My group members are: Drew Wyllie, Jenna Van-Bergen and Rhianna Macleay.
Within our group discussion we considered songs, artists, narratives and ideas. The artists that we considered were Ellie Goulding, The XX, Florence and the Machine, Laura Marling however we were extremely inspired by Nina Nesbitt. We researched into Nina Nesbitt's music videos such as 'Stay Out' and 'Way in the World' to gather a sense of Nesbitt's style. We had already decided that we wanted a song that was quite upbeat, however we wanted to stay away from dance tracks. We were intrigued by 'The Apple Tree' because it was upbeat but still maintained an acoustic feel. We were originally going to do 'Stay Out' however we felt that the official music video fit the song so well that it would be hard not to copy it. However, the music video to 'The Apple Tree' is an amateur video made by Nesbitt herself, therefore because it isn't a professional music video we won't be distracted by it and will be able to create our own idea for the song.
We printed off the lyrics to 'The Apple Tree' and listened to it repeatedly in order to gather a rough outline of our video. We want the video to evolve around break up between a couple, therefore be more of a narrative/concept based music video rather than entirely performance based. We had this 'memory theme' idea where we could play, in fast motion, a montage of memories and moments that the couple shared as the chorus picks up. This could possibly have a slightly aged affect. We will use a few performance sections that will be set in the present day and we will keep alternating between the present and the past relationship.
MTV is an American television channel owned by the MTV Music Networks and Logo Group. Originally, MTV's target audience were young adults, however over the years it has become aimed at adolescents. MTV is popular for playing chart music therefore attracts its target audience. In February 2013, Gotye's 'Somebody That I Used To Know' was announced as the most played video as part of the MTV Video Play Awards. Many of Rihanna's music videos have been aired of the years regularly, in particular 'Where Have You Been' and 'We Found Love' for which she won two platinum awards for. MTV has a very famous logo which is recognised immediately by the public. The MTV logo, which is featured on popular merchandise such as T-Shirts, was designed by 'Manhattan Design' and is made up of a graffiti-styled and youthful looking 'M', 'T' and 'V' to represent 'Music Television'. The attractive and iconic logo appeals to the target audience.
VH1 was launched on 1st January 1985, with a purpose of building on the success of MTV but targeting a slighter older audience. Originally VH1's aim was attract 18-35 year olds by playing a softer style of pop such as Elton John, Billy Joel, Donna Summer, Tina Turner and Rod Stewart. The logo captures the attention of the target audience as the clashing colours give off an 80's disco vibe. The bright colours are also very eye catching and make the logo memorable.
Box Television is a British television company which is owned by Bauer Group and Channel FOur Television Corporation and acts as its music television programme production arm. The company is based in London's Winsley Street in. The same site hosts other Bauer brands, including Kiss and Magic 105.4 FM. The Box is well known for its First Play feature, where many videos often make their UK or world premiere. This new music is often shown through the Box Fresh show on the channel.
Scuzz is a British music television channel that was launched 17th April 2003. It has become the highest-rated rock rock TV station for playing a broad range of rock and all it's subgenres. Scuzz specializes in the hardcore and metalcore genres and has been known to break many UK artists including Enter Shikari, Young Guns, You Me at Six, Deaf Havana and more recently Lower than Atlantis. Obviously, the target audience for Scuzz would be rock fans. The channel also broadcasts live concerts and runs weekly competitions, giving viewers the chance to win band merchandise, signed guitars and concert tickets and more. The logo for Scuzz is constantly being revamped to suit audiences. The current logo would appeal to rock-lovers for the dark colours and heavy font that is used.
Certain music video genres appeal to audiences as they contain codes and conventions that entertain and relate to their target audiences. Young audiences especially enjoy and admire music videos as they promote their preferred artist's songs, personality and chosen narrative.
RAP
Much like an RnB music video, the micro-elements in a Rap music video help portray a lifestyle that the artist relates to. I have researched into the codes and conventions used in the Rap genre by analysing 'Over' by Drake.
Editing:
Drake performing with a red filter.
The first editing technique I noticed were the colour filters when Drake is in the bedroom. The colour filter is mainly red, orange and yellow which shows that he is angry. Blue and purple filters are occasionally used which could convey that there are highs and lows to his career. The filters however are extremely bright and quick which portrays how crazy and fast-moving is life is. This is conventional to a rap video as it is
displaying a lifestyle of an artist.
