This Song by Avril Lavigne is to the remake of the new Alice in Wonderland. So in the music video it involvesclips from the film also.In the video it shows Avril pretending to be Alice also by falling down the whole and ending up in the 'Wonderland'. So the fact she is running through the forest not knowing where she is, is interpreting Alice's actions. the music videos cuts at times where it looks like Avril is also in the same place as Alice at the same time, so it looks like she is actually in the movie too. The video is very still at the song where it shows Avril lip-syncing at the camera to the lyrics but when the music kicks in that's when the movement becomes more often and that's when she starts to run.
Representation
Avril Lavigne as she is the only one in the video is shown a lot. She is represented as a attractive female but exactly a girly girl, as even when she isn't in the costume she is dressed tom boyish and then when in the dress, its black and very dull therefore not your everyday girl. She wears this dress because its similar to Alice's in the film but its got a touch of Avril in it also, so she hasn't copied it completely. she also has blonder hair which is similar to Alice's but she has black underneath hers which is unusual, this shows she is alternative/ pop genre. The facial expressions she pulls in the music video are very serious and this goes along with what she is acting out as she is lost and confused.
Audience The target audience for this film would be people that are fans of Avril Lavigne, which are mainly teenagers both females and males as girls may see her as their role model but then boys may like her because they find her attractive. People who are interested in the new film which are mainly younger adults but with teenagers too would be the audience. The audience would also be interested in other alternative rock/ pop artist or bands also like Paramore and You Me at Six. These people are also likely to dress just like Avril Lavigne and be into that kind of style. they probably like to listen to MTV rocks and read Kerrang! magazines because they involve artists and bands from that particular genre. They would often use YouTube and Twitter to watch a lot of the music videos and find out more about these artist and bands.
Institution
Nettwerk Records is Avril Lavigne' record label and the film Alice in wonderland was made by Walt Disney Pictures. The purpose of the music video was to advertise the film more and then gain more viewers because they liked the fact that Paramore have a song that's featured in it and then encouraged people to buy the soundtrack. The song was also added on to Avril Lavigne's latest album which is called 'Goodbye Lullaby'. This was people who liked them film then would buy Avril Lavignes album and she would become more well known and gain more fans.
Movement plays a big part in music videos, whether this is the camera physically moving in time with the song or the people in the video dancing or moving in time with the music also. By having their movement in a music video it compliments the song because everything matches with each other. if a song fast, music videos usually have a lot of cuts to emphasise the madness of it, in contrast to slower songs, it will have less cuts and show the calmness so it links with the song. for example, Nicki Minaj's song 'Superbase' is very upbeat with a lot of cuts so the movement fits in with the song.
Narrative Not all videos have narrative but a fair few do. The story line may relate to what's going on in the music video and try to illustrate what's going on or it could give us additional information along side the video. An example of this is Enrique Iglesias song 'Hero', through out the video its a short story, showing us that they start of happy together and then it slowly goes down hill and ends up with him dying, but the video is showing us how and why it happens.
Band/ artists
Music videos usually involve the band or artist who are singing the song because this makes people want to watch it more because they like to see how they are dressed and if they look any different. It also helps their product to be sold. They are usually lip-syncing their song and in case of a band they're playing their instruments. If the artists isn't singing they are featured in the video acting as character, or the video may feature both them singing and acting. for example, in Lana Del Rey 'National anthem' video it shows her acting but occasionally showing her singing to her song. The lyrics are also linked to what she is acting out. However the band or artist could also change themselves into a cartoon character for their video, so they represented in some other way.
Intertextuality Music videos are very good at showing the audience what genre they are going for, this allows it to be possible for producers to play with the conventions by making references to the genre in the music video, this is what they call Intertextuality. Some references in videos can be very obvious to spot by some band copying scenes from another pop bands video. Then others can be more obscure. an example of this is Blink 182 copy scenes from another pop bands video Back Street Boys video I Want It That Way. An example of the obscure ones is My chemical Romance's Teenagers reminiscent of the cheerleaders in the video Smells Like Teen Spirit by Nirvana.
Selling products and the song they have featured in the video is the main purpose of a music video. other connected products are also marketed by a music video too which is equally important. These connected products are things like the album the song is featured on, also the film that the song may be featured on. Also merchandise, for example, t-shirts, pens and other stuff like that. music videos are a type of marketing that allows the audience to understand the song that goes with the video, it allows us to 'get' it. Showing the audience their products through the digital age, they had no problems at all. Songs would have certain times and days where they would be shown, these were approved by the record company such as on weekly television chart countdown shows like Top of the Pops. The development of media technology then allowed music videos to be shown at any time. Videos could be put up onto YouTube and people could access this from their phone and watch whatever they wanted whenever they wanted, it was very easy.
