Music Video

-Codes and Conventions of a music video.
-Cinema created the ability for music videos to be brought to life.
-Jazz musicians --> Bessie Smith.




1965
Bob Dylan 'Subterranean Homesick Blues' from film 'Don't look back' was considered the first music video.
Pop Music TV Shows.



1970
-the record industry discovers TV-shows as a great opportunity to promote their artists.
-Short 'promos,' early music videos started to replace the live performance of the artist on the TV stage.



Bohemian Rhapsody
1975: a groundbreaking video released by Queen. -> Seen to be advanced.




TECHNICAL CODES

- CAMERA WORK
Movement, angle, short distance.
Camera movement can be accompanied by actors movement.

+ Close up predominates -> Selling artists/bands.



-EDITING

+ Fast cut montage, images are impossible to grasp on first viewing -> Causes you to watch it again.
+ Eminem, Jay Z. Dido -> slow pace, gentle transitions.
+ Enhancing the editing through digital effects -> Split screens, colourisation, blockbuster film style CGI, Chroma-key/green screen.
 


Development of Technical Codes
Portable video cameras enabled pop acts to produce promos quickly and cheaply.

1990
-fast cut montage
-multiple viewing
-non-representational techniques


+ 35mm film as the preferred medium.
Mid 1980s - it became standard to make a music video!


Andrew Goodwin


Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Routledge 1992)
1. Music videos demonstrate genre characteristics.
2. There is a relationship between lyrics and visuals.
3. There is a relationship between music and visuals.
AMPLIFIES, ILLUSTRATES, CONTRADICTS.
4. The demands of the record label will include the need for lots of close ups of the artist and may develop motifs which recur across their work ( a visual style).
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference (to films, tv programmes, other music videos etc.)

-Michael Jackson, Thriller - Zombie Film
-Madonna, Material Girl - James Bond Film
-Red Hot Chili Peppers, Californication - Game

 



Intertextual references can add another dimension of meaning to a text, as well as fulfilling an important role for audiences.

Those who 'got' the reference feel privileged, as though they are in on a secret.