Music Video (Promo)
A music video is just an advert for the song. It promotes the song
2 Theorists needed for this
Roland Barthe
Claude Levi-Strausse
The french music video - 1964, ver boring, plain narrative, no out
Rebecca - Vanity Angel - Completely the opposite of ^ , so many outfit changes, so many backdrops, so many dancers and settings and colours it was overwhelming and impossible to advertise due to there being so many cuts and shots and things going on.
The Pulp - Hardcore, it makes reference to 1940's crime film but the intertextuality references hardcore porn making it a binary opposite, however there is reference to porn as the first time you see the singer he is gagged and bound (intertextuality).
The weird dance song video
Does not fir the genre of the song, fits more like a rap song however, its play on the models makes it for a creepy and sinister appearance.
Convergence - the coming together of two media industries, for example, MTV bringing music and television together. They combined the two to therefore double their income due to doubling their audience. The fact this works so well is called SYNERGY.
Franchise - where lots of different products are part of the same thing, Star wars has its games and toys that sell the movie, and the movie sells the toys.
Difference Between Cinema and Music Film
Music Video
- Short
- Does not always need a plot
- Does not always link to the song
- Have music the whole way through
- More focused on dancing
- Shorter shot length
- You have a singer/performer
- Costume changes
- Sometimes uses extreme use of stereotypes
- Often use intertextuality
- Take place over a few weeks to write and perform Atemporal
- Often maintain eye contact with the audience, breaking the forth wall
Cinema
- Strong Focus around Narrative
- Different film genres
- Films have a focus on dialogue
- Learn about the characters background and motivations
- Takes months even years to plan and then shoot and edit
Celebrity - The authority of glamorous or notorious status to an individual in the public sphere
Context:
- Vance Joy is an Indie Folk singer, Riptide was his first single to be released in the USA
- Platinum which means it sold a million copies
- Video was directed by Dimitri Basil and Laura Gorun and has nearly 100 million views on youtube
- vance Joy is Australian and is signed to Atlantic Records which is owned by Warner
The video has a clear symbolic link between the visuals and the song. there are themes of abuse heavily towards women. there is also a huge amount of changing of scene and location in a quick amount of time. The master shot is the shot of the woman singing the words wrong, the contrapuntal attitude of the visuals and the song create a creepy and disturbing experience. there are SO MANYYYYYYYY props OMD. There is an unclear narrative however there are many possibilities of what it could be, it is polysemic and is totally aspatial, so therefore it is atemporal.
Structure - Claude Levi-Strausse (Structure & Binary Opposition)
Diametric and Binary mean the same thing
Producers love Binary opposition as it provides conflict and can also make characters stand out and make situations funnier and provide diversity. It helps the audience abide by the producers belief but with Riptide it confuses the audience.
a hard cut is where there is no fades and no fading to back
Binary Oppositions in the Video
- Calm - Torture
- Trapped - Free
- Cowboy - Balcony Shot
- Male - Female
- Hi tech - Old Fashioned
- Moving chandelier - Still Woman
- Fortune Teller - Magician
- Womans Hand - Rusty Knife (horror film connotations)
- Glamour - Distress
Objectification - where someone is seen more as an object than a person, mostly done sexually
Male Gaze - Lisbet Van Zoonan is the theory that the only function for a woman in media product is to sell it to men, she is baiting out the sexists
Voyeurism - Looking through peoples windows, seeing into their lives but through TV
Scopophilia - Getting pleasure from being a peeping tom
Woman are consistently seen as being inferior to men, they are venerable and stereotypical in what they are wearing & their appearance, which conforms to hegemony. There is creepy sexualisation of torture and there is significant emphasis on the models skin for the presumed heterosexual male audience. The dentist shot is an intertextual reference psychiatric unit.
The master shot of the woman singing is non conventional as the master shot should be of the singer not someone woman we do not know, her make up is subtle which refers to her being naturally pretty, her body language is sloppy and it almost appears she is drunk to get through it. The woman is also a little bit older than the hegemonic beauty age.
bell hooks - Feminism is for everybody
The video to Riptide uses ironic imagery to criticise the representation on women in society.
