Investigation into Narrative and Music Video

Music Video Promo's have long been an absolute key part of how to market music for the nearly forty years. The arrival of MTV in the 1980s and it's huge rise to prominence in the 90s mean that music can't be ignored. YouTube's ubiquitous presence on our computers and mobile phones now means that we can take music videos wherever we go.

PLEASE NOTE THAT YOU CANNOT CHOOSE THIS PROJECT IF YOU OPTED FOR THE MUSIC VIDEO PROJECT FOR THE AS COURSEWORK

Research Investigation

Whilst genre might seem like an obvious choice to study here, your investigation would really only be for a genre of music and would probably require a deeper analysis of things other than just Music Videos, such as marketing.

The narrative of Music Videos has evolved dramatically - long gone are the days of four floating heads singing Bohemiam Rhapsody, even Liam Gallagher leaning in at the camera gurning seems a little old fashioned. When there are millions of videos to watch - an artist has to make sure that they stand out from the crowd.

Many famous filmmakers started their careers by directing Music Videos; Spike Jonze and David Fincher to name just two. These are now considered to be two filmmakers which challenge and bend our perceptions of narrattive in movies - just as they did when directing promos.

You will need to look in depth at those that have written about formal narrative systems - and think carefully about whether they can be applied to Music Videos.

Remember that Narrative is much more than just about the plot. It is about structure and themes and perhaps most importantly - how the audience has been positioned.

Researching academic writing will be vital but you may find that you adapt theories that were originally written about film or TV or even advertising. Despite their abundance, music video' are not an area of media studies that has been widely tackled.

You will also need to think very carefully about which Music Videos you use as case studies. Do not just pick 'classics' or even old favourites. Find some that meet conventions but definitely also find some that challenge or intrigue. As aforementioned, music videos have moved well beyond simple 'performances', they've even skipped past simply telling a story. Some of them allow you to choose your own ending...

Please always label research with your name and: Music Video: Narrative

Media Product

You must direct, film and edit your own music video. Your idea must be original but at the same time you must show tat there are links between your Research Investigation and the product.

It must be clear that the narrative is well considered and interesting - the way that the video is shot and pieced together, as well as the way that the audience is positioned is fundamental to this task.

You will need to think carefully about the texts you used as case studies in your Research Investigation and take ideas and inspiration from them without simply copying them.

The video must look very professional. It must be filmed and edited competently. You will not be marked for performance or acting skills in anyway - but you should find performers that will take this job as seriously as you do. You will need a cast who are dependable and reliable - and above all, understand exactly what it is that you are trying to achieve.

As with any of the video based products, preparation is key. Whilst you will not be marked on pre-production sklls, I will expect you to go through a process of storyboarding and making shooting schedules befre you go on a shoot.

You must also be careful when selecting the track that you are making a video for. Here are some pointers that will help:

• Choose something that is about three minutes long
• Avoid well known songs
• Avoid tracks that already have videos
• Avoid just making a 'story of the lyrics' this is very cliched and out of date as you will find from your research.
• Drama is much easier to do well than comedy
• The video will not just be full of  'in jokes' that only you and your mates will get.

Done well this product can look fantastic and score high marks, done badly it will be boring and a waste.





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