Music video introduction
Music videos are designed to entertain the audience, sell the product (the music) and identify the artist. In some cases (specifically for rock/ heavy metal), music videos allow fans to see their favourites bands 'live' without having to leave their house. This can help increase future concert sales, as well as broaden the band's audience. A notable example of this is 30 Seconds to Mars' new music video 'Up In The Air' (http://www.youtube.com/watch?v=y9uSyICrtow), as the band have altered their style of music and video to try and broaden their audience. As well as this, they have used references from previous records for long-term fans to identify with.
Certain music videos have similar characteristics due to the fact that they are within the same genre. For example, it's typical of pop music videos to be voyeuristic. Rihanna's 'Rude Boy', Lady Gaga's 'Born This Way' and Miley Cyrus' 'We Can't Stop' all express voyeurism towards the female body. Folk and Indie music typically uses very scenic landscapes in the videos, as well as acoustic guitars. For instance, 'Gang of Rhythm' by Walk Off The Earth (http://www.youtube.com/watch?v=oHvl6z56zGc) displays both of these. In addition, metal and rock music often integrates the band performing with a storyline to emphasise the meaning of the lyrics and also increase concert sales. Andrew Goodwin believes that are several elements that all music videos use.
These include:
The demonstration of genre characteristics (as discussed above)
A relationship between lyrics and visuals, as well as music and visuals
Lots of close-ups of the artist
Visual motif (visual style/ branding)
Reference to notion of looking (a screen within a screen, e.g. a telescope)
Voyeuristic treatment of female body
Intertextual reference (to TV and film etc.)
I would say that most music videos stick to these 'rules', but there are a few that don't. For example, ‘Love Story’ by Taylor Swift (http://www.youtube.com/watch?v=8xg3vE8Ie_E) doesn’t include any voyeurism as it’s about around love, not sex. However, conventional pop music videos usually include voyeurism as it increases the number of views, giving the artist more promotion.
As Goodwin said, intertextuality (also known as 'raid, reference and integrate') is commonly used within music videos to attract a specific audience. For example, the video 'Let Love Be Your Energy' by Robbie Williams (http://www.youtube.com/watch?v=oiBr33_FCAA) displays a number of video game references (through cartoons), which would typically attract a more male audience.
'The Kill' by 30 Seconds to Mars (http://www.youtube.com/watch?v=8yvGCAvOAfM) is a good example of 'raid, reference and integrate', as it uses the conventions and ideas from the horror film 'The Shining' and makes them into a music video that will appeal to their target audience. Since a lot of people have seen 'The Shining', the music video will attract people who have liked and seen the film, but not necessarily heard their music before. Therefore, this proves that intertextuality is a sound way of expanding an artist's target audience.
Music video analysis
'Rebel Love Song' by Black Veil Brides (http://www.youtube.com/watch?v=Rl-_ZmNCOvo) demonstrates classic genre conventions (rock/alternative), such as live performance integrated with a story and lots of close-ups of the artist. As well as this, it has an intertextual reference to most American love stories in terms of what's deemed to be 'rebel'. For example, as the lead singer sings, "This is a rebel love song", there is a shot showing one of the main characters getting a tattoo. Tattoos tend to be associated with being a rebel, as well as with teenagers and troublemakers. The idea of the video is that two young people are running away together, because their parents don't want them to be together. Again, running away is associated with being a rebel, as it's defying your parent's will.
The lyrics are very simple in terms of symbolism, hence why the video is pretty self explanatory. The video is a head on interpretation of the lyrics, making it easy to understand and appealing to all audiences (specifically teenagers, as they may be able to identify with the couple in the video). The style of the video is 'in-concert', which is beneficial to the band, as it helps increase their concert sales and it gives their fans an 'in-concert' experience, even if they haven't seen them live.
There is a range of editing techniques used in this video, such as beat editing, to make it simple, yet effective. Beat editing brings attention to the actual music (guitars, drums etc.) and is visually appealing. Most music videos use this, as it increases the chance of the audience enjoying the song, as they enjoy watching the video and the overall experience they get from this. Obviously, there is a lot of lip-synching, as the band are imitating a live performance. Despite the fast beat editing, some shots employ slow motion to bring attention to particular lyrics or instruments in the song. For example, at 01:12 slow motion is used to bring attention to the lyric "It's do or die". The lyric itself is quite powerful and by using slow motion the audience are aware of this.
