History of Music Videos

Exisiting Music Channels

MTV is an American cable and satellite television channel owned by the MTV Networks Music and Logo Group. It was initially launched on the 1^st of August 1981 and now is one of the most popular, well known channels available. It’s original purpose was to play music videos and was initially aimed primarily at young adults but now it has changed and developed to those much younger up to adults which has mainly been done through the proliferation of MTV channels:
MTV
MTV +1
MTV HD
MTV Live
MTV Live HD
MTV Music
MTV Base
MTV Hits
MTV Dance
MTV Rocks
MTV Classic
The channel now doesn’t focus mainly on music videos but also other programs, documentaries etc.

VIVA:
Viva is afree channel to air and was first broadcast on 1^st December 1993 in Germany. It is owned by MTV but led by Time Warner, Polygram Records and EMI Music. DoRo Productions were hired in order to design the channel and they were the producers of very notable music videos by bands such as Queen and The Rolling Stones. It was initially made because record labels where angry by MTV’s decision to air mainly English-speaking language music videos to the German markets. Viva then allowed German musicians to play their music and this spread worldwide. Viva now runs across Europe in Austria, Germany, Hungary, Ireland, Poland, Switzerland and of course the UK.

 

4Music
4Music is a music channel based in the United Kingdom and was launched on the 15^th August 2008 replacing ‘The Hits’ therefore making it relatively new. There were many promotional adverts played for the big launch of this new music channel and since then it has proven to be highly successful. T4 on the beach then become 4Music, the Channel 4 Stage at V Festival changed to 4Music etc. The channel launched at 7pm and began with ‘Davina and Steve’s 20 Big Ones’.

How will this help for my music video?
This will help me with my music video because I will gain a greater knowledge of the typical markets there are  for music videos and the sort of music which is played on these channels and I can then therefore decide where abouts my music video would be played and this will help with the overall style of the video.

Audience Research

How will this help for my music video?
Researching the audience for my music video is the most important element as everything must be aimed at them and for them. Also, I have decided that my music video could possibly have both a primary and secondary audience which gives me a broader market to appeal too. Similarly, knowing the specficics of the audience such as the percentage of women to men/what they would like to do/their class etc are all things I would have to consider whilst shooting and planning for the video. For example, as there would be a greater female market then male, it needs to appeal more to females or the video wouldn't get the views and overall success it should. Going down to the fine detail of what shops they would shop in will also help me for the styling of my music video- although this may not apply directly to my own video due to the era I am setting it in.

Equipment

Canon 550D
I will be using this camera to shoot my music video firstly because it is accessible to me through the media department and also because I think it will give me the quality shots that I need/want for my video. Using this camera also means that I can shoot in HD which will be essential for me as I will be creating shots such as spraying a can of hairspray, and if I light it properly then you will be able to see the partciles. Also, I feel comfortable and familiar using this camera after using it for previous media tasks such as my AS coursework creating a magazine. Using this camera I will also be able to easily change the settings to create different depths of focus, I can aim on focussing on different elements of the my actors and also as it is digital, I can store all of the footage on one memory card which I can then easily transfer onto my computer ready to place into Premiere and edit.

 Studio Lighting
I will have access to different forms of lighting I will use in my video- one of which being ones I can set up myself and move around so they are exactly where i'd like them to get the perfect lighting for my shots. These lights will be extrememly helpful as I can move them around as much as I would like to; If I dont like the lighting in a particular shot I can easily move them. Also, in my location of the black box drama studio, there are lights already rigged onto the ceiling and positioned in particular locations. Although I would not be able to move these, I can easily adjust the brightness and position my actress within the lights again to create the best possible shot I can.






Editing Software
After shooting my music video I will need to edit it all together. Luckily, in our media department I have access to a wide range of softwares that I can use which will create easy, simple yet effective editing. Firstly, I will use photoshop or indesign to create my digipak and edit any photos I may have taken. As I have used photoshop multiple times before, I will feel comfortable using this software and and therefore will hopefully get good results from it.



 To edit my actual footage, I will use Adobe Premiere. Again, I have used this programme before and therefore will not waste any time familarising myself with it. It is a very easy programme to drop clips into and edit. I am not the best with adding lots of different effects and movements etc so I think this will suit my purpose perfectly and won't be too complicated.




After editing my music video together, I will use Adobe After Effects to add on a layering over the top to add a hint of colour e.g. sepia/black and white etc. I will be using a more sepia style layering so that it adds to the 1950s style/look I am trying to create within my music video- This will finish off the overall image styling and hopefully look very effective throughout.