The Voyeuristic mid shot of the woman removing her swimsuit is made to make the audience feel uncomfortable
The Voyeuristic mid shot of the woman removing her swimsuit is made to make the audience feel uncomfortable
Riptide ends up looking like a 1970's Italian Horror Film much like Suspiria,
Similarities
- Hard Cuts
- A lot of Women
What we see in Riptide is the reinforcement of hegemonic beauty, they reference classic horror films to pay homage to them
BME - Black and minority Ethnicities
Rapid fire editing represents women (BME women) as just focusing on their behinds and i could be saying they all look the same and it is just their bums that set them apart from the crowd. It could also be seen as empowering as they are doing what they enjoy and are good at, they also have a cash prize.
BME - Black and minority Ethnicities
Rapid fire editing represents women (BME women) as just focusing on their behinds and i could be saying they all look the same and it is just their bums that set them apart from the crowd. It could also be seen as empowering as they are doing what they enjoy and are good at, they also have a cash prize.
With these videos showing drug dealers and killers, we then fulfill them in a self fulfill prophecy, Stuart Hall Theory
Beyoncé is an established star with a pre sold audience and Lemonade was an iconic album as every song had a video and was a surprise release.
Formation Video
Antebellum dresses that Beyoncé and her backing dancers are dressed up like a slave owner maybe referencing her power and the clothing is symbolic of slave owners, even though her and her crew are all black. The Mes en scene of the grafitti saying 'Stop Shooting Us' which makes specific reference to hate race fuelled crimes. It cuts between a retro 90's style camera and a very high quality camera, this shows that she has been influential and in command since way back when, it also a reminder of the disaster and makes a tame nod of respect to these disasters. There is a few shots of black basketball players which is a predominately black sport. There is a few clips shot in an unworthy area with a black cowboy which is a binary opposition. There was a scene with a newspaper with MLK who was one the most influential black figures to this day, he was on the newspaper with the headline 'the truth' showing that black history and culture is the true culture.
Long Shot, high Key Lighting, cut, fixed camera, her standing on a drowning cop car shows her dominance and power and how she feels about police, swaggering around shows her confidence, the binary oppositions of Police not being in control and she is
The mid shot that is actually a high angle counter acts each other making it just a mid shot. The high key lighting makes her the centre of attention and clearly visible, she appears free and careless. Binary opposition of Blue-ish tarmac and her pink jacket
Mid shot with a zoom, the shot may even zoom in to her face
The video is highly controversial and atypical, but is it is also typical due to the video revolving round her dance moves. This allows it to target multiple media industries as it appeals to a huge audience
David Gauntlet Theory of Identity (Pic N' Mix theory)
Easiest Theory to Apply - The writer of the essay can pic and mix factors of Identity to talk about (demographics)
A mixed race woman will identify with this as they are both mixed race and this is a form of personal identity.
Van Zoonen - One part of her feminist theory is that every aspect of a media product is made for a male, heterosexual man, this is also known as the Male Gaze.
The Big Sleep - the man is a lot older than the women, the man is well dressed and the woman is in a mink fur coat, as that is the correct attire for genders that time
The gesture of wealth is portrayed through her hand movement
The spotlighting shows unity and together ness in the darkness
Objectification of her wearing revealing clothing, but her sass also shows her confidence
Binary opposite of having a rich looking band in a deprived area, it also could show unity
The 80's/90's retro affect could be paying homage to her earlier videos and/or inspiration
The mes en scene of her sitting in an expensive dress (Givenchy) holding a lace umbrella shows her wealth and class. She is presented in an atypical way where she is in a powerful role even when she is surrounded by men. The weave shop scene has a proairetic code as she appears to be aggressive and territorial, unwelcoming on a shop that is predominantly for black people.
