Advanced portfolio in media

Music Promo Video: An Introduction

Advanced portfolio in media

An Overview of Key Terms

Major Record LabelsThe music industry is dominated by four multi national corporations;

Universal Sony Music Warner Brothers EMI These are referred to as The Majors. The majority of these are backed by conglomerates with stakes in other industries such as; Film, TV and Electronics.

Major-IndependentsMost of these Majors own, or license, a series of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre.ColumbiaIslandSycoRCAVirgin,These companies are known as major-independents.

Independents There are a huge number of small companies with little or no financial connection to the majors. These companies often concentrate on a small number of acts, within specialised niches in the industry. These are called Independents. An example of a highly successful independent is Domino Records.It is often that record labels begin as independents, but then are bought by a major and then become major-independents.

Types of MusicArtists can be divided into two clear categoriesOrganicSynthetic

OrganicThe term Organic is used to describe bands where the music comes first, they make the kind of music they want to make and then the record labels (if signed) try and sell this music to the correct market segment. Organic music often appeals to a niche, but can appeal to a mass audience too.

SyntheticThe Synthetic refers to the Xfactor methodology, and it is the record labels that sit in the driving seat.A gap in the market is identified, and then it is exploited by the development of music, and often the artist, to suit this gap.Money is the ultimate goal in this operation. Acts such as; The Spice Girls, McFly and JLS are good examples of manufactured artists.

SynergyThe Music Video exists as only one strand of a multimedia campaign, and is just one way in which a song is promoted. The industry as a whole has a complex relationship with a number of different media and purposes; Radio, TV, Print media, Film, New Media.There is often a clear sense of synergy across a number of platforms.

Music Promo videoWhat is the purpose of a music promo video?

Purpose of a Music Promo videoPromotionalExtension of incomeExtension of outlets (music channel, direct DVD and CD sales, website, download)Synergy (films, TV programmes)

PromotionalAdvertisementIllustrates the song (David Bowie Lazarus)Appeals to a visual audience (Coldplay The Scientist)Expresses an individuals emotions (Johnny Cash Hurt)Tells a story (Eminem Stan)Markets an image (Lady Gaga)Creates a brand (The Spice Girls, Madonna)

Creating a Brand Often artists/groups are sold as a brand and the music video acts as a product of the brand, in the hope that the audience will be inspired to buy into the brand For some artists the image is of greater importance than the quality of the product. The Spice Girls are a good example of this.Other times it is the song and the meaning of the song that is sold, and the artists image has little to do with the sale of the song.

Marketing an imageCompare the two artistsLady Gaga

Bad Romancehttp://www.youtube.com/watch?v=qrO4YZeyl0IAdele

Someone Like Youhttp://www.youtube.com/watch?v=hLQl3WQQoQ0

Star Theory Richard Dyer

Stars As ConstructionsDyer believes artists are constructed through artificial images such as advertising, films, magazines and music. He claims that consumers prefer artists to convey their true emotions themselves and not be groomed by record labels who try to create a fake image for them.A real artist can use this as their unique selling point.

Industry And AudiencesRichard Dyer also believes that stars are manufactured to make money for their record labels by appealing to target audiences.As a result of this record labels have to market different artists to cater for certain target audiences as there are both niche and whole markets. Examples of record labels doing this can be seen through Mirror branding, both Rage Against The Machine and Joe McElderry are signed to Sony Music.

Ideology And CultureAnother one of Dyers beliefs within his Star Theory is that artists become trendsetters in the sense that audience members will imitate hairstyles and artists clothing styles. Artists may have certain religious beliefs and cultural values that audiences may also pick up on if shared by the artist.The internet has meant audiences now have far greater access to the personal lives of stars.

Character And Personality Presented as 'real' human beingsStars support hegemony/dominant ideology of their time/ generation - glorified versions of 'us'Stars are representations of the contradictions/reinforced ideas of the music industry.

Extension of outletsMusic channelDirect DVD and CD salesWebsiteDownload

The End of the Music Channel?With competition from a variety of online platforms, music channels are no longer the strong promotional platforms they once were. In many ways the music video channel is in danger of becoming defunct and irrelevant.Online streaming and downloads mean that music videos are instantly accessible. Gone are the days of TOTP!

Extension of IncomePromotes the artist/single/albumPersuades audience to buy CD/downloadRaises the audience awareness or profile of the artist/groupProduct placement e.g. Christine Aguillera & perfume (Not Myself Tonight)

SynergyFilmsTV programmesDefinition works to the mutual benefit of both film/TV programme and artist

Sky Fallhttp://www.youtube.com/watch?v=StJLvbPIvTwMilitary Wiveshttp://www.youtube.com/watch?v=0hR6O7VxKaQWhy is synergy a good thing ?

Music Promo videoHow might we measure the success criteria of a music promo video?

