Media music videos

What is the purpose of a music video?

A music video id a short film or video that accompanies a complete piece kr music, most commonly a song. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of muskc videos gl back much further, they came into their own in the 1980s when MTVs format was baed around them

How do music videos help the artist establish an audience?

Music videos are an essential part of a stars image and marketing campaign They reflect on the artist in the publics eyes and have an effect on sales A music video should reflect the artists style, feel and genre There are hundreds of different genres and styles of music video ranging from performance and dance to story telling and intertextuality They reflect on the artist in the publics eyes and have an effect on sales A music video should reflect the artists style, feel and genre There are hundreds of different genres and styles of music video ranging from performance and dance to story telling and intertextuality.

History of music videos 1980s

In 1981 the us video channel (MTV) launched, beginning an era of 24 hr a day music tv. The first video broadcast was video killed the radio star. With this new outlet for material, the music video would, by the midIn the early to mid 1980s, artists started to use more sophisticated effects in their videos, an added a storyline or plot to the music video.

History of music videos 1980s continued

1986 became a landmark year for music videos thanks to Peter Gabriel's smash hit sledgehammer. The music video broke new ground in the use if special effects and sophisticated animation techniques. It was animated by British studios Aardman Animation. Sledgehammer won 9 MTV video music awards, to this day, considered one if the most important and influential music videos ever created .

What was micheal Jackson's influence on music videos

Micheal Jackson was the first artist to create the concept of the short film. A short film is a music video that has a beginning middle and end. He did this in a small way with billie Jean, then in a west side story way with Bob Giraldis beat it, but it wasn't until the 1984 release of the thriller short film that he took the music video format to another level. Thriller was a 14 minute long music video with a clear beginning middle and ending.

What are the characteristics of a music video

Music videos demonstrate genre characteristics (like stage performance in a metal video or a dance routine for boy/girl groups) There is a relationship between lyrics and visuals (either illustrative, amplify, contradicting) A relationship between the music and visuals Demands of the record label will include lots of close ups of the artist and the artist may develop motifs which recur across their work. There is frequently references to the notion of looking and particularly voyeuristic treatment of the female body Often intertextual referenced

What are the 3 types of music video.

Performances based

Narrative based

Concept based

What happens in a narrative based music video?

Equilibrium/ disequilibrium, causality, character arc, close ups, symbolic, culture and action codes, continuity editing, setting, non-linear story

An example of this would be 'the scientist' by Coldplay as its a narrative based style incorporating performance, chris Martin learnt to sing the lyrics backwards, there's a sting in the tale as we see the victim take her seatbelt off to put on her jacket. The video won 3 awards the the 2003 MTV music awards

What happens in a concept based music video?

A non-linear storyline, setting, polysemic signs, abstract, montage, simulacra, cultural codes, intertextuality, animation and dance

And example of this is sias elastic heart video.

The actors interpret the lyrics through aggressive dance moves. Sia explained they represented two warring sides to her identity.

What happens in a performance based music video

Musicians, musical instruments, venue audiences, close ups symbolic, action and cultural codes, continuity editing, intertextuality, animation and dance

An example of this would be the firework music video by Katie Perry. It's a performance based video with elements of narrative. Offers glimpses into the disequilibrium of different peoples lives and the strength from the fire works allow them to find a new equilibrium.

Early life

Keys was born into an area of new york called hells kitchen, a dangerous place notorious for gangs controlling the area. Keys started performing from the age of 4 and at 16 has graduated from a prestigious performing arts school. Hells Kitchen and her experiences there have influenced her music

Product context

Underdog was taken from Alicia keys 2020 album, it was written by keys and had other influences from the likes of Ed Sheeran. Speaking about the track keys says 'some people may see underdog as a negative term, but I see it as a powerful word representing people who may be underestimated and yet still rise to a challenge and exceed expectations' The underdog music video was directed by Wendy Morgan, a Canadian film director who's aim for the music video was to 'create a space grounded in reality, a joyful natural world for the video to live in

What type of music video is underdog

Underdog is a narrative/performance based video with the artist interpreting the lyrics through narrative and also Keys performing straight to the camera, involving the audience in the story. Some of the characters then join keys in performing all together in a celebratory manner

What are the visual codes through clothing?

The clothing helps represent cultural codes, this is done through the clothing styles and colours, highlighting the inclusivity and diversity of the community. For example the young women wearing hijabs and the street dancer wearing bright colours and a headless all carry cultural codes. Keys wears understated clothing signifying the genre but doesn't drag attention to herself

What does the setting and iconography create?

The music video is filmed in real locations to create a sense of realism and actuality. The desaturated, earthy colour pallet reinforces the sense that real life is happening, juxtaposed by the bright, vibrant colours of the larger than life street dancer

What do the expressions and gestures create?

The only audio is the music video. Instead of dialogue the individual stories are constructed through expressions and gestures. For example the exchange between the young mother and street seller is inaudible, but the meaning is conveyed through the lyrics, gestures and expressions. The upbeat atmosphere of the music video is reinforced by waving, smiling, and clapping which are recognisable signifiers of positivity.

What do the technical codes create?

The use of close up shots of the characters in the music video and their positive expressions create an upbeat feeling. The low angle shots looking up at the sky through hands is repeated and is a visual representation of the lyrics 'rise up' connoting aspirations. Establishing shots anchor the narrative repressing real life situations. Tracking shots follow the characters in their everyday life involving the audience. The use of slow motion is a reminder that this is a stylised construction. The editing cuts between individual stories and the artist.

What are key points of the narrative?

The narrative is linear, featuring disruptions and a resolution reflecting the dominant message of triumph over adversity. It focuses on a central premise that those are underestimated in life can defy odds and rise up redefining the word underdog. The narrative shows chance meetings creating an impact for the day and draws attention to the different groups in society that are often overlooked. Different narrative strands are woven with the performance of the artist who acts as the story teller. The images are highly illustrated and often feature a literal interpretation of the lyrics. This adds to the sense that a vivid story is being told with a clear message.

How does Barthes semiotic code link to underdog?

Many of the images illustrate the lyrics but connote deeper layers of meaning in relation to the more abstract notion of working to achieve success and rise up. The idea of myth relates to the use of iconography including clothing, which, overtime, has become a symbol odd social status. Here, commonly held assumptions are challenged by Keys to create a positive representation of young people.

How does Levi

strauss theory of structuralism relate to underdog. In underdog there's codes and conventions of the narrative/performance form, cutting between the constructed narrative and the performance of the artist. Music videos have a set time to construct the meaning and use of conventions including clothing and iconography to rapidly convey messages. The resolution of opposites can have ideological significance particularly in music videos that encode social messages.

Hall's Theory of Representation

The music video deliberatly avoids stereotypical representations and presenting margunalised groups as others, leading to a more positive representation.

Van Zoonen feminist theory

Keys has created a political music video which positions the audience to engage with the discourse around representation, of gender, ethnicity and identity. Her agenda is clearly centred around her own concerns and experiences, stemming from her multicultural background. Therefore, the representations address her awareness of these issues

bell hooks theory applied to underdog

bell hooks theory is about how depending on your gender and ethnicity is how much you can be discriminated against.

Gilroys theory on ethnicity and post colonial ideologies

The narrative is embedded with positive messages and values and depicts a successful music artist who has overcome adversity and subverting negative stereotypes of ethnicity. Race and ethnicity are constructed in the music video to challenge the underrepresentation and misrepresentation of minority ethnic groups which may stem from colonial views. Keys uses this music video to reinforce similarities rather than cultural differences in the creation of a common purpose to be successful and defy the odds. The representations of ethnic groups as victims and the notion of 'otherness' is avoided and replaced with more positive representations.

How does underdog create a version of reality?

Underdog constructs a version of reality using real locations and believable characters. The paradigmatic choices (a typical example of something) of visual and technical codes work together to convey a point of view of the world.

Who does keys help show representation too?

Keys refuses to accept that certain social groups who are misrepresented and underrepresented due to their ethnicity, gender and social class should be portrayed as victims. As a result the representations are positive, challenging the audience's perception of the homeless and young single mothers, as well as other struggling societal groups who are in need of support and recognition.

How are the representations positive?

Keys challenges the audiences perception of particular social groups. She includes stereotypical shots of young children fending for themselves in a domestic setting but goes on to subvert this stereotype by representing them as resilient rather than struggling. The shots of the arrival of their mother has a warm colour palette and the audience is invited into their home as they sit together at the end. Similarly the representations of ethnicity are also positive with the inclusion of cultural iconography, and the blending of cultures into a cohesive whole through music and dance. The final shots reinforce the positive representations of race and ethnicity as the group dances and sings together. Positive messages and values are embedded in the representations and the director has created a world that positions the audience to see a different definition of 'underdog'.

How does Levi-strauss binary opposites apply to underdog?

Music videos create meaning through a structure and reportorial of familiar elements.

In underdog there's codes and conventions of the narrative/performance form, cutting between the constructed narrative and the performance of the artist. Music videos have a set time to construct the meaning and use of conventions including clothing and iconography to rapidly convey messages.

The resolution of opposites can have ideological significance particularly in music videos that encode social messages.

How does Stuart Halls representation theory apply to underdog?

Hall proposed that stereotyping is one of the most common forms of representations. Stereotypes are representations that reduce a person or group to a narrow set of traits and characteristics through a process of simplification which makes something easy for an audience to understand p, reducing any sense of complexity.

In reality, this means women, people of colour and the LGBTQ+ community, among many other diverse groups have been represented stereotypically in the mainstream media.

Hall suggested that in-groups effectively prioritise the representations of certain people, groups and ideas at the expense of others (out-groups). A key example would be the prominence of straight white skinned, male hero's in media narratives throughout history- this has resulted in the 'othering' of homosexuals and the BAME community among other groups.Hall proposed that stereotyping is one of the most common forms of representations. Stereotypes are representations that reduce a person or group to a narrow set of traits and characteristics through a process of simplification which makes something easy for an audience to understand p, reducing any sense of complexity.

In reality, this means women, people of colour and the LGBTQ+ community, among many other diverse groups have been represented stereotypically in the mainstream media.

Hall suggested that in-groups effectively prioritise the representations of certain people, groups and ideas at the expense of others (out-groups). A key example would be the prominence of straight white skinned, male hero's in media narratives throughout history- this has resulted in the 'othering' of homosexuals and the BAME community among other groups.

what is tokenism?

For decades the media had presented protagonists that all follow a similar mold of the trailhead white character. However for directors to trying to take steps towards diversity they often use 'tokenism' to represent marginalised communities.

How does underdog represent single mothers?

Stereotypical shots of young children fending for themselves in a domestic setting, and the mother using public transport. Subverts the stereotype by representing them as resilient rather than struggling. The shots of the arrival of their have a warm colour palette and the audience is invited into their home as they sit together at the end

How does underdog represent the homeless man?

Vibrant and positive colours, he's selling not begging. Gesture codes which show he's positive and part of a community.

The semantic code of others clapping and dancing encourages the audience to position themselves in the group and to think of him as a positive force

they are literally "looking up" at him

How does underdog represent immigrants?

The taxi driver refugee/immigrant is presented as a hardworking man with a positive outlook on life, smiling and talking with his passengers, part of the community. His love and pride for his daughter (and the lyrics) encourages us to empathise with his situation. Prom girls accepting different cultures, positive facial expressions are happy and proud.

How does underdog represent the "star" (keys)

Despite being the star keys wears understated clothing and blends in with the rest of the characters, alluding to her humble beginnings. Keys is presenting herself as no more important or worthy than anyone else, and that anyone can achieve with the correct positive attitude. Her signature cornrows have cultural significance and showcase her embracing her heritage profoundly.

How does underdog represent ethnicity

The representations of ethnicity are all positive with the inclusion of cultural iconography and blending of cultures into a cohesive whole through music and dance. The final shots reinforce the positive representations of race and ethnicity as the group dances and sings together.

How does underdog challenge the perception of particular social groups?

It creates a version of reality with real locations and believable characters. There is a refusal to accept that certain social groups who are misrepresented and underrepresented should be portrayed as victims. Representations challenge audience perceptions of the homeless, young, single mothers and other struggling societal groups. Positive messages and values are embedded in the representations and the director has created a world that positions the audience to see a different definition of the 'underdog'

What is Gilroys theory?

Post-colonialism

Gilroy believes that we can still see evidence of this period of colonialism in our media products today. He believes that ethnic minorities, particularly those from countries we previously colonised, are represented as weak, powerless, dehumanised and 'other'. They are seen as abnormal, exotic, strange not as good or powerful as white British people.

What does Diaspora mean?

A mass group or population that are involuntarily dispersed or displaced from their homeland.

How does diaspora and gilroys theory link to underdog

Diasporic populations often feel that their cultural identity is disconnected, that they neither belong in the country they live in nor their country of historical origin. Gilroy mentions that black British people have been made to feel like they aren't British or European because they are part of diaspora from either slavery or forced migration. Diasporic groups have created and shared music, art and culture in order to reclaim power and communicate the difficulties of black experiences. Gilroy proposes that there is a shared cultural heritage between British and American black people due to the similar patterns of oppression and institutional racism they have faced. This has resulted in a similar set of cultural traits in music, literature and cinema.

What is bell hooks theory?

Hooks believes that feminism is the constant struggle to end patriarchy. Feminists need to be active in the fight to bring down the patriarchy and to be a feminist you need to be politically active. She believes not all women are discriminated against in the same way

What is the patriarchy?

The theory that society is structured in a way that grants white, heterosexual men complete social, cultural and economic power at the expense of women and minorities. Mass media has long conveyed a dominant ideology that the patriarchy is innate and that women are biologically inferior to men in order those in power. However according to hooks, patriarchal society is more complex than a simple hierarchy in which all men dominate over women. Hooks believes that the patriarchy is also white supremacist and capitalist, and that there are racial and class based hierarchies within it. As such, men are still treated favourably on the whole but white women from affluent backgrounds are afforded more privileges then black men from working class backgrounds.

What is othering?

The experience of black women is traditionally shown as 'other' or different from that of the viewer. Depictions of black women in mass media are sexualised for a white male audience. This is a form of exoticisation, reminiscent of how women of colour were used as sex slaves during the colonist era. Hooks cites rap and hip hop music videos as specific examples of this othering

How does underdog challenge gilroy and hooks theories?

The narrative in underdog is embedded with positive messages and values and depicts a successful black music artist who has overcome adversity. It subverts negative stereotypes of ethnicity. Representations of race and ethnicity are constructed in underdog to challenge the underrepresentation and misrepresentation of minority groups which may stem from colonial attitudes. Keys uses this music video to reinforce similarities rather than cu,thrall differences in the creation of a common purpose to be successful and defy the odds. The representations of ethnic groups as victims and the notion of otherness is avoided and replaced with more positive representations. Keys, as an activist, demonstrates feminism as a political commitment rather than a lifestyle choice in an attempting to challenge the under and misrepresentations of social groups in this music video.

Background information for the text

The track seventeen going under was taken From Fenders second studio album of the same name, released by polydor records. It was written when he was shielding during the COVID The video for seventeen going under was directed by Brock Neal Roberts, with cinematography by Benjamin Wearing. By January 2022, it had received 5.6 million views. The music video also went viral on TikTok after its release with videos under the #samfender receiving more than 258 million views at the time.

What does the clothing represent?

The clothing of the young people in the music video is relatable to the young audience and carries cultural connotations on relation to the dual time from and the music genre. Fender himself wears understated clothing, which signifies the genre but does not draw attention to him as the artist. He establishes himself as part of the group of you people and yet distanced from it: this is displayed in the shot of on the cliff top where he is surrounded by a group of young people yet seems isolated and alone.

What does the settings and iconography connote?

The music video is filmed in real locations in order to create realism, for example urban street scenes, in the car, domestic situations and on the coast. The desaturated, earthy, colour palette reinforces the sense of real life happening. This is juxtaposed with the sunny beach scenes signifying more carefree times and the use of darkness when focussing on the sots of his mother and driving in the car at night, echoing the bleaker lyrics

What do the gestures and expressions connote?

