WHAT IS A MUSIC VIDEO?
A music video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Most music videos tell a story or deliver a message, to embrace the audience and grab their attention, making them more interested in the song or album - hence persuading them to buy it. Music videos are a good way for directors and film makers to express their creativity and passion. Music videos use a wide range of techniques and styles in order to promote their video such as animation and time-lapse and many more.
DIFFERENT STYLES OF MUSIC VIDEOS
Music videos can be categorised in terms of the style they use, these can include:
- Performance
- Narrative/story
- Mixed performance and narrative
- Cameo (artist features in the narrative nut does not perform)
- Animation – digital/stop-motion
- Concept
- Synergy
EDITING AND SOUND IN MUSIC VIDEOS
Different techniques are used in the editing and sound of music videos, including:
- Editing to the beat of the song
- Split-screens
- CGI/Special effects
- Jump cuts
- Straight cuts
- Inclusion of diegetic sounds as well as the track itself
- Changes in the volume and levels of sound
WHAT IS THE PURPOSE OF A MUSIC VIDEO?
The purpose of a music video is to sell the song and to make the listeners remember it. Also it gives the listener a better understanding of the song if the video is narrative. The main purpose is to entertain people by showing off their talents to the whole world and to sell CDs to viewers. Creating a memorable visual for the song increases its chances to sell. It also gives record companies a chance to see new-coming artists such as YouTube, so that they discover the "next big thing".
HISTORY OF MUSIC VIDEOS
The origins of the music video date back to musical short films that first appeared in the 1920's. They then came into prominence in the 1980's when the channel MTV based their format around the medium. Prior to the 1980's, these kinds of videos were described by various terms including; "illustrated song", "filmed insert", "promotional film/clip/video", "song video/clip" or "film clip".
Music videos use a wide range of styles and video-making techniques, including:
Music videos use a wide range of styles and video-making techniques, including:
- Animation
- Live action
- Non-narrative approaches such as abstract film.
1890'S:
Using a lantern, a series of still images were projected on a screen simultaneous to live performances. This would become a popular form of entertainment known as the illustrated song, the first step toward music videos.
Illustrated song:
Is a type of performance art, and popular form of entertainment in the early 20th century in the US. Live performers (usually a pianist and a vocalist) and music recordings were both used by different venues to accompany still images. This allowed the images to be painted in colour by hand. A single song was usually accompanied by different images that sequentially "illustrated" the lyrics. Projection booths used either stereopticons (a slide projector that combines two images to create a three-dimensional effect) with two projectors that combined projection of both slides and moving pictures. |
Illustrated songs often came after silent films and/or took place during reel changes, but some venues relied purely on illustrated songs. Illustrated songs were seen as a valuable promotional tools for marketing sheet music.
The first illustrated song was "The Little Lost Child" in 1894. The song went on to become a hit selling more than 2 million copies of its sheet music, its success credited mainly to illustrated song performances which have been termed the first "music video."
From this YouTube video, modern day viewers can get an idea of how illustrated videos would have looked like in the 1890's. |
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1920'S - 1950'S:
‘Talkies’ allowed many musical short films to be made.
Max Fleischer was an animation artist who created a series of cartoons that had songs in the background. This was known as Screen Songs, which allowed the audience to sing along, which is similar to a modern karaoke machine. An example of a talkie is 'The Jazz Singer'. |
Cartoon featured popular musicians performing their current hit songs on camera in live action segments throughout the cartoons.
Walt Disney used this in Fantasia (1940), it featured several interpretations of classical pieces. The Warner Bros cartoons were shaped around specific songs from their musical films. Live action musical shorts, which featured popular performances were also distributed to local theatres. Such performers as Cab Calloway and Bessie Smith (blues singer), along with other musicians appeared in the short musical events during this time. |
In the 1940's, musicians like Louis Jordan made short films for his songs, which featured in the film 'Lookout Sister' (1947).
Soundies were produced and released in the 1940's. They were musical films that would most likely include a dance routine, similar to later music videos. |
Musical films were another important precursor to music videos, and several well-known music videos have imitated the style of classic Hollywood musicals from the 1930s to the 1950s.
One of the best-known examples is Madonna's 1985 video for "Material Girl" (directed by Mary Lambert) which was closely modelled on Jack Cole's staging of "Diamonds Are A Girl's Best Friend" from the film Gentlemen Prefer Blondes (1953).
One of the best-known examples is Madonna's 1985 video for "Material Girl" (directed by Mary Lambert) which was closely modelled on Jack Cole's staging of "Diamonds Are A Girl's Best Friend" from the film Gentlemen Prefer Blondes (1953).
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1950'S: MUSICALS FROM THE EARLY 1950S LED TO THE CREATION OF SHORT-FORM MUSIC VIDEOS
In his autobiography, Tony Bennett claims to have created "the first music video". His music video included someone filming him walking along the Serpentine in Hyde Park, London in 1956. This video was then put on top of the soundtrack of his song "Stranger in Paradise". The clip was sent to UK and US television stations and aired on shows including Dick Clark's American Bandstand.
LATE 1950'S:
1960'S:
Promotional clips were used by artists like the Beatles, to help with the distribution and broadcast in other countries so they could promote their record releases without having to make in-person appearances.
The Beatles' released their 5th studio album, Help! in 1965. The song, filmed in black-and-white, is an example of the modern performance-style music video, employing rhythmic cross-cutting, contrasting long shots and close-ups and unusual shots and camera angles. |
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Their first set of promo films shot in 1965, were fairly straightforward. They were mimed-in-studio performance pieces.
The colour promotional clips for "Strawberry Fields Forever" and "Penny Lane", made in 1967 (directed by Peter Goldman) took the promotional film format to a new level. They used techniques borrowed from avant-garde film, including reversed film and slow motion, dramatic lighting, unusual camera angles and colour filtering added in post-production.
