Purpose of music videos

By Ben Snellgrove

Introduction
Throughout this PowerPoint presentation i will comparing the use of TV and the internet to help an artists or band stature. I will be analysing their success, and how companies can pay a big part in doing so. Andrew Godwin have 5 key aspects of music videos; 1) Thought beats Seeing the sound 2) Narrative and Performance 3) The star image 4) Relation of visuals to the song 5) Technical aspects of music video I will be using these theory's throughout my presentation to identify my knowledge of music videos and how they are used to increase an artists stature, credibility and performance in the music industry.

Section 1
In this section i will be looking into why we have music videos, and how other platforms can help an artists success. Ill be comparing different TV shows, but also seeing how a TV show can influence an artists career, whether this be kick starting it, putting it towards an end or even getting them back on track.

Comparison of Artists
Why might artists chose to release a new song?? The main reason that artists chose to release new singles and albums, is mainly to increase their income and their reputation. There are many artists who release just the one song, and it becomes a huge success. For instance, artists such as Psy, Miley Cyrus and Lorde have become a huge hit and all reached number 1 within the last year. The two artists that Ill be comparing are Psy and Miley Cyrus. The reason that I've chosen these two are that they meet the criteria of research that Im looking at.

Miley Cyrus discussing about her music video

http://www.youtube.com/watch?v =HasA9y2rY4k

Sales due to popularity of music video

For this section I have chosen the artist Psy. Released in 2012, Psys first ever single went straight to number one in weeks, and all because of one reason. The Gangnam Style dance is now a global phenomenon, and this was the main reason for his success. Psy proudly owns the record for the most viewed YouTube video, and his record stands at a staggering 1,710,619,528 views. His video rose at its highest at 15 million views a day.

Artists popularity ratings due to video

The easiest answer to this question has to be Psys video of Gangnam Style. This video was viewed over 1 billion times on YouTube and all because of one reason. The dance moves that Psy involved in his video were unique and original. This is the only reason for his success, the song wasn't catchy, just annoying, he couldn't even put his success down to being a well renown act across the world, because he was a knew up and coming artist.

Comparison to another one of Psys songs

Psys second single Gentlemen was no-where near the success he had with his first. The song once again wasnt catchy or likeable, however his video 642 million views on YouTube. This may sound like a significant number, which it is, but the main reason people watched this video is because they thought Psy would bring out a new, creative and unique dance move, which would be a hit around the world. Unfortunately for Psy it wasn't, and his second single was a big failure compared to Gangnam Style.

The importance of music channels, DVD downloads and sales.

TV channels such as MTV, Viva and Channel4 music are big platforms that support the latest artists and the ones who are fading out. MTV are by far one of the biggest channels that do this. In the U.S theyve had 32 million different viewers, with 6.1 million people watching their channel every week. Tv shows like this are an extra outlet for artists, allowing them to get their music out to the public with an easy, and cheap method. Music channels like this bring back old songs and rejuvenate them, extending the time artists can make an income.

Songs for TV, Films and Adverts

Over different times of the year, old songs are rejuvenated by a new advert. The first of my examples comes with John Lewis traditional Christmas advert. They had Lilly Allen singing Somewhere only we know. This was originally sung by Keen in 2004, but after 9 years out of the charts, they found themselves back at number 11, after this advert had nearly doubled the sales theyd had previously back in 04. a reason for the success of this advert, and the song, is the storyline. If you have a story that people can relate too, or touches the public, then your half way there too having a successful song.

http://www.youtube.com/watch?v=XqWig2 WARb0

Songs for TV, Films and Adverts

Secondly, one of the most recent adverts to be seen on our TV screens is Cadburys new ad. This advert uses the song Yes sir I can boogie, and as I said before, has a storyline that people can relate too. The song is catchy, and as the previous advert that I analysed, theyve bought back a song that people had forgotten about. This song is back in the charts, even if it is at number 38. http://www.youtube.com/watch?v =aKNqojGjT_Q

Songs for TV, Films and Adverts

My third song that i will talk to you about is Skyfall by Adele. This song was made Purely for the latest James Bond film. This song had 84 million views between the UK and the U.S. Released in 2012, this was the first ever film to have been named after a song and have an official song writ after it.

