Music Videos

Performance and Concept Videos

Music Videos are produced to help sell a song as part of a larger marketing plan. Over time music videos have become more important and now help to create the artists brand identity.

Shots

Music videos most commonly contain a performance element which focuses on the artist.
The focus on the artist can be done through repetitive close up shots of them.
In the performance element the artist normally lip syncs to the song and the editing is to the beat of the song.

Costume

Costume is normally suitable for the genre of music.
- Pop music normally has more elaborate costumes, whereas rock artists normally have simple jeans and T-shirt.

Stereotypical costume

When a costume is stereotypical of the music genre it can be referred to as a visual signifier of the genre.
- Eg. Lady Gaga’s telephone costume acts as a visual signifier for a pop music video.

Concept videos

Some music videos can also be referred to as concept videos.
A concept video is where an artist creates a narrative, or even an alternative world in the video.
- Eg. Katy Perry’s California Girl.

Both elements

Concept videos can be useful for helping to create a brand identity and to allow the artist to appear unique.
Most modern music videos have elements of both performance and concept.

Representation and Uses

Audiences may watch music videos for a range of reasons. Representation in music videos depends on the sub-genre of the song, but on the most part can be seen as stereotypical.

Representation

Representation in music videos depends on the sub-genre of the song, but on the most part can be seen as stereotypical.
Women, particularly in rap music videos, are often sexualised and seen as inferior to men.

Heteronormativity

Men in pop music videos are very often seen as superior and are meterosexual men who are well-groomed and care about their appearance.
In mainstream music videos representation is heteronormative, reinforcing heterosexual relationship expectations in society.

Uses and Gratifications theory

Blumler and Katz uses and gratifications theory can be applied to music videos as it can offer diversion for the audience from their day to day routine.

Escapism

If a video has a strong concept, it can offer escapism and it removes the sense of reality for the audience.

Personal identity

Music videos can offer a sense of personal identity for audience members, particularly if the artist has a strong brand identity.
- Eg. Beyonce is represented as an empowered feminist and so her audience may take pleasure from identifying elements of themselves in Beyonce.

1Overview

1.1Media Language

1.1.1Media Language

1.1.2Media Language 2

1.2Audience

1.2.1Audiences

1.2.2Audiences 2

1.2.3End of Topic Test - Media Language & Audience

1.3Representation

1.3.1Stereotypes

1.3.2Gender

1.3.3Audiences

1.4The Media Industry

1.4.1Media Industries

1.4.2Ownership

1.4.3Funding & Regulation

1.4.4End of Topic Test - Representation/Media Industry

2Component 1: Section A

2.1Magazines

2.1.1Magazines

2.1.2Pride

2.1.3Pride 2

2.2GQ

2.2.1Context

2.2.2Narrative

2.2.3Representation

2.3Advertising & Marketing

2.3.1Advertising & Marketing

2.3.2Analysing Adverts

2.3.3Analysing Adverts 2

2.3.4Theories & Principles

2.3.5End of Topic Test - Magazines & Advertising

2.4Print Advertisements

2.4.1Quality Street

2.4.2This Girl Can

2.5Film Posters (Marketing)

2.5.1Spectre

2.5.2The Man with The Golden Gun

2.5.3The Man with The Golden Gun 2

2.6Newspapers

2.6.1Ownership & Regulation

2.6.2News Selection

2.6.3Media Language

2.6.4Genres

2.6.5Newspaper Conventions

2.6.6Representation

2.6.7Audience

2.6.8Theories

2.6.9End of Topic Test - Newspapers

2.7The Sun

2.7.1Context

2.7.2Narrative

2.7.3Language & Images

2.8The Guardian

2.8.1The Guardian

2.8.2Narrative

2.8.3Language & Images

3Component 1: Section B

3.1Video Games

3.1.1Video Games

3.2Film

3.2.1The Big Six

3.2.2Technology

3.2.3End of Topic Test - Video Games & Films

3.3Radio

3.3.1The Radio Industry

3.3.2Categories of Radio Station

3.3.3Technology & Radio Audiences

3.3.4Theories

3.3.5End of Topic Test - Radio

3.4No Time To Die

3.4.1Context

3.4.2Narrative

3.4.3Representation

4Component 2: Section A

5Component 2: Section B

5.1Music Video

5.1.1Music Videos

5.1.2The Music Industry

5.2Michael Jackson

5.2.1‘Black or White’

5.3Taylor Swift

5.3.1Bad Blood

5.3.2Intertextual References

5.3.3Media Theories

5.3.4Representation

5.3.5Social Media

5.4Bruno Mars

5.4.1Uptown Funk

5.4.2Analysis

5.4.3End of Topic Test - Music Videos

5.5Lizzo

5.5.1Context

5.5.2'Good as Hell'

5.5.3Media Language

5.5.4Representation

5.5.5Audience

5.5.6Industry

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