Because of the Beatles, other musicians started to follow on to this growing trend.
The colour promotional clips for "Strawberry Fields Forever" and "Penny Lane", made in 1967 (directed by Peter Goldman) took the promotional film format to a new level. They used techniques borrowed from avant-garde film, including reversed film and slow motion, dramatic lighting, unusual camera angles and colour filtering added in post-production.
Because of the Beatles, other musicians started to follow on to this growing trend.
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1970'S: THE RISE OF TV POPULARITY
In the 1970s, on Top of the Pops, BBC placed strict limits on the amount of music videos that were played.
In the UK in the 1970s, Russel Mulcahy made successful promo films for several noted British pop acts— his landmark video clip for The Buggles' "Video Killed the Radio Star" (1979), which became the first music video played on MTV in 1981. This was the start of a 24 hour daily music channel.
In 1975, the British rock band Queen made a promotional video for their new single Bohemian Rhapsody on the BBC music series Top of the Pops. According to some, the song is "widely credited as the first global hit single that had an accompanying video that was central to the marketing strategy".
In the UK in the 1970s, Russel Mulcahy made successful promo films for several noted British pop acts— his landmark video clip for The Buggles' "Video Killed the Radio Star" (1979), which became the first music video played on MTV in 1981. This was the start of a 24 hour daily music channel.
In 1975, the British rock band Queen made a promotional video for their new single Bohemian Rhapsody on the BBC music series Top of the Pops. According to some, the song is "widely credited as the first global hit single that had an accompanying video that was central to the marketing strategy".
In 1980, the music video to David Bowie's "Ashes to Ashes" became the most expensive ever made, having a production cost of roughly £1,300,000. The video was made in solarised colour with stark black-and-white scenes. The video became one of the most iconic ever made at the time, and its complexity is seen as significant in the evolution of the music video.
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1980'S: MUSIC VIDEOS GO MAINSTREAM, MTV AND MORE
With this new material, the music video would, by the 1980's, grow to play a central role in popular music marketing.
Two key changes in the development of the modern music video were the development of inexpensive and easy-to-use video recording & editing equipment, and the development of visual effects.
The arrival of high-quality colour videotape recorders and portable video cameras enabled many pop acts to produce promotional videos quickly and cheaply, in comparison to the relatively high costs of using film.
Two key changes in the development of the modern music video were the development of inexpensive and easy-to-use video recording & editing equipment, and the development of visual effects.
The arrival of high-quality colour videotape recorders and portable video cameras enabled many pop acts to produce promotional videos quickly and cheaply, in comparison to the relatively high costs of using film.
In this period, directors and acts began to explore and expand the form and style of the genre, using more sophisticated effects in their videos and adding a storyline/plot to the music video. Occasionally videos were made in a non-traditional ways, in which the musical artist was not shown. Because music videos are mainly intended to promote the artist, such videos are comparatively rare; one example is Queen's "Under Pressure”.
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In the 1980's, music videos also began to explore political and social themes. Examples include the music video for David Bowie's "China Girl" (1983) which both explored race issues. In a 1983 interview, Bowie spoke about the importance of using music videos in addressing social issues.
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In 1983, some say the most iconic music video of all time was released: the 14-minute-long video for Michael Jackson's song "Thriller". The video set new standards for production, having cost roughly £615,000 to film. The video for "Thriller", was important in getting music videos by African American artists played on MTV.
Prior to this, videos by African-American artists were rarely played on MTV: according to MTV, this was because it initially conceived itself as a rock-music oriented channel.
Prior to this, videos by African-American artists were rarely played on MTV: according to MTV, this was because it initially conceived itself as a rock-music oriented channel.
- In 1984, MTV launched the MTV Video Music Awards (later to be known as the VMA's), an annual awards event. The inaugural event rewarded the Beatles and David Bowie with the Video Vanguard Award for their work in pioneering the music video.
- In 1985, MTV launched the channel VH1, featuring softer music, and meant to cater to the slightly older demographic who were out-growing MTV.
- The Chart Show launched in 1986 on the UK's Channel 4 in 1986. This was a program which consisted entirely of music videos without presenters. Instead, the videos were linked by computer graphics. The show moved to ITV in 1989.
In 1986, Peter Gabriel's song "Sledgehammer" used special effects and animation techniques developed by British studio Aardman Animation.
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1990'S: DIRECTORS FAME ON THE RISE
In 1992, MTV began listing directors with the artist and song credits.
During this period, MTV launched channels around the world to show music videos produced in each local market.
During this period, MTV launched channels around the world to show music videos produced in each local market.
2000'S: THE USE OF THE INTERNET
Napster, a file sharing service which ran between 1999 and 2001, enabled users to share video files, including music videos. By the 2000s, MTV and many other channels had abandoned showing music videos in favour of reality TV shows, which were more popular with audiences.
2005 saw the launch of YouTube, which made the viewing of online videos much faster and easier, Google Videos, Yahoo!Video, Facebook and Myspace's video functionality use similar technology. Such websites had a large effect on the viewing of music videos.
In 2007, YouTube users were warned about sharing videos which are the property of the music labels. After its merger with Google, YouTube found a way to pay royalties through an agreement with the major record labels. This wasn't easy as not all labels share the same policy toward music videos: some welcomed the development and upload of music videos, viewing music videos as free advertising for their artists, while other labels viewed music videos as the product itself.
The Internet became the primary income market for record companies producing music videos.
Apple's iTunes Store provided a section of free music videos in high quality to be watched via the iTunes application.
Vevo was launched by several major music publishers in 2009. Videos on VEVO are linked to YouTube, with Google.
