The History Of My Chosen Medium

Music Video


A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes.Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 1980s, these works were described by various terms including "illustrated song", "filmed insert", "promotional (promo) film", "promotional clip", "promotional video", "song video", "song clip" or "film clip".
Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos interpret images and scenes from the song's lyrics, while others take a more thematic approach. Other music videos may be without a set concept, being merely a filmed version of the song's live performance.

-Wikipedia

Comparison of 1989 music video and 2012 music video

Here are two videos of a similar genre that i have chosen to compare, Van Morrison- 'Have I Told You Lately' an Ed Sheeran- 'Small Bump'. Van Morrison's song was released in 1989 and Ed Sheeran's in 2012, this contrast will show the difference in music videos between each era, and how music videos have progressed. The most visable contrast between both music videos is the diffence in quality of the image, this shows how cameras are progressing and images are becoming more clear. However a similarity is that they both have a hint of narrative and story to them which is typical for this genre of music. When comparing both music videos it is clear that there are some differences due to the advance of technology, however the theme, layout and ideology are very similar and have not changed that much over time.

The History of 'Indie pop' (my chosen genre)

Indie pop is a genre of alternative rock music that originated in the United Kingdom in the mid-1980s, with its roots in Scottish post-punk bands on the Postcard Records label in the early '80s (Josef K and Orange Juice) and the dominant UK independent band of the mid-'80s, The Smiths. Indie pop was inspired by punk's DIY ethic and related ideologies, and it generated a thriving fanzine, label, and club and gig circuit. Indie pop differs from indie rock to the extent that it is more melodic, less abrasive, and relatively angst-free.

The term "indie" had been used for some time to describe artists on independent labels (and the labels themselves), but the key moment in the naming of "indie pop" as a genre was the release of NME's C86 tape in 1986. The compilation featured, among other artists, Primal Scream, The Pastels, and The Wedding Present, and "indie" quickly became shorthand for a genre whose defining conventions were identified as jangling guitars, a love of '60s pop, and melodic power pop song structures (the genre was initially dubbed "C86" after the tape itself).

In the mid to late '80s, indie pop was criticized for its associations with so-called "shambling" (a John Peel-coined description celebrating the self-conscious primitive approach of some of the music) and underachievement, but the C86 indie pop scene is now recognized as a pivotal moment for independent music in the UK, as is recognized in the subtitle of that compilation's 2006 extended reissue: CD86: 48 Tracks from the Birth of Indie Pop. Indie pop continues to have a strong following and inspire musicians, not just in the UK but around the world, with new bands, labels and clubs devoted to the sound.

- Wikipedia

Paramore- The Only Exeption

Although the majority of Paramore's songs do not fit with the genre I am aiming to follow for my music video, this one however does. Again this music video follows a narrative of one character. This music video, like most of the music videos of this genre I have looked at, portray the idea of love and again disregard theorists such as Laura Mulvey and the 'Male Gaze'.  It was released by 'Fueled by Ramen' in February 2010 as the third single from the band's 2009 studio album Brand New Eyes. The audience of this music video is teenage girls, and this is conveyed through the bright pink colours and the fact that it is written through the point of view of a girl, therefore the audience can relate to it. This music video follows typical conventions of the genre in ways such as the slow edits to match the music style.

Ed Sheeran- Lego House

The music video "Lego House" by Ed Sheeran is of the same genre as what I aim to base my music video on, Indie-pop. This video along with the majority of Ed Sheeran's work follow a narrative. The narrative of this music video is about a man who idolises and wishes he was Ed Sheeran. The story is about how he manages to get backstage at one of his concerts and gets on stage, only to be arrested and as he is being escorted out of the building comes face to face with Ed Sheeran, his idol. This music video follows typical conventions of a music video however it also breaks some conventions, for example it is conventional for the artist to be the main feature of the music video, as music videos are used as a promotion of the artist as well the music video, however Ed Sheeran only features in this video for only a couple of seconds. I find that this break in convention is effective and follows the style of the artist I have chosen, therefore I will consider using this technique in my own music video. The main cinematography in this video are the use of handheld camera and steady cam filming, I think these shots have been used for effect to make the video look more personal and home made, as we are following the life events of a singular character.          

