What a good/successful music video should include:

What a good/successful music video should include:

Generally, successful music videos are predominantly based around close-ups and mid-shots, some of which will be of the singer or the band. As in most TV this is partly due to the size of the screen as well as to meet the desire of the viewer so that they feel personally connected to their band or artist.

It has been stated by ‘John Stewart of Oil Factory’ that he sees the music video as ‘essentially having the aesthetics of the TV commercial, with lots of close ups and lighting being used most prominently for the stars face’.

It could be argued that the music video is a means of advertising; if people who are not yet fans are able to view a music video which is exciting and captivating, they will have a stronger desire to buy the artists records than if they were exposed to an uninteresting music video.

Continually, to maintain audience interest, directors and editors make sure to use the most effective means of editing in music videos. This is known as ‘fast cut montage’ which does not allow the viewer to be immediately aware of what the images are as they move so quickly, meaning that they will want to watch the sequence again to have a greater understanding; thus ensuring a higher level of hits on websites like ‘Youtube’ while keeping the audience interest very high.

And example of a music video which uses the technique of ‘fast cut montage’ is the ‘Bimbo Jones’ edit of ‘Pink’s ‘Sober’

As you can see, the video is extremely fast paced and could be unclear or confusing if only viewed once, however, once viewed a number of times, the story line unfolds.

However, there are successful music videos which use slower paced and gentler transitions while still generating a vast audience appeal. Some artists may prefer this method as it is relevant to their genre, or because their music is not extremely fast paced in terms of the beat.

An example of an artist who’s music videos are of a slower pace is ‘Snow Patrol’s’ ‘Run’ the melody is melancholy and simply follows the lead vocalist of the group walking at night time. As the song is down-beat, a ‘fast cut montage’ would detract from the purpose of the song and remove the simplicity of it which is what makes it successful.

Additionally, editing and digital effects can be extremely important in the success rate of a music video.

Special effects are of such high demand in the present day for the reason that technology has made huge advances so quickly. Due to this, the younger generation is not only accustomed to, but expects most music videos to involve some element of special effects.

Special effects act as an illusion in music videos in that they heighten the already filmed video footage.

They can be divided in the categories of ‘optical effects’ and ‘mechanical effects’. Special effects take place after the filming of the music video, although tools like ‘gels’ can be used to alter the original colour of on-screen footage.

An example of a band who have used special effects to an extreme degree are the ‘Black Eyed Peas’ with their single ‘Meet me Halfway’. The single has been listed as ‘the 10th biggest seller in the U.K of 2009’

The video is futuristic as well as artistic through it’s use of special effects; it shows the band members in space and some of them levitate; something which could only have been achieved with special effect programs.

The 21^st century sees the public being bored easily and constantly wanting to see originality. The single success rate was probably due to the notion that the video was so enticing to an audience along with the alternative approach because something like it has never been done before making it unique.

‘Star Image’ is the next stage of what makes a music video successful. Richard Dyer has stated ‘a star is an image constructed from a range of materials’.

Accordingly, such materials should include

· The songs – the lyrical meaning, themes, structure and genres.

· Record covers- singles and albums covers and the way in which they present the ‘star’.

· Media coverage and how the star is portrayed by the media; i.e. are they a role model, do they have negative influences, are they stereotypically beautiful or attractive, how is their private life depicted through gossip etc.

· Live performances; is the star able to give a successful live performance and what kinds of techniques they use to make their concert/show memorable or individual.

· Their music videos and whether they draw upon all of these other aspects.

Reconstruction of a star;

Initially, a star may have an idea of the type of music they wish to produce and what kind of image they would like to present. Generally, most ‘stars’ are manufactured to ensure that they meet the needs of the public in order to make them successful and provide a profit.

An example of a star who has been reconstructed is Plan B; he originally produced rap music, but when the present chart was dominated by techno and editorial styled music like ‘Lady Gaga’ ‘Rihanna’ and the ‘Black Eyed Peas’, Plan B soon changed from his original stance to what would be viewed as more commercial music.

Plan B’s music videos act as a reflection of his changed music thus reinforcing his ‘star’ image.

Voyeurism in Pop Music:

“The sexual interest in or practice of spying on people engaged in intimate behaviours, such as undressing, sexual activity, or other activity usually considered to be of a private nature”.

Most music videos from the modern day are based around the female body in order to intice a male audience. Some Music videos like ‘Christina Aguilera’s Dirrty’ have been compared to being similar to soft porn. The directors of this music video were clearly aware of the scantily clad female and that this would give some men sexual pleasure. As callous as it appears, this is a very high priority for music video directors in order to boost record sales.

‘Goodwin’ argues that female performers will be frequently objectified in this way. Many shots will be very revealing of areas which are viewed in a sexual fashion.

This is an image taken from ‘Benny Benassi’s Satisfaction’ and as you can see, the females are placed in very suggestive poses.

Furthermore, in male performances, female performers can be seen as accessories to the male star in order to boost his ego and say to other male viewers that it is acceptable to treat women as objects

For example, ‘Kanye West’s video for Goldigger’ demonstrates a number of females dancing provocatively with a group of men.

Equally, the same idea of objectification can be seen by the female desire of wanting to see the male body on display. Although this may raise questions about how the female viewer is supposed to receive what is being viewed. Due to sexist ideas in society it could be argued that women do not have the same sexual needs as men. However, this has dramatically changed since the 21^st century and women needs are now being considered which is why the male body being present in music videos is becoming ever more frequent.

An example of such ideas is ‘Shayne Ward’s Gotta Be Somebody’ and as you can see, Shayne is Topless which simply attracts a broader female audience; some may not enjoy the music and simply watch for their sexual needs.