Drake performing with a purple filter.
The most frequent transition used is a straight cut. This is used between the bedroom scenes and the other scenes. Straight cuts are used because they are very quick therefore they portray how fast his life changed - from spending life in his bedroom to living a high-status lifestyle. Again, this is representative to his lifestyle therefore displays the conventions of a rap music video.
Cinematography:
Long shot of Drake.
A variety of camera positions are used in order to meet the codes and conventions of a rap video. Firstly I noticed that many close ups and mid shots were used throughout the beginning of the video in order to present Drake to the audience. These close ups and mid shots allow the audience to see that Drake seems frustrated, down, possibly angry and very serious for some reason. Later on I picked up on a long shot that is used. This long shot displays Drake in focus towards the front on the picture with fast-moving and blurred shadows behind him. The unidentifiable and fast moving images behind, again, emphasises the fact that Drake's life is moving extremely quickly and perhaps sometimes he cannot make out what is going on around him. This is conventional to a rap music video as this camera positioning is representative of a lifestyle - the purpose of rap music.
...followed by a female gesturing 'goodbye'.
An establishing shot of Drake with blurred dancer...
Another camera position I noticed was an establishing shot nearer the end of the music video. This camera position allows the audience to see Drake in focus at the front of the picture, with a blurred and slightly faded dancer behind him. This is followed by a mid shot of an attractive female (Rita Ora). These two camera positions could represent Drake's private life. Drake is a successful artist who has females throwing themselves at him. This could be who the blurred dancer represents. I also noticed that Drake is looking away from the dancer and looking out front, perhaps to Ora who is shown in the next shot gesturing goodbye. This collection of shots could convey how Drake has many women who want him who perhaps sometimes get in the way of his own relationships. This is conventional to a rap music video as it expressing a part of the artist's life to the audience.
Mise-en-Scene: Lighting -
The lighting used in Drake's 'Over' is very instant and sharp - switching on and off, changing pattern, the speed etc. This constant and quick changing shows his dramatic life change and gives the audience an on-edge vibe which is similar to how Drake is expressing himself. Also the pattern that is shown the the image (left) is lanes of traffic driving very fast. This represents his fast-moving life and is telling a story to the audience which is what's expected from a rap music video.
Positioning -
Drake is displayed positioned to side throughout a lot of the music video. This micro-element is evident after the first chorus. This positioning could possibly represent that the artist has had a troubled past and doesn't like to look back. Perhaps the black surrounding conveys emptiness due to his previous actions. This is conventional to a rap music video as it is portraying to the audience his life, memories and background.
Clothing -
The clothing that the artist is wearing is stereotypical and conventional to the urban style of the song and video. Drake is seen wearing casual jackets and hoodies throughout all of the video. This represents him as an artist and displays instantly that he belongs to the urban genre. The casualness could possibly convey that he is more passionate about his music rather than his visual image. This again is conventional to the rap genre as it expresses Drake as an artist and what he is iconic for.
Ultimately, these micro-elements present a variety of visuals that follow the codes and conventions of the rap genre, consequently portraying a specific lifestyle and expressing Drake as an artist - the purpose of the rap music and video genre.
DANCE
I have also decided to research into what codes and conventions are required to produce a dance music video in order to attract the right target audience. The video that I will be analysing is 'Club Can't Handle Me' by Flo-Rida which is featured in the movie 'Step Up 3'. The music video is therefore promoting the movie.
Editing -
In the middle of a cross dissolve transition.
Specific editing styles are used to match the visuals to the music. I noticed
that certain transitions and specific editing paces were used throughout the entire video to display the dance genre. During the beginning of the song when the music is slow, the pace of the editing is also slow with long cross dissolves used to blend the clips together. This slow pace compliments the slow music and makes the audience feel relaxed. However, when the music quickens, so does the editing pace. When the pace of the editing increases, straight cuts are used instead of cross dissolves. This relates to the dance genre because the increase in the editing pace helps convey a 'party atmosphere' and makes the audience feel a slight adrenaline rush. This is conventional to the dance genre as the purpose of a dance video is to make the audience feel a 'party vibe'.
A split screen showing a packed club and an empty street.