How will this help for my music video?
Researching into the equipment will help me because knowing what I will use allows me to familiarise myself with this software and hardware before creating my music video. This way, when it comes to creating my actual video I will know how to use everything and therefore can have a quicker creation process and use the programs/camera etc to the best of their ability to get the best shots and editing techniques.

Analysis of artist advertisements

How will this help for my music video?
As well as creating a music video, I also and required to create promotion methods such as an album poster- as with everything, analysising real products will give me a sense of the layout and structure which I can then replicate with my own work to make it look as real and effective as possible. I analysed two very contrasting posters; one of which being for a pop artist and the other for an alternative rock band. As my own video will be the music of an alternative rock artist, this will help even more and I can understand the typical form of this genre which again, I can incoporate into my own.

Analysis of previous A2 work

Final music video for vimeo from Ria on Vimeo.

I think that Ria's music video is a very good one and something that you could typically picture as a music video for a Birdy song. The overall style fits the song perfectly which makes it feel more engaging and realistic for an audience member. You can instantly tell that there is a 50s styling of the actress due to the hair and makeup however it is more subtle than the styling I will be using for my own.

Ria has added an intro to the music video of birds tweeting- this then links to the overall theme of nature from the whole video and also seems to create a calming feel before the main video has even started. The first shot of the actress we see is a high angle and she is looking up and is surrounded by trees instantly you get a feel for the overall music video.

Ria uses the camera very effectively and ensures that she just shows the audience what she specifically wants to for a reason. For example, multiple times she shoots just the actress' shoes (small brown boots to fit with the overall styling) walking along a wooden bridge. The small bits of mud, dirt and leaves that are stuck to her shoes supports the naturistic feel and gives the video a very innocent, idiolistic feel.

Throughout the music video, it cuts back to an older lady in a cottage, waiting for the girl to return. She appears to look very sophisticated and as she is stood in an arched window it gives the impression of religion.

As the song is quite slow, all of the cuts and camera movement are slow. It creates a calming feel and keeps it 'mellow'. Even though the camera shots are very still, there is slight movements within the leaves, trees from the wind create effective shots and then the walking of the actress highlights this even more.

Whilst the actress is walking along, she is constantly looking around as if she is searching for something/someone; this then mixed with the shot of her looking into the lake at her reflection suggests she could be 'searching for herself' which gives a more symbolic approach to the music video.

About three quatres of the way through the music video we see the girl arrive at the cottage where the other lady was- this is shown through a panning establishing shot showing the whole cottage before seeing her walk up the path to be greeted by the woman at the door who swiftly sends her away after looking her up and down. This is shown through shot-reverse-shot of the woman looking down, then the camera pans up to show the girls entire outfit and this then goes back to the woman who appears to then start shouting at her. Because of the way she is 'judged' by the woman, it completes the story and tells the audience that this is possibly her mother or another family member that is shocked at what she is wearing in comparison to the older lady wearing a very classy, black dress. The video then ends on the girl running away from the cottage and shot of the woman back at the arched window looking out before a fade to black.


How will this help for my music video?
Analysing a previous A2 student's work will help me to understand which is actually doable for a students work and I can use elements of their work within my own. This video in particular as it's quite similar in the way I would like to do my own: 50s stylling, quite innocent, not green screened, follows a story etc. Analysing one that will be similar will help me even more because I can shoot in a similar way to create the same overall effect. Moreover, I can learn how certain techniques have been used such as a colour overlay on the entire music video, particular camera effects and editing techniques.

What is a digipak/Digipak Analysis

Digipaks typically consist of a ‘book-style’ paperboard or card outer casing with one or more plastic trays holding the CD inside. Digipaks were the first alternative to ‘jewel cases’ used by major record companies. This style of packaging is often used for CD singles or special editions of CD albums e.g. an extended album. The packaging is less resistant to markings and scratches so the case could get marked much easier than a jewel case however some big companies use a UV coating to protect it. Digipak style cases grew in popularity among record labels and recording artists in the early 2000s.

Katy Perry: Teenage Dream
This digipak is very typical of Katy Perry and fits in with all of her music and overall style. It clearly shows the genre of pop and follows the conventions and connotations of it; every colour is extrememly bright, even the actual CDs have a design on them. I think this is a good digipak as it really stands out and obviously has had a lot of work put into it to get the look it has. Katy Perry's dark hair and dark eyes stand out as they contrast with the bright colours of the overall cover and the light pink background of clouds. It includes everything needed such as eye catching pictures and the song list on the back of the digipak. The main reason why I like this digipak is because it actually fits in with Katy Perry's style and resembles the California Girls video so it has a relevance rather than random images that have no meaning.

Rihanna: Loud
This is very similar to Katy Perry's digipak in the way that it is created based on the pictures, overall layout and CDs. Likewise, the images are based upon the 'Girl in the World' video so again it has a relevance. The images all look very tranquil and calm through the use of roses that Rihanna is laying on. She is wearing a floaty, cream dress that again creates a look of innocence in compared to the 'norm' that Rihanna is photographed as being like. This also contrasts with Rihanna's 2009 release, Rated R, which featured a prominently foreboding and angry tone with dark themes and incorporated elements of hip hop, rock, and dubstep music genresThe colour is scheme is very basic and is mainly made up of different shades of cream and red; hair, lips and roses. This stands out and makes a very effective looking digipak.

 
 

Videos I admire

The majority of Kodaline's videos are very meaningful and they follow a story; these are the sort of videos that I like to watch rather than just ones of bands performing. I think that ones with a story, the band obviously focus heavily on the lyrics and making sure they are perfect- they also can make you as an audience member relate to them making you feel more involved and a part of the video. I chose to do a story line video mainly for these reasons but also to fit in with the style of Kodaline and their video choices. 'All I Want' by Kodaline is also another very good video that follows a storyline.



As a dancer myself, I also like to watch videos that have performances in them, normally pop songs by artists such as Beyoncé, Jessie J and Rihanna. Breathe Slow by Alesha Dixon shows  her performing in a studio with a ballet bar; as this is something that I can relate to it's something I would enjoy watching however this would obviously differ from person to person. Also, I like the way that this video is in black and white rather than colour- it gives it a more authentic look which is what I would like to do with my own to set the time period. As not many music videos tend to add an after-effect of a colour overlay, it would ensure it stands out making it different from the rest.

Alternative Rock Genre

Kodaline’s music genre is mainly classed as Alternative rock. This is a genre of rock music that was formed through the independent music underground of the 1980s and this then became extremely popular through the next ten years. The original term was a lot broader and was mainly given to those who were unsure of their specified genre and whether it was the actual music or their ‘punk rock’ styling which was popular at the time and in the late 70s laid the groundwork for alternative music. Also, alternative at times has been used to describe artists’ work that received mainstream recognition or any music that seemed to have been based upon punk rock.

Alternative rock is one of the widest defined genres of music as it can easily change based upon its sound, social context, regional roots etc. For example, although Kodaline and Fall Out Boy are both examples of alternative rock, they both sound very different as Kodaline are Irish and Fall Out Boy are American; a lot of it is based upon the bands’ interpretation of the genre and the way they want to play music. When Alternative rock first came about, there were many sub genres within it and although some bands were signed to big record labels, the majority were independent labels and received very little attention from mainstream radio, television or newspapers. This highlights the success of Alternative rock and how much it has developed to today- although some bands are still signed to independent labels, a large amount of alternative rock bands are signed to big labels and festivals such as Reading and Leeds support this.

Since Alternative rock has been around, it was largely defined as the ‘rejection of the commercialism of mainstream culture’ however from the 1990s onwards, this was argued against as some of the most successful bands’  music today is defined as Alternative Rock being signed to major labels. It is also said that the actual music alternative rock bands create and the lyrics in their songs are more meaningful and truthful than that of any other genre; it’s said that the lyrics tend to address areas of social and political concern such as drugs, depression, suicide and environmentalism which means far more than lyrics used in pop songs about relationships and parties.

 

Some alternative rock groups include:
30 Seconds to Mars
Bastille
You Me At Six
Fall Out Boy
Coldplay
Blink 182
 

Music Labels

Sony/ATV Music Publishing
Sony is the largest music publishing company in the world and is co-owned by Sony Corporation and the Estate of Michael Jackson. It was originally found as Associated Television in 1955 by Lew Grades in and 1984 ATV Music Publishing was sold to Michael Jackson for $47.5million. In 1995 Michael Jackson decided to join both ATV Music Publishing and Sony Music Publishing to form Sony/ATV Music Publishing. As of 2012, Sony/ATV Music Publishing and EMI Music now operate as one company making it the largest publishing company in the world with over 2 million songs under management. Sony/ATV Music Publishing have published songs from many different artists including The Beatles, Jessie J, Kasabian, Oasis and Whitney Houston!

