Beginning of Music TV - Historical Determinants
MTV was the first music video channel, which started in New York on August 1, 1981. The first song aired was the Buggles’ “Video killed the Radio Star”. The song is ironically about the radio era dying out.
Before MTV
In 1978, three years before MTV hit the airwaves, the American program “Video Concert Hall” began offering several hours of unhosted music videos every day on the USA Network.
American Bandstand (1952-1989) was the standard in music performance. Artists lip-synced “live” performances on a sound stage.
In the UK, Top of the Pops (1964–2005) was a British music chart television programme running during American Bandstand in America.
Radio Stations
Advantages of promoting on the radio:
- Radio was specified to people’s preferences, so it would be guaranteed that the audience would like the song
Disadvantages of promoting on the radio:
- It would not be confirmed as to how frequently the song would be played, and what time. (hegemonic)
- Radio stations were limited, you would not be able to reach a global audience
- Radio stations were often lined to record labels. If you were independent, chance of radio time was very limited.
Record Labels
Popular contemporary record labels:
- Universal Music Group
- Warner Music Group
- Sony Music Entertainment
Popular 60s-70s record labels:
- Motown Music
- UK Records
Illustrations in Music Videos [Exam Preperation]
The narrative in the American Bandstand music video is about advising women on how to find herself a man. This is shown through the star appeal, who is the main focus of the video. Direct mode of address communicates an exclusive feeling. The simulated live performance gives the feeling of intimacy.
In contrast, the narrative in the God is a Woman video (Ariana Grande), is about women being independent, artistic and world-changing. The difference between the two narratives reflect on the beliefs of the society at the time, as feminism is a constantly growing idea. The different pop-culture references reflect on the star herself (Richard Dyer).
Intertextuality and short films began in music videos when Michael Jackson’s “Thriller” released in 1982.
Social and Cultural Context
In the 1950s, economies rised and people were chasing the ‘American dream.’ Men started purchasing television sets for their families, and they would sit around it every evening as a family bonding activity. Popular shows were aimed at families. People were extremely conservative, women could only choose from 4 professions. Rise of youth culture.
Acts like the Beatles caused moral panic and older generations weren’t too pleased however youth culture had an impact.
In 2005, iTunes and YouTube released, which gave the world a more accessible, controlled way to listen to music.
Music Videos
The purpose of a music video is to promote the star and the song, to raise profit for the star.
Convergence from music industry to entertainment industry.
Early - just the star performing, 3 or 4 cameras in the studio, with a show host (American Bandstand, Ed Sullivan), could include a narrative.
Contemporary - entertainment, experimentation
One Direction - History
- Constructed band on X-factor (Richard Dyer)
- Really popular
- Relatable - our generation
- Last single and music video before they split up - summary
- 2015 - Made in the AM
- Appeared on X-factor hosted by Simon Cowell - Came 3rd place. Simon Cowell owns SYCO - One Direction’s record label
- Niche community - U&G Personal Relationships - Maslow
- Personal belonging - Mainstreamers
- First single was What makes you beautiful - It hit number 1 on the UK Top 40 in 2011
How media language has been used to create a link to the fans
- Direct mode of address - “you and me”, eye contact, pointing
- Flashbacks of important moments in order - nostalgia, longevity of the journey
- Shows moments of not only themselves but also the fans - personal relationships
- Audience grows over time - journey
- Behind the scenes - intimate moments, exclusive
- Black and white for past events - nostalgia
- Audience - teenage girls
- Iconography - global, international - Australia, America, Asia, Peru
- Non-verbal gestures - how they want to present themselves going forward
- Low camera angle - dominant
- Appeals to mainstreamers - all around the world
- Dress codes - normal, fans can relate
CAGE - Audience Demographics
One Direction’s audience grew in age as they developed their careers. We see this throughout the History Music Video as the video reflects more of the audience over time. At the start it is mostly teenagers however as it goes on we see a range of teens-adults.
One Direction had a middle or upper middle class audience throughout their careers. They all had enough money to buy tickets and all had phones.
The video promotes a primary fanbase of female teenagers as they are the representation throughout.
Although the boyband started off with a mostly caucasian audience, it grew global over time. We see this in the iconography of the History music video as they tour to Asia, America and Europe.
Music Video Sub-Genres
Performance - recording of live performance or concert. Can be ‘studio’ recordings (lip syncs)
Illustration - a simple narrative video (or mix with performance) - illustrates meaning of lyrics and visualizes music in straightforward way. Could be called music video ‘denotation’
Amplification - conventions demonstrated by the music video ‘auteur’ or creative director. Takes literal meaning and transforms it to a ‘connotive’ level.
Disjuncture - completely abstract visuals, no obvious link to the music, lyrics, song title or artist.
The Influence of Record Labels
SYCO ENTERTAINMENT
- controls X-factor and Britain’s Got Talent
- Sony music had an interest in Syco, Simon Cowell struck a with them to buy Syco.
