COMP 3 MUSIC MARKETING - MUSIC VIDEOS
COMP 3 RESEARCH
A LEVEL MEDIA: COMPONENT 3 RESEARCH AND PLANNING BLOG
MUSIC MARKETING
technical codes and conventions
representation
record label (ind)
audience and how this is targeted (aud)
analysis of music videos:
The music video starts with a car in an empty parking lot which at first creates a sense of confusion for the audience since there is no context as to why the car is there in the first place. The use of the colour white on the car connotes purity, light, cleanliness and innocence. The use of this colour may give the audience the impression that someone's innocence will be taken away hence why the name of the song is 'Losin Control'. Furthermore, as seen in the screenshot above, there is a cool blue tone to it which could have connotations of winter, isolation and misery and ultimately give the audience an eerie atmosphere still making them question what is going on. It could also be used to represent the woman's emotions and make the audience be aware of this. To add to this, it is evident that the producer and director of the music video wanted the focus to be on the car because everything else in the distance is dark or in the shadows making it clear that the director is trying to demonstrate a story through this music video to its audience.
As the music video progressed we are introduced to the first character, as seen in the screenshot above, the cool blue tint is still used. Using this blue tone makes it clearer for the audience to find out that it may be used to reflect what she is feeling. This is because her facial expressions show that she is upset, this can be seen as she is crying in the car and has her hands covering half of her face further showing her emotions, some may argue that the use of the dark night helps to emphasise this also. The videographer also cleverly blurs the background to focus the audiences' attention on the girl. The medium shot of the woman allows for the audience to empathise with her and connect to the character on a personal level and creating a relationship between the viewer and the actor.
Furthermore, directly after we are introduced to the female character, the artist is introduced who appears to be involved with the girl in some way. However, there is a clear difference in colours used in both shots. The frame with the artist is shot with intentional warm colours to show the different sides that are involved with the two characters. The warm colours can have connotations of hope, light and happiness which is in a direct opposite of the scene with the girl perhaps foreshadowing their emotions towards their hinted breakup. Since the artist is shot with an establishing shot, the audience is more distant to his character and therefore the audience is more attached to the female character with a deeper understanding of what she's feeling. The fact that the artist is only in the corner of the frame also could suggest his insignificance or how small he feels in this situation.
As the music starts to have a faster beat, the editor interestingly put two parallel scenes going at the same time which creates the illusion of flashing lights due to the two different colours used. During this, it is clear to the audience that they are both going through something but because the scenes where going on at the same time, it is implying that they are both thinking about each other at the same time. (due to the fast cuts, I couldn't screenshot at the exact moment). This effect used with the fast cuts and parallel scenes is a continuous motive during the whole of the music video which could also be a reflection of the hearts of both parties involved, perhaps making the audience feel the same way too.
Lastly, there is a car crash. In the frame there is the same car from the the very beginning of the music video which shows that it is a cyclic narrative and the eerie atmosphere shown at the start was to foreshadow the disaster that was to come. The broken wall and debris that is on the floor could signify the broken relationship that they had and what is left of it, followed by the sparks coming out of the car. Sparks connote power, light and destruction which could be put there to show the extent of the situation. Although it doesn't specify what happened to the car and how it got there, it is certain that it was the woman in the car as she is the only person connected to the car throughout the music video. Some may go as far as saying, the car is what represented her love for the guy hence why it is still with her till the end, her light, purity and innocence destroyed just like her.
The representation of gender can be seen through this music video because of the stereotypical way society thinks men and women handle breakups. The woman is seen to ultimately kill herself whereas the man doesn't know what is going on, the woman is breaking down whereas the man is stuck silent. This is clearly what the director sees today's society and reinforced it in his music video to show the world the difference and make the audience think about what the consequences of love can be.
How the industry is seen to target audience
- the music video isn't too much for the audience to take in, it was simple and may have a mediocre budget used.
