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Music Videos Lesson 2

Convergence - The coming together of two previously separate media industries.

Benefits of Convergence:

- Means you can target a broader audience.
- Online Screening such as YouTube can reach wider audiences at any time
- Can attract very specific audiences
- Through convergence we can create a completely new art form

Synergy - Where the interconnectedness of media products leads to a result of more of the sum of its parts.

Younger audiences have more disposable income.

MTV was the original platform for music videos.

 Music Videos

 Backing Music
Smaller production cost
Watched when listening to music (often on YouTube)
May not have a specific genre
Lower expected levels of engagement
Shorter
Doesn't cost money to watch
Prioritises soundtrack over narrative
Relies on a song to exist prior to filming.
Relies more on intense visual effects.
Music videos are the adverts for a song.
Tends to have faster pace editing than films.

 Cinema

 Dialogue
Large production cost
Watched on big screen
Higher expected levels of engagement
Longer
Has a cost associated with watching it.
Prioritises narrative over soundtrack.
Music is included after film has been created.
Relies on less intense visual effects
Tends to have shorter pace editing than music videos.

Celebrity - A person who is widely recognised by the general public due to their presence in a media product. A person who has a value through reputation.

Celebrity can be used as a derogatory term.

Celebrities are role models.

Celebrities can give you a life objective.

Celebrities hold a significant amount of notoriety.

Somebody who is currently notorious may lose their celebrity status.

Lady gaga - Applause (Celebrity construction)

Producer is encoding the message put across in this video.

Constant close-ups and mid shots of her face.

Stage setting connotes performance

Adverts rely on celebrities a lot of the time to sell their products.

Metanarrative - A system of beliefs that help us make sense of the world.

Religion - Gives people many rules or suggestions on how to live our lives.

Science - Allows people to understand the world in a completely different way.

Celebrity metanarrative can provide us with the ideology of individuality an give us something to aspire to be.

Diegesis - in the world of the narrative

Diegetic Sound - Sound in the world of the narrative

Non-Diegetic Sound - Sound that is not in the world of the narrative

In music videos, the diegesis of the sound is not clear.

Post modern media product - A product that breaks the rules. To put across a deeper meaning

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