Michael Shore (1984)

Michael Shore (1984) argues that music videos are:

Recycled styles, surface with substance, simulated experience, information overload, image and style scavengers, ambivalence, decadence, immediate gratification, vanity and the moment, image assaults and outré folks, the death of content, anesthetization of violence through chic, adolescent male fantasies, speed, power, girls and wealth, album art come to turgid life, classical motifs, style over content, form over meaning.

Kate Domaille (2001)

Kate Domaille (2001) – Suggests there are only 8 narrative types which can be applied to different genres, these are:

·         Achilles – Fatal flaw that leads to destruction, e.g. Superman.

·         Candide – Indomitable hero who can’t be put down, e.g. Indiana Jones.

·         Cinderella – The dream comes true, e.g. Pretty Woman.

·         Circe – The chase, e.g. Terminator.

·         Faust – Selling a soul to the devil, e.g. Bedazzled.

·         Orpheus – The loss of something personal, e.g. Sixth Sense.

·         Romeo and Juliet – Love story, e.g. Titanic.

·         Tristan and Iseult – The love triangle, e.g. Casablanca.

Initially, you would apply these narrative types to films as I have done above with film examples. However, music videos also hold narratives and these narrative types can be applied to these as well. E.g.  The music video for The Script – Nothing could hold the narrative type – Tristan and Iseult. 

Andrew Goodwin (1992)

Andrew Goodwin (1992) argues that in music videos, narratives can be highly complex and a meaning can be created from the individual who is watching the video from their own personal musical taste and style. Also, the sophisticated inter textuality of contemporary music videos use the multi discursive phenomena of Western Culture today.

Many of the music videos that are out today are dominated by advertising references, film pastiche and reinforce the post modern traditions.

Tzevetan Todorov (1977) – Structure of Narrative

Stage 1 – There is a stable equilibrium. According to the audience, everything is satisfied, calm and normal.

Stage 2 – The stability is disrupted by a force, creating a state of disequilibrium.

Stage 3 – The recognition of the disruption.

Stage 4 – The re-creation of the equilibrium through actions directed against the disruption.

Stage 5 – Restoration of a new equilibrium.

Narrative Structure

Narrative

Narrative is a series of actions in a cause and effect chain occurring in time and space. It is affected by the media language such as editing, sound, mise end scene and representation.

Narrative includes certain ideological meaning, e.g. Bollywood is motivated by music and dancing. They usually run linearly (A-B-C-D – events of the narrative are in order) and this then works towards the resolution of the enigma (mystery). There are different types of narrative structure:

·         Open Narrative – Leaving the ending open, such as the use of a cliff hanger (e.g. The Italian Job)

·         Closed Narrative – Everything ties up together at the end e.g. Midsomer Murders.

·         Multi-strand Narrative – More than one story run parallel with each other.

·         Interactive Narrative – A narrative in which the audience can get involved e.g. X Factor, Big Brother.

·         Point of View Narrative – The story is told from the main characters point of view e.g. Bridget Jones’ Diary.

Narrative Structure Diagram

A)     Inferred Events – Additional events that the audience don’t need to see. B)     Explicitly Shown Event – What the audience see C)     Non-Diegetic Material – This helps the audience understand the narrative such as text on the screen, e.g. ‘South London – 3 Months Later’ I Story (Fabula) I A - - - B - - - C            I  Plot (Syuzhet)  I

The Script - Nothing Lyric Timings

 

By doing this, I can plan and film my video according to the times written above. I now know how much time I have to film a certain scene. 

Types of Music Video

Music videos usually consist of a performance of the song by the artist and a performance of the narrative. For example, The Script - We Cry. However, music videos can be split up into 3 types.

These three types are:

• Performance - This type of video consists of seeing the artist or band perform the song throughout all or most of the music video. This can be positive as the audience constantly get to view the artist and this is usually why they watch music videos in the first place. On the other hand, this can also be quite boring especially if the song is one that the audience cannot connect with.

• Narrative - This type of video consists of a performance of the story which comes from the lyrics. The music that the audience can hear tells the story, while usually the artist acts out the narrative. A very popular type with alternative genre songs e.g The Script or Coldplay yet not so much with the pop genre. This type of music video can also involve bits of performance however, the audience concentrate mostly on the story being told.

• Conceptual - These music videos can be seen as unusual as they focus their idea upon one particular concept. This type of video can use a particular editing technique in order to make the video interesting to the audience.

My music video by The Script will be narrative based and include aspects of performance (only singing). I believe this is the best type, in my own opinion and according to my questionnaire and is the type which engages with the audience the most.

Conventions of Music Videos

Camera Shots - Many different shots are used within music videos in order to reflect emotions, establish locations, represent aspects of the video in certain ways and most importantly for the audience, to receive voyeuristic pleasure from seeing the artist perform. This part in particular is usually created by the use of close ups and medium close ups therefore giving the audience a good view of the artist.