2005 saw the launch of YouTube, which made the viewing of online videos much faster and easier, Google Videos, Yahoo!Video, Facebook and Myspace's video functionality use similar technology. Such websites had a large effect on the viewing of music videos.
In 2007, YouTube users were warned about sharing videos which are the property of the music labels. After its merger with Google, YouTube found a way to pay royalties through an agreement with the major record labels. This wasn't easy as not all labels share the same policy toward music videos: some welcomed the development and upload of music videos, viewing music videos as free advertising for their artists, while other labels viewed music videos as the product itself.
The Internet became the primary income market for record companies producing music videos.
Apple's iTunes Store provided a section of free music videos in high quality to be watched via the iTunes application.
Vevo was launched by several major music publishers in 2009. Videos on VEVO are linked to YouTube, with Google.
CONCLUSION:
To conclude, music videos nowadays are important because it is another way to get their music across to the audience. In the 1970's music videos weren't as important than they are now, as shown above.
Sources:
https://en.wikipedia.org/wiki/Music_video#History_and_development
https://www.slideshare.net/HannahCostello/what-is-a-music-video-14714016
https://en.wikipedia.org/wiki/Illustrated_song
https://en.wikipedia.org/wiki/Music_video#History_and_development
https://www.slideshare.net/HannahCostello/what-is-a-music-video-14714016
https://en.wikipedia.org/wiki/Illustrated_song
DISTRIBUTION - PAST VS PRESENT
Sheet Music
Before recorded music or live radio came sheet music, allowing those able to read music, and play an instrument to recreate the most popular compositions of the day.
The first machine-printed music appeared around 1473, allowing composers to now be able to create pieces intended for amateur musicians to reproduce and fame spread faster to popular composers. The legacy of reproduced sheet music lives on in the form of the term ‘mechanical royalties’ – which refers to payments made by record companies to the music publisher for the reproduction of copyrighted musical compositions. |
Physical Recordings
The first form of the record player was the phonograph which was invented in 1877 by Thomas Edison. People were visiting phonograph parlours in the 1890s. Poor-sounding records became popular in the first few decades of the 20th Century, but it wasn’t until the more durable vinyl records were introduced in the 1930s that the format started to become seriously popular and a big money-spinner.
Vinyl remained the dominant format until the 1970s, when the sound quality of cassette tapes had improved sufficiently to allow them to rival records. By the 1990s, CDs had become the dominant format. |
The Advent of the Digital Era
As internet connections improved and hard disk space became cheaper, the illegal sharing of music through the internet became more and more popular.
It’s estimated that worldwide revenues for recorded music fell by 50% between 1999 and 2009, which would force the industry to adapt.
It’s estimated that worldwide revenues for recorded music fell by 50% between 1999 and 2009, which would force the industry to adapt.
Napster
Before labels had a chance to adjust to the emerging model of digital music, Napster arrived and disrupted the industry.
Napster’s peer-to-peer application launched in 1999, focusing on the sharing of MP3 music files and allowing users to search for and download tracks easily. It was the first widely used music downloading service of any kind, with 80 million registered users at its peak. |
Different artists filed lawsuits against Napster for copyright infringement in 2000, setting the wheels in motion for the service’s demise. Napster lost, and shut down in 2001.
While Napster’s success may have been short-lived, it created the biggest turning point in the music industry in decades.
While Napster’s success may have been short-lived, it created the biggest turning point in the music industry in decades.
Torrents and Download Sites
After Napster came a large amount of other sites and services allowing people to download music and other copyrighted files for free. Downloads sites and torrent services began taking chunks out of record label sales.
Around 2014, courts issued notices requiring internet services to block sites that were knowingly aiding in the spreading of copyrighted works through torrents (and other means). |
Digital Download Stores
Apple’s iTunes Store arrived in 2003. At the time, it was the only digital download store to offer the catalogues of all of the major record labels, and aimed to provide a legal alternative to illegal peer-to-peer file sharing sites. By 2010 it had become the world's largest music vendor.
It took some time for the digital download market to mature. In the US, revenues from digital music sales surpassed physical sales for the first time in 2012, while in the UK it took until 2014 for this to happen. |
Streaming Platforms
In 2008, Spotify launched, allowing users to listen to uninterrupted music of their choice from a huge catalogue for a monthly subscription fee, or to listen with adverts played between every few songs for free. It soon became the most popular fully licensed streaming service.
Spotify (and other streaming sites) have faced criticism for the low revenue per stream the service generates for artists. YouTube remains the biggest music streaming platform overall across the world, although a huge proportion of music on the platform has been uploaded without the rights holders’ consent or without generating revenue for them. |
Conclusion
It’s hard to know what the future of the music industry holds, with a diminishing marginal value for recorded music as streaming services battle it out to offer the lowest subscription price. However, the ease of legal services slowly attracts people away from unreliable illegal ones. People are becoming more accepting of the moral argument around pirating music from often struggling musicians.
DIFFERENT TYPES OF MUSIC VIDEOS
Performance music video:
One music video example is Finesse (Remix) by Bruno Mars ft. Cardi B
- Shows the artist/group/band performance
- Play throughout the whole video
- Good to use on lower budget
- Focuses on different band members
- Varied amount of camera angles
- Indie rock band – good live and in recording (promotes the bands popularity)
One music video example is Finesse (Remix) by Bruno Mars ft. Cardi B
Artist: Bruno Mars
Featured artist: Cardi B
Album: 24K Magic
Released: 2016
Genres: Funk, New jack swing
Featured artist: Cardi B
Album: 24K Magic
Released: 2016
Genres: Funk, New jack swing
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Performance is when the music video consists of the artists performing in the video.
