The Top 10.These are the top ten most watched music videos on Youtube / Vevo.

The most watched videos of 2013 on Vevo.

• Watch each video in full.• Download each video to your blog and analyse why it has been so

successful.• Analyse each video. How does it conform to Goodwin’s categories?• Say at least one positive thing about each video – you don’t have to like

the video, singer or song but it has been effective. Why?• If you think the video is popular purely because of the artist/song, think

about how the artist/song has been portrayed – mise en scene, close ups etc.

Your digipak - preparation

• For at least three of the pop videos you analyse download the cover of the CD.

• Analyse this cover.• Is it a photograph? Close up?• How is the artist(s) portrayed? ( Remember Dyer’s Star Theory).• What colours are used? Why? Connotation?• Costume? Mise en scene?• Font + position of text – information included on front cover.

Name of artist

Standing out to grab

Attention of audience,

It is in bold to highlight

Who's album it is.

White colour to

Create a contrast between

Black background.

Name of Album

It is important to be able to distinguish

differences

between different albums. Colour also to be in keeping with white snow below.

Dream Like

Einaudi described this album “It’s like a dream—anything may happen” and getting his inspiration from night time landscape. Both factors I believe

are very dominant in his album artwork.

White Trees

Again creates

A powerful contrast between the black road and the white

trees.

Road

Inspiration from this album came from travelling, possibly why the road, or to display the contrast between a normal road and snow covered trees.

Snow

I believe purposely directed of the side with night book on to highlight Ludovico Einaudi and to give the

impression the trees are still getting covered in snow

Your digipak

• Remember you will be doing a digipak.

• For each of these very successful pop videos consider how exactly the ‘star’ is presented and packaged.

• You may get some ideas for your own photograph / album cover.

• How has Katie Perry been ‘packaged’?• How can we deconstruct her CD cover for “Prism”?

1

3

2

Lets remind ourselves ……….

• As you analyse the videos you will refer back to the theories of Dyer and Goodwin.

• Lets remind ourselves of what they say:

Stars As Constructions

• Dyer believes artists are constructed through artificial images such as advertising, films, magazines and music.

• He claims that consumers prefer artists to convey their true emotions themselves and not be groomed by record labels who try to create a fake image for them.

• A “real” artist can use this as their unique selling point.

Industry And Audiences

• Richard Dyer also believes that stars are manufactured to make money for their record labels by appealing to target audiences.

• As a result of this record labels have to market different artists to cater for certain target audiences as there are both niche and whole markets.

• Examples of record labels doing this can be seen through Mirror branding, both Rage Against The Machine and Joe McElderry are signed to Sony Music.

Ideology And Culture

• Another one of Dyers beliefs within his Star Theory is that artists become trendsetters in the sense that audience members will imitate hairstyles and artists clothing styles.

• Artists may have certain religious beliefs and cultural values that audiences may also pick up on if shared by the artist.

• The internet has meant audiences now have far greater access to the “personal” lives of stars.

Character And Personality

• Presented as 'real' human beings• Stars support hegemony/dominant ideology of their time/ generation

- glorified versions of 'us'• Stars are representations of the contradictions/reinforced ideas of the

music industry.

Key features

• Andrew Goodwin in Dancing in the Distraction Factory (1992) has identified the following features of music videos:

Key features

• Music videos demonstrate genre characteristics (eg stage performance in metal video, dance routine for boy/girl band).

• There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).

• There is a relationship between music and visuals (either illustrative, amplifying, contradicting).

• The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style).

• There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

• There is often intertextual reference (to films, TV programmes, other music videos, etc).

Key features

• It is also worth considering:• Whether the video is primarily performance-based, narrative-based

or concept-based and how elements of each are used in it.• You can use Goodwin’s categories to analyse music videos for

yourself.

Relation of Visuals to Song

There are three ways in which music videos work to promote a song

Illustrate Amplify

Disjuncture

Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common

This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our visionThis is where the

meaning of the song is completely ignored

Narrative & Performance

Songs fail to give us the complete narrative! We only tend to get a gist of the meaning of the song

and then tend to make up our own idea of what is being told.

Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising.

Does this happen in these videos?

Narrative & Performance

Music videos should have coherent repeatability. Narrative and performance work hand in hand. It makes it easier for the audience to watch over and over without losing interest.

The artist acting as both narrator & participant helps to increase the authenticity however the lip synch and other mimed actions remains the heart of music videos. The audience need to believe this is real.

How effectively is this done in these videos? Be specific.

10. One Direction “Kiss You”

• 194,703,977 views • Music video by One Direction performing Kiss You. (C) 2013 Simco

Limited under exclusive licence to Sony Music Entertainment UK Limited

•http://www.youtube.com/watch?v=T4cdfRohhcg

• Why is this video effective?• Say at least one thing.

