Task 1C - individual report: Purpose of music videos

To sell the song (Beyonce - Sorry)
The purpose of this music video is to her husbandJay Z because he cheated on her with another women who she refers to as 'Becky' at the end of the video, due to who she said 'You better call Becky with the good hair'. The reason why she made this song and even the whole album called 'Lemonade' is to relate to her fan's situations and problems with their loved ones in life, she done this because she knew she was going to receive a lot of sales from it because the lyrics relate resembles a lot of people's situations. The video sales the song very well because of the fact that it is abstract and it's presenting image as she doesn't care anymore and she can do well without her husband. Near the end it is abstract because of they way her choreography is, it is rhythmic editing because she is moving her body to each beat. Also it is abstract because of their costumes and face paint.  This music video also has conventions such as lip-syncing, choreography and being abstract. 

Promotional for the artist (Lady Gaga - Marry the night)
A music video wasn't only to sell the song but it is also to sell the artist. Promotion of the artist is key in a music video for the future success of both the artist and the video. That is why we see the artist in their music performing is a hypo reality form of way because the artist wants to promote their image in the way they want their fans to see them. For an example, Beyonce only shows you her luxury part of her life and the best parts of her life, you wouldn't see her bad days or her personal life or when she is depressed because of the fact she doesn't want to show the audience that. This is the reason why young urban youths are the target audience because they are more influenced easy and buy into things quickly. Nowadays the music video is more important than the actual track. The song is a soundtrack for the music video because the public love the music videos. Therefore there are more music videos in the modern era that are more abstract, unusual and creative because that is what their audience want. Example of this would be Lady Gaga - Marry the night. The narrative of this video is longer than the actual song. The only difference with this artist compared to the others is that at the beginning in the narrative she tell the story of her personal life, which other artist doesn't seem to do because it is private and they want build a fake image. The aim is to make a interesting creative most abstract music video in order to get the public talking about this new artist. Lady Gaga is very abstract within herself because of her costume, hairstyles and they way she comes across as a person.


Exposure and Expansion of the artist 

Exposure for any new or current artist is hugely important. Exposure for any  artist is hugely important when it comes to music videos because it shows the audience the image of the artist and creates a false image for artist. image is important because the audience who understand what the artist is like. Exposure for any new or current artist is hugely important. Music Videos play a vital part in the exposure of an artist because it promote their image which is used to gain revenue and endorsement deals with products, this convey a message that shows what the artists is using because the fans will buy the products. However for unsigned artists like Scribz (ld 67), the numbers are more in the fan base and conveying a certain lifestyle which will grab the attention of the youth audience in London as it will show that an unsigned artist can gain popularity on social media due to the new digital era which is finding creative way to promote and establish yourself in the music industry and finding a market fit.

Task 1A - History of music videos - 1920's - 200's Timeline

Bessie Smith - St. Louis Blues (1929)

1. What was innovative/important?

This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song.

2. How is it recognizable as a music video?

Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.

3.What technological or cultural change happened during this time? 

At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old.

Batcap - Jetpack (1932)

1. What was innovation/ important about this music video?

Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the music video was animation and was first aircraft. This was recorded produced by gramophone. Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.

2. How is this recognisable as a music video?

This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.

3. What technological or cultural change happened during this time?  

There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip syncing is being is being more occurred and live performance are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.

Marilyn Monroe - Diamonds are a girl's best friend (1953)


This video incorporates colour and settings. They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madonna as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing I find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves around Marilyn.


Nancy Sinatra - These boots are made for walking (1966)

It was one of the first music videos to actually feature colour. There are many ways this video is different, it uses sexualisation a lot more as it focuses on their legs and all the other women in the background. This also has a very good dance and rhythm to the video. This is one of the first music videos to actually spark an era of female sexualised themes.

It has a very interesting video as it is set in a studio with just a group of girls dancing but follows a genre specific theme it uses Mise En scene to its effect and it also uses a wide range of dance themes and expressions. This dance sequence is known as a Choreography which really translates to a dance sequence that draws in the viewer in fact Choreography is probably one of the most effective uses in music videos as it allows the artist to get publicly noticed due to the dance.

Mise En Scene is not recognized on the set but the costume design for the girls is much sexualized in other words Voyeurism. Voyeurism is how people are sexually themed and presented in front of the audience.

One huge costume design in this is the boots, the boots are the main theme of this music video this is what made it successful in the first place. They use this to give off a not only sexy but a cool vibe which gives the audience something to enjoy as they view the music video.

1970s and 1980s

Technological and Cultural changes

One of the most well known Cultural and technological changes that happened during the 1970-1980s period of music videos was MTV. MTV (Music Television) launched in 1981. The launch of MTV spurred the evolution of music videos in the 80s. Artists started to include narratives/stories and eye-catching visual effects in their videos. The birth of MTV also allowed Artists and musicians to create their own "Star image", A fake persona that the audience could relate to or aspire to be. MTV became a platform that paved the way for more unconventional music videos.

1970s

Videos are started to be considered too salacious. this is because music video makes were under the impression that sex sells, this was favourable as these videos were not expensive to producer but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with used of of lips synching , the artist performing the song with their band.

David Bowie-Life On Mars(1971)

This video is effective due to the fact that it is a basic lip sync but the shots and effective props can create conventions for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him. 

The Buggles: Video killed the radio star (1981)

This music video was the first ever music video to be played on MTV. The name of the song is self explanatory in the sense that music videos actually ruined the radio star, Artists werent being credited for the way their music sounded but for the way there music video looked. for example Radio was dying out and the only way to gain popularity was to create a music video and become a Movie star for your music.

Michael Jackson: Thriller (1983)

in 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film   "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film. The video uses conventions of a normal music video. For example there is lip syncing and the artist is performing in the video. 



The Police: Every breath you take (1983)


This music video is one of the many recognisable music videos in the 1980s.
The video was released in 1983, It has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs and it is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song. 



Beastie Boys - Sabotage 

1. What was innovative/ Important

this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.

2. How was it recognized as a music video.

It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.

3. What Technological/ cultural Change happened in this time.

Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as Tv shiows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience.

Lucas - Lucas with the lid off

This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes.

This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.

The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels

Whitney Huston - I will always love you

This involves intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.

Brandy & Monica - The boy is mine (1998)

The boy is mind is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.

It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.

Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise  the characters in order to sell the music. 

They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.

Beyonce: 

Brief background: 

Beyonce Knowles was born on September 4th in 1981 in Houston. Beyonce also known as 'Queen B' is a singer, actress, writer and performer. Beyonce started singing when she was very young. Beyonce started her career in 1997 and that is when she formed a group called 'Destiny Child' with Kelly Rowland, Nina Taylor, Nikki Taylor and Latavia Roberson. Before Beyonce's father, 'Mathew Knowles', created this group Beyonce would compete in different events and win them because of her talented abilities of dancing and singing.

Her image:
'No, no, no' - 1998
In this music video, which was Destiny Child's first single, has a narrative at the beginning of the song introducing Destiny Child to the stage to sing 'No, no, no'. This music video also has choreography, and also they're close up on the girls then there will be a close up of the men around watching them, this is called sexualising women and this has been going from the early times when music videos started. The setting in is in a club with people dancing around them and people watching them. The body language reflects the lyrics to the song. The meaning of the song is that they know the guys want them but they will be saying no but they are really saying yes, and the reason why the body language resembles this is because the men are constantly staring at the women and in different shots the men are really close to the women. This reflected on their image because the looked innocent and sexy and to prove that a lot of men want them.
This type of style of music would relate to a young adults 18+ and an audience thhat likes to listen to slow R&B.

In 2006 the group Destiny Child broke up and Beyonce became a solo artist. However made her first track as a solo artist before the group split up. The track was called 'Dangerously in love' and this was made in 2006. Her other two major solo hits were 'Crazy in love' and 'Baby boy' and with these songs Beyonce won 5 Grammy awards. Beyonce did become depressed after the group broke up because of how they broke up and this lasted for 2 years. Throughout Beyonce's life she has been doing interesting things, such as she performed for the Obama's family on 6th February in 2009. She met her husband, Jay Z who she is now happily married too with a daughter named Blue Ivy. She released a document called 'Life is but a dream', in this documentary it reveals her personal life and what she went through giving birth.

In the music video 'Crazy in love' portrays Beyonce from being to a good, kinky girl to a bad fierce girl. In the middle of the music video she is trapped in a car that she sets on fire and walks into the scene a different person because of the fact she was wearing more innocent clothing and colours such as white which represents innocence therefore she was an innocent girl, but after she sets the car on fire she comes out a more bad fierce women and now she calls herself 'Sasha Fierce'. She transformed from young teenager to a grown woman. This music video also sexualises women because of how they are dressed and portrayed and this will attract male audiences. This music video has the conventions of lip-syncing, choreography and montage.



People started to say that Beyonce, Sasha Fierce is a demon possession. Beyonce quoted saying 'When i see video of myself on stage or TV i'm like "who is that girl". That's not me, i wouldn't dare to do that' here she is saying that she is not Sasha fierce of stage but when on stage she is. She also said 'I created my stage persona to protect myself, so that when i go home, i don't have to think about what it is i do. Sasha isn't me' here she is saying that Sasha Fierce is her shield and protects her from what she does. The song 'Diva' which was made in 2008 portrays Sasha Fierce. It has narrative at the beginning of her smoking and walking then the track starts with her lip-syncing and there is also choreography. The song is show that she is a Diva and shes explaining how far she has gone get where she is now.


Beyonce's recent album called 'Lemonade' 2016, this album portrays on how her husband Jay Z cheated on her. This album sold so quickly because it related to so many women around the world. It had over 500,000 sales. This re[resents the affair because in the track 'sorry' she says 'looking at my watch he should have been home, today i regret that night i put that ring on, he always got the fucking excuses', This relates to her other album named 'Beyonce' when rumors went around that Jay Z cheated on Beyonce and this was when Beyonce's sister 'Solange Knowles' attacked Jay Z in the elevator and 2 years later she makes another album representing the same thing. In this music video there is a narrative at the beginning as like she is talking to Jay Z because she say 'So now what you going today now that you've killed me' this is a metaphor for trying to say he's hurt her so badly it's like he has killed her. This video is different because it has been made in an modern era but the whole music video is black and white like old music videos e.g.Nat King Cole - Firm fram sauce.


In conclusion it is very clear that Beyonce has gone through drastic image change from being a good innocent kinky girl, to being Sasha Fierce woman. The reason why she has done this is to keep up with her audience's and her fans because of the fact the modern era focuses more on visual image rather than the soundtrack. When she went through her image stage in 2008 people started to see her has more sexy, more fierce and more like a diva. This is an example of women being sexualised and portrayed in a provocative way for the men's appeal therefore this relates to the modern trait. Furthermore Beyonce's image changes reflected on what was actually going on in her personal life as well as to please the audience.

The lyrically the song reflect moods and emotion that surround anxiety and confusion.   

The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.

This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.

 In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.

This could suggest that her safe is at risk and she may self risk if she is not watched at all times.

The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.

the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.

Lady Gaga- Marry the night

There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.

During to the post 2003 era, music video are more important than the song because it

 is the music video convey the singer's public image ,but also the video is an narrative which  can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.

Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.

In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.

A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.

psy-gangman style

 it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.

the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal.

the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure.

What was important/innovative?

The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.

How it is recognized as a music video?

This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.

What technological or cultural change happened during this time?

In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track . Dej

'If its lovin that you want'- 2005

Rhianna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This shows that she comes from the Caribbean or a tropical country.

Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.

This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.

2006: In 2006, it was said that Rhianna was starting to experiment and play with her image. She was portrayed as a sex symbol and changed up her image e.g. cutting her hair short to a signature pixie cut from the long bouncy hair she had before. This also influenced a change in her music as she started to move away from the reggae and dance hall and move into pop music. This was also the reason to the tittle of her album in 2007 'Good girl gone bad'.

This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.

In this music video, we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. Her image in this music video shows her to be wearing a lot of dark clothes e.g. black leather. The color black can have connotations to being bad and non pure or a sense of evil. To add to this, the leather clothing that she is wearing in one part of the video can be seen as seductive and appealing to the opposite sex. This also relates to the style of her and the music video as it is very conceptual because there is many artistic conventions included e.g. when she is in silver pain or the lighting effect used which is supposed to symbolize rain.

In other words, the intended audience for this music video is aimed at males. The reason i think this is, is because her image has changed since then as she is becoming more provocative.  This adds a sense of voyeurism and why it appeals to that intended audience.

2010: What's my name- Rhianna ft Drake

 After the abusive break up with Chris Brown and the Rated R album which changed her style of music, Rhianna came back in 2010 with her breakout album Loud. It was apparent from the name of the album and the image change to red hair that Rhianna was back in full force and was ready to promote her music with the use of pop songs such as 'Whats my name', 'Only girl' etc. In this music video Rhianna has clearly had a dramatic image change from how she last looked. This can also be known because she claimed that the new 'fiery' red hair set a vibrating shade which gave her a crazy image. To add to this her look was also because she wanted something loud and expressive. This represents the meaning and message shown across this music video because she is shown to be expressive within the video and with other men e.g. suggesting she has moved on as Drake is featured in the song as well.

