Music Industry

Music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 1980s, these works were described by various terms including "illustrated song", "filmed insert", "promotional (promo) film", "promotional clip", "promotional video", "song video", "song clip" or "film clip".

You can find music videos not only on Television with stations such as Kerrang, Scuzz or MTV, but you can also find them online on sites such as YouTube.

No Sleep Records/Bridge Nine Records

After researching into a various number of record labels, as a group we felt that No Sleep Records or Bridge Nine Records would be, theoretically, the more appropriate records to approach if we were to produce our music video.
This is because although the other records are extremely renowned for producing, most notably post-hardcore music, labels such as No sleep Records and Bridge nine Records are much more contemporary in comparison and so accomodate the more modernised and developed post-hardcore scene. This way we will be able to grab the attention of audiences today who listen to post-hardcore as they will keep up to date with new releases from the popular modern-day hardcore labels.

Record Labels

SST Records

SST Records is an American independent record label formed in 1978 in Long Beach, California by musician Greg Ginn. The company was initially formed in 1966 by Ginn at age 12, as Solid State Transmitters, a small business through which he sold electronics equipment. Ginn repurposed the company as a record label to release material by his band Black Flag.SST initially focused on releasing material by hardcore punk groups from Southern California. As many of the bands on the label sought to expand beyond the limitations of the hardcore genre, SST released many key albums that were instrumental in the development of American alternative rock, including releases by the Minutemen, Hüsker Dü, the Meat Puppets, Soundgarden, Sonic Youth, and Dinosaur Jr.

Genre	Hardcore punk, punk rock,alternative rock, indie rock, post-hardcore, jazz

Roadrunner Records

Roadrunner Records is an American record label founded in 1980 that concentrates primarily on metal bands. It is a subsidiary of Warner Music Group. It is based in New York.

Genre	Heavy metal, hard rock, death metal

Dischord Records

Dischord Records is a Washington, D.C.-based independent record label specialising in the independent punk music of the D.C.-area music scene. The label is co-owned by Ian MacKaye and Jeff Nelson, who founded Dischord in 1980 to release Minor Disturbance by The Teen Idles. The label is most notable for employing the do-it-yourself ethic, producing all of its albums by itself and selling them at discount prices without finance from major distributors.  Dischord continues to release records by bands from Washington D.C., and to document and support the Washington D.C. music scene.
Dischord was a local label in the early days of hardcore, and is one of the more famous independent labels, along with the likes of Alternative Tentacles, SST Records, and Touch & Go Records

Genre	Punk rock, Hardcore punk, Post-hardcore, Indie rock, Alternative rock

Alternative Tentacles

Alternative Tentacles is an independent record label established in 1979 in San Francisco, California. It was originally used as the label name by the Dead Kennedy's for the self-produced single "California Über Alles", and after realising the potential for an independent label, they released records for other bands as well. Dead Kennedy's guitarist East Bay Ray and vocalist Jello Biafra formed the original Alternative Tentacles partnership, but the label is now run by Biafra, who became the sole owner in the mid-1980s.

Genre	Punk rock, Alternative rock, Spoken word, Hardcore punk, Heavy metal

Contemporary Record Labels

Bridge Nine Records

Bridge Nine Records is a contemporary hardcore punk record label located outside Boston, Massachusetts. Bridge Nine is owned by Chris Wrenn of Salem, Massachusetts, who began the label in 1995 and produced its first release in 1996. The label is named as a metaphor for what Wrenn wanted to do in creating the label: bridge all parts of the hardcore scene into one label and then put his lucky number (nine) in the title. The label currently has 8 employees and 30 active bands.

Genre	hardcore punk, punk rock, indie rock

No Sleep Records

No Sleep Records is an independent record label based out of Huntington Beach, California. They were founded by Chris Hansen in 2006. They are most noted for releasing albums by Balance and Composure, La Dispute and The Wonder Years. Across No Sleep's development they have been known for offering free music in the form of sampler albums which they have released onto the internet and the label closely associates itself with vegan lifestyle and the revived interest in vinyl record sales.

