Aaliyah Try Again

Aaliyah's 'Try Again' is a soundtrack for the film she stars in with Jet Li, 'Romeo Must Die'. The intertextual references are Jet Li appearing in the music video starring with Aaliyah and the hall of mirrors taken from a Bruce Lee film.
The song is a combination of hip-hop, dance and urban. The video mostly contains Aaliyah dancing with background dancers. Also many close ups with the mirrors. The mirrors give a sense of notion of looking. It is as if they have been put there to give the message of something may be lurking behind. The split screens of the mirrors also and the extreme close ups Aaliyah and Timbaland are shown in give the feel that are hiding from something.
The only relationship between lyrics and visuals is when Aaliyah says 'turn away' she turns her head away. Overall, the video is the skills Jet Li shows and highlights Aaliyah's amazing dance moves.
The dance moves are choreographed in time to the beat of the song. At the end when she bangs the walking stick on the ground it is to the sound of the beat. Also, in the third verse when the lyrics speed up the cuts are faster amongst the fight scene that is happening.
The lyrics do not really match the music video but does to the film it is created for. The music video is there to advertise the film and show Aaliyah's great work.

This song links into 'No Scrubs' quite well because of the beat. Also, Aaliyah is presented as an independent woman but incredibly stunning at the same time. Scarlett Divas can be represented as this also especially being a part of a major label they have to look great.

Destiny's Child

Destiny’s child

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Music Video Brief

Copy of Music Video Brief on Prezi

Record Labels

My own definition for Independent Music:
Independent music is aimed at a niche audience. Independent music shows the artists/bands own creativity and influences which projects through their style of music. Independent music would most probably be able to be found on the internet and artists and bands would be able to be heard through word of mouth. Independent music is all about the artist and what they want to create.

The punk rock era was the birth of independent labels because of those artists not wanting to follow major labels rules. Punk rockers wanted to be free and sing what they wanted to sing, dress how they wanted to dress and be unique. Major labels did not allow them to do this that is why independent labels appeared so that artists could explore themselves in their own way. Some bands nowadays prefer to stay with the independent labels because of their creative freedom and less pressure on how to behave.

HEGEMONY is how a certain group has a predominant influence over another group or others. This could be applied to the independent vs. major war because of major record labels dominate the music industry. Major record labels are hegemony mostly because they have the money to invest a lot in an artist. Because they hold a lot of money they seem to want to control the artists distribution and marketing.

CAPITALISM:the means of production and distribution are privately or corporately owned.

COMMODITY:A useful or valuable thing.

Rough Trade followed capitalism because of how they were an independent company and used had a private distribution company. The commodity of Rough Trade was not much in the early days. They did not sell millions of records but now with Duffy they do.

Five differences between Major and Independent record labels:

1. Major cares more about money than music whereas, independent care more about the music.

2. Major is much more commercial than independent

3. Major labels have much more money to market their artist worldwide like Britney Spears whereas, independent do not have that much money like British bands Arcade Fire.

4. Independent labels give their artists so much more freedom with their music than major labels.

5. Independent music is sold on the internet more than in a big store like HMV.

Sony BMG

Sony BMG Labels:

American Recordings, Arista Nashville, Arista Records, Battery Records, Beach Street Records, BNA Records, Columbia Nashville, Columbia Records, Day 1, Epic Records, Essential Records, Flicker Records, J Records, Jive Records, LaFace Records, Legacy Recordings, MASTERWORKS, Polo Grounds, RCA Records, RCA Nashville, RCA Red Seal, RCA Victor, Reunion Records, Roc Nation, Sony Classical, Sony Music Latin, Star Time International, Verity Gospel Music Group, and Volcano Entertainment.

Sony Corporation is worth 86.4 billion dollars. It creates electronic products but also many companies involved with music, film, tv and more. Sony makes money in many places through distribution of music production. They own Sony Picture Entertainment so they would be able to promote artists and their music in films. Also, owning products such as the Vaio, televisions and so on they can promote music artists through advertising their product and making profit from selling many of them.

Sony profits from media convergence in the level of a media product for example through music or a soundtrack in a videogame. This is because Sony created the playstation. If a company wanted to create a videogame for the playstation Sony would be able to create a deal with the creator and say they will allow them to create a videogame but only if they can put this song in the game. Sony can then ask for a percentage of the videogames profit because of using their playstation but also using a song or soundtrack from their company also.

