Learning Media Arts
A Music Video is defined as "a commercial video featuring a performance of a popular song, often through a stylised dramatisation by the performers with lip-syncing and special effects".
But is this all a music video is?
For some a music video is a short film in itself. They go beyond simply just a performance of the song and can be pieces of art in themselves. In fact, many now famous directors got their start in music videos, developing their signature styles such as Michel Gondry, Spike Jonze, Mark Romanek and David Fincher.
But is this all a music video is?
For some a music video is a short film in itself. They go beyond simply just a performance of the song and can be pieces of art in themselves. In fact, many now famous directors got their start in music videos, developing their signature styles such as Michel Gondry, Spike Jonze, Mark Romanek and David Fincher.
Codes and Conventions
Much like most other media, music videos have their own sets of codes and conventions. What kind of codes and conventions do you think are specific to the music video? How are they different from short films, feature films or music documentaries?
Music videos most of the same techniques used in film such as animation, live-action, documentary, narrative short and non-narrative approaches. They may even combine elements and cross genre to experiment with different conventions and play with audience's expectations.
Music videos most of the same techniques used in film such as animation, live-action, documentary, narrative short and non-narrative approaches. They may even combine elements and cross genre to experiment with different conventions and play with audience's expectations.
Early Music Videos
In the 1960s music videos were used mostly as promotional short films in order to market a single or album.
In 1964, The Animals released House of the Rising Sun, which was one of the first of these performance clips, having a purposely built stage and the band lip-syncing with the song. |
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The ERA OF MTV
In the 1980s, music videos came to prominence when MTV based their entire format on the medium. The channel was officially launched on the 1st of August 1981, with The Buggles' "Video Killed the Radio Star" being the first video shown on the channel.
In 1984 MTV launched the MTV Music Video Awards, in order to celebrate the creativity and excellence of artists and music video directors. One of the presented awards is is the MTV Music Video Award for Video of the Year. Have a look at the winners since the inception of the award. Why do you think they were chosen as best of the year? How have music videos changed in the last thirty years? Also consider the representation of gender and race within the music videos and the images that the media portrayed and portrays. |
MTV Music Video Winners
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One Shot Music Videos
One-shot music videos can be traced back to Bob Dylan's Subterranean Homesick Blues. They employ the technique of capturing all the action in one long take or at least give the impression that it was. One-shot music videos take a lot of planning, rehearsal and patience to capture perfect take.
Think about how one-shot music videos usually do not use just one shot type or camera angle and how they move between multiple different types.
Think about how one-shot music videos usually do not use just one shot type or camera angle and how they move between multiple different types.
Quiet possibly the kings of one-shot music videos, OK Go have carved out a niche for eye-catching, impressively choreographed videos using the one shot formula. The most well know of these, Here It Goes Again, aka that treadmill video. The original video had over 50 million views
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Music Videos as a StoryTellIng
Having evolved from the early video of just the artist singing, music videos have now become short films in themselves, telling epic stories. Many music videos these days will have extended versions in which act as introductions to the video's content.
Possibly one of the best music videos is Michael Jackson's Thriller. The regular music video is about 3 minutes, but the extended version is 13 minutes 43 seconds long - that's the length of most short films. In fact, Michael Jackson himself referred to his music videos as short films and would correct people who would call them otherwise.
The short film was directed by John Landis, a well-known comedy filmmaker, who after this transitioned into horror films. Why do you think this video is still so beloved? |
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Music Videos as Commentary on Social & Political Issues
Musicians have a large audience that they can reach and sometimes they use that influence to bring awareness to social and political issues. Sometimes artist bring awareness to an issue but sometimes the video is a damning commentary on said issue.
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After their Eurovision 2022 win, Kalush Orchestra released an accompanying music video to their winning song "Stefania".
Their win had been surrounded by the current effects of the 2022 Russian Invasion of Ukraine and Kalush Orchestra uses their video to highlight the impact of this invasion and to ask for support for their country. |
Thinking Time
Think about your favourite music video.
- Name, Title, Artist?
- What genre is the music and what genre is the music video?
- Why do you like it?
- What filmic techniques are used in the production of the clip?
Assessment
The assessment for this unit will be to produce in groups a music video to a song of your choice.
- Development - during this stage you will research inspiration and brainstorm ideas.
- Pre-Production - during this stage you will storyboard, plan shots, and organise location, costumes & props.
- Production - during this stage you will film your music video, using the planning from pre-production to assist you.
- Post-Production - during this stage you will edit your work and add any appropriate effects and colour grading.