The History of Music Videos Task 1A (Group)
1920s-1930s
Bessie Smith- St Louis Blues (1929)
The rise of Music videos started in the 1930s, but one of the earliest music videos was "Bessie Smith's- St Louis Blues" which was released in 1929. The video was shown in theater in 1932. The music video itself, was part of a American two-reel short film, "St. Louis Blues", which starred Bessie Smith,as it is based on her song. The music video was innovative because it was one of the first black and white music videos.
What was the music video innovative/How is it recognizable as a music video
The video uses recognisable music video conventions such as lip-syncing. In the video, you can see that the artist and the band are performing, which makes it a performance based video. A variety of camera shots were used in the video (long shots and medium close ups)
Technological and Cultural changes
At the time, Music videos could only be seen in the theatre/cinema back in 1930s .
What was the music video innovative/How is it recognizable as a music video
The video uses recognisable music video conventions such as lip-syncing. In the video, you can see that the artist and the band are performing, which makes it a performance based video. A variety of camera shots were used in the video (long shots and medium close ups)
Technological and Cultural changes
At the time, Music videos could only be seen in the theatre/cinema back in 1930s .
Batcat - Jetpack (1932)
Batcat was a band that recorded music videos with instruments such as electric guitars. Their music video, Jetpack (1932) was innovative because it was the first video ever made where television was invented in 1925. Also the video was famous for their experiment with electromagnetism. Also the music video was animation and was the first video to feature an actual aircraft. This was recorded and produced by a gramophone. Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown a few times throughout the music video.
What was innovative/ Important about the video/ how is it recognisable as a music video?
This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.
Technological or cultural changes
There were various changes happening during this period of time.For example in 1932, there were more music videos being made. Also lip syncing was being used more and more with music videos incorporating live performances .However, music videos started to develop over time. Some videos were even made in colour instead of black and white.
Nat King Cole- Frim Fram Sauce (1940)
Technological or cultural changes
There were various changes happening during this period of time.For example in 1932, there were more music videos being made. Also lip syncing was being used more and more with music videos incorporating live performances .However, music videos started to develop over time. Some videos were even made in colour instead of black and white.
The Music video Frim Fram Sauce by Nat King Cole used lip-syncing and live performance compared to Batcat's Jetpack in which, animation was the main focus as the band were travelling in outer space. This particular video was innovative as a music video because of the use of hyper-reailty. In the video, the artist is playing the piano on the screen but the camera shot goes back to him sitting on the chair and lip-syncing. Also during the use of hyper-reality, it had got the audience into a world that they are with the artist on the screen but when the camera shot went to the artist sitting on a chair around a lot of people in the cafe, it had got them back to the reality if what is happening. This was one of the first music videos to use hyper-reality.
1950s- 1960s
Marilyn Monroe - Diamonds Are A Girl's Best Friend (1953)
Technological or cultural changes
There were various changes happening during this period of time.For example in 1932, there were more music videos being made. Also lip syncing was being used more and more with music videos incorporating live performances .However, music videos started to develop over time. Videos were now made in colour instead of black and white.
What was innovative/Important about the video/ how is it recognisable as a music video?
This video incorporates colour and settings. The video uses a scene from the film and incorporates it into the actual music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madonna as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing I find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves around Marilyn.
1970s and 1980s
1970s
Music Videos were starting to be considered too "salacious". This was because The music video makers (Record labels) were under the impression that sex sold. This was favourable as these videos were not expensive to produced, but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with the use of of lip synching , the artist performing the song with their band.
David Bowie-Life On Mars(1971)
What was innovative/Important about this video/ is this recognisable as a music video?
This video is effective due to the fact that it uses lip syncing. The shots and props are effectively used with typical music video conventions to create hyper-reality. for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him.
The Buggles: Video killed the radio star (1981)
(Jordan)
What was innovative/Important about this video/ is this recognisable as a music video?
(My Section)
Michael Jackson: Thriller (1983)
What was innovative/Important about this video /is this recognisable as a music video?
in 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film. The video uses conventions of a normal music video. For example there is lip syncing and the artist is performing in the video.
in 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film. The video uses conventions of a normal music video. For example there is lip syncing and the artist is performing in the video.
