Research: Diverse Music Videos

Diverse Music Video

What are music videos:

Music videos are used to present a type of genre and its music, it promotes the artist and the album. Diverse music videos are likely to be concept and narrative based with the narrative being unclear for the audience to understand. Diverse music videos are only shot and directed by certain people and this is why, they differ from mainstream music videos.  

Chris Cunningham

Chris Cunningham creates  music videos that are very disturbing for the audience, Cunningham's videos have no clear narrative which makes it hard for the audience to understand his videos. He is known to work with deformative ideas, for example, he created a PlayStation clip that was focused on a young teenage girl. Her looks indicate that she has a illness because of her appearance, this can be offensive towards the audience but it also does interest them because no other artist has created or produced videos like Cunningham. 

The camera captures the human looking sing to the song, this is very creative because it represents Bjork's (the artist of the video) star image as very unique, the director has come up with a idea that does not make sense to the narrative of the song which makes it interesting to watch and listen to. 

The audience for this video will be very confused but her loyal fan base will want to watch it again. This music video has won multiple credits for example; MTV music video awards, gave their break though video to Bjorks music video because it was very interesting from the use of cinematography.

Chris Cunningham is known to use decorative ideas in his music videos and for this music video he has captured a couple fighting while being naked. i think that he's trying to show the profession of life and how the world has developed in many ways. 

The type of characters Cunningham has used, suggest that this idea only works on niche genres because the narrative is not clear to the audience so for him to use different characters show that he wants to get audiences attention and this idea will not work on mainstream videos because the audience will not enjoy it as it is not what the want from an artist. 

Micheal Gondry

Micheal Gondry is also a very popular artist in the music industry, however his music videos are not as disturbing as Chris Cunninghams. Gondry's work is mainly based on techno dance, most of his video are mentally challenging. 

This music video is called 'The white strips' the way Gondry has used long sots to capture the two performers, it shows that the music video is very fancy and unique because no other artist has used this performance in their music videos. The visuals is very rhythmic as the beat gets faster the audience sees the female artist playing her interment in different positions. this is entertaining for the audience because it shows the music video is very natural as Gondry has not used any editing techniques. 

Moreover, this video is a memorable music video because it is very natural. The use of filming, allows the audience to understand the relationship between the visuals and lyrics. Also, Gondry has used no cuts while filming, this indicates that he did have to make sure that while recording every time that every dancer was in place. However, this also shows that Gondry had a low budget for this music video because the entire music video is located outside a city which suggests that he didn't have to pay money to rent a place out to film. Star image is very unique in this video because the audience only sees the artist towards the end of the clip, the dancers are shown throughout the video. 

Gondry works with mainstream artists such as Kylie Minogue, in her music video the audience is confused because the way the video is capture links back to the lyrics. This music video is very unique for mainstream audiences because no other artist has created a video like this so it appears to be different to them. 

The artist doesn't loose the audiences attend as she is dancing and singing at the same time, her appearance is very different from her other videos as the audience is always used to seeing her glamorous. 

Advantages and Disadvantages of Diverse Music videos

Diverse music videos should stay away from mainstream music culture

I do agree that diverse music videos should stay away from mainstream music culture because diverse music videos aim at different audience where as mainstream music cultures aim from the early teenage stages and onward. Diverse music videos are entertaining because the audience expects something very unique where as mainstream music videos are very basic and similar. 

Conclusion

Overall, when creating my music video I will be including some of Michael Gondry's ideas as I will not be able to work with him. I find his work very unique, I think that if I create a music video that is from a pop song then his ideas will make my music video stand off because its very simple but interesting. 