A hierarchy is where a society is split into different places of power
Paul Gilroy - Post Colonial theory
One reason why Beyoncé used the shot of the guy with the prayer hands behind his back is to make the audience uncomfortable and confused, however in 'That B E A T' it is seen as someone expressing themselves. She has eradicate any homosexual elements of Bounce in her video while trying to get the establishing shots of New Orleans. These shots demonstrate Beyoncé has an edge and shows Beyoncé is trying to reinvent herself. Nokia Record Company is owned by /Beyoncé's Record Label took the shot for free, they took them instead of re creating them as it is appreciating Bounce music and New Orleans.
Othering - Othering is largely driven by politicians and the media, as opposed to personal contact. When societies experience big and rapid change, a frequent response is for people to narrowly define who qualifies as a full member of society – a process called “Othering”
Ethnocentrism - Belief that ones people are more important than the others
Beyoncé is an established star with a pre sold audience and Lemonade was an iconic album as every song had a video and was a surprise release.
Formation Video
Antebellum dresses that Beyoncé and her backing dancers are dressed up like a slave owner maybe referencing her power and the clothing is symbolic of slave owners, even though her and her crew are all black. The Mes en scene of the grafitti saying 'Stop Shooting Us' which makes specific reference to hate race fuelled crimes. It cuts between a retro 90's style camera and a very high quality camera, this shows that she has been influential and in command since way back when, it also a reminder of the disaster and makes a tame nod of respect to these disasters. There is a few shots of black basketball players which is a predominately black sport. There is a few clips shot in an unworthy area with a black cowboy which is a binary opposition. There was a scene with a newspaper with MLK who was one the most influential black figures to this day, he was on the newspaper with the headline 'the truth' showing that black history and culture is the true culture.
Long Shot, high Key Lighting, cut, fixed camera, her standing on a drowning cop car shows her dominance and power and how she feels about police, swaggering around shows her confidence, the binary oppositions of Police not being in control and she is
The mid shot that is actually a high angle counter acts each other making it just a mid shot. The high key lighting makes her the centre of attention and clearly visible, she appears free and careless. Binary opposition of Blue-ish tarmac and her pink jacket
Mid shot with a zoom, the shot may even zoom in to her face
The video is highly controversial and atypical, but is it is also typical due to the video revolving round her dance moves. This allows it to target multiple media industries as it appeals to a huge audience
David Gauntlet Theory of Identity (Pic N' Mix theory)
Easiest Theory to Apply - The writer of the essay can pic and mix factors of Identity to talk about (demographics)
A mixed race woman will identify with this as they are both mixed race and this is a form of personal identity.
Van Zoonen - One part of her feminist theory is that every aspect of a media product is made for a male, heterosexual man, this is also known as the Male Gaze.
The Big Sleep - the man is a lot older than the women, the man is well dressed and the woman is in a mink fur coat, as that is the correct attire for genders that time
The gesture of wealth is portrayed through her hand movement
The spotlighting shows unity and together ness in the darkness
Objectification of her wearing revealing clothing, but her sass also shows her confidence
Binary opposite of having a rich looking band in a deprived area, it also could show unity
The 80's/90's retro affect could be paying homage to her earlier videos and/or inspiration
The mes en scene of her sitting in an expensive dress (Givenchy) holding a lace umbrella shows her wealth and class. She is presented in an atypical way where she is in a powerful role even when she is surrounded by men. The weave shop scene has a proairetic code as she appears to be aggressive and territorial, unwelcoming on a shop that is predominantly for black people.
A hierarchy is where a society is split into different places of power
Paul Gilroy - Post Colonial theory
One reason why Beyoncé used the shot of the guy with the prayer hands behind his back is to make the audience uncomfortable and confused, however in 'That B E A T' it is seen as someone expressing themselves. She has eradicate any homosexual elements of Bounce in her video while trying to get the establishing shots of New Orleans. These shots demonstrate Beyoncé has an edge and shows Beyoncé is trying to reinvent herself. Nokia Record Company is owned by /Beyoncé's Record Label took the shot for free, they took them instead of re creating them as it is appreciating Bounce music and New Orleans.
Othering - Othering is largely driven by politicians and the media, as opposed to personal contact. When societies experience big and rapid change, a frequent response is for people to narrowly define who qualifies as a full member of society – a process called “Othering”
Ethnocentrism - Belief that ones people are more important than the others
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