Brainstorm Initial Ideas - Costume

The History of Music Videos

We recently had a lesson on the history of music videos that I found particularly interesting. So I have decided to summarize some of what I learnt in the post.

1920s and 1930s

The history of music videos can be dated as far back as the 1920s in Germany and the 1930s in the USA. Oscar Fischinger was a experimental film maker whose videos were abstract and visual interpretations of music. Two notable videos by him are Komposition in Blau (1935) and Fantasia (1939). These can be considered a part of music video history as they were visual interpretations of music that were used to sell the track as often at the end a title would appear on screen ‘get it at your local store’.

Soundies 1840 - 1846

Soundies are an early version of music videos, usually three minute musical films that were displayed in Panorams. Panorams were coin-operated film/video jukeboxes used as entertainment in bars and other entertainment and amusement centres. They covered all music genres and are perhaps best known for their exhibiting of African-American artists who had fewer opportunities to perform at live venues.

1960s Scopitone

The first scopitone was made in France and was a jukebox that was similar to the Panoram however:

- Choice was built in.

- Films were in colour rather then black and white.

- Individual selection

- Play and rewind options

The videos shown were usually song and dance performance that were shot cheaply and the consisted of high levels of female display. These films were a pre-cursor to the overt sexual displays of contemporary music videos. They were produced in the USA and usually cost $8000 to make. However this form of viewing died out when television came about.

1975 - First Official Music Video by Queen – Bohemian Rhapsody

The rise of Music TV 1981 – 2003

Initially there was a British invasion of Pop acts that filled video airplay on MTV to break the American market. Soon American artist followed suit as they realised the potential of the medium. There was at first a dominance of white, male rock artists based on the assumptions of the producers about the demographics of the audience, namely that the audience was also dominated by white males.

Other than Michael Jackson who had success with his singles Thriller and Bad both of which had successful, high budget productions, black artists didn’t break through until the end of the decade. Reluctance to play black music videos meant rap videos only attracted small budget and didn’t find a mass audience at first. ‘Walk This Way’, the crossover by Run DMC and Aerosmith as well as the humour of MC Hammer and Coolio helped make gangsta rap more acceptable and so eligible for bigger budget videos. Hype Williams, a music video director, led the way for black artists and director in the music industry for more extravagant productions. Higher budget videos generated better record sales and meant that hip-hop now replaced rock as the dominant music form.

Eventually serious rock artists realised the importance and effectiveness of music videos. Bruce Springsteen, who was considered the ultimate to other rock artists, led the way with his 1984 video for ‘Dancing in the Dark’.

The Establishment and Development of the MTV Brand

By 1984, MTV had established itself as central to the music business and started up the Video Music Awards, its very own Oscars. MTV, now owned by Viacom, diversified and established VH1, a more album orientated channel for older audiences. MTV Europe started up and was a great success as Europeans were keen to get same benefits as Americans.

Music videos along with MTV and the introduction of the CD were considered responsible for the revival of the Music Industry. It improved sales and established image as a key factor in the promotion of an artist. By the end of the 1980s music videos were a pre-requisite in the promotion of singles.

The Present Day and the Influence of Technology

Music videos first appeared on the internet on chat/networking sites having been digitised form TV recordings, uploaded and shared.

1997 - I-film launched

1999-2001 – Napster launched

2005 – The launch of Youtube. Faster and easier viewing than sharing sites.

2007 – Myspace video functionality added

2007 – Royalties issue

Google and Youtube reassured the music industry they would ensure fairness so that artists got their cut. However the issue was complicated as some labels welcome the development viewing it as free advertising while others see their music video as ‘the product’ and so they must protect their product and profits as much as possible.

Various artists have achieved fame and success through videos first becoming known online only. Example: Ok Go 2005 ‘A Million Ways’

MTV – online streams of music videos

AOL – streams with supporting advertising

I-tunes – offers free music videos and sells them to view on video i-pods.

Viewer-generated content

Literal music videos, lip dubs and mobile phone clips from live performances.

Guerrilla filmmaking – An alternative to the mainstream. Refers to a form of independent filmmaking. Characterised by low budgets, skeleton crews and simple props. Scenes are often shot quickly in real locations without any warning. Usually made by independent filmmakers who don’t have the budget to obtain permits, rent out locations or build expensive sets. Example: Vincent Moon ‘The Take-Away’

‘Guerrilla filmmaking is driven by passion with whatever means at hand.’ - Yukon Film Commission Manager Mark Hill.

DYM MYSPACE FEEDBACK

Excellent work, Bhavika. Some very good evidence to suppport your marketing research.

Gwen Stefani – Love Angel Music Baby

For the deconstruction you will need to explore the following:
images used (layout, colour, style etc)

Front

Vivid and colourful

A medium long shot

Main colours used – gold, pink yellow

White background with a gold border

Gwen Stefani sitting on a gold throne in the centre directly addressing the camera

Head tilted up slightly and to the right

Curly messy hair – looks careless and so ‘cool’

Wearing a white top with frills, grey jacket with white fur, denim shorts, tights

Holding a gold purse and stick – link to royalty

Gwen Stefani is in focus but the surrounding images are out of focus

Slumped in the throne, one eye hidden, looks very laid back, relaxed, careless and so in control

Signature look – dark red lipstick, blond hair

Surrounding image – two Asian girls standing and posing

Back

Dark red background

Image is to the left has a white background

Image in black and white

Gwen Stefani sitting on same throne but more upright

Head tilted down to the right.