Research: Music Channels

Music Channels

Music television is a type of television programming which focuses on playing music videos from bands and artists. There are a range of different channels as in today's society most people prepare to listen to the updated tracks lists over music channels. Music channels are also free so there less people want spend money on buying CD's. Music channels are very popular today because mainly teenagers like to listen to the latest songs which also means that new artists become more popular and this helps artists to gain more audiences. There are different music channels in the UK, that the audience could watch:

1. Kiss
2. Sky Sports 
3. Radio 1
4. Stars Tv
5. Viva 
6. 4Music 
7. Magic 
8. Heart 
9. Flava 
10. Heart Tv
11. Bliss 
12. Capital Tv

MTV has sister channels that are suitable for different audiences, for example there is; MTV Hits, MTV Base, MTV Dance, MTV Live, MTV Hit. These channels are called sister channels as they are attracted to MTV. the sister channels aim at different audience such as MTV Dance is mainly aimed at music clubs, where as MTV Hits plays chart music which is aimed at ages 15 and over. As music videos are not as entertaining, music channels need to rely on shows as well. This allows them to keep their audience entertained. MTV has many sister channels because they target at a wider audience which these audiences have different expectations. MTV meet these expectations so they become more popular in the market from other music channels that do not have as many sister channels.

Advantages of having so many music channel:

• Music videos promote the artist and this helps them to become popular and known when their music is played in various music channels 
• Music channels make it easier for the audience to connect to the artist 
• Music channels establish the artists popularity as there are various music channels and people could find out new artists
• The viewer is entertained by the artist
• The music industry becomes more successful and earns more money
• The artist earns more money as well because as their music is being played on music channels, new fans will want to buy the single/ album if they like the artist

Disadvantages of having so many music channels:

•  Music channels are no longer playing music as much and try to appeal to a larger audience by playing Shows and festivals as well

Conclusion

For my music video I think that 4Music would play my music video because as I will be creating a niche music video I will use clips that may not be suitable for MTV to show as MTV have a wider audience starting from the early teenage stage. I need to consider the music channels that will play my music videos because I have to ensure that I target my album at the right audience. If my music video contains any use of weapon/ drugs, then this will be affect the viewers of MTV because they will not like the fact that this music video is being shown as younger teenagers tend to watch MTV. 

Research: Media Institutions

Media Institutions

Media institutions are companies that produces and distributes media products, this changes from the popularty of the artist. Having an institution can contribute to success because depending on how successful the company is, they will help the artist to achieve their own success. For example, if the institution company has a limited budget then they will only produce the music video and then leave the artist, however this can change on how globally the institution is know. 

The four leading institutions:

1) EMI:

EMI is a music recording and publishing company, It is known for the worlds leading music company. EMI is an international institution so it knows labels such as; Angels, Blue Note, Capital and Capital latin etc. An girl group that was working with EMI was the Spice Girls, their record label were 'Virgin.' 

Spice girls were consisted with 5 girls and they were a British girls group. After signing to EMI their international success helped them to sell 85 million albums world wide. EMI is an institution that likes to work with bands and this means that these bands are alternative mainstream stars who are not always in the public eye. 

2) Sony BMG:

Sony BMG provides international superstars with music labels; artists that are labeled by sony BMG is Britney Spears. This music institituion offers different music genres such as Hip-Hop, Country and Classical. Alicia Keys is an international Hip-Hop artist that has sold over 12 million copies worldwide. Sony BMG is a media institution that leaves the artist after she produces her album, This means that the artist will still be successful but it may take the artist time and money in order to be popular. 

3) Universal:

Universal music group is the world's largest music content company. This is one of the worlds music groups that develops and discovers new recording artists. As universal is very popular around the world, they target at a world wide audience so the artists that are signed up  to universal for a label markets and promotes music for a globally and international audience. Miley Cyrus is an artist that is signed to Univerisal music group. This has allowed Miley to have a wide fan base because universal discovered Miley when she was just a teen, and when she was a teen her record label was 'Walt Disney' they developed her skills and this has allowed her to become very success. Artists that have a record label with universal, have an advantage of aiming at a wide audience because universal is the only media institution that does not leave their artist after signing a record label. 

4) Warner:

Warner music group is not a poplar as other media institutions, however they are still an international institution. They have labels such as; Atlantic, East west etc. Even though they are not as popular as Universal but they still help new artists to achieve. 