Another editing technique that is used is a split screen effect. The is evident frequently throughout the first half of the video. The split screen displays two video clips: 1) a video clip showing a party within a club that is packed with people dancing, displaying strobe lighting also. 2) a video clip of a deserted street outside of the club.
The split screen is very effective because comparing the inside of the club with the empty street outside, really emphasises how crazy the party is. This same split screen is used later on in the video but shows all of the people in the first video clip, falling into the second video clip on the street, through the split screen. This relates to the lyrics, 'the club can't even handle me right now.' This is conventional to the dance genre as is displays to the audience a very wild party.
Cinematography -
A long shot of Flo-Rida.
A variety of camera positions and angles are used to convey the 'party atmosphere' of the song, therefore following the codes and conventions of the dance genre. The first camera position I noticed was long shot of Flo-Rida nearer the end of the music video. This long shot presents the artist as the centre of attention with two dancers beside him. This represents his power and shows that he is the ring-leader of the party. This is conventional to a dance video as it shows the artist encouraging the target audience to have fun just like he is doing to the audience within the music video.
There is also a high-angle shot that is used in the music video. This again presents Flo-Rida as the centre of attention and allows the audience to see everybody else around him dancing and having a good time. This is conventional to a dance music video as it almost had a domino effect on the audience, making them feel the 'party vibe' that is being portrayed in the music video. This effect on the audience is the purpose of the dance genre.
Mise-en-scene: Lighting - The lighting within this music video is low-key, however strobe lighting is used to provide some sort of light. This is evident within the club scenes. The sharp on/off action of the lighting helps convey the 'party atmosphere' and makes the audience feel the high adrenaline feel that is being presented within the video. This effect on the audience is also conventional to the dance genre. Positioning - Nearer the end of the music video when the people in the club raid the street, Flo-Rida is positioned standing on a raised podium. This emphasises the fact that Flo-Rida is the centre of attention and the ring leader of the party. His high positioning is representative of his high status. Iconography - The most memorable form of iconography used in this music video are bottles filled with sparklers carried by glamorous women. This shows how the artist wants to be the centre of attention. The sparklers draw attention from the people in the club, and the audience, which in turn draws attention to Flo-Rida. This proves that he is the leader of the party and makes the audience almost look up to him. Setting - The music video 'Club Can't Handle Me' is set in a club. This is completely conventional and stereotypical of a dance music video. As dance songs are played in clubs, the fact that the video is set in a club is almost predictable, however does the song justice. The setting adds to the party feel of the song and makes the audience feel the urge to join in with the party. This is conventional to a dance music video. Clothing - The clothing that Flo-Rida is wearing is stereotypical of a dance rapper. He is presented wearing a red leather jacket (a bold fashion statement) with jeans and a lot of 'bling'. Throughout the video Flo-Rida is constantly referring to his watch and his gold chains. This displays the artist's wealth and high-status and again proves that he is the centre of attention and is the ring-leader of the party.
ROCK
For my third genre research and analysis, I have decided to look into the rock genre as rock characteristics are completely different to the characteristics of dance and RnB. For this segment I will be analysing 'Standing in the Dark' by Lawson.
Editing:
Throughout the music video 'Standing in the Dark' by Lawson, a variety of editing styles are used. I noticed a fast editing pace is applied with a sections involving complex CGI effects. As the song reaches the chorus, the music becomes more alive, with a louder drum beat and stronger rhythm. As the music begins to do this, the editing pace of the music video quickens, with frames lasting about a second combined by straight cuts. I also noticed that as the second verse begins, the music becomes a lot more relaxed and acoustic again, much like the first verse, therefore the editing pace decreases again, with frames lasting around three seconds instead. The pattern in the editing pace matches the pace of the music and gives the song a moving atmosphere and draws the audience in. The relationship between the visuals and the music is conventional to the rock genre and also promotes the song nicely.
Andy 'looking through the glass'.
CGI is used to shatter glass.
As the song reaches its climax and falls into a slow middle 8, CGI is used to shatter the glass that Andy is facing. This complex editing technique is used the make the shattered glass freeze midair around Andy as he looks through it. This matches the lyrics "looking through the glass, she's someone else's angel". The the visuals relate and back up the lyrics as Andy looks through the glass and continues to watch his girlfriend/ex girlfriend. This relationship between the lyrics and the visuals is conventional to the rock genre as it brings the music to life and contributes in displaying a message, moral of emotion that the band are trying to expose.
