RESEARCH INTO MUSIC VIDEOS?

By Joe. Clark

PURPOSE OF A MUSIC VIDEO

The original purpose of a music video is to promote an Artist or group, by increasing their popularity and recognition. Another purpose is to advertise their newly made piece e.g. song or album.

HOW WERE MUSIC VIDEOS DEVELOPED?

It is difficult to state what the first music video was, and who it was by. But the earliest video to date is ‘The Little Lost Child’ where a succession of animated still shots were shown on top of a music track.

One of the first promotional music videos was performed by the band ‘The Beatles’ in the song ‘A Hard Days Night’ this video not only promoted the song and its catchy sound, but also caught the bands appearance allowing the ‘Gaze Theory’ to be influential even back then.

The first 24 hour access to music videos was introduced by the MTV music channel in 1981. Allowing audience members to view music videos throughout the day.

HOW ARE THEY MADE?

Firstly, there is the preliminary stage of the production. Where the record label agree to publish the production, and they give the Artist’s crew a budget to create it with.

Secondly there is the production stage, where the video and sound etc. is created and filmed.

Lastly, there is the post-production stage, where the video and sounds are edited. Concluding to a published video from the recording company.

WHAT ARE THE CONVENTIONS?

Editing – Within music videos jump cuts were the most predominant editing technique used throughout the music video spectrum. Allowing the audience to feel engaged with the piece, and allows the easy transition between shots to occur.

Camera Shots – a wide variety of shots are used in music videos, this again, is used to keep the audience engaged and to feel attracted to the piece, otherwise it may become widely repetitive.

FILMING AND SOUND

Filming is the most important factor of the video, in that you must choose whether it is a narrative or conceptual video. The way in which the video and the music interact is the most important concept of the music video production.

Another important feature is the sound, in that the director and Artist never truly know how it will sound when the final production is submitted, so directors must think about this carefully.

WHAT IS THE OVERALL BUDGET?

The budget allows the director and crew to produce the video and production, making it professional and worthy for audience feedback. The budget also allows the Artist to perform, in that he is receiving an income for his work.

The average overall spending of music videos is 125,000-300,000. And the most expensive video ever made was that of Michael Jackson, the song ‘Scream’ costed 10,000,000.