RESEARCH
PACKAGE OPTION CHOICE
My decision for choosing the Music Promotion Package comes from my passion for music and interest in the impact it can have on the strength and meaning of a music video. Although my interest in theatre and directing also influenced me to consider the Film Promotion Package, I would like to prioritize the expansion of my cinematography and editing knowledge, by choosing on a less narrative-focused package.
initial IDEAS
For my A2 media studies I will be constructing a music video, digi pack and website, as well as my blog.
When deciding on the genre of music for my task, I chose to focus on remixed electronic dance music (EDM) that includes interesting sound manipulations and layers as it would give me many opportunities while filming and editing. I want to focus on my idea of including interesting effects throughout my editing that work with the sound effects of the song, rather than just the lyrics and performance. I wanted my music video to be filmed mostly outdoors, making travel, nature and friendship the main themes for my music video.
My music video will follow a simple narrative that revolves around a male character who is inspired by of a group of friends and their happiness whilst travelling and exploring nature. The music genre I have chosen will compliment my idea for my music video as the layering of sound effects will enable me to include interesting visual effects and edits.
The 2 song choices I am considering for my music video are:
- Lose it - Oh Wonder (Jerry Folk Remix)
- Feels Like Home - The Him (Ft Son Mieux)
My music video will follow a simple narrative that revolves around a male character who is inspired by of a group of friends and their happiness whilst travelling and exploring nature. The music genre I have chosen will compliment my idea for my music video as the layering of sound effects will enable me to include interesting visual effects and edits.
The 2 song choices I am considering for my music video are:
- Lose it - Oh Wonder (Jerry Folk Remix)
- Feels Like Home - The Him (Ft Son Mieux)
Codes and conventions of edm music videos
Genre
Electronic dance music is a wide range of percussive electronic music genres that are often produced for parties at nightclubs and festivals. This music genre originally originated in Chicago in the 1980’s. Initially, EDM music was characterized by music that contained repetitive 4/4 beats which were layered with rhythms provided by drum machines, hi-hat cymbals and synthesized bass lines. The EDM genre has advanced with the technological developments of today but still consists of these core elements whilst dispersing into multiple sub genres such as Trap house and Tech house. |
Camera Shots and Angles
EDM music videos often aim promote the music by capturing the viewers attention with conventional fast cut camera shots in time with the beats of the music.
Close up shots (ECU) are most common throughout EDM music videos as they capture emotion by presenting a clear view of facial expressions, these are used to create a personal feel for the viewer by connecting the viewer to the story.
EDM music videos often aim promote the music by capturing the viewers attention with conventional fast cut camera shots in time with the beats of the music.
Close up shots (ECU) are most common throughout EDM music videos as they capture emotion by presenting a clear view of facial expressions, these are used to create a personal feel for the viewer by connecting the viewer to the story.
Two shots are also used when there are 2 characters at once, in order to establish the relationship between them as well as any messages that the lyrics of the music convey between 2 characters such as love, friendship and teamwork.
High angle establishing shots or birds eye view shots are also conventionally used in order to express the overarching theme of the music video whilst also setting the scene for an present narrative.
High angle establishing shots often include
panoramic shots which purely set the scene for the viewer. |
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analysis of the origins of music videos from 'I want my mtv'
My research about the origins of music videos includes information from a book called 'I WANT MY MTV', which outlines the revolution of music videos in an interesting and entertaining way. I also gathered information from various studies and analyses on the internet that outline the expansion and upswing of music videos in history.
This analysis is a combination of my own knowledge an opinions from research, studies and information from webpages that have analyzed this book with reference to notable sections including:
- https://www.highsnobiety.com/2016/09/21/history-music-videos/
- https://www.makeuseof.com/tag/mtv-youtube-brief-history-music-videos/
NOTE: sections in White text are sections that I believe are significant and relevant to my analysis and research in the origins of music videos.
- https://www.highsnobiety.com/2016/09/21/history-music-videos/
- https://www.makeuseof.com/tag/mtv-youtube-brief-history-music-videos/
NOTE: sections in White text are sections that I believe are significant and relevant to my analysis and research in the origins of music videos.
In 1981, MTV was the original startup: a company whose product didn’t quite exist yet. Despite launching as a 24/7 music television channel, in I Want My MTV: The Uncensored Story of the Music Video Revolution, Craig Marks and Rob Tannenbaum describe how initially the network had only “about a hundred” promotional clips, as the music videos “in inventory, [were] mostly by marginal or unpopular British or Australian bands.” MTV was forced to go to record labels and ask them to make these videos for free, which they would then go on to screen.
Before Beyoncé, there were The Beatles. The Beatles were eager to give their fans the fullest audiovisual experience possible, recording promotional clips that could be shown abroad. They also starred in two full-length films, Help! (the eponymous soundtrack which constituted a Beatles’ album and A Hard Day’s Night (the songs of which appeared on side one of their album of the same name). Other bands would follow their lead and also make promotional clips in the ’60s and ’70s. David Bowie was also an early-adopter, releasing the video for “Space Oddity” in 1969.
Before Beyoncé, there were The Beatles. The Beatles were eager to give their fans the fullest audiovisual experience possible, recording promotional clips that could be shown abroad. They also starred in two full-length films, Help! (the eponymous soundtrack which constituted a Beatles’ album and A Hard Day’s Night (the songs of which appeared on side one of their album of the same name). Other bands would follow their lead and also make promotional clips in the ’60s and ’70s. David Bowie was also an early-adopter, releasing the video for “Space Oddity” in 1969.
