Research: Media institutions

Media institutions:

Media institutions are large companies who aim to aid and fund the production of music videos for the artist/band. Media institutions also fulfil the entertainment purpose of a music video. Most, if not all popular artists/bands are signed by a media institution which as stated supports and funds them. Moreover, being signed with a successful media institution could enhance the artist/bands success. Music institutions itself can appeal to different artists/bands depending on their popularity and or genre

There are four leading institutions within the music industry:

1. EMI
2. Sony Music Entertainment
3. Universal Music Group
4. Warner Music Group

 EMI was a British multinational music recording and publishing company, and sometime electronics device and equipment manufacturing company, head quartered in London, United Kingdom. One of the world’s leading music companies, it is also known as an international institution. At the time of its break-up in 2012 it was the fourth-largest business group and family of record in the recording industry and was one of the big four record companies. Record labels include Angel, Blue note and Capitol. Furthermore, music from the indie/hip hop genre is known for working with EMI.

Artists/bands that have been with EMI Music:

• Beatles
• Snoop Dogg
• Tinie tempah
• Lloyd Banks
• Coldplay
• Daft Punk
• Mc Fly
• Kylie Monogue

Sony Music entertainment: Sony music entertainment is known for working with international superstars. They offer hip hop  country, classical, gospel, pop rock which implies that they offer a wide range of variety in the genres that they work with. Their record labels include, Artista Records, Columbia records and RCA records.

Artists/bands that have been with Sony Music Entertainment:

Beyonce

One Direction

Pitbull

Avrile Lavigne

Chris Brown

Alicia Keys

Miley Cyrus

Usher

Universal Music Group: World’s largest music content company. The recorded music business discovers and develops recording artists and then markets, then promotes their music (synergy) Therefore Universal Music Group work with modern days most popular and known artists. Universal's work is evident in the world and has many international successes which music videos which makes it a more prestigious and important company than the others.

Artists/bands that have been with Universal Music Group:

Akon

Busta Rhymes

Mariah Carey

Justin Beiber

Niki Minaj

Cheryl Cole

Rihanna

Warner Music Group: Warner is not as popular, however it still holds the status as being a international institution. Record labels include Asylum, Atlantic, Cordless, East west and Warner Bro’s. They have  long-term creative and financial success.

Artists/bands that have been with Warner Music Group:

T.I

B.O.B

Bruno Mars

Flo Rida

Wiz Khalifa

Wiley

Skrillex

Jason Derulo

Conclusion: 

This in depth research into media institutions has made me  aware of the world’s largest and successful media institutions and their role in the music industry.  I also now know that some institutions are not as large as others and that some specialise and only work with specific music genres. Moreover, this research would enable me to be aware of the music institution that would suit my genre of music, and my music video.

Research: Goodwins theory of music videos

Goodwins theory of music video's

Andrew Goodwin is a theorist that applied his own understanding to the world of analysing music videos, he came up with 8 very simple however generic ideas about what music videos within mainstream or popular culture consist of. He is regarded as an important theorist in the music industry and is also well known amongst people involved with music.

Goodwins theory that is based on 8 main principles:

• Genre Characteristics
• Relationship between lyrics and visuals
• Relationship between music and visuals
• Star image motifs
• Notion of looking
• Intertextual references
• Performance, Narrative or Concept based
• Technical elements

Genre Characteristics:

Music videos often reflect their genre through the use of specific characteristics which makes them conventional. So whatever the genre of the music video is, the specific characteristics which are conventional to the genre make us identify the genre by watching the music video. This applies to all genres.

Examples of genre's that carry the genre characteristics:
Hip hop - Fancy cars, big houses and portraying women in a sexual nature.
Classical - Smart dress, emphasis on high pitch lyrics. 
Rap - Crime, fighting, drugs
R&B - Love and relationships.