The focus of the track is introspective, this is signified through the code of expression of Fender as the artist. His expression throughout is serious with a direct mode of address, involving the audience in his thoughts and narrative challenging them to listen. An example of this is the lyric: 'Oh god, the kids a dab hand Canny chanter but he looks sad' This use of regional dialect helps establish him and his past as one and not different

What do the audio codes connote?

Although the only audio codes are the narrative, Fenders Geordie accent is clear through his singing.

His incorporation of North

Eastern dialect words into his song lyrics, for example 'bizzies', 'nowt' and 'chanter', reinforces how the themes of his songs are defined by local community and his experiences of living in the north

What does the camera work connote?

The opening of the music video is a slow zoom down a long street lined with terraced houses, typical of north east mining towns, drawing the audience towards the artist in the middle of the street, clearly placed as part of the environment.

What does the editing connote?

The editing cuts between the performance of the artist and naturalistic vignettes which convey the disparate narrative of Fenders youth, romance, friends, conflict, all conveyed through the lyrics 'fist fights on the beach' and through visual signifiers. Montage editing: sequences then convey the chaos of being 17: dancing at a club, walking in the dark, hands clasped in friendship, girls fighting. The cuts become quicker and more frantic, matching the increased pace of the music this is all signifying desperation.

What is the style of music video and what does it connote?

This is a narrative/performance video. The performer plays an integral part by interpreting the lyrics through narrative, singing directly to the camera, involving the audience in the story and scenarios that attempt to relate to the experiences of youth, particularly those living in areas of social deprivation. The involvement of the artist in this style of music video allows them to establish their star persona and, in the case of Fender, to use the music video to form and raise awareness of societal inequalities and issues that are a concern to him.

How does the narrative reach the target audience?

The narrative is non-linear, moving between the past and the present, featuring disruptions and a sort of resolution that reflects Fenders message of learning from the mistakes of the past and understanding the angst of his 17 year old self, which is relatable of his target audience. The narrative shows Fenders viewpoint that you are a product of where you live and your formative years. Fender literally grows larger than his environment and moves above the streets of his youth, transcending the past and ending with a scene of hope. The different narrative strands are dominated by the performance of the artist (story teller) the repetitive lyrics reinforce his youth. Images are highly illustrative often featuring literal interpretations of the lyrics.

What is LeviStrauss' binary opposites theory?

LeviStrauss theorised that binary opposites he'll to create meaning in media texts. They provide conflict which helps further the narrative, and their resolution can have ideological significance.

how does Levi Strauss' theory apply to seventeen going under (examples)

The personal, introspective and successful older fender vs the angry confused 17 year old the resolution of opposites can have ideological significance. The video suggests that past experiences need not define what happens in the future and how this video to raise awareness of social issues.

The addict mother vs the social victim the mum struggling with debt but also the system (DWP) won't help as she's just a number.

Love vs hate 'fist fights on the beach' and 'an embryonic love'

Freedom vs responsibility

Youth vs adulthood.

How does STGU represent the youth

Representations of the youth dominate the video, illustrating issues relating ti young people, particularly in underprivileged areas, including poverty, violence and drugs. Thriugh these representations constructed from his own experiences and song lyrics, Fender effectivly articulates the emotions of young working class mem and women whi may feel trapped by their lives and environment

How is masculinity represented

The toxic masculinity of Fenders last is represented. This is manifested in the bullying and violence of his youth and the idea that boys must be tough, leading to them suppressing their emotions. He uses this song and the construction of representations of gender in the music video to confront his emotions as an outlet of expression

How is North Shields represented

Fenders music is very anchored in his sense of belonging to a particular place and community. His representation of North Shields conveys messages about the people who live there including a stereotypical working class street and social housing block, juxtaposed with evocative shots of the coast

How is the working class represented

His observations of working class life are a significant element of his music. The destructive effects of poverty are illustrated here with references to his mother, her struggles with debt and his own younger feelings of responsibility and powerlessness