Introduction to Media A2

Music Videos

· To create a recognisable image that will appeal to the target audience.

· Marketing tool for the artist/band.

· Increase airplay of song.

· Create more interest in the album.

· Selling singles, albums and the artist/band brand.

IT’S ALL ABOUT THE MONEY!!!

Andrew Goodwin wrote about music video and suggested that basically they follow certain rules, or codes and conventions.

1.      The record company’s demands for exposure of the artist will mean a lot of close up shots of the singer/band.

2.      There will be a relationship between the music and visuals.

3.      There will be a relationship between the lyrics and visuals.

4.      Genre characteristics, rock music shows live performances, hip hop image of wealth and gangster lifestyle.

5.      Reference to the notion of looking e.g. TV Screens, Mirrors, People looking at each other.

6.      Intertexual reference.

Scopophilia – Over sexualised treatment of the body.

Music Video textual Analysis

1.      Performance, narrative and other visual elements.

2.      Genre characteristics

3.      Cinematography

4.      Mise–en-scene

5.      Editing

6.      Looking

7.      Intertexual reference.