History of Music Videos, Monetisation and Budget

1920's
Bessie Smith ~ St. Louis Blues (1929)


What was innovative/important?
This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song.

How is it recognizable as a music video?
Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.

What technological or cultural change happened during this time?
At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old.

what I wrote
Music videos began in the 1930's, this music video is one of the earliest singer to date.
Bessie Smith was an American blue singer, who was nicknamed' the empress of the blues and was one of the most popular female blues singer of the 1920s and 1930.
A music video at this time was different to a modern day music video ,because it is in black and white. The conventions are similar to the post 2003's era,for example it has an live performance of a band with a cafe or restaurant which could imply that she is hosting the evening.
The video is panning  and around the room to show what the atmosphere is, which could imply that her song is attracting a certain audience. however it could be using multi camera and cuts as it keeps going from a wide shot of the location or a mid shot of her singing.
St Louis Blue is 1929 american two reel short film starring Bessie Smith, the early sound featured.

1930's
Batcat- Jetpack 1932
What was innovation/ important about this music video
Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the batcat-jetpack music video was animation and was first aircraft. This was recorded produced by gramophone.
Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.

How is this recognisable as a music video?
This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.

What technological or cultural change happened during this time?  
There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip synicing is being is being more occurred and live performces are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.    


Marilyn Monroe - Diamonds are a girls best-friend

This video incorporates colour and settings.
They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madona as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing i find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves arounds Marilyn.

Introduction:

Firstly, a music video is a type of hyper reality that is used to represent the artist and the video. Than can relate to the mood, music and theme. However in the history of music,  videos have changed overtime dramatically from the 1930s till now music videos have managed to adapt a new cultural and textual meanings to them. In music videos we also may find out that their image might of changed overtime. This is known as 'staging the artist'.

1940s- Nat King Cole/ Frim Fram Sauce

Moving on to the 1940s, a music video called' Frim Fram Sauce' was produced in 1945. This video has a clear difference compared to the previous one. In this music video there are many aspect that can be seen in this video as there are music videos to this date.

One aspect is voyeurism, generally refereed as the male and female 'gaze'. This is used as a gendered pleasure of cinema which means looking to gain sexual pleasure. In music videos today women are often sexualized. This is clearly illustrated in this music video. This makes it innovative because voyeurism is one of the main things that are generally included in music videos today. Furthermore, this was also another theory of Andrew Goodwin which may have led to the trend in music videos.

Another aspect of the music video is the fact that it uses a live performance. This means that the artist is included in the music video and is performing his own video live to the audience. This is another typical aspect of a music video ans something that you would expect to see it in nower days. In other words, we can also say that the artist is the star image. This means mainly focusing on the artist who is performing.

Moreover, this music video also uses intertexuality and a sense of hyper reality. The reason why it is hyper reality means having a sense of something that is not real but rather using a 'fake' image for promotional purposes. This also links to music videos that use it in the modern time. The fact of women gazing at him and women being sexualised.

Examples:

50 cent candy shop is an example of a modern music video that uses aspects such as hyper reality and voyeurism to promote his video.

1960s:

Beatles

In the 1960s we see a massive change in music videos as they start to use color. This is shown in the Beatles music video. From this music video they start to use editing techniques such as fades, cross dissolves. They also start to uses camera techniques like zoom to make it more dynamic and interesting. From the 1960s we now find that artists are using their music videos to promote themselves and set an image'.

1980s: The Buggles

By the 1980s things had changed and it was more about competitiveness as every artist from now would've had to have a music video to be in competition with other artists. This was innovative because the artists now start to focus on their image, personality and looks to maintain their image e.g. film stars. This is known as visualization an that music had become devalued as we focus more on the visuals rather than the actual song.

This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes.

This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.

The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels also came into existence so that music videos can also be played from it.

What was innovative/ Important?
this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.

How was it recognized as a music video?
It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.

What Technological/ cultural Change happened in this time?Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience. 

Music videos were first invented in the early years 1930’s. Visuals were not a new thing for people as there were many films realized by this time. A music video is a short film or a video that can sometimes have a narrative, a music video is used to go with the song. One of the very first music videos that were invented featured singer Bessie Smith in a two- reel short film. This mainly a performance with the artist and a live band. Which has then been used in the post modern era(1980's till now). Another music video that involves a performance is Nat King Cole Frim Fram sauce. This also involes sexuliation of women due to the fact in the video it focuses on the ladies legs. Compared to today this is a mild version of what we see in music videos.   

This is reflected into the music videos that were made in the 1990's to the 2000's. For instance in this video of Britney Spears in her biggest hit 'Baby hit me one more time' it is a young girl wearing clothes that would be deemed as being overly sexualized at the time would make this music video very controversial due to the fact that you would not see young girls dressed in provocative clothing in the hallways dancing. This also gives us a sense of Hyper- reality as this is something that typically happens in a school.

The boy is mine is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.

It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.

Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise  the characters in order to sell the music.  

They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.

Whitney Huston- I will always love you

This involves intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.

Early 2000s:

Brittany Spears:

By the early 2000s artists who were also seen as film stars were now focusing on their image. The term female 'gaze' comes into place as women are becoming more sexualised. The reason behind this was because times have changed and the birth of MTV meant that visuals were more important rather than looks. This music video is innovative because it uses the image of school girl who is sexualised in school. This brings devalue to the music video.

2003- Post modernism

By 2003 the big 'cut- off' occurred which meant that if you did not have a music video or an image you do not matter within the modern period of music videos. The music played today is known as post modernism in which music videos become more modern  and still follow many conventions such as lip sync, montage edits, choreography, and creating an image for the artist. Music videos were also never shot in one take unless they were trying to break those conventions.

post 2003's era- hw

 
The lyrically the song reflect moods and emotion that surround anxiety and confusion.    

The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.

This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.

 In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.

This could suggest that her safe is at risk and she may self risk if she is not watched at all times.

The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.

the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.

Tamaria

Lady Gaga- Marry the night

There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.

During to the post 2003 era, music video are more important than the song because it

 is the music video convey the singer's public image ,but also the video is an narrative which  can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.

Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.

In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.

  
A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.

 

Daniel s
psy-gangman style
 it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.

the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal.
the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure.

What was important/innovative?

The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.

How it is recognized as a music video?

This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.

What technological or cultural change happened during this time?

In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track .

How music videos are Monitised

Method A: Youtube

Method B: Product Placement

Youtube:

There are many ways to monitise a music video, using Youtube is one of them. Youtube is global and world wide, meaning that when a music video is put on there, then anyone can see it.  By placing it on Youtube, it immediately makes the video global and when it gains further popularity, it will become viral.

As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.

For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.

This is the amount of views the video gained.
The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.

This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.
This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.

Product Placement:
Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.

It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.

• Monitisation:

Refers to the giving of permission to authorise advertisement to be present in your music videos in which you will be charged for. An example is Youtube, YouTube charges advitiser for the advertisement while they share the fees with you, this allows you to make more money in your pocket. however it has some bad points to it as if you add adverts to your video it's more likely to steal, distract and make your consumers sway away from your video causing you to lose consumers and money.
So if you decide to have adverts present in your music video your likely to make $2 per 1,000 views on YouTube.

examples:

This music video by PSY - Gangnam style went viral due to the song and accompanying music video that gather a huge amount of views. This what you have to do to find out how much the record label he is signed to earned and how much the artist himself earned: 

2,646,913,867 divide 1,000 x 2 = 5,293,827.734

(this sum shows how much the Universal music group the label he's was signed to earned from the YouTube views while on the other hand the artist PSY will get 10% of that cut.

This is all because the visual side of the music video is more appreciated more than the actual song as music has become devalued.

In this image it shows an ad (advertising google) that appeared when i started watching the video which like i said will cost $2 per 1,000 views.
Because Youtube is worldwide it allows music videos when uploaded to be seen all over the world giving the video a wide/broad audience gaining the music video and the artist more awareness and popularity. Therefore the more known and viral the video goes it makes more money for the record label and the artist gaining more money in there pockets.

• product placement: 

Product Placement is designed to sell and promote the products of the individual companies in which is usually embedded into a music video. Product placement is basically seen everywhere not just in music videos but on TV, billboards, newspapers, magazines etc. Its known as an advertising technique used by companies to insure the promotion of their own products allowing more awareness of that product.
However there is also another type of Product Placement called:

• Paid Product Placement:

Paid product Placement is when your are given an incentive (money) for you to mention that companies product or brand into your music video, Tv show, film etc...

An example of Product Placement:

In this music video the product placement= is beats which has clearly been placed to advertise the beats pill xl

An example of Paid Product Placement:
In the beginning you have the artist talking about her new sony phone and giving hints to how good it is or some interesting features it has to it.



Monetising Music Videos

Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.



Product placement is often used to monetise music videos, this is where big company (such as beats) may pay the artist to have their product in the music video, for example beats headphones is a Miley Cyrus video. This is done because they know that the video will generally bring in big views and it is a good chance to subtly promote their product without being too full on and having to spend mass amounts of money on actual adverts.
It creates more awareness of the product meaning that is not only used in music videos but other media outlets/platforms as well such as news papers, billboards and TV adverts.

In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.

Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.

This is why viral videos are often most successful because they generate views and often have annotations to link them to the artists product, so they have two different sources of income from the video.
An example of this would be Pharrell Happy as it went viral and had 886,126,725 views and also had product placement from beats in the video.