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Friday 26 September 2014

Music Video Planning


In order to create our music video we needed to plan before we can start. We created a brainstorm listing the genre of music we have selected which is pop, followed by some of the pop artist we could think of that we were considering remaking a music video for their song, the only criteria we was given was that the song had to be at least 5 years old, so that we wouldn't be influenced by anything in the media about the artist or the music video. 
As a result of doing this plan and having a discussion on the pros and cons of doing each music video, we all agreed on re-creating Shontelle's music video T-shirt which was release in 2008. 







Shontelle's original music video for t-shirt has quiet a light soft hearted feel, this aspect I think we will try to re-create in our version of the music video. However there are numerous aspects within the music video in which we will change. 



Wednesday 24 September 2014

Rihanna Cross Media Convergence


Rihanna from hayleyboylex

Looking at cross media convergence and how they have a continuous distinguishing way of presenting the artist, through the different types of media. using the same style, colour and typography in order to ensure that the artist remains recognisable to their target audience. 

Tuesday 23 September 2014

Post modernism

Post modernism describes anything that looks culturally avante garde in an old school way. The style and concept of post modernism come about in the 20th century. 
It suggests that genre goes In circles 

Experimental ---> post modern---> cannon (perfect example of what is normal) 

The minor record labels represent the experimental stage as they have more creative freedom, whereas the mainstream industry represents the cannon, as they are influenced by previous films,music videos and TV programs etc. This is known as intertextuality. This cycle then continues. Due to the major record labels using intertextuality in their music videos, this then leads the minor record labels to experiment and come up with something new, therefore the cycle repeats itself.

With our artist that we are creating we fell she would fit into the cannon sector as she is part of a major record label and therefore has less creative freedom, she is also apart of a major record label as she is a pop star therefore they usually conform to a major record label.

Jacques Derrida 

"Perhaps the worlds most famous philosopher - if not the only philosopher" - Dinita Smith

Jacques Derrida a French philosopher work on deconstruction has been published in over 400 books, furthermore he has also been cited more than 14,000 times for in his literary criticisms and philosophy in the last 17 years. His work is based around the deconstruction on post modernism of how we as an audience act and understand ourselves. 
If the experimental stage of genre attempts to establish trends and the cannon stage works within those trends to fix them into our cultural understanding then postmodernism looks at these trends humours them and then adds something new to them. 
Thereby creating a new experimental stage.
It could be argued that music video is post modernism stage of evolution of cinema.

Short silent films----> full length dialogue films---> music videos

Postmodernism creates the 'new' by refreshing the old one example of this that has historically been altered and used for different purposes of propaganda is the famous Uncle Sam poster originally used to recruit during world war 2. 




Postmodernism also invents by copying it can be humorous or terrifying and can also be created by jut about everyone, therefore it becomes democratic. Using intertextually as a way of adapting something into post modernism. 

There are different types of post modernism n which are 

Homage- imitation of the highest form of flattery 
Pastiche- use of imagery of one text to produce a comment about another.
Parody- taking the Mick out of a former piece of work.

Postmodernism is a shortcut to mass audiences as the old is being recycled. 

Some examples of where post modernism has been used in music videos is Destiny's Child Girl this is internalising the film sex and the city and also in Katy Perry ET which is a post modernism  version of the film Wallie. 

Intertexulaity creates post-modernism. Some examples of this are from previous music videos such as madonnas music video for Material Girls, which is influenced by Marilyn Monroe. 


Furthermore more music videos which are also intertextual Chris Browns Fine China where he payed tribute to Michael Jackson on his on stage tour, the miss-en-scene was the same as Michael Jackson music video Thriller. 






Monday 22 September 2014

Digi-pack analysis


Katy Perry music video analysis


Katy Perry California Girls Music Video Analysis


In the music video Katy Perry uses feminine colours such as pinks and lilacs, to perhaps present her feminine side and also a softer side to her personality. The theme of the music video being sweets may suggests the idea of 'fantasy' to the audience. Maybe even relating to the tale of 'Hansel and Gretel' where temptation leads them to danger. The facial expressions Katy Perry portrays through out the music video again adds to this idea as it creates the sense of wonder and adventure. 

Due to the artist have the dark black hair this could suggest her as being a temptress, this idea

Is furthermore backed-up by the sexual poses and suggestive dance routine throughout. In the music video Katy Perry is dressed in very short clothing making her look very provocative towards a male audience, therefore relating to Mulvey's theory 'The Male Gaze' stating that women are only there to be looked at. This is also backed up by the lyrics sung by snoop dog "kiss her touch her squeeze her" presenting her as an object to be played with and enjoyed. 


