Music Video Analysis: Gwen Stefani - Sweet Escape

There have been many theories of Music Videos, recently I have looked at the book 'Dancing in the Distraction Factory' by Andrew Goodwin. Goodwin wrote 5 main points to do with music videos, as follows:

1. There is a relationship between lyrics and visuals
2. There is a relationship between music and visuals
3. There is a style which the music artist goes for which is consistent throughout their work
4. There is a frequent reference to the use of 'looking' which includes screens within screens, telescopes etc etc. Also the treatment to the female body in music videos.
5. There is an in-textual reference to films, TV programmes and other music videos.

I have chosen to look at Sweet Escape by Gwen Stefani. This music video was directed by Joseph Kahn. This music video fits in with the genre of pop. This music video also featured Akon who helped write the song with Gwen.

The music video is set in a gold jail, this instantly shows the viewer that something bad has happened because the sign of jail or being locked up is a negative such as in the lyrics she says 'I must apologize for acting stank and treating you this way' this is obviously directed at one person, this could also link to her heart being locked away or shut out from the outside world. In the lyrics it says 
'Cause I've been acting like sour milk all on the floor
Its your fault you didn't shut the refrigerator
Maybe that's the reason I've been acting so cold?' 
This verse is showing how she has behaved to be 'locked away' and for her to want the 'sweet escape'. 'Sour Milk' is another way of the lyrics saying she's been mean or not nice, 'all on the floor' can be everywhere or publicly which can link to her being an embarrassment to somebody and wanting for be forgiven. 

At the beginning of the music video, the images on the screen change with the beat of the music but then stop when she starts singing. This music video is more performance based and the artist is a solo artist so there are no instrumental bits in this video. The speed of the music and visuals are in time with each other and this is what allows the music video to flow better. 

The record company Interscope Records which Gwen Stefani works with aims to sell this track with a mixture of 'more modern pop sounds'. The image which Gwen is trying to show is her less sexually but still making her look feminine by giving her a tight outfit which also looks like a stereotypical jail clothes. Looking at other music videos which Gwen Stefani has done there is a link with the style which she goes for such as the style of clothes which she wears in her music videos; I have noticed that she wears a mixture of tomboy clothes which still look feminine, or she goes for big statement outfits which fit into her music videos. Such as in her one of her music videos 'What you waiting for' she wears costumes fitting in with Alice in Wonderland. In another one of her music videos 'Rich Girl' her music video is set on a pirate ship where you see her in various costumes but still looking glamorous and isn't represented too sexually. 

     

 

Rich Girl 

Costumes which she wears in music video.

 What you waiting for 
Various themed costumes

Gwen Stefani is represented sensibly in shots in her music video but she still looks 'sexy', during the music videos you don't see anything you shouldn't see but she still wears cropped tops and shorts. They do use close ups on her during the videos but the closeups are only on her face. In this music video there was no reference to 'looking' but in other videos she has used 'looking' in her videos such as Rich Girl; she uses a telescope.

I think that this video doesn't fit into other music videos, but the video does fit into her image, this music video doesn't have any other links either with films or programmes.  

Movie Music

A Brief History Into Movie Music:

In the 1900's it was the era of silent movies, soundtrack was played throughout the film to help tell the story and was mostly played on piano.

In 1915 scores were beginning to be used in music.

In the 1930's to 1950's Movie Musicals kicked off and changed how music was represented in films. 

In the 1960's film soundtracks were being produced for different musicals, such as Westside Story. 

How can movies help the music industry?

Movies can help the music industry but using songs in films which can promote a song but can also help promote the film. This can be used as a marketing tool.

Using music in films can expand the target audience which will raise the profile of the music artist and boost the artists media platform in the music industry. 

The music artist will get benefits out of the song they have produced, it will mean that the music artist can get more recognition, can create a image or change their image, their song will never be forgotten because it will star in a film which people can watch over and over again. The release of the track will help boost the sales of the film and the artists albums and concerts.

Examples of Films with famous tracks:

Singing In the Rain - 'Singing in the Rain - Gene Kelly' 

This a the song which is featured in the film Singing in the Rain the artist which sings this song is an actor.

Trainspotting - 'Lust For Life - Iggy Pop'

In this music video it cross cuts between shots from the film and the artist.

Main Functions of a Music Video

We have recently looked at the main functions of a music video and what the purpose of a music video is.

Main Functions:

 - To Make Money

 - Creating Persona

 - Representing genre

 - Creating a Fan-base or expanding on Fan-base

 - More artist recognition

 - Increasing Sales - Albums & Concerts

 - Product Placement

 - A Media Platform - TV or Radio

Music Videos have been supporting artists song since 1929 with Bessie Smith, however in the 70's was really when the music industry kicked off, with Queen releasing 'Bohemian Rhapsody'. In 1981 MTV was launched which became the artists promotional tool of the decade, this meant that music artists had the opportunity to advertise their songs at their directed audience.

In 2005 YouTube was created which meant that music artists could post their music videos to the public, it was free which meant that they wouldn't have a $1 million budget like Michael Jackson - Thriller.

There are 3 catergories which music video's fit into : Performance Based

                                                                               Narrative Based

                                                                                          &

                                                                               Concept Based

                                            

Performance Based:

Specialising in featuring the artist of the song performing live throughout most if not all of the video.

Foo Fighters - 'Best of You'


Narrative Based:
A music video that uses actors and the artist to attempt to tell the story.

Gwen Stefani -  'Cool'


Concept Based:
Creative music videos based around a concept or idea.

Ok Go - 'Here we go again'

Introduction

Hi I am Abby, I am currently studying Media Studies as part of my A - Levels. Our task was to create 'A promotion package for the release of an album, to include a music video, together with either a website homepage for the band, a digipak for the albums release or a magazine advertisement for the digipak.'

I am looking forward to doing this project a lot mainly because we get the opportunity to create a music video with a song of our choice and we get to develop skills in directing in our music video. In the short term I will be investigating music promotion and the functions of music videos.