Deadlines/Brief

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

Tuesday, 12 April 2016

Books on music video

Be aware that there is an extensive links list (pictured below) for books on music video. See more on books for all elements of A2 Media here.

Especially useful:

Keith Negus' Popular Music in Theory: incredibly useful for both coursework and exam, this gives you a summary of media theories applied to music. Great for the Evaluation, but also blogging about audience; brilliant for both Q1 and Q1b of the exam. It is quite old, but still useful.

Not particularly academic but very useful for the history of music vids, + refs/analysis to/of many vids and directors you won't have heard of (but which could give you ideas), is Austerlitz' Money For Nothing: A History of the Music Video From The Beatles to The White Stripes. You can of course try a general music video (book) search, and you'll come up the likes of this. Austerlitz provides a history of the music video and how it developed over time, and mentions (details) lots of examples you won't have come across - but which might help for ideas. Such examples may also end up being used in your exam too.



Use the look inside feature for a preview

Anita Elberse's Blockbusters looks at how digitisation has changed the media industries (including chapters on the music industry) ... whilst also reinforcing the dominance of the major conglomerates, those with the largest distribution and marketing networks and capacity, and financing for large production budgets.

Case studies of Lady Gaga and Jay-Z show how modern marketing reflects digitised convergence, with Starbucks and Microsoft's search engine Bing playing major roles in the campaigns covered, as well as further tie-ins with tech and other brands.

See this post.

Andrew Keen is another useful writer; he critiques web 2.0 - very useful for your exam. You can get some of his work very cheaply on Kindle.

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