Charli XCX has a record label with Warner music group, although they are not popular, Charli has a international audience. Charli XCX performs at warehouse raves in London, her record label is called Asylum. Warner music group is an institution that works with new artists, they help new artists to be popular but not to a wide audience. 

Advantages and Disadvantages of being signed to an institution:

- Advantages:

• allows an artist to remain popular and be in the public eye because the institution will advertise the artist 

• If an artist is singed to an institution then they are secure 

• New artists that signed to institutions are more advantiable because Institutions invest lots of money in providing artists with many opportunities, including: recording, touring, video shoots ect
• Institutions, such as Sony, EMI, Warner etc, are likely to have built up many connections over the years, which is helpful for artists, as the connections help them to reach their music career goals.

- Disadvantages:

• Once an artist is signed to an institution they must follow the rules and listen to the institution, restricting them from making independent decisions regarding their music. 

• If an artists music is struggling to receive success, the institution may consider letting go of the artist or not renewing their contract. 

• Getting signed to an institution is likely to be difficult as they may lack interest until the artist proves to be making professional music that has potential. 

Conclusion:

In conclusion, I was thinking to have a music label from universal because as I am a new to producing music videos, I do not have a internationals fan base so Universal will help me to get audience to listen to my music. The reason why I have chosen Universal as my media institution is because artist that are signed to Universal make Pop music which is the type of genre I want to make music from. As Universal is very successful and popular, my artists star status is likely to be popular as the institution has already many audiences. 

Research: Genre

Genre

The genre of a music video is the caterogy that the song goes under. There are so many different genres which verify from; Hip-hop, Country, Rock, Indie, Techno-Film and so on and therefore by having different genre's in categories it allows people to find what they like and dislike about that genre. Genres can be identified through the lyrics and the rhyme of the song. For example, if the song is from the 'Rock' genre then it consists of leather jackets, ripped jeans, boots and dark hair/ makeup. This type of genre has specific locations that allows the audience to understand that the song comes from a rock background. As normally, the locations of Rock music videos are dark places such as tunnels or rooms/ concerts. 

On the other hand, 'Country' music film their locations around the narrative of the song. Such as, Miley Cyrus is many songs that fell under the Country genre, her song 'Hoedown Throwdown' is located in a barn and the characters dances relate back to country music as they are dancing with western dance routines. In the music video, the artist has presented that she has produced a country song by the way she has dressed up, she has sued western fashion clothing such as summer dressers and boots. 

Pop genre music videos are located in clubs, shopping centres and big houses. The audience could identfy that if a music is from a pop genre because of the way the rats is presented. For example, the way Lady Gaga dresses shows that she creates pop music because her fashion indicate that she is modern and fun. 

Niche music videos: 

The Weeknd is an artist that produces niche music videos, he creates natural music videos by the way he uses editing and filming techniques. His music videos do not have common conventions of a mainstream music video. The way the artist has dressed shows that he produces niche music because he sent wearing any expensive jewellery or chains. The location of the video shows that he isn't introsted to present himself as a wealthy and powerful artist. 

Mainstream music videos:

An artist that makes mainstream music videos is Kanye West, as his music videos have a lot of editing techniques that are not as realistic. Goodwin's theory links back to Kanye West because in his videos the artist is presented as a powerful and strong male character, his clothing and jewellery has an impact on the audience because they could be inspired from him. 

List of genres, key conventions and target audience:

1) Video: Bring me back to life. Genre: Rock

The genre of this music video is 'Rock,' it is conventional to a rock music video as from the characters use of clothing and the filming and editing techniques. the music is up beat and very fast, this is conventional to a rock music video because as a audience from a Rock music video, we except a very dark and dull location. The close-ups from the female artist in a room allows the audience to understand the surrounding of the music video. Moreover, the target audience for this music video are more white male individuals at the age of 16-26 years old.  

2) Video: Let her Go. Genre: Indie

On the other hand, genres like Indie have conventional themes such as a relaxing and calming setting. The target audience for this music video is mainly 16 to 25 years olds because indie artists mainly produce songs that are emotionally related to the minds of young teens and late mids. 

