Music Industry:

Music Collection:

- Fore most of the 20th century record companies made money by selling a tangible product, e.g. a vinyl disc or a CD. Therefore, you owned music by having a disc collection.

Changing technology:

- With the increased use and developement of the internet, the music industry has had to adapt as CD sales are falling each year. The 'product' is now bought online as a single or an album and exists only as an item on an iPod, mobile phone or computer.

HMV Vs Itunes

- Chief executive Simon Fox said that within three years technology would become its single biggest product category ahead of both CD and DVD.

De-commodification:

-A commodification always depends for its status and its value on its relative scarcity; once the reproduction and distribution of that commodity becomes effectively free, then it necessarily loses that value and that status.

Post- Modernism:

The Term "post modern" is used to refer to the period of music history that followed the modern period. Historians argue about when the post modern period originated with some saying it was in the 1930's, Whilst, others argue that it was the 1960's. Post-Modernism in music is a period of time in which a variety of new and creative music emerged into the industry which changed peoples perception of this expressive form of art.

In the 1980's the postmodernism period centred around image as artists wore more extravagant  and bold clothes in order to adhere to their image. Post-modernism was brought into the public eye by 

In the 1980’s postmodernism became a radical movement; everything became a statement with image being everything. This phases of post modernism included music and magazines as the post-punk subculture used cutting edge graphics in music videos. Music brought post-modernism to the public as celebrities such as Grace Jones and David Byrne used exaggeration to fashion their public identities. Grace Jones’ maternity dress created by Jean-Paul Goude and Antonio Lopez celebrated postmodernism with its angular fluorescent design. Other celebrities such as Boy George and Madonna also took ideas from postmodernism.

Postmodern music can be classed as different things such as music of the postmodern era, or music that follows aesthetic and philosophical trends of postmodernism. Postmodernism formed in reaction to the ideals and thoughts of modernism. Because of this, postmodern music is mostly defined in opposition to modernist music. One of the biggest examples of postmodern influence was in classical music in the 1960’s this came along with the advent of musical minimalism. Composers such as Terry Riley, Krzysztof Penderecki, György Ligeti, Henryk Górecki, Bradley Joseph, John Adams, George Crumb, Steve Reich, Philip Glass, Michael Nyman, and Lou Harrison reacted to the perceived elitism. By producing music with simple textures and relatively consonant harmonies, whilst others, most notably John Cage challenged the narratives of beauty and objectivity common to Modernism. Another significant emergence of postmodern music in popular music occurred in the late 1960s with influences in psychedelic rock and one or more of the later Beatles albums.

Many postmodern pieces of music borrow artistic elements from a multitude of sources. Some musicians can even have goals of redefining the criteria for initially assigning music its artistic value. One piece of postmodern music can be written in several styles from contrasting cultures. It can also have changing major and minor keys as well as unusual lyrics or sound effects. Instruments used for this music genre are quite varied, and postmodern musicians often embrace technology as a medium for their work.

Although postmodernism music generally refers to classical music, it also has shown major influences in popular music and other genres, such artists that show these influences are:

-David Bowie         -Sex Pistols    -Talking Heads     -Jimi Hendrix
-Michael Jackson   -Madonna       -The Beatles

Andrew Goodwins Theory:

Goodwin's Music Video Theory:

Andrew Goodwin writing in 'Dancing in the Distraction Factory'. (Routledge, 1992) 

1) Music videos demonstrate genre characteristics 
2) There is a relationship between lyrics and visuals 
3) There is a relationship between music and visuals - largely to do with editing
4) The demands of the record label will include the need for lots of close ups of artists and the artist may develop motifs which recur across their work - a visual style
5) There is frequently reference to notion of looking (screens within screens) and particularly voyeuristic treatment of the female body
6) There is often an intertextual reference - to films, tv programmes, etc. 

Reference for intertextuality: Orange's advert featuring Snoop Dogg - references the film and music industry


The XX 'On Hold' Music Video:

The music video for 'On Hold' by the xx is conventional to the Goodwin theory to an extent. The video begins by introducing the characters and settings through close ups and wide shots. There is dialogue initially to introduce the narrative and the most obvious meaning of the song which is a phone call being put on hold. There is a pan and then it cuts and the lead singer appears in frame on a pay phone. Throughout the song it cuts between the characters and the actual performers. The performers are not heavily focused on. However, they do still feature a lot within the video. The variation between their age and the characters age allows the audience to identify them as the star image and shows that they are re-capping on past events within their teenage years. The music and visuals are parallel as they work and make sense together. They tell the story of a young relationship that initially appears fun and exciting but eventually ends up breaking down to the point where the people no longer speak.

History of Music Videos:

A music video is a short film or video that goes along with a form of music, generally the song. They are often referred to as promotion videos since they are a form of promotion for the artist. The use of music videos have drastically changed over the years. initially they tended to be either a filmed live performance or a very simplistic music video with low production values. However, as technology has improved, the standards and production values have increased to what it is today.

1965's  Bob Dylan "Subterranean Homesick Blues"

Bob Dylans, Subterranean Homesick Blues is an example of one of the first well known music video. It was filmed as a section for a film 'Don't look back' The music video is shot in black and while and features a young boy with flashcards holding the lyrics on them. The video is shot without cuts. Therefore, being one long take. Moreover, at points the boy falls slow with the flashcards and has to increase his pace of moving them to catch up.

Modern Era of Music Video:

in the 1970's Top Of the Pops became an important form of promotion within the UK. It created an increase in competition between artists and bands as there were limits on the amount of music videos the show could use. Therefore, a good video would increase the sales and viewers would hope to see the video again the following week.

1970's Queens 'Bohemian Rhapsody" 

Queens 'Bohemium Rhapsody started a whole new era for using music videos as promos. It was one of the first music videos that was innovative and more explorative with its use of visual effects and transitions from one shot to another. This music video marked the start of the modern era and influenced many music videos to come inspiring artists to be more experimental and creative with their music promos.

Technical Codes:

Technical codes:

Cinematography -

For majority of music videos, the camera movements tend to follow the performer an example of this would be in the music video for bittersweet symphony by the verve, the lead singer is followed while he is walking. There is also a lot of close up's that feature within the music videos, this is mostly due to the size of the screen However, it helps to connect the audience with the artist and creates a sense of intimacy whilst also associating an image to the artist while they are lip singing to the song. depending on the genre of music the editing and pace varies. fore example house music is very upbeat therefore it is more like to have faster paced cuts where as ballad music would have a slower pace. Generally the artist's choose to feature within their music video. However, some choose a more creative approach and have a character or story played out within the song. An example of this could be 'All I want' by  Kodaline.

Editing  - 

- The most common form of editing associated with the music promo is the fast out montage, rendering many of the images - impossible to grasp on the first viewing, thus ensuring multiple viewing.- There are videos which use slow pace and gentler transitions to establish mood. This is particularly apparent for the walk of many female solo artists; as they have a broader audience appeal.


The Verve- Bittersweet Symphony:

Specification:

1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options: a website homepage for the band; a digipak for the album’s release; a magazine advertisement for the digipak.