A2 Media Music Video

Andrew Goodwin Conventions    Goodwin explains his theory by 6 different conventions in a music video. 1) There is a relationship between the visuals either illustrating, amplifying or contradicting the Lyrics. 2) Through beats - There is a relationship between music and visuals again, either illustrating, amplifying or contradicting the Music. Bounce is also another music that cuts to the beat and keeps the shots in time and at the same pace of the music. 3) D emonstrating genre characteristics with their own music video style and iconography. Michael Jackson performing live with his iconic glove. 4) Lots of close ups of the artist/vocalist - this promotes an iconic star image and helps the artists become recognized as a brand. 5)  Voyeuristic treatment - especially when relating to females in the video. 6) Inter textual of other artists products and text - common in humorous videos.  Fancy music video - with shots referen

Laura Mulvey Theory  The Male Gaze theory The  'Gaze' is a concept based on how the audience views the people presented in the video. Laura Mulvey's theory of the "male gaze" suggests that women are just purely an object for men to enjoy and that these women also should enjoy this attention.  This causes women to be highly objectified in the media industry on many platforms from photos to sexualised music videos. This also causes the female audience of these videos to only be able to see the artists or people in it being represented from a male perspective. As society has changed and developed in modern times, so has the representation of women in media. Male Gaze has always existed to an extent, for example in adverts in the 1950's there were very pretty women who were seen to be completely reliant on a man and just there as a 'pretty face'. However now, society has caused female representations to be extremely more sexualized in the media

Categories of music video Performance based Some other examples of performance based music videos:  Bloc Party - Two more years   Lady Gaga - Perfect Illusion - using shots of her performing and an audience  Narrative based Some other examples of narrative music videos: Katy Perry - Last Friday night                                                           Taylor Swift - You belong with me Concept based  Other concept music videos:  Red Hot Chilli Peppers - Californication - a concept based around a video game animation. 

Conventions of a music video  https://prezi.com/p/w9a5i36dh_wh/#present

Music video timeline 'Help' was The Beatles first music video The start - 1950's - 60's: Elvis, The Beatles and Bob Dylan started to produce short films that went alongside their ever growing popularity with their music Due to such mass fan bases, it became important to see the artist and not just hear them as it gave the fans a feeling of a stronger connection to them. 'Subterranean Homesick Blues' was Bob Dylan's first video They all used videos to promote their music, CD sales and concert sales at the peak of their carer. It was very rare and unusual for music videos in these times, and with a changing society, images of these artists unconventional clothes and hair had some social controversy which just helped expand interest and views of these new videos. This was a concept people had never really seen before. One of Elvis' most early videos Although the videos had simple concepts behind them, and did not use

Music video functions What job does a music video do? Michael Jackson music video advert on MTV Promotion:   Interesting videos will persuade the viewer to purchase the song in the video - this is the main purpose of videos, producers will carefully plan the features and ideologies of these videos to make it interesting. With recent technology, such as youtube vidoes allows 'pop up' links to purchase the song directly from iTunes. This increases online sales much more now compared to when the only videos were really shown on MTV, as YouTube was made in 2005. Before this there wasn't many viral marketing oppurtunities for smaller artists, as only big ones such as Michael Jackson could afford to be shown on MTV.    Since 2005, viral marketing has increased with many more purchases directly from the online video. Girls on film video Creating a persona: Artists will set a certain mood in their videos with the imagery and ideology, this mood will al