Phallic symbols occur through out the music video, one example of this is the Ice-cream cones and the long snakes body in which Katy climbs up.This i feel is relating to the idea that men are dominant, this is furthermore made evident by snoop-dog rolling the dices almost as if he is controlling Katy's pathway. 


When katy is climbing up the snakes body in the background there is a Hollywood sign this i feel is in relation to how Katy had to climb her way to the top, in a very male dominated industry. Again the idea of voyeurism is also amplified by the shot of Katy laying naked on a cloud, the idea of the cloud being the bed and katy perry could be presented as some sort of angelic like figure. 


The idea that Katy is being dominated by snoop dog furthermore is suggested through the camera angles. Snoop dog is always presented as looking down on the game board, in which Katy is trapped inside, this is represented by a high angle shot, also using a wide establishing shot katy is presented as being small in comparison to her surroundings, this could be creating the impression that the artist feels she is out of her comfort zone or depth in her new found fame. 

The gingerbread man in the music video is also presented as being a phallic symbol in which Katy manipulates to get her own way and then the roles change to her being the dominant one. This could be suggesting Katy manipulated her way to the top. 


Later on in the music video Katy's hair changes to become a dark blue and then later on becoming a dark black, this could be used as a representation of how she is becoming stronger and also more equal to men. Also presenting how she is loosing her innocence and naivety this is most poignantly shown at the end of the music video where katy uses some cream canisters as phallic symbols and destroys all the gummy bears and male oppositions standing in her way.


At the end of the music video there is a stand off between the females and the males, in contrast with the stereo-type the females come out on top. Katy is also shown as being more powerful in the music video when the colour of the sky changes to a dark omniscient atmosphere. 
Katy's make-up at the end also portrays her as being a temptress, this is shown i think by the red lip stick as the colour red has connotations of danger,passion and also love, these factors could be suggested is what Katy used in order to work her way up the industry to get where she is today.

Friday 19 September 2014

Jay-Z music video Analysis

99 Problems Music Video Analysis


The black and white effect used in the music  video could be in relation to the  racial tension during the time the music video was produced. It also i feel sets an aggressive tone and mood to the video. 

 The music video also relates to Adorno and Horkheimers theory that there is a relationship between the lyrics and the movement in the music video, as certain words are said and image that represents that word appears on the screen for the viewer. The narrative of the music video is his former life before he became a huge sensation, him growing up in the streets of Brooklyn NYC. 

The iconography in the music video represents its genre well this is due to the baggy clothes, trainers and furthermore the voyeurism towards the females in the music video. 
The editing of the music video is very fast paced, with goes well in relation to the speed of the song seeing as it falls under the rap genre.  



There are also street dancers present in the music video this also goes well into relation with the genre.There are many aspects within the music video which relate to the stereo-type of the genre, including the graffiti, police,jail,derogatory treatment of women and the illegal dog fighting. 



The music video has an old school feel to it, this perhaps presenting him when he was 'real' retelling his childhood. Vincent Gallo is also present in the music video and he is highly recognised as a integrity based man. 

In the music video this is oppositional use of the romantic connotations, as there is a man present on the stairs who rips up a love heart which adds to the grimier effect. 



A hand held camera was used to shoot the music video which created a more realistic setting and feeling to the production of the video, making the audience feel as if they were present at the moment it was being shot. 



A lot of low angles shots are used looking up at Jay-z suggesting he is higher up or superior to his peers in Brooklyn however the camera angle changes and becomes a high angle shot when the police are present, showing that he is inferior to them and the law, but could also be in relation to the racial tension of black vs white.



The music video starts with Jay-Z walking up some stairs this could be a metaphor for him making his way to the top. Throughout the music video there are also intertexual references to Rick Ruben founder of Def Jam records therefore again he is promoting the record label he is associated with. In the music video there are numerous exit signs this could be a way of him presenting how he is getting out of the ghetto. 



Standardisation

Adorno and Horkheimer argued that all products produced by the culture industry exhibited standardised features. There argument here is that there is nothing spontaneous about the process of cultural production, it has become a routine operation that can be carried out 'in a office by the application of specific formulae'. 

Adorno and Horkheimer believe that the culture industry allows people to become 'masses' and easily manipulated by capitalists corporations and authoritarian governments. 