Music Promo videoWord of mouthNumber of hits on YoutubeNewspaper articles/TV reportsHow many times shown on televisionAmount of publicityDownloads (legal/illegal)ChartsCD sales

Added ValueMusic videos can often add value to songsIn both of the following cases it is the video that ensured that the song was a hit record.Nothing Compares to U was a minor hit for Prince but Sinead OConnors version has proven to be a career defining release mainly due to the videoTake on Me was initially released without a video and failed to chart. With the video it became a huge hit.

Added ValueNothing Compares to U Sinead OConnor

Nothing Compares to U Sinead OConnor"Nothing Compares 2 U" is a song written and composed by Prince for one of his side projects, The Family album by The Family band. It was later made famous by Irish recording artist Sinad O'Connor, whose arrangement was released as the second single from her second studio album, I Do Not Want What I Haven't Got. This version, which O'Connor co-produced with Nellee Hooper, became a worldwide hit in 1990. A music video, which has been described as iconic, was shot and received heavy rotation on MTV. Its lyrics explore feelings of longing from an abandoned lover's point of view.

Nothing Compares to U Sinead OConnorDirected by John Maybury, the video consists mostly of a close-up on Sinad O'Connor's face and her different stages of sadness and even anger as she sings the lyrics; the rest consists of her walking through an area of Paris known as the Parc de Saint-Cloud. Toward the end of the video, two tears roll down her face, one on each cheek.The video won three "Moonmen" at the 1990 MTV Video Music Awards: Video of the Year (O'Connor became the first female artist to be awarded with it), Best Female Video and Best Post-Modern Video. It was nominated for Breakthrough Video, Viewer's Choice and International Viewer's Choice during the ceremony.

Added ValueTake on Me A-Ha

Take on Me A-HaThe original "Take On Me" was recorded in 1984 and it took two versions and three releases to finally chart in the United Kingdom, reaching number two on the UK Singles Chart in October 1985. In the United States in October 1985, the song became the only A-ha song to reach the top position of the Billboard Hot 100, due in no small part to the wide exposure on MTV of its innovative music video, directed by Steve Barron. The video features the band in a pencil-sketch animation method called rotoscoping, combined with live action. The video won six awards and was nominated for two others at the 1986 MTV Video Music Awards.

Key Conventions

Key featuresAndrew Goodwin in Dancing in the Distraction Factory (1992) has identified the following features of music videos:

Key featuresMusic videos demonstrate genre characteristics (eg stage performance in metal video, dance routine for boy/girl band).There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).There is a relationship between music and visuals (either illustrative, amplifying, contradicting).The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style).There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.There is often intertextual reference (to films, TV programmes, other music videos, etc).

Key featuresIt is also worth considering:Whether the video is primarily performance-based, narrative-based or concept-based and how elements of each are used in it.You can use Goodwins categories to analyse music videos for yourself.

Relation of Visuals to Song There are three ways in which music videos work to promote a song Illustrate Amplify Disjuncture Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most commonThis is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our visionThis is where the meaning of the song is completely ignored

Narrative & Performance Songs fail to give us the complete narrative! We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told. Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising. Music videos should have coherent repeatability. Narrative and performance work hand in hand. It makes it easier for the audience to watch over and over without losing interest. The artist acting as both narrator & participant helps to increase the authenticity however the lip synch and other mimed actions remains the heart of music videos. The audience need to believe this is real.

What makes it memorable? To make an artistic statement e.g. Talking Heads Once in a Lifetimehttp://www.youtube.com/watch?v=I1wg1DNHbNU

Ok Go Here it Goes Again White Knucklers http://www.youtube.com/watch?v=dTAAsCNK7RAhttp://www.youtube.com/watch?v=nHlJODYBLKs

Lady Gaga Born This Way http://www.youtube.com/watch?v=wV1FrqwZyKw

Why are these good examples of a promo video?How do they achieve a range of different promotional aspects?

How does a Music video get made?

Case study 1Director Jamie ThravesMade short films at UniversityUsed award-winning short film as a calling card to get a foot in the door with the video production company Factory Films Began by shooting three very low budget music videos cost about 5,000 each

Case study 1This is how the process works:A Commissioner from a record label sends a track to 5-10 directorsThe directors then each submit a treatmentThis stage is unpaidThe director who has submitted the best treatment is then commissioned to make the videoOnly then is the director paid

Case study 1As can be seen for many directors in the business it is a precarious existence where their livelihood is dependent on each commissionJamie Thraves submitted treatments for his two best known videos and each was accepted

Case study 1Radiohead Just100,000 budgetShot in three daysColdplay The Scientist200,000 budgetShot in three days

Case study 1

Radiohead JustColdplayThe Scientist

Radiohead Just

Coldplay The Scientist

Case study 1Jamie Thraves most recent videos Japanese Popstars Song for LisaJake Bugg Two FingersSam Smith Money on My Mind, Stay With Me Currently most videos cost about 20,000Shooting time 2 days