Rough Trade

1970's:

In 1976 a man called Geoff Travis opened a shop in West London. He started a record store selling second hand records that he bought over from the USA. He named his shop Rough Trade.

The music genre he specialized in was Punk Rock which was popular at this time; rock music dominated the music business. As there were many West Indians living around West London reggae was popular also. He started to sell reggae records with the help of Austin Palmer which attracted many to Travis' shop.

The ethos for Rough Trade was for new artists to 'Do it themselves'. Travis and punk rockers wanted to revolt against mainstream music. This is what made Rough Trade different to large corporations. They did not want to control the artists and tell them how to make music. They wanted them to be free and creative on their own.

Rough Trade signed many artists such as The Desperate Bicycles which Travis quoted 'were a homemade revolution'. In 1978 Scritti Politti visited the shop of Rough Trade and played a demo for Travis. Travis agreed a £98 recording and still believing in the ethos they made at home the sleeves for the records. Richard Scott joined Rough Trade and helped make the independent distribution nationwide.

By expanding nationwide they found in 78 bands like The Normal and French Punkers which allowed the bands to have many records released. Stiff Little Fingers were a new band that got number 14 in the charts. This allowed Rough Trade to sell around 100,000 copies which was a huge positive for their company.

The business structure in the 1970's changed because of a speech Margaret Thatcher gave about against socialism and the idea of a community. This means that she believed business should care about how much they make. However, Rough Trade did not follow this as they always put their principles before profits.

1980's:

In the 1980's Rough Trade had to spend a lot of money on expensive studio equipment for Scritti Politti because they radically changed into creating a pop song. They believed it was going to be a great hit however, it was not as it came 64 in the charts. It was not the norm for Rough Trade to compete in the music industry so this was new to them. Once Scritti Politti got a top ten hit they left for Virgin records. Some hits were created through Rough Trade from Aztec Camera and Robert Wyatt in 1981 which gave them a turnover which was huge.

However, in 1982 Rough Trade was close to being bust so they had to sell their shop to staff that worked there. Issues occurred between the Record Label and distribution because the distribution were taking more power over the label. This all caused conflict because the distribution company cared more about the money than music.

The structure changed of the company and Geoff's ideology of the company changed because of money being much more important than the music. They opened a new headquarters with qualified professionals working there. It was a whole new way of working for Rough Trade.

Rough Trade did find 'The Smiths' which quoted by Geoff 'the best thing I've heard for ages'. They were perfectly timed even though they were a band that had strange music but commercial at the same time. Indie music was a new craze and Rough Trade decided to spend more money and hired a bit Marketing company called London Records to market 'The Smiths' well. The Smiths became very popular and earned a lot of hit records. However, they wanted and demanded more from Rough Trade. Rough Trade had protection over losing them because of a contract. The Smiths had to give them 1 more album which they did before leaving; the sales rolled in for the last album with Rough Trade.

At the end of the 1980's Indie music was becoming mainstream however, there was a huge rave music expansion. More independent record labels were taking a piece of the dance acts and Rough Trade were to late to take this opportunity.

1990's:

At the beginning of the 1990's, Rough Trade incurred many problems. As they moved to a bigger premises, the decision created a financial crash. Geoff was incompetent therefore Senior Sales people left. The cash flow came to a halt leading two thirds of staff to be axed and any assets of Rough Trade were frozen. Rough Trade record label demanded 40% of the profits, but as the money was frozen it was hard for Rough Trade to co-operate with a fair share in distribution and the record label. Rough Trade had to move to a shop which was not far from their original in West London. Jeanette Lea joined Rough Trade wanting to reinvent them.

They found Jarvis Cocker in PULP which they gave faith in. They believed he was a new level of major success whilst working and learning new skills in a management team of a major record label. Rough Trade were now working with Pop music which was a new thing for them.

Major record labels were branching worldwide into the independent music scene.

21st Century:

Rough Trade has come a long way from all the ups and downs. In 2001 Geoff and Jeanette decided that they wanted to bring Rough Trade back to life signing a band from New Jersey and bring them back to England. Rough Trade used the marketing skills they learned from PULP to promote The Strokes. This new marketing skill has helped them create a winning formula to release more artists. These bands include: The Libertines, Arcade Fire and now are managing Duffy. Duffy awarded Rough Trade with their first number one single. Rough Trade has attracted more artists because of their interesting past and they carry on working towards a good future.

