Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Sunday, 3 July 2011

A2 Media: the story so far (2 weeks in) [what you can blog on]

Having a quick look through your blogs (with a small handful STILL to set up/email URL), perhaps it might help to flag up some of the aspects we've touched upon so far - you could be blogging on some or all of these. You can also access the huge 2010-11 A2 coursework guide; as ever I'll revise this - not least by adding in specific deadline dates - before photocopying and handing out in Sept, but the orig version is already fairly comprehensive and will enable to you to start looking and planning ahead.

12A have had 4 'red day' lessons so far and 12D 3; both classes have had 4 'green day' lessons so far. The red day lessons were a general intro to the A2 and initial look at Cs+Cs (as I'll refer to Codes+Conventions as), using vids from students at Latymer; 3 differing Albanian vids + of course the Buggles. 12D's lesson on Monday 4th July is one 12A have already had: looking at examples of the 2011 IGS students' vids and blogs, with a practice pitch and opportunity to discuss the task/any early ideas. The quiz took in a wide variety of topics - and was not intended merely as fun! It introduced a number of topics: censorship, classic egs (that you're unlikely to have seen: just as with film openings, the more examples you critically view and annotate the better!), CS+Cs, technical innovations (fisheye), vid auteurs, Goodwin, changing budgets + industry (influence of digitisation).
The 'green day' lessons were centred on setting up a mini-vid production: brainstorming (individually, then as a group) vid ideas for 3 contrasting tracks (1 rock from various eras/sub-genres; 1 80s; 1 dance). The generally lyric-free dance tracks certainly drew out Goodwin's 3rd type: the concept vid. Once agreed, the practicalities had to be scrutinised as part of a time-limited planning process, before shooting with HD cams and then editing with Final Cut. Many of you have already had an intro to this powerful, increasingly industry-standard software with JC.

We don't expect you to be expert on any topic introduced so far.
We do expect you to start reflecting your initial learning, thoughts and ideas on the blog though.
Remember, the central concept of a blog is a virtually real-time record of thinking and progress on a topic or production. You are assessed on your time management - this forms part of that assessment!
So, you will return to most of the topics I'll suggest below, but the more you blog now the more you'll retain, and the process of blogging itself (eg adding example vids and links) will help you quickly get up to speed in September.
The suggested topics to consider then:
  1. THE TASK - can you show your clear grasp of the A2 brief? [use this blog...]
  2. ALBANIAN POP! - the point of this is really to demonstrate Cs+Cs, but also to bring in concepts such as globalisation + cultural imperialism; Stuart Hall's levels of reading; intertextuality + postmodernism
  3. COMMON CONVENTIONS - initial list of Cs+Cs including examples (you'll find these include contradictions: this is a very diverse format)
  4. GOODWIN'S 3 TYPES - what 3 fundamental forms (often overlapped in a single vid) does Goodwin argue the vid takes (aim to provide an eg for each)
  5. IMPACT OF DIGITISATION - could look at budgets, distribution, rise of fan-made vids...
  6. HD CAMS + FINAL CUT - what difference will these make to your work?
  7. CENSORSHIP - another topic partially tied into digitisation
  8. REPRESENTATIONS - any early thoughts, eg on treatment of gender - perhaps a feminist p.o.v.?
  9. MUSIC VID AUTEURS - Spike Jonze, Anton Corbijn... (use the DVDs held in Lib for you!)
  10. MY FAVE VID - with detail on why. Must ensure you put the music to one side. Could also consider an eg you consider abysmal, and explain why.
  11. MINI-VID: TASK, TRAX + PLAN - obviously there's a lot to potentially blog on this. Do consider how your ideas were influenced by lyric sheet/genre, and draw upon Goodwin!
  12. SAMPLE VID/s1 - never too early to start considering examples, from whatever era/genre, and unpicking potentially important conventions you've spotted
  13. INITIAL IDEA/S - jot down any early ideas, adding more detail as you discuss with me/your peers
  14. [article you read/resources] - perhaps you've been reading Friday's Film + Music Guardian, or Monday's Media Guardian and have spotted some useful articles? Make a note of it now!

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