Most record companies fought on having their music videos put up online and attempted to prosecute the people they found who illegally uploaded their videos. They not long after realised that trying to do this to people that uploaded their videos was very time consuming and expensive, so then they decided they would allow their artists music video to be allowed online but under controlled conditions. Sony BMG have a YouTube channel and they allow their songs to then be transferred to ITunes which people could then download legally. Vevo was launched in America also by three big record companies which are called Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, this site is specifically for music videos. Vevo is syndicated with YouTube in the UK.
Lana Del Rey- Ride Music
videos demonstrate genre characteristics
The genre of this music video is soul pop. The whole video is actually a short story from Lana's life. So she creates it in a way the audience can understand it the best they can. The story is played for three minutes at the beginning and then the song opens with an audible inhalation, before Lana sings out and is on stage. Throughout the whole video it has Lana singing on stage but repetitively goes back to the story she is telling. The clothing that she wears in this video fits in with where it is set which is in America and it part of the video she is wrapped up in an American flag. Also when she is on the open road, where it looks like a desert sort of place, she is wearing cowboy like clothes. The video focuses on this single not on the whole album itself as the whole album is her telling all different parts of her life not just one certain one. The beat of this song is very mellow, it doesn't necessarily have an upbeat tempo or a very slow one, its soothing and relaxing.
Relationship
between lyrics and visuals
A lot of the lyrics in Ride, they relates to what's actually happening in the video. She also does actions when she's singing on stage, to what she is singing. For example, one of the lyrics she says is 'That's the way the road dogs do it – ride 'til dark' and at this point she pulls the rock and roll sing with her hands as this is what type of men are featured in her video, so it links together. Also as the song is called Ride it says that word a lot, when the chorus comes on it shows her riding on the road on the back of the mans motorbike, this creates a really good relationship between the lyrics and the visuals. she also says 'I've got a war in my mind' whilst she sings this she points the gun up to her head which is very powerful and links to the lyrics very strongly. I think the lyrics and the visuals link nearly in every part of this music video is because of the fact it is a story and if it didn't link it, the story she is trying to tell wouldn't make any sense.
Relationship between music and visuals In this music video, the music and visuals also work well together. At the beginning Lana is swinging on a rope in the middle of nowhere, the music is just one tune that goes very well with how she is swinging, then when the music proper kicks in the story begins. The clips where she is singing on the stage she lip sings to the lyrics. During the verses, the camera shots are much slower and more long-winded, then when it goes to the chorus, as the music speeds up a little, so does the camera shots. The camera movements are also in time with the music rhythm, a good example of this is just when the music is about to kick in and is just a continuous tune the camera follows up the mike until it meets with Lana's face in sync with the music. Record label In the Ride music video, they use a lot of closeups on Lana's face, this is so male and female audiences can gaze on her and actually get to see what she really looks like. Throughout her music videos she seems to have a reoccurring motif which is for her; love and death. This is why her videos become so popular because she portrays them in a beautiful way and not the original way some singers do, she tells it in her own way and that's how she became so famous.
Reference to notion of looking In the video, it shows how popular Lana Del Rey is because, she has only just met these men on the road and they seem like they have fallen in love with her, as she has them. They make her feel free and this is what she wants, so in all the clips it shows them being affectionate towards her and it shows the audience, how easy it is to love her. In some of the clips, it has parts of Lana where she isn't wearing much, and bends over the balcony in a very short white dress, this makes people, particularly males, want to watch her videos because they like that sort of thing. One scene in the video, also indicates that her and the man have sex, but don't show it explicitly they just indicate it by her bending over on a pinball machine with the man behind her, if people hear about this, this is one of the parts that make people want to watch it because they want to see if it is true or not. It also shows her singing on the stage alone, which means everyone will have their eyes on her, because there is nothing else going on, its all focusing on her. Inter-textual reference
It uses a lot of inter- textual references, as it is a short film, at the beginning of the film it says 'RIDE' in capital letters, so introducing the song straight away and letting everybody know what it is called. Once the music video has ended it then has credits appear at the end, with the actors names and who plays who, so like a real film would have. It also tells us who directed it and the designers, it also lets the audience know who it is presented by. Lana says that her influences for things that she adds into her music videos are Elvis Presley, Bob Dylan and other older singers.