2011- Unapologetic album:

In 2011 Rhianna had again changed her image and made a new album called 'Unapologetic'. The album is clearly about the title and how she is unapologetic. However she had a variety of image changes in many songs of her music video e.g. Diamonds, which is a ballad which shows her depth and growth. It also resonates honesty. However other songs were the opposite e,g. 'Pour it Up' which have a more upbeat and electro-pop style to it.

Diamonds:

In this music video her image is more innocent and more intense to how she used to look. The reason behind this could be because she is trying to be more truthful. Most of the images used in the music video resonate hyper reality which are things that are not real but to recreate an image to make it seem more appealing to the audience. Furthermore, in this music video she is not seen as a sex symbol or trying to attract any attention. This relates back to her image and how she looks in the music video as she seems lifeless.

In conclusion, it clear to see that Rhianna has gone through many image changes some being drastic in order to keep up and appeal the eye of the audience since in the modern era music focuses more on visuals as well as the music which is why she may have went through her change in 2007 and being seen as more sexual. This could be an example of a post modern trait because most music video conventions include women being sexualised and portrayed in a provocative and seductive way. Furthermore, most of Rhianna's image changes related back to her actual music and the changes she was going through at stages in her life. In other word, we can say that Rhianna is expressive in the way she changes her image and have meaning to most of them.

Genre - Conventions (Prep Work)

Genre	Convention
Pop Katy Perry – Hot N Cold	Pop music usually have choreography in them and lip-syncing. In Katy Perry’s song ‘Hot n Cold’ there is narrative at the beginning whilst they are getting married, then the lip-syncing starts when the song comes in. They have dance choreography at the middle and the end of the music video, the first dance is them in their wedding costumes her being upset because he couldn’t answer in their wedding. The second dance is her in hip hop costume being happy. Then it has narrative at the end again.
Indie Young ash – Letting you go	In this music video it has narrative throughout the video about her boyfriend saying she was always there for him but now she is letting him go. It also has lip-syncing in some of the scenes in the video. The video mainly focuses on her throughout the whole video and the camera is mainly still camera.
Hip Hop Ludacris – Fantasy	In this music video it is at a normal narrative where hip hop videos usually are, at a party but this party is outside. There is also sexualisation because there is a lot of close ups on women in their bra and shorts. Hip Hop videos love sexualising women not only on camera but also in their lyrics as well. Also it has a fast pace to the track.
R&B R Kelly – Bump n Grind	R&B is more sole and slow music. Not far from Hip Hop but it has a slow pace in the music. This music video has a narrative at the beginning of the song with him with a woman, and then other women are screaming his name in the crowd. This music video also has dance choreography but he is on stage performing live but it is an actual music video. Also it shows the musicians in the background playing the song whilst R Kelly is lip-syncing. This video is also sexualising women by having close up on women.

Task 1B - Major / Indie and self produced

Major Artist
A major artist would be more professional than an indie artist or an self produced artist. For an example a major artist would be an artist like Beyonce or Michael Jackson their music videos are very expensive and they took a lot of time to make.

Budget
Lady gaga made a song called 'marry the night' which has 71,390,884 view on youtube. This video earned $142,781,768 therefore this music video would be in the high budget range. However the artist doesn't receive all of this profit, Lady gaga will get 10% of the profit because she has other people to pay because of the music video.

Audience / Image & Attention
If she as a sell portrayed artist she would receive all the profit. This music video represents her image as being an actress and artistic because she didn't want to  be known as a pop star only. The audience this is aimed for is young adults/ adults. The attention she used was by making the video very abstract and unusual therefore people will watch the video and like. This proves that the video means more than the actual song, the song is just the soundtrack to the music video, which is like a short film because the narrative at the beginning is 8 minutes long and the actual song is 5 minutes and 50 seconds long.

Conventions
This video has narrative at the beginning for 8 minutes, it is very abstract and unusual because of the way it is edited and the locations it is in. The music video has hyporeality because in reality nurses wouldn't be wearing custom giuseppe's however even lady gaga says herself she lows reality, therefore she is seeing her imagination. Also n mental homes this wouldn't happen.


