Week 5 :

B13 - B18: History of Music Video
B27 - B33: Album art and design principles
B34 - Myspace/website checklist
A1 - A7: Making a music video useful tips

Week 4 Task: Carol Vernallis analysis

Nicki Minaj - Massive Attack



Vernallis' theory centres around 4 key concepts that all relate to the way a music video is constructed. They are:
     1) Narrative
     2) Editing
     3) Camera movement and framing
     4) Diegesis


NARRATIVE:

• The song is a visual response to the music
• There is a narrative and performance, although the narrative is not fully explained and quite vague: the video begins with rapper Birdman giving Nicki a stack of money, then there are various desert shots and a car chase with a a helicopter. There is a harijuku army and the video seems quite random, then Nicki escapes with model Amber Rose in a pink lamborghini.

• The narrative is quite fragmented, which leaves it open to interpretation and the quirkiness is in keeping with Nicki Minaj's eccentric image. There is a pink colour scheme; in the backgrounds, clothing and mise en scene which relates to Nicki's 'Barbie' alter ego.

EDITING:

• The video frequently cuts to the beat of the music, especially in the introduction from 0.21 to 0.30 seconds. There are lots of shots of animal and insects, which are always cut to the beat.
• Cuts match the the sharp beats and there are jumps in narrative towards the end.
• Continuity is disrupted as narrative is intercut with performance
• Some long shots and some extremely fast shots. (e.g. slow: Nicki rising from the water, fast:cuts of snakes/spiders)

CAMERA:

• Extreme cuts from wide shots of the car to CUs of different people or animals
• The camera is nearly always moving (zooms, crane, pans, etc), only static for performance.
• Extreme angles: at one point there is a LA shot of Sean Garrett followed by a HA shot of the car. (below)

DIEGESES:

• There are gaps in the audience's understanding as there isn't really a story with a climax, the video is more abstract and involved on the dancers, singers, rappers and fashion.
• The music video uses intertextual references; the car chase is symbolic of the chase in Thelma and Louise (1991, Ridley Scott) which is a film about two women escaping their caged lives, which is ironic as Nicki Minaj and Amber Rose are so outlandish and quirky.

(The end shot resembles the theatrical poster for the film.)

Week 3 Task: Andrew Goodwin analysis

Snoop Dogg feat Justin Timberlake & Charlie Wilson - Signs

Andrew Goodwin, in Dancing in the Distraction Factory (1992, Routledge) has identified features of music videos, which can be seen in this video:

1. Music videos demonstrate genre characteristics (eg. stage performance in metal video, dance routine for girl band)

• It is clear that the genre of this song is rap/hip hop/r&b.
• We know this from the singing and rapping, but also visuals such as the dancing, fancy cars and scantily clad women and the general big budget video which are all signs of a hip hop video.
• Rappers often have videos showing off their wealth and from all the shots of money, cars, alcohol, groupies and the Las Vegas location, this video is no different.

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting.)

Illustrative

3. There is a relationship between music and visuals either illustrative, amplifying, contradicting.)

Amplfiying, illustrative

 

4. The demands of the record label will include the need for lots of CUs of the artist (visual hooks) and the artist may develop motifs which recur across their work (visual style). These include CU of the star's face (money shots), iconography of the band image, visual trademarks/motifs.

• Justin Timberlake's dance moves and recognisable vocals are his trademark, which
• appear in practically all his videos. He dances a lot in this video, mainly alone which makes him stand out.
• Snoop Dogg often bops and has the 'swagger' and carefree attitude that has become his visual hook. We can see this a lot in the 'Signs' video.
• There are CUs of all three stars as they ware who the fans want to see. Even the producers, The Neptunes (Pharrell Willams and Chad Hugo) have been featured, showing the star power as they are famous as well.

(Pharrell & Chad)

5. There is frequently reference to the notion of looking (screens within screens, telescopes etc.) and particularly voyeuristic treatment of the female body.