- although the production isn't eye opening, the director still captured a lot of emotion which was a perfect fit for the song
Lil Nas X - Old town road ft. Billy Ray Cyrus
Firstly, The music video opens up in what looks like a deserted place giving the audience a sense of serenity and peace. My initial thought about this music video is the fact that it is 5 minutes and 8 seconds long which isn't the traditional length of a music video which is about 3-4 minutes thus highlighting the fact that it isn't just a music video, it could also be telling a story.
It begins with with a title page introducing the song, just as it would in a movie, the director and producer intentionally did this to make it look like one therefore, the audience would want to watch more to see what else is there in the video.
The title page consists of the conventions of what looks like a movie poster, this includes: the title, the record label and small writing with extra details about the project.
In the screenshots above, we are introduced to the main characters who are also the singers of the song. Having them as the actors of this story further engages the audience as it helps them see a different side to them which also encourages them to watch more.
This far into the music video, the genre is pretty clear through the use of their costumes. They are wearing the stereotypical wild west cowboy features which is cowboy hat, cowboy boots and leather. However, this music video is also challenging those stereotypes because normally we would see cowboys who are white men and not black. During the 1860s if there were any black cowboys they would be former slaves who then had skills in cattle handling.
Finally, in the screenshot above, it is clear that there is a time difference with the settings. In comparison to the 1889 homes, they were all wooden and had one floor to them whereas in 2019, the majority of houses have a second or third floor and made out of stronger. Another comparison we could do between the two is their mode of transportation. in 1889 they used horses but in 2019 they use cars which is demonstrated in the screenshot. Lil Nas X is still in his cowboy costume suggesting that he has time-travelled into 2019 giving the music video an unexpected sci-fi twist. The use of the two genres keep the audience on their feet because it isn't your typical music video as there is.
from PARLOPHONE
Hey Jude - The Beatles
This close up of John Lennon is a significant shot because it gives the audience a personal connection with him to therefore make them appreciate the music more. This could also be explained through his eye contact with the camera perhaps drawing in everyone that watches the music video and making them want to watch more. His costume is also chosen very well as it gives the audience the impression that his is well dressed and knows what he is doing, giving them the reassurance that they are listening to the right people.
Here the band is still in the middle of the frame showing their importance and this is also shown through the fact that they are placed above the crowd, allowing the audience feel like they are part of the experience. The use of the crowd also can make the audience feel as if they are a part of it as it has connotations of togetherness, unity and community. Throughout the whole music video the artists are lip synced to the audio making it look like they are performing it live which could be a way in which the label promote their artists.
How the industry is seen to target audience:
- since the Beetles are seen as a worldwide boyband, it isn't hard for them to gain a lot of popularity but they've used a low budget video to match with their song.
- the low budget video could create a more intimate experience for the audience
Paradise - Coldplay
This music video uses visual representations of convey the meaning of the song. We are introduced to the main character of the video which is a mascot of an elephant. At first the audience might find this confusing but the director of the music video have a purpose of it at the end. The music video tells a story of an elephant held captive which is contrast to the title of the song.
Here we see the iconography of London through the telephone box. The Band is a well known British band and this is reinforced through the use of the setting of London. The telephone box is also put into the frame to perhaps put emphasis on the colour red, which connotes love and passion but can also connote danger and violence.
This music video in particular has elements of Goodwin's theory that the music video has links between the lyrics and visuals. An example of this in the music video is shown above, where the elephant is begging for money whilst putting up the lyrics of the song. It could also perhaps be a representation of homelessness and how many people struggle financially and struggle to get financially stable in order to survive.
This scene is a good example of Todorov's theory of narrative, the ending of the elephants journey is the example of equilibrium because it finds its family and is home. It started with the equilibrium where the elephant was in captivity then this gets disrupted as it escapes and tries to find home and finally reaches equilibrium again when it gets home.