Technological and Cultural changes
One of the most well known Cultural and technological changes that happened during the 1970-1980s period of music videos was MTV. MTV (Music Television) launched in 1981. The launch of MTV spurred the evolution of music videos in the 80s. Artists started to include narratives/stories and eye-catching visual effects in their videos. The birth of MTV also allowed Artists and musicians to create their own "Star image", A fake persona that the audience could relate to or aspire to be. MTV became a platform that paved the way for more unconventional music videos.The Police: Every breath you take (1983)
(Eunice)
What was innovative/Important about this video/ is this recognisable as a music video?
This music video was one of the many recognisable music videos in the 1980s.
The video was released in 1983, It has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs used in the video. and the video itself is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song.
1990s-2000s
Beastie Boys- Sabotage (1994)
What was innovative/ Important?
this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of intertextuallity where the music video is actually paying homage to the actually TV show. This is recognisable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.
How was it recognized as a music video?
It can be seen as a music video because it conveys the conventions of a music video such as using intertextuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.
What Technological/ cultural Change happened in this time?
Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience.
this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of intertextuallity where the music video is actually paying homage to the actually TV show. This is recognisable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.
How was it recognized as a music video?
It can be seen as a music video because it conveys the conventions of a music video such as using intertextuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.
What Technological/ cultural Change happened in this time?
Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience.
What was innovative/Important about this video/ is this recognisable as a music video?
The boy is mine is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.
It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.
Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise the characters in order to sell the music.
They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.
Whitney Huston- I will always love you
What was innovative/Important about this video/ is this recognisable as a music video?
This video uses intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.
There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.
During to the post 2003 era, music video are more important than the song because it
is the music video convey the singer's public image ,but also the video is an narrative which can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.
Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.
What Technological/ cultural Change happened in this time?
Psy-gangman style
What was important/innovative?
The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet. This video is innovative because it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.
How it is recognised as a music video?
This is very recognisable music video because it fits with the genre conventions of the song which is Korean-Pop. lip-syncing was used within the music video but the visual representation is not telling a narrative story. The artist is simply promoting himself and dancing. There is a use of editing and effects where for example: when it was about to go the hook of the song.
What technological or cultural change happened during this time?
In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track.
'If its lovin that you want'- 2005
Rihanna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This shows that she comes from the Caribbean or a tropical country.
Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.
This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.
What technological or cultural change happened during this time?
How it is recognised as a music video?
Monetisation
Monetisation is when you as an artist or a content creator can have a partnership with a YouTube network and they can monetize videos on your channel so you can gain money off of revenue. for example you can get a company to sponsor you and they will place an advertisement before your video and you can claim a percentage of revenue made of off the advertisement. You get 2 dollars for every thousands views as she is an major record label artists, she would only get 10% of the whole revenue.
formula
2,650,542,779 divide 1 thousand then times two
answer is 5,301,085.558 ( 5 thousand dollars is what psy would get from video)
Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.Often songs have a meaning. Music Videos are often used to develop the meaning behind the song and use a visualisation to create a image for the artist.Approach to give the audience a visual aspect of the song from a visual perspective and from a different outlet.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.
In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.
Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.
Product Placement:
Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.
It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.
Refers to the giving of permission to authorise advertisement to be present in your music videos in which you will be charged for. An example is Youtube, YouTube charges advitiser for the advertisement while they share the fees with you, this allows you to make more money in your pocket. however it has some bad points to it as if you add adverts to your video it's more likely to steal, distract and make your consumers sway away from your video causing you to lose consumers and money.
So if you decide to have adverts present in your music video your likely to make $2 per 1,000 views on YouTube.
examples:
In this image it shows an ad (advertising google) that appeared when i started watching the video which like i said will cost $2 per 1,000 views.
Because Youtube is worldwide it allows music videos when uploaded to be seen all over the world giving the video a wide/broad audience gaining the music video and the artist more awareness and popularity. Therefore the more known and viral the video goes it makes more money for the record label and the artist gaining more money in there pockets.
Product Placement is designed to sell and promote the products of the individual companies in which is usually embedded into a music video. Product placement is basically seen everywhere not just in music videos but on TV, billboards, newspapers, magazines etc. Its known as an advertising technique used by companies to insure the promotion of their own products allowing more awareness of that product.
However there is also another type of Product Placement called:
Paid product Placement is when your are given an incentive (money) for you to mention that companies product or brand into your music video, Tv show, film etc...