Songs for TV, Films and Adverts.

Finally TV shows such as the XFactor and Britains Got Talent have a big impact on sale figures when their show is on TV. The winner tends to recreate a version of a song, with the most successful outcome of this coming from Joe McEldery, with him singing The Climb. TV shows produce a lot of successful acts, and the two ive stated have to be credited for this. Bands like One Direction and Little Mix have both been finalists on the X-Factor, while artists such as Olly Murs, James Arthur and Leona Lewis have also had their recognition from the X-Factor.

Section 2
In this section i will analysing two different genres. In this i will be showing you how their different conventions effect how they might advertise their song or album, and how their music video might be performed. I will be looking at camera work, information about the director and producer and background information about the song. In this section i will be comparing 1 song from Pop and one song from Rock. The songs i have chosen are John Lenon with Imagine and Guns n Roses with Sweet Child of Mine.

Background Information about John Lennons Imagine

This song was written and produced in the year 1971. with this being the best selling song of his solo career, with Its so hard coming second. Released in October 71, this song was produced by Yoko Ono, Phil Spector and John Lennon himself. Voted the best pop song of all time, this song sold just over 1.6 million singles in the UK alone. Following John's death in 1980, this song then further sold a staggering 2.3 million extra copies world wide.

Background Information about Guns n Roses Sweet Child of Mine

This song was recorded in 1987, but was then released in the year of 1988. This was the groups one and only number 1, with their other hits only reaching number 3. Mike Clink was the producer of this song, with Axl Rose, Slash, Izzy Stradlin, Duff McKagan and Steve Adler all being the writers. This song was written in just 5 minutes, becoming one of the greatest rocks songs ever. This song had just over 5 million sales in the U.S and UK alone.

Information about the director

Andrew Solt is a 66 year old man born in London. A well reknown producer, director, writer and documentary filmaker, Solt recieved just short of 1 million for his work on John Lennons Imagine. He spent his early years growing up in South Africa, before moving to Los Angeles in 1958. Andrew currently owns The Ed Sullivan Show, producing over 100 hours of footage.

Information about the director

Mike Clink is a record producer who started his career as an engineer at Record Plant Studios, recording such bands as Triumph, Guns N' Roses, Mtley Cre, Megadeth, UFO, Jefferson Starship, The Babys, Heart, Eddie Money and many others. Clink stayed with Guns N Roses for five years, helping them sell a combined total of 90 million copies world wide. His latest work was in 2001, where he produced and directed th album Glamorous Youth, which was later signed by Ozzy Osborne's label, Divine Recordings.

Camera work of the video (Imagine)

The video starts of with us following two people down the road. It then jump cuts to them in a new area, leading them to a big house. The video fades into the house, and then back out, where we still see the two people stood. We then have fadey image, almost like were seeing their previous lives. It then cuts to John Lennon sat there playing the guitar. After this we go back inside the house, where everything is white. We see a girl in a dress, open the doors to the garden, with a man sitting in the distance laying the piano. As the women starts to walk over to him, we cut to a close up of the two sat there as John plays the piano. She doesn't show much emotion, whilst John is singing along.

Camera work of the video (Sweet Child Of Mine)

We start with a panning shot of the stage. What we then see is the band getting prepared for a concert, we see them practising together, and working with producers and directors. As the song starts, we cut between the band as they play their instruments. This continues all the way through. Only at stages are there a few cuts where we once again see them all together. Their are lots of close ups, which allows you to see each individual character. Low shots are used to make them seem more dominant and powerful over other rock bands at that time.

Pop characteristics
Pop characteristics are a combination of many things. Firstly there is an aim to a general audience, rather than to a particular sub-culture. Music videos for a pop band or artist dont tend to be live, they will be filmed, and they normally tell a story about either themselves or relating to the song. Most pop music is intended to encourage dancing, or if not there are dance moves involved, as i explained early with Psys video. Pop songs tend to last around two and a half too three minutes. this because they tend to repeat themselves, with the chorus being sung 4-5 times throughout their song.