9. Naughty Boy - La La La ( feat Sam Smith)• 228,783,058 views

• http://www.youtube.com/watch?v=3O1_3zBUKM8

• Why is this video effective?• Say at least one thing.•

8. Rihanna - Stay ft. Mikky Ekko

• 231,425,295 views

Music video by Rihanna performing Stay ft. Mikky Ekko. © 2013 The Island Def Jam Music Group

• http://www.youtube.com/watch?v=JF8BRvqGCNs

• Why is this video effective?• Say at least one thing.

7 P!nk - Just Give Me A Reason ft. Nate Ruess• 247,842,895 views

• http://www.youtube.com/watch?v=OpQFFLBMEPI

• Why is this video effective?• Say at least one thing.

6. Robin Thicke - Blurred Lines ft. T.I., Pharrell

• 250,713,270 views

• http://www.youtube.com/watch?v=yyDUC1LUXSU

• Why is this video effective?• Say at least one thing.

5. Katy Perry - Roar (Official)

• 316,019,775 views

Official music video for Katy Perry's "Roar" brought to you in Junglescope directed by Grady Hall & Mark Kudsi and produced by Javier Jime

• http://www.youtube.com/watch?v=CevxZvSJLk8

• Why is this video effective?• Say at least one thing.

4. will.i.am - Scream & Shout ft. Britney Spears• 327,972,661 views

• http://www.youtube.com/watch?v=kYtGl1dX5qI

• Why is this video effective?• Say at least one thing.

3. Miley Cyrus - We Can't Stop

• 332,833,330 views

• http://www.youtube.com/watch?v=LrUvu1mlWco

• Why is this video effective?• Say at least one thing.

2. Rihanna - Diamonds

• 385,022,476 views

• http://www.youtube.com/watch?v=lWA2pjMjpBs

• Why is this video effective?• Say at least one thing.

1. Miley Cyrus - Wrecking Ball

• 474,380,247 views

• http://www.youtube.com/watch?v=My2FRPA3Gf8

• Why is this video effective?• Say at least one thing.

The most watched videos of 2012.

• Watch each video in full.• Download each video to your blog and analyse why it has been so

successful.• Analyse each video. How does it conform to Goodwin’s categories?• Say at least one positive thing about each video – you don’t have to like

the video, singer or song but it has been effective. Why?• If you think the video is popular purely because of the artist/song, think

about how the artist/song has been portrayed – mise en scene, close ups etc.

10. With 95million views is Taylor Swift with “We Are Never Ever Getting Back Together”.

• Why is this video effective?

• http://www.youtube.com/watch?v=WA4iX5D9Z64

• Say at least one thing.

9. 98million views - Nicki Minaj’s “Starships.”• Why is this video effective?

• http://www.youtube.com/watch?v=SeIJmciN8mo

• Say at least one thing.

8. 107million views is Katy Perry with her music video for “Wide awake.”• Why is this video effective?

• http://www.youtube.com/watch?v=k0BWlvnBmIE

• Say at least one thing.

7. Katy Perry - 118milion views for her video of “Part of Me.”• Why is this video effective?

• http://www.youtube.com/watch?v=uuwfgXD8qV8

• Say at least one thing.

6. One Direction over 123million views “Live While We’re Young.”• Why is this video effective?

• http://www.youtube.com/watch?v=AbPED9bisSc

• Say at least one thing.

5. 149million viewers watched Rihanna’s music video for “Where Have You Been.”

• Why is this video effective?

• http://www.youtube.com/watch?v=HBxt_v0WF6Y

• Say at least one thing.

4. 183million views - One Direction with “One Thing.”• Why is this video effective?

• http://www.youtube.com/watch?v=Y1xs_xPb46M

• Say at least one thing.

3. 189 million views for Justin Bieber’s music video “Boyfriend.”• Why is this video effective?

• http://www.youtube.com/watch?v=4GuqB1BQVr4

• Say at least one thing.

2. The runner up on our list is another video that went viral causing a flood of parodies on YouTube. With 357 million views, it is Carly Rae Jepsen’s “Call Me Maybe.”

• Why is this video effective?

• http://www.youtube.com/watch?v=4GuqB1BQVr4

• Say at least one thing.

1. With over 1billion views PSY with the music video, “Gangnam Style.”

• Why is this video effective?

• http://www.youtube.com/watch?v=mIQToVqDMb8

Say at least one thing.

The most viewed music videos ever.

• This link will give you the list.• http://www.youtube.com/watch?v=LWEb2Qf1tuE

• You might want to:• Watch each video in full.• Download each video to your blog and analyse why it has been so successful.• Analyse each video. How does it conform to Goodwin’s categories?• Say at least one positive thing about each video – you don’t have to like the video, singer

or song but it has been effective. Why?• If you think the video is popular purely because of the artist/song, think about how the

artist/song has been portrayed – mise en scene, close ups etc. Why is this video effective?