Case Study: Warren Fu

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History of Music Videos

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Music videos are sometimes called promotion videos or promos because they are usually promotional devices used to promote the artists album. The earliest music videos were filmed in the mid 1950’s with films by animators such as Oskar Fischinger being accompanied by musical scores labelled as ‘visual music’ and a wave of ‘rock ’n’ roll’ films with songs such as ‘Rock Around the Clock’, ‘Don’t Knock the Rock’ and Elvis Presley making famous music videos. In 1956 Tony Bennett was filmed walking along The Serpentine in London as his recording of ‘Stranger in Paradise’ played. This film was distributed to and played by UK and US television stations with Bennett later claiming he made the first music video. In the 1970’s, Top of the Pops became the main way to promote a single as it created competition between artists as there was a strict limit on the number of videos that could be played leading to better videos being shown more on the show. The US market adapts the format with Hullab...
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Textual Analysis: Halestorm - Familiar Taste Of Poison

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The music video is semi-performance, semi-narrative with the music video following the narrative told by the lyrics of the song. The lyrics and the video tell the story of a young woman being poisoned by her lover. There is no diegetic sound in the music video so the audience has to listen to the lyrics of the song to understand what is going on. The music video is slightly performanc e based as we also see the lead singer singing the song throughout . Each of the members of the band play one of the fict ional characters in the narrative with the lead singer playing the murdered woman. The music video starts with multiple establishing shots to set the scene and to show the audience what is happening and where the story is set. Before the singing starts, we are introduced to two of the characters as we see a man in a suit with the name of the band and the title of the song being shown with the man. We are also introduced to the murdered woman who is laying face down in t...
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The Male Gaze

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The term 'Male Gaze' was first coined by Laura Mulvey in her essay 'Visual Pleasures and Narrative Cinema' (1975) where the audience is put into the perspective of a heterosexual male. This can be shown when the camera focuses on women's bodies. The theory shows how women are often deprived of a human identity in film are often relegated to the status of objects used for the gratification of men with women in the audience having to watch from a males perspective. Some theorists have also noted how the sexualisation of the female body often occurs in situations where it has nothing to do with the product being advertised. Mulvey's essay states that the role of a woman in a narrative has two functions 1.As an erotic object for the characters within the narrative to view 2.As an erotic object for the spectators within the cinema to view Mulvey believes that the 'Male Gaze' leads to hegemonic ideologies within society. This is because of the a lot of t...
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