Probably the most significant music video of this era was Queen’s “Bohemian Rhapsody,” which debuted in 1975. When “Bohemian Rhapsody” rocketed to the top of the charts in Britain, the band were on tour and couldn’t perform on the British music show, Top of the Pops. They recorded this, for the time, special-effects-packed video to play in their absence. On the video’s 40th anniversary, Rolling Stone noted “Its influence cannot be overstated, practically inventing the music video seven years before MTV went on the air.” Well, quite.
“Its influence cannot be overstated, practically inventing the music video seven years before MTV went on the air".- Rolling Stone on Bohemian Rhapsody
MTV Launches (1981)
The music video giant launched at 12.01AM Eastern Time on 1 August 1981 with The Buggles’ video, which had first aired two years previously on Top of the Pops in lieu of a live performance. The message of The Buggles’ hit — that advances in technology could pre-empt a cultural shift
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"The message (of The Buggles’) hit — that advances in technology could pre-empt a cultural shift"
This proved prescient when the pop artists who created the most talked-about videos (Madonna, Michael Jackson) began to dominate the musical landscape. This climate of publicity in exchange for great visuals was established by Michael Jackson’s “Thriller” in 1983. It cost over $500,000 to make at a time when most videos cost in the tens of thousands to produce.
The full 13-minute video debuted on MTV as part of an exclusive deal MTV struck with MJ’s team and was played 3-5 times a day, something which increased MTV’s audience tenfold. In 2009, the video was inducted into the National Film Registry of Congress for being “culturally, historically or aesthetically” significant. Despite this coming over 20 years after the video’s initial release, it marked the first time a music video had received this honor.
The full 13-minute video debuted on MTV as part of an exclusive deal MTV struck with MJ’s team and was played 3-5 times a day, something which increased MTV’s audience tenfold. In 2009, the video was inducted into the National Film Registry of Congress for being “culturally, historically or aesthetically” significant. Despite this coming over 20 years after the video’s initial release, it marked the first time a music video had received this honor.
"The video was inducted into the National Film Registry of Congress for being “culturally, historically or aesthetically” significant"
Just three years later a video dropped that while less-beloved these days, still made history. Peter Gabriel’s 1986 video for “Sledgehammer” won nine awards at the MTV
Music Awards in 1987 and it’s also the most played clip in the history of the channel.
The video’s use of claymation, pixilation and stop motion animation was considered avant-garde at the time. One of the two animation companies behind it, Aardman Animations, would go on to create Wallace and Gromit
Music Awards in 1987 and it’s also the most played clip in the history of the channel.
The video’s use of claymation, pixilation and stop motion animation was considered avant-garde at the time. One of the two animation companies behind it, Aardman Animations, would go on to create Wallace and Gromit
"The video’s use of claymation, pixilation and stop motion animation was considered avant-garde at the time."- The beginning of a new platform for music video animation.
![Picture](/uploads/1/1/1/3/111313315/published/crosss-out-18-jpg.png?1517285086)
With the arrival of YouTube in 2005, music videos have moved wholesale from MTV to Google’s video-sharing site, where they can be enjoyed on demand, rather than forcing the viewer to wait until the track cycles round again. Today, YouTube has formed a partnership with two of the three biggest major record labels to create the official online music video service: Vevo. (ps. I made that on photoshop!^)
With YouTube came 3 major introductions to the music video bubble:
2013
Beyoncé’s First Visual Album: With the rise of YouTube, it became increasingly easy for artists to take advantage of the platform to release music videos with every song. This album release was full of surprises: not only did Beyoncé release it with no prior warning, but every song was accompanied by its own video, all of which dropped on the same day as the album. |
Pharrell Williams Drops The World’s First 24-Hour Album: Williams’ song for the film’s soundtrack, “Happy”, showed real people dancing along to the hit for four minutes at a time. Each section was filmed in a single shot which meant there was no chance for do-overs, creating a lovably spontaneous end result.
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2015
Virtual-Reality Music Videos Become Big: Interactive Music Videos Go Mainstream from (2010-2015) but In 2015, The Weeknd, Björk and U2 all gave us music videos that harnessed elements of virtual reality. |
2016: MUSIC VIDEO CONTROVERSY
Kanye West presented his shocking “Famous” video to a live audience in Los Angeles and around the world via TIDAL stream.
The bizarre video features naked wax dolls of George W. Bush, Donald Trump, Anna Wintour, Rihanna Chris Brown, Kim Kardashian, Ray J, Amber Rose, Caitlyn Jenner, Bill Cosby, Taylor Swift and Kanye West all laying naked in bed in a modern recreation of Vincent Desiderio’s Sleep painting from 2008. Kanye picked out some controversial famous people that he’s either worked with or have been associated with in the past.
The bizarre video features naked wax dolls of George W. Bush, Donald Trump, Anna Wintour, Rihanna Chris Brown, Kim Kardashian, Ray J, Amber Rose, Caitlyn Jenner, Bill Cosby, Taylor Swift and Kanye West all laying naked in bed in a modern recreation of Vincent Desiderio’s Sleep painting from 2008. Kanye picked out some controversial famous people that he’s either worked with or have been associated with in the past.
Origins of EDM music videos
Whilst exploring the origins of EDM music, I created a visual representation of what I found: