Monday, 30 June 2014

November Rain Music Promo Analysis

In this post I shall be analysing Guns N' Roses music video to their single  'November Rain'. I will analyse this video in detail to show my understanding of the conventions of a music promo. Below is the video that I shall be analysing.



This music video is 9 minutes long making it the 3rd longest song by Guns N' Roses just behind 'Estranged', and has more of a narrative to it than most of Guns N' Roses other songs as of the storyline being able to build over the 9 minutes. The video is one of the most expensive music videos ever with the budget being around $1 million including costumes as well as set and lighting etc. The video itself won an MTV Music Video Award for the best cinematography in the year it was released.

The narrative of 'November rain' is all about Axl Rose's (lead singer of Guns N' Roses) marriage to his then girlfriend Stephanie Seymour. The music promo in fact, is a part of what was supposed to be a trilogy which would have created a autobiographical narrative, the 3 music promos in this trilogy are "Don't Cry" which is part 1, "November Rain" which is part 2 & "Estranged" which is part 4. Estranged is named "part 4 of the trilogy" because all three video were meant to feature Stephanie Seymour, but she and Axl broke up a short time before the video shoots for Estranged, so the trilogy didn't happen the way Axl had planned it, and so he had to change the concept for the video, and the name "part 4" is an irony. The full narrative and what it is about is explained below by Del James who was friends with the band Guns N' Roses since 1985.

"The video for November Rain is based on a short story, Without You, by the band's official biographer, Del James. James has been a friend of the band's since 1985, when he first moved to California and found himself sharing an apartment with Wes Arkeen, a song writing collaborator with the Gunners in their early days. Del recalls: "It was frightening to be around them. There was so much insanity, you know, that was brought upon by their love and their insecurities, that it inspired me to write the short story called Without You. This was before Appetite For Destruction was released." The story is inspired by Axl's relationship with his former wife, Erin Everly. It is the tale of a rock star who writes a song called Without You about the woman he loves, but can't really have. "it puts him on top of the rock 'n' roll world, but it also is his damnation," explains Del. Despite all the trappings of success, the main character in the video cannot achieve the basic things in life, like loving, stable relationships.
The clip begins with Axl in bed in a dark room, taking some sleeping pills and rolling over to get some rest. We then enter a concert hall, the band onstage, backed by a large orchestra and conductor, while AxI sits at a piano, playing the intro to the song. Images of Axl at the piano in a small church, together with a bleeding crucifix, are intercut with the footage.
As the vocal starts, we see a beautiful bride (Stephanie Seymour), walking up the church aisle towards Axl, who is waiting at the altar. They join each other for the wedding ceremony. The part of the priest was played by a friend of Axl's, Jean Antonio, who had in fact performed services eight years before in the very church where the video was filmed. "He just added such a sense of warmth and the right sense of spirit that we wanted to have present there," says Axl.
Next, we see the band, hanging out at the Rainbow, a famous club on Sunset Strip, drinking and having a good time. We cut back to the church and see Slash fumbling through his pockets, looking for the wedding ring. Duff gives him a nod and produces the ring on his little finger. Slash passes the ring to the priest and the ceremony continues. The couple put their rings on and then kiss. Slash strolls down the aisle and out of the church, to perform his solo standing in the middle of a huge prairie, while a helicopter swoops around him and the tiny church behind.

We return to the wedding. This time we're outside the church; the married couple are leaving and the guests are throwing confetti and rice at them. As they get into a white Bentley convertible, the bride looks away, as if she is unsure about what she has just done. We then move on to the wedding party, where the couple cut the cake as children look on, everyone toasts the bride and groom and then they all begin to dance.
Suddenly, it starts to pour with rain, the wedding guests panic and scatter, tables are knocked flying and someone even dives headlong into the wedding cake The camera holds on a bottle of red wine, knocked on its side and spilling its contents like blood all over the table.
Back to the concert hall and Slash climbs onto the piano to deliver the outro solo. Axl wanted to have the orchestra in the video as a way of finding out what it was like to work with one and what it sounded like having them play something he had written. Although the sound on the finished video Is from the record, the band and the orchestra played live while shooting was going on, adding an edge to their performance.
We cut to the church again; this time, the bride is lying in a coffin and Axl sits listening to the funeral service. While filming this scene, Stephanie actually fell asleep in the coffin and when she woke up, the shoot had finished! Slash, Duff and rest of the band also had fun, bursting into uncontrollable giggles while the funeral service was being performed for the cameras. The coffin is carried out and we go to the cemetery for the burial. Again, the rain starts to pour, and the mourners leave.
Now we see Axl in bed again, waking from a terrible nightmare - only it's not a nightmare. He is left in the pouring rain, crouched over the open grave, as the bride's wedding bouquet lands on top of the coffin."

Tuesday, 24 June 2014

Narrative in Music Promos

Synaesthesia

A condition in which one type of stimulation evokes the sensation of another, as when the hearing of a sound produces the visualization of a colour.

In songs the narrative rarely is complete and therefore often fragmentary. Fragmentary narratives may help the repeatability of promos.

Andrew Goodwin suggests music promos can interpret/use the meanings created in the song lyric in one of the following ways:

Illustration - the promo illustrates the ideas/narrative in the song lyrics.

