Sony BMG music entertainment is the second largest major record label in music sales. They accounted for 21.5% of the market in 2005. This label is a global recorded music company. Key artists from this label are: Kelly Clarkson, Alicia Keys, Outkast, Shakira and Britney Spears. Sony music entertainment includes a range of both local artists and international stars. It is also home to many premier record labels which represents music from every genre.
Do music videos allow for meaning to be fixed? Some music videos allow for meaning to be fixed for instance Lady Gaga- Telephone. However other music videos don't have a general meaning and allow the audience to create there own. This could gain the audiences attention resulting in an increase in viewings, or reversibly it could confuse the audience. Lots of music videos have hidden meanings, where if a child watched it they would get a different meaning than an adult. For example "Shake me down" - Cage the elephant, the video is amazing but so are the lyrics in their own separate entity. This song is dealing with death and the title of the song "Shake me down" symbolises extortion, blackmail, and threat. Where as the video perceives none of these characteristics.
How far is a brand responsible for their "brand"/their artistic identity? Brands usually create their artists identity and shape their image and characteristics in order to successfully sell their music. An example of this is Nicki Minaj, she was a normal looking singer before but when she became famous and joined Young Money Entertainment, her appearance changed and she began dressing more extravagant. Given that, some artists seem to be independent enough to create their own image and be popular without being controlled by the record company; an artist which is a good example of this is Beyonce.
What effect does knowing VISUAL IMAGES ARE POLYSEMIC have? Polysemic means that there is multiple meanings. Knowing that visual images are polysemic makes us try and figure out these meanings and results in multiple viewings. Some visual images are polysemic without meaning to be and people can look at an image and find a meaning from it that wasn't intended. Knowing that visual images are polysemic in a music video makes the viewers watch the video multiple times and encourages discussion about that video.
What role does Album Art have in contributing to the star's identity? The album art is very important to the stars identity, this is because the album is the main source of advertising and will be seen on TV,online, in stores, etc. If the album has a boring front cover then buyers will not be drawn to the item and the album will only be purchased if the artists name is well known. However, if the album is eye catching then buyers would be drawn to it and maybe then realise they recognise the artists name. In addition, if the album cover is interesting then it can also be memorable and increase sales and popularity. However, usually the well known artists have better album art then unknown artists because they have more money to spend on professional photographers and special effects.
Interesting album cover featuring a well known artist
Boring album cover featuring a non popular artist
How far does Album Art provide a frame of reference for interpretation? Album art allows the buyer to interpret what the music will be like and what its about. For example Rihanna's album cover for Rated R the album itself is pretty PG rated compared to the artists previous covers. Given that, the album cover is very eye catching with a close up of her face and colourisation in black and white to make it more dramatic. The album cover is quite fierce and symbolises pain because she is holding herself. This could provide a frame of reference and gives an insight as to what the music may be like. However, album art may contradict the music by having a solemn cover yet the music may be dance tunes.
Rihanna's album cover - Rated R
Music Videos are NOT fictional in the sense that real world stars/bands and the outcomes for them are inextricably linked, so if a star plays role "X", does it have a direct relation/a direct effect on their overall "persona"? Stars can be described as idols of consumption, because of this they use their music videos to express their creative side and portray a world of glamourous surrealism that many people aspire towards, creating unrealistic goals. Depending on which kind of characters they portray the video will directly effect their fanbase- they are massively influential. Artists can play a role in a music video and it could have a direct effect on their overall persona, however it depends on the person. For example Beyonce has been known for having an alter ego called Sasha fierce which is also the name of one of her albums. This helps her to be confident when performing. In effect a music video can also alter the stars persona resulting in them becoming arrogant.
Music videos work around three codes and the relationship between theses codes is key to understanding how music videos work. These codes, Music, lyrics and iconography, are designed to provide pleasure for the viewers and encourage repeat viewings. There is a common acceptance that the relationship between a music video and its lyrics have to link; however this isn't necessarily true. An example of this is Fall Out Boys song "American Suitehearts". This lyrics portray the song to be romantic where as the music video is humorous. Below is the music video for "American Suitehearts" - Fall Out Boy.
Questions that are worth asking of any music video are: Do the visuals illustrate, amplify or offer disjuncture with the lyrics? and do the visuals illustrate, amplify or offer disjuncture with the music? Applying these questions to the music video above I think the visuals offer disjuncture with the lyrics and amplify with the music. When visuals illustrate with the lyrics or music this means that its not always literal. For instance, we might see someone opening the door in a music video and the lyrics may link with the visual but not for all of the lyrics. Amplification means that there are new layers of meaning added to the song. For example, if we hear a sad song and the music video illustrates a morbid event, this amplifies the audiences emotions. The definition of disjuncture in context with a music video means there is contradiction between the lyrics and image.
