A music video is ‘a distinctive art form which can allow really interesting creative opportunities’ (P.Fraser 2005)
The sole aim of a music video is to promote and advertise the artist and their music. It has to promote interest and entice the audience. They are especially designed to attract the attention of the audience and create aspiration as it is the main way to show people what new songs have been released. Music videos allow the brand to promote the artist along side promotional merchandise, magazine adverts and websites. If done correctly, the media language and narrative is what creates the perfect music video and helps generate public interest.
A music video allows much more freedom and creativity in the media language, mise en scene and narrative that can be used. Majority of music videos tend to show the artist performing their song as well as showing a storyline. These run along side one another hence implying a sense of uniqueness and authenticity of the vocalist. Certain music genres have their own sense of style and iconography and generally there is a correlation between the lyrics of the song and the graphics and choreographic style of the video.
The story that is shown in a music video may have many possible meanings as it up to the audience to interpret what they see. Narratives are open to interpretation and such components are often shown in music videos where there is no fixed image. For example in a music video you may be shown a character who is depressed and misses her loved one etc. Audiences could interpret this into many different ways such as her boyfriend might have broken up with her, or the person who she likes does not like her, or the boyfriend was unfaithful to her. There is never one fixed meaning to what is shown.
Camera movement, angle and distance all need to be analysed. Camera movement may accompany the movement of the performers but may also be used to induce a more vibrant feel to stage performance. The common denominator in moving image is the way the camera is used to add effect which generally has a significant impact on the meaning that is portrayed to the viewer. In a music video there are often lots of close ups of the main artist/vocalist. The close ups of the artist outweigh the rest of the music video and try to create a sense of significance for the viewer. It also adds emphasis to the artist/band on sale and their image.
As part of the voyeurism the setting and image is often associated with the type of artist and will create a sexual attraction particularly of the images of women. Not only does this attract men but with no doubt also attracts women as women always want to be more glamorous and sexy and more like the famous artists shown through the media.
By the time the whole music video is viewed by the audience they are already aware of the genre its artists and the song. The audience has an idea of what to expect if he purchases the full album and tends to create expectations. Through the correct use of media language and narrative the role of the music video is fulfilled and it has been able to promote the artist possibly on a worldwide basis.
Media language that is often used in music videos
Camera shots
• Long shot
• Medium shot
• Close up shot
• Extreme close up shot
Camera Angles
• Birds eye view
• High angle
• Eye level
• Low angle
• Oblique angle
Camera movement
• Pans
• Tilts
• Tracking shot
• Hand held
• Crane shot
• Zoom lenses
• Ariel shot
Camera movement often works in pace of the music
Focus
• Deep – Look at everything
• Selective – Looks at most important subject
• Soft – When edges blur together
Lighting
• Low Key – Dramatic, moody
• High Key – Bright and exciting
• Low contrast – Not many different colours, natural lighting (often used when telling a story)
• High contrast – Dramatic, volatile
Codes and Conventions
-Each music genre has its own style and iconography
-There is a relationship between the lyrics and the visuals
-There is also a relationship between the music/beat and the visuals and the way it is edited
-There is a demand on the part of the record company for lots of close ups of the main artist
-There is often voyerism
-There is likely to intertexual references
Media Language in Music Videos I looked at 4 different music videos to see what similarities in media language do they consist of and whether they all have similar codes and conventions. These are some of the print shots i took from the videos.
The sole aim of a music video is to promote and advertise the artist and their music. It has to promote interest and entice the audience. They are especially designed to attract the attention of the audience and create aspiration as it is the main way to show people what new songs have been released. Music videos allow the brand to promote the artist along side promotional merchandise, magazine adverts and websites. If done correctly, the media language and narrative is what creates the perfect music video and helps generate public interest.
A music video allows much more freedom and creativity in the media language, mise en scene and narrative that can be used. Majority of music videos tend to show the artist performing their song as well as showing a storyline. These run along side one another hence implying a sense of uniqueness and authenticity of the vocalist. Certain music genres have their own sense of style and iconography and generally there is a correlation between the lyrics of the song and the graphics and choreographic style of the video.
The story that is shown in a music video may have many possible meanings as it up to the audience to interpret what they see. Narratives are open to interpretation and such components are often shown in music videos where there is no fixed image. For example in a music video you may be shown a character who is depressed and misses her loved one etc. Audiences could interpret this into many different ways such as her boyfriend might have broken up with her, or the person who she likes does not like her, or the boyfriend was unfaithful to her. There is never one fixed meaning to what is shown.
Camera movement, angle and distance all need to be analysed. Camera movement may accompany the movement of the performers but may also be used to induce a more vibrant feel to stage performance. The common denominator in moving image is the way the camera is used to add effect which generally has a significant impact on the meaning that is portrayed to the viewer. In a music video there are often lots of close ups of the main artist/vocalist. The close ups of the artist outweigh the rest of the music video and try to create a sense of significance for the viewer. It also adds emphasis to the artist/band on sale and their image.
As part of the voyeurism the setting and image is often associated with the type of artist and will create a sexual attraction particularly of the images of women. Not only does this attract men but with no doubt also attracts women as women always want to be more glamorous and sexy and more like the famous artists shown through the media.
By the time the whole music video is viewed by the audience they are already aware of the genre its artists and the song. The audience has an idea of what to expect if he purchases the full album and tends to create expectations. Through the correct use of media language and narrative the role of the music video is fulfilled and it has been able to promote the artist possibly on a worldwide basis.
Media language that is often used in music videos
Camera shots
• Long shot
• Medium shot
• Close up shot
• Extreme close up shot
Camera Angles
• Birds eye view
• High angle
• Eye level
• Low angle
• Oblique angle
Camera movement
• Pans
• Tilts
• Tracking shot
• Hand held
• Crane shot
• Zoom lenses
• Ariel shot
Camera movement often works in pace of the music
Focus
• Deep – Look at everything
• Selective – Looks at most important subject
• Soft – When edges blur together
Lighting
• Low Key – Dramatic, moody
• High Key – Bright and exciting
• Low contrast – Not many different colours, natural lighting (often used when telling a story)
• High contrast – Dramatic, volatile
Codes and Conventions
-Each music genre has its own style and iconography
-There is a relationship between the lyrics and the visuals
-There is also a relationship between the music/beat and the visuals and the way it is edited
-There is a demand on the part of the record company for lots of close ups of the main artist
-There is often voyerism
-There is likely to intertexual references
Media Language in Music Videos I looked at 4 different music videos to see what similarities in media language do they consist of and whether they all have similar codes and conventions. These are some of the print shots i took from the videos.
- While looking at these music videos i realised that there were a lot of shots of the main artist.
- Majority of these shots were close ups and medium shots.
- They consisted of both storyline shots and performance shots.
- The camera movement also moved with the pace of the music, the visuals were going with the beat.
- The lighting changed according to the visuals.
- Artists were shown very rich and glamorous
- Females were shown in a very sexy and glamorous way - appealing both to men and women - voyerism
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