I have gathered some information from a slide share document online :http://www.slideshare.net/guestc6d43a4a/andrew-goodwins-theory
I have gahered that a famous media theorist Andrew Godwin, identifies 6 features of music video, these being:
1. Music videos demonstrate genre characteristics (e.g. dance routines in a pop song)
2. There is a relationship between the lyrics and visuals
3. There is a relationship between the music and visuals
4. The demands of the record label will include the need for lots of close-ups and the artist may develop a visual style that repeat across their work
5.There is frequently reference to the notion of looking and particularly voyeuristic treatment of the female body
6. There is often intertextual reference (e.g. films, TV programs, other music videos etc.)
This informaion from this slideshare tells me about the relationship between music videos and how it relates and/or appeals to the audience, which i could consider when deciding how my music video will interact with my target audience. I have decided that my music video will be narrative based so therefore there can be a relationship between the 'lyrics and visuals' and the 'music and visuals'
Feminist Theory and Music Videos
Initial thoughts about the feminist approach is how females are typically represented or portrayed in music videos usually by men in a 'patriarchal society'
Gender Stereotypes in Music
Current research findings suggests men in music videos are significantly more aggressive and dominant in music videos, moreover they are represented as independent, adventourous, and compotent stereotypical gendered occupations apparent (i.e. Males are mechanics whilst women are cheerleaders). Women engage in significantly more explicit, sexual and passive behaviour. Women are more likely to be represented as sexual objects of sexual advantages within a music video. Women are more likely to be presented provocatively or presented in revealing outfits. Women are almost portrayed as decorative objects within a music video. (Taken from Dots' May 2009 OBJECT)
The Male Gaze (Laura Mulvey 1975)
Voyeurism: Erotic pleasures gained from looking at a sexual object (who is unaware of being watched). Presence of women solely for the purpose of display (rather than narrative function). Female on display is passive and objectified for a male gaze regardless of viewers. Gender Voyeuristic treatment of female body in 'male' videos - use of dancers as adomments to the male ego. The inclusion women for display to stape element in music video's - across all genres. In conclusion women connote to-be-looked-at-ness and are the object of the male gaze.
Female Gaze
A re-appraisal of feminist values does not strive for 'equality' as this assumes men are 'the best' - they wish to surpass male achievements. Objected to theories in which position them as objects of the 'Male Gaze' identifies a 'Female Gaze' - women actively desiring men. Women began to assert their right to dress and be sexually attractive.
This piece of research tells me that females today are still being objectified my males particularly. This involves the clothes that they wear, which normally involve revealing outfits to please males, and connote 'to-be-looked-at-ness'. Which in my opinion is a bit undermining to the female gender. In my music video I hope to challenge this by restriciting my female artist to wear revealing outfits. However yet I have learnt that the current movement of women today have 'strived for equality' and have asserted the rights for women to be sexually attractive. Therefore, I aim to dress my female artist in outfits that portray her as sexually attractive such as 'body con skirts' not for the male gaze however for thr female gaze.
Fashion and Music Videos
I have located these Print Screens from: http://www.slideshare.net/Flora1993/conventions-of-rb.
My research of the codes and conventions of fashion in an R&B music video
Suggests that men are often 'stereotypically' topless, in jeans, reveal their tattoos, and flaunt their jewellery. With the combination of these four factors, it tends to target young teenage girls. I believe that in order for my music video to reach out to its usual target audience, following the stereotypical codes and conventions of fashion will benefit my music video. I want my male actor to be in jeans and subtly flaunt his jewellery,
This slide suggests that the typical codes and conventions of women in R&B music videos, involve minimal clothing, dramatic hair and make up, high heels and lastly jewellery.
Feminists like Laura Muvley suggests that this is purposely for a 'Male gaze.' I hope to challenge the usual codes and conventions of a R&B by not appointing her to wear revealing clothes or heels. However I am going to obey the use of dramatic hair and makeup, to connote her power. This objects Laura Muvelys theory of women as objects of the 'Male 'Gaze' however other post feminists have identified this as a 'Female Gaze' which is where women assert their right to dress and be sexually attractive to connote 'Confidence, empowerment, and independence to the female audience.
Lastly I believe jewellery is an essential item in any music video, so therefore I will also be appointing my actress to wear jewellery.