The language used in this music video is very moderate and unoffensive, which is conventional for a song of this genre, as this genre of music breaks a lot of music video stereotypes, compared to genres such as 'pop', as the songs are mainly about love which is seen as old fashioned, as most chart music focuses on sex and lust. This links with the theorist 'Tessa Perkins' who claimed that once a stereotype is put in place, it is hard for it to be removed, thats why music videos that focus on love, like this one, are rare because music video producers tend to follow the stereotypes. 

Taylor Swift- Love Story

'Love Story' by Taylor Swift has been named one of the biggest selling albums of all time. The music video of this song is inspired by the Shakespeare story of Romeo and Juliet, but this story has a happy ending. The single was released in September 2008 by Big Machine Records and was the lead single from her second studio album 'Fearless'. The music video is the key factor that contributed to the songs success as it showed a traditional story of love and captured the hearts of teenage girls wishing to be the character Taylor Swift plays in her video, making teenage girls the main target audience which is typical of this genre of music. The use of a narrative within the music video is common and effective in music videos of this genre (pop/country/indie). A popular convention used in this video is the use of slow motion, slow motion is used to develop the narrative and characters feelings as well as match with the speed of the song. This video goes against usual 20th century videos and theorists such as Laura Mulvey who states that music videos are from the 'male gaze' exploiting women in a sexual way. This video is far from that as Taylor swift is seen looking very natural and innocent, and the story conveyed is one of love not sex. This is typical of the genre of music as they are usually love songs, not just sex related. 

Because the genre of this music video is country style, the language used fits that genre as it is polite, unoffensive language, conventional of a country music video. As stated above, the ideology of this music video is to represent the Shakespeare story of Romeo and Juliet, a story of love. Love is the main theme throughout the song, which is rare in modern day music as usually songs are about sex and lust not love, this link to the media theorist 'Laura Mulvey', who claims that all music videos are portrayed through the 'male gaze', which means that the video is shot through the eyes of a heterosexual man, therefore portrays women as sexual objects. However although there is no physical acts of sexual behavior being shown in this music video there is still symbolic elements that are provocative, for example there is a close up on Taylor Swifts face (main character) and she is holding an open fan covering her face so that only her eyes can be seen, although this does not look provocative, the meaning behind it is, as women would open their fan in the presence of a man that she would want to 'make love' to, to let him know how she feels and what she wants, therefore the fan acts like a provocative invitation.

The opening shot of the music video is a long shot that establishes the setting, which in this case is a school. The setting of the school is also shown through the use of props in relation to  mise-en-scene as the main character/artist, 'Taylor swift', is holding books and school folders which is what you would typically see a student holding, therefore creating realism and verisimilitude within the narrative. The structure of the music video is effective as although the story follows a linear narrative, parallel to this we are shown a story of what she is imagining in her head of what she wants to happen. Costume is used effectively to determine which is reality and which is in her imagination, as in the clips of reality everything is modern day, the characters are wearing jeans,T-shirts and casual clothing, where as in the clips of imagination the characters are wearing old fashioned long dresses and suits like a fairytale. The imagination side of the narrative follows themes from the classic novels 'Pride and prejudice' and 'Romeo & Juliet', even within the lyrics there is a reference to her being 'Juliet' and the boy she is in love with is her 'Romeo'. In the narrative there is a clip of the characters at a big old fashioned dance, this is symbolic of the big ball/party the characters have in the novel 'Pride and Prejudice' as they are wearing the same types of costume as well as dancing in the same way.

Although the song has a slow beat to it, the editing is quite quick, this is unconventional as usually in a music video the edits match the speed of the song. However sometimes conventions are broken for effect or to follow the narrative, in this music video the fast edits could relate to the narrative, as the love of the two characters developed quickly and they are both feeling a rush of emotion at the first sight of seeing each other, also the fact that most of the narrative is set in the main characters imagination, she is imagining their lifetime together in the space of a few seconds of first seeing the man she loves, so the editing could represent the speed of her imagination.