Reflecting back on the AS year

Introduction to Music Videos

During our AS to A2 transition lessons, we explored the history of music videos and the process in  which they are made. In addition to this we began to learn about Andrew Goodwin's theory and the idea of visual pleasure. The first ever music video was Video Killed The Radio Star by The Buggles which was produced in 1970's and aired on the 1st of august, 1981. After this, MTV then went on to flourish into the global channel that it is today by becoming a platform for music videos through promotion.

Conventions of Music Videos:

Camerawork 

Tracking shots are often used in music videos to signify a journey or movement 

of some sort 

While the artist is singing (lip syncing), the focus is mainly on them giving them the most screentime

Videos are shot using bass-track editing

Shots are filmed in order/chronologically for the audience to understand the story

Different styles of camerawork to signify the narrative 

Variety of distances, shots with action - lots of movement

Editing

Special effects - different types of transitions  

Jump Cuts/Obvious editing - not static yet there is a lack of continuity which opposes continuity editing which we studied in AS

Edited to the beat of the song: cuts occur on the beat, e.g. a fast pace song would have fast pace cuts whereas a slow song would have fewer lesser frequent cuts. 

The artist tends to get the most screentime (lip syncing)

Music videos don't tend to follow a narrative structure which is conventional in film and tv drama

Mise-en-scene

Dancing or activity in music videos is often dependant on the genre: e.g. a hip hop video may have street dancing in it

High key lighting which looks appealing is common in mainstream music videos

Clothing is suited to the genre: the artist is most commonly styled in such a way to compliments the genre and theme of the music video and song. 

(Similarly, there are often costume changes which suit location changes in music videos)

Exaggeration of make-up and revealing outfits are also conventional in music videos - this is to do with male gaze and ensuring that the audiences 'needs' are met (linking to Laura Mulvey)

Generic Signifiers 

Pace of editing is dependant on genre 

Age of the artist, group or band provides an indication of the genre 

Pop videos tend to relate to the mainstream wide audience

Locations tend to match the genre

Creativity and Innovation 

Editing - music videos tend to have a creative use of transitions and special effects 

Camerawork - innovative shots

Mise-en-scene - outfits are often unique and trend setting 

Artists' performance style can also often be creative, i.e. their dancing 

Intertextual references, TV, social media, popular culture.