C2 Music
Music videos and online media Tuesday 4th march 2025
Do now
1- 2
2- 70%
3- 30%
4- To make money
5- Website, youtube, fan sites, social media
Three music videos in depth ( Stormzy- superheroes, Taylor Swift- the man : contemporary) ( TLC- Waterfalls: historical)
Why do artists/ record labels create music videos?
- to make money
- to help make the song memorable
- promote artists skills
- introduce new artist or song
- to provide a visual representation of the song
-allow audience to connect with the singer/ feel like they're watching them live
- advertise new music
- to entertain public
- to become well-known
- show a story for the music
Why do audiences watch music videos?
- to know the story behind the song
- to get to know the song
- to help support the artist
- convey the meaning of the song
- promote the artist's image, identity, talent or status
- showcase or promote the artist's musical prowess for a specific audience
Types of music videos:
Conventions of music videos:
Technical conventions:
2. someone leaves home and then gets beaten up by a group of people
3. (lyrics below questions)
4. lip syncing, perform to cameras, direct address, main focus on artist, tells a story, filmed like a movie
5. pop
1. narrative
2. life as a black person having to deal with discrimination
3. (lyrics below questions)
4. edited like a film/ movie, tells a story, artist appears as a character
5. pop
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Music videos and online media Friday 7 March 2025
Do Now
1- to make money
2- to promote artist or song
3- tell a story, convey meaning, build artists image
4- performance and narrative
5- lip syncing, edited like a movie, perform to camera
1- narrative
2- a stereotypical man being in charge of multiple things showing how men have more opportunities than women
3- Lyrics under questions
4- filmed like movie, metaphor for the lyrics
5- pop
Waterfalls
1. the lyrics match to the video as a mother watches her son get killed but she can't help or touch him.
2. lip syncing, performing to the camera, focus on the band/artist, tells a story, choreographed dancing, edited like a movie.
Superheroes
1. the lyrics match the video as the video shows black people wanting to be treated the same as white people are and how they have to fight to be able to be treated the same as white people and how hard it is for them to have to deal with being treated differently.
2. edited like.a movie, tells a story, artist appears as a performer
The Man
1. the lyrics match the video as Taylor is singing about how if she was a man then she would have made it to where she is now much quicker and would've had more help to get to the point that she wants to be and the video shows her dressed as a man and how he has advantage over women and how he has the power to be able to anything he wants to do.
2. edited like a movie, the artist appears as a character, focus on artist, tells a story
The music industry
In the UK, the music industry contributes billions to the economy; it is a massive global media industry
The Uk exports a lot of music around the world
Due to the changing way we consume music, the industry has faced many challenges recently
Most people download music or stream it rather than buying physical copies now
Streaming now accounts for 80% of music consumption in the UK
The technological developments that once threatened the music industry have allowed it to generate revenue in different ways and to extend their reach to different and new audiences
Taylor Swift website:
Stormzy wesbite:
As most of our music consumption is digital, CD sales are in decline. However Vinyl records and cassettes are becoming popular.
Ownership
Record labels are companies that make contracts with artists and release their music. Record labels usually fund the costs of producing. distributing and circulating music to audiences.
They will have separate production teams and distribution teams.
A single release from an album, is normally accompanied by a music video which becomes a major part of the marketing campaign
Three major record labels: Warner music group, universal music group and Sony music.
These three are part of major conglomerates and are horizontally integrated.
the major labels are able to invest large amounts of money in artists that are, or more likely to be. commercially successful. Videos for major artists often have a budget of over a million dollars
They are able to reach large audiences through high profit marketing campaigns.
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Audiences Tuesday 18th March 2025
Do now
1- Limited edition nostalgia, new trend, enjoy artwork,
2- Warner music group, Universal music group and Sony music
3- Technological changes development
4- when two different platforms or products are used to help sell the other and therefore increase overall revenue
5- a smaller record label owed by a lager conglomerate normally linked to one genre
Independents
There are also many independent labels not linked to the majors.
They are often associated with more alternative acts- indie was traditionally non-mainstream
most of these have to go to the majors to get distribution deals however, so the majors still get a cut.
Some artists don't sign to a label at all. They use the internet to promote and distribute their work.
Taylor Swift is signed to Universal
Stormzy is signed to Warner
Regulation
The industry isn't regulated by a single organisations, but there are regulatory guidelines in plan for music products in Britain.
The BPI runs the Parental Advisory Scheme, which is voluntary, and uses the logo to notify audiences about content that might be offensive or unsuitable for children.