This music video is a good example as the video shows the artists continuously performing the song. This style of music video isn’t as common, as music videos that are solely dedicated to performance are not that popular, because target audiences would not be able to engage with the song or video, however this example has used costume, lighting and intriguing dance moves to display the performance in a creative way making it more interesting to watch. |
Narrative music video:
One example of a music video is Girls Like Girls by Hayley Kiyoko
- Contains mostly footage that tells a story through a moving image
- Storyline linked to the lyrical content
- Popular with songs in movies, parts of the film are inserted into the music video
- Can be like a mini film with a beginning, middle and an end
One example of a music video is Girls Like Girls by Hayley Kiyoko
Artist: Hayley Kiyoko
Album: This Side of Paradise
Released: 2015
Genre: Pop
Album: This Side of Paradise
Released: 2015
Genre: Pop
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A narrative music video contains footage that tells a story through moving image. In most cases, the storyline is linked to the lyrical content. In addition it can be like a mini-film with a beginning, middle and end structure.
There are 3 types of narrative; linear, fragmented and circular. A linear narrative starts the story at the beginning, goes on through the middle, and ends at the end. A fragmented narrative is one that doesn't. A circular narrative music video is where the ending sequence of the music video is also in the beginning. |
Concept music video:
One music video example is Virtual Insanity by Jamiroquai
- Based around a concept or an idea
- Usually obscure
- Fairly unique
- Utilise a specific editing or filming technique
- They are dramatic
- Try to get a message across by being metaphorical
- Puts it apart from narrative and performance as they are normally stereotypical
One music video example is Virtual Insanity by Jamiroquai
Artist: Jamiroquai
Album: Travelling Without Moving
Released: September 1996
Label: Sony Soho Square
Producer(s): Al Stone
Album: Travelling Without Moving
Released: September 1996
Label: Sony Soho Square
Producer(s): Al Stone
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Jonathan Glazer combines oddities that were then combined into an aesthetically bizarre and unorthodox, conceptual music video for this hit song. The video is intriguing as the audience are shifted back and forth between blank settings with only one object being the focal point, such as the couch or the cockroaches. As a band, Jamiroquai are known for their 'acid jazz/funk' genre, which is typically a combination of dance, disco, jazz and soul music.
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Mixed music video:
One music video example is Piano Man by Billy Joel
Artist: Billy Joel
Album: Piano Man
Released: 1973
Awards: Grammy Hall of Fame
Genres: Singer-Songwriter, Pop
- This is the most common music video
- It is where the artist is seen performing, in addition to a narrative story occurring throughout the video
One music video example is Piano Man by Billy Joel
Artist: Billy Joel
Album: Piano Man
Released: 1973
Awards: Grammy Hall of Fame
Genres: Singer-Songwriter, Pop
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This music video contains both aspects of performance and narrative. The performance aspects of the video are that you can see the artist playing the piano and singing along to the song. Whilst the narrative parts of the video are the people in the bar.
This video has a very close connection to the song lyrics. In the song the artist introduces listeners to different characters in the bar. When introducing them the listeners then get a visual character that matches the description. |
Synergy music video:
One music video example is A Thousand Years by Christina Perri
- Synergy is where two or more forms of media combine to make a promotional video
- Many songs are featured in films but a lot of music videos contain scenes from a film because it was featured in the original film
- Promoting both the film and the song
One music video example is A Thousand Years by Christina Perri
Artist: Christina Perri
Album: The Twilight Saga: Breaking Dawn – Part 1
Released: 18th October 2011
Songwriter(s): Christina Perri; David Hodges
Length: 4:45
Album: The Twilight Saga: Breaking Dawn – Part 1
Released: 18th October 2011
Songwriter(s): Christina Perri; David Hodges
Length: 4:45
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The song was entirely written for the Twilight Saga: Breaking Dawn part II. The song conforms to certain theorists as well as addressing the audience of young adults/late teens. It is a entirely performance music video for the parts that Christina Perri is singing, that is because if you had too many storylines occurring then the viewers would get confused.
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Animation music video:
One music video example is Clint Eastwood by Gorillaz
- Unique and distinctive style that is used in music videos
- When animation is used it sometimes features a dream like sequence that would be hard to achieve it it was shot on video, this brings the audience on a surreal journey
One music video example is Clint Eastwood by Gorillaz
Artist: Gorillaz
Album: Gorillaz
Released: 2001
Songwriter(s): Damon Albarn, Jamie Hewlett, Del the Funky Homosapien
Genre: Alternative/Indie
Album: Gorillaz
Released: 2001
Songwriter(s): Damon Albarn, Jamie Hewlett, Del the Funky Homosapien
Genre: Alternative/Indie
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Animation is used to tell a surreal story of the band rehearsing and then spirits invading their rehearsal time and changing the location from a white room to a graveyard where sinister events take place. Including, gorillas rising from the dead and then performing the famous thriller routine, and a human vs zombie gorillas fight.
This music video represents an animated music video that took quite long time to make. This is due to the designing, the creating of the music video and the specialised animators that made the video. However, the end product is used to connect with the audience members, by making the music video memorable and unique. |
Cameo music video:
One music video example is A Change of Heart by The 1975
Artist: The 1975
Album: I Like It When You Sleep, for You Are So Beautiful Yet So Unaware of It
Released: 2016
Genre: Alternative/Indie
- It is a performance style video
- The artist/s performs in their own video however does not mime or perform to their song other than the acting they portray
One music video example is A Change of Heart by The 1975
Artist: The 1975
Album: I Like It When You Sleep, for You Are So Beautiful Yet So Unaware of It
Released: 2016
Genre: Alternative/Indie
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In the music video, singer Matt Healy plays a sad-sack clown, who ruins his chances of getting the girl when a carnival date goes bad.