Now a-days some music videos are now challenging gender stereotypes, this is mainly done by female R&B stars In some videos females will depict themselves like how males do in their videos, usually to convey a message to their audience."
Record Label
A record label is a brand and trademark associated with the marketing(distribution, promotion, product, place, price etc...) of music, recordings videos and so on.
Record labels have a large influence on how music videos turn out for the artist. Every label has its own budget (this involves the amount spent on lighting editing locations, artists costumes, cast crew and so on), and its own way of representing each artist which reflects its' production.
UNIVERSAL
Universal is an American multinational music company. The universal music group sell more music than any other major label. They are accounted for 25.5% of the market in 2005.
Worldwide artists such as Rihanna belong to this record label.
SONY BMG MUSIC ENTERTAINMENT
Sony BMG Music Entertainment was a recorded music company, which was a 50-50 joint venture between the Sony Corporation of America and Bertelsmann AG. The venture's successor, the again-active. Sony Music Entertainment is 100% owned by the Sony Corporation of America. Sony is the second biggest major recording label in music sales. They are accounted for 21.5% of the market in 2005. Worldwide artists like Beyonce belong to this record label.
WARNER MUSIC GROUP
Warner Music Group is a US based business group and family of record labels. The largest American- owned music corporation. it is the third largest in the recording industry, and one of the big four record companies. In 2011, WMG announced its sale for US $3.3billion. Worldwide artist like Madonna belong to this record label.
EMI GROUP
EMI, is a multinational music company head quartered in London United Kingdom. It was the third biggest major record label in music sales, until in 2011 where they were financially troubled because of a $4 billion debt, however now it is the fourth-largest business group and family of record labels in the recording industry and was one of the "big four" record companies.
Worldwide artists like The Beatles and Coldplay belong to this record label.
These big four labels represent the majority of the music sold in the market, making up as much as 75% of the music market or more depending on the year. Artists who are signed to a Big Four record label are either signed to the central label or signed to a subsidiary of the label. For instance, an artists may be signed to Sony, or they may be signed to the Sony subsidiary label Columbia Records. Beyonce is a perfect example; she is signed to Columbia Records, however is also a part of Sony records.
I have decided to not select an Artists song whom belongs to one of the Four largest leading record label in the world, because they are most likely to be very well known by practically the whole world (as all four labels target a mass audience collectively), so therefore it may make it a lot more difficult for me to reject the usual codes and conventions of the artist themselves for their brand image is so strong also, it makes it harder to reach out to an audience who are already familiar with their music.
http://en.wikipedia.org/wiki/Warner_Music_Group
http://en.wikipedia.org/wiki/EMI
http://en.wikipedia.org/wiki/Universal_Music_Group
http://en.wikipedia.org/wiki/Sony_Music_Entertainment
Narratives In Music Videos
Media Concepts; Narrative – The way a story or tale is told so that the elements are structured and organised in such a way that it makes sense to the audience. It has also been described as how events are unified in time and space.Narrative explores the conventions of:
Genre
Character
Form
Time
Includes information not shown
story/plot
The key events Narrative = how is the story told? (as events unfold)
There are several forms of narratives, I found this on the internet it identifies the different concepts of narratives.
Narrative theorists
There are many theorists who use theory to explain narrative structure.
PROPPP : Propp’s theory of narrative is driven by the characters using a set of narrative functions
I have not implemented any of 'propps' theory because I don't believe that the narrative functions of his suggested events are associated with the R&B/Soul genre, this is because in modern society Independence is heavily promoted in this genre, therefore Propps theory of for example a male hero saving a vulnerable female, goes against the movement of Independence and 'girl power.' David Gauntlett argues suggests that in contemporary society, gender roles are more complex and that the media reflect this. He points out that female role models today are often glamorous as well as successful in a way that previously they were not. He believe s that this is due to the rise of 'girl power' and 'women independence in the media through identities constructed by music artists, like for example an R&B artist Beyonce promoting independence.
Levi-Strauss describes narrative as created by constant conflict of binary oppositesFrom looking at all the theories, I believe that Levi Strauss binary oppositions, is the narrative which I am most inspired by in terms of the narrative involved in my music video. My narrative involves binary opposites like 'Love' and 'Hate' in Bemi and Lewis's relationship.
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