There are many different platforms that music videos can now be accessed by. In the 21st century people can know watch almost any music video on there iPhone and android phones. As well as TV and Internet, by using there iPads and laptops.
Although this wasn't always the case as people had limited viewing opportunities when music videos where first introduced. 1929 is when the first evidence of a music video is presented to the public. the song St.Louis blues by Bessie Smith was first shown in theatres in 1932. This explains to us that people had a limited viewing and had to actually go out to the theatres to witness the music video. This meant that people had harder access to music videos compared to modern times such as the 20th century as the internet makes things easier and cheaper for people to watch music videos. In addition to this it meant people where able to make a very big deal over watching music videos, they where able to dress up and go out to the theatre to enjoy watching the music video. In comparison to modern day times, although music videos required more effort back in the 1920's it may have appealed in a much more intimate way as people could use it as excuse to meet friends and make it a personal time to socialise and talk about the particular music video as well as enjoying the sound together, which may include dancing and other intimate emotions that may occur when going in to watch the music videos with friends and family.
After almost 30 years people were finally able to access music videos from there home, on the television. Tony Bennett's 1956 song - Stranger In Paradise was one of the first music videos to ever be displayed on a home TV set. This meant that music videos where now able to watch in the comfort of your own home. Being able to enjoy a particular genre of music you liked or a particular artist that you classed as a favourite meant that people were able to not only not pay extra just to view the music video but they would've had time to really take in and focus on the artists and there particular aim of portrayal in the music video. This overall would be the beginning of such channels like MTV and Top Of The Pops.
The Jackson 5 were a very popular group and still are remembered today. They happened to be one of the first bands to ever produce a song with a music video that had a story behind it. Usually before this time the concentration on the video focused around the performance of the singer/band members. This meant that a new type of music video was being created. The narrative side of the music video.
In 1981 The Buggles released a music video for the song 'video killed the radio star'. It was the first mtv video that they ever portrayed, being a popular and catchy song it gave people a main to place to go to to watch a number of chart hits and there music videos. It was a new way of artist to advertise there material and songs in a way that made accessible to everybody in one channel on there television. It was highly acceptable for teens to also enjoy this particular sort of music channel as teens where given the chance to upgrade there knowledge on what was considered 'trendy' and 'up to date'. Socially the typical teen wanted to know the latest music, this included watching them and being able to tell everyone about it in a way that was acceptable to there social groups.
In recent modern times music videos have increased in sex appeal to attract a particular audience. On the 1st june 2013 Iggy Azalea released her song 'Work' which is mainly focused on her body and very revealing outfits that goes against the actual story and concept behind the song. This demonstrates how music videos are not only used in modern times to promote music but new singers and performers themselves. Obviously if a singer is more revealing in a music video there is going to be more hype over what type of person she is and who is she aswell as her background and music experience, leading to people wanting to learn more about her and who she is. This may ultimately lead to a lot of negative labels which can sometimes be seen as a good thing to a newly established artist as they are able to contribute to the the classic hollywood rumour patrol. Being good or bad most artists just want there name out there as far and as wide as possible, attracting a wider audience in the process.
The most expensive music video ever to be produced and made is Michael and Janet Jacksons - 'Scream'. There music video cost an overall $7 million to produce. Being a very popular, worldwide artist, Michael Jackson was able to create a lot of attention that was aimed towards the promotion of this music video. Being such an expensive video also made fans crave it even more, which overall made it a very popular attribute.There are estimated values for music videos this includes pre-production costs. Having to pay the producers, director, camera operator all could be anyway between £1,500 - $3,500 per day. The equipment and location necessity's used in creating a music video which involves, camera equipment, lighting gear, wardrobe, city permits (specifically more expensive if roads need to be closed off etc) all could equal to around $7,250 per day. This goes to show the extremity that a-list artists can go to when having a loyal fan base and a lot of money. In my own production it makes me think and consider how much time and money goes into the preparation and creation of a film. If i had to pay for all the costs then I would have a hard time creating the imagery I have in my head for my desired music video. Post-production includes editor costs, redundant hard drive archive, visual FX artist fee and the colourist fee. All equalling on average up to $2,000 for one day. Additional costs of a music video can also include catering, production insurance paying actors/extras and things such as scripts etc.
This video was still very popular and you could suggest that sexualised women are not necessarily needed to promote a successful film. The fact that this music video is made uniquely by the specific special effects is what makes it effective. This is suggested through the hype and speculation that is made through the actual promtotion of the video. Having an artist like Kanye West in her video Katy is already able to create a lot of advertisement for the music video as he is considered a very controversial character, constantly in the press and news anyway. After people where able to see how unusual the video is they may want to show friends and families as it is not the normal classic woman in exposed clothing who is dancing around.
Here is a list of the top ten most watched music videos from you tube. This doesn't consider other hit music video viewing stations such as MTV and Top of the Pops. Here we see the video in the number one spot is 'Gangnam Style' by Psy. This song remained in the charts for a while and consisted of very catchy lyrics and a dance that trended worldwide very quickly. The dance was the main explanation for the increase in views. For many reasons such as, people showing there friends and people wanting to learn the dance so having to repeat the video to have to learn the dance to a certain standard. Other videos on the list from artists such as Justin Bieber, Katy Perry, Taylor Swift. Could arguably be on there just because of the popularity of the artists worldwide. Which means they could advertise on there own social media's, TV etc.
Overall we see how the development of music videos has evolved. From being very plain and simple with one continuous shot and only a performance aspect. To having continuous different angles, shots and paced camera movements. This is want engages the audience into having a fixed concentration on the music video and not getting bored of it. Many special effects and visual FX is also a newly invented convention of a music video which is also very popular within modern music video's. Finally The narrative and performance aspect of the music videos is the final part of a music video that can contribute into a storyline or in fact be manipulated into making an audience more attracted to a music video and overall create more hype and attention on the music video. After learning how music videos have actually been able to increase in popularity due to them becoming more advanced makes me realise there are a few key things when making a music video that I need to involve in my own project. These involve many different micro elements. Such as creating a relateable storyline that the audience will enjoy and be interested in. Creating a relationship within the music video so that the audience feel they have a personal connection with the artist. Other techniques may involve pacing the editing in a correct way so that the music video isn't to slow and boring. In addition to this I need to be able to discuss how my target will be most likely to access the music video, for example will it be youtube or could it be a possibility they are most likely to watch it through channels such as MTV moreover, these are all things to consider when creating and promoting a music video.
This post demonstrates some proficient understanding of the role of music videos and how they have changed and developed over the years. The images that you have included, indicates some understanding of how music videos appeal to their audiences.
ReplyDeleteYou have also considered a variety of other factors, such as the role of youtube and the number of views a video receives. However, you need to compare this to the days before and after the introduction of the website, by exploring the ideas and points that you have considered so far.
Finally aim to develop on the points that you have included within your conclusion, by considering what ideas you can take and include within your own production. For example, how will the role of youtube assist you in ensuring your product is successful?