It is the record label's responsibility to assess the product and apply the logo where appropriate- both on a physical copy or online
Regulating Music Videos
If it's released on DVD:
-Since 2014, all music videos on dvd now need to be classified if they would achieve a 12 certificate or above
If released online:
-Since 2014, the BBFC has been working with Vevo and YouTube to age rate online music videos.
- Uk record labels submit any video they feel would gain at least a 12 certificate.
Music Audiences
Music plays a really important part in the lives of many people as it's often tied in with IDENTITY.
It is particularly associated with youth culture as most people discover and become fans of certain genres of music in their teenage years.
Many genres have developed over time.
Pop, for example, is a very broad genre with mainstream appeal, whilst rap has more specific conventions and a more niche audience.
Hybrid genres (Indie-folk) have also developed over time.
Different genres, especially those that are less mainstream, often have a particular identity or image that are associated with them.
Fans ,ay respond positively to the music and then adopt the style linked to that genre.
Think Punk, Emo or Grime.
They might also share the particular values and beliefs that are communicated through the music.
A great example of this is the Punk culture from the 70s which conveyed rebellious, anti-establishment beliefs that challenged mainstream values. Some people saw this as a threat to society though - showing different responses to the same music.
The star persona
The image of an artist that we see in the media is a very carefully constructed representation designed to appeal to their target audience, it is not 'real'.
The star persona is established using many different elements:
- Music and lyrics
- Visual imagery (MV, publicity shots, album artwork)
- Design of any artwork, website and merch
- Social media posts
The persona embodies different values and beliefs too.
Stormzy's star persona is that he is focused on the Black lives matter campaigns and that he doesn't want it too seem like his fame gets to him and makes him act different to everyone else. His social media shows how his star persona wants to still fit into society and not be seen as someone who can't have fun or someone who is better than everyone else. His social media also shows that he wants his fans to know a little bit of what he gets up to in his everyday life and that he lives a normal life like everyone else.
Taylor Swift's star persona is that she again lives a normal everyday life and that she is a feminist. Her social media shows how her star persona goes out with friends and can post it on social media without the fear that her fans will find where she is and then go and want to take pictures with her. Her social media also shows how she can apologies and take responsibility for her actions when she does wrong not how some people might think of well known artists. It shows how she is independent and is willing to help her fans out if they needed help to know where to vote as she is aware that not all of her fans would've voted before and that she is interactive with her fans.
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TLC WATERFALLS Friday 21 March 2025
Do now
1- Niche
2- Star persona.
3- Technological advances.
4- Personal identity and social interaction.
5- Go to multiple concerts, buy limited edition merch, set up a fan page.
TLC had more of a rock and roll image. In the press they were honest about their individual battles with addiction, police arrests (lopes burned down her boyfriends house after an argument), abusive relationships and their other sports with each other. These issues were often explored in their music.
Meaning
Waterfalls is an episodic song several different scenes are depicted in the lyrics. and each plot line unfolds as a cautionary tale against various vices. The first scene and the first verse describe a mother son relationship in which the son resorts to unorthodox methods to make money. His greed, his waterfall ultimately leads to his death.
The second scene follows the story of a different man with a different 'waterfall' he is chasing . Specifically, his insatiable physical desires result in him contracting HIV, the 'three letters'.
Media Language
'Waterfalls' blends three types of music video genres: performance, narrative and conceptual. There are two clear narratives with characters and situations that directly relate to the lyrics of the song: the first verse, a young male dies during a drug deal ad in the second verse, an adult male contracts HIV (which develops AIDS) following unprotected sex.
There is some clear illustration of the lyrics (where the images show the literal meaning of the words); for example there is a mother literally gazing out of a window at her son and a man literally doesn't recognise his own reflection.
Intercut with the narrative sections are shot of the members of TLC performing the song and dancing in sync; demonstrating typical codes of the music video form. These performance sections use multiple formal conventions: close-ups of their faces, direct address and in terms of editing, dance moves cut to the rhythm off the music.
There are also some more abstract elements in the videos. The band members first appear like water spirits, liquid versions of themselves ( this is an intertextual reference to the 'liquid metal' T1000 in Terminator 2). Bookending each section, there is also a montage of flying imagery, with natural and urban landscapes zooming past. Special effects are used to portray the ghostly characters of the mother and son and the symptoms of the man's disease. This use of CGI ( computer generated imagery) adds an almost supernatural element to a song about very real social issues.