Their working practices are very different to the music produced through programmes such as X Factor because of not holding the artists hands. Geoff believes X Factor patronizes those that have talent because they should not be controlled. Rough Trade simply lets their artists explore their own talent and what they want to record as music.

Beyonce Diva analysis

Beyonce diva

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Swedish House Mafia Miami 2 Ibiza

1. Genre Characteristics
- Urban and Dance together may be different but are very similar especially because of the women and sexualisation of them.
- The difference is is that the characteristics of a dance video is very club like which is included in this video but also the darkness of an urban video which it doesn't quite hold with Tinie Tempah but when showing the video tape it does.

2. Lyrics and Visuals
- 'White TT' - Tinie Tempah does a movement of turning a car wheel
- 'Suspenders and some PVC' - shot of woman's legs and her wearing pvc.
- 'Film it all' - hand movement of a video camera
- 'One take' - three cuts of Tinie Tempah holding one finger up.
- There is a small relationship between the lyrics and visuals and when there is it is very noticeable.

3. Music and Visuals
- The beat and music is very fast which is shown through the very fast cuts.
- When the music is fast the camera movements and cuts are fast.
- When Tinie Tempah is rapping it is more still on him.
- Instrumental is mostly the club scene which is very fast also.

4. Influence on record label and close ups
- Tinie Tempah's videos always have close ups of him rapping which I think is a trademark of his own so he become's more recognisable in the music industry but also by audiences. There were also long and mid shots too.
- Swedish House Mafia also use in their videos a club scene and women, especially a scopophilic treatment of women.
- In this video there were a lot of close ups of the woman starring in it to give sex appeal.

5. Notion and Voyeurism
- Most of the video is filmed on a video camera which suggests that is a secret that the audience are looking in on. Especially scenes like the girl in her bedroom, on the boat, under the sea and having sex on the aeroplane and club toilets.
- In one part, girls faces are covered but bodies shown in tight clothing which shows scopophilia.
- Also, whilst filming there are a lot of close ups on the main woman's body again showing scopophilia.

6. Intertextual references
- There are not many references shown except through the lyrics of 'Bold BB, Black BM, White TT.'

Tenacious D Tribute

1. Genre Characteristics
- Humour
- The video was twisting and ignoring the conventions of a rock song
- The Rock elements were - guitar, devil, taken away by the police, live performance.
- Old lady does not like the music which is an expected stereotype of rock music.
- It was rebellious however and violent.
- The artists do not look like rock stars as they are dressed more in casual atire.
- They are not the sexy rock star which would be expected in a rock song.
- Overall, the video is more of a paraody and occasionaly uses the rock characteristics but more so for the comic effect.

2. Lyrics and Visuals
- 'looked at each other' both artists look at each other.
- 'look in to my eyes' Jack Black points to his eyes.
- numbers with hands when they sing number such as 'three'
- As it is like a narrative and Jack Black is very dramatic with his hands the body language of his mostly presents that song. Therefore, the lyrics and visuals of this song do connect.

3. Music and Visuals
- When the guitar solo hits and the music gets louder the visual of the bright light links in.
- The cuts are with the beat. It starts of quite slow so the cuts are slow but then it speeds up then the cuts are much more fast.
- When they're in the desert, the sound of the guitar seems to give a feel of country western.

4. Record label and close ups
- Most of the video contains close ups of Jack Black. Jack Black is a very famous actor and known for his comedy with facial expressions and dramatic body language. They have used many close ups because the audience would be able to recognise him well.

5. Notion of looking and Voyeurism
- We are crammed in the studio booth with them. We are looking in on them as the camera.
- Outside people do not know what is going on when both artists are in the booth.

6. Intertextual references
- Jack Black - actor
- Ben Stiller - actor
- Evil laugh at the end is like the evil laugh at the end of Michael Jackson's Thriller
- Dave Grohl is the devil who is a famous rock artist

Jay Z 99 Problems

Jay Z's "99 Problems" is a song that shows his anger towards racist police, rap critics and an aggressor. The chorus line "I've got 99 problems but a bitch ain't one" suggests that he may have had women problems but he has many problems to deal with than just women. I have applied Goodwin's theory to analyse this music video.