• In the narrative, the artists tend to look at each other or other characters.
• In the performance, the artists are usually looking at the camera but do look everywhere at other characters as well.
• Looking into the camera creates an emotional connection between the singer/rapper and audience, eg. Justin Timberlake and the viewer.
• 
  

6. There is often intertextual reference to films, TV, other music etc.

• The video is set in Las Vegas, with the money as a key theme. The narrative focuses on a boxing match and the artists gambling.
• The song itself interpolates Cheryl Lynn's Got to Be Real and The Gap Band's Early in the Morning.

Week 3 Task: Genre analysis

Nirvana's Smells Like Teen Spirit video is in the rock genre. We can tell this by:

• dark colours - black and brown/red (dark grungy colour scheme)
• shots of instruments
• guys with long hair - stereotypical
• shots of the lead singer singing and playing guitar
• CUs on instruments - focus on guitar/drums etc
• headbanging
• audience playing air guitar and jumping along to beat
• crowdsurfing + moshpit
• gentle playing on verses then 'rocking out' when the chorus starts
• smashing guitar

This video is like an actual concert, with the audience participating which really makes viewers get into the song.

In contrast, Missy Elliott's Gossip Folk is a clear example of the hip hop genre. Signifiers of this include:

• choreographed routines + matching outfits
• bright colours
• money shots of famous people e.g. CU of Tweet even though she isn't featured in the video
• street dance/break dancersshort skirts + shots of female's legs (e.g. 0.59)- working on sex appeal even though Missy is a female rapper
• showing off clothes, like adidas uniforms, branded kangol hats and big gold earrings
• appearances by other rappers/singers; Tweet, Ludacris + Ms Jade
• voyeuristic treatment of female body (Ludacris in office with different women
• intertextual references to other great hip hop artists (Aaliyah, Lisa Lopez at end)
• cutting to beat of music + lyrics

Week 2 Task: Album covers analysis

Front:

Back:

1. What are the typical features that an album cover has? Make a list of all the elements they have in common.


FRONT:

• image of the artist(s)
• name of the artist - large, bold font
• name of the album - large, bold font
• parental advisory if there is swearing
• colour scheme

BACK:

• continued colour scheme
• track listing
• info on record company
• featured artists
• copyright
• artist website
• barcode

INSIDE BOOKLET

• continued colour scheme
• more images of artist
• info on tracks
• lyrics - sometimes
• thank you from the artist
• credits to those involved in making track

SPINES

• title of album
• name of artist

CD

• continued colour scheme
• artwork matches the cover, i.e. Lily Allen's debut album Alright, Still. 

2. How would you categorise the covers in front of you? Are there any other ways of distinguishing between them other than generically?

• The albums I used were from when I was young, ranging from 2000-2007 and the main category to distinguish the albums would be through genre. I split the albums into garage/UK hip hop, pop, hip hop/r&b and rock. 
• I also split them up into bands and single artists and immediatly could see similarities between all the band covers who used a layout of name and album title at the top, and a large group photo taking up most of the space.

3. Album covers serve many different functions. What do you think these are (ie what is their purpose?)

• I think that the main purpose of an album is to show audiences what an artist is selling, so that they can buy in to the brand. When I grouped the albums according to genre, it was clear that the pop covers were very obvious, with a simple photo of the band and the rock ones such as Avril Lavigne (right) were more understated. Audiences would see a cover and immediatly identify it with the genre. This can be useful for mainstream artists who want to sell their music but alternative artists could want to create an enigmatic feel, which relates to their music.

• There is usually a relationship between the text and images. We are drawn to the artwork as it is normally placed centrally and the text anchors this, such as the title 'Nellyville' from Nelly's album, which adds to the rustic, urban feel. We can see that this creates an image for the artist, branding or even re-branding them in a way that audiences will be able to identify and become familiar with.

Week 2 Task: What music means to me: Analysis

1) When, where, who with and how do you listen to music?

• Most people listened to music on TV on programmes such as top of the pops when they were younger or when they got older at gigs and festivals.
• Experiences that we remember are things like making dance routines with friends (for girls) and many boys enjoyed learning to play the guitar after seeing their role models in music videos.
• Friends and family have had huge impacts on most of us. I was influenced by my brother's taste in music and still am now.
• Advances in technology have meant that it is much easier to access music such as online or on the many different music channels available.