Relationship between lyrics and visuals:

A connection is shown through the visuals relating to the lyrics. Either being illustrative; explaining the lyrics visually, and lastly contradicting; being the opposite visual to the lyrics heard.

In the music video we see Lloyd Banks holding dollar notes in his hand between 10-15 seconds and the lyrics are ‘ Im so fly, I got money so that’s a good enough reason to buy the things I buy’

The use of amplifying images could be used in order to make the images larger and more powerful which would make the visuals seem more dominant over the lyrics.

Relationship between music and visuals:

Visuals show a connection to the actual music that is being heard. These are either illustrative, amplifying or contradicting. If the music is upbeat, so would the visuals. If the music is monotone, usually so are the visuals.

In this music video by Jay z - 99 problems, when the beat of the music gets faster and louder the dancers in the video start their dance routine.

Star image motifs:

The music video includes many close-up shots of the artist, demanded by the record labels to make them popular and identifiable.

Lady Gaga, throughout her career she has built up a crazy reoccurring image. Her music videos need to emphasise, support and reflect her strange, unique style, personality and music. Same star image motif portrayed in all her music videos to represent her style and personality. Moreover, due to her status in her past music videos her new music videos need to live up to that standard.

Notion of looking:

Particularly voyeuristic treatment of the female body – women that are seen as a sexual object. There are a huge amount of music videos that could fit into this section nowadays. For example We found love by Rihanna.

However, some genres do not emphasis the ' Notion of Looking ' Less 'mainstream' genres such as Jazz of Classical do not emphasis on this as it does not fit into the genre characteristics of the genre.

Intertextual references:

In many music videos you will find there are often links to other films, TV programmes of other music videos etc, this is called intertextual references.

 This music video conveys intertextual reference to Marilyn Monroe: By all three of the artists dressed up in a white dress with a curly, blonde, short and classy win, red lips and also her beauty spot

Intertextual references can aid to promoting a video as people can relate to the music video in more than one way. A popular intertextual reference such as referring to Marilyn Monroe would attract a wider audience and interest into the music video would increase.

Performance, Narrative or Concept – based?

Performance based means the focus is solidly on the artist/band.

 In this example by Bloc party - two more years we can see that the focus is on the band, this can be done because the band using a variety of musical instruments and it could be more conventional for their music video to be concentrated on them.

Narrative based  means that it has a story attached related to the lyrics of the song. 

Example by Artic Monkeys shows elements that would fit into this section e.g ‘ so that she had a to roam the streets’ as we can see in the video she looks homeless, scruffy, roaming the streets.

Concept based is usually a single concept – obscure/surreal for the audience, more than likely including special effects

The Prodigy – warriors dance video shows no relationship with the lyrics of music therefore is random, different and concept-based.

Technical elements:

Technical elements also play a vital role in music videos. Some of the examples include:

Multiple close ups of the artist being used. This is done to create a sense of familiarity between the artist and the audience. Multiple close ups also signal to the audience the importance of the artist.

Cuts between shots normally follow the rhythm of the song. This gives an element of fluency in the music video.

Lighting reflects the mood of the genre. The audience could relate to the music video even more if relevant lighting was used.

Conclusion:

Goodwin's theory enabled me to be knowledgeable about the 8 main generic ideas about what music videos consist of. Goodwin's theory is significant because it is most likely to be the theory that my own music video would consist of. Therefore, being familiar with his theories would give me an advantage as I would know what do include in my own music video

Research: The purpose of a music video

The purpose of a music video

A music video is a form of videotaped performance of a recorded song, usually accompanied by dancing and visual images interpreting the lyrics. A music video is there for the audience and gives the artist a way of portraying the music through visuals.

The purpose of a music video:

• A classic purpose of any music video would be to entertain the audience. By having a music video, the artist offers a extra feel to the song by adding visuals and therefore entertaining the audience.

This is a music video by Rudimental – the incredible visuals and action throughout the video enhances the entertainment purpose of the song and also the lyrics are being mirrored through the video. The music video also related perfectly to the flow of the song as there is more action in the video the beat of the song starts to build up.