Camera Movement - The movement of the camera is used to follow the artist while they are performing. Providing the music video with a range of angles, tilts, zooming in and out and tracking.

Mise en Scene - This can be seen as the arrangement of props, locations and performers. It is important when trying to represent something or present an idea to the audience that is portrayed in the lyrics. For example, in the video 'Nothing' by The Script if the artist was just plainly walking down the street, there was no alcohol, no friends etc. included in the video, then the video would not be acting out the narrative and in turn not following the typical conventions of a music video. In addition, the way our actor in the music video we are going to produce looks scruffy, rough and drunk creates ideas that he is obviously in bad state.

Editing - Within music videos, if the narrative is being acted out, continuity of time and space is usually kept. However, in a lot of music videos, again using the example of 'Nothing' by The Script, continuity is not kept. The artist goes from been laid on the floor soaking wet after nearly drowning, to walking down the street singing and back to been laid on the floor. This occurs a lot as most music videos involve an act out of the narrative and a performance of the song.

Jump cuts are the most popular cut used in music videos allowing a sudden cut from one scene to another. For example, 'The Scientist' by Coldplay use a cut from a scene on the railway tracks to an extreme long shot of a forest/countryside. Music videos also use fade transitions in order for the video to run smoothly parallel with the style of song.

Colours - The colours that are used in music videos usually reflect the style of song or genre. For example, an indie song may be edited to black and white to reflect the darker lyrics compared to a pop song which will usually always have the video in colour to reflect the bright, fun and lively feel the song has e.g 'California Girls' by Katy Perry.

The Script - Nothing (Music video preview released 22nd October 2010)

http://www.twitvid.com/7573Z

The Script - Science and Faith (Album)

The first single to be taken from the album is 'For the First Time', which was released in Ireland on 3 September 2010 and in the UK on 5 September 2010. It debuted at number one in Ireland, becoming their first number-one single. The song reached number five on the UK Singles Chart in its first week, rising to number four the following week. "Nothing" will be released as the second single on 21 November 2010.

Audience Questionnaire - Music Video

9 Participants


1.How old are you?

16-20 - X O D A
21-30 - V S P
31+ - L G


2.Are you...
Male? - O D A G S
or
Female? - X L V P


3.What genre of music do you listen to mostly?
Rock -
Pop - L S
Hip Hop - O A
Alternative - G S
R'n'B -X D V P
Classical -
Country -
Metal -
Rap -
Indie -


4.Would you prefer to watch a music video that...
Acts out the narrative - S
Performance of song throughout - V
Bit of both - X O D A L G P


5.Which would suit a music video for alternative rock e.g The Script?
Fast paced filming -
Slow paced filming -X O D A L V G S P


6.Is it better to watch a music video which is...
Lively -X D A P
or
Calm - O L V G S


7.Do you enjoy seeing dance routines in music videos?
Yes -X D L V
No -
Depends on the genre - O A G S P


8.Do you prefer music videos with special effects and animations?
Yes - O A V
No -X D L G S P


Please list below 1 of your current favourite artists or bands...
- Beyonce - X
- Tinie Tempah - O
- Nelly - D
- Usher - A
- Bruno Mars - L
- Tinie Tempah - V
- Pixie Lott - G
- Coldplay - S
-Jay Sean - P

Note - A different letter stands for a different participant.

By looking at the results of my questionnaire on music videos I can see many things that will help me to create a music video that the audience will enjoy watching. First of all, I can see that the audience enjoy watching music videos which act out the narrative and includes a performance of the song from the artist. With my music video, I can take into consideration the typical conventions of an alternative rock genre and film the artist singing the song and also parts which are included in the lyrics. E.g, 'any my mates are all there trying to calm me down' this could be acted out as part of the narrative with the artist acting as a character but also singing the lyrics aswell.

In addition, I can see that slow paced filming would be ideal to use whilst filming a music video for The Script. E.g quite a bit of time between edit cuts, still camera, slow paced zoom in or out. Therefore, relating to the next question.. the audience preferring to watch a calm music video.

In particular with filming a video for the script, I think that a dance routine for this type of song would be a bad idea as it would not suit the pace of the song and pace of filming I have in mind.

Furthermore, in relation to question 8, it would be good idea to keep special effects and animations to a minimum. However, in my opinion this again depends on the genre of the song and if a particular special effect suits the narrative or meets the typical conventions of that genre, then it may be beneficial to my video.