Mise-en-scene
Typically, inner-city sets and locations have connotations of a 'ghetto' and the costumes connote a dangerous urban environment. These elements of mise-en-scene could also demonstrate intertextual link to films of the 1990s like New Jack City and Boyz 'N The Hood.
In the HIV/AIDS narrative , the iconography of the roman genre is used- attractive semi-naked actors, silk stockings, tangled sheets and large mirrors.
Context
Many R&B videos focus on romantic narratives and often hip-hop videos feature groups of mean celebrating their wealth often achieved through crime. 'Waterfalls' references these genre conventions by showing the temptations of both sex and crime. It's overall message is less glamorised and more cautionary than many videos in this genre.
Representation
Age- young people easier to get into trouble and to be caught doing things like drug dealing, mainly young adults stereotypical for music videos because they are seen as attractive and the largest part of the target audience.
Gender- young men being shown as impulsive and irresponsible, involved with dangerous pursuits, the woman is anti-stereotypically shown when it is primarily shown to be the woman's fault the man got HIV
The band- socially aware, concerned/ trying to get their message across to people, seen as being supernatural beings, traditionally feminine, some masculine elements like loose fitting trousers.
Social issues- represented sympathetically, the young black man is not a typical gangster but rathe represented as someone trying to make easy money, he becomes a victim of a violent black male gang that reinforce ethnic and gender stereotypes, the sexuality is shown as glamorous and intimate and the multiple close ups of the man as he begins to become ill encourage our empathy rather than condemnation.
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Taylor Swift: The Man Tuesday 25 March 2025
Do now
1- Narrative, Performance, Conceptual
2- RnB and Hip Hop
3- Clear illustration of lyrics, direct addressCGI: Ghost figures, diegetic sounds, Mise-en-scene to show different narratives
4- Expressionistic
5- Representation of social issues age and gender
Conventions:
The video breaks usual music video conventions as it doesn't show the artist singing the song in any form. Instead she acts as a character and doesn't use direct mode of address.
Mise-en-scene:
The video constructs a linear narrative, by following the Man's typical daily activities in various locations including the subway, the office and the park.
Everyday locations men and women go to and places where women may experience sexism in their everyday lives.
Suit connote that the man is wealthy, successful and educated.
The mans is also shown in more glamorous locations- enjoying leisure time on a yacht and tennis court suggests wealth and high status.
All the women were wearing the same yellow bikini objectifying the women.
Propp:
The character of the Man could be described as a false hero according to Propp's character roles, as Taylor Swift is 'unmasked' as the real hero at the end of the video. this is highlighted by the credits ;written by' and 'directed by' encouraging the audience to view her as a powerful and successful woman.
Intertextuality:
Intertextuality also creates layers of meaning in the video.
References to the Wolf of Wall Street, standing in front of a office full of people and then applauding him and the yacht with the women on it with him.
References to John McEnroe , the tennis player who is notorious for his angry outbursts on the tennis court in the 1980s, when he is seen to smash his racket.
References to Taylors other albums and songs on the wall ( Red, 1989, reputation, speak now)
The sign with the line through the scooter references her fight for the rights over her music between Swift and producer Scooter Braun and the 'Missing' poster helps to further anchor this meaning.
Media Language:
Clothes codes & props:
The man being in an expensive looking suit sat in between people in not as expensive looking clothing creates the idea that the man takes the subway as a convenient way to get around not because he likes taking it. Having a cigar in his hand makes him seem more masculine taking away the fact that under the mask the man is actually Taylor and to make the character seem more masculine because stereotypically men use cigars.
Having the women lying on the floor in matching bikinis creates the idea that the man wants them to all look the same as he appears to be in control of them essentially objectifying them as they would be there for his use.
Colour Palette:
Gesture codes:
The man winking at the camera suggests the arrogance men have towards different things, it also suggests that he has confidence in front of a lot of people
Technical codes:
Context:
Men are represented as powerful and the gender that is in control of what happens with things that happen in an office building, also how men are primarily in charge of women and what they do when they are in a relationship. Men are represented as disrespectful throughout the video with the man engaging in versions of several male behaviours which are often criticised in society.
Women are represented as vulnerable towards men as the man in the video is on a yacht with a group of women which could suggest that they are all there for the man's pleasure and that they are objectified throughout the video. They are also represented as being the inferior gender and who has no say in what happens and do everything that they man says.
Taylor Swift is represented as a powerful women in the video as she has the power to tell the man how to be when they reshoot the video for another time and he goes along with it without putting up a fight. Taylor is also represented as a kind hearted woman who supports other woman when she shouts to the other woman in the set how well he did and that there wasn't anything she had to improve on unlike the man who wasn't perfect.
