Music Video Task

Somebody Else - The 1975

• Released 7th July 2016
• Length is 8:30
• Intertextual Reference - David Lynch's short film 'Rabbits', The 1975 'Robbers', The 1975 'A Change of Heart'
• Genre - Synthpop and Electronic 

How is the artist being represented?

In the first three minutes of the video the main star, Matty Healy (lead singer in the band), is referencing David Lynch's short film 'Rabbits'. In this segment of the video he is seen to be changing out of the clown costume and make up he is wearing (seen in the previous video for the song 'A Change of Heart') and his actions are followed by a generic crowd laugh and rounds of applause. This part of the video is representing Healy as very mysterious and confused a lot of fans. 

Throughout the rest of the video Healy is seen to be in a number of locations, such as a block of flats,  a cafe and a strip club whilst he is seen to be getting over his recent girlfriend. He sees other girls which remind him of his ex girlfriend and it turns out in the end of the video that all of the girls he sees are himself. This left large parts of the audience and their fans confused. This portrayed Healy as very unique and deep as he was trying to pass a message onto the viewers of the video.

Influence of Record Label

The record label's influence was noticeable as they ensured that Healy was in the vast majority of the shots. Furthermore, their influence was noticeable in promoting other songs by that record label and band. Such as a picture from a past music video 'Robbers' in the first scene of the video and makeup and costume used in 'A Change of Heart'. They wanted to ensure that the audience and fans knew that it was a story intertwining with the other videos and they all link to each other.

Goodwin's Theory

Goodwin's Theory (1992)

Goodwin's Theory is the theory which states what codes and conventions every music video follows.

1. Music videos demonstrate genre characteristics (e.g. stage performance in rock video, dance routine in pop etc).

2. There is a relationship between lyrics and visuals.

3. There is a relationship between music and visuals.

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5. There is frequently references t notion of looking (screen within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual references (to films, TV programmes other music videos, etc)  

Technical Codes - Devlopment

Development

• The key innovation in the development of the modern music video was video recording and editing processes along with the development of a number of related effect such as chroma-key and green screen/blue screen.

• The advent of high quality colour video tape recorders and portable video cameras enabled many pop acts to produce promotional videos quickly and cheaply in comparison t the relatively high costs of using film.



In the 1990s- became common:

• Most common form of editing associated with the music promo is fast cut montage
• Many images impossible to grasp on first viewing thus ensuring multiple viewing
• Split screens, colourisation are also commonly used effects
• Non-representational techniques, in which the musical artist is never shown, became more common

Technical Codes - Editing

Editing

• Though the most common form of editing associated with the music promo is fast cut montage , rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing, there are videos which use slow pace and gentler transitions to establish the mood.

• This is particularly apparent for the work of many female solo artists with a brand audience appeal, such as Dido.

• Often enhancing the editing are digital effects which play with the original images to offer different kinds of pleasure for the audience. This might take the form of split screens, colourisation and of course blockbuster film style CGI.

• Bitter Sweet Symphony - quick cuts, narrative is a man walking down the street, close up, mid shot, point of view, depth of field.

Technical Codes - Cinematography

Cinematography

• Camera movement may accompany movement of performers (walking, dancing etc) but it may also be used to create a more dynamic feel to stage performance, by for instance constantly circling the band as they perform on stage.

• The close up does predominate as in most TV, partly because of the size of the screen and partly because of the desire to create a sense of intimacy for the viewer. it also emphasises half of the commodity on the sale (not just the song, but the artist, and particularly the voice).