Reaction- Analysed the females body/ women are objectified.
Female reaction- Look for male validity
Picking women out- slow motion tilts, close ups of legs, chest and bums.
Every female in the video was wearing either a bikini or something else that was revealing.

 Nicki Minaj follows the same conventions of the way women are perceived in music videos, most commonly rap videos, which follows Laura Mulvey's theory.

Although there's close up of half naked males, women are still the main focus.
Males Reaction- Analyse women's body
Not encourages to look at men in the same way
Although Nicki is a female artist and talks about empowering women, her videos still objectify women in the same way male artists do.

Laura Mulvey Quote (re-written)- "In a word that is unequal and male dominated men do the looking and women are looked at, so they are styled in the way men want to see them".

Representations of women expected in some music videos:
Negative- Projected beauty, revealing clothes, sexualised images of women.
Mulvey discusses the idea that women are 'dismembered' in all forms of media- that there is a focus on their body.

Typical Genres: Rap, Hip- Hop, RnB

An artist that challenges this are artist like Adele whose music video simply focuses on the music.

 

4. Andrew Goodwin's Theory on Music.

'The Structure of Music Video
Rethinking Narrative Analysis'

Andrew Goodwin feels that traditional narrative analyses don't apply to pop videos.

Theory:

• Although pop videos are narrative, they approach it from a completely different standpoint to novels and films.
• They're built around songs- don't pose traditional narrative structure
• The artist can be both the narrator and character, they also engage the viewer by looking directly into camera
• Codes and conventions of pop videos rely on repetition such as repeated images in the same way lyrics repeat.

There's three types of relations between songs and videos: Illustration, Amplification and Disjuncture

Illustration- Video tells the story of the lyric
E.g. Lil Wayne- How to Love
Actors play character rather than singer, although artist is seen through cuts. Its set out as if watching a film and the lyrics are narrating. The video illustrates the whole song.








Amplification-
E.g. Beyoncé- If I were a Boy
The video still illustrates the song but by contrasting the lyrics, so we have a better meaning of what the artist wants us to think and feel.





Disjuncture-
E.g. Big Seun- Play No Games ft. Chris Brown
The video is a recreation of the old school TV show 'Martin', but as a viewer listening the lyrics and watching the video, there is no connection between the two.