The purpose of a music video:

- Tell a visual story
- highlight cultural issues
- promote and artist
- promote record label
- Representation of genre/artist
- Make music famous
- Sell an artist/ band 
- indirectly make money through record sales etc.
- create a buzz
- create a image
- to create a recognisable image that will appeal to the target audience
- used as a marketing tool for the artist
- increase air play on the song 
- create more interest in the album 
- Sell singles, albums and the artists brand

Most music videos contain an element of SCOPOPHILLIA, which means the desire to look at a heavily sexual image, in music video's this is mainly centred around the women. 
This is also similar to VOYEURISM which again is very common in music videos which means to look at someone in a sexual way. 
This is most commonly AMPLIFIED by close-ups in the music videos which portray the relationship. 

Adorno and Horkheimer suggested that popular culture is then reproduced, which are released in films, tv and music videos to mass audiences, which manipulate a mass society. One of the aspects which is popular in the cultural industry is Scopophillia, therefore this is reproduced in many different TV, films and music videos, in order to gain a mass audience, this may relate to Mulvey's theory of the female gaze adding to the idea that women are objects there to be looked at. 

Friday 12 September 2014

Record Labels



In todays lesson we looked at Digi-packs and also the key elements that make a artist noticeable, i.e. their niche aspects that make them recognised to an audience. One example of this may be Beyonce as she is most recognised as being a sex symbol and also a strong feminist. The artist may also be recognisable due to their relationship with another artist, again Beyonce is linked with Jay-Z. 

Furthermore we also looked into how the media technology has changed for example how we have gone from using CD's to downloading music through iTunes or even by illegally downloading them, which in 2009, 95% of music downloaded was  illegally done, causing a crisis in the music industry. 

We also discussed how usually when an artist releases their first album the front cover usually displays their face, therefore making them recognisable to its target audience and also the general public. However some artist have chose not to use this format, but instead using a or or abstract art as their album cover, one band that did this was the Arctic Monkeys. Who are still hugely recognisable artist despite them not being displayed no their album cover. 



Wednesday 10 September 2014

Record Companies

Record companies

Record companies are media institutions and they are commercial organisations, which exists to make money.

Purpose of record companies:

- Talent scouts and development of new artists
- manage bands and artists
- production, manufacture, distribution of records
- marketing and promotion ( music video )
- copyright protection

There are three major record labels which are:

- Sony BMG 
- Universal
- Warner music group

From these are minor record labels with exists within the main four listed above.

Commodity Status- Value of a person based on the way they look. This relates in with Adorno and Horkeimer's theory of 'Culture Industry' which consists of standardization, pseudo (individuality) and capitalism.

Hegemony- This is what we socially accept as the normal every day to day way.
However the cultural Idea changes. It is stated that the media has created an almost like 'Assembly Line' in which the character of the person is almost like a factory line where the product is re-created into a mass culture. The routine is produced the same.





Media Cinematography

Brief

The brief we have been given for this unit of work is to create a new artist, digi-pack for this artist and also to film and edit a music video. 

Cinematography

In media the cinematography is consistent with the movement. The close-up shots normally present the dominance of the lead singer. Furthermore editing is used in order to create lots of fast cuts in order to add to the atmosphere of the music video.


Goodwin's Music Video Analysis (1992)

This theory states that music demonstrates genre characteristics an example of this being the dance routines and chorography that is present in pop music videos. Furthermore its also stated that there is a relationship present between the lyrics and the visuals and moreover a relationship formed between the music and the visuals.

the demands of the record label will include the needs of lots of close-ups of the artist and the artist may develop motifs which they will continue through aspects of their various work.
There is a frequent reference to notion of looking  (screens within screens etc.) There is usually also voyeuristic features of the female body portrayed.
There is intertextual reference to films, other music videos etc. which illustrates, amplifies and contradicts.

Goodwin states that every genre of music conforms to a paticualr style and are therefore perceived by the audience in a similar light to anything that is included in the same genre. for example, a stage performance is normally undergone in the music video in the genre of metal music or dance. Whereas the voyeristic  element of women dancing around in hardly any clothing and besides very expensive cars in normally associated with rap music videos. 

There also usually is a relationship between the visual and the lyrics which normally amplify, contradict or illustrate what is happening in what the audience are viewing. 
Depending on the record label that the artist is signed to they may often have some demands on how they want the music video to be shot. This may involve a lot of close-up shots of the artist, these usually occur in pop music videos. 

There may also be intertextual references to other music videos, films or Tv programs which are present in the new music video.