1. UNIT 29:MUSIC VIDEO PRODUCTION

2. MUSIC VIDEO
A music video can be described as a short
programme promoting a song through various
media outlet such as television, concerts,
Internet broadband and radio. Furthermore,
music videos are created and utilized in order to
advance or elevate the sale of songs.

3. ORIGINS OF MUSIC VIDEOS
1950’s and 1960’s developments:
• In the mid year of 1950 the earliest music videos were filmed e.g. Johnny Cash
and Tennessee Two " I walk the line". However before then, during the 1920’s,
animated films were followed by ‘visual music’.
• During the early years of animations, music was initially fashioned around its
film production. And in this case, specific songs were built around it. Some
examples of animation include Walt Disney, Looney Tunes and Warner
Brothers upcoming movies.
• In 1960 the French firm CAMECA invented the Scorpitone (a visual junk box);
it was mainly used for short films. French artists such as Jacques Dutrone,
Francoise Hardy and Gainsbourg used the Scopitione to accompany their
songs. As its popularity spread to other countries, similar machines such as the
Cinebox in Italy and Colour Sonic in USA were invented.

4. Scorpitone Cinebox

5. 1970’S AND 1980’S DEVELOPMENTS:
• During the years of 1974 - 1980, many countries such as
Australia, United States, New Zealand and United
Kingdom began establishing long-running TV shows
playing music videos. Example of such TV shows
includes Video Concert Halls, Top of the pops, Count
down and Sounds etc.
• The development of modern music videos were
preserved and improved, along side with the
enhancement of video elements. And so, during the reign
of high quality cameras; music artists were then enabled
to produce promotional videos.

6. E.g. the Beatles “Let It Be” E.g. Michael Jacksons “Thriller”
E.g. the Beatles “Let It Be”
E.g. Michael
Jacksons “Thriller”

7. In 1982, a music company called MTV was
launched to represent the interests of music
consumers around the world and their major
focus was on music videos. Later on the
company succeeded and sustained its position
in the music industry sponsoring artists like
Michael Jackson, 2Pac, Janet Jackson etc.
Since its launch, MTV has expanded its field
of channels around the world; they are MTV
India, MTV Latin America, MTV Mandarin and
MTV 2. Furthermore in 2005, when music had
wildly expanded its field; the internet were
used in promoting music videos e.g. YouTube,
Google Videos, Yahoo Videos, Facebook, MY
Space etc.

8. STYLES OF MUSIC VIDEOS
E.g. Adele “someone likes you” Performance style:
This is a style that focuses on an
artist or band either performing in
front of a crowd or performing on
their own. In most cases,
narrative techniques are not
considered. However, this style
of music makes a large
distinctive use of camera angles
and movement.

9. E.g. Jay Z “99 problems Narrative style:
This is a style or technique that
focuses on a storyline also; it
focuses on a bit of performing.
These particular styles are
common among hip-hop artist
as they display a little bit of
performance and show what
the video is all about.

10. E.g. Jamie fox ft T-pain “blame it” Cameo style:
This is a style that involves a famous
person in an artist music video. In
most cases, when such people
appear in a music video, they don’t
get involve in singing. In other words,
the artist would be doing the singing
and performing while the other
person who is doing the cameo style
will try to blend in with video.

11. CONVENTIONS OF MUSIC VIDEOS
 It can be defined as the procedures/process of
creating a music video. Furthermore, depending
on the genres, the artist and the influence of the
lyric, music videos are made. Furthermore, to
develop more understanding about the
conventions of music videos, we will explain the
following factors stated above:

12.  Mise-en-scene:
Mise-en-scene is an expression that operates on
the layout of music video construction. In other
words, Mise-en-scene associates with everything
that come in sight or appears before camera
works (adjustments of set design, lighting, props,
costumes, locations and acting). E.g. Nelly ft
Kelly Rowland “Gone”

13.  Camera works:
Camera works are the procedures or process,
which involves shooting a video with a camera.
Furthermore when shooting a music video
essential attribute of digital imaging (shape,
space, tone and pattern) are relatively put in
usage. E.g. "You're a Jerk" NEW BOYZ video
shoots behind the scene.

14.  Editing:
Editing is the joining together of separate shots.
Also, it is said to be an element, which deals with
the adding/subtracting of effects, graphics, sound,
time, framing and establishing shots (CGI, sound
levels and camera footage).

15. GENRES OF MUSIC ARTIST:
• African
• Avant-Garde
• Country
• Jazz
• Blues
• Easy Listening
• Hip hop& Rap
• Latin American (including many genres)
• Pop
• Modern Folk
• Soza
• Rhythm & Blues
• Rock

16. IMPORTANCE OF MUSIC VIDEO:
 Music videos helps in communicating with its target
audiences.
 Music video helps to attract media recognition.
 Music video represents the music industry.
 Music video is very essential to an artist success.
 Music video helps to create vocational jobs for
people.
 Music videos is an important tool of promoting
business.

17.
BIBLIOGRAPHY/REFERENCES
 http://www.slideshare.net/crosswaysfederation/music-video-a-brief-history
 http://www.youtube.com/watch?v=d05rcD_hoQo
 http://www.youtube.com/watch?v=sOnqjkJTMaA
 http://www.slideshare.net/longroadmedia/the-history-of-music
 http://www.youtube.com/watch?v=OZtUjFJvYkA
 http://www.youtube.com/watch?v=etl9kkIGaHo&feature=fvsr
 http://www.youtube.com/watch?v=rfjtpp90lu8
 http://scopitonearchive.com/
 http://scopitonearchive.com/cinebox/index.html
 http://bangsandabun.com/2011/04/i-want-my-mtv/mtv-logo-mtv/
 http://idolator.com/6002252/adele-someone-like-you-chart
 http://www.hiphoprx.com/2009/03/20/jamie-foxx-ft-t-pain-blame-it-on-the-alcohol-music-video/
 http://justjared.buzznet.com/2009/02/27/jamie-foxx-blame-it-music-video