MUSIC VIDEOS
cODES & CONVENTIONS OF A MUSIC VIDEO
Cinema enabled music videos to come to life. There has always been a relationship between sound and film, as it gives life and atmosphere. Technology has transformed music & video into the art form that we know today. There have been huge leaps in the development of the art form. A basic music video is often 3-4 minutes long, and consists of either live performance, narrative, or visual imagery. In many cases, the music video will have a mixture of these aspects. The purpose of a music video is to promote a single or album, or an artist or band. It can create, adapt, or feed the creation of their 'star image' which allows the audience to relate to and
identify a celebrity, often through motifs. A music video must entertain an audience, and can also allow the singer to establish a relationship with their audience. Often, the music video sets the meaning of the lyrics through images, relaying a certain message to the audience.
identify a celebrity, often through motifs. A music video must entertain an audience, and can also allow the singer to establish a relationship with their audience. Often, the music video sets the meaning of the lyrics through images, relaying a certain message to the audience.
hISTORY OF MUSIC VIDEOS
Music videos have been around since the 1920’s. An artist would have an idea, and they would create a movie short around the song.
In 1965 Bob Dylan films appeared. The videos he created, particularly ‘Don’t Look Back’ was widely credited as one of the first modern music videos. In 1970 the record industry discovered TV Shows as a great way to promote their artists. They focus on producing short ‘Promo’s. 1975 saw the release of ‘Bohemian Rhapsody’ which had ground-breaking advanced visual effects for its era.
In 1965 Bob Dylan films appeared. The videos he created, particularly ‘Don’t Look Back’ was widely credited as one of the first modern music videos. In 1970 the record industry discovered TV Shows as a great way to promote their artists. They focus on producing short ‘Promo’s. 1975 saw the release of ‘Bohemian Rhapsody’ which had ground-breaking advanced visual effects for its era.
technical codes
Camerawork
As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon meaning. Camera movement may accompany the movement of performers (walking, dancing etc.) but it may also be used to create more dynamic feel to the stage performance, for instance it could constantly circle the band as they perform on stage. The close up does predominate, as in most TV, partly because of the size of the screen and partly because of the desire to create a sense of intimacy for the viewer. It also emphasizes half of the commodity on sale, not just the song.
Editing
Though the most common form of editing is associated with the music promo is fast cut montage, rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing, there are videos which use slow pace and gentler transitions to establish mood. This is particularly apparent for the work of many female solo artists with a broad audience appeal, such as Dido. Enhancing the digital effects which play with the original images offers different kinds of pleasure for the audience. This might take the form of split screens, colourisation and of course blockbuster film style CGI. The innovation in the development of the modern music video was video recording and editing processes, along with the development of a number of related effects such as chrome-key and green or blue screen.
By the 1980’s releasing a music video to accompany a new single had become standard. In the 1990’s a number of technical codes were developed and were commonly used in music videos.
Common Technical Codes
- Fast cut montage
- Multiple viewing
- Effects
- Non-representational
- Lack of edits (e.g. Long take/Steadycams)
As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon meaning. Camera movement may accompany the movement of performers (walking, dancing etc.) but it may also be used to create more dynamic feel to the stage performance, for instance it could constantly circle the band as they perform on stage. The close up does predominate, as in most TV, partly because of the size of the screen and partly because of the desire to create a sense of intimacy for the viewer. It also emphasizes half of the commodity on sale, not just the song.
Editing
Though the most common form of editing is associated with the music promo is fast cut montage, rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing, there are videos which use slow pace and gentler transitions to establish mood. This is particularly apparent for the work of many female solo artists with a broad audience appeal, such as Dido. Enhancing the digital effects which play with the original images offers different kinds of pleasure for the audience. This might take the form of split screens, colourisation and of course blockbuster film style CGI. The innovation in the development of the modern music video was video recording and editing processes, along with the development of a number of related effects such as chrome-key and green or blue screen.
By the 1980’s releasing a music video to accompany a new single had become standard. In the 1990’s a number of technical codes were developed and were commonly used in music videos.
Common Technical Codes
- Fast cut montage
- Multiple viewing
- Effects
- Non-representational
- Lack of edits (e.g. Long take/Steadycams)