Evolution of Music Videos

Modern music videos are primarily made and used as a device for marketing intended to promote the sale of music recordings. Although the origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 1980s, these works were described by various terms including "illustrated songs", "filmed insert", "promotional (promo) film", "promotional clip", "promotional video", "song video", "song clip" or "film clip".

In 1894, sheet music publishers Edward B. Marks and Joe Stern hired electrician George Thomas and various performers to promote sales of their song "The Little Lost Child". Using a magic lantern, Thomas projected a series of still images on a screen simultaneous to live performances. This would become a popular form of entertainment known as the illustrated song, the first step toward music video.

A lyric video is one in which the words to the song are the main element of the video. The music video for R.E.M.'s Fall On Me interspersed the song's lyrics with abstract film footage. In 1987, Prince released a video for his song "Sign o' the Times". The video featured the song's words pulsing to the music presented along with abstract geometric shapes; an effect created by Bill Konersman.

Lyric videos have taken uprise for the use of modern artists like Nicki Minaj, Kanye West, Katy Perry & so on.

Digipak

Digipak is a patented style of CD, DVD or BD packaging.

In terms of the creation of an album, a Digipak will almost always consist of a CD (which contains the track list)

A deluxe edition can also be sold which usually has different cover art along with about 5 songs for a little extra pricing. Sometimes added notes/content is in the sleeve of the Digipak too.

It is uncommon for modern artist to release extended album (EP) which is released later on in the year. It will often contain added content like a BTS DVD or a lyric booklet. The tracklist will also have extra new songs that did not make the original cut or were written later on the year.

In some cases Digipaks in different countries may have exclusive content which will most like be one song. 

Nicki Minaj & David Guetta - "Hey Mama" Codes & Conventions

Nicki Minaj & David Guetta - "Hey Mama"

Close up shot of Nicki Minaj

Establishing shot of Nicki Minaj - showcasing full body
costume and arid setting (Mise en scene). Hologram of
Nicki is huge in comparison to setting which reinforces
the idea that she is significant to both the song and
music video.

As Nicki Minaj is the poster girl for the video and writes her own lyrics and performs her raps for the video, she prominently appears throughout the music video. Therefore she is used as the thumbnail for the video when searched for on YouTube. Because of this, close up shots are used to focus viewer attention on her, especially when her verses appear with relation to the song and video.

Wide shot to show vehicles in desert. This is a side by
side comparison of a shot from the "Hey Mama" music
video (top image) & "Mad Max: Fury Road"
(bottom image). 

In terms of mise en scene, Nicki's costume is a black mesh catsuit, pink bob wig, dark eye make up and black headband. Her appearance is in the form of a hologram because when the video was filmed, she was in the UK performing her European Tour titled "The Pinkprint Tour." Due to the nature of this video, the flash flickering of her hologram ties in with the fast beat of the song. Therefore giving it a techno-dance vibe which ties in with the genre being hip-hop/dance.

The connotations of a black catsuit is usually associated with sexually dominant qualities which link with lyrics like "None of them bitches ain't taking you, just tell 'em to make a U, that's how I be I come first like début." Wordplay is used for "you" & "U" which as this verse is a rap, it creates a flow/rhythm for the lyrics to follow. The 'I come first like début' line could be interpreted as both a double entendre and a sexual innuendo. As Nicki is renown for being the most successful female rapper and being the first to accomplish multiple accolades, this ties in with the idea that she 'came' into the rap industry and was the 'first' female rapper who's 'début' album went platinum called "Pink Friday" (At the time of the release of her debut album, Nicki was famous for wearing a pink wig bob hairstyle. As a result, in this video she is wearing a similar hairstyle which therefore shows a visual throwback to this era and links in with the choice of lyrics).

Wide shot showing a group of people dancing. Fast pace
cut transitions make the video seem very upbeat therefore
making it easy to dance to. Visual occurrence of dancers
reinforces this idea.