Cinematography:
One of the close ups used to show the band playing their instruments.
A vast variety of cinematography is also used throughout this music video. Firstly, a close up of the musical instruments is displayed which shows that the band playing their own instruments which is conventional to the rock genre. This follows Goodwin's theory of the visuals matching the music. It also exposes how musically talented the band are, but more importantly it makes the audience focus on the music consequently promoting the song.
Establishing shot showing Andy, his reflection, and his ex.
An establishing shot is also used about half way through the music video. This establishing shot displays Andy looking through the glass at his girlfriend/ex girlfriend. However the shot also allows you to see Andy reflection, therefore you can see his facial expressions and body language as he looks at his girlfriend/ex girlfriend. This relates to the rock genre and the representation of a songwriting band as the visuals display the lyrics of the song "looking through the glass".
Mise-en-scene:
Low-key lighting represents the lyric "Standing in the Dark"
Lighting and Colour - As Andy is in the bedroom the lighting is very high key in order to observe his emotional display through facial expressions and body language, however the colour is dark and very grey scale. The dark and dull colouring is conventional to the rock genre as audiences would stereotypically expect to see a lot of black and grey when watching a rock music video. The band's performance section however consists of extremely low-key lighting, which consequently creates silhouettes of the band. The low-key lighting which creates shadows and silhouettes relates to the song title and chorus lyric "Standing in the Dark". The relationship between the visuals and the lyrics promotes the band's rock songwriting ability.
Andy positioned alone on one side of the glass.
Positioning - I noticed a complex positioning of characters within the middle of the music video. As Andy is looking through the glass towards the girl he loves, another man appears beside the girl. The camera focus's on the man kissing the girl with Andy's reaction apparent through the reflection of the glass. The way in which the antagonist and Andy's ex girlfriend are positioned on one side of the glass, an Andy alone being positioned of the other side, presents Andy as the victim of this love triangle and makes the audience feel sympathy for him. This is another relationship between the lyrics and the visuals and is conventional to the rock genre as it is quite a quirky situation. Clothing - Within the performance sections the band are displayed wearing leather jackets and skinny jeans, all conventional clothing choices for the rock genre. The clothing is also black which is a stereotypical convention to the rock genre. Target audiences would expect to see a band wearing black clothing, skinny jeans and leather jackets within a rock music video. Andy also wears dull clothing throughout the narrative sections, wearing a grey jumper and black skinny jeans. These clothing choices still consist of dull and dark colours which is conventional to the rock genre. Setting - Rock music videos are usually set in quirky locations such as deserts, rooftops etc. 'Standing in the Dark' is set in a bedroom, however it isn't a typical bedroom. It is very spacious which captures the 'empty' emotion displayed in the song. The only piece of furniture that is visible is a bed, surrounded by grey metal-looking walls and pillars. The dullness could represent how Andy's life is dull since his girlfriend left him. This music video follows the conventions of rock as it is definitely set in a quirky location and consists of quirky situations. Iconography - The main iconography used are the band's instruments. This is definitely the main code and convention of the rock genre. The target audience would definitely expect to see the band performing their own music with their own instruments within a rock music video. The use of instruments not only is conventional to the rock genre, but also displays the musical talent of the band and promotes their songs and their songwriting ability.
In conclusion, it is proven that different music genres certainly follow different codes and conventions within their music videos in order to make them relatable to their target audience.
The target audience is
the type of audience that the video aims to attract. Music artists are constantly changing as they and their record labels demand for certain video outcomes in order to please their fan base (who over time begin to grow and develop interest for different genres) and perhaps try to attract other audience types. For example; in Justin
Bieber’s ‘Beauty and a Beat’, he is trying to attract a teenage or young adult
audience by involving a water park, dance routines, and demonstrating a ‘party’
atmosphere to make the video as fun as possible.
Picture: Justin Bieber’s ‘Beauty and a Beat’ -
water park location, dancers,
coloured lighting, portraying a party which attracts a younger audience.