Genre	Indie rock, hardcore punk,experimental, emo, hip hop

Theoretical Evaluation of My AS Production

	Positive outcomes	What could be improved/ did not go well
Digital Technology	During the making of ‘Cold Christmas’, my group’s AS film opening, we used the basic equipment such as the tripod for Steadicam and the Panasonic camcorder to film the entire opening. We also used iPhone's in order to get a very realistic and horror like vibe, and the flash light on the phones, to create shadows in the haunted church. Using iMovie to edit was quiet fun. In the making of Cold Christmas we used limited equipment.	We could have improved on lighting in the varies shoot as it was quiet dark, a more powerful light could have been used. Furthermore, microphones to record sounds, to create a slightly more professional audio in our opening.
Creativity	From the start my group had a creative mind set, we wanted to create a handheld film, which creates a realistic sense of horror. We also dressed in dark colors in order to create a sense of mischievous teenagers. Camera angles such as the tilt shoot of the church to create intense feeling. Also my favorite is the choose of location, to fit our genre	Not sticking to certain ideas, and changing from our original opening, also finding it very difficult in choosing certain shoots to be in our final opening was a challenge. In order to keep the audience engaged we did not want to ruin the first seconds with adding all the important scenes. It had to have the audience questioning.
Research and planning	To help research, my group conducted some audience feedback on our ideas. Also throughout we blogged and vlogged about our production, creating a small journey. I watched many horror film openings and title sequences to get inspired by, one film being Blaire Witch Project, which inspired my group’s handheld camera work.	However we ended up story boarding until after the production, as throughout filming we had many changes of ideas, and was basically going with the flow when it came to filming, this was partly due to having only one day to film at our new location and being unaware of the surroundings.
Post-production: editing, adding/manipulating sound, title credits	Editing was fun, from cutting and also getting the waveforms in the correct place when dealing with the audio, we did not end up having a typical title opening with names across the screen, and instead we had our names in the police reports. We kept most our sounds original and had many cross cuttings throughout it, to create fear.	Editing was one of the hardest and longest process, it was also very frustrating due to the huge limitations of the software, therefore we could not express our ideas properly as it was hard to edit what we imagined. Also some of the sound was muffled in the footage, from inside the haunted church, so it was also had to find the right scenes to put in our final production
Using conventions from real media texts: subvert or adhere to conventions of genre?	I believe my group stuck greatly to the conventions of Horror, the quietness, the screams, the darkness and a haunted location. We tried very hard to create a horror like atmosphere. Including some elements of horror, in order to not create such a tense feeling.	We did not add any further sounds to create tension, therefore we really relied on the acting and natural sounds within the footage.

The Fray - How To Save A Life

Applying Andrew Goodwin's Theory

The Fray

This is also a favorite music video of mine, the importance of losing someone you love 'Where did I go wrong, I lost a friend somewhere along in the bitterness' The relationship with the lyrics, music and visual, I believe are spot on, the tone sounds more sad, and the the song is slow, therefore suggests a sense of lose, and fits in with the lyrics. There are also close up's of the band members.

Beyoncé - Run the World (Girls)

Applying Andrew Goodwin's Theory

Beyonce

 I absolutely love this video made by Beyonce, there are genre characteristics that Goodwin suggests such a dancers that fit in relationship to the genre of hip hop and R'n'B, also the music and visual relate well, due to the upbeat sounds and fast paced dancing.

In addition there is a portrayal of women, however are seen as more empowering which also complements the lyrics, as 'Girls run the world' the powerful symbolism of the Lion, shows that women are equal to males. Furthermore there are close ups on Beyonce herself, as she has a huge fan base, therefore gets a lot of screen time in the video and is the main dancer in the video.

Linkin Park - Numb

Applying Andrew Goodwin's theory 

Linkin Park 

In the music video Numb performed by Linkin park, is one of my favourite videos of all time, through the use of a narrative the music video allows the lyrics match the visuals, lyrics such as 'All I want to do, is be more like me and be less like you' while portraying a women to not wanting to fit into society and wanting to be herself. This fits in with Goodwin's theory about lyrics and visuals. Also through the use of editing and the fast pace of the whole videos, portrays the genre of rock, and adds to the storyline, of feeling alone.

Furthermore in addition to Andrew Goodwin's there are also close ups of the artists and characteristics that also relate to the genre of rock such as performing as a group on their own instruments, which also portrays the individual talents of the artists. 

Steve Archer- Music Video Analysis

Camerawork

• Camerawork is massively significant upon meaning so it is integral to the production. 

• Movement, distance and shot all need to be analysed 

• Movement can accompany the movement of the performer, or it can be used to create a dynamic feel to the location, such as a band performing in a field and the camera circling them.

The “Close up” 

• Creates intimacy with the audience, 

• but…Sells the ARTIST, not just the Song

Editing 

• Pace of the transitions. 

• Pace creates a mood for the video and often the pace comes with the genre. 

Voyeurism

• This suggests that there is a voyeuristic view towards woman and the female body in music videos to please the male viewers.

Technical aspects

• Speed: create by the camera and editing 

• “meat”: close ups and voice 

• Beats: rhythm of music will match the editing.

• Light and colour : emphasises key moments creating a dramatic effect and often comes with the genre. Colour is an easy way of telling what genre the song is. 

• Mise-en-scene: setting adds to the realness of the video. 

Andrew Goodwin- Music Video Theory

In Andrew Goodwin's theory about music videos, there are six main features that seem to set the foundation for any music video.

Andrew Goodwin

• Firstly the video should demonstrate the characteristics of the genre. Such as a stage performance for a rock band or dance routines for R'n'B.
• There is some sort of relationship between the lyrics and the video itself. Either through illustrative, contradicting or amplifying means. The lyrics are represented through the use of images.
• The tone and atmosphere of the video reflects that of the music, therefore there should also be a relationship between the music and visuals. 
• Due to the demands of the record labels, there are needed of close up's of the artists in the video, in order to gain recognition of their music.
• There are frequent references to the notion of looking, for example mirrors or screens within screens. In addition the voyeuristic treatment of the female body.
• Lastly there are usually intellectual references, to films, programmes and even other music videos.