Inequality is represented as men or superior to woman and that men will always be in charge of woman and what they do with how the man is always dressed in expensive looking clothes whereas the woman aren't in as expensive looking clothes.
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Stormzy: Superheroes Friday 28 March 2025
L/o: to explore ur contemporary case study
Do now
1- no lip syncing, no performing direct to camera
2- John McEnroe and Wolf of Wall street
3- Suit: wealth and power, Man centrally framed; manspreading/wink; tracking the man
4- false hero
5- how gender is represented in a stereotypical way gender inequality, Taylor swift
Superheroes was released on 13 December 2019 as part of Stormzy's second album, Heavy is the head. The video for superheroes premiered on 9 September 2020 when it was shown in school classrooms in London, Glasgow, Dublin and Manchester at the start of the term when schools re-opened after having been closed since March due the the Covid-19 pandemic.
The video was directed by British Filmmaker Taz Tron Delix and produced by Argentinian animation studio 2veinte. Stormzy dedicated the video to Chadwick Boseman following the actors death in August 2020. The video ends with the text 'RIP Chadwick Boseman 1976-2020, Forever a superhero in our hearts'.
In 2020, Stormzy donated £500,000 to the Black heart Foundation to provide educational scholarships for students from disadvantaged backgrounds and pledged o donate £10m over the next decade to help control racial inequality in the UK.
No lip syncing, no performing to camera, expressionistic
Conventions:
Subverting music video conventions, Superheroes does not include the artist performing the song. It is entirely narrative based, with Stormzy featuring as a character leading he young boy on a typical hero's journey, showing him other characters who have found their gifts or superpowers.
Media language:
The video constructs a linear narrative
The colour palette gives a tone of hope and optimism, the birds tweeting creates the idea that everything is peaceful.
Propp:
Stormzy is shown in the role of the hero, who rescues the young boys when he falls when flying by himself, The 'young black kings' and 'young black queens' could be seen as Proppian heroes, who receive help from Stormzy and other inspirational figures on their journey towards empowerment.
Iconography:
The masks symbolise that the pandemic was going on.
The Black lives matter movement had a lot of movement while the pandemic was going on following the death of George Floyd.
No violence when we see the protests in the video, we see people standing together protesting something all working together to get their point across.
#Merky Stormzy's brand.
The iconography used in the video is associated with Black empowerment. the placards and raised fists in the protest scene send a message of black power. Then, the symbolism at the end of the video when Stormzy places the world un the boy's hand before leaving him sends a clear message of optimism for the 'young black kings' and 'young black queens' who have the power to change the world.
Media Language:
Clothes and Props:
The people all wearing black and dark clothes creates the idea that everyone sees each other as equal and the same to each other. Everyone having masks on shows that they are still willing to do these types of things when there was a serious risk of them getting ill and infected other people around them but they don't see that as the main issue they see getting their point across the black lives matter is the main priority.
Lighting:
CONTEXT:
the video contains many references to popular culture chosen to represent black culture in an empowering way. these include rappers Dave and Little Simz, and footballer Marcus Rashford.
Malorie Blackman's Noughts and Crosses novel is also reference in the video Stormzy appeared in the BBC adaptation of Blackman's novel which explores racism in an alternative version
The use of the Marcus Rashford shirt reflects social and political contexts as at the time Rashford had made a stand against the UK government on their decision to end the free school meals provided during the pandemic. Rashford successfully pressured the government into reversing their decision, so Stormzy wanted to represent him in the video as a hero and role model to young people.
Stormzy is well known for his political activism, using social media and high profile performances, such as his headline slot at Glastonbury n 2019, to both support and criticise British politicians ad encourage young people to have a say.
Representation:
Men: The 'young black kings' are represented as empowered by education in the classroom scene and as talented and creative in the scene in the music studio. The central character is represented as vulnerable and lacking in confidence.
Woman: the' young black queen' chopping vegetables and washing dishes reinforces a stereotype of females being more powerful in domestic settings but also suggests that the young black female is a superhero because she is caring for her grand mother.
Stormzy: represented positively as a black role model with the power to inspire the younger generation. From the start he is sown to be caring, taking time to support and inspire the central male character. He is also reading Noughts and Crosses, which he presents to the police. This highlights the issue of racial profiling and represents education as the route to empowerment and equality.