STYLE OF VIDEO
There are three styles
of music video:
Performance - a performance based music video is a way to show off the artist's performing skills, whether that be through singing or dancing. For example - Beyonce's 'Single Ladies' music video is a performance based video as it purely shows her singing and dancing, informing audiences that she is a very talented performer
Narrative - a narrative based music video is one that tells a story. Usually these videos involve a large variety of locations and iconography with a more movie-like feel to it. An example of a narrative-based music video is Ed Sheeran's 'Give Me Love'. This features a lonely girl who take's on a 'Cupid' role of making people fall inlove to find that all she wants is love herself. Sheeran however only makes a small appearance and isn't seen performing at any point. Like Sheeran, some artistsprefer music videos like this as they like to promote their music rather than themselves.
Concept - a concept based music video is one that sells a theme, moral or ideology to the audience. However, a concept is usually displayed in a narrative or performance based video. And of course a music video can be a mix of all styles of music video. For example: the music video to
Christina Aguilera’s ‘Beautiful’ follows a blend of all three of the styles
above.
Picture: Christina Aguilera performing the song.
Picture: Two homosexual men displaying the concept of the video – not being ashamed or
embarrassed of yourself.
Picture: A girl smiling to explain the narrative of the video – over coming
self doubt and embracing who you are.
PURPOSE
A music video is
market tool to promote and visually explain song and display a short narrative
or representation of the artist. Music videos are made to attract a particular
target audience and help audiences build a relationship with the artist and buy
into their lifestyles. For example, at the beginning of the music video for Justin Bieber's 'Beauty and a Beat', an video clip of Bieber playing piano is shown. As Bieber is usually displayed singing or dancing, it surprises audiences that can in fact play a musical instrument too. This educates the audience and allows them to buy into and learn about Justin Bieber's life, causing them to form a bond with the artist and their music.
Picture: The beginning of Justin Bieber’s
‘Beauty and a Beat’. This shows the audience that Justin Bieber can play piano.
CODES AND CONVENTIONS Different music genres require different codes and conventions for their music videos. By following certain codes and conventions, artists are able to attract the appropriate target audience within their music videos. As you can see, within Justin Bieber's music video, codes and conventions such as coloured and flashing lighting, 'fun' location (waterpark) and dancers are used in order to attract a young and youthful audience. Music videos to dance tracks follow these codes and conventions to create a 'party' atmosphere within them. In contrast, Christina Aguilera's 'Beautiful' is a pop ballad, these music videos tend to follow a more narrative-based structure that portrays the concept that is being told through the song. Codes and conventions such as strong and realistic narratives and performance segments are usually evident within pop ballads and tend to attract a more female-based audience. The codes and conventions that are used in the music video are what attract the appropriate audience.
I love the vibrancy of this music video. As the song is very energetic and uplifting, I think that the pastel colours and the fast-pace editing really compliments the song and is visually likeable to any audience. Although the video is purely performance-based, it still works because Hayley Williams has a lot of charisma and likeabilty about her when she is performing. I like the use of iconography when she and her bandmates are riding bicycles in the house because it adds a rebellious and care-free vibe. The slow-motion effect also compliments the slow-pace of the pre-chorus. I also like the use of ballet dancers in the second verse as it contrasts with Williams' unique fashion with her odd-died hair, leather jacket and Doctor Martens. I noticed that this is an intertextual reference. Argubly, I think that it would be quite difficult to film a video similar to this as the location and colourful/unique iconography would be difficult to gather.
'We Found Love' by Rihanna
This music video is a complete contrast to the Paramore video. Unlike 'Still Into You', I really like the darkness of this music video. I love Rihanna's grungy clothing and I think there is a great and believable chemistry between her and her co-star. They remind me of a modern version of 'Bonnie and Clyde' in the video and I love the negative yet very strong and passionate love and friendship that is being portrayed. I like the sense of realism that is demonstrated within the music video with an apparent narrative and concept: how a growing obsession over drugs can ruin a relationship. I think the lighting that is used in the performance segment is very effective. A fast-moving motorway is projected onto Rihanna as she is singing which could represent her fast growing obsession with drugs and her partner. However, the video is unconventional to the dance genre of the song. Usually a dance video would involve clubs, dancers and a mix between high and low-key lighting to portray a party atmosphere, however this video does the opposite, but I think it works.