Healy imagined the clown character as a “not as smooth and confident as Gene Kelly type. Like a Michael Jackson meets Charlie Chapman". Considering the choreography, it's a successful attempt at merging the two legends whilst instilling some of Healy's own mopey charisma. Source: popcrush.com/the-1975-change-of-heart-music-video-watch/ |
Analysis of a music video:
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One analysis I did was for the song Finesse (Remix) by Bruno Mars ft. Cardi B
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REPRESENTATION OF GENDER IN MUSIC VIDEOS
In music videos women and men are both represented very differently. People are also displayed differently if they are openly LGBTQ+ or if their songs meaning causes there to be a gender role reversal.
A theory of gender in music videos is the 'Male Gaze theory' by Laura Mulvey. This feminist theory, is the act of depicting women and the world in the visual arts and literature, from a masculine, heterosexual perspective. This perspective presents and represents women as sexual objects for the pleasure of the male viewer. The male gaze has 3 perspectives:
Mulvey used the term 'male gaze' because of its contrast to the concept of the 'female gaze'. The male gaze is comparable to 'scopophilia', which is sexual pleasure derived from observing the passive female as an object. She proposes that an unbalance of power between the genders is a controlling force in cinema; and that the male gaze is constructed for the pleasure of the male viewer, which is deeply rooted in the ideologies of patriarchy. The perspective of the male gaze occurs when the camera places the viewer in the perspective of a heterosexual man, whose sight lingers on the curves of a woman's body. Usually, the male gaze displays the woman on two different levels:
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Hence the male gaze, the man emerges as the dominant power within the film fantasy, in which the woman is a passive object for the active gaze of the male viewer.
Over time, these constructed beliefs begin to seem "natural" or "normal" because they are carried out unchallenged, thus arguing that Western culture has adopted a hierarchical ideology which sets masculinity in binary opposition to femininity thus creating levels of inferiority.
This can be described as social cryptomnesia - which is the idea that as a social group we recall that a change has taken place but forget about the steps that brought it about.
Source:
en.wikipedia.org/wiki/Male_gaze
Over time, these constructed beliefs begin to seem "natural" or "normal" because they are carried out unchallenged, thus arguing that Western culture has adopted a hierarchical ideology which sets masculinity in binary opposition to femininity thus creating levels of inferiority.
This can be described as social cryptomnesia - which is the idea that as a social group we recall that a change has taken place but forget about the steps that brought it about.
Source:
en.wikipedia.org/wiki/Male_gaze
To increase my understanding of representations I read an article written by Kathllyn Matos (www.scribd.com/document/311640935/Representations-of-Gender-in-Music-Videos). The article starts with the statement "Representations in media texts are often simplistic and reinforce dominant ideologies so that audiences can make sense of them".
I summarised the article below:
"An appealing and satisfying music video in today's society consists of the male gender being represented as the dominant figure and possessing power/control over females. Stereotyping isn't simple. This is why music video producers today represent women by borrowing an old stereotype, for example, from the Burlesque girls. The result of this is that traditionally male qualities are more superior to females."
Kathllyn Matos then goes on to talk about Ciara's music video for 'Like a Boy' (2006), directed by Diane Martel.
I summarised the article below:
"An appealing and satisfying music video in today's society consists of the male gender being represented as the dominant figure and possessing power/control over females. Stereotyping isn't simple. This is why music video producers today represent women by borrowing an old stereotype, for example, from the Burlesque girls. The result of this is that traditionally male qualities are more superior to females."
Kathllyn Matos then goes on to talk about Ciara's music video for 'Like a Boy' (2006), directed by Diane Martel.
"She demonstrates how differently men and women are treated within the music industry. She contradicts Laura Mulvey's theory of sexual objectification of women being used as dancers to elicit sexual desire from the viewers. This is represented by clearly showing her disagreement with it. A typical hip-hop video includes a man's masculinity being evidently exposed, contrarily; women are portrayed as a fancy "thing" to look at in the most sexual manner possible.
It is noticeable that Ciara doesn't agree with this as the music video starts with the words "Ladies I think it's time to switch roles". Ciara defies these conventions by 'switching the role' and presenting her, a women, as being the most dominant." |
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"The video starts with a close-up shot showing the tattoos on Ciara's arms and the big, flashy rings on her fingers - connoting power and masculinity. There is then a long shot of her sitting on a throne-like chair with her hand on her crotch area, exhibiting her lack of unladylike manners and posture. Not only does this imitate how men are presented in hip-hop videos, but her choice of wardrobe also shows this. She is wearing a lose pair of tracksuit bottoms, trainers and a hat. All of this with chains and rings, which help construct the image of a 'wealthy male making lots of money': typically implied to the hip-hop audience.
This representation is also demonstrated through body language. At 0:23 the audience is shown a long shot of a man passively sitting on a chair while Ciara circles him like a 'lion surrounding it's prey'. This implies power, as the person being looked down on is established as the inferior figure. At 0:36, Ciara surprises the viewers with a long shot of her dressed in a suit and cornrows whilst performing masculine dance moves. In the same shot she is also dressed as a woman with a short dress, long hair and high heels. The stereotype of gender is highlighted even more by her exposure of skin when dressed as a woman. This is then challenged at 1:01 as Ciara mocks the typical male superiority through the use of a mid-shot of her heels placed firmly on the shoulder of her male alter ego. This identifies that dominance doesn't only apply for males, but that Ciara can also exhibit power and control while still being feminine. These ideas are continuously reinforced as the video proceeds to a long shot of Ciara and her dancers stood in an organised military manner while copying a similar movement to marches done in an army. It is followed by the position of the dancers forming an 'X', which clarifies their refusal to be presented as sex symbols. This representation has been created to demonstrate strength, dedication and persistency in achieving a world where females don't need to be sexualised in hopes of acknowledgment. The music video persists of establishing shots of Ciara and her 'army' implying, that they are prepared to put up a fight against this common stereotype." |
GENDER REVERSAL IN MUSIC VIDEOS
Two music video examples of gender reversal are "If I Were A Boy" by Beyonce and "Do It Like A Dude" by Jessie J. In these music videos the female singer takes a more stereotypically masculine role.
