Deadlines/Brief

Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Monday, 28 November 2011

M.LANG: Jane'sAddiction 'lyric vid'

This is a strange one, albeit from a band whose brand is centred on their difference to the mainstream, one who've had battles with both the censors and their own record label over album covers, and who haven't been afraid to play up gay or bisexual connotations despite having a rock/metal following.
I've never heard of 'lyric videos' before, but this Loudwire article uses the term to denote the curious vid for JA's latest.

Tracking over an underground map from The Warriors
The vid features the lyrics set out as an underground map (rendered through Flash by the looks of it; the 'paper' has accurate folds but looks artificial), with occasional crosscutting to a tracking shot in an underground rail tunnel, plus stills of the band's energetic and triumphant live performance, and ends with a straightforward print ad for the new album, making the commercial logic of music vids more explicit than usual. The camera (as least as rendered through software) tracks across the map, including back and forth to chorus lyrics.
Perhaps an influence here from The Warriors, Walter Hill's 1979 cult classic which has also become a hit PlayStation game [trailer; opening sequence - go to 4:10 in to see map tracking]?

Here's the JA vid:

The canny commercialism doesn't end there; the viral release of the vid is accompanied by a competition to win a guitar signed by all 4 band members.

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