'5 Years Time' by Noah and the Whale
I love the simplicity of this music video. I admire the 'old-age' filter effect that has been used when editing. I also like the mix of camera movement with a handheld movement used frequently. I think this effect is simple and effective and works well with the relaxed song, this is an editing style I would highly consider for my music video.
Andrew
Goodwin’s theory comes from ‘Dancing in the Distraction Factory’ (Routledge 1992). His theory consists of seven elements:
1.
Music videos demonstrate
genre characteristics.
2.
Lyrics relates to visual.
3.
Music relates to visual.
4.
Demands of the record
label.
5.
Voyeurism.
6.
Intertextual reference.
7.
Performance/Narrative/Concept
based.
Goodwin's Theory applied to: Lawson –‘Broken Hearted’
This
music video demonstrates the stereotypical characteristics
of a male rock/pop band, such as; a performing scene (with the band playing
instruments which are heard in the song and conventional to the 'alternative rock' music genre), earthy colours (grey/brown/black), stereotypical rock attire
(leather jackets, skinny jeans, boots) and an attractive female as the focus point of the
video.
The music and lyrics also conveniently
relate to the visual images of the music video. You can visually see the lead
singer of Lawson (Andy) singing to the female, which matches the lyrics of the song.
The iconography and editing styles relate to the music. The instruments you can
hearing being played in the song (eg; guitar, drums, bass) are the same
instruments that you see being played during the performance section of the
music video. The editing styles also compliment the music; for example, most of
the the jump cuts and straight cuts are perfectly timed with the beat of the
song.
Voyeurism is used evidently within the video. The camera angle displays the female
character from a rear view in her underwear and a nightshirt during the beginning of the video. The
main reason for this voyeuristic element is: (a) to display part of the narrative, which is how attracted Andy was to his girlfriend. (b) since Lawson's fanbase is mainly female, they have used this voyeuristic element to attract male attention.
For
Lawson’s ‘Broken Hearted’ video I estimated the amount
of performance, narrative and concept used in the video;
Performance:60%
Lawson
performing their song during a 'concert' style scene. This segment of the video allows the audience and any new fans to buy into Lawson's life and see how musically talented they are.
Narrative:20%
A
relationship that has fallen apart. The female is constantly being reminded of
her famous ex-boyfriend when he appears in magazines, music videos and
television programmes. They eventually meet again at the end of the video. The narrative helps portray the meaning of the song.
Concept:20%
The
music video displays 'Breaking News' and magazine covers featuring rumors about Andy and his girlfriend. This represents the concept of the music video: how the media can tear relationships apart and affect
people's lives.
Goodwin's Theory applied to: Katy Perry - 'Thinking of You'
Following Goodwin's Theory I
also analysed the music video to Katy Perry's 'Thinking Of You'. Being a solo
female artist, Katy Perry's music video demonstrates stereotypical genre characteristics. Katy Perry
presents a beautiful image (ie; flawless hair, makeup, complexion, figure)
which in itself is eye catching and would capture the attention of male and
female audiences - men being attracted to her and women wanting to be like her.
She also appears wearing attractive clothing throughout the video which also
attracts a lot of male attention and female admiration. Female music artists
tend to look flawless and fashionable in their music videos in order to promote
the song and the video.
The
narrative of the video visually illustrates the lyrics of the song. 'When I'm with him I am thinking of you' -
within the video many mid shots and close ups are used to display Perry's
unhappy facial expressions, which consequently tells the audience that she is
grieving over the loss of her partner and feels that her new partner isn't the
same. Simultaneously the visuals match
the music as the straight cuts and
scenes are in time with the music.
This
music video also demonstrates a voyeuristic
treatment of the female body as Perry is shown frequently wearing swimwear,
short skirts and dresses, and an open robe with stockings and suspenders. This
revealing clothing displays Perry’s body which attracts female
and male attention: again, males wanting her and females wanting to be her. This is
the exact purpose of voyeurism as it attracts as much attention as possible and
promotes the artist, their video and their song.
For the
style of the music video, I estimated it as:
-Performance – 40%
When Perry is in her bedroom
and at her dressing table singing.
-Narrative– 50%
The scenes shown of her and
her deceased boyfriend spending time together, when her deceased boyfriend is
killed in action at war, and her being unhappy with her current relationship.