The video presents the band as rebels and outcasts through the use of costume (make-up, ripped clothes), content (intertextual reference to all things rebel) and beat editing (emphasises the music). This appeals to their target audience of teenagers, as many will be able to identify with the band, because
of how they're thought of as an outcast.
Black Veil Brides strongly resemble the widely known rock band Kiss. This makes them more appealing to those who enjoy Kiss' music, as the audience will think that they also sound similar. This gives the band more promotion.
Patrick Fogarty (the director) has been involved in many horror films including Grindhouse (2007) and Whiteout (2009). However, his only other known directing role was for 'Legion of the Black' - a movie based on Black Veil Brides newest album 'Wretched and Divine'. Clearly, he is favoured by the record label and perhaps the band themselves.
'Gentleman' by PSY (directed by Cho-Soo-hyun - http://www.youtube.com/watch?v=ASO_zypdnsQ) has elements of a parody video, in such a way that his video is "YouTube friendly". Since he became very famous from the 'Gangnam Style' video he posted on YouTube, he designed his next song and video in a way that would also be widely appreciated by the YouTube community. For example, we can tell that he wanted his music video to be child-friendly as he uses the lyrics "I'm a mother-father gentleman" in place of "I'm a mother fucking gentleman". Also, the video displays childish humour (00:57) which would entertain a younger or more immature audience. The YouTube community praises music videos that are funny and entertaining, hence why the video is playful.
The genre of 'Gentleman' is K-Pop (Korean Pop). K-Pop videos tend to be lively, colourful and very extravagant, which explains why 'Gentleman' is how it is. It's full of K-Pop video conventions, making it a very stereotypical K-Pop video.
PSY is presented as a comedian in this video, as he displays childish behaviour (as discussed above). This makes him likeable, which is crucial to gaining a larger audience (which is why he started posting on YouTube in the first place).
PSY includes many references to his previous work, as opposed to using an intertextual reference to anything or anybody else. For example, in 'Gangnam Style' there are many shots when PSY has another person dancing next to or behind him. Likewise, in 'Gentleman' similar shots are included for a comic effect. In addition, both videos include a trade dance move that the audience can learn and do themselves, making the video more marketable. There are also two similar elevator scenes that include PSY and another character dancing in both videos, so anyone who's seen 'Gangnam Style' should enjoy 'Gentleman' (in theory).
A good portion of the video is beat-edited to emphasise the beat of the music. Beat editing is also a general convention of K-Pop music videos, which is why 'Gentleman' uses it. PSY also lip synchs a lot. I think this is because he wants to be at the forefront of his music video, so despite all of the crazy stuff going on, no one forgets that he's there. Personally, I think it's a song that wouldn't suit a narrative video, as it's lyrics are too non-specific, and so lip synching is an important part of the video.
The beat editing gives a strong relationship between the music and the visuals, as with each beat a new shot (or a later point in the same shot) appears. As well as this, the constant dancing and cheerful behaviour of the actors, the matches the upbeat music.
In many ways, PSY resembles Lady Gaga, as his videos are very "out there" and they are full of lots of different colours and images. For example, in 'Gentleman', he's always surrounded by people in bright coloured suits and bikinis etc. Likewise, Lady Gaga uses colours and shapes to make her videos stand out (e.g. 'Born This Way' uses bright pink triangles to attract the audience from the very beginning. The pink triangle actually represents lesbianism, which Lady Gaga is a big supporter of. It shows that she is an excepting person, which will attract those who are gay/bisexual etc.)
Psy sticks with the director of his previous video 'Gangnam Style' (Cho Soo-hyun), presumably to keep a similar style to appeal to everyone who liked 'Gangnam Style'. This could be his signature style.
'Wrecking Ball' by Miley Cyrus demonstrates how love has "broken her walls" and "stripped her bare" (literally!). It starts with an extreme close up in which she's in front of a white background, crying. The colours here are all very pale, except for the bright red lipstick she wears, bringing the audience's attention to her mouth and what she's going to say. This means that Miley obviously thought that the beginning of her song is very important and she didn't want the audience to be distracted by anything else going on in the video. The fact that the director (Terry Richardson) wanted to use such an uncomfortably close shot to begin with suggests that he wanted people to see Miley for who she is (especially since she's recently been the victim of social media abuse).