An example of illustration with music promos is the music video to Stan by Eminem ft. Dido. This is an example of a music promo that is illustration because throughout the whole of the video it follows a narrative of a devoted Eminem fan trying to get in touch with Eminem, and the song itself explains all about a fan of Eminem who is also trying to get in touch with him and links completely with the promo. Below is the music promo for it:





Amplification - uses a key idea/image from the lyrics and develops it into a concept within the promo. A link remains between the lyric and the promo.

An example for amplification with music promos is the music video to Hardest button to button by The White Stripes. This is an example of a music promo that is amplification because throughout the entire video the performers in it play their instruments such as the drum in time with the music which is acknowledging a key idea from the song, as well as that you can see the singer performing the song.  Below is the music promo for it:




Disjuncture - the promo bears no resemblance to the lyric or its meaning; abstract; often seen as unconventional/'arty' videos; creates a new range of meanings for the song.

An example for Disjuncture with music promos is the music video to Fluorescent Adolescent by the Arctic Monkeys. This is an example of a music promo that is disjuncture because the video has no relation to the lyric or its meaning, the mise-en-scene is unconventional and arty which helps to create a new range of meaning to the song due to the clowns being in there. Below is the music promo for it:


Wednesday, 18 June 2014

Conventions of a Music Promo


In this post I shall be analysing RUN-DMC's music video to their single 'walk this way' ft. Aerosmith. I will analyse this video in detail to show my understanding of the conventions of a music promo. Below this is the music video that I will be analysing.



In one of the first shots of the music promo there is a shot that shows both of the bands that sing the song in the same shot next to each other with a wall separating them. The wall that is in between both of the bands could be there to show either the difference in both of their styles of music which is rap for RUN-DMC, and Aerosmith's music is described as blues-based hard rock which contains elements of  Pop, heavy metal and rhythm and blues.

Another reason that the wall could be there is to show the possible segregation between black and white music artists in the mid 1980's since back then there was not many black white artists working together.

 
 
 
Around about a third of the way through the music video there is a close up shot which shows the lead singer of Aerosmith breaking through the wall and singing the chorus of the song through this hole in the wall. The parts of this shot which are conventional for a music video is that first of all it shows the artist performing apart of their song. The second part of this shot that is conventional of a music video is that it is a close up shot focusing on the main singer from Aerosmith.
 
The narrative from this shot could suggest the breakthrough between musical relations of those of different ethnicities, or even the breakthrough of both of their types of music working together. It could be suggesting this in the narrative because it shows him breaking through the wall that is separating both of the bands.
 
The lighting from this shot is also used well as it makes the lead singer seem of more importance and as well as that it also makes him stand out more while he is singing through the hole in the wall of which he had made.
 
 
 
 
Just over half way through the video you see the audience of who both of the bands are performing to jumping round and dancing to their music. This is conventional of a music video because in a lot of music videos there are scenes where you will see an audience listening to the band/s and dancing along to them, they use this because it tries to make the viewer of the video feel like they are their watching them perform with the audience and tries to get the viewer more into the video.
 
 
 




Near towards the end of the music video their is a long shot that shows the name of one of the bands in big flashy letters being lowered down towards the stage. Some could say that this is conventional of a music video because it is the bands advertising themselves by placing their own name in the video, meaning that if the audience or a viewer sees the music video then they will see the name and know who the band are.

Monday, 16 June 2014

What is a music promo?

What is a music promo?

A music promo is a music video for an artists song which is produced for promotional or artistic purposes. in the modern day music videos are primarily made and used as a marketing strategy which is intended to promote the sale of an artists music.

What is the purpose/function of promo?

The purpose/function of a promo is to promote a song from an artist and make it well known to the public on order for them to buy the artists music and make the artist successful. A promotional video does this by giving the audience something else to do rather than just listen to it, as a successful music video can make a song from an artist very well known as well as successful. An instance where the music video has been a great promo to make the song the extremely successful is with the song 'Gangnam style' by PSY. The songs video has since become the most viewed video on YouTube with over 2 billion views.




Where can music promos be viewed?

Music promos can be viewed on many different media platforms. The first of these being on the television on any music channels such as MTV or Capital FM etc. A second way where music promos can be viewed is on the internet through web-sites such as YouTube or Vimeo, or even the artists own web-site if they have one. A third way where music promos can be viewed is possibly on adverts on the either television, internet or even sometimes in the cinema before a film. Below is an example of the official Oasis web-site which has a section in it that you can view their official music videos.






How has digital technology impacted on the exhibition/consumption of music promos?

Digital technology has had a big impact on the exhibition/consumption of music videos in many different ways due to the advancement of multimedia devices.

A positive way in which digital technology has impacted on the exhibition/consumption of music promos is that technology has given the audience of an artist/s a wider range of ways to view their music promos. This allows the artist to target multiple audiences that use different ways of viewing music promos. Some of the devices that can now be used to exhibit music promos are devices such as smart phones, tablets, consoles and laptops.

A negative way in which digital technology has impacted on the exhibition/consumption of music promos is because of all the different ways of listening to and buying music, such as ITunes and YouTube, some businesses that sell CD's have now lost a lot of money due to the lack of people buying CD's, statistics show that in the space of 10 years from 1996-2006 the number of chain music stores has decreased by over three quarters from 9,500 to 2000. In turn this means that jobs have been lost as well as businesses put into debt. The company HMV had to close all of its stores in the US in 2004, and virgin megastores reported losses of £495 million over the next 2 years.