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

Wednesday, 21 November 2012

Misc Post guidelines (use with checklist)

These are arranged in the order they come in on the coursework checklist. Most of these are fairly self-evident, but this should ensure you can always quickly figure out what you should be blogging on

MY CONSUMPTION OF MUSIC VIDS: How do you access music vids (what media techologies do you use)? Has this changed much over the years (do you view more or fewer now than you did, say, 5 years ago?)? Do you download vids, watch on YT, MTV/VH1 etc, specialist chart shows ... Do you view on desktop/laptops, smartphones, tablets; when out and about; with friends or other social settings; do you share vids you like on FB and suchlike? Are you a heavy or light conumer of m.vids? Would you say at the outset of your A2 cwk you are knowledgeable about m.vids?

APPLYING ASSESSMENT CRITERIA TO 2011 VID; APPLYING ASSESSMENT CRITERIA TO 2011 VID: Quote from the assessment criteria (ideally, copy in each one) and discuss what mark you'd give and why (the important bit! needs specific details). An opportunity to embed knowledge of the assessment criteria + a chance to pick up tips on things to do or avoid.

OUR PRODUCTION CO: Whats the name (why?! what are the semiotics?). What's the logo? What sort of work do you think you'd realistically attract, or focus your marketing on (niche genres or all comers?)? Have you researched any existing music vid (etc) producers to get an idea of rates they charge, how they market themselves and their services?

[ARTIST] HISTORY + AUD (and other [ARTIST]-centred posts): You need to show you've thoroughly researched and understood the artist whose material you're using ... and whose image (brand, if you like) you can benefit or damage by your production decisions and outcomes. Knowing who the audience is/was is obviously key, but so researching + being able to reference EXISTING VIDS by the artist, their profile in 201x (ie now), their ONLINE/CULTURAL FOOTPRINT (looking at fanclubs, forums, official sites, FB presence, google results/rankings. YT channel, vid viewings, etc; recent appearances on ads, TV - espec shows like X Factor - mags [think carefully about aud of the mags, can be v, v useful for evidencing primary or secondary aud appeal of the artist - the Girls Aloud eg from 2012 is a great example of this working, with GA appearing in Q and suchlike as well as girls and gossip mags]

[TRACK] LYRICS + BACKSTORY; TIMED LYRIC SHEET; RECORD LABEL; ORIG VID; 2ND LIFE: CYBERSPACE IMPACT: Just as you need to be secure in your knowledge + understanding of the artist so you need to be well aware of what the track is about - regardless of your idea + whether its narrative-based or not. Obviously right from the start you need to break down the track with timings, so when you're discussing how to map footage you're considering onto the track you can do so in an informed and meaningful fashion. You should frequently write notes over copies of this timed sheet and scan in or photograph then upload to blog. The '2nd life' refers to cover versions and other cultural artefacts its inspired online or offline (from Simpsons skits to YT vids - be comprehensive on YT vids). You could explore the term meme here, which I've blogged on with reference to Lady Gaga and Bad Romance before. You are required to evidence having contacted the rights holder with a request to use the track, so you need to identify the record label - as you're probably releasing a compilation album, that might be multiple record labels for the digipak details. Some artists have bought back the rights to their back catalogue, or moved to smaller, Indie labels. How is your track distinct from the original vid; are there any links?

A BRIEF HISTORY OF M.VID: The book Money For Nothing is great for this, and the Wiki is prettty good in this case too. You don't need an essay, just a flavour of key dates and changes, videos over time, especially how technology has changed.

RELATIONSHIP OF [ARTIST] TO GENRE: Is your artist an archetype (early, influential example) of the genre; someone who has copied others, or someone who is a bit of a maverick? Discuss their place within your genre, their level of commercial success, hits/radio play (or lack of), tracks/albums that had major impact etc. Can you find relevant quotes by other genre acts?

CURRENT STATUS OF MUSIC VIDS: This could go in much earlier: are vids still relevant in a mobile, digital world (even MTV shows few vids)? Are they now actually more relevant? Discuss here whether vids continue to have cultural impact and commercial clout (I'd say they do on both counts: we've all heard of Gangnam Style after all).

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