• A music video would also be a marketing tool to promote the artist or song in order to gain popularity. The reasons behind a music video could be that there could be high demand for the making  of a music video following the song being released beforehand.
•  A music video also feeds the star image of an artist. For example the music video for ‘we can’t stop’ implies the change of Miley Cyrus and shows the complete shift by Miley Cyrus in her personality and music.

• Attracting a particular target audience is another purpose of a music video. Every music video aims to attract their own target audience weather it would be pop, rock, rap r&b or any other genre.

Conventions & elements of a music video:

A music video contains a number of different elements:

•  Performance based music videos.  This is when the artist or group performing in the music video.
•  narrative based music video. This is when some form of story is being portrayed to the audience
• Thematic music video. This is where the artist priorities the music and song over the lyrics.
• Symbolic music video. This is where a particular music video is based around a conspiracy theory or religion.
• Visually stylish. ‘ Artistic’ and the use of Mise en scene
• Rhythmic
• Experimental, yet there is conventional use of camera/editing
• Fast paced
• Lighting

Synergy:

A synergy is where two or more products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. A music video may be made to increase publicity for a film. An example could be the music video ‘ You know my name ‘ the official video for the James Bond film ‘Casino Royale’ starring and sung by Chris Cornell

This is most notable done in form of a film and music video as shown in the example. This would boost the artists single and the artists image itself as it would work as a promotional tool for the artist.

Audience impact:

The main reason behind the release of a music video is to appeal to a target audience. The demand for music videos leads to a different number of media institutions such as TV, radio, magazines etc to view these music videos open to the audience. An example being the show ‘ UK top 40’ on the MTV music channel. The audience’s reaction to a music video can vary. Some music videos can be conveyed as being controversial. An example being the music video for ‘Wrecking ball’ by Miley Cyrus in which she was completely naked in. This music video got a lot of negative reviews from the viewers of the music video.  Moreover, the younger fans of Miley Cyrus are let down by her behaviour as they know her from the Disney Channel as how this video conveyed the extent of how much she has changed since then. A source from Mirror.co.uk criticised the music video and compares it to pornography

Even if a music video receives negative criticism it can still help promote the single. This is because negative feedback arouses controversy and therefore makes it a area of debate for the single and the artist. This can work for the artist as this is what the artist can seek for when releasing the single.

Technological advancements:

Technological advancements may be working against the popularity of music videos.

•  It could be argued that the public are more interested in listening to the music rather than watching the video. So therefore the public download the music on their IPod's  smartphones, MP3’s or any other device and listen to it rather than watch the video.  
• The advancement of illegal downloading techniques also works against music videos.  Illegal downloading takes away the nature and aim of the music videos as people are more interested in illegally getting hold of music.
• The downloading of music in order to listen on portable devices is also an issue. People download songs so they can listen to it on their headphones or their earphones which eliminates the video.
• Television and the increase of music channels could also be a threat to the industry. Major organisations such as Sky TV’s ‘music’ package, as music packages such as this is expensive, the people may not be able to afford them which therefore they would be limited in watching the latest music videos.

Other purposes of a music video:
There are varying other purposes of a music video Music videos could work as a form of portraying ideals and viewpoints such as the artists's lifestyle, political views and ideologies. 

An example of this would be George Michael's ' shoot the dog ' video. This is where George Michael clearly conveys his political views on the Iraq War as he clearly disagrees with decisions taken on by George W Bush and Tony Blair. This caused a lot of controversy as exposing strong political views in music videos for everyone to see increases the chances of people opposing your ideas.

Conclusion:

This in-depth research into the purpose of a music video significantly enhanced my knowledge in understanding music videos and the music video industry. Moreover, this research also would be beneficial to me as I would build on this base knowledge which would ensure that I would finally be ready for the making of my music video