Location Ideas Images - More to Come

LIIAR of my Music Video

Language - The video that I am going to produce will include a range of shots. I have included a long shot in order to establish the location, and also the audience can match the dark, urban surroundings to the lyrics of the song. However, my video will follow the typical conventions of an alternative rock/soft rock song of seeing the artist through the use of a back track and medium/medium long shot. This then gives the audience pleasure from seeing the artist nearly constantly, throughout the whole video.

The props I am going to use relate to those involved in the lyrics. The lyrics overall, relate to a man's apology to a girl through a drunken, broken hearted phone call. The character performing the lyrics needs to look distressed to the audience, uncomfortable in his situation of love and sad. I am going to try to portray the character to the audience as if his life has been turned upside down by his broken heart and by the girl related to in the song. The character will look casual yet scruffy after a rough night. I will included props such as empty beer cans relating to the line..'They say a few drinks will help me to forget her'.

I will mainly be filming around an urban area that I know well. The locations I have chosen will be suitable to create a feeling that reaches out to the audience that relates to the lyrics. For example, if the lyrics portray a dark, sad mood then it would be more ideal to film in a shaded, dark area rather than a bright and sunny location.

To slow down the pace of the music video to suit the genre and style of the song I will attempt to film the beginning of the video without a cut, this will hopefully make the video run smoothly parallel with the style and pace of the song. (Slow).

Institution - I will be working in a group of 3 for this project. This number of people could be seen as a number which could cause problems and may be hard to cope with. However, I believe that each individual in our group has their own individual talent and skills in different areas of this project. Furthermore, I strongly think that we all have the ability to work as part of a team and can easily rely upon each other to turn up for the practical production work.

Ideology - The ideology portrayed through my video will be that similar to other alternative rock songs, taking on board the typical codes and conventions used by other artists of this genre. However, because each song has a completely different narrative through the lyrics, we can film the music video adding our own twists to what we think the lyrics mean. In addition, because the song does not yet have a music video at this point in time, we can read the lyrics and produce our video purely from how we interpret each line of the song, with little influencing our ideas and decisions.

Audience - In terms of target audience, alternative rock/soft rock has a huge audience range. Possibly from teenagers to adults over 40. This is because this style and type of music includes a soft beat and usually a narrative or storyline and therefore the audience can relate the lyrics to their own personal experiences. I believe this can have a huge influence on the type of music someone would enjoy listening to.

Representation - Hopefully, the music video I am going to produce will be representative of The Scripts style of music and typical theme of 'love'. In particular with the song I have chosen, how an individual can feel intoxicated by love and also heart broken, determined and lonely. My character will definitely present the characteristics of someone who has been involved with all aspects of 'love'.

History of the Music Video

MAIN ASPECTS OF MUSIC VIDEO HISTORY

In 1965, The Beatles filmed ten black and white films which would later become promos for their upcoming albums. This kicks off a new wave of artists promoting their tracks through videos.

In 1974, music video clips were used as a method of promoting acts that were to appear on an Australian TV show called 'Countdown'. As the popularity of the video clips grew, the music industry began to realize the marketing potential of these music clips. 'Countdown' aired in 22 countries in the 1980's.

During this year, the New Zealand group 'Split Enz' became one of the first bands to create an entire set of music promo clips and market them on video cassette for each song on their album, 'True Colors.'

In 1981, the U.S. video channel MTV was launched and it began the age of 24-hour music television. They launched the channel with the video, "Video Killed the Radio Star." Throughout the 1980s, MTV expanded to become an important tool used in music marketing. In 1983, Michael Jackson released the music video for 'Thriller' which became one of the worlds most successful and influential music videos in history.

MUSIC VIDEO HISTORY TIMELINE

1965 - The Beatles tape ten black and white films which later became promos for their album releases.

1974 - Countdown used music video clips to promote acts on the show.

1980 - Split Enz created an entire set of music promo clips.

1981 - June - Night Flight, one of the first US programs to play music videos.

1981 - MTV was launched which began the age of 24 hour music television.

1983 - Michael Jackson released 'Thriller', one of the most influential music videos in history.

1985-Mid 2000's - MTV launched many other additional programs such as VH1, MTV Europe, MTV2 and many more. In turn, their music videos were reaching out to a worldwide audience.

2002 - The introduction of formatting music videos onto DVD brings about a 33% growth for music videos worldwide.

2005 - Itunes opens it's store for audiences to purchase music videos.

2010 - Currently, the number of music videos viewed online stands at around 34 billion per month.

Throughout many years, music videos have developed massively through how different artists belonging to different genres have added their own twist. The introduction of programs such as MTV gave artists the ability to have their music consumed by audiences in a way which would market and advertise them worldwide.

