Introduction to music video

Music Videos are adverts for songs, The music video itself isn't the product but rather its an advert for the product. Although in the UK we call them music videos in other countries they're called promos or even PMVs/PVs. Convergence is the combination of two previously separate industries. Examples of media industries include films, TV and music. For example to watch something at the cinema you need to go to the cinema and watch it. To watch something gon TV you need to purchase it and then select a channel. 

 However now all the industries are combined so you can watch a film on ur phone, stream tv or even listen to music, this process is called digital convergence.

Digital convergence - the coming together of two separate media industries thanks to digital technology. 


The Scopitone and the birth of music videos


The Scopitone was a French invention, a kind of video juke-box that combined music and video. Popular in the 1960s, it meant that artists now had to record visuals as well as music.

generic fluidity - the way in which a form or genre changes over time

The music video of The Scopitone is much different from modern music videos. For example, one key contrast is the duration of the actual music video is much shorter than modern music videos. The duration of The Scopitone is at 1minute 48secs whereas modern music videos are 3minutes or even longer. The general style of music is much different from now, the generic fluidity, for example, the actual tone and mood of the music video are happy we would expect a colourful cheerful music video and outgoing. However, the music video is subtle and low-key. Furthermore, the music video now is more energetic and extra. 

Rebecca Vanity Angel 1989

The mise en scene of the bright colours used in the music video creates a meaning to the audience that the mood is fun and the lively. The mise en scene of the dancers bouncing around creates an energetic atmosphere. The music video itself has a huge 1989 vibe from the backdrop to the aerobic dancers. Unlike the first video, mise en scene of the colours in the video suggests a cheerful mood. 

Kylie Minogue - Hand On Your Heart (1989)

In this music video, women are represented as sweet and naive and almost passive. So the music is about a girl that is in an amazing relationship and won't believe it's over until the guy tells her it's over. The mise en scene of the dresses anchors that she is a sweet girl and almost innocent-like as her dresses are quite sensible and mature. The high angle shots of her dancing and around and singing on also holds on to the anchorage that she is sweet and naive. It also shows as playful and carefree. 

Hypersexualisation- It is beyond sexualisation, it makes it clear for the audience its sole purpose is to provide sexual gratification 


Benni Benassi - Satisfaction (2001)


Women are represented as sexual objects, The close up on the lips and the women shaking their bottom uses the male gaze and they're hypersexualised so they're only there for heterosexual men to look at. They're also hypersexualised by doing manual work like drilling into the wall and having close up of certain parts of their body, and they're basically half-naked. 

Star appeal -  where a performer has been constructed so distinctively she generates audience adoration and goes beyond just a performer.


Kyary Pamyu Pamyu- PONPONPON  (2011) 

She seems to be sweet and living in her own world surround by toys which seems to hers and not to mention everything in the music video is pink this is why we should look at her because she is different to us. She is opposed as a star rather than a normal human being because of she in the main centre of attention by having multiple eyes on her. 

BLACKPINK - 뚜두뚜두 (2018)

this subverts the representation of women and represents women as powerful, strong and independent. Things such as having low angle camera shot make them look more powerful and heroic almost. Which goes against the stereotype of women being weak and fragile. Mise en scene of their costume also goes against the stereotype as it is black, which has connotations of being rebellious, and chains. Which isn't 'sweet' or 'naive' rather the opposite. 















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