-Concept– 10%
I think that this music video
is to emphasise to audiences how war can change lives and tear relationships
apart.
In conclusion, I believe that Goodwin's Theory would be evident in many pop music videos as it covers the basics of a successful music video that would tell an effective story and/or promote an artist or a song. Consequently, an artist's fanbase or target audience would appreciate and admire the music video and would relate to the artist.
Censorship within music or music videos is the removal of any communication that could be considered offensive or harmful. Offensive language in pop music can be removed in many ways, such as; blanking, beeping, repeating the word before, resampling, resinging, distorting, etc. Ofcom is the communications regulator. They ensure the UK has a wide range of electronic and high-speed communication services such as broadband. Another duty of theirs is to protect viewers from any harmful of offensive material. They try to avoid complaints by censoring anything that could be classed as offensive because they don’t want to tarnish their good reputation.
The music video to ‘F*** You’ by Cee Lo Green was banned from MTV in the US for its bad language. The music video consists of featuring kinetic typography, with the explicit lyrics of the song appearing on different colored backgrounds. The clean version of the music video contains re-shot footage which have been mixed with parts from the original video. This is noticable when Cee Lo is on screen and he is singing alternative lyrics, but he is not shown singing the clean lyrics in the chorus. Parts of the alternative video tend to freeze for a split second when a censored lyric is being mouthed to prevent the lips from being read. Due to the fact that it was noticeably clear through mouth movements what lyrics Cee Lo was implying, the music video was consequently banned.
Lady Gaga and Rihanna are two examples of artists who are responsible for releasing explicit music videos that have either been censored of banned from different music/music television networks. Lady Gaga’s music video to ‘Alejandro’ caused controversy due to her religious imagery. Part of Gaga’s music video consists of her dropping rosemary into her mouth while dressed as a nun. Katy Perry tweeted on the day of the video’s release "Using blasphemy as entertainment is as cheap as a comedian telling a far joke." As a result of the negative response to Gaga’s ‘Alejandro’, the music video was also banned from MTV in the US.
Rihanna is responsible for many controversial music videos such as ‘We Found Love’, ‘S&M’ (which was banned in eleven countries) and ‘Man Down’. The music video to ‘Man Down’ shocked audiences when it displayed graphic scenes of rape and murder. The video was immediately denounced as “sick” after it was aired for the first time on US network BET. The video received many parental complaints however, Rihanna defended the video by stating, "We just wanted to hone in on a very serious matter that people are afraid to address, especially if you've been victimised in this scenario." The music video was not banned.
Eminem Debate:
Artist: Eminem’s reason for using explicit lyrics in his song is to inform and emphasise to fans and other audiences about his hard life and tragic past. He also has strong opinions about certain subjects therefore feels that strong language will help him deliver his opinions and that censoring will tarnish that outcome.
Fans: The fans support Eminem’s bad language as they feel that he is simply expressing situations that many people can relate to. They believe that Eminem’s explicit lyrics are there to educate audiences and allow them to learn from his experiences.
Record Label: The record label consider censoring to be unnecessary as Eminem is one of the world’s best selling, Grammy-winning artists. He has achieved ten number-one albums and sold over 100 million records worldwide. The record label believe that people support him and his explicit songs therefore there is no need for censoring.
Parents:
For – Some parents believe that Eminem should have the freedom to compose lyrics that suit him whether they be explicit or not and that it is a parents’ responsibility to decide whether they want their children to listen to his music or not.
Against – Other parents feel that Eminem’s language is unacceptable as he is a role model for many children. They believe that his offensive language is intentional and that children could easily adopt his language.
AKA: AKA support Eminem’s language as his lyrics represent the true artist. They believe that he has built a specific image for himself and they wouldn’t want to tarnish that.
MTV: MTV are the first and most popular music television network in the US with a great reputation and large audiences that vary in age. They censor every piece of language that could be considered offensive as they do not want to ruin their immaculate reputation, offend audience members or lose viewers.
Conclusion:
My personal opinion is that music videos should be censored when shown on television. I think this because music television networks are used to promote music videos. They are still doing this by airing a censored version and without offending anybody. It is usually noticeable when a music video has been censored therefore if audience members are comfortable with explicit videos, then they can go online and watch the explicit version. This way audiences have the choice of watching censored or explicit music videos and nobody is consequently offended.