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IF I WERE A BOY
"If I Were a Boy" is a narrative and performance music video. The narrative part of the music video is the storyline between Beyoncé and her husband, whilst the performance part only features at the start (when her and her husband say the words intimacy, honesty, commitment, you, me) and at the end when the role reversal is revealed.
The music video was directed by Jake Nava and shot in black-and-white. With a theme of role reversal, it's conceptually similar to the film Freaky Friday (1976). Beyoncé said that it would depict things that men commonly do to hurt their partners, like not answering their phones, before adding that the video is about little things that mean a lot in relationships. One example of this is at the start of the music video when Beyoncé's characters husband makes her breakfast and is really excited about it, but she doesn't have time to eat it. Her character plays a police officer who has a male partner and the video goes through their days. Beyoncé's characters husband is at work and has attractive girls flirting with him but he declines their advances. Whilst she has a guy flirting with her, and she flirts back. Beyoncé said that by the end of the video, viewers would realise that the husband is actually the police officer and Beyoncé, as the female character. MTV News writer Jennifer Vineyard's analysis of the concept concluded "When we first saw it from a different perspective, Beyoncé's behaviour seemed abnormal. But when it's the guy doing everything she just did in the previous scenes, it becomes all too familiar"—which is Beyoncé's point. Source: https://en.wikipedia.org/wiki/If_I_Were_a_Boy#Music_video |
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DO IT LIKE A DUDE
This music video is a performance and narrative as well. The performance part can be seen throughout the video, in sections (not the entire way through). The narrative part involves the backing dancers costumes and the extras acting (for example, the fist fight at 1:46). The video was filmed in October 2010 and directed by Emil Nava. An explicit version premiered in November 2010.
The video begins with intercutting scenes of: someone being tattooed, a woman slicing a pig's trotter, a woman doing chemical experiments and licking a bottle of "poison", before a close-up shot of Jessie's black bejewelled lips as she sings. The video then continues with Jessie dancing in an orange hoodie and entering the flat where alternative-looking women are seen throughout the video. The video ends with Jessie, clad in a revealing, plunging white top and black costume bra, shaking her head exaggeratedly. The role reversal in this music video is shown by Jessie J's, the background dancers and actors performance throughout this video. The video demonstrates themes that were not widely publicised in 2010, for example the two girls kissing at 1:48. Another way the role reversal is shown is during the lyric "grab my crotch". The choreography for this line is for the actor to do that movement, which isn't a stereotypically female action and shows their lack of "unladylike manners and posture". Source: en.wikipedia.org/wiki/Do_It_like_a_Dude#Music_video |
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HOW DO MUSIC VIDEOS DIFFER BETWEEN A MALE AND FEMALE SINGER?
1970'S MALESThey were represented in 2 different ways for both the older generation and the younger generation.
For the younger generation, the males in the music videos tended to be the star and heart throb for the girls, and the idol for the boys. For the older generation (the parents) the males in the music videos were seen as the ideal husband for their daughters. The reason for this is because at the time the action evident in the music videos, portrayed them as very sensible gentlemen. |
1970'S FEMALESThey were seen again like the males from 2 different perspectives.
For the fans that were the younger generation especially females, they idolised the women in the music videos. The male fans of the females in the music videos tended to crush on them as a result of their popularity and looks. For the older generation, their views on women in music videos depended on the music and also how they were seen in the public eye. The males of the older generation tended to love the women as a result of their looks. |
1980'S MALESThey were represented completely differently from the way that they were in the 70’s. The reason for this is because the lyrics became more controversial (for the younger generation). The older generation thought that the males evident in the music video were mad and badly behaved. This is exactly how the directors in the music videos wanted them to be represented.
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1980'S FEMALESFemales in music videos were represented as being idols, for the changing way in which modern women at the time where being viewed. They were also represented as being trouble makers and people that didn’t fit into society.
In the same way as the younger generation seeing the males as being cool to follow, the young generation also saw the women this way. Especially the females of the younger generation. The older generation saw the females in the music videos as breaking tradition and to a certain degree being unstable. |
1990'S MALESMales were represented as being cool, calm and sexy. Especially in RnB and Hip-hop music videos.
Same as the previous decades, the younger generation idolised them and saw them as how to be in life. The majority of music videos represented them as being lady lovers. |
1990'S FEMALESThey were represented as being sexual and beautiful women. They were also portrayed as strong minded individuals. For the younger male generation they were seen as sexual idols. For the female generation they were seen as a role model to look.
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2000'S AND MODERN DAY
In most recent videos both men and women have been (more or less) showing the same representation as each other. That representation is that they are sexy, bad and also trouble makers. This is as a result of the themes that they talk about in their songs.
MEN IN HIP-HOP MUSICIn this genre of music men are portrayed as being the dominant figure by being extremely masculine. Examples of this that are often portrayed in this genre are:
Other features include:
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WOMEN IN HIP-HOP VIDEOSIn rap women are used to represent success, as they have made it to that level of fame. In some cases they are treated as accessories rather than people (which I have spoken about previously).
In addition, the majority of rap music includes insulting and sexist language towards women. Which can affect many of the younger generations. The example of rap music can allow them to form unrealistic ideas about women (especially African American women). The main reason for these negative images is for the money. On the other hand, the women may be asserting their femininity and expressing themselves sexually. |
SOUL MUSIC
This genre is more about love and how the love of a women is special. Here women are seen as being more independent. An example of which is the song "Misty Blue" by Etta James, it represents women as something to be earned not taken.