Universal Music Group
Universal Music Group (UMG) is the largest American music company and it currently operates next to Paris-based media company Vivendi. UMG also owns Universal Music Publishing Group which is the second largest music publishing company in the world. Throughout the years many agreements had been made for UMG to be merged with other comapnies such as Time Warner, Warner Music Group, General Electric NBC, Decca Records etc but many had then been dropped after a short period. From 2010 onwards, the chairman of the company similarly was constantly changing bringing in new ideas to the company such as making an agreement every winner of American Idol series’ would be signed to help produce music etc. Once at 2012, UMG had expanded its company hugely and it now includes many different companies within such as Mute Records, Roxy Records, EMI classics etc.

Virgin EMI Records
Virgin EMI Records is a British record label owned by the UMG. It was founded in March 2013 through the company that merger Mercury Records and Virgin Records. Virgin EMI became one of Universal Music UK’s front-line labels along with Polydor Records, Decca Records and the newly established Capitol Records UK. Mercury Records which originally released International Island Def Jam artists in the UK will now work under Virgin EMI. This new label has replaced Mercury as the official releasing label in the UK.
Virgin EMI's artists include Arcade Fire, Justin Bieber, Jake Bugg, Chase & Status, Iggy Azalea, Elton John, Rihanna, Katy Perry, Emeli Sande, Taylor Swift, Paul McCartney, U2, Bon Jovi, Cage the Elephant, Willie Nelson, Massive Attack, Alice In Chains, Tensnake and Kanye West.  

Universal Republic Records
Universal Republic Records is a record label owned again, by UMG. It was based on the label Republic Records founded by brothers Monte and Avery Lipman. In 2011, changes were made at one of the three Universal Music Group labels; Universal Motown Republic Group and Motown Records were separated from Universal Motown Records causing it to shut down and transferring all of its artists to ither Motown Records or Universal Republic Records merging into The Island Def Jam Music Group making Universal Republic stand alone. This company includes names such as Amy Winehouse, Ariana Grande, Florence and the Machine and Owl City.

Music Video Analysis - All I Want, Kodaline

Music Video Analysis

Music Video Theory

Music Video Theory

Conventions of a Music Video

Conventions of a Music Video

Research into Kodaline

Kodaline are a dublin-based Irish alternative rock group, originally known as 21 demands. They have been active since 2005 but are now currently signed to RCA Records. The band made chart history in March 2007 with their debut single ‘Give Me A Minute’ in the Irish Singles Chart; becoming the first independently released track to achieve a spot in the chart. In 2011 the band changed their name to Kodaline. Kodaline has four members: Stephen Garrigan – Vocals, Guitar, Keyboard; Mark Prendergast – Guitar; Vinny May – Drums and Jason Boland – Bass.

In September 2012, they released their debut extended play- The Kodaline EP. This included the songs: All I Want, Lose Your Mind, Pray and Perfect World. ‘All I Want’ was highly successful having been selected as BBC Radio 1 presenter Fearne Cotton’s ‘Record of the Week’, it also featured in the background of television programs and Google’s ‘Year in Review’ video. As well as ‘Kodaline EP’ they also released two other extended plays; The High Hopes EP consisting of 4 songs: High Hopes, The Answer, All My Friends, All I Want (Remix) and also the Love Like This EP which included just the one track; Love like This. In December 2012, Kodaline were then nominated for the Sound of 2013 poll and on 17^th June 2013, Kodaline released their first studio album ‘In a Perfect World’.

Their album ‘In A Perfect World’ has a total of 11 songs including recurring singles such as High Hopes, All I want, Love Like This and Pray. It then includes 7 new songs: One Day, Brand New Day, After The Fall, Big Bad World, All Comes Down, Talk and Way Back When. A deluxe album is also available on iTunes which includes extended tracks: The Answer, Perfect World, Lose Your Mind and Latch. This CD deluxe edition also contains live performances of certain songs.

Kodaline are currently preparing for their up and coming tour in some of the biggest venues in Britain in areas such as Birmingham, London, Leeds, Glasgow, Bristol and Belfast. They will then be returning to their hometown Dublin to do four concerts there.

Research into stylling

As my music video has a set theme and era of the 1950s, I will have to ensure this is very clear through the costume, makeup, hair, props etc. I have been researching the fashions and styles of the 50s to gain a greater knowledge of this era so I can really portray this within my music video. I have also been watching multiple videos on Youtube of swing/1950s dances which will again help me whilst choreographing a routine for my music video. Whilst researching male fashions I have discovered reoccuring outfits of being fitted trousers with a white shirt and braces as shown in the images on the left. I think this would look very effective as it is very plain and basic in comparison to a big, bold pattern that the female would be wearing. Also, I would be able to get some effective shots with this outfit using the braces and a hat.