1. Genre Characteristics

- It is shot in an urban setting. It is Brooklyn in NY where Jay Z has grown up; his 'hood'. We are drawn to the attention of the name Brooklyn when he reveals the name on his hoodie.

- Representations of a gangster lifestyle: cruising in cars, dog fights, loitering on streets, pulled over by the police, basketball, guns, criminals and money.

- Street dancing and break dancing.

- Scantily-clad 'sexy' women - cheap looking gold bikinis.

- Jail scenes - all inmates are Black

- Stereotypical race presentations - White guy in a suit, police are White but the Black are shown as bad.

- Goes against conventions of wealth in Hip-hop videos - lacks fancy cars, clothes, bling and women.

- Women are only minor - normally there are more shots of sexy women.

- Shooting at the end - reflects image of gangster cool.

2. Relationship between lyrics and visuals.

- 'From the hood' - Jay Z pulls his hood down.

- 'Radio' - image of a radio

- 'Bitch' - image of women

- 'Jay Z' - points to himself

- 'Fast Forward' - moves hand along

- 'Paparazzi' - camera flashes. Also, when criminals are getting their shots.

- Overall, the images illustrate the lyrics. Sometimes literally, sometimes they are more subtle. Theme of the song however does link into Jay Z's problems.

3. Relationship between music and visuals

- The video is cut with the beat of the song

- The music is hard hitting and aggressive. The sound is emphasised on the beat rather than the melody. The visuals are also very harsh looking and the edits are fast paced to emphasise this aggression.

4. Influence of record label and close-ups.

- Lots of shot of Jay Z however, they are not all close ups.

- Close ups of other men as well. They show them close up as aggressive looking. Shots of women are long shots and mid shots - because they're not important.

- Less emphasis on Jay Z. On his own he is an established artist and does not need as much exposure as new artists.

- Jay Z has his own record label as well as being a part of Island/Def Jam. This record label is quite independent which is shown in the video as there is less control by the record label than you might expect from a mainstream and major label.

5. Notion and Voyeurism

- Jay Z put his hand over the camera so we're looking through his fingers.

- X-ray vision shot of money in the boot- you can see through the boot.

- Scopophilic treatment of women is quite uncomfortable to watch - unnecessary

- Early establishing shots are almost point of view shots, creating the impression that the audience are looking around the hood.

- Video of Jay Z outside Subway station.

6. Intertextual references

- Possible a video of him referencing himself?

- Niche references as only his fans would understand them.

Case Study on Jake Nava (Director)

Music director

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Music Video

Development of music videos:

- In the 1920's music videos were just starting to appear. Therefore, there was not much to a music video which made it very slow as there were not many cuts.
- In 1965 a new video was made to show words to a song. Even though the video at this time was a bit slow this kind of fashion has even carried on into contemporary music videos.
- In 1970 TV promotions were a big deal for artists especially on shows like Top of the Pops so a lot more videos started to appear to introduce or showcase a good artist.
- Bohemian Rhapsody marked the beginning of the video era as they were the first to use video effects.
- More money went into music videos in the 90's because of the increase of multiple viewing.



Andrew Goodwin (1992)
1. Music Videos demonstrate genre characteristics (images)
2. Relationship between lyrics and visuals
3. Relationship between music and visuals
AMPLIFIES, ILLUSTRATES, CONTRADICTS
4. Artists may develop motifs - visual style (lots of close ups used)
5. Frequently reference to notion of looking (screens within screens, telescopes) & particularly voyeuristic treatment of the female body. SCOPOFILIA
6. There is often intertextual reference (films, tv programmes, other music e.t.c)

Intertextuality

Style - Imitating the style of another text e.g. Madonna Die Another Day for James Bond and Michael Jackson Thriller a zombie movie.

Intertextuality can add another dimension of meaning to a test as well as fulfilling an important role for audiences. It works on different levels, as some are noticed by audiences but some do not notice. Those who do notice feel privileged to know.

Lady Gaga ft. Beyonce Telephone intertextual references:

Referring to the media tabloids about Gaga being a man
Advertising Virgin mobile
Advertising Diet Coca Cola with cans in Gaga's hair
Introduced as a narrative with credits at the beginning
The Director's signiture style reflects in the video
Pop-video costumes, lots of changes

Britney Spears Case Study

Britney spears case study

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