Initial ideas for NEA

 My initial inclination for the NEA was to produce a health magazine with a positive focus on mental health. I intended to use colourful mise on scene and a bright colour palette, with main images captured in natural outside environments to anchor the focus on wellbeing. I considered my representation and brainstormed possible models I could ask and their diversity as to appeal to a broad a range of young adults as possible.

After watching music videos created by last years cohort I was briefly inspired to take this route and adopt the romantic narratives shown in some and apply it to my own indie music video. However I decided not to go down this route as I believe my strengths lie more in creating conventional mainstream products with a broader reach than highly interpretive music videos that require a higher degree of creative risk. I believe I could create a successful magazine by analysing the monetisation of consumerism in existing products rather than trying to replicate the creative appeal of indie videos that attracts more alternative audiences who then buy into the band’s persona. 

I would also enjoy the challenge of creating 2 synonymous magazine covers that are both similar enough to have a ‘house style’ but different enough to engage a wider audience. 

My current ideas include potential names for the magazine (focusing on holistic physical and mental health) such as ‘zenazine’ and thinking about shot types, i intend to use conventional midshots used in health magazines, key lighting, and also close ups that clearly show positive codes of expression, creating an intrinsic link between physical and mental health, and promoting a good mind- body connection.

Music videos theorists

 Music  video theorists + application

Richard Dyers ‘star theory’:

Richard Dyer proposed that ‘stars’ are curated images, separate from the real person, that are made to attract a fandom and ultimately bring in revenue for the artist and their record label. 

There are 3 key aspects to a star:

-the star as a construction

-as a commodity (to make profit)

-and as an ideology (reinforcing specific values)

He also talked about the paradox of the star in that they must be both:

-ordinary and extraordinary (to be relatable yet inspirational)

-and present but also absent (in order to maintain a parasocial relationship with avid fans) 

Andrew Godwin’s theory on music videos:

He also proposed that there are demands placed on artists to produce music videos that sell for profit. However he suggested this is done though 5 different ways:

1. genre characteristics
2. Linking the lyrics with the visuals
3. linking the music with the visuals
4. Including close ups (for voyeurism) and motifs 
5. Including intertextual references 

Application to Eminem ‘without me’ music video:

Richard Dyer:

• Eminem curates his star persona as being relatable (wearing Nike tracksuit, scenes in a corner shop) but also aspirational (positions himself as superhero and important with low angle shots)
• Reinforces values of possession of money and women being aspirational to his audience, and curates his disagreeable persona as ‘slim shady’

Andrew Goodwin:

• follows genre conventions of rap music video with low angle shots and explicit gesture codes, also got objectification of women 
• lyrics are linked to visuals e.g. to trailer park girls
• Pace of music linked to visuals with fast cut montage scenes
• Close ups of star provided to personalise the star
• Intertextual references to talk shows in America and superman

Context behind music videos infographic

 

First music video- made for the first GPO Film Unitadvertise the postal system, A Colour Box was the first time films were directly physcially scratched and painted on. Len Lye (the producer) thought it amplified the jazz sountracks.

Scopitone-A scopitone is a type of jukebox featuring a 16mm film component. They were most popular in 50s/ 60s in US and Europe.

The Beatles- produced a feature length film 'A Hard Days Night' featuring their own music in 1964

Bob Dylan- created one of the first televised music videos to his song 'Subterranean Homesick Blues’. It has become a cult classic and been parodied many times

Technological advances- Advances in technology such as chroma key (green screen) meant that music videos became more visually drastic and impressive. Prveiously blue screens were used but to get clearer cut edges against the hue of skin tone and higher luminosity, green screens became popular and were later used for CGI scenes

Top of the pops- Produces realised the power of music videos and created TV platforms such as top of the pops. Two of the most notable performances were David Bowie's 'starman' (https://www.youtube.com/watch?v=t365MuktYQs) and Boy George's 'Do you really want to hurt me?, both known for the cultural impact.

Queen- In 1975, Queen released the music video for Bohemian Rhapsody which is regarded as the most significant music video of the 1970s. It was released on the platform YouTube and the video now has over 2 billion views, showing it's still popular

today.

MTV- in 1981, MTV channel started and it changed music videos. It began as a 24 hour streaming system for music videos. Madonna, Nirvana, Michael Jackson, Bon Jovie and other artists gained lots of popularity and fame through the music channel.

Michael Jackson- In 1983, Michael Jackson released the music video for Thriller. It had high production values and cost $500,000 to make. Released on MTV, the channels ratings increased tenfold, demonstrating its cultural impact and popularity.

Technological convergence- Today, lots of media platforms are condensing together in the process of technological convergence. This makes the spread of information far quicker, and has meant content is personalised to individuals through algorithms. Everything is now always on demand and can be streamed 24/7.