Rock characteristics
Rock characteristics are normally based around the instruments that they use. For instance, the electric guitar plays a big part in rock music, ever since when it was created in 1950. the bass guitar and drum kit make up the trio of instruments that people stereotypically relate to rock music. Dark clothing is another characteristic of rock music. This is because the music is quite heavy, and dark, whilst in pop the music tends to be soft and has a storyline. Rock music hardly ever has a storyline, and this is shown in their music videos as they tend to show themselves playing live on stage.

Relationship between lyrics and visuals (Imagine)

At the start of the music video, i dont believe there are to many links between the lyrics and what we see. As he says Imagine theres no country she opens the curtains as if its a new life. As we see a close up of John singing, the words and his mouth movement don't match. He goes on about imagine everything there is in the world, as they sit there in an empty house, all alone. The song then says I hope one day you will join us, and the world will live as one. This could resemble in that he hopes they come and see how he lives, and that theyre the lucky ones as him an his wife sit there on their own.

Relationships between lyrics and visuals

Its hard to say if there is a relationship between the lyrics and visuals in this video as it was filmed live, so they cant really do much to support this question. At one point it says i would hate to look into those eyes an see an ounce of pain. At this point in the video one of the band members if cuddling his wife, and as these lyrics are sung, he looks her in the eyes. The next relationship between the lyrics and visuals is where they sing where do we go now. At this point it shows two girls stood on their own, as they look at their partners. This could represent that they are struggling in their relationship and they dont know what to do next.

Relationship between music and visuals (Imagine)

At no point through this video does the video have to change pace with the song. There is simply no need, the song is soft and peaceful, and a third of the video is a close up of John and his wife. Again, at no point does the music need to cut to the beat. The song stays at the same pace throughout, and therefore the video tells you about their lives.

Relationship between music and visuals (Sweet Child of Mine)

Throughout this video on numerous occasions does it cut to the beat. This happens mostly when the drummer smacks his drums, and we cut to another band member. This doesnt happen much at the start as the song is yet to get going, but once it is this is quite a common reappearance. The music video does change pace with the music. At one point a fast beat kicks in and here we see quick changing images, which allow us to see alot of their surroundings, and the band themselves.

Close ups of artist and star image motifs (Imagine)

In this song there are a few close ups of John Lennon. This is mainly when he is sat down playing the piano. The image of the artist that is being offered is that we are seeing the abilities he has. This may convince other artists to want to work with him to produce another single. Other videos produced by John Lennon are similar, one of the characteristics of pop is that your music videos tell a story, and this is what he has done in some of his other music videos.

Close ups of artist and star image motifs (Sweet Child of Mine)
Throughout this music video there are dozens of close ups of all of the band members. This is a good use of camera time if your music video is of you playing live. Showing a lot of footage of everyone in the group allows the audience/ fans of your band to see each and everyone one of you at an equal amount of time, proving that no member is better than any other.

Close ups of artist and star image motifs (Sweet Child of Mine)
You could say that Axl Rose is shown most, as he is the main singer. This could be because of his recognition, and this could help record companies when welling this track. This is because if you are watching this music video, and you see Axls face, then you instantly go, yes i want that song, or no i don't. Most of the time the answer is yes.

Video style and Editing (Imagine)

The video style of this is very much like the characteristics. It tells a bit of a story, and some of the words relate to the actions that we are being shown in the video. The slow moving camera angles allow a soft and gentle touch to the video, which is very much pop music. The editing style of this video also relates to the characteristics of pop. As i just stated, the slow moving camera angles allow a soft touch to the music video, and the close ups of John Lennon allow the music companies to sell his face, and not just the song.

Video Style and Editing (Sweet Child of Mine)

Once again, the video style for this music video matches the conventions of rock music. The video is live, and shows them playing their own instruments. Its shown in black and white, which allows it to have a darker feel to it, which is what rock music is all about. The editing of this video also meets the conventions of rock. The fast cutting, and quick tempo to the music video, relates to the song. With cutting to the beat, this helps us get a visual idea of the song, without even listening to it.