The Script - Nothing Lyric Analysis

[Verse 1]
Am I better off dead - (Begins with powerful noun, grabbing audience attention)
Am I better off a quitter
They say I'm better off now - ('They' meaning friends)
Then I ever was with her - (Reference to a girl in first verse, subject of song 
As they take me to my local down the street already stated)
I'm smiling but I'm dying trying not to drag my feet

They say a few drinks will help me to forget her
But after one too many I know that I'm never
Only they can see where this is gonna end
But they all think I'm crazy but to me it's perfect sense
(Obviously in an emotional state, the audience now know that the song is about a girl who has maybe hurt his feelings, he states his own feelings and thoughts)

[Chorus]
And my mates are all there trying to calm me down
'Cause I'm shouting your name all over the town
I'm swearing if I go there now
I can change your mind turn it all around
(Parts appear as if they are been sung to the 'girl' however, it then changes. 'Your' compared to 'her'. Sung in first person, therefore, would be ideal to view the video from one mans point of view, rather than just events that occur in the lyrics).

I know that I'm drunk but I'll say the words, 
And she'll listen this time even though they're slurred, 
Dialed her number and confessed to her, 
I'm still in love but all I heard was nothing
(Within this type of genre, the narrative can be taken literally and film according to the story which continues linearly through to the end).
[Verse 2]
So I stumble there, along the railings and the fences
I know I'm with her face to face, that she'll come to her senses 
Every drunk step and path leads me to her door
If she sees how much I'm hurting
She'll take me back for sure
(Reference to been drunk throughout the song, putting love and been drunk in relation).
[Chorus]
She said nothing
Oh I wanted words but all I heard was nothing
Oh I got nothing
Nothing
I got nothing
Nothing
Oh I wanted words but all I heard was nothing

[Verse 3]
Oh sometimes love is intoxicating
Oh you're coming down your hands are shaking
When you realise there's no one waiting
(Stating how he appears drunk from the intoxication of love. The artist includes both physical and emotional feelings and actions throughout the song).

Am I better off dead
Am I better off a quitter
They say I'm better off now
Than I ever was with her.
(Same verse as at the start, the what was a rhetorical question, can now almost be answered in a way by the audience after hearing the lyrics and interpreting meanings to his lyrics).  

[Chorus]
She said nothing
Oh I wanted words but all I heard was nothing
Oh I got nothing
Nothing
I got nothing
Nothing
Oh I wanted words but all I heard was nothing
Oh I got nothing
I got nothing
I got nothing

The Script - Nothing Lyrics and Initial Ideas - Written

Coldplay - The Scientist - Analysis

http://www.youtube.com/watch?v=V3Kd7IGPyeg

The Scientist - Coldplay - This song includes lyrics which tell a story of a man's desire to love and his apology. The first lines of the song relate to this - 'Come up to meet you, tell you I'm sorry.' The video consists of a reverse edit, in order for Chris Martin to still appear to be mouthing the lyrics, he had to learn all the song backwards.

Cinematography - The music video includes many types of camera shots, angles and movement. However, the main shot being a medium/medium - close up during the shots where the artist is walking with the camera back tracking in front. Coldplay have used typical codes and conventions of music videos similar to their style of music- one being the use of the medium close up to see the artist. This constant view of the artist gives voyeuristic pleasure to the audience. (in the case of this song - teenagers - 30's).

At one point in the video -1.28 - 1.39, the camera moves to a low angle, with a quickened pace of shot cuts and focuses on men playing basketball in what some would say looks like a rough location - next to a bridge, graffiti on the walls. We see the artist through the use of a long shot walk by yet the camera intentionally does not focus the camera upon him and leaves him in the background. This adds to the idea of how he passes through the middle of a basketball game and goes unnoticed - an idea which seems to be pursued throughout the whole video.

Mise en Scene - The location of the music video is set in an urban environment. The artist is walking down what looks like a fairly busy high street, (however, view of the background is only limited to what the camera wants the audience to see as the artist takes up a lot of the frame with close ups and medium shots) although throughout, he is in his own world - at some times keeping eye contact with the camera, and sometimes not for emotional effect in relation to the lyrics. The artist wears simple colours, a white top and black jeans therefore the audience cannot form a personality or character for the artist judged on his appearance. The video develops to a secluded location, the audience can only focus upon the artist alone at this point.

Editing - The video mainly consists of a reverse narrative. This particular aspect of the video relates to a repeated line in the lyrics which says 'Oh, take me back to the start' and also makes it stand out from the typical alternative style music video that other artists produce. With the rewind edit, the video also uses a slow motion. This edit enables the audience to focus upon a particular point in the video which may have a meaning especially wanted to put across to the audience. The video uses fades transitions for a cut to a different location, adding a smoother appearance to the usual abrupt cut suiting the style and genre of the song.

The Script - Nothing and Lyrics

The Brief

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 its release as part of a digipak (CD/DVD Package)

- A magazine advertisement for the digipak (CD/DVD Package)