Another key feature of a music video is editing. The most common and effective form of editing used in music videos is fast cut montage. This is when we are rendered from seeing some images displayed in a music video, resulting in multiple viewing. An example of this is Outkast -"Ms Jackson". In contrast, there are some music videos that use slow pace and gentler transitions to establish a mood, for Instance Dido - "Thank you". Digital effects work along side and enhance editing. Digital effects might take the form of split screens, colourisation, and CGI.
As I was researching on Youtube I came across the music video "I feel like dancing tonight" - All Time Low. This music video is performance based and represents how record companies try to sell their artists in videos using various techniques. In addition this is another example of intertextuality, and is humorous which makes it memorable.
Intertextuality is the shaping of texts meanings by other texts, the essence of intertextuality is using something from which the audience may be familiar with and generate associations and new meanings. Music videos are frequently using previous texts to spark recognition in the audience. However, not all audiences will spot the reference and even though it won't massively detract from there pleasure it has been argued that people who understand the reference connect with it more. Many music videos take reference from television, cinema, fashion and art photography. Media texts are framed but other texts and some argue that they are constructed more by there intertextuality than by there creators.
Here are some examples of music videos containing intertextuality:
Eminem - Without Me
This music video demonstrates intertextuality by using the format and layout of a comic book. This is shown by the use of the animated words and extravagant costumes.
Chipmunk - Chip Diddy Chip
This uses intertextuality because its based in a school and shows the everyday life of school kids. Its shown by the setting, dancers and costumes.
Pink - Stupid Girls
The artist uses intertextuality by showing how stupid some girls are portrayed as in the media. This is shown with the shots of her walking into a door, undergoing pointless plastic surgery and being bulimic.
After doing some further research on music videos on Youtube and watching MTV i found that even though they can be diverse from other videos, most of them seemed to have something that made them intriguing. There are 3 main categories for a music video: performance based, narrative based, or concept based. Below are some examples of music videos from each category.
Performance based: He ya - Outkast
This is a performance based music video which also contains intertextuality because it shows how TV shows used to be like; however, its clear the record label are selling the artist in the video. The video uses humour to encourage viewing and shows a crazy audience which also represents intertextuality.
Narrative Based: Last Friday Night (TGIF) - Katy Perry
This is an example of a narrative based music video. This is shown by the titles over the top of an establishing shot which you don't usually see in a music video and long shots and extreme long shots which are also fairly uncommon. The music doesn't come in at the same time as the visuals, there is a small introduction where she is acting. You only really see this in a narrative based video and grabs the audiences attention because they want to see the end result.
Concept Based: Otis - Jay Z ft Kanye West
You can tell this is a concept based music video because it has no story to it and its quite random in the sense that the music video consists of a car driving around and the artists singing in front of the american flag.
Out of all of them I personally find narrative the most engaging. Unlike the others it has a story to it and the audience can have emotions towards the music video and the artist. However, from my research i have noticed that a narrative based music video isn't as effective if the relationship between visuals and the music is a general occurrence. Given that, I also noticed that most concept based music videos concentrated on the assets of the artist, which links with voyeurism. This makes the audience engaged by building excitement instead of a story. Performance based music videos are mainly concentrating on the artist/band, from my research I have seen this is mostly used for rock bands. Record labels film performance based music videos so that the artist is remembered and the audience feel they are watching them perform.
Francis Lawrence, born inVienna, Austria March 26 1970, is an Americanmusic videoandfilm director and is currently signed to DNA Inc. He earned a bachelor degree in film production atLoyola Marymount UniversityFilm School; then shortly after started working as a second assistant camera on the feature Pump Up The Volumedirected byAllan Moyle. Following this he went on to work as first AD on the featureMarching out of Timedirected byAnton Vassilin 1993. After working with feature films he decided to join his ex-classmate Mike Rosen in co-directing music videos. Lawrence shot his first music video forMichael BlakeyPresident of Atco Records with the band Tidal Force which became a great success. Soon after, Lawrence became known for his original and imaginative music video scripts and visual directing style.
The peak of his career is when he joined a major new production company and his success expanded as a music video director, having worked with stars like:Lady Gaga,Britney Spears,The Black Eyed Peas, Jay-Z,Avril Lavigne,Aerosmith,Janet Jackson,Jennifer Lopez,Destiny's Child,Garbage,Gwen Stefani,Pink,Shakira, andMissy Elliott.As well as music videos he has also directed numerous commercials for clients such as: Coca-Cola,L'Oréal,Calvin Klein, Maybelline, Bacardi,McDonalds,GAP,CoverGirl,andDisneyland.
He’s also directed the hit film I am Legend in 2007 which featured Will Smith. Other feature films which he’s directed include: Constantine (2007), Water for Elephants (2011), Touch (2011) and Survivor which is coming out soon. He was also the director for three episodes of Kings (2009).