This is when Miley is seen with a sledgehammer, knocking down walls as the music crescendos into the chorus. Again, this could be saying something about her personality - that she's strong and will fight the criticism. The wrecking ball enters a little late in my opinion, as when she sings "I came in like a wrecking ball", I expect to see a giant wrecking ball knocking down the set of grey bricks, not Miley walking around with a sledgehammer. It's completely anti-climactic. There's also one shot, that only lasts for about half a second, of the wrecking ball crashing into the wall from a birds eye perspective. I think this is unnecessary and it completely ruins the slow, melodic feel of the music. Even when in the chorus, the music isn't suitable for fast, short shots of destruction and the verses' are even slower.
By the second verse Miley is actually riding the wrecking ball, suggesting that she is the cause for all of the destruction around her (which is plainly stated in the lyrics). We can also see her riding the wrecking ball naked, which some people have said was only included because Miley wants to be seen as an adult (and possibly a sex symbol like Madonna or Rihanna etc.). However, I think the nudity somewhat plays into the theme of the song and the video, as she's expressing how love broke her down to point of having nothing left (including her clothes). The fact that she's nude shows her vulnerability.
There is one shot that I think has been the most criticised in the whole video, and that is the one of Miley licking the sledgehammer.
Some people say that it's "too much" and that it doesn't fit in with the music video and others say that she does it for attention (she's done similar things in other music videos and performances etc.) I know what she was trying to get across - the fact that she kind of likes the pain and destruction, as when she licks the sledgehammer the lyrics "I will always want you" play. Despite this, I still think she could've portrayed said interpretation in a more fitting way. However, it seems that licking things is Miley's signature move, so would it really be the same without it?
At the end of the video Miley is lying in the rubble, emphasising the fact that she is broken. The entire video portrays a very raw and personal emotion, so much so, that the audience feel as if they're watching something they shouldn't (especially during intimate moments such as the sledgehammer licking).
Overall, I'd say that Miley is acting a lot like Madonna and/or Rihanna in the way that she positions herself in each shot. Rihanna and Madonna have both been nude at one point in some of their videos, as well as worn revealing/ sexy clothing, which I think Miley was trying to copy. Although her video is quite emotional, she's still trying to remind people that she's no longer Hannah Montana, hence the lack of clothes and provocative/ voyeuristic behaviour. Some people would say that she's trying too hard to break free from her child-star past and it shows in her work, making her unlikable. Despite this, I think the video presents her as quite a daring and brave person, because even though she's received so much criticism about certain behaviour in the past, she hasn't changed it, because that's who she is (or wants to be). Also, the fact that she fails to lip synch at the end as she's too busy crying shows that she's honest and personal (and a human being!). The connotations of her riding the wrecking ball, suggests that she's strong and in control of herself. The nudity also suggests that she's using her sexuality to portray herself as strong and confident.
There is a noticeable reference to Sinead O'Conner's "Nothing Compares to You" music video, in terms of the raw emotion delivered through the framing, suggesting that O'Conner was an inspiration to Miley.
The actual topic of the song - love - is very typical of pop music videos. However, I think that this is one of the only genre specific conventions that 'Wrecking Ball' uses. Pop videos aren't so exposed and full emotion. In fact, Miley's video resembles that of a love ballad, as opposed to a pop song. Women also tend to be dressed "sexier" in pop music videos and although Miley does expose herself, she does it in a more subtle and meaningful way (it actually makes sense for her to do it given the circumstances of the song). She's also wearing a very simple outfit at the beginning and so, even though she's barely clothed, she's not dressed as "sexy" as most girls would be in a pop music video. In addition, the set is very polished. It's obviously a man-made studio space, which is very typical of pop videos. The slightly out-of-place drama reminds me of some of Lady Gaga's music videos.
Her target audience has become far more varied than it used to be, as he old fans are now grown up and can identify with what she's singing about. They can see that she's matured as they will have matured. She's also more edgy now, which may attract fans of artists such as Lady Gaga. Her male audience will have also expanded to the explicit nature of her videos.
Terry Richardson is widely known for shooting campaigns for designers such as Marc Jacobs and Yves Saint Laurent. He's also shot a documentary about Lady Gaga, which could be why there are links between her and 'Wrecking Ball' (perhaps Terry has integrated his signature style in both?)
To conclude, music videos can vary widely due to the different genres, directors, artists and editing techniques. This can determine how the artist is seen by the audience and whether or not they become successful. It also determines the watching habits of the YouTube community in particular (if there were no music videos a lot of people wouldn't watch YouTube).
