music videos exam practice

Steve Neale argues that the appeal of genres is that they are ‘instances of repetition and difference’. How valid is Neale’s claim?

In your response you should refer to your music video close study products, Billie Jean and Letter to the Free.

(20 Marks)

The suggested appeal of genre are the conventions of Music Videos. These conventions include dance routines, high fashion costumes, performance with narrative, lip syncing, links audio to visuals. An example of this is displayed through Billie Jean. in contrast Letter to the free has an appeal however that is not just associated through typical music video conventions but is unique. 

Firstly, Neale's claim is valid to an extent because Micheal Jacksons Billie Jean was a huge success and did follow many of the music video conventions that have been previously done. This is shown through dance routines, high fashion costumes, performance with narrative, lip syncing, links audio to visuals. The Narrative re-enforces this with Michael Jackson trying to persuade everyone that he is not the father as claimed in Billie Jean and also in real life. Followed by the paparazzi Jackson tries to flee. This is Jackson commenting on a past story where a girl claimed he got her pregnant. The claim was proven to be false. Usually in Music videos the main character is the star and is amazing at what he does which is demonstrated everything he touches is magic. There is also an intertexual reference but re bands something we already know from singing in the rain. mj is the protagonist showing that black people can be the main and not just the beggar. they also have a say. In the first instance, there is a clear connection between the music and the images as he steps on the pavement lighting up following a beat. Furthermore, each cut between shots is on the beat which creates a flow of rhythm to the music. Narratively, as Jackson exits the music ends, physically demonstrating the end. The reporter gets arrested for violating Michael's privacy. But the best part about the end is that you see the man looking at the person who is sleeping in the bed(billie jean)still with so much confusion and pain about the situation, that he makes himself disappear after pulling the sheet on top of him. To me, this is his way of saying he just can't deal with the problem, and he makes his wish to make it go away come true by vanishing. It also represents his vanishing away from the paparazzi. In addition, mise on scene is used to make Jackson portray his awesome qualities such as lighting is used to make him seem like an untouchable lightning king,  lots of flashing lights demonstrating the paparazzi, the billboards are seen looking down on him, further evoking a sense of ‘watching’ and ‘looking’ portraying how he is always being watched by everyone around him (women/paparazzi) from all angles. he is so famous, he is never really alone. This video has a lot of moments of showing Jackson as a star. He’s shown literally turning everything he touches into “gold”, e.g. the Tiger and the Homeless man into wearing a suit. The particular image to the right is definitely aimed to show his star qualities of being able to do a very difficult dance move that has eventually been recognised to be one of his “signature” moves. He is shown giving money to the homeless man at the start, suggesting that’s what hes like in real life. Not only is he trying to say what a god he is in the video but also a representation and a promotion of what he is like in real life. lastly another convention is the lyrics. When the line “I’m not the one” is sang, Jackson is not seen in the bed, signifying his absence and therefore how he is not the father. Moreover, set on a movie set, the line “beauty queen from a movie scene” is connected. This demonstrates how visuals conventionally related to sound in music videos. As Hall suggests, the dominant reading of The whole video has a very positive image to Jackson as it does with most music videos. Gerbners cultivation theory can also be used in this situation as it cultivates an idea about him. Therefore Neales claim of the appeal of genres is that they are ‘instances of repetition and difference’is true as demonstrated by Billie jean conventions directly linking to music conventions. 

On the other hand, Letter to the free resists many conventions which goes against Neales theory that the appeal is that the genre (music videos) are "instances of repetition and difference". Both Billie Jean and Letter to the free are different but still popular. Letter to the free got an Oscar and a grammy award. It rejects the conventional ways of thinking and instead is more focused on getting the message across in not an upbeat, dance environment but more seriously about its historical, political and social context. It focuses on the lack of freedom they have in prison, and the prejudice from stereotypes they receive for being put there in the first place. This context also represents the artist Common in a positive light as a campaigner for the issue that Black Americans were incarcerated in state prisons at an average rate of 5.1 times that of white Americans. This is demonstrated through the lack of narrative, we just follow the life of a black person and see what they see. it shows how black lives are predetermined with racism and things like stop and search which makes it inevitable that they will go to prison and won't be leaving. Exploited by society which prisons do to make money by making them do labour (reminder of how slavery still exists). its a powerful different message delivered smoothly. In addition the lack on music conventions through mise on scene suggests how different videos can be. The video is completely in black and white, displaying the seriousness of the situation and shows how old and long this inequality and racism has been going on for. They need equality. They are dressed in really dark clothes. Everything is dictated with the writing on the wall which says "no excessive noise". Its contradicting because a basketball court should be noisy. Restricting black people from their rights, treated differently. A lot of the framing is behind bars representing the amount of  Black Americans that are wrongly incarcerated.  .The lyrics have so much more meaning behind them compared to Billie jean. For example "institution ain't just a building"- Prison is making money out of prisoners about making them work. "the caged birds sings for freedom to bring" -Reference to intertexuaity of 'i know why a caged bird sings' which is a book about a black women who is fighting for her freedom and "Prison is a business, Americas the company"- Metaphor. Social microcosm for the world. Therefore this shows how  Neales claim is not valid because of how different both music videos are in message, mise on scene, and other conventions.

Uniqueness to music videos is what makes them so appealing altogether. not all music videos follow the same set of rules. this helps us to understand how Neales claim is not valid because of how different both music videos are in conventions