Indie Artist
An indie artist music video would earn a lot less than a major artist but more than a self portrayed artist. For example is Lady Leshurr made a song called 'Queen speech ep.5'

Budget
This music video got 16,034,544 views on youtube therefore that earned $32,069,088.

Audience / Image & Attention 
This video represents her image because the camera is only on her, she doesn't have anyone else in her music videos  but she makes the music video interesting because she has different effects in the video such as images of the words she is saying in the video and sometimes words pop up in the video. This also show that she is a 'Queen' because most of her songs is a pattern which is either 'Queen Speech ep.1' up to 'Queen Speech ep.5' and also at the end of each video she wears a crown to represent she is a queen. However she's not trying to show herself as anything else but a normal artist because it is very self centred. This is an indie artist because all her locations are in local areas and there is no one apart from herself in the video because there is not enough money to hire a experienced producer or dance choreographers, also all of her videos are hand held cameras. The audience this is aimed at 

An self portrayed artist music videos will be earning less than a major artist or an indie artist music video would. An example of an indie artist would be Summerella 'Pull up', the 1 min music video got 130,278 views on youtube but the ull song with just lyrics gt 737,688 views on youtube, which means it earned $1,475.376, however because she is a self portrayed artist all of that profit is hers.

Task 1B - Prep Work: Case study Indie artist (Arctic Monkeys)

Case study: Indie Artist

Arctic Monkeys:
Brief background:
The Arctic Monkeys is an English rock band and they was formed in 2002 in Sheffield. The members in the band are Alex Turner (Lead singer/ Lead guitarist), Matt Helders (plays the drums and vocalist), Jamie Cook (lead and rhythm guitar) and Nick O'Malley (backing vocals and bass guitar). There was a fifth member in the band named Andy Nicholson, who was a bass guitar and backing vocals but he left the band in 2006.

Their image:
Do i wanna know? - 2013
This music video is not a normal music video because it challenges conventions because of the fact the band isn't in the video, you can't see them lip-syncing, all you can see is he music lines moving to the beat of the song and the lyrics, this is called rhythmic editing. However those lines form narrative because they become images of women in shorts and low cut tops which sexualises women.The music video is abstract because it's very unusual and challenges conventions.


 The Arctic Monkeys have released five studio albums called 'Whatever people say i am', 'That's what i'm not' which was made in 2006. 'Favorite worst nightmare' which was made in 2007 'Hamburg' was made in 2009, 'Suck it and see' was made in 2011 and 'AM' was made in 2013.The track 'Arabella' has little section of narrative at the beginning showing a woman in her lingerie, which sexualises women for men. In this music video there is lip-syncing and it shows the band playing their instruments in the video. The video is abstract because in some parts their would be fast pace editing then it will slow down and the become still at a certain beat, which is rhythmic editing. Also uses montage because there is jump cuts within the video. Also unusual because this track was made in 2014 where most music video have colour but the whole music video is in black and white.

In conclusion i believe the band grew more as the years went along because more people started to know them and listen to them more. Also i don't think they have changed their image because of the fact with all their music videos they have kept to the same theme, for an example nearly all of their music videos are black and white, which is unusual in the modern era times, they sexualise women a lot exactly like they was doing in music video in the 1930's and they hardly have a music video for each one of their songs.

Task 1B - Prep Work: Case study Major artist (Beyonce)

Case Study: Major Artist

Beyonce: 

Brief background: 

Beyonce Knowles was born on September 4th in 1981 in Houston. Beyonce also known as 'Queen B' is a singer, actress, writer and performer. Beyonce started singing when she was very young. Beyonce started her career in 1997 and that is when she formed a group called 'Destiny Child' with Kelly Rowland, Nina Taylor, Nikki Taylor and Latavia Roberson. Before Beyonce's father, 'Mathew Knowles', created this group Beyonce would compete in different events and win them because of her talented abilities of dancing and singing.

Her image:
'No, no, no' - 1998
In this music video, which was Destiny Child's first single, has a narrative at the beginning of the song introducing Destiny Child to the stage to sing 'No, no, no'. This music video also has choreography, and also they're close up on the girls then there will be a close up of the men around watching them, this is called sexualising women and this has been going from the early times when music videos started. The setting in is in a club with people dancing around them and people watching them. The body language reflects the lyrics to the song. The meaning of the song is that they know the guys want them but they will be saying no but they are really saying yes, and the reason why the body language resembles this is because the men are constantly staring at the women and in different shots the men are really close to the women. This reflected on their image because the looked innocent and sexy and to prove that a lot of men want them.
This type of style of music would relate to a young adults 18+ and an audience thhat likes to listen to slow R&B.

