Introduction to A2 Media

For A2 Media studies, we will be focusing on music videos, with paying particular attention to the technical codes and conventions of these music videos.

-In 1965, we are introduced to Bob Dylan Films, who introduced Subterranean Homesick Blues, which is widely credited as one of the first modern music videos.

-Pop Music TV Shows

In 1970, the record industry discovers that TV Shows are a great way to promote their artists, therefore they focus on 'promos' which then started to replace the live performances of the artist on the TV Stage.

-Bohemian Rhapsody by Queen, 1975, is a video that is considered to be one of the first to use advanced visual effects as it set the language for a modern music video.

-Technical Codes

Camerawork-is used to show how images are sequenced and how it will have a significant impact upon meaning. Camera movement, angle and shot distance must be analysed. The camera movement may follow moving performers as it creates a dynamic feel to stage performance. Close ups tend to be predominant in TV shows due to the size of the screen, this however creates a feel of intimacy for the viewer.

Editing- the most common form of editing for music promos are fast cut montages in which the images are rendered impossible to grasp on first viewing.

Often enhancing the editing are digital effects which play with the original images to give viewers different kinds of pleasure. It is usually done by split screen which is also known as CGI.

-Andrew Goodwin wrote 'Dancing in the Distraction Factory' (Routledge 1992)

1. Music videos demonstrate and illustrate genre characteristics.
2. There is a relationship between the lyrics and the visuals.
3. There is a relationship between music and the visuals.
4. The demands of the record label will include the need for many close ups of the artist and the artist may develop motifs, which then may reoccur as it becomes their visual style.
5. There are frequent references to notions of looking(screens within screens) and particularly voyeuristic treatment of the female body.
6. There is often inter-textual reference reference to TV Programmes, music videos and films)

Inter-textual references can add other dimensions of a meaning to a text as well as fulfilling an important role for audiences. These who do not get the reference feel privileged as though it's a secret.