13th February -MUSIC VIDEO NOTES & CODES & CONVENTIONS

What are music videos made for?

Entertainment

Create more sales

Promote albums or singles further

Promote new artists to an audience and maintain the audience's focus on an existing artist.

Promoting the image of an artist

Visual images that convey meanings

Performative music video

• Usually footage of the artists performing, singing or playing instruments often on stage

• Direct address is often used

• Mode of address

• Feels like they are performing to us as viewers

• More personal

• Concert vibe

• Involving the listeners

• Trying to enforce them to feel something

• Eye contact

• Forming a connection with fans

• Lip syncing

Narrative music video

• Tell a story through technical codes

• Narrative techniques - like a feature film

• Short film style

• Communicating a meaning as well as the song e.g. Kanye West, Taylor Swift, Michael Jackson, Drake etc

Hype Williams

Genre: Hip Hop

He has worked with artists such as..

Will Smith

Nicki Manaj

Missy Elliot

Beyoncé

TLC

Best known

Known as one of the best music video directors of all time

Art form

Movie like music videos

Visions

Lighting

Frames

Visuals

Iconic style

• He is a definitive music video director

• He began as a graffiti artist ''Hype'' was his graffiti name which stuck

• He is know for the fish eye effect

• His work is very unique and you can depict it from a mile away

• He began sweeping floors and worked his way up in the industry

• In 1994 he released his first music video

• 1996 he received his first big award for best rap video

• He studied film at university

• After his great success in the music video industry he worked his way into the 'film' industry 1998

• He began directing adverts for mega brands

• In 2002 a popular DVD was released full of his best work

• '90s hip hop king'

• Recognisable style unlike anyone else on the market at the time

Conventions

Money - Cars - Women - Big bold jewellery

-What he grew up around wanting and aspiring for living in new York culture

Other directors to note down..

Michael Gondry: Known for Levi advert that won so many awards

''Music video wizard''

Director X

Audience

- Audience research is so important when filming anything in order for your work to be sucsessful

- Target audience

- Demographics, Geodemographics, Physiographics

- History, Connotations, Themes

- Personal stories, Emotion, Intertextuality, Culture, References

Pastiche

Homage

Allusion

Parody

Preparing for our presentation..

Demographics

- Justify why?

The media producers define and categorise audience through different demographic profiles.

Geodemographics

Another way to look at where the artist lives and why they attract certain people.

Zooming into the details

This often comes with assumptions and stereotypes

Physiographic

Personality, Values, Attitudes and Lifestyles.

Hobbies and interests

Defines the audience

Gives an insight to the reasoning behind their popularity.

Intertextuality

The idea that nothing is original