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Advanced Portfolio G324

Welcome back! Your task is to start your Research into the music industry and music videos (real life products) What to do over the next few lessons / home study? Start looking at the main Advanced Portfolio teaching blog, http://a2musicvid.blogspot.com, and the PHM YouTube channel at the music video playlist page. Refer to the blog regularly and start exploring the links provided. 1. Read the following piece and start thinking about issues raised currently by the music industry.

2. In pairs, complete the following tasks. You will have to do the write-up individually on your new blog or website. A/ Choose from a selection of artists to complete the tasks. y Wu Lyf s forthcoming Go Tell Fire To The Mountain y Lady Gaga s Born This Way or any of the other 2 y Arctic Monkeys I Bet You Look Good On The Dancefloor and compare to the last one Suck it and See y The Cults album (do look at their first single release) y Foo Fighters Back and Forth y Jessie J s Who You Are y Lowkey s first mixtape then digital release B/ Create a presentation, first as a poster for use in the classroom, then using different media creatively around this release / artist: - Album title / music genre / artist / record label (+ examples of other artists on this label or is there no label?)? - Was there a pre-release? What was the promotion strategy? Was there a music video for a specific single? Where was the album or singled advertised? TV / Radio / Festival appearances? Is there a Band or Album website/MySpace/ Facebook etc ? Was there initially no album release to promote but only a single? - Where was the actual product available to purchase/download? - Are there any distribution figures available? Did the first single chart? - Who reviewed the single / album? -

C/ Now investigate the first video to be out for the album you have looked at. Be ready to show it to the class and discuss it. Provide us with the lyrics. Select key grabs from the video, particularly frames which either: illustrate the music genre well (or challenge its conventions) show close-ups of the artists show different aspects of the video, for instance you might find a performance, a narrative, or a mix of both, or a montage of images interesting framing/composition/ mise-en-scene / camerawork illustrate or amplify the lyrics well.

You will be expected to comment on your selected frames. 3. What are your favourite music videos and why? (Note that this is NOT the same as your favourite songs / artists). Pick at least 2 music videos, embed them and use the guidance below to write about each one: a. Just explain what you like about it! b. Analyse your chosen videos after reading the essential information below (also on the blog).

KEY FEATURES OF MUSIC VIDEOS - GETTING TO KNOW CONVENTIONS... The points below should help you to analyse your chosen videos in a more focused way. Use them to get started. Start building up marks. y Music videos work around 3 codes - music, lyrics and iconography. The relationship between these codes is key to understanding how music videos work. Take some time looking at whether the video illustrates the lyrics or not, and in which ways, as well as whether the video helps you to understand the lyrics better or not, and in which way. Does the song belong to a particular music genre and does it come across in the video? y Music videos are designed to provide pleasure in order to keep the viewer (particularly the intended audience) watching and to encourage repeat viewings. How is it achieved? How are the performers shown? What do YOU LIKE about the video? Screengrab favourite shots and comment. y Explain whether the video is primarily performance-based, narrative-based or conceptbased, or is it a hybrid? Explore how it is done and presented. Look at Lauryn Hill's Everything is Everything for example. y Does the video refer to / draw upon other texts (book, film, other video, advert...)? Is it a parody or tongue-in-cheek video?

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