Intro to Final Cut Express

Final Cut is a massive programme and over the next three weeks we are hoping to get you interested in using it.  There are so many different features that it would take years to become an expert.  Youtube will be your best friend while learning hoe to use it.  The first youtube clip below is explaining all the different windows and the key buttons

Remember to mark ins and out you can just use the keys 'I' and 'O'
This next clip shows you have to have some fun with your clips

The best thing about Final Cut is the number of video filters.  Here is a short clip that shows you some of them!

Director's Study

Great to see you all getting interested in the Director's Study! It's fascinating to see how a certain discernable style develops over time...

A reminder below (last slide of powerpoint) of what you need to complete for your individual blog tasks for this.

Director study powerpoint

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The world music market - music industry

Interesting graphical view of who has the dominant share of the world music market. Based on 2003 figures but you can clearly see the dominance of the US and GB. Don't forget NZ down there in the corner, battling away! :)

Representations and Music Video...things to think about

Thinking about this key media concept in relation to music videos is really important. Some quick reminders why below:

1. They are essentially advertisements - they promote and sell the song and artist. It is important to consider what else the video might be seen to 'promote' or 'sell'. 
2. Music videos are utterly global as music tends to transcend language barriers. The 'big four' all have a vested interest in 'tapping' every possible global market.
3. The vast majority of the 'biggest' artists are from the United States and Great Britain and therefore broadly reflect and promote western attitudes and ideology (eg based on democracy, capitalism, materialism and consumerism). Some social commentators see music videos as a good example of cultural imperialism
4. The predominant viewing context is domestic and via television or computer (although this is evolving in our postmodern world of portable devices that are able to download and view video)
5. Music videos are all pervasive - they are 'free', lots of channels show them, they are short/easily digestable, easily downloadable and spread virally (have a look at the hits for big artists on YouTube)
6. One of the biggest criticisms of music videos is the use of sexually suggestive imagery. So much so that the Government commissioned a review into the 'sexualisation and commercialisation of childhood'. One of the findings of this review was to put age ratings on Music Videos.
7. You may be asked to discuss representation in the final exam! 

Check out this Rhianna video for 'Man Down' - (sorry, embed link is disabled for this) -- why do you think there was so much criticism of this video? Do you agree with her reply that it's "art with a message" and "I'm a 23 year old rockstar with no kids! What's up with everybody wantin me to be a parent? I'm just a girl, I can only be your/our voice!".

Finally - make sure you have posted your work on music video representaions on your blog!!

The Music Industry

It is a good idea to have an overview of how the modern Music Industry works.  Everyone likes to think that it is all very open to competition and that anyone can become a 'star' but is that really isn't the case.  The Music Industry (like the film industry) is dominated by powerful companies that don't play nicely with others..... Everyone like to think that Independent Labels are important and a thriving part of the industry but in truth they are not!  If you want to be 'big' it is not about how good you are but who you know!

Music industry

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You were asked to complete a research task and create a poster about  a record label - one of the Majors or an Independent. Here is what you came up with:

 

The blog post for this week is to complete a detailed analysis of one Music Video (any that you like) and demonstare your knowledge and understanding of what you have learnt so far.  You must include

• an embedded video
• Notes on as many of Goodwin's Se7en as possible
• Institutional details (record label/music group)
• Respresenation Analysis
• Textual Analysis

Representation in Music Videos

When you look at and talk about music vidoes you need to be able to consider the idea of Representation.  You know from your work in TV Dramas that this is one of those BIG media concepts.  The key representional are around Gender, Age, Class, Ethnicity, Region/Place etc (but not ability and disability cos i don't like it!) Here is what you came up with...

FROM MR MORRISON

Music video and representations

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In groups or as individuals you need to go and look at either a genre or artist and create a digital presentation looking at how representation is dealt with in music vidoes. 

• Who/What is represented?
• How are the represented?
• Analyse mise en scene and camera work
• Could anyone be offended by this representation? Why?
• Does it conform to a stereotype?
• Does it challeneg or subvert stereotypes?

You will present your ideas in the next class but post a comment about who/what and briefly what you found out

Dancing in the Distraction Factory...

Goodwin is an imprtant theoriest to know when talking about music vidoeos (and postmodernisn.... more to come on that juicy topic later).  He wrote a book that outline the main features of the modern music video.  We calls this the 'Goodwin Se7en'.
The pwoerpoint below goes through Goodwin's main points (with links to some great videos to illustrate the ideas).  You need to to become very familar with the Goodwin Se7en and start applying it to music vidoes you watch as part of your research and your own come production time!

Goodwin's theory intro and tasks

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What one of Goodwin's Se7en did you look at and what did you learn?