Musical taste can be a controversial topic, almost to the point of Tribalism. It is contentious because it defines and often signifies personality and lifestyle. Musical taste is about the way you dress, speak and sometimes act.
A stereotypical example of this would be people who listen to the genre death metal would tend to wear black, have a few piercing etc. However, all commentators agree that music and its trends- sit at the epicentre of popular culture.Some critics believe that music and the industry are in many ways incompatible terms. It is this ‘dynamic tension’ between the organic and synthetic that exists between the artistic and commercial forces of underpins the success of this vast media business. Our artist is organic, the music comes first, it is a DJ not something a media company has put together and the artist does what he wants, with his music and the way he presents himself, its not a “show or an act”.
In our music video we really show this by not have a lot of flashy mise en scene but a very simple set up with just the DJ, some lights and his decks to show what the really importance of making a music video is, the music. We show a topic which, in life is very much discussed, the corruption of the younger generation. In our video we tried to keep the DJ’s face hidden so that kept his identity. Another feature to consider is the music industry ‘synergetic connections’ with other media forms, this codependence with other media means that a ‘mutual reliance’ can be productive but also risky.
The place of the Pop Video is only one strand of an often multimedia campaign. The music industry is dominated by 3 trans-national corporations (conglomerates) which are Universal, Sony/BMG and EMI, know was the Majors. Most Majors also own, or license, a string of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre; these companies are known as ‘major independents. Finally, there are a huge number of small companies with little or no financial connections to the majors. This is one of our companies, meaning that we are not run by anyone allowing us to be less synthetic and more organic.
Music video serves a number of different functions, it promotes a specific single and, normally, an album. Promotes a specific artist or band whilst its creates, adapts or feeds into a ‘star image’. However, our music video does not quite follow all these conventions, it less promotes the artist but more the music which the artist generates, the artist represented as unidentifiable and hidden, which in a way could create a mysterious star image, like the Gorrilaz how all there music video’s are cartoons and when they perform live its there cartoons and you cant see them. The music video entertains as a product in its own right, it reinforces, adapts or undermines the ‘meanings’ of a song.However, there are current ‘threats’ to the music video, in many respects the pop video is becoming defunct and irrelevant. There is illegal internet downloading with sites such a limewire costing the music industry millions. There are manufactured programmes with live feeds, the vidvet or ivideo and music television becomes more mainstreams with television channels such a MTV.