2) What pleasures do you get from listening to music?

• Enjoying the atmosphere at live events such as gigs or festivals.
• Social pleasures such as listening to music that friends like when we're with them.
• Actively choosing music - knowing that we might be listening to something that our friend's don't know yet.
• Inspiring friend's choices and being confident in our own taste.

3) Do lifestyles affect music consumption? (Do you listen to different music at different times?)

• My routine consists of listening to music on my iTunes when I get ready for school or work in the morning, listening to my iPod on the journey, listening to music when getting ready for nights out with friends and dancing to music when I go out. Music definitely has a big impact on my life and I can't go anywhere with my mp3 at least.
• Everyone enjoys live gigs and having fun with friends.
• Music is great for easy listening on journeys or just passing time at home and relaxing/distracting yourself.
• Nearly everyone listens to different music when in different moods.

4) What inspired your choices?

• Friends and family: when I was young, it was hard to make my own choices so I listened to a lot of the music my brother showed me or the CDs he gave me. However now I'm older and we have such easy access to all types of music, I can listen to anything.
• Most people likes music that focused on the artist, with good memories associated. Some people liked bands that had a certain image and were disappointed when that image changed or they seemed to sell out.
• Age: as we get older, we develop our own tastes and make our own choices. When I was younger I was restricted to the radio (what other people chose) and the CDs that I was bought or given. However, now we have the internet with sites like YouTube and I'm able to download off of programmes like Torrents or iTunes so we are much more free to make choices.
• Patterns such as gender: girls seemed to prefer singing and dancing along whereas boys liked to impersonate iconic males, playing instruments like the drums or guitar.
• Britishness: many people admired the artists, especially when representing Britain as we can feel a connection to them.

5) How is this work relevant to your coursework?

• This task shows the importance of connecting the music to a target audience, especially emotions which can really make the audience identify with the song and remember it.
• It can be hard to connect videos to emotions and memories but this can be very important in appealing to the audience.
• Taste is crucial - age of audience and identity of the band is something to think about. We need to connect to the right audience.
• Recognising who the audience is what they need/want from the video will be crucial.

Week 1 Task: WHAT MUSIC MEANS TO ME

Childhood

The first albums I owned were Mis-Teeq and Destiny’s child (bought for a birthday) I can remember buying my first CDs in 2002. During summer, I bought Craig David’s album Slicker than your average from HMV in Islington and later that year, I was on holiday in New York during Christmas and can even remember getting Christina Aguilera’s Stripped from Times Square! Buying CDs was a big deal for me when I was younger as I would listen to them all the time.

The song that mean the most to me would probably be Destiny’s Child - Bootylicious. My friends and I would make up dance routines to this track and practice in the garden! This is still a great song all these years later and I can still sing it in a jokey way with friends.Teens

Towards the end of my first year at Latymer, we went on a class trip to Cwm in Wales. As a joke for the talent show, myself, two girls and two guys dressed up and performed Moulin Rouge’s Lady Marmalade. I can still remember some of the dance moves and one of the guys rapping Lil Kim’s verse! I think the songs that have made an impact on me are ones that I can associate with great memories, like dancing around to them with friends.
Today

LMFAO have been one of my favourite bands for years. I really like their fun approach to music and their crazy style. Whenever I go on a night out this song gets played. I was always listening to it when I went to France and Turkey this year and the video even reminds me of lying by the pool in the sun.

Another band I love is N.E.R.D. I remember when their song ‘Everyone Nose’ came out and it was really controversial, but it’s just a good song. When I think of the video, I think of people like Pharrell and Lindsay Lohan and Kanye who made cameos, although the lyrics and events aren’t so glamorous. On a school trip to Barbados last year, this was the song that woke our room up every morning, so I won’t be able to forget it! Director Hype Williams really shows how important technology and interactivity have become with his parody of youtube.

The songs I remember most are usually always by artists that I have have liked for years. I think I remember these songs mostly for their significance in my life at certain times. As I grow older, the lyrics have carry meaning and the videos always give the song a sense memorablity.