Music Video: Old Town Road CSP

Our first Music Video CSP is Lil Nas X featuring Billy Ray Cyrus - Old Town Road.

This is a culturally significant song and video that allows us to explore everything from narrative and genre to race representations and postmodernism.

Notes from AQA

AQA introduces this text as: "Old Town Road explores the relationship between genre and race, specifically in the country music industry but also, through the use of film genre conventions, the media more widely. The exclusion of Black artists from the US’s country billboard charts has been controversial and Old Town Road crystallises those concerns. Lil Nas X, known as a media influencer before his music career, came out as gay in 2019, which has also affected the way in which the music video has been understood.

"The music video reflects aspects of society and contemporary cultural issues in its discourse on race, gender and musical categorisation. An interesting area of discussion might be to what extent the music video as a form can transmit political messages. The economic context would include the ways in which artists make money from music videos, in this case the different iterations of video and song can be seen as a strategy to maximise the audience and profit."

Source: AQA Close Study Product booklet.

Introduction

Old Town Road is the debut single of American rapper Lil Nas X and was first released independently in December 2018. After gaining popularity on TikTok, it was re-released by Columbia Records in March 2019 followed by the music video ('Official Movie') in May 2019 featuring country legend Billy Ray Cyrus.

The song has been classified as 'country rap' - a hybrid genre not usually seen in the mainstream. The Billboard magazine country chart disqualified in on the grounds it was not country, sparking debate about genre-bending records. The song eventually peaked at number 1 in the US charts and is one of the highest selling songs of all time. 

Social and cultural contexts: Yeehaw movement

Lil Nas X and Old Town Road are seen as a significant moment in the Yeehaw Agenda. This is a social movement started by online pop culture archivist Bri Malandro. She created an Instagram account to celebrate black cowboy aesthetics in popular culture and reclaim black identity in a notoriously white genre. 

The movement is an attempt to highlight how the black cowboy has been erased from American culture. Despite the fact around 25% of cowboys were black in the 1800s, media representations depict cowboys as almost exclusively white. 

Lil Nas X: Old Town Road Official Movie

Lil Nas X - Old Town Road: Blog tasks

Background and cultural contexts

Read this Vox feature and podcast transcript on Lil Nas X and Old Town Road. Make sure you read the whole thing - including the podcast transcript - then answer the following questions: 

1) What is the big debate regarding Old Town Road and genre?

2) What do you learn about the background of Lil Nas X and Old Town Road from the podcast transcript?

3) What is the Yeehaw agenda?

4) How did the story become a debate about race in America?

5) How does Charlie Harding sum up the whole thing in the final part of the podcast transcript?


Now read this Salon feature on Lil Nas X and LGBTQ+ identity. Answer the following questions:

1) How did Lil Nas X announce his sexuality on social media?

2) Why does the article describe Old Town Road as 'genre-blurring'? 

3) How has country music demonstrated the social change taking place in American culture and society? 

Old Town Road textual analysis

Watch the video again and answer the following questions. Use your notes from our in-class analysis to help you:

1) How are narrative features used in the music video? Apply narrative theory here.

2) What examples of genre conventions and intertextuality can you find in the video?

3) How are technical codes used to create meanings in the video? Analyse camerawork, editing and mise-en-scene and make specific reference to moments in the video.

4) How are representations of race and ethnicity constructed in the video?

5) What other representations can you find in the video? You may wish to comment on gender, sexuality or America/American culture. 

Old Town Road Media Factsheet

Finally, read Media Factsheet #262 - Old Town Road. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following questions: 

1) Who are the celebrities that appear in cameos in the video? 

2) Choose three of the key terms defined on the first page of the factsheet and write the definitions here. Focus on terms you are unfamiliar with.

3) How did Lil Nas X use social media to boost his own popularity and the success of the video?

4) Look at the video analysis on page 3. What conventions of the western can be found in the video? 

5) How does the video begin? 

6) What does the factsheet suggest regarding the modern-day part of the video? 