An example of Product Placement:
In this music video the product placement= is beats which has clearly been placed to advertise the beats pill xl
An example of Paid Product Placement:
In the beginning you have the artist talking about her new sony phone and giving hints to how good it is or some interesting features it has to it.
Monetising Music Videos
Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.
Product placement is often used to monetise music videos, this is where big company (such as beats) may pay the artist to have their product in the music video, for example beats headphones is a Miley Cyrus video. This is done because they know that the video will generally bring in big views and it is a good chance to subtly promote their product without being too full on and having to spend mass amounts of money on actual adverts.
It creates more awareness of the product meaning that is not only used in music videos but other media outlets/platforms as well such as news papers, billboards and TV adverts.
In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.
Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.
This is why viral videos are often most successful because they generate views and often have annotations to link them to the artists product, so they have two different sources of income from the video.
An example of this would be Pharrell Happy as it went viral and had 886,126,725 views and also had product placement from beats in the video.
Modern Period 2000- 2012
What was innovative/Important about this video/ is this recognisable as a music video?
The lyrically the song reflect moods and emotion that surround anxiety and confusion.
The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.
improved version:
we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol.
Promotion of the artist is key in a music video for the future success of both record label and the artist who will gain fame and create an image for the artist.
The lyrics of the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.
improved version:
we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol.
Promotion of the artist is key in a music video for the future success of both record label and the artist who will gain fame and create an image for the artist.
The lyrics of the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.
Mise en scene is an important convention that is used in this music video because it shows you can create a different personality with a different costumes and make up,which implies that she is feeling in secure with her image and she could be experimenting due to an traumatic issue that may have happened.
This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. The visualisation of the video is more more important than the track because different scenes( chorus and verse) shows different personality.
In the later scene, Rihanna is in a very tiny room, with her hands and legs been tied up. The video ends with Rihanna turning around on her chair.
A shot from the music video where Rihanna is seen imprisoned. She is wearing lenses that make her look as if her eyes have rolled into the back of her head.
Other scenes include Rihanna sitting on a throne chair and singing the song, while two strange women are around her. Then, multiple people around her are holding her in front of a gas chamber. As the chorus starts Rihanna is seen tied up in a bed from which she can't get out.
Lady Gaga- Marry the night
the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. The visualisation of the video is more more important than the track because different scenes( chorus and verse) shows different personality.
Other scenes include Rihanna sitting on a throne chair and singing the song, while two strange women are around her. Then, multiple people around her are holding her in front of a gas chamber. As the chorus starts Rihanna is seen tied up in a bed from which she can't get out.
Lady Gaga- Marry the night
(Tamiara)
What was innovative/Important about this video/ is this recognisable as a music video?
There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.
During to the post 2003 era, music video are more important than the song because it
is the music video convey the singer's public image ,but also the video is an narrative which can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.
Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.
What Technological/ cultural Change happened in this time?
In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see.
This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.
Sia- Elastic Heart (2015)
Sia- Elastic Heart (2015)
What was innovative/Important about this video/ is this recognisable as a music video?
This music video uses choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hyper- reality is because the girl not actually is there; it could be in the man’s imagination.
Psy-gangman style
(Daniel S)
What was important/innovative?
The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet. This video is innovative because it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.
How it is recognised as a music video?
This is very recognisable music video because it fits with the genre conventions of the song which is Korean-Pop. lip-syncing was used within the music video but the visual representation is not telling a narrative story. The artist is simply promoting himself and dancing. There is a use of editing and effects where for example: when it was about to go the hook of the song.
What technological or cultural change happened during this time?
In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track.
(Dej)
'If its lovin that you want'- 2005
Rihanna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This shows that she comes from the Caribbean or a tropical country.
Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.
This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.
What technological or cultural change happened during this time?
In 2006, it was said that Rhianna was starting to experiment and play with her image. She was portrayed as a sex symbol and changed up her image e.g. cutting her hair short to a signature pixie cut from the long bouncy hair she had before. This also influenced a change in her music as she started to move away from the reggae and dance hall and move into pop music. This was also the reason to the tittle of her album in 2007 'Good girl gone bad'.
This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.
This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.
Rihanna- Umbrella
How it is recognised as a music video?