However, as a sexual interpretaion, it could be percieved that she sexually 'comes' before her partner. It could also be implied that her partner puts her needs first. Therefore, linking back to dominant and sexual connotations a black cat suit. (which is reinforced by the direct address of "you" & definitive requests of "don't", showing control)

Codes & Conventions of Music Videos

Camera Shots: Long shots, close-ups and extreme close-ups are constantly used. Close-ups are 

usually used in music videos as it puts emphasis on the artist or bands face for promotional reasons 

and their lips to show the lip-synching.

Camera movements: Pans, dolly track shots, crane shots and tilts are used to follow the movements

of the singer/band or dancers.

Editing: Jump cuts are the most commonly used as its purpose is to jump from a scene of the 

location to the artist to the instruments and vice-versa. Reaction shots are used with music videos 

with narrative as it expresses the relationship between two or more people. The pace of the editing 

is always in synch with the beat of the track.

Mise-en-scene: Is associated to the inter-textual link of the music video, therefore it depends on 

the representation. For example, a video based on a sixties film (Madonna – “Matiral Girl” Is based 

on “Diamonds are a Girls best friend” from a Marilyn Monroe film performance) would use iconic 

staging, characters, costumes and so on to represent the time. Mise-en-scene is also reflected 

through:

Lighting: Extreme artificial lighting is the most common type of lighting used in music videos as it 

helps to enhance the look of the artist or band through making them seem ‘ageless’, this is 

commonly used in pop music videos. Lighting switches help to indicate a shift from the chorus to 

verse and vice-versa. Finally, lighting also enhances the atmosphere as it can be used to give a 

bright and upbeat feel particularly in dance music videos or a dark and eerie feel which is used 

mostly in rock music videos. For example, Cheryl Cole’s video for “Fight for this love” uses the 

lighting to show her flawless complexion.

Props: Props are essential in music videos

Costume: Reflect the genre of the music and the style of the artist; therefore costumes are 

essential because they compliment the artist. For example, Lady Gaga has specific clothing to show 

off her fashion, this is evident in her “Poker face” video.

Colour: colour represents the mood of the song for example; bright colours are usually used in ‘feel 

good’ pop songs, a good example is Kylie Minogue’s “In your eyes” video

Sound: usually the sound is the music and vocals; however some music videos are similar to short

films with acting, therefore in these clips there are various sounds which can be heard such as

diagetic and non-diagetic sounds.

Hip-Hop Videos

• Usually includes the artist
• Normally set in a club or a party environment
• Usually no storyline
• Typically women dancers or models.
• Provocative.
• Features jewellery, alcohol and sport cars.
• Features mansion and branded clothing.
• Usually other famous artists are featured in the video.
• Features product placement (e.g. Beats by Dre).
• Artist example: Nicki Minaj.

Rock Music Videos

• Usually dark/deep colours
• Displays the band performing on stage
• Usually no narrative
• Eerie/weird videos
• Uneasy camera movements
• Hand-held shots
• Usually no use of special effects
• Artist example: Rolling Stones.
  

Pop Music Videos

• Colourful
• Close up of artists – shows innocence
• Fun and light hearted
• Appeals to younger target audience
• Shows artist/band involved in dance routines
• Good mood – location – happy for example a beach/friends house.
• Teenager scenario ( having a crush )
• Video usually has narrative
• Artist example: Madonna.

Indie/Rock Music Videos

·        

Shows artist or band throughout the video

·         Some special effects

·         Usually calm setting, but changes when         beat kicks in

·         May be black and white

·         Sometimes has a narrative

·         Close up of artists and characters shown in video

·         Shows band performing

·         Artist example: Kings Of Leon.

Dance Music Videos

• Dance routines
• Sometimes narrative
• Location – Clubs or party
• Upbeat and fun videos
• Women dancers usually half naked
• Bright colours
• All dancers wearing similar costumes
• Artist example: Lil Mama.

R’n’B Music Videos

• Usually a narrative
• Artist/band always shown
• Usually dance routine
• Close up of artists
• Usually set in calm locations such as houses, beaches
• Hardly no performance
• Women usually wear revealing clothing
• Money portrayed positively.
• Alcohol and party scenes
• Use of special effects
• Artist example: Beyonce.

