Introduction to Music Video

The cinema invented music videos to be way they are; music videos have been around since the 1920's. American Blues singer Bessie Smith had one of the first music videos, 'St. Louis Blues (1929)'. Obviously from this video it is clear to see that music videos have progressed a lot since this time. The video is in black and white, there is not a huge amount of editing, there is no special effects etc, this is due to the fact that the type of technology we have now was not established in those times.

However, Bob Dylan was credited as having one of the first music videos from his song 'Subterranean Homesick Blues' (1965).



As we can see here the video is quite unique as it features Dylan holding cue cards for the audience, with selected words and phrases from the lyrics and as the song plays he flips the cards. This concept, being the cue cards has been imitated by many other artists.

In the 1970's recording industries saw T.V. programmes as a way to promote their artists and their focus from here was to produce short 'promos'.

In 1975 Queen's 'Bohemian Rhapsody' was considered as one of the first videos to feature visual effects.

The video opens with a shot of the four band members in near darkness as they sing the a cappella part. The lights fade up, and the shots cross-fade into close-ups of Freddie. The video then fades into them playing their instruments. In the opera section of the video, the scene reverts back to the "Queen II" standing positions. All of the special effects were achieved during the recording, rather than editing. The visual effect of Mercury's face cascading away (during the echoed line "go") was accomplished by pointing the camera at a monitor.

Technical Codes

• CAMERAWORK-(Camera movement, angle and shot distance all need to be analysed). Close-ups tend to predominate and also emphasise the song, artist and the voice (this is known as 'commodity on sale').

• EDITING- fast cut montage: rendering many of the images to grasp on the first viewing, which consequently ensures multiple viewing. Enhancing the editing which will be digital effects, offers pleasure for the audience. This might be in the form of split screens, colourisation, block-buster film style CGI, green screen (known as chromakey).

An example of a one shot video (no cuts): Wiley featuring Daniel Merriweather -'Cash In My Pocket'

Andrew Goodwin's music video analysis:

1. Music videos demonstrate genre characteristics
2. Music videos show a relationship between the lyrics and the visuals
3. Music videos also show a relationship between the music and the visuals.

• AMPLIFIES
• ILLUSTRATES
• CONTRADICTS

4. Demands of the new record label will include the need for close-ups, (most common amongst new artists) of the artist. The artist may develop motives which re-occur across their work.

5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body.

6. There is often intertexual references (to films, TV, videos etc).

Examples of intertexuality in Music Videos:

• Michael Jackson-'Thriller': Horror film imitation
  

• Madonna-'Die Another Day': references to 'James Bond'

• Red Hot Chili Peppers-'Calirfornication': Video game characters

The purpose of intertexual references is that it:

• Can add another dimension of meaning to the text
• Fulfills an important role for audiences
• Can work on different levels, so it is understood by some but not necessarily all- those who understand the references feel privileged.