Case Study 1 Jamie ThravesJamie has used the music videos to get into the film businessHas so far shot three features:The Low DownThe Cry of the OwlTreacle Jr

Case study 1Jamies TipsUse the lyrics but try not to be too literalMost importantly go with the emotion of the lyrics

CASE STUDY 2 Emil NavaBegan as a runner for film production companiesWorked for Blink ProductionsNow freelances for OB Management

Emil Navas Website

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CASE STUDY 2 After working as a runner graduated to Assistant Director (A.D.) where he would manage the video shootsHe signed to Academy who are the biggest music video production companyThen worked for Between the Eyes and now works mainly for Pulse

CASE STUDY 2 Has now begun to make adverts, which generally have a far higher budget and production values but which allow for less creative freedom

CASE STUDY 2 At his busiest Emil has made 24 music videos in one yearWhen he began shooting videos for independent labels the budget would be as low as 5,000 to 10,000His most expensive video to date has been for Jessie J and the budget was 160,000

CASE STUDY 2 Emils first budget was for the band Kid British and the track Our HouseBudget - 20,000Location ManchesterCast local people1 day for filming2/3 days for editing10 days pre-productionDemonstrates the very tight timescales involved

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CASE STUDY 2 Kid British Our House

CASE STUDY 2 OB Management OB Management work as agents for music video directorsTheir aim is to:Nurture talent Work with production companiesWork with record labelsMatch the right director to the right artists

CASE STUDY 2 Some of the Production Companies that OB work with are:Pulse FilmsRocketAgile FilmsFriendsWonda

CASE STUDY 2 Emil Navas Videos Paloma Faith 30 Minute Love Affair' ClientSony - DirectorEmil Navahttp://www.youtube.com/watch?v=O0O2DfNRxv4

CASE STUDY 2 Paloma Faith 'Picking Up the Pieces'ClientSony - DirectorEmil NavaCost - 80,000http://www.youtube.com/watch?v=Ijel4Vcqd9g

CASE STUDY 2 Ed Sheeran 'Lego House'ClientAtlantic - DirectorEmil Navahttp://www.youtube.com/watch?v=c4BLVznuWnU

CASE STUDY 2 Jessie J 'Do It Like A Dude'ClientIsland - DirectorEmil NavaCost - 25,000http://www.youtube.com/watch?v=pOf3kYtwASo

CASE STUDY 2 Rita Ora 'RIP'ClientRocNation - DirectorEmil Navahttp://www.youtube.com/watch?v=L1l9WST5lXM

CASE STUDY 2 Ed Sheeran 'You Need Me'ClientAtlantic - DirectorEmil NavaCost - 35,000http://www.youtube.com/watch?v=ZXvzzTICvJs

CASE STUDY 2 Jessie J 'Price Tag'ClientIslandDirectorEmil Navahttp://www.youtube.com/watch?v=qMxX-QOV9tI

CASE STUDY 2 Emile NavaHas recently made videos for:Calvin HarrisJennifer LopezAlessoPusha T

CASE STUDY 2 - Emile NavaCalvin Harris How Deep is My Love

CASE STUDY 2 Emils Top TipUse Extreme Close Up on faces wherever possibleDo not shoot whole of video in medium shot/long shotExample Sinead OConnor Nothing Compares to UGodley & Crme - Cry

CASE STUDY 3 Alex SouthamAlso freelances for OB ManagementTrained as a lawyer but decided to go in a new direction and work in filmBegan making music videos to learn the trade

CASE STUDY 3Has worked for Agile Films who describe him on their website as:Alex Southam is an exciting new talent, working in a dizzying variety of styles across live action and animation. Entirely self-taught, his inventiveness and creativity have caught the eye with a series of diverse promos for the likes of the Walkmen, Alt+J and Lianne La Havas. Alex joined Agile in August 2012.

CASE STUDY 3To begin with Southam undertook all the tasks on his videosCameraLightingEditingNow uses a Director of Photography

CASE STUDY 3Southam likes the format of music videos as, you can try new techniques and can have real artistic freedomHe is less keen on commercials as they allow for much less freedom He uses Vimeo to showcase his videos this is becoming an increasingly important platform as it is considered to have higher status than YouTube

CASE STUDY 3His breakthrough came with the video Tesselate for Alt JBudget 10,0001 day shootLarge castSpecial effects used AfterEffects

http://www.youtube.com/watch?v=Qg6BwvDcANg

CASE STUDY 3Chase & Status Lost and Not Found50,000 budgetFilmed Los AngelesUsed SteadicamFilmed at 36 frames per second then slowed downInfluenced by Massive Attacks Unfinshed SympathyWent for an early 1990s VHS video lookOnly three shots in whole video can you spot the edits?

CASE STUDY 3http://www.youtube.com/watch?v=A-w1nmEQ7IM

Recent Work Mumford & Sons Ditmas