A music video is a song otherwise known as a short film which is produced for artistic purposes and it is a song and imagery combining together, to therefore make a music video.
The first song that was considered to be the first music video is Queen's "Bohemian Rhapsody' because it was directed and edited for that purpose which was for artistic purposes. many of the music videos that were shot first, were mainly from bands and not individual artists.
In the late 1950's, a visual jukebox was invented and then short films were then produced by French artists. Then in the early 60's, they actually started to pre-record their audio for the films, they usually went on location and taped a variety of clips with the singer lip
singing and then edit the audio and video together. The majority of music videos back in them years taped their videos on stage.
Also, a lot of the videos in the early years were shot in black and white, for example The Beatles 'A hard days night'. It was later on in the 60's that they started to introduce colour into their music videos.
In 1974, This is when music television really came alive. It started in /Australia where they really wanted to start getting music videos known around the world and show the importance of them. in 1974 DJ Grahma Webb intrtoduded an new show called Sounds Unlimited which was a teen-orientated show, this was where new or known acts could play their music. They then relocated to the UK for British pop bands and this is when they didscovered The Buggles and their music video 'Video killed the radio star' was the first music video played on MTV in 1981. After this music video was aired, this then started a new era of having a music show that was played 24-hours, everyday.
It was then in the mid 80's where people started to really experiment and explore the form of and style of the genre. so they used more sophisticated effects in their music videos. They even then thought about adding a story or a plot, so their videos had a story to them and they became more interesting. They occasionally didn't even add in the singer to the video, this was rare though in them days because they would usually be seen in the video because their videos were intended to promote the artist, for example, Bruce Springsteen 'Atlantic city' and Duran Duran's music video ' The Chauffeur'. Then Prince's 'Sign o' the times' music video only included the lyrics to the song.
One of the most successful and iconic music videos that was made in 1983 was Michael Jackson's 'Thriller'. This was released as a 14 minute video. It had set new standards in music production along with his earlier videos such as 'Billie Jean' and 'Beat it' , costing over $500.000 to film. They say that Thriller was a 'mini movie that revolutionised music videos' and that it is the most watched video in the world.
Another important development in music history was when the launch of The Chart Show happened, this was a program that was full of just music videos without any presenters so people could just watch music videos over and over without interruptions.
Website
A website is an on-line site that has information on a certain topic that the website is based on. Websites can also show the audience what they have to offer and this then helps increase their sales. websites can offer something new to clients or offer something extra to customers that already know about their website. in our case bands have websites to keep their fans updated on what they have been doing, they also have new merchandise what they sell on their website. their websites also include their gallery of pictures and all of their songs so people can listen to them and watch all their videos. They also have a fan page where people can write comments to the band or artist, so they can ask them things about what they might be doing or just give them comments on what they think about them.
Digipak The main purpose of a digipak for a band is that it promotes an album and shows everyone the content that is on the album. The digipak should be eye catching too, the more eye-catching it is, the more people will see it and potentially buy it. the digipak should be something that links with the band or artist, whether its to do with one of their songs or a symbol that they may have to represent them. The digipak should use pictures and messages to entice people to them and make people realise is that specific band. Another purpose of a digipak is to only attract their fans but to appeal to a wider audience so they become more know and therefore sell more. Inside of the digipak should include additional advertisements, booklets and posters about that band so the fans will appreciate this more.
A definition for a promo music video is a song and imagery which is produced for a promotional purpose. The main purposes of a music video is to sell the song and create a reaction so it leaves the audience remembering the song, a music video will also help the listener remember the song as it can have a story to it and be narrative . It is also to entertain the audience and so the artist/ band can show of their skills which may be singing or playing and instrument. Another main purpose is to see their CD's to viewers, so people can listen to the music they have created whenever they want to. On the marketing side, the band or artist main focus is the exposure and expansion of themselves, so they grow and be more well known around the world.
A promotion package for the release of an album, to include a music promo video, a website homepage for the band/artist and a cover for its release as a part of a digipak. (CD/DVD package)
Nettwerk Records is Avril Lavigne' record label and the film Alice in wonderland was made by Walt Disney Pictures. The purpose of the music video was to advertise the film more and then gain more viewers because they liked the fact that Paramore have a song that's featured in it and then encouraged people to buy the soundtrack. The song was also added on to Avril Lavigne's latest album which is called 'Goodbye Lullaby'. This was people who liked them film then would buy Avril Lavignes album and she would become more well known and gain more fans.