7) How can the video be read as a reinforcement of capitalism and the American dream? 

8) How does the factsheet suggest the video creates a hyperreality? 

9) How is masculinity represented in the video? 

10) Look at the final page. What theories are suggested for this CSP and which do you think are the most useful? 

A/A* extension tasks

Read this W magazine feature on how the social media world (including Miley Cyrus) reacted to the video. What does this suggest about how digital media is impacting on traditional media products like songs and music videos?  

Magazines: Front cover practical project

The best way to learn the conventions of a media product is to create one. Your first task for the Magazines unit is to create an original front cover for an existing magazine.

This will also help to prepare you for the cross-media coursework starting with your coursework teacher in July.

Task: Choose an existing magazine and create a front cover for a new, original edition of your chosen publication.

Previous year examples: 

Magazine practical production: tasks

Create a blogpost called 'Magazine practical task research and planning' and complete the following tasks:

Research

1) Use Google to research potential magazines that you could use as your brand/design for this project. Create a shortlist of three potential magazines and upload an example front cover from each one. We recommend looking at lifestyle magazines or a similar genre as these are more achievable to re-create.

2) Choose one of the three magazine brands to use for your project e.g GQ, Vogue or The Gentlewoman. Then find three different front covers for your chosen magazine and embed them in your blogpost. Analyse the fonts, colours and typical design. What is the language or writing style? How are the cover lines written? What camera shot is generally used for the cover image? You need to become an expert in the design and construction of this magazine and its branding.

Planning

1) In your blogpost, write your main cover line (also called the 'main flash') - this is the main cover story that links to your central image. It must be 100% original - all your own words.

2) Briefly plan the image you will need for the cover - model, costume, make-up, lighting etc. At this point, simply describe the image you need to capture.

3) Write the cover lines and any additional text you need for your magazine cover.

4) Sketch out your cover on plain A4 paper using your written planning. Take a photo of your sketch and upload it to your blogpost.

Photoshoot

We will do a photoshoot in class next week with lighting and backdrop. However, if you prefer you can arrange your own photoshoot for the cover image in your own time - you can use your phone or your own camera to take an image. If you don't have a phone or camera that is suitable, you can sign out a camera from Mr Ray.

1) On your planning document blogpost, state the date, time and location of your photoshoot and the name of the model or photographer you will use (you can choose anyone to be your cover model or you can be the cover model yourself).

Photoshop or InDesign?

You will have one Media lesson to create your magazine cover on Adobe Photoshop or InDesign but you will probably need more time than this. In order to complete this work, you will need to work in DF06 when you don't have other lessons or use Photoshop/InDesign at home. You already have access to Adobe at home via our fantastic Adobe Creative Cloud subscription (worth around £25/month!) as long as you have a PC or laptop that can run it.

Online tutorials

The best way to learn Photoshop is simply to start creating your magazine cover and learn as you go. There are thousands of tutorials on YouTube to help you - here are just a couple of examples of Photoshop tutorials: 

You can find an excellent InDesign tutorial here or alternatively try this: 

Publication to blog and evaluation

1) Once you have completed your design you need to save or export a copy as a JPEG image. Then, upload it to your blogpost. 

2) Upload two genuine covers of the magazine you have used and put them next to your front cover. This is a brilliant way to check how professional your work looks alongside the real thing.

3) Write a short evaluation of your work: have you succeeded in your brief to create a new, original edition of an existing magazine? Does your cover stand up alongside the genuine covers of your chosen magazine? How professional is your work alongside those genuine examples?

4) Finally, what would you do differently if you completed this assignment again?

Deadline: see Google Classroom

Music Video: Introduction

Our next topic is Music Video - with two contrasting Close-Study Products.

Music video is a targeted CSP which means we need to focus on media language and representation - Paper 1 Section A. The CSPs are Old Town Road by Lil Nas X, featuring Billy Ray Cyrus, and Ghost Town by The Specials. We'll be looking at a range of representations across the videos including race, ethnicity, social class and also incorporating post-colonial theory.

An introduction to Music Video: notes

Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.

Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.

Andrew Goodwin's conventions of music video

Andrew Goodwin's theory of music video is a useful one to learn when analysing music videos. His theory states that music videos contain some or all of the following elements:

• A link between the visuals & lyrics (complement, contradict or amplify)
• Genre characteristics (heavy metal in industrialised settings; rap music in urban street contexts etc.)
• Contain intertextual references (references to popular culture)
• Contain notions of looking (e.g. screens within screens)
• Include objectification of females (e.g. male gaze)
• Include demands of the record label (close ups of lead singer, symbols or motifs associated with the band / performer etc.)
• Video will be performance, narrative or concept based.

Intertextuality

Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.

Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.

Notable examples of intertextual music videos:

Music Video introduction blog task

This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 questions:

1) What is the purpose of a music video?

2) How has the digital age changed the production and distribution of music videos?

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

4) What are the key conventions of a music video?

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.

6) What examples are provided in the factsheet for intertextuality in music videos?

7) Why do audiences enjoy intertextual references in media products?

8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:

• Conventions (movement/narrative/artist)
• Intertextuality
• Representation
• Audience

9) Watch the video for Ice Cube's It Was A Good Day (1993). How did this video set the conventions for later hip-hop music videos?



10) How important do you think music videos are in the marketing and promotion of music artists today? Are music videos still essential to a band or artist's success? You need to form your own opinion here.

Due date on Google Classroom

TV: Final index

We have completed excellent in-depth studies of Capital and Deutschland 83 alongside important work on political and postmodern theories as well as industry contexts.

We now need to create an index to ensure we haven't missed any vital notes or tasks. As you know, keeping an index of all your work is extremely good practice from a revision perspective. This keeps the vital CSP information fresh in your mind and also highlights if you've missed anything for any reason. 

TV: final index

Your TV index should include the following:

1) Introduction to TV Drama
2) Capital: CSP case study and analysis
3) Capital: Marxism and Hegemony

4) Film industry assessment LR
5) Deutschland 83: CSP case study and analysis
6) Postmodernism and Deutschland 83
7) TV: Industry contexts

For your index, it needs to link to YOUR corresponding blogpost so you can access your work and revision notes quickly and easily. This also means you if you have missed anything you can now catch up with the work/notes and won't underperform in the upcoming assessment and end of Year 12 exam due to gaps in your knowledge.

Due date: on Google Classroom

Advertising & Marketing: Index

We have completed some excellent work on our Advertising and Marketing CSPs. We now need to create an index to ensure we haven't missed any vital notes or tasks.

As you know, keeping an index of all your work is extremely good practice from a revision perspective. This keeps the vital CSP information fresh in your mind and also highlights if you've missed anything for any reason.

Advertising and Marketing index

Your Advertising and Marketing index should include the following:

1) Advertising: Introduction to advertising
2) Advertising: the representation of women in advertising
3) Advertising: Gauntlett and masculinity
4) Advertising: Score hair cream CSP

5) Advertising: Introduction to Postcolonialism
6) Advertising: Sephora Black Beauty is Beauty CSP

For your index, it needs to link to YOUR corresponding blogpost so you can access your work and revision notes quickly and easily. This also means if you have missed anything you can now catch up with the work/notes and won't underperform in future assessments/exams due to gaps in your knowledge.

Advertising and Marketing assessment

You will have an assessment on the Advertising and Marketing topic in the next two weeks - date confirmed by your exam class teacher. This will feature questions on an unseen text and your Advertising and Marketing CSPs. Use your index to help revise the key theories and CSPs for this topic. 

Index due date: on Google Classroom

TV: Industry contexts

The television industry has changed significantly in recent years and we need to explore some of these industry contexts to go alongside our analysis of Capital and Deutschland 83.

