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The Music Industry

By CandiMedia Set 4 | Published Thursday, 11 October 2012

The Music Industry structure in split into two;

Mainstream

The 'majors' in the industry
Large organisations
High production values
Saturate markets

Independent

The 'minors'
Small organisations
'Niche' (genre specific) markets
Operates independently to mainstream/major labels

Over the past 10 years the Music Industry has changed a lot.

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I looked at Poppy Power's Video, i wasn't able to embed video as I couldn't find the code but anyway.. I was really impressed with the video, the editing was good, the costumes, make-up and settings were also great. You can tell they had planned it very well and made good use of filming. They had a huge amount of base tracks, therefore we wasn't seeing the same shot all the time, each shot was different and unique in it own way. Her performance was really good, you can tell she was very confident with it. I like how they have film in different locations, and used different technologies to achieve a certain effect, i like how they used the projector and projected images and patterns over her. I noticed there was a tiny part where the lip synch wasn't in synch with the song, however it was hardly noticeable, apart from that everything was really really good!

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Laura Mulvey's Theory

By CandiMedia Set 4

Laura Mulvey is a British feminist film theorist. Here is a quote taken forma speech she made in 1992;

'In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determine male gaze projects its fantasy onto the female figure which is styled accordingly'

Mulvey also stated that there are two roles for women:

The Madonna - women who are represented as the object of reverence, symbolise purity and genrally wear white.
The Whore - female characters that are shown as sexual objects to be desired and have a promiscuous attitude.

So what she's trying to say is that due to the differences in power between men and woman, and roles such as; cameramen, producers, writers are taken by men in which women are represented reflects the male point of view and their personal ideas about how women should look. This makes the male active and the female passive.

Below will I be analysing the representations of gender;

Dizzee Rascal - Holiday

Straight away once the video starts there are close-ups and cutaways of the female body parts dismembering, tilts which reflect the men looking up and down and some also in slow motion, this emphasises the the female body in a provocative way in which satisfies most male audience. Also the ratio of women to men in the video is about 5:50

There isnt much MES, except the video is set in a very large villa, surrounded my women in tiny bikinis showing obsessive fless, whereas the men are all covered up.

Overall the video consists of many jump cuts, close-ups and slow motion shots of of the female body, and you can easily tell within the video that the men are superior to the women, the women are seen more as objects, although they do not show any signs of anything against it, they seem to like and enjoy the male gaze.

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Carol Vernallis's Theory

By CandiMedia Set 4

Carol Vernallis studied editing and camerawork closely in music videos, she pointed out that edits within a music video come along a lot more often compared to films, as they're editing to the beat of the song.

Here are the main points of the observations;

The usual rules of 'continuity' editing are broken in order to draw attention to what is on screen
Edits may be obvious to draw attention to themselves
Jump cuts are often used
A base track is frequently used to give the video a structure
The camera may move in time with the music

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Andrew Goodwin's Theory

By CandiMedia Set 4

Goodwin states that traditional narrative does not apply to pop videos, as pop videos approach narrative from a different angle in comparison to novels and films. The reasons for so are:

Pop videos are built around songs – and usually songs do not follow the traditional narrative structures (normality – problem – resolution)
The artist plays both the narrator and character within the pop video
The singer often looks directly at the camera, this enhances the performance and the audience in more involved

Pop videos rely on repetition. Images within the video appear repeatedly just as the chorus and lines is sung repeatedly. The video itself will be shown repeatedly on TV and the song will be repeatedly played on the radio. As a result we will be hearing the song or seeing the video repeatedly and therefore it will be familiar to us, due to the constant repetition.

Some videos are autonomous, which gives you the power to do your own thing (for example; Lady Gaga’s – Telephone). Some video’s offer a visual pleasure that encourages repeated viewing and promotes the music at the same time. Whereas some videos might also be promoting other medias such as films.

Overall there are three types of relations between songs and videos: