Intertextuality is the shaping of texts' meanings by other texts.
Since cinema was invented it created the ability to bring songs and music to life.
Advances in technology have transformed the music video into what it is today.
Suprisingly, music videos have been around since the 1920's.
Many Jazz musicians of the time, such as Bessie Smith; british jazz, made short films to accompany popular songs. They were hand held and in black and white back in the day.
In 1970, the record industry discovered TV shows as a great opportunity to promote their artists.
They focus on producing short "Promos", early music videos which started to replace the live performance of the artist on the TV stage.
In 1975, 'Bohemian Rhapsody' was a groundbreaking video released by Queen. It marked the beginning of the video era and set the language for the modern music video. The video is considered one of the first to use advanced visual effects.
Goodwin identified a number of key features which distinguish the music video as a form. I have numbered these, and in colour, have written underneath how i plan to use or not use these principles and why.
1. Music videos demonstrate genre characteristics - e.g. stage performance in metal video, dance routine for boy/girl band.
We will include genre characteristics of a female electropop artist by using voyeurism.
Below is the video for 'Biology' by 'Girls Aloud', which is a good example of genre characteristics for a girl band, using voyeurism and dance routines:
2. There is a relationship between lyrics and visuals- either illustrative, amplifying, contradicting. We will illustrate the lyrics at some points such as the first few lines 'I'm just a girl' 'Your just a boy', where we plan to film a girl and a boy. 'this is my heart' is another line we have planned to illustrate; we want to use a giant heart and have the artist curled/posing around it to make the listener aware of the lyric more. For the line, 'right down to my shoes', we will film lots of pairs of heels walking towards the camera and then speed them up so it looks like the shoes are changing as she walks.
Below is the video 'Last Christmas' by 'Wham', which is an example of an 'illustrative' music video. For example, on the lyrics, 'I wrapped it up and sent it', someone walks by with a parcel. On the lyrics 'Crowded room, friends with tired eyes', there is a room full of people looking tired, and on the lyrics, 'if you kiss me now', a man kisses a woman on the cheek.
3. There is a relationship between music and visuals- either illustrative, amplifying, contradicting. Some of the beats in the music we plan to use to cut between camera angles/ shots, such as after the line 'its not a toy', there are 3 beats, where we plan to cut between camera angles 3 times on those beats.
Below is the music video for 'Te Amo' by 'Rihanna' which is a really good example of how music videos amplify the music and visuals; almost every beat in the song cuts to another scene. There is also lots of voyeurism used in this video with regards to the female body.
4. The demands of the record label will include the need for lots of close ups of the artist and the artist might develop motifs which recur across their work- a visual style. Yes we plan to use lots of close ups of the artist; her face, eyes, lips, and fragmented body parts such as legs, shoes, etc.
There are lots of close ups for many artists in their music videos, here is an example with 'Can't be tamed' by Miley Cyrus:
5. There is frequently reference to notion of looking- screens within screens, mirrors, telescopes etc- and particularly voyeuristic treatment of the female body.
We will be using voyeurism a lot in our video, as our artist often wears revealing clothes and heavy makeup to fit her genre. Our artist will make a lot of eye contact with the camera. We also plan to use a lot of mirrors and filming the artist looking in the camera through the mirror.
This video below of Britney Spears' video 'Sometimes', which demonstrates well the notion of looking; there is use of telescopes and looking into the camera. There is not a particularly voyeuristic treatment of the female body in this body, but it could have been when it was released; showing stomach, legs etc.
6. There is often intertextual reference- to films, tv programmes, other music videos etc. We plan to intertextually reference to the book 'Alice in Wonderland' for the 'mad tea party' scene and the 'looking glass' scene. We also plan to use quotes from Bo Peep from the film 'Toy Story', and we have also gained ideas from the film 'Chicago'. I will post later all the ideas we have got from other music videos.
There are lots of intertextual references to the film 'The Little Mermaid' in Ashley Tisdale's video for 'Kiss the Girl'.
Bonus Track from the albulm "I am... Sasha Fierce"
Directed by 'Melina', who also directed Rhinanna's 'Rude Boy' and Lady Gaga's 'Just Dance'.
Beyonce has a large fanbase, and I feel she connected with all of them in this video; for her homosexual fanbase she appears as the icon, women are able to perhaps connect with her and the lyrics, and her provocative dress attracts the male fanbase.
The content of this video features Beyonce dressed as a 50's housewife. It has an old school, retro and in some parts old hollywood glam feel to it, enabled with the vintage visuals. It is about a woman who feels she does everything for her husband but he doesn't appreciate/ love her.
There are fragmented clips of Beyonce doing various household chores such as cleaning, cooking, mending etc. by herself, which enforces the lyrics; 'I don't ask no-one to help me out'.
Therefore the video connects with the lyrics using Goodwin's principles; the woman does everything around the house but her man still doesn't love her. I would say this was done illustratively.
The camera used has the effect of an old, grainy film- this reflects the time the video is set and what technology was like then. The cuts are straight, so as not to distract attention from the rather rough zooms, which again give the feeling of nostalgia, old films and perhaps home-made, hand held shots to further enforce the lyrics of doing things by herself; even the video was shot by her it appears. There are a variety of shots which appear quite quickly, which follows the pace of the music.
Beyonce is the only person in this video which shows she uses herself and her image to promote her music, using her body in slightly vouyeristic ways to attract further attention.
The video includes a variety of locations, such as in the bath, by the car, in the garden, in the kitchin and generally in a house. This may be because she wants to demonstrate how much the character in the video she plays, B.B. Homemaker does for her husband.
There is quite a lot of references to the notion of looking; Beyonce looks into the camera through most of the video to make a connection with her audience and make it clear she is the artist.
I think the video is based mainly on performance, demonstrated by the clips of her on the stage with the stars behind her, implying she is the star of the video, and the last clip where the light dims out on her as if she were performing at a theatre and putting on a show for people.
2. Eliza Doolittle- "Pack Up"
Track 11 of her self titled album "Eliza Doolittle"
The genre is pop, mixed with nostalgic rhythms.
The content is filmed in Jamacia, and consists of settings including; countryside, woods, beach, fields, a 'retro' bus, a shabby town, an old disco hall, and a dressing room. Everyone is dressed relaxed in the video which enhances the carefree atmosphere and the old school dancing.
The relationship between lyrics and visuals
There is a relationship between the lyrics and the visuals as the lyrics 'pack up' are visually demonstrated when Eliza jumps out of the suitcase; perhaps illustrating how she isn't afraid to let her 'troubles' be on show instead of 'packing' them away. Often when the lyrics are heard, you also visually see the artist sing them as well.
The relationship between music and visuals
Often, when the artist finishes her sentence of lyrics, or there is a main beat in the song, the camera will cut to a different scene/angle. The instruments heard in the song are featured at one point in the 'disco'. Background noises also become explained; such as the motorbike noise.
Are there close ups of the artist and star image motifs?
I didn't notice any star image motifs; perhaps the artist hasn't established herself fully enough to have one. However, one could argue that her trademark is sampling songs in her songs, as her other top hit, 'skinny genes' sampled another song as well. There are plenty of close ups of the artist which allow the audience to make a connection with her, and form opinions of her. I felt her to be humourous, confident, light, and assured even though she is mainly alone in the video. This could enforce the fact she is a solo artist.
Is there any reference to the notion of looking?
The artist often makes direct contact with the camera, and appears flirtatious with a lovably cheeky attitude which could be described as voyeuristic. However, there appears to be no other reference to the notion of looking in this video.
Are there any intertextual references?
Yes, the song contains the main hook of a song released in 1915, ' Pack up your troubles in your old kit bag', although contradicts the aim of the original song- to cheer up british troops- as it is filmed in Jamacia and seems to make no further intertextual reference.
Is it based mainly on; performance, narrative (lyrics), a concept or idea? I would say the single is loosely narrative based, as nothing in the video seems abstract or original enough to be called 'concept', but neither does it seem to be 'performance'. Therefore it is narrative as she appears to make a journey to an old fashioned disco via bus, mo-ped etc.
3. Kylie Minogue- All the lovers.
The genre characteristics of a pop video are seen in Kylie's video, as they usually involve half dressed men and woman; her video is full of them!
The relationship between the lyrics and the visuals is; she sings 'all the lovers', and you can visually see hundreds of lovers writhing all over each other. You could also say that when kylie says 'fire' she is symbolising the passion the lovers have for one another, which is seen by their physical intimacy. As she says 'i just want more', more lovers rush to the scene.
At the beginning of the video, each time she ends her sentence, on that word follows an action; for example, when she says 'dance', a coffee cup is dropped, when she says 'move' some marshmellows are dropped etc. This creates a relationship between the music and visuals. When the song slows down, so does the writhing and her movements.
There are a few close ups, but there are also various establishing shots so that the viewers can note how big the tower of 'lovers' is getting.
There doesn't appear to be any intertextual references, but it seems to tried to have been filmed as a concept, although it encompasses lots of genre characteristics.
The representation of 'love' in the video is shown via typical objects associated with love; doves, a unicorn, and the colour white to show purity and innocence. It is interesting Kylie wears black under her white dress; this hints she's the artist.
There are lots of straight cuts and panning in the video, and no attempts to use any effects on it.
4. Roll Deep- Green Light
The genre characteristics involve the sexual, voyeristic images of females, the surrounding of men with women, scenes involving clubs, dancing
At the beginning, the female singer says 'green light', and a traffic light with a green light is displayed. When the word 'stop' is said, a female character makes a stop signal with her hand, and then on 'take a look', she points along her body as if referring to herself, and then 'left and right' cuts to a man looking left and right. All characters often put their hands up at the line 'put your hands up'. When a new person in the band starts singing, the camera cuts to them, allowing the viewer to know who is singing and who is in the group.
Whilst some beats are heard in the song, the scene is often cut to another scene on that beat. This also happens at the end of some lyrics; the scene often cuts to another for the next set of lyrics.
There are lots of close ups of female characters; this follows the genre characteristics and is clearly for the male audience. Their 'star image motif' would be having text at the bottom of the screen when a new member on the band appears, informing the audience of their name. This allows each member of the band to be recognised as individuals as well as a group.
All members of the band look into the camera, although often the male members eyes cannot be seen as they're wearing sunglasses. This is bad because it doesn't allow the audience to make a connection with them. This is unlike the female characters, who often look into the camera in a provocative manner.
I can't see any intertextual references. This video is mainly narrative based.
5. Alexandra Burke- Start Without You
The video starts by following genre characteristics; the female lead dressed provocatively, cutting to the rap artist when he raps, but unusually, there are lots of half dressed men in this video surrounding the main artist instead of the typical choice of women.
When she sings 'i'm pushing out', a male is seen lifting his weight up and down, and when she says 'get on the dancefloor', a male is seen doing a headspin. So although these aren't direct relationships between lyrics and visuals, they try to have a different take on the words.
Each time the music pace changes, the scene changes, and at one point, everytime there is a beat on a drum, the background colour changes between white and black.
Although there aren't any star image motifs, there are plenty of close ups, and the artist keeps eye contact mainly through the whole video which emphasises her commitment and love of performing to an audience and making that connection with them. There are no intertectual references and the video is based mainly on narrative, as most pop videos are.