How the industry is seen to target audience:
- high budget video
- uses a worldwide situation to capture as many people as possible
A LEVEL MEDIA: COMPONENT 3 RESEARCH AND PLANNING BLOG
MUSIC MARKETING
technical codes and conventions
representation
record label (ind)
audience and how this is targeted (aud)
analysis of music videos:
from COLUMBIA record label
Losin control - Russ
The music video starts with a car in an empty parking lot which at first creates a sense of confusion for the audience since there is no context as to why the car is there in the first place. The use of the colour white on the car connotes purity, light, cleanliness and innocence. The use of this colour may give the audience the impression that someone's innocence will be taken away hence why the name of the song is 'Losin Control'. Furthermore, as seen in the screenshot above, there is a cool blue tone to it which could have connotations of winter, isolation and misery and ultimately give the audience an eerie atmosphere still making them question what is going on. It could also be used to represent the woman's emotions and make the audience be aware of this. To add to this, it is evident that the producer and director of the music video wanted the focus to be on the car because everything else in the distance is dark or in the shadows making it clear that the director is trying to demonstrate a story through this music video to its audience.
As the music video progressed we are introduced to the first character, as seen in the screenshot above, the cool blue tint is still used. Using this blue tone makes it clearer for the audience to find out that it may be used to reflect what she is feeling. This is because her facial expressions show that she is upset, this can be seen as she is crying in the car and has her hands covering half of her face further showing her emotions, some may argue that the use of the dark night helps to emphasise this also. The videographer also cleverly blurs the background to focus the audiences' attention on the girl. The medium shot of the woman allows for the audience to empathise with her and connect to the character on a personal level and creating a relationship between the viewer and the actor.
Furthermore, directly after we are introduced to the female character, the artist is introduced who appears to be involved with the girl in some way. However, there is a clear difference in colours used in both shots. The frame with the artist is shot with intentional warm colours to show the different sides that are involved with the two characters. The warm colours can have connotations of hope, light and happiness which is in a direct opposite of the scene with the girl perhaps foreshadowing their emotions towards their hinted breakup. Since the artist is shot with an establishing shot, the audience is more distant to his character and therefore the audience is more attached to the female character with a deeper understanding of what she's feeling. The fact that the artist is only in the corner of the frame also could suggest his insignificance or how small he feels in this situation.
As the music starts to have a faster beat, the editor interestingly put two parallel scenes going at the same time which creates the illusion of flashing lights due to the two different colours used. During this, it is clear to the audience that they are both going through something but because the scenes where going on at the same time, it is implying that they are both thinking about each other at the same time. (due to the fast cuts, I couldn't screenshot at the exact moment). This effect used with the fast cuts and parallel scenes is a continuous motive during the whole of the music video which could also be a reflection of the hearts of both parties involved, perhaps making the audience feel the same way too.
Lastly, there is a car crash. In the frame there is the same car from the the very beginning of the music video which shows that it is a cyclic narrative and the eerie atmosphere shown at the start was to foreshadow the disaster that was to come. The broken wall and debris that is on the floor could signify the broken relationship that they had and what is left of it, followed by the sparks coming out of the car. Sparks connote power, light and destruction which could be put there to show the extent of the situation. Although it doesn't specify what happened to the car and how it got there, it is certain that it was the woman in the car as she is the only person connected to the car throughout the music video. Some may go as far as saying, the car is what represented her love for the guy hence why it is still with her till the end, her light, purity and innocence destroyed just like her.
The representation of gender can be seen through this music video because of the stereotypical way society thinks men and women handle breakups. The woman is seen to ultimately kill herself whereas the man doesn't know what is going on, the woman is breaking down whereas the man is stuck silent. This is clearly what the director sees today's society and reinforced it in his music video to show the world the difference and make the audience think about what the consequences of love can be.
How the industry is seen to target audience
- the music video isn't too much for the audience to take in, it was simple and may have a mediocre budget used.
- although the production isn't eye opening, the director still captured a lot of emotion which was a perfect fit for the song
Lil Nas X - Old town road ft. Billy Ray Cyrus
Firstly, The music video opens up in what looks like a deserted place giving the audience a sense of serenity and peace. My initial thought about this music video is the fact that it is 5 minutes and 8 seconds long which isn't the traditional length of a music video which is about 3-4 minutes thus highlighting the fact that it isn't just a music video, it could also be telling a story.