Curly even messier hair – looks careless and so ‘cool’

Eyes half closed – still looks chilled out

Big black stilettos

No longer wearing the grey jacket

Holding a tiara – connotations of ‘royalty’

Holding a stick – link to royalty

text (fonts, size, positioning, colour etc)
Font colour – gold

Album title in top left top corner and name Gwen Stefani in bottom right corner

Album title fairly small, Gwen Stefani much bigger and in bold

Font used is distinct, fancy style, connotations of royalty and ancientness

The relationship between text and images - how do they work together ie anchorage Differing functions of the front, back, inside sleeve
Anchorage - The text has connotations of royalty in the image, Gwen Stefani is sitting on a throne

The text, the throne and the border are all gold

How the Iconography represents the band, the genre of music and their overall image.

Iconography represents Gwen Stefani as individual and distinct

Colourful iconography is colourful and reflects the genre of pop, which consists of catchy dance music that is fun

Gwen Stefani’s image consists of her dark red lipstick, blond hair and her wild/different/out there fashion sense

Overall image is quite fun

Are there any signifiers exclusive to the band/ genre
Colourful and fun – pop genre

Signature look – dark red lipstick, blond hair, quirky dress sense

What the cover says about the institutional context of the music ie the label, mainstream, underground, first album etc
Owned by Interscope Records, licensed to Polydor Limited, Universal Music

First album as a solo artist?

What can we learn about the potential/target audience from the cover ie specialist, niche, familiarity with the band, compilation, mainstream etc.
We can learn that the target audience is mainstream, as the cover resembles other mainstream pop artists/bands, as it is colourful, fun etc. However, it is also individual to suit Gwen Stefani’s style.

Any work completed on album covers should be posted on your individual blog, with links to the album cover imagery

STAGE 1: ALBUM COVERS RESEARCH

A: Look at a selection of album covers (minimum of ten, CD or vinyl), maybe from your own, your parents or a friends collection, or online - the more variety in genre, style, decade etc the better. Make notes in answer to the questions below:

1. What are the typical features that an album cover has? Make a list of all the elements they have in common.

Front, back and spine

Name of the band/artist – usually bigger then title

The title of the album

Typeface – visual motif same font

The artist is usually on the cover

The image is strong and iconic: Lady Gaga - The Fame

Marketing stickers

Price labels

Offers

The tracks on the CD

Institional information - The record label, copyright symbol, publisher, designer date etc

Certain expectations – legal licensing fro industry etc

Artist/band website

Record label website

Bar code

Same design and colour scheme on front and back

Name of the band/artist and the title of the album on the side

Booklets

Distinctive debut albums – sell the artist/band

Second/third etc albums - work on familiarity

Greatest hits – play on nostalgia using iconic images of the artist/band, work on an emotional response

2. How would you categorise the covers in front of you? Are there any other ways of distinguishing between them other than generically?

Genre
Target audience

Artist/band

Male/female

Style

Band/artist on the front

Conceptual

Debut/first/second, third etc

Mainstream/alternative/niche

Compilation/greatest hits etc

Tone – funny/serious

Era/decade

Layout

Dual case/digi pack/vinyl album

Special edition/double album etc

Record label e.g. Motown, 2 Tone – associated with a specific genre

3. Album covers serve many different functions. What do you think these are (ie what is their purpose?)

To portray the artist/band artistically

Serves as an identifiable image associated with the artist/band.
To hold the CD

To advertise/promote/sell the artist/band

To advertise/promote their songs and music

Indicate the genre of music and style

Informative – tracks

Genre specific – has to sell a specific genre

Institutional identity

Individual, distinctive, should stand apart

Gets people talking about artist

Test Shoot 2: Grovelands Park

Now we have changed our song and idea this test shoot was for the song 'Eyes on Fire'.

Costume

MAIN GIRL
Sparkly dress
Black glove
Tights
Converse

Props

Glitter
Wool

I think this test went very well, especially in comparison to our last one! We found a spot in the woodlands part of the park that Mia and Selina had earlier come across. We set up there and began filming shots of the main girl played by Mia walking through the trees in character. The shots were mainly handheld.

Problems/Lessons Learnt

Having looked back at the footage, I think the lighting may have been an issue. Although we had enough lighting as we used paglights, the lighting from them makes the shot look unnatural. I think natural lighting looks better and so we will probably have to shoot earlier in the day. We also need more still shots to have a combination of handheld and still camera work in the video.

NEW TRACK!!!

Our new track is called 'EYES ON FIRE' by BLUE FOUNDATION.

Blue Foundation are a Danish alternative Rock band and this track is feature in the film 'Twilight'.

They started out in 2000 and their music can be described as a mix of melodic dreamy pop influenced by indietronica and shoegaze.

Apart from Twilight their music has also been featured in the film 'Miami Vice' and the American TV series 'The O.C'.

This track is very atmospheric with quite an eerie feel to it. Although it is very slow we could still use fast editing at various points to build tension, particularly when there are long pauses. Our idea is very abstract. The general idea is to have the main girl, Mia. in prefereably a white dress and barefoot walking through a forest (Grovelands Park). In the background, actors wearing masks will be walking around though the main actress is oblivios to them. One masked character (maybe Selina) will represent the main girl's alter ego and will lead her through the forest although she does not realize she is following anyone. Shots will show the masked figure running her hand over a tree and will then show the main actress doing the same thing in the same place. Finally at the end, the main girl will either put a mask on or the mask will shatter to piecses (if that is possible).