Music Essay (Lyn)

Unit 29: Music Video Production
by Paige Bowater


In this essay I shall be analysing the purpose of music videos, whilst focusing on the styles and conventions of particular videos, with reference to how a stars image develops through their use of promotional materials. Music videos have become a large part of popular culture, as the easily accessible format offers a quick form of entertainment as well as being an effective advertisement for the artist. They fit into multiple genres, and have become very much like short films, which visually represent hidden meanings in songs, through abstract plot lines.
Purpose:
The purpose of music videos is mainly three fold. They are used as an advertisement for the artist, as a visual representative of the lyrical message and as a source of revenue. Music videos are an easy advertisement for everyone involved in the production of a song. They advertise, most prominently, the artist performing, by commonly displaying lead singers as the main character in more constructed performances, or showing them performing. This gives the label a chance to represent an image of the artist, usually for publicity purposes. They also frequently have reference to the production company/label as well as other members of the production team. Music videos are displayed most frequently online, on sites such as Youtube, and have connections to be shared around social media, whilst also been shown on channels such as MTV thus gaining them a large fan base and a lot of viewings. Simultaneously to this, they work as visual representatives to lyrics. They give the artist a chance to visualise the message they are trying to portray in any way they wish to do it. Both of these add up and result in a larger profit and revenue for the producing company.
3 Music Videos:
Gnarls Barkley- Crazy

This video, produced in 2006, is an abstract video, showing no clear image. Each shot seems to grow, and is similar to that of blot ink tests, which are most commonly associated with psychiatrists. The video is quite simple, and is a basic way to visually show the ideas explored through the lyrics. As the artist is inside the ink blots, and not pictured as viewing
them, the video gives the impression that the song is about somebody else. The shots growing could symbolise the idea of psychological issues developing, and as the shots fade and are replaced, this could show more and more problems appearing. The genre of this piece is soul, which is quite fitting to the idea of mental struggle in the lyrics, as this is the common association through history. I believe the target audience would be aged 16+ as the issues presented would only be understood by a more mature audience.

Paramore-Now

This video is a harangue to war, showing the battle of the common against the military. Some could argue, due to the fact the singer is the lead, and has red hair, the video is referencing Boccica, whilst putting the battle in a modern light. The coloured dust, is a more creative and less graphic way of displaying the blood shed by those fighting. The target audience for this video would be aged 15+ as violence is suggested however is not explicitly shown. The video represents the artists as being common but strong, they are shown to be fighters that can take on the authorities, which is a common concept for the rock genre. The lyrics are very in keeping with the theme of the video, as they are almost an explanation into why the war is happening, 'if there's a future we want it', could be associated with a rebellion.
30H!3 ft Kesha- My First Kiss

This music video is typical of the genre. It lacks originality and shows both males and females attracting those of the opposite sex. It is a strong visual representation of the lyrics. I believe the purpose of this video is to persuade gullible fans, that if they enjoy the music and idolise the artists, they can be like them. It portrays the artists as 'players'. The glitter
and bright colours is aesthetically pleasing, however doesn't appear to have any hidden meanings.

Styles:
In concert- Example- Falling in reverse: Pick up the phone
* In concert videos are most common in rock videos. They are used to create an atmosphere around a band, showing how popular they are and encouraging viewers to want to see them.
Animation- Example- Daft punk: One more time
* These videos are most commonly used in the indie genre. They show the music as being fun and creative, whilst also being abstract.
Narrative- Example- A Day To Remember: All signs point to Lauderdale
* This style is probably the most common of all the formats as it shows the story behind the lyrics quite basically. The artists usually play the main characters, so it is also a strong advertisement for them.
Surrealist- Example- Marilyn Manson: The dope show
* Surrealist videos never appear to have a meaning behind them, however are a favourite of artists such as Marilyn Manson. They are bizarre, memorable, and usually dark.
Parody- Example- Ariana Grande: Problem (Bart Baker)
* These are videos used to mock other artists. They are usually done in a fun manner and are purely for comical effect.
Referencing- Example- Breakfast Club: Don’t you forget about me
* A referencing video is one the refers to a film (Usually shown in the film) or another artist.
Lyric Interpretation- Example- Bring me the Horizon: Drown
* These are videos that have a twist on the lyrics, whilst also representing them in one way or form.
Cutting to the beat- Example- The Offspring: Pretty fly for a white guy
* This type of video is one that the camera cuts along with the beat of the music. Often used in up beat music videos, however this technique is usually merged with others.
Miming and lip sync- Example- Limp Bizkit: Break stuff
* This type of video is not too common, and shows other people lip syncing to the artists song. They poke fun at the artist whilst giving fans a chance to get involved.

Stars Development:
Music videos are often mainly used as an advertisement for an artist. Their record label will assign them a certain look or personality to follow, which is commonly represented in the video. Artists change over time, for example, David Bowies development into Ziggy Stardust, was such a huge transformation that he even began performing under another name, then referenced the part of his time in his later work. This development was mainly shown through the makeup and attire of the artist. His extreme look become famous, and sky rocketed him to fame. It isn't just the clothes the artists wear that show their development however. Rock videos often show male artists surrounded by attractive females. Falling in reverse were notorious for this, especially in their video 'good girls bad guys', however in their more recent videos, such as 'Fashionably late', the artists a represented with a new look, and the lack of women in their videos, helps viewers to focus on the music, thus making them appear more serious as a band.
Conclusion:
I believe that narrative music videos are the strongest, as long as they are merged with lyric interpretation. The almost 'short film' concept, makes the video more entertaining and allows for the artist to become more well known as a face. The characters in these pieces, make the performer appear relatable to audiences, whilst visual representing more complicated lyrical meanings. All though these require a higher budget, purely on entertainment value and popularity, I believe they work extremely well.