Another difference between Hip-Hop and Soul is that women are portrayed in full clothing, rather than limited amounts. |
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COUNTRY MUSIC
This genre portrays traditional male and female gender roles. In most songs, men generally drive trucks, drink beer and try to get girls.
Men are portrayed as typically being from the South and Christians.
Women are shown in a positive way (for the majority of songs). For example, women often express their independence through their songs.
Men are portrayed as typically being from the South and Christians.
Women are shown in a positive way (for the majority of songs). For example, women often express their independence through their songs.
CHALLENGING REPRESENTATIONS
Some female artists challenge the stereotypes and are rarely sexualised, for example Adele and Lorde. Even though they do so they still have a wide fan base and are just as famous as artists who do sexualise their image. Suggesting (to a certain extent) that you don't need to sexualise your image to be famous.
Source:
https://prezi.com/ft4itlpzflza/gender-roles-in-music-videos/
Source:
https://prezi.com/ft4itlpzflza/gender-roles-in-music-videos/
PHYSICAL EFFECTS ON SOCIETY
There has been in rise in plastic surgery over the years. There are many reasons for this rise but one of which is the media. Different media platforms only display men and women who are considered attractive by the majority of the population. Making people who don't look like them feel worse about themselves.
Some statistics:
(The text in green is how it applies to music videos)
Source:
https://www.slideshare.net/Pedz97/representation-of-men-and-women-in-music-videos-1
https://prezi.com/ft4itlpzflza/gender-roles-in-music-videos/
Some statistics:
(The text in green is how it applies to music videos)
- The increase in breast lifts from 1997-2012 (US) was over 54%
- The top cosmetic surgery for men in 2012 was liposuction (US)
- Between men and women about 11,419,610 cosmetic procedures were performed in 2013 (US)
- 9,536,562 of these were surgically performed (US)
- In 2013 the top cosmetic surgery was liposuction (men and women)
Source:
https://www.slideshare.net/Pedz97/representation-of-men-and-women-in-music-videos-1
https://prezi.com/ft4itlpzflza/gender-roles-in-music-videos/
Product placement in music videos
Definition: a practice in which manufacturers of goods/providers of a service gain exposure for their products by paying for them to be featured in films and television programmes.
We can see product placement in almost every entertainment outlet. From television shows to movies it has been around since the 1920's. The business is only growing and expanding into new entertainment platforms as brands seek to engage consumer awareness. Over the last few decades, brands have been focusing on integrating into the powerful platform of music videos. In the 80's and 90's it was more difficult to place brands in music videos based on the controls of the distributor, mostly MTV. Now, with the expansion of the digital world, the opportunities are unlimited, for example on YouTube, Vevo, or even the artist's own digital/social platform.
We can see product placement in almost every entertainment outlet. From television shows to movies it has been around since the 1920's. The business is only growing and expanding into new entertainment platforms as brands seek to engage consumer awareness. Over the last few decades, brands have been focusing on integrating into the powerful platform of music videos. In the 80's and 90's it was more difficult to place brands in music videos based on the controls of the distributor, mostly MTV. Now, with the expansion of the digital world, the opportunities are unlimited, for example on YouTube, Vevo, or even the artist's own digital/social platform.
Why music videos?
First, and for the most obvious reason, is for money. Brands pay to be included in an artist’s most recent video. The bigger the artist, the higher the cost. But at the same time - the higher the consumer reach. The brand gets exposure, and the artist makes money that typically goes directly back into producing the music video.
A second reason is for the benefits. Some artists will have mutual agreements with a company, where the brand gets exposure in a song or music video and the artist receives free products from the brand. This typically is for lower tier artists, otherwise called "emerging" artists. The brand may also assist the artist in reaching more consumers through the brand's own marketing efforts promoting the music video.
A third reason an artist may include a brand is for pure fun or because the brand becomes a central theme or element to their song.
Through all of these reasons, we can find product placement in the music industry almost anywhere.
A second reason is for the benefits. Some artists will have mutual agreements with a company, where the brand gets exposure in a song or music video and the artist receives free products from the brand. This typically is for lower tier artists, otherwise called "emerging" artists. The brand may also assist the artist in reaching more consumers through the brand's own marketing efforts promoting the music video.
A third reason an artist may include a brand is for pure fun or because the brand becomes a central theme or element to their song.
Through all of these reasons, we can find product placement in the music industry almost anywhere.
Case Study 1:
We Can't Stop - Miley Cyrus
We Can't Stop - Miley Cyrus
A variety of brands made it into this music video. These include:
- EOS lip balm
- Beats by Dr. Dre
- Tom Ford sunglasses
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Artist: Miley Cyrus
Album: Bangerz Released: 2013 Genre: Pop |
Case Study 2:
Telephone - Lady Gaga featuring. Beyoncé
Telephone - Lady Gaga featuring. Beyoncé
"Telephone" is known for its immense amount of product placement. Some of the brands are more naturally integrated than others, but most are randomly placed throughout the video. Brands shown include:
- Virgin Mobile
- Chanel sunglasses
- Diet Coke
- HP Envy ‘Beats Limited Edition’ laptop from Monster
- 'Plenty of Fish' dating site
- Polaroid
- Wonder Bread
The difference with this music video is that some of the brands seen didn't pay to be included. Some of which were Gaga's idea.
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Artist: Lady Gaga
Featured artist: Beyoncé Album: The Fame Monster Released: 2009 Genre: Pop |
Here viewers can clearly see both the Chanel sunglasses (recognisable for the logo on the side of the glasses) and the Diet Coke cans, that are partially hidden by Lady Gaga's hair, but still recognisable.