3) Video: London City. Genre: Underground Rap

Underground Rap is mainly targeted at the ages of 16 to 21 year olds, this is because the music videos are realistic to the typical everyday life of teens. As this type of music videos has a limited budget it doesn't attract older individuals because it does not look professional to them. Music videos from the underground rap genre are conventional to mainstream music videos because their audience expected the artist to set up the video in a realistic location such as house parties or on the streets. This is conventional to a underground rap video as most mainstream rap videos use the same editing and filming techniques. 

Mainstream and niche genres:

The table above, indicates the different genres and how they are conventional to mainstream and niche genres. 

Importance of genres for the audience:

It is very important of genres for the audience because it dedicates what artists produce and put out, as there are different music genres it allows the audience to build their knowledge about music and helps them to find what type of music, they enjoy listening to the most. Also, if the audience likes that type of genre then they will always ho back and list to the artist that produces music for that specific genre. 

As artists have an world wide audience, they can produce different songs that go under different genres, this will help the audience to know that the artist will produce a song for different 

Conclusion:

Overall, when producing my own music video I would like to create mainstream music video, from the Pop genre. I have chosen this specific genre because I believe that I would be aiming at a international audience. When recording my music video, I would be able to present my character effectively showing that he/she is from a pop genre, and  I will be doing this by the use of clothing, I will want my artist to wear modern clothes such as suits for males and causal sporty/ smart dresses for the females. 

Research: Goodwin's Theory

Goodwins Theory

Introduction

Goodwin said that there are 8 important aspects within a music video.This includes; Genre characteristics, Relationship between lyrics and visuals, Relationship between music and visuals, Star image motifs, Notion of looking, Intertextutual references, and Performance/ Narrative/Concept - based and finally Technical elements. Goodwin does not say that all of his ideas apply to every music video such as for niche music videos. he believed that The record label has a certain control over the artist they sign. It is (in the end) up to the recordlabel to decide what the artist should be represented as. For example, for women the label mayrequire the artist to come off as sexy in order to appeal to men and reach that target audience. For men the same thought process could be applied, being represented as sexy would reach outto the target audience of women. This is extremely important as particular (males or females) aremore likely to listen to certain (types of writing or art) of music. E.g. women who are interested incity-based music are more likely to listen to R&B. So men appealing as sexy would draw in women audiences.

Opinions on Goodwins Theory:

Postive points 

- Easy to apply to apply to all videos 

- Allows you to breakdown the content of a video 

- Allows you to analyse lots of media ideas

Negative points 

- Very reliant on mainstream music and popular culture

1) Genre characteristics:

Genre characteristics are associated with a particular music genre. For example; a conventional rock video the audience will expect a performance based music video. The conventional characteristics of a rock video will be dark colours, loud music. The artists actions and behaviour in a rock music video will be very powerful and energetic.Goodwin's theory analysed how important genre characteristics are because it means that the audience will be able to connect to the artist. 

2) Relationship between lyrics and visuals:

Goodwin said that there will be a relationship between the lyrics and the visuals, this means that the lyrics will be connecting to the visual. For example, in Micheal Jacksos music video, his song is about the esryh and what peopled to harm it. The clip coating a mitring of different things happening in our world. When he says, ' What have we done to the world,' images of the earth appears. this shows that the audience could earn something from this type of music video and also it would not be hard for the audience to understand what the song is about as it is celery shown from the lyrics and visuals. For this music video, the lyrics and the visuals link to each other which makes sense for the audience because they will be able to understand the narrative of the music video clearly. 

3) Relationship between music and visuals:

There is a succinct relationship between music and the visuals. This either could be illustrative, amplifing and contradicting. As the music is up beat so is the lyrics. This music video starts off very slow and so does the visuals and once the beat starts to get faster then the visuals start to add up towards the beat. This helps the audience to be entertained, this type of song mostly attracts young adults because its the type of music that can be danced too. 

4) Star image motifs:

In this video by Taylor Swift, various Close- up shots are used to capture the artist. This helps the audience to focus mainly on the artist. Goodwin said that the close up shots used to capture the artist, will present the artist's life as a lavish lifestyle. The way Taylor Swift is dressed shows her as a wealthy artist, the location of the video is very glamorous as well. Star image is very important in music videos because it allows the audience to have an understanding of what type of lifestyle the artist has and this often leads the audience to see the artist as an role model. In the music video, we can see that the close up shots used to cap true the artist, shows the type of character she is, e.g. she is wearing a black gown which represents that she is powerful and is very wealthy. 

5) Notion of looking:

Goodwin said that most music videos use voyeuristic treatment of the female body. This mean that in most videos, the women are seen as a sexual object, the audience could see this as for the filming techniques. This is because women are used and exposed in clips, they are often naked and the camera lingers around the female assets. e.g. in this music video by The Weeknd, we are introduced to the artist saying but the audience attention is on the women because she is naked, where as the artist is not showing any skin. The male artist is wearing a suit which presents him as a powerful character because he is watching the female character who is tied up from the ceiling. The female looks very innocent and helpless, this is shown by her body language. The male artist is shown breathing against her body which shows that the female character is being focused to entertain the male artist. 

6) Intertextual references:

In some music video's there are intertextual references to films, to programmes. It is beneficial for a Artist to produce a song that relates to a film because the audience could connect to the artist and the film at the same time. For example, Beyonce has redone her song Crazy in love in another style, the song rhythm is slow and her actions allows  the audience to understand which film it relates to. The editing and filming techniques has allowed the audience to clearly understand the relationship between the film and the song. The artists actions in the music video relate to the film '50 shades o grey' as the film was known to be a sexual relationship based film. 

7) Performance, Narrative or Concept based:

Andrew Goodwin  said that a music video should follow or at least one of the following formats; Performance - Based, Narrative and Concept - Based. A narrative based video allows the music to come to life like a story. This song by Taylor swift is a example of an narrative based music video because the audience is introduced to a young teenage girl who has fallen in love with a boy, however that big is in another relationship. The close ups used to capture the teenagers facial expression allows the audience to know what kind of emotional the young teen is going through. This could be beneficial for the audience as they could relate back and connect to the video. The filming techniques are effectively used as each scene is connected to each other, also the locations that are used in the music video allows the video to be realistic towards the audience. 

8) Technical elements:

Goodwin says that the technical aspect helps to hold a music video together, these incldue; lightening colour which helps to set the mood fore the music video and help create emphasis on the significant parts of the song to create a dramatic effect and thrill the audience. Another, element that is used is Mise-en-scene this helps the artist gain authentication. and finally the beats of the song are also very useful as they help to create effective cuts that go with the rhythm of the song. 

Applying Goodwin's theory to Will Smith Miami Song and to The Weeknds Hills song:

I have analysed two different music videos which has helped me to understand how Goodwins's theory does not apply to all music videos. Chris Browns song is conventional and links to back Goodwin's theory because the lyrics of the song is linking back to the visuals of the song. Whereas, The Weeknds audience could only relate back to the lyrics as the visuals are do not make much sense. Will Smiths music video differs from the Weeknds song because Will Smith had a very fun and entertaining video, as Goodwin's theory relates to his song because there is notion of looking used in the clip. The artist is looking at females and is linking back to them as sexual objectives. The song is a Pop song and the genre characteristics for this music video is that he has a fun personalty and that his fun personalty entertains the audience.  On the other hand, The Weeknds song does not have notion of looking as his music videos are created for niche genres. 

Conclusion

This information shows me that my music video should contain Goodwin's theory as it is essential for my music video to meet expectations and look natural. Without Goodwin's theory, my music video will lack conventions that are vital for it to have. Features such as genre  characteristics are important as they must meet the audience expectations or the audience will not be intrigued and will not watch the video. Overall, when producing my music video I will ensure that I try to include all features, such as genre characteristics. If my artist play well in my music video then it would be easier for the audience to understand what genre my music falls under. I want my music video to be narrative based because i want to target at a wider audience and in order for me to achieve this, my music video needs to have a narrative as it will also help my audience to feel engaged in.