In 2006 the group Destiny Child broke up and Beyonce became a solo artist. However made her first track as a solo artist before the group split up. The track was called 'Dangerously in love' and this was made in 2006. Her other two major solo hits were 'Crazy in love' and 'Baby boy' and with these songs Beyonce won 5 Grammy awards. Beyonce did become depressed after the group broke up because of how they broke up and this lasted for 2 years. Throughout Beyonce's life she has been doing interesting things, such as she performed for the Obama's family on 6th February in 2009. She met her husband, Jay Z who she is now happily married too with a daughter named Blue Ivy. She released a document called 'Life is but a dream', in this documentary it reveals her personal life and what she went through giving birth.

In the music video 'Crazy in love' portrays Beyonce from being to a good, kinky girl to a bad fierce girl. In the middle of the music video she is trapped in a car that she sets on fire and walks into the scene a different person because of the fact she was wearing more innocent clothing and colours such as white which represents innocence therefore she was an innocent girl, but after she sets the car on fire she comes out a more bad fierce women and now she calls herself 'Sasha Fierce'. She transformed from young teenager to a grown woman. This music video also sexualises women because of how they are dressed and portrayed and this will attract male audiences. This music video has the conventions of lip-syncing, choreography and montage.


People started to say that Beyonce, Sasha Fierce is a demon possession. Beyonce quoted saying 'When i see video of myself on stage or TV i'm like "who is that girl". That's not me, i wouldn't dare to do that' here she is saying that she is not Sasha fierce of stage but when on stage she is. She also said 'I created my stage persona to protect myself, so that when i go home, i don't have to think about what it is i do. Sasha isn't me' here she is saying that Sasha Fierce is her shield and protects her from what she does. The song 'Diva' which was made in 2008 portrays Sasha Fierce. It has narrative at the beginning of her smoking and walking then the track starts with her lip-syncing and there is also choreography. The song is show that she is a Diva and shes explaining how far she has gone get where she is now.

Beyonce's recent album called 'Lemonade' 2016, this album portrays on how her husband Jay Z cheated on her. This album sold so quickly because it related to so many women around the world. It had over 500,000 sales. This re[resents the affair because in the track 'sorry' she says 'looking at my watch he should have been home, today i regret that night i put that ring on, he always got the fucking excuses', This relates to her other album named 'Beyonce' when rumors went around that Jay Z cheated on Beyonce and this was when Beyonce's sister 'Solange Knowles' attacked Jay Z in the elevator and 2 years later she makes another album representing the same thing. In this music video there is a narrative at the beginning as like she is talking to Jay Z because she say 'So now what you going today now that you've killed me' this is a metaphor for trying to say he's hurt her so badly it's like he has killed her. This video is different because it has been made in an modern era but the whole music video is black and white like old music videos e.g.Nat King Cole - Firm fram sauce.


In conclusion it is very clear that Beyonce has gone through drastic image change from being a good innocent kinky girl, to being Sasha Fierce woman. The reason why she has done this is to keep up with her audience's and her fans because of the fact the modern era focuses more on visual image rather than the soundtrack. When she went through her image stage in 2008 people started to see her has more sexy, more fierce and more like a diva. This is an example of women being sexualised and portrayed in a provocative way for the men's appeal therefore this relates to the modern trait. Furthermore Beyonce's image changes reflected on what was actually going on in her personal life as well as to please the audience.

Reference 
https://www.youtube.com/watch?v=OHnOKUTwinE

http://www.musicbusinessworldwide.com/beyonce-making-fewer-album-sales-count-single-handedly-saving-jay-z/

http://www.biography.com/people/beyonce-knowles-39230#early-life

2000's Music Video - The history of music videos

In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.

A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.

However in 1945 there was track made by Nat King Cole called ‘From the sauce’, which was in black and white because of the time and era it was in. In this music video it shows the artist, it also shows the people that are playing the instrument for the soundtrack. It has lip-syncing which is a music video convention, narrative, costume, setting and hypo reality because he is watching himself on a scopitone lip-syncing the same song he was singing at the time. This is called intertextuality because it was a music video within a music video. Also it was sexualising girls because there was close up on girls legs to provoke males. A music video is a short film or video that accompanies a complete piece of music and most commonly a song.

Summer Music video