Inequality:
Family:
---------------------------------------------------------------------------------------------------------------------------------------Homework-03/04/25
How do music videos reflect the time in which they were made? Refer to Waterfalls (TLC, 1995) to support your points. [10]
Music videos reflect the time in which they were made in the way the editing is done when being made. In waterfalls by TLC the editing isn't what people today would expect to see, as the special effects aren't nearly as good as they are seen to be today. This is seen when the women are dancing in front of the waterfall as water but you can still tell it's them and it doesn't look nearly as good as it would today if it was remade today this is because when the music video was made the editing technology they had isn't anywhere near as good as there is today and when the video was made what they had done was some of the best they had done.
Music videos also reflect the time in which they were made by the way the artist is dressed in the music video. In the waterfalls music video the women are seen to be in clothes which were seen as fashionable but in todays society they wouldn't be. The way in which they are dressed reflects the time in which the music video was made as they are seen to be in clothes that stereotypical women wouldn't wear as they were wearing baggy clothing and clothes which were seen to be more masculine then feminine, however the makeup they were also contrasts that as they are wearing lots of make up which would connote femininity.
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Music: websites and socials Friday 4th April 2025
Do now
1- hyperlink- word/ image that when clicked takes you to another website or social media account
2- star persona more personal way than on their websites
3- entertainment, personal identity with the characters in the narrative
4- entertainment, education and personal identity with the characters in the narrative
5- preferred, negotiated, oppositional
Taylor Swift's website
To promote a new album or tour- they can promote a new album or tour by having the information somewhere on their website. On Swift's website she has a place for people to be able to see her albums and ones that she may have recently released so people can go see what it sounds like and be able to stream new songs she has released. As soon as you open the page there is a link to be able to steam her new album. there is no current tour however the information would've been on there for people to see
To help promote their brand, through tie-ins to an album release- they can promote their brand through having links to where you can buy their merch and which would be part of their brand. On Swift's website you can go to a page where you can buy her merch and support her brand and use that through her new released albums through having the name of a newly release album on some of her merch.
It's a place to sell merchandise, an important revenue stream for artists- if you scroll down on the home page there are links to be able to go to the online shop and buy some of her merchandise and see what she has to offer on Swift's website.
Stormzy's website
To direct fans to their social media accounts- on the left hand side of the home page there are links to social media platforms such as facebook, instagram, X, youtube and tik tok.
To help promote a new album or tour- as soon as you open the home page there are links to be able to stream different albums of his and further down the page there is the dates and venues for his tour that is currently going on.
To help promote their brand through tie ins to an album release- at the top of the home page there is a link to their merch site so you can buy things from his brand and they can be seen wearing his branded clothing which helps promote the brand
It's a place to sell merchandise an important revenue stream for artists- at the top of the home page there is a link to their online merch shop where their fans can buy their merch and make some money to support the funds of going on tour or something else.
Taylor swift uses and gratifications:
Personal identity: Taylor swift's website is personal identity because her fans can feel like they relate to some of the characters they see on the website or the clothes they buy from the website.
Information: fans can find information about the albums she has released and how the fans can stream the album from.
Entertainment: the website uses entertainment because the fans can watch the music videos from the website and find their social media which could entertain them.
Social interaction: fans can talk to other people about what they have seen on the website but could also interact with Taylor swift herself through the website.
Stormzy uses and gratifications:
Personal identity: his fans can feel like they relate to some of the content on the website and the characters they see on the website
Informations: fans can find information about his tour on the website such as venues and dates which would be useful when deciding if they want to go to the tour or not
entertainment: fans can see the music videos from his website which would provide entertainment through the website and the fans might be able to interact with stormzy on his social media platforms which are linked to his website
social interaction: fans can talk to other fans about what they see on the website and through going to the tour could interact with stormzy himself.
Social media:
promote new merch
promote new tour
show behind the scenes of tours/ music videos
promote new song/album
1.They can use their social media profile to show off any rewards or achievements they have recently earned and promote any tours that they might be doing or links to their websites to their albums.
2. Artists can use tweets by saying something that would engage their audience by showing something that they have been waiting to see or something that the artist knows while engage their audience.
3. A pinned post is when an artist is able to keep a post at the top of their profile so when someone visits their profile they don't have to scroll really far down to see it as it will always be t the top. An artist might use it if there is a significant memory they want their audience to see every time they visit their profile.
4. The profile picture allows the artist to make a first impression on the person that is visiting their profile and to allow the fans to see what type of person they are before following or interacting with them.
5. Dyer's star theory can be applied as stars and celebrities are made to act and appear a certain way to make more money by the people they are contracted to for their music as if they appeared as a bad person they wouldn't make as much money as people wouldn't want to support them.
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