Definition & Purpose of a Website

Website for a Musician:

"A website is a location connected to the Internet that maintains one or more web pages."

Musicians can create websites to update fans on any news, upcoming events, mechanise, etc that they may have in the works. Alternatively, they can provide links to their official social media so they can interact with fans. Musician websites also have a sense of validity which secures the authenticity of links to other sites that may sell tour tickets like

"www.ticketmaster.co.uk". 

Products and other endorsements are also promoted that are branded by the musician which in turn can secure the awareness and selling of the product. Online stores are also a feature used to sell products on the musician's website. 

Link to Nicki Minaj's website:

http://mypinkfriday.com/

Definition & Purpose of a Promo Music Video

Promotional Music Video:

"A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes." 

Music videos can often be released in conjunction with a album's release to help promote the awareness of the album. Alternatively, music videos are often released to help sell singles that are popular from their albums or from the radio. Music videos often have conventions that they abide by depending of the genre that they align with. For example, a sultry/meaningful rap/song will usually have close ups on the artist's facial expression to depict emotion or slow panning-shots of an urban environment or field to reinforce the purpose. On the other hand, a fast upbeat pon de riddem/pop songs will have fast cuts, usually in line with the beat along with aspects of choreography. In some cases, music artists create extended versions of a promo video that may contain a couple of songs (often three) which usually is dubbed a movie.

Nicki Minaj - The Pinkprint (Album)

Nicki Minaj - The Pinkprint Movie (Promo Music Video for Album)

For the release of Nicki Minaj's highly anticipated album "The Pinkprint" she released a promotional music video to help promote its release.

4 songs:
1)"All Things Go"
2)"The Crying Game"
3)"I Lied"
4)"Grand Piano"

Analysis of "The Pinkprint Movie" by Nicki Minaj

Close up GIF of Nicki Minaj

Long shot showing Nicki Minaj's outfit of a figure hugging
white dress. 

Since the message of her rapping and singing in the video are meaningful, shots overall have slow transitions and establishing shots to abide by its conventions. Acting has been used to follow story arc which follows throughout the music video & entails a sense of realism. As the musician is Nicki Minaj, she features heavily throughout the video. Many close up shots of a relatively long duration encapsulate her emotions which further reinforces the empathy behind the video. Written codes such as "Part I - The Crying Game", "Part II - I Lied" & "Part III - Grand Piano" are used to introduce the name of the upcoming songs. The colour of the font is white which on a denotative level is to make the text stand out but in terms of connotations; it could also be interpreted to symbolise purity. 


Nicki Minaj undergoes several costume changes throughout the video (mainly when the video reaches the next 'Part/Song'). Her hair colour remains her natural dark hair colour with minimal make-up to show the 'naturalness' of the video. 

As the genre of these songs fall under sultry hip hop and ballads, the aesthetics are simplistic and classy. Therefore, following conventions expected for the type of songs featured in the promotional music video. As a result, furthering the awareness of the release of Nicki's album and fortifying more sales for The Pinkprint.

Credits for "The Pinkprint Movie"

Nicki Minaj - The Night Is Young (Promo Music Video)

(For a Single)

Here is an example of music video used to promote a single from Nicki Minaj's album "The Night Is Still Young". As this track is a fuse between hip hop and pop, the visuals are very vibrant and energetic. Lots of colour gives off the impression that it is a fun track and choreography in the video retains attention to the video. Fast transitions and cuts gives the video more energy which suits the feel of the song. Pop singles are likely to be more successful than any other most genres so by promoting this single (being one of the few pop songs off The Pinkprint) will make it almost a guaranteed success. Especially if the song is released around summer time as pop is at its peak at that time of the year. Also the message of the song is about having fun & is not overly meaningful in terms of being emotional which means the a slow moving video would not be suited for this type of music.

A2 Brief

Breif:

A promotion package for the release of an album to include a music promo video, together with two of the following three options:

• a website homepage for the band
• a cover for the release as part of a digi-pack (CD/DVD packages)