What Is A Music Video?

What is a music video?

1)     Hip Hop-Jay Z

2)     RnB-Chris Brown

3)     Rock ‘n’ Roll-Elvis Presley

4)     Dance-Katy B

5)     Rap-Eminem

6)     Funk-Marvin Gaye

7)     House-Afro Jack

8)     Garage-Artful Dodger

9)     Opera-Katherine Jenkins

10) Classical-Ludwig Van Beethoven

Purpose of a music video

·                   A market tool used to promote the artist or their songs

·                     A short narrative or representation of the artist

·                     To attract a particular target audience

·                     To identify an artist/group

·                     To buy into the artists lifestyle

·                     To show the different generic conventions of a genre/music video

·                     For the audience to remember the music video

·                     To make a song available to a wide audience

·                     To show more about the artist

·                     The audience request music videos

·                     To build a relationship with the artist

·                     For the audience to understand more about a song

 

Music videos are split into 3 different categories: Concept, Performance and Dance.

 

Concept:

A concept based music video is when there is a message in the song which the artist is trying to show them through their music video.

Performance:

A performance based music video is used to promote the artist. This displays their musical talent and usually contains synchronised dancing.

Narrative:

A narrative based music video is when the video tells a story. The story usually relates to the lyrics giving the guidelines to the story. An example of a narrative based music video is ‘Taylor swift-you belong to me’

 

In Christina Aguilera's 'Beautiful' music video she uses the element of performance, narrative and concept to convey the message she is trying to get across to the audience, that it doesnt matter how different you are, but to believe that you are beautiful. It is a performance because we see Christina Aguilera singing to the camera but also a narrative because of the images we see of people who consider themselves imperfect

 

 

 

Goodwin's Theory. Chris Brown-Forever

Chris Brown-Forever

Chris Brown music video for the song forever has a range of different shots and the mise en scene connotes different ideas that the lyrics backs up. In the music video Chris Brown the artist of the song pulls outside a warehouse in a fancy and flash car. The fancy and flash car is to connote how rich he is. It is also to connote that he is a successful artist as he has such a nice car in his music video. 

Chris Browns music video ‘Forever’ does convey a relationship between the lyrics and the visuals, although this is only shown in small parts of the video. The music video is more performance based mainly showing the artist dancing and driving nice flashy cars. The performance based music video and vast use of close-ups is to brand and advertise the artist so the audience can buy into his lifestyle. 

In the music video Chris Brown is dancing with his arms in the air by his side. During this the camera is panning around the artist in 360 degrees. The pan is also in a mid-shot so the artists face is and clothes are what you see the most. This part of the music video is shown when the artist is singing his main chorus. 

The music video uses special effects. The special effects are loads of log lights flying around him while he his dancing. The song lyrics are about loving forever and the long beam of lights flying around him connotes how is in a trance of love and nothing is going to get in his way. There is always a close up of him singing and the artist Chris Brown looks directly into the camera while singing. This is for his female fans as his facial expressions connote emotions of love. 

Another camera shot is a long shot of the room in the warehouse where Chris brown is with other dancers. They are all synchronised dancing and this happens in the part of the song when the tempo starts to build up and get faster. The synchronised dancing is hip hop which hits a broad target market so execution of the dancing must be key. The fast movement of the dancing is then backed up through the use of different camera shots to make it look continues and fluent. 

The mise en scene of Chris brown is of the usual trendy hip hop artist. He is wearing a American jock jacket which is extremely popular within America. He also puts in a chewing gum in his mouth as soon as he gets out the car. This is trying to connote a fresh start in love forever which then relates with his song lyrics. 

Music Channels

Music Channels

MTV

MTV stands for music television and have a very broad commercial appeal. They do mainly aim at a younger trendy generation but do often cater for people not in their target audience. 

MTV plays usually plays old hit songs that have been remixed by new young artists. They also mainly play new songs that are very popular to their target audience.

5 artists that appear on a regular basis are lady gaga, Katy Perry,  Two Door Cinema Club and Rihanna.

The channel is used as a form of branding as they have their own clothing line which all presenters in the channel will most likely wear.

The logo appeals to the target audience because it is simple and stands out. The simple logo is now recognized all over the world.

VH1

The target audience to VH1 is people aged between 25-30.

The channel plays a variety of music from different eras.

The artists that they play are mainly mainstream like Ed Sheeran, Rihanna, Nicki minaj, Flo Rida and pink.

Vh1 are a subsidiary of MTV.

Colourful to appeal to the audience and is shaped like a cube to convey the different genres of music they play.

Scuzz

The target audience to VH1 is people aged between 25-30.

The channel plays a variety of music from different eras.

The artists that they play are mainly mainstream like Ed Sheeran, Rihanna, nicki minaj, Flo Rida and pink.

Vh1 are  a subsidiary of MTV.

Colourful to appeal to the audience and is shaped like a cube to convey the different genres of music they play.

Channel AKA

Channel AKA has a very young precise target audience. They aim at a young generation between the ages of 13-25. This is the target audience as these people enjoy grime hip hop. They play grime music as they are trying to reach a certain target audience.

 Artists that have regularly been seen on channel AKA are Benny Banks, K Koke, fugitive, Sneakbo and Devlin.

The channel is used to brand the artists and their own type of branding which some grime artists have. For example JME has his own brand known as BBK which he will wear when performing on Channel AKA to brand/Advertise his clothing range.

The target audience to the box is teenagers from 14 to young adults about 20 years old due to the fact that they will mainly play new music.

They play a variety of different music like Hip Hop, RnB and dance.

Three artists that appear regular on the box is Rihanna, Chris Brown and Tinie Tempah.

They use subsidaries labels as a form of branding like 4 music, kerrang, magic and kiss.

The logo is cool and simple which makes it easier for their target audience to remember.

BOX Television

The target audience to the box is teenagers from 14 to young adults about 20 years old due to the fact that they will mainly play new music.

They play a variety of different music like Hip Hop, RnB and dance.

Three artists that appear regular on the box is Rihanna, Chris Brown and Tinie Tempah.

They use subsidaries labels as a form of branding like 4 music, kerrang, magic and kiss.

The logo is cool and simple which makes it easier for their target audience to remember.