In this music video, we notice that Rihanna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol.The colour black can have connotations to being bad and non pure or a sense of evil. To add to this, the leather clothing that she is wearing in one part of the video can be seen as seductive and appealing to the opposite sex. This also relates to the style of her and the music video as it is very conceptual because there is many artistic conventions included e.g. when she is in silver pain or the lighting effect used which is supposed to symbolize rain. In other words, the intended audience for this music video is aimed at males. The reason i think this is, is because her image has changed since then as she is becoming more provocative. This adds a sense of voyeurism and why it appeals to that intended audience.
Monetisation
Monetisation is when you as an artist or a content creator can have a partnership with a YouTube network and they can monetize videos on your channel so you can gain money off of revenue. for example you can get a company to sponsor you and they will place an advertisement before your video and you can claim a percentage of revenue made of off the advertisement. You get 2 dollars for every thousands views as she is an major record label artists, she would only get 10% of the whole revenue.
formula
2,650,542,779 divide 1 thousand then times two
answer is 5,301,085.558 ( 5 thousand dollars is what psy would get from video)
Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.Often songs have a meaning. Music Videos are often used to develop the meaning behind the song and use a visualisation to create a image for the artist.Approach to give the audience a visual aspect of the song from a visual perspective and from a different outlet.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.
In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.
Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.
How music videos are Monitised
Method A: Youtube
Method B: Product Placement
Youtube:
There are many ways to monitise a music video, using Youtube is one of them. Youtube is global and world wide, meaning that when a music video is put on there, then anyone can see it. By placing it on Youtube, it immediately makes the video global and when it gains further popularity, it will become viral.
As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.
For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.
This is the amount of views the video gained.
The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.
This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.
This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.
As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.
For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.
This is the amount of views the video gained.
The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.
This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.
This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.
Product Placement:
Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.
It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.
- Monitisation:
Refers to the giving of permission to authorise advertisement to be present in your music videos in which you will be charged for. An example is Youtube, YouTube charges advitiser for the advertisement while they share the fees with you, this allows you to make more money in your pocket. however it has some bad points to it as if you add adverts to your video it's more likely to steal, distract and make your consumers sway away from your video causing you to lose consumers and money.
So if you decide to have adverts present in your music video your likely to make $2 per 1,000 views on YouTube.
examples:
This music video by PSY - Gangnam style went viral due to the song and accompanying music video that gather a huge amount of views. This what you have to do to find out how much the record label he is signed to earned and how much the artist himself earned:
2,646,913,867 divide 1,000 x 2 = 5,293,827.734
(this sum shows how much the Universal music group the label he's was signed to earned from the YouTube views while on the other hand the artist PSY will get 10% of that cut.
This is all because the visual side of the music video is more appreciated more than the actual song as music has become devalued.
Because Youtube is worldwide it allows music videos when uploaded to be seen all over the world giving the video a wide/broad audience gaining the music video and the artist more awareness and popularity. Therefore the more known and viral the video goes it makes more money for the record label and the artist gaining more money in there pockets.
- product placement:
Product Placement is designed to sell and promote the products of the individual companies in which is usually embedded into a music video. Product placement is basically seen everywhere not just in music videos but on TV, billboards, newspapers, magazines etc. Its known as an advertising technique used by companies to insure the promotion of their own products allowing more awareness of that product.
However there is also another type of Product Placement called:
- Paid Product Placement:
Paid product Placement is when your are given an incentive (money) for you to mention that companies product or brand into your music video, Tv show, film etc...
An example of Product Placement:
In this music video the product placement= is beats which has clearly been placed to advertise the beats pill xl
An example of Paid Product Placement:
In the beginning you have the artist talking about her new sony phone and giving hints to how good it is or some interesting features it has to it.
Monetising Music Videos
Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.
Product placement is often used to monetise music videos, this is where big company (such as beats) may pay the artist to have their product in the music video, for example beats headphones is a Miley Cyrus video. This is done because they know that the video will generally bring in big views and it is a good chance to subtly promote their product without being too full on and having to spend mass amounts of money on actual adverts.
It creates more awareness of the product meaning that is not only used in music videos but other media outlets/platforms as well such as news papers, billboards and TV adverts.
In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.
Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.
This is why viral videos are often most successful because they generate views and often have annotations to link them to the artists product, so they have two different sources of income from the video.
An example of this would be Pharrell Happy as it went viral and had 886,126,725 views and also had product placement from beats in the video.