- Simon Cowell has walked away from the Syco music record label, not too shocking since many major celebrities bailed on the label
- Sold to Sony music in 2005, Sony Music has controlling rights
Music Video Regulation - BBFC
Vevo and YouTube work in partnership with the BBFC (British Board of Film Classification) to “age rate” all music videos and music DVDs by artists signed to Sony Music UK, Universal Music UK and Warner Music UK.
The record labels submit anything that they expect to have a rating over the age of 12.
Issues with Regulation
- The information about the rating will be in very small writing, so you may actually miss it.
- It doesn’t cover international artists, though the US are working on their own rating system.
- You can skip with a click, you can lie about your age to watch the videos.
- It is voluntary for music labels
- It is a non-governmental organisation (non political biased)
- As individuals we are media literate enough to make our decisions, we grew up surrounded by media, it is about education not regulation.
Exam Preparation - How does a music video help to develop the relationship between a band and its audience?
One Direction’s ‘History’ music video connects them to their audience using direct mode of address. This creates a feeling of personal relationship (U&G) between the fans and the celebrities.
The use of black and white flashbacks creates a feeling of nostalgia for the audience. When fans watch the video, they will feel like they have been there from the start.
The use of low camera angles delivers the message that the band is dominant, and fans are able to look up to them as idols.
The video uses iconography to reach the wide audience of the band, when they show the different locations of their experiences.
The behind-the-scenes moments create an exclusive, intimate feeling between the audience and the fans. The aspirers will desire to act like the band in their personal lives, thinking that if they do they will gain the same amount of attraction.
The contrast between the intimate behind-the-scenes moments, and the moments of fame of the band, express Dyer’s star theory, showing that they are a paradox; both extraordinary and ordinary.
Arctic Monkeys
Arctic Monkeys, as an independent band, became popular using free CD giveaways in public spaces.
They also used the internet to gain following.
As the band was formed in 2002, the main platform they used was MySpace.
They are a dominant ideaology
Arctic Monkeys Demographics
Class - Arctic Monkeys’ audience comes across as C-D (lower middle class-working class) because of the budget spended on the music video, dress codes and mis-en-scene.
Age - Young adults/older teenagers (talking about nightclubs)
Gender - heterosexual attraction in lyrics - primary audience is male, secondary audience is female (not trying hard to appeal)
Ethnicity - not diverse, not making an effort to appeal to a wider ranging audience. Fan group is probably diverse?
Arctic Monkeys Context
They are from Sheffield, South Yorkshire, England
The Arctic Monkeys were formed in mid-2002
Arctic Monkeys are a Rock, Indie Rock, & Alt. Rock band.
Arctic Monkeys have 23 singles & 6 Studio Albums
- unsigned to a label until 2005 - song release
- began handing out CDs at concerts
- grew an original fanbase
How Does “I Bet You Look Good on the Dancefloor” appeal to fans?
- Convergence - film and music industry joining to help promote identity of band.
- Direct mode of address - intimacy
- Lighting and authentic mise-en-scene (makes audience feel like they are there, nightclub)
- Establishing shot to introduce entire group
- Close ups to identify individuals, intimacy
- Minimal camera movement + performance styled video - same background as audience (C1-D)
- Dress codes - ordinary (star theory)
- Relatable to target audience (age, gender)
- Simple, catchy chorus that fans can sing along to
- Aspirers want to be like the stars (romantic theme of song)
- DIY nature of the video fits in with the ethos of the band.
- Private feel gives us more of a “backstage pass” - close proximity
Early Days of Social Media
AOL
MSN Messenger
MySpace
P2P Downloads - illegal music downloads
These have royalty issues - PROS: builds a sense of fan ship, awareness, mainstreamers.
CONS: the band isn’t earning money from it due to it being freely downloaded and uploaded to millions of others, they lose a lot of money from this.
The international aspect prevents the legislation of these illegal downloads
“There weren’t many demos available, so people [fans] used to share them on the internet, which was a good way for everyone to hear it.” - Arctic Monkeys (acknowledgement & appreciation)
I Bet You Look Good On The Dance-floor Further Study
- they wanted to be authentic (opposite to 1D)
- one of the first self-made bands
- performance video - seems more real
- targets rebellious teen audience
- launched a new music generation of regular people making their own music without record labels, on platforms like youtube
- catchy chorus
- close up shots
Comparisons between audiences
1D - young girls
AM - rebellious teenagers
1D - manufactured
AM - authentic
Nostalgia
- Black and White in One Direction
- Flashbacks
- Journey, narrative
Andrew Goodwin - music video theory
There is always:
- genre characteristics
- relationship between visuals and lyrics, music and lyrics
- demands of record label
- intertextual references
- ‘notion of looking’ (e.g. male gaze, voyeurism)
- artist iconography / star image
