Introduction to the music video industry -

Introduction to the music video industry - 

 Media Language 

 Key terms - modes, language polysemy, meaning, conventions, intertextuality, audience response and ideologies.
Theory - Barthes and Levi-strauss 

 Representation -  Construction processes, stereotypes, social and cultural contexts, audience response, ideologies.
Theory - Hall, Gauntlett, Van Zoonen, hooks, gilroy. 

 Rebecca - Vanity Angel:

  • Bright and colourful
  • Typical 80s
  • American pop culture influenced 
  • Constant movement, chaotic 
  • Japanese view on american culture in the music industry
  • Lots of patterns and use of shots and lighting
  • More diverse, use of dancers, one black the other being white. 
  • Editing matches the beat of the music. 
Pulp - Babies (1994):
  • Bigger narrative 
  • White background 
  • Showing the band creating the music
  • Not as conventional, 'Edgy' music video
  • Lip syncing movement 
  • Weird dancing
Daft Punk - da funk:
  • More of a story line and narrative
  • Less music and less traditional aspects of a music video 
  • Unconventional - nothing unexpected happens 
  • No relevance to the music and what happens in the video 
  • Actual video was hidden within the music video
Aphex Twin - Window licker 
  • Purposefully makes the audience feel uncomfortable 
  • Very controversial 
  • Racial stereotypical 
  • Creates parody on sexualisation of the women. 

Key terms: 


 Process Convergence - Music videos are actually a revolutionary concept, combining music and video. These two media forms used to have two wholly separate industries. However, now hey are regularly combined 

 Synergy - Where the interconnectedness of media products leads to a result of more of the sum of its parts. E.g. TV shows. 

 Structuralist approaches binary oppositions:

  • Structuralism focuses on the underlying meanings in signs and symbols. It is closely related to language and how we use language to perceive the world.
  • Claude Levi Strauss argued that we all make sense of the world understand something through what it is not. 
Vance Joy - Riptide
Micro element
Examples
Analysis- why is it used?
Effect on audience
Camera angles
Extreme high angle on the riptide, repeated every time it says 'riptide'. Close up on certain that are mentioned in the lyrics Specific camera angles on things that are said in the lyrics to make the narrative clear enough so you don't necessarily need to listen to the music to understand it.
Uses jumpcut editing to create quick but powerful montage. Showing variety in this music video		Rejects any stereotypical view or opinion of typical/mainstream music videos.
Creates a contrast and attracts the a new target audience.
Short, thought-provoking and questionable cuts create a sense of enigma for the audience 
Editing
The neatly cut scenes make it seem edgy and non-conventional. The theme of colour and the editing used makes the music advert allude to looking like an advert or short-film, but with no clear narrative. Makes the audience intrigued in what happens and the non-linear editing is not chronological, leaving things unexplained. The cuts of the 'missing girl' it creates some sort of narrative.
Mise-en-scene : lighting
Constant switching between dark lighting and really light settings.
The darker imagery in this music video increases as it progresses/.		This makes this very subversive and challenging in comparison to any mainstream i.e. pop music video.
The more upsetting/horror scenes get progressively more intense.
Mise-en-scene : props and costume/Performance
Minimal costume, casual clothing, slightly vintage look. 
Semiotics
obvious 
Binary oppositions
There is a lot of binary opposition between light and dark, a couple and an individual and peace from fear. This is done to emphasise one another and show the powerful contrasts. 

Who is Vance Joy - An australian male artist, signed to Atlantic records. His music can be catorgorised as fitting into indie folk-pop genre.

Riptide was Vance Joy first single to be released in the USA, following his debut EP, 'God loves You're Dancing'. It became a platinum selling single.

The video was directed by Dimitri Basil and Laura Gorun and has had nearly 300 million views on Youtube.

Could be argued that the music video for riptide seems to defy or subvert music video conventions. Rejects the idea of narrative 




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