History of music channel- VIVA

Viva (stylised as VIVA) is a music video and entertainment channel in the United Kingdom and Ireland. The channel was officially launched on 26 October 2009 by Alexandra Burke, with an exclusive live performance of her single "Bad Boys". The channel replaced TMF.The channel is owned by MTV Networks Europe and was originally a German channel. It is also the first channel from MTV that is onFreeview. It launched on 26 October 2009 as a "shop window" service for its pay-TV channels such as MTV and Comedy Central.


The first music video to be shown on Viva was Alphabeat's "The Spell" in The Official UK Chart Show Top 20. It originally broadcast for 24 hours a day until Nick Jr. was removed from the schedule for unknown reasons (possibly related to Nickelodeon's worldwide rebrand). Therefore its hours were reduced to 09:00 - 06:00. It was further reduced to 09:00 - 03:00 on 1 August 2011. The unused hours are now used for teleshopping.

On 19 September 2011 the channel started broadcasting in the 16:9 picture format but the DOG is still set to the 4:3 picture format and looks stretched; also, 4:3 programmes are appearing incorrectly with the top and bottom of the image cropped.

As well as music videos, Viva also shows programmes from other Viacom channels including MTV, and Comedy Central.

• Pretty Little Liars
• Brooke Knows Best
• The City
• The Hills
• Jersey Shore
• Hogan Knows Best
• Fly Girls
• Blonde Charity Mafia
• True Beauty
• New York Goes to Hollywood
• Run's House
• Daddy's Girls
• Suck My Pop
• My Super Sweet 16
• America's Best Dance Crew
• South Park
• Punk'd
• Jackass
• Scarred
• Two And A Half Men
• 16 and Pregnant
• The Osbournes
• A Shot at Love with Tila Tequila
• Scream Queens
• Bromance
• MTV Cribs
• Dirty Sanchez
• Hulk Hogan's Celebrity Championship Wrestling
• Pants Off Dance Off
• Community
• Teen Cribs
• The Official UK Chart Show
• Slips
• The Fresh Prince of Bel Air

Computer generated imagery in music videos

Computer-generated imagery (CGI) is the application of the field of computer graphics or, more specifically, 3D computer graphics tospecial effects in art, video games, films, television programmes, commercial simulators and simulation generally, and printed media. The visual scenes may be either dynamic or static.

The term computer animation refers to dynamic CGI rendered as a movie. The term virtual world refers to agent-based, interactive environments.

3D computer graphics software is used to make computer-generated imagery for movies, etc. Recent availability of CGI software and increased computer speeds have allowed individual artists and small companies to produce professional-grade films, games, and fine art from their home computers. This has brought about an Internet subculture with its own set of global celebrities, clichés, and technical vocabulary.

The Band Gorrilaz created in 1998 by Daman Albarn and Jamie Hewlett. This project consists of Gorillaz music itself and an extensive fictional universe depicting a "virtual band" of cartoon characters. This band has four animated members: 2D (lead vocalist, keyboard, and melodica), Murdoc Niccals (bass guitar and drum machine), Noodle (guitar, keyboard, and occasional vocals) and Russel Hobbs (drums and percussion). Their fictional universe is explored through the band's website and music videos, as well as a number of other media, such as short cartoons. The music is a collaboration between various musicians, Damon being the only permanent musical contributor. Their style is a composition of multiple musical genres, with a large number of influences including:alternative rock, dub, hip hop, electronic, and pop music.

Music videos and Intertextuality

 The video Innocence by Nero uses intertexuality by using the chinese cartoons.






























Intertextuality is the way in which one media text is referenced in others. An example of this is Lady gaga's paparazzi.

The video of Robbie williams 'you know me' This video features the artist being taken to an‘Aliceinwonderland’ style setting with RobbieWilliam's dressed up as the rabbit from the film. This creates intertextuality between the film and his musicvideo. Also at the end of the video there is a shot of the artist in the Metro-Goldwyn Mayer trademark lion replaced with the rabbit character

Timeline poster of music video history

Case study of a music producer

Martin Karl Sandberg, known professionally as Max Martin, (born 26 February 1971) is a Swedish music producer and songwriter. Raised in Stenhamra, a suburb of Stockholm, Sweden, he broke through as a producer and songwriter in the mid to late 1990s after crafting a string of hits for pop artists like the Backstreet Boys, Britney Spears, *NSYNC and Robyn. Some of his earlier hits include "I Want It That Way", "...Baby One More Time", "Larger Than Life", "Show Me the Meaning of Being Lonely", "Oops!...I Did It Again", "Everybody (Backstreet's Back)", "That's the Way It Is", and "It's My Life".

His trademark during the second half of the 1990s and the early 2000s was a danceable, keyboard-laden pop sound that blended music styles such as funk, heavy metal and europop. However, with Kelly Clarkson's 2004 and 2005 hits "Since U Been Gone" and "Behind These Hazel Eyes", Martin stepped back into the spotlight after reinventing himself with a heavier, rock-tinged sound.