It begins with with a title page introducing the song, just as it would in a movie, the director and producer intentionally did this to make it look like one therefore, the audience would want to watch more to see what else is there in the video.
The title page consists of the conventions of what looks like a movie poster, this includes: the title, the record label and small writing with extra details about the project.
In the screenshots above, we are introduced to the main characters who are also the singers of the song. Having them as the actors of this story further engages the audience as it helps them see a different side to them which also encourages them to watch more.
This far into the music video, the genre is pretty clear through the use of their costumes. They are wearing the stereotypical wild west cowboy features which is cowboy hat, cowboy boots and leather. However, this music video is also challenging those stereotypes because normally we would see cowboys who are white men and not black. During the 1860s if there were any black cowboys they would be former slaves who then had skills in cattle handling.
Finally, in the screenshot above, it is clear that there is a time difference with the settings. In comparison to the 1889 homes, they were all wooden and had one floor to them whereas in 2019, the majority of houses have a second or third floor and made out of stronger. Another comparison we could do between the two is their mode of transportation. in 1889 they used horses but in 2019 they use cars which is demonstrated in the screenshot. Lil Nas X is still in his cowboy costume suggesting that he has time-travelled into 2019 giving the music video an unexpected sci-fi twist. The use of the two genres keep the audience on their feet because it isn't your typical music video as there is.
How the industry is seen to target audience:
- they included a different time period therefore making the music video relate to a wider audience whether that be the younger or older audience
- the artists used is significant too because Billy Ray Cyrus is a famous singer in the 90s with his hit single 'achy breaky heart'
- this music video looks like it was a HIGH PRODUCTION due to the set design, costumes and amount of people involved. Through all of this, the audience really gets a feel of the intentional differences in time periods
In the beginning of the music video we are automatically introduced to the band as themselves, performing the song. This establishes the genre of Rock because it has the typical features such as the instruments and a whole band playing their song together.
This close up of John Lennon is a significant shot because it gives the audience a personal connection with him to therefore make them appreciate the music more. This could also be explained through his eye contact with the camera perhaps drawing in everyone that watches the music video and making them want to watch more. His costume is also chosen very well as it gives the audience the impression that his is well dressed and knows what he is doing, giving them the reassurance that they are listening to the right people.
Here the band is still in the middle of the frame showing their importance and this is also shown through the fact that they are placed above the crowd, allowing the audience feel like they are part of the experience. The use of the crowd also can make the audience feel as if they are a part of it as it has connotations of togetherness, unity and community. Throughout the whole music video the artists are lip synced to the audio making it look like they are performing it live which could be a way in which the label promote their artists.
How the industry is seen to target audience:
- since the Beetles are seen as a worldwide boyband, it isn't hard for them to gain a lot of popularity but they've used a low budget video to match with their song.
- the low budget video could create a more intimate experience for the audience
Paradise - Coldplay
This music video uses visual representations of convey the meaning of the song. We are introduced to the main character of the video which is a mascot of an elephant. At first the audience might find this confusing but the director of the music video have a purpose of it at the end. The music video tells a story of an elephant held captive which is contrast to the title of the song.
Here we see the iconography of London through the telephone box. The Band is a well known British band and this is reinforced through the use of the setting of London. The telephone box is also put into the frame to perhaps put emphasis on the colour red, which connotes love and passion but can also connote danger and violence.
This music video in particular has elements of Goodwin's theory that the music video has links between the lyrics and visuals. An example of this in the music video is shown above, where the elephant is begging for money whilst putting up the lyrics of the song. It could also perhaps be a representation of homelessness and how many people struggle financially and struggle to get financially stable in order to survive.
This scene is a good example of Todorov's theory of narrative, the ending of the elephants journey is the example of equilibrium because it finds its family and is home. It started with the equilibrium where the elephant was in captivity then this gets disrupted as it escapes and tries to find home and finally reaches equilibrium again when it gets home.
How the industry is seen to target audience:
- high budget video
- uses a worldwide situation to capture as many people as possible
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