Research

I felt it was important for me to do research into music videos so I was able to become comfortable with this form of media. This would enable me to create my video to a more professional standard as I'll know what is required to make my music video appealing.

Purpose of the product.

-Entertainment; a music video should provide entertainment for fans to insure they want to keep watching the video and don’t shut off half way through. A good concept will help keep audiences interested in the product.
-Advertise; the music video will premote the band or artist as well as the song being shown as if people enjoy it, it may encourage them to look in to other songs, or work by that band or artist.

Development of the medium.

Music videos developed from the early Top Of The Pops, as when bands or artists were on tour, or not able to come on the show, they would pre-record their performance so they were still able to promote their latest singles. It also stemmed from The 60's where the Beatles got so sick of fans loud screams over bearing their music, they refused to perform live and so stared filming performances instead.

Technologies involved.

Many technologies are used during the filming of music videos, such as camera's and high-tech lighting. Some music videos may also have the use of green screens so they can later edit the bak ground of their video.
Technologies have vastly changed over the years, for in the 70s, music videos usually just consisted of the band or artist perfoming their song, with few having a storyline or narrative to it. However, in fairly recent years artists have become more creative with the effects, editing and narrative of their videos.
Also, the use of computers and internet has vastly helped artists in premoting themselves as well as their music videos.

Conventions of the product.

All music videos have some form of storyline or narrative, and this does not always necessarily fit in with the lyrics of the song, although most of the time it does.
Depending on the genre or views of the artists, the band or performer may include themselves in the video, either performing the song in some way, or playing the protagonist themselves. Location can also help portray the artists views and help the audeince get a better understanding of the video or even the song.

Generic elements of the product.

The narrative of music videos is decided on hugely due to what genre the band or artist is;
Typical rock bands usually show them perfoming during their music videos, as this shows their music to be ledgitimate. This can either be them perdominantly playing live, or them performing with cuts to a separate stoyline.
Most typical R&B artists have a storyline of which they usually play the main character in. Even though most indie bands also do this, they also usually show the band perfoming also, and the videos are usually centered around love whereas R&B videos usually show a storyline of a hedonistic nature.

Technical features.

Music videos typically use direct address so their audiences feel engaged with the song, and so they're able to relate to it easier as they feel involed with what is going on.

Issues surrounding representation.

Many artists represent themselves differently depending on the genre of their music, or even their views on certain things.
Rock bands such as Def Leppard, Van Halen and AC/DC oftern have videos of them perfoming and this plus the nature of their lyrics shows their passion towards rock based music and their love of doing it.
However, artists such as U2 and Carter USM oftern use their music to make their audiences aware of any political or other issues that concern them.

Theory.

Andrew Goodwin says that in music videos there is;
- A relationship between the lyrics and the visuals
- Intertexual references
- A genre present that is related to the iconography.
- Usually many close-up shots of the lead singer or artist
- and voyeurism is often shown (usually in relatin to female representations).

Contemporary issues surrounding your product.

User generated content mean thats audiences are able to create a product that satisfys them, however this means that what the artist meant by the lyrics and the way they wish the song to be portrayed visually is not under their full control.