Since 2008, he has written and co-written more than 11 number-one hits, including "So What" and "Raise Your Glass" by Pink, "Hot n Cold", "I Kissed a Girl", "E.T.", "Teenage Dream", "California Gurls", and "Last Friday Night (T.G.I.F.)", by Katy Perry, "My Life Would Suck Without You" by Kelly Clarkson, and "If U Seek Amy", "3" by Britney Spears. Since 2010, he has co-written 10 top-10 singles, including "Dynamite" by Taio Cruz, "DJ Got Us Fallin' in Love" by Usher, "Whataya Want From Me" by Adam Lambert, "Raise Your Glass" and "F**kin' Perfect" by Pink, "What The Hell" by Avril Lavigne and "Hold It Against Me", '"Till the World Ends" and "I Wanna Go" by Britney Spears.

Below is an example of a music video he has produced 

Case study of a recording label

Def Jams recordings is an American record label which revolves mainly around hip hop and urban music. Def Jams is owned by Universal music group, in the UK Def Jams is owned by the Mercury music group and also operates in Japan, operating through Universal Sigma Music. Some examples of artists owned under Def Jams Recordings are Kanye West, Rihanna, Young Jeezy, Rick Ross and Ne-Yo. The company was founded in 1984 and was founded by Rick Rubin, LL Cool J, Russell Simons.

Goodwin/Mulveys theory applied to music video

The idea of Voyeurism arouses from Freud Sigmund the famous psychologist who stated that by looking we gain sexual pleasure within the world of cinema. 


Both voyeurism and the notion of looking within all music videos nowadays and it is how artists sell their music using the idea of 'sex appeal'. This idea is mainly aimed at males where in which females within the music video act extremely seductively using their body language and facial expressions. The clothes worn by women is also of a sexual nature things such as bikinis and mini skirts and shorts are extremely common and this is done to keep the audience glued to the screen. Camera angles such as low angle shots and extreme close ups are used in order to emphasise the actresses best features which in music videos will commonly be face, breasts, midriff, bottom and legs. This is evident in the music video 'satisfaction' by Benny Benassi. The constant close ups on the the body and face as well as the use of both direct and indirect address are used to create a feeling of voyeurism. Within this music video there are a lot of jump cuts on different body parts. Not only does this go with the beat of the music but it is also used in sexual ways, demonstrating legs, bum, breasts and face. As well as this in male performance videos voyeurism is widely used, this is done to give status to the male performers demonstrating that they don't need to make much of an effort in order to get Girls but in fact they come to them. We can clearly see this within the music video 'hot in here' by Nelly despite his effortless traits he still manages to lure all the Girls in. This shows us the artists lifestyle of luxury, with everything they want which is exactly what teenagers aspire to be like, the girls within this video are used to flatter Nelly's ego this is done using closeups presenting girls facial expressions which are always content, and happy exposing to the audience that the artist is 'everything they want' flattering the artists ego. 


Feminist film theorist, Laura Mulvey wrote the essay visual pleasure and Narrative Cinema' Mulvey identifies three "looks" or perspectives that occur in film which serve to sexually objectify women. The first is the perspective of the male character on screen and how he perceives the female character. The second is the perspective of the spectator as they see the female character on screen. The third "look" joins the first two looks together: it is the male audience member's perspective of the male character in the film. This third perspective allows the male audience to take the female character as his own personal sex object because he can relate himself, through looking, to the male character in the film


However the video 'every time we touch' by Britney Spears can be argued that it goes against Laura Mulvey's theory, instead of being sexually objectified we see Britney in a different light, innocent, sweet and heavenly. In this video she is not sexually objectified yet the performance tells a heart- rending story of Britney committing suicide in the bath. Yet it could be argued that this was done simply to match the story line of the lyrics. In contrast to being upbeat the song has a depressive beat as well as lyrics therefore this the video that would ideally link in with this song.


In conclusion: Goodwin and Mulvey's theories do make sense and therefore can be applied to music videos, yet this is to a certain extent as it is visible that representation of females in a sexual way is extremely common and therefore supports their theories, however it is clear that men can also be used to display the idea of sexual pleasure, take the video 'Like I love you' by Justin Timberlake which presents Justin as being the centre of attention, the one who wants to get the girls yet struggles to, in certain cases it is the male persona that steals the attention of the camera and therefore we can not apply this to Goodwin and Mulvey's theory. 

Stars changing image- Rihanna

Rihanna Analysis

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Celebrity changing faces Nicki Minaj

Nicki minaj

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Applying Goodwin's theory

Applying Goodwin's theory to music videos - Beyonce single ladies

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Voyeurism analysis

Voyeurism

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Little Red Riding hood third task

Little Red Riding hood second task

 Our second task was to take half the images off to demonstrate that even though these images were taken off and the narrtive didn't tell a complete story the music video was still able to proceed.

Little Red Riding hood

 We were set the task to create a storyboard for Little Red Riding hood. The aim was to make it suitable for a music video but disjointed and different, with a weird story, weird shots and weird edits. The aim was to make it weird! In doing this we decided that there should be a lot of jump cuts to go with the out of this world narrative. Our story board included three characters:

• Little Red Riding hood
• Nanny
• The wolf

With this we built upon the idea that instead of the wolf eating nanny it was all imagined because innocent nanny is actually secretly a drug addict and the reason that Little red riding hood is going to visit her nan is because she wants to fulfil her drug addiction. We then move the story on by demonstrating the effects that the drugs have and the wolf is actually simply a hallucination that they both experience due to being completely off their trolley. We made sure to include a few extreme close ups to show what was happening within the story.

Voyeurism analysis

These videos all share one thing in common, the main focus in on chests, midriff, bottom and legs and when there is a close up on the faces the expressions tend to look orgasmic. Music videos is all about exploiting woman.