Music videos are a marketing device used by record companies. The aim is to create record sales, making the song popular. Music videos have only been in the mainstream since the 80's, however have existed before then. The Beatles could be credited for establishing what we consider as a 'music video'. The film "A Hard Day's Night" in 1964 contains songs with The Beatles and some narrative was attempted. Because narrative was attempted it became a music sequence rather than a video. In 1965 The Beatles began to produce film inserts as a promotional tool. Other bands began to follow suit. The Beatles led the way with songs such as "Strawberry Fields Forever" and "Penny Lane". They were directed by Peter Goldman and were described as avant garde. They used slow motion and unusual camera work and through experimentation they were more sophisticated than previous musical sequences.
In the 1980's music videos became mainstream with the launch of MTV in 1981 with the first song being aired called "Video Killed the Radio Star". Music videos became standard practice for bands and artists as they could be cheaply produced with high tech equipment and effects such as the chroma key.
CENSORSHIP
Products need to be censored. Music videos are regulated by BBFC (British Board of Film Classification). Music videos are short films which is why the BBFC regulate them.
In 1991, Michael Jackson's "Black or White" video was censored as Michael was said to inappropriately touch himself. Other videos have also been censored such as the Prodigy's "Smack my Bitch" and Robbie William's "Rock DJ".
MUSIC THEORY
Some would argue that music videos have made pop superficially based on image. Are pop songs enough on their own to make meaning and pleasure to an audience?
"A good music video is a clip which responds to the pleasure of music, in which that the music is made visual, either in new ways or in a way that accentuates existing visual associations." - Andrew Goodwin, 1992
- Music videos demonstrate genre characteristics such as dance routines normally shown in boy/girl band videos.
- The relationship between lyrics and visuals either contradicts or illustrates the lyrics.
- The relationship between music and visuals will either illustrate, amplify or contradict what is happening on screen.
- The demands of the record label will include lots of close ups of the artist(s). Artist(s) may develop motifs which may reoccur across the style and video.
- Frequent reference to the notion of looking, voyeurism of the female body, intertextual references.
QUESTIONS
What is the basic function or purpose of a music video?
Music videos are designed to advertise the artist/band's style and music visually to increase the popularity of their records.
When were the first music videos produced?
The first music sequences were created in the 60's with The Beatles. However, it was not until 1975 that the first music video "Bohemian Rhapsody" by Queen was to be produced.
How are music videos commissioned?
Firstly a single needs to be selected to be produced into a music video. The commissioning editor will contact the appropriate directors to view their showreels to deterimine the most suitable director for the job. The directors will then be sent a tape of the single and the directors will then write a treatment for the music video. The artist and management will then decide which director is best suited for the job. Then before the producion begins, the comissioning editor and production company decides a budget, and a contract is made. The video producer then sorts out the logistics of the video shoot.
How much time does a music video usually take to produce?
The average production time for a music video is around two weeks from start to finish.
According to Andrew Goodwin, what are the 3 different ways in which the visuals in a music video can relate to the lyrics of a song?
Amplification, illustration and disjuncture. Amplification involves amplifying the song's meaning and effect, which may include some form of humour. Illustration involves literally illustrating the lyrics of a song through images. Disjuncture involves producing a video that is unrelated to the song and may provide a different meaning entirely, usually through the use of abstract imagery.
What is a music video treatment or pitch?
A music video treatment is (in no more than a page and a half) a description of what happens in the video and how it will look.
What are some of the things to avoid in making a student video?
- Well-known songs.
- Overdone effects - you shouldn't use effects just to disguise poor footage.
- Aimless driving around.
- Scenes involving booze, fags or drugs (even simulated)
- Shots of people just walking around.
- Speeded up footage or footage run backwards (depending on the context) to cover lack of material.
- Zooms (depending on the context)
- Found footage - it should be your own unless there's an exceptionally good reason.
- Atmosphere-less stage footage.
- Over the top stories.
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