50 males hair would mainly be big quiff fringes, similarly to females, with a side parting which would give a very slick, classy look.

The females fashions of the 50s then strongly contrast as they were very bold and bright. The typical style of dresses that appeared both in my research of 50s fashions and whilst watching routines all had big patterns, tight around the bust and then flared out to create a circular skirt, mainly a halterneck. I believe that this is a very stereotypical outfit of the 50s and therefore would ensure that the audience's instantly know the time period I will be creating.

Typical hairstyles of 50s females are all very curly with big quiff fringe-styles. It would be very tight curls and lots of them to cover the females entire head. Both the typical hair and makeup of 50s females are very big and over the top. Makeup consisting of bright red lipstick, heavy foundation blusher and lots of thick, flicky eyeliner and mascara. They tend to follow the style of 'pin up girls' which were most popular in the 40s and 50s.

Whilst creating my music video, I will have to practise applying the typical makeup and testing hair styles to see what looks best. I will also get a dress made with the material I chose which looks like that of typical 50s fashions to reinforce the style as much as possible.

Music Video Directors

Michael Lindsay-Hogg
Sir Michael Edward Lindsay-Hogg is an American film director, music video director, stage director and television director. His career began directing a British pop programme 'Ready Steady Go!' in the 60s which was an MTV-type programme. This led to a television special 'The Rolling Stones Rock and Roll Circus' which then later led him to direct music videos for the Rolling Stones. In the 70s-90s Hogg directed many things from films to television to Broadway however his most notable work is his directing for multiple of The Beatles' music videos. Also directing their full-length documentary 'Let It Be'.


Music Videos Directed:
The Beatles1966 - "Paperback Writer" (4 versions)
1966 - "Rain" (3 versions)1968 - "Hey Jude" (2 versions)
1968 - "Revolution" (2 versions)1969 - "Get Back"
1969 - "Don't Let Me Down"1969 - "Let It Be"

The Rolling Stones
1967 - "She's a Rainbow"
1967 - "2000 Light Years from Home"1968 - "Jumpin' Jack Flash"
1968 - "Child of the Moon"1973 - "Angie"
1973 - "Doo Doo Doo Doo Doo (Heartbreaker)"1973 - "Silver Train"
1973 - "Dancing with Mr. D"1974 - "It's Only Rock 'n Roll (But I Like It)"
1974 - "Ain't Too Proud to Beg"1974 - "Till the Next Goodbye"
1976 - "Fool to Cry"1976 - "Crazy Mama"
1976 - "Hey Negrita"1976 - "Hot Stuff"
1978 - "Miss You"1978 - "Far Away Eyes"
1978 - "Respectable"1981 - "Start Me Up"
1981 - "Worried About You1981 - "Neighbours"
1981 - "Waiting on a Friend"1982 - "Hang Fire"

Paul McCartney
1973 - "Helen Wheels"
1977 - "Mull of Kintyre"1978 - "With a Little Luck"
1978 - "London Town"

Whitney Houston
1985 - "You Give Good Love"





Jonas Akerlund
Akerlund is a Swedish film and music video director best known for directing videos that mock/pardoy move trailers, short films and other music videos. He could be classed as a very post modern music director and post modern artists he has directed for include Lady Gaga and Madonna. His most recognisable video has has directed would be said to be 'Ray of Light' by Madonna which won a Grammy for Best Music Video, Short Form and a record awards at 1998 MTV Video Music Awards, including the Video of the Year. He was a initially a member of the Swedish black metal band 'Bathory' from 1983 to 1984. He first found fame as the main video director for Swedish pop act Roxette. In 1997 he directed the video for 'The Prodigy's' - Smack My Bitch Up. This caused a lot of controversy due to it's heavy content of drug use, violence and nudity. Other artists he has worked with include the likes of Christina Aguilera, U2, Blink-182, P!nk, Britney Spears and Jamiroquia.

Music Videos he has directed:
The Rolling Stones - Doom and Gloom
Rammstein - Mein Land
Duran Duran - Girl Panic!
Maroon 5 ft Christina Aguilera - Moves like Jagger
Britney Spears - Hold it against me
David Guetta ft Rihanna - Who's that chick?
Ozzy Osbourne - Let me hear you scream
N.E.R.D - Hot 'n' Fun
Lady Gaga - Telephone
J-Lo - Fresh out the Oven
Madonna - Celebration
Lady Gaga - Paparazzi
P!nk - Sober
Madonna - Jump
Blink 182 - Miss You
Blondie - Good Boys
Paul Mccartney - Lonely Road