This was one of the brands that the artist wanted to be included. According to Lady Gaga it was a homage to her mother, who used the exact same grooming technique in the '70s. |
With the post-production texts added afterwards, it makes the 'Wonder Bread' stand out more. As the colours of the text match the packaging of the bread and the text frames the artist with the product.
The product is then seen more clearly later on in the music video. This is another product that Gaga wanted to be included. Gaga wanted to juxtapose the poison sequence in the video with all-American brands, and suggested Wonder Bread for an unpaid placement. |
Source:
https://blog.hollywoodbranded.com/5-music-video-product-placement-case-studies-infographic
https://adage.com/article/madisonvine-news/miracle-whip-plenty-fish-tap-lady-gaga-s-telephone/142794/
https://blog.hollywoodbranded.com/5-music-video-product-placement-case-studies-infographic
https://adage.com/article/madisonvine-news/miracle-whip-plenty-fish-tap-lady-gaga-s-telephone/142794/
Controversy
Reasons Why Music Videos Keep Getting Censored Or Are Controversial:
Objectifying Women:
This issue was even demonstrated as early as the 1900s, there is a sexism issue that women are illustrated as ‘pleasures’ rather than an independent being.
Violence:
Too much ‘unneeded’ and ‘excessive’ violence seems to be another common occurrence. If a video is seen as something which will promote violence among its viewers, it is seen as controversial or having the right to be censored.
Parody Issues:
They're are controversial as people may not agree to the way the celebrity is being represented and deem it as unfair and inappropriate.
Sexual Content:
The demonstration of too much sexual content needs to be age restricted, so children who are young do not feel this is a trivial lifestyle. Many videos are censored mainly because of this reason, too much sexual content is deemed inappropriate.
Objectifying Women:
This issue was even demonstrated as early as the 1900s, there is a sexism issue that women are illustrated as ‘pleasures’ rather than an independent being.
Violence:
Too much ‘unneeded’ and ‘excessive’ violence seems to be another common occurrence. If a video is seen as something which will promote violence among its viewers, it is seen as controversial or having the right to be censored.
Parody Issues:
They're are controversial as people may not agree to the way the celebrity is being represented and deem it as unfair and inappropriate.
Sexual Content:
The demonstration of too much sexual content needs to be age restricted, so children who are young do not feel this is a trivial lifestyle. Many videos are censored mainly because of this reason, too much sexual content is deemed inappropriate.
example 1: Dead end street - The kinks
Artist: The Kinks
Album: To the Bone Released: 1966 Genre: Rock YouTube Views: 1,455,018 |
Why was this video controversial?
One of the first music videos created by the Kinks in 1966, depicted the bands members as ‘top hat-wearing pallbearers’. This was deemed as tasteless by the BBC (even though the ‘corpse’ jumped out of the coffin alive) resulting in the BBC banning it. Why was it censored? After its screening, this remarkable 3 and a half minute film was banned by the BBC for being distasteful. With minimal controversy, the BBC could allude to the darkly humorous treatment of widows, pallbearers, coffins, and corpses. Perhaps, however, the true reason for the ban was hidden. The video shows slums and poverty and so they wouldn’t run it. It is therefore debatable what the real reason for the censorship was. |
EXAMPLE 2: Blurred lines - Robin thicke ft. Pharrell Williams, T.I.
Artist: Robin Thicke
Featured artists: Pharrell Williams, T.I. Album: Blurred Lines Released: 2013 Genres: Contemporary R&B, Pop YouTube Views: 540,954,576 |
Why was this video controversial?
The lyrics of the song and the way he objectified women for his pleasure in the video is a controversial issue. Overall, it was felt “the song and the music video trivialise sexual consent” and it promoted rape culture because of the title. It was felt that it was sexist towards the female race. Why was it censored? YouTube felt the video was not appropriate because of the naked women who were arguably presented as ‘sexual passive objects’, however it was then edited so the women were fully dressed and it quickly surpassed a million views after its Vevo debut. |
EXAMPLE 3: Born free - m.i.a
Artist: M.I.A.
Album: Maya Released: 2010 Genre: Hip-Hop/Rap YouTube Views: 3,600,199 |
Why was this video controversial?
Scenes from this video included one young male getting shot in the head and another blown to pieces in the shocking video depicting redhead genocide. Since this video appeared on YouTube, it encouraged thousands to debate racism. Why was it censored? The scenes of violence and nudity prompted YouTube to ban the video. There was also too much graphic content which depicted political censorship. On the 27th April, the BBC reported that the video was being removed by YouTube in some places, and labelled with an age restriction in others. |
social media
Artists use their social media accounts to promote many things, such as upcoming merchandise, tour dates or music videos. On many social media accounts such as Facebook, Twitter, Instagram and Snapchat - artists post either a picture or a short promo clip of their upcoming music video. When the video is released artists usually post the link to their music video with a short clip of it, enticing audiences to look at it. By using social media it informs more of their fans that they have something new coming out, creating more of a buzz.
To make the GIF's below I screen recorded the page on my phone and then used the website ezgif.com/video-to-gif to convert the video into a GIF so that I could load it onto Weebly.
EXAMPLE 1:
EXAMPLE 2:
This example is for Troye Sivan's song 'Bloom'. He announced the date of the release of the music video on his instagram on the 28th August 2018. He announced it by playing a short clip of the song with the video to intrigue people into watching it.
With the comment below he used a red and blue emoji heart. This matches the colour scheme in the clip. Troye also uses a hashtag which make it easier for him to find and follow the discussion about the video. They also allow the brands to track the performance of the promotions across social media. On YouTube today is has over 12 million views. |
Sources:
www.online-sciences.com/computer/hashtags-advantages-and-disadvantages/
ezgif.com/video-to-gif
www.online-sciences.com/computer/hashtags-advantages-and-disadvantages/
ezgif.com/video-to-gif