Andrew Goodwin - Key Features of Music Videos

Andrew Goodwin has identified the following features of music videos:

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

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

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

4. The demands of the record label will include the need for various close ups of the artist and the artist may develop motifs which recur across their work (visual style).

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

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

It is also worth considering: Whether the music video is narrative-based, performance- based or concept- based and how each element is used in it.

I have used this structure in order to identify key features within music video in my textual analyses.

Storyboards

 

The storyboards are currently in the process of being done. These are the following of what we have done so far: 

 

 

 

Copyright email

Dear Universal Music Group,

 I'm a British student, currently studying Media Studies at A2 level. As part of my coursework (50% of A2), I need to create a music video along with ancillary products. I'm working in a group of four and we have decided to use the song 'All Day and All of the Night' by The Kinks. We would like to gain permission from you to use this song for our music video, as we researched and noticed that you own copyrights over their song- 'Copyright © 2011 Universal Music Strategic Marketing. All Rights Reserved.'

 Yours faithfully, Callum Hind & Georgia Tooby.

Print screen

Target Audience

 

 

I used https://bubbl.us/ to create this brainstorm.

 

 

 



Development of ideas

This is a group a discussion of the initial ideas that I and the group are wanting to develop in the music video.

 

 

 

 

 

Additional Ideas

• Possible Café shot.

 

• All three members of the band like the particular girl, (notion of looking). This creates the narrative to the music video.

 

• Jump cuts of the instrumental music at the beginning.

 

• Time lapse at the end of the sun rising and setting.

 

•  The girl is not overly aware that they band members like her, yet it becomes more obvious throughout the music video.

 

• Possible mirror shot at the beginning  (before any source of music begins). This will suggest that the girl featuring in the music video is the centre of attention, (focal point).

 

• Features of female voyeuristic treatment (tracking shot of legs).

 

• Editing idea: black and white with coloured coats of the girl.

 

• Upside - down shots of the members of the band.

 

• Take a photo with an old camera directly at the video camera (notion of looking).

 



Wickinomics - Tapscott and Williams

Anderson's Long Tail

What is the Long Tail?

Chris Anderson in 2006 published his theory of the way that the internet has transformed commerce, consumption and economics.

Andersons idea sum's up what has been happening for a few years since broadband was rolled out for consumers. Since broadband there has been a realisation that adding up niche consumption might amount to some revenue, (no longer a lower end to the  market).

Andersons theory explains that economics usually focus on the top end of the tail and ignoring the end. His simple point is " As broadband internet allows more and more people to look for and share or buy a wider variety of material and products, what happens is that people buy less of more. So instead of ignoring all the small sales of products in favour of cent rating on huge mass sales (more of less), businesses ought to consider both routes and give equal weighing to both ends of the tail".

Summary of the theory:

The Long Tail theory - Our economy and culture are increasingly shifting from a focus of small number of hits (mainstream products) at the head of the demand curve, and moving towards a huge number of niche products in the tail. In an era where narrowly targeted services and goods can be economically attractive as mainstream products.

The internet is a virtual warehouse which has allowed fewer overheads to be associated with niche distribution and therefore infinitive choice is available.

Why this relates to the music industry?

The internet has changed the way that media (music) is consumed and therefore allowing niece products to be discovered by individuals which would have never been before. The internet is very powerful and has given majority of its power to consumers, who now decide what is a bigger seller and what isn't. The big 4 music labels; ; Sony BMG, Universal music group, EMI and Warner music group no longer dominate/control the music industry, consumers do. Grassroots media is easier to access, which makes armatures become famous using websites such as YouTube.  For example Justin Bieber could not be where he is today if it wasn't for the power of the internet.