As an in-depth topic, we could be asked any kind of question on television - language (e.g. genre or narrative), representation, audience or industry. Aspects of the industry context include the rise in foreign-language television and the impact of digital media (the internet and streaming) on the TV industry. You should also revise your work on public service broadcasting and regulation from earlier this year - these could be crucial in answering a 25-mark essay on industry contexts.

The rise in foreign-language television

Through globalisation and developments in technology, the way we watch television is completely different to even 15 years ago. We need to explore the rise in popularity of foreign-language television and work out why audiences like it and what is behind the recent surge in interest.

Foreign-language television

Foreign-language television is becoming increasingly mainstream with the rise of on-demand services such as Netflix and Amazon Prime alongside UK digital channels such as BBC4.

Audiences are now accustomed to 'binge-watching' TV drama and seem increasingly open to content from around the world. This perhaps reflects the global nature of the internet and the fact younger generations are more likely to see themselves as global citizens. It also reflects the global nature of the television industry with a small number of international media conglomerates owning the vast majority of TV production companies.

Walter Presents

‘Walter Presents’ is a video-on-demand (VOD) service from Channel 4, available through their online streaming site All4. The service presents international TV drama curated by Walter Iuzzolino.

The service aims to avoid so-called arthouse programming in favour of more mainstream productions, aimed at competing against Netflix and Amazon Prime. Walter Iuzzolino stated any selected show must be popular in its native country and it must be “award-winning or critically acclaimed”.

Watch the trailer for the ‘Walter Presents’ service and think about the following questions:

• Close-textual analysis: how does the trailer use film language to encourage the audience to watch?
• What conventions of TV drama are highlighted in the trailer?
• How many clips from Deutschland 83 can you spot?
• What audience pleasures are suggested by the trailer?

Meet Walter promo clip

Channel 4 created a short introductory video for ‘Walter Presents’. Watch the clip and think about the following:

• How is Walter introduced?
• What target audience is this aiming at? 
• What audience pleasures are suggested from the promo?
• What does Walter say about TV drama? 

The impact of new and digital media on television

New and digital media - the internet - has had a huge impact on the television industry in the last 15 years. Streaming services like Netflix and Amazon Prime have fundamentally changed the way we watch television. Remember, Netflix has gone from a mail-order DVD company to a giant in the television content production industry in less than 20 years. Netflix now spends upwards of $8 billion a year making original TV programmes - more than the budget for the entire BBC.

Watch Newsweek magazine's short video on how Netflix changed TV:



TV Drama

One of the key genres for Netflix and Amazon Prime is TV drama. Many of these dramas now have the budgets and production values of Hollywood movies and many top actors are choosing to work in television rather than film.

In addition, the increase in streaming services has created a worldwide distribution network for acclaimed foreign-language TV dramas such as Deutschland 83.

Streaming services and audiences

For audiences, streaming has changed the way we watch television. 

'Event TV' (also known as 'appointment-to-view') is far less common now. This is when millions of people around the country would tune in to watch the latest episode of a drama at a set day and time. Many people now 'binge-watch' TV dramas by watching multiple episodes back-to-back.

Television industry contexts: Blog tasks

To finish our work on television, we need to complete some tasks exploring industry contexts around foreign-language TV, the changing audience for television and how streaming impacts the way audiences consume TV. Indeed, when answering these questions, consider the issues from both an audience and industry perspective.

Independent: British viewers can't get enough of foreign-language dramas

Read this Independent feature on foreign-language dramas. If the website is blocked or forcing you to register you can access the text of the article here. It features an in-depth interview with Walter Iuzzolino who curates Channel 4's Walter Presents programming. Answer the questions below:

1) What does the article suggest regarding the traditional audience for foreign-language subtitled media?

2) What does Walter Iuzzolino suggest is the key appeal of his 'Walter Presents' shows?

3) The article makes an interesting claim for the popularity of subtitles in the multi-screen age. What does it suggest?

4) What are the other audiences pleasures of foreign TV drama suggested by the article?

Film School Rejects: The foreign TV dramas you're missing out on

Now read this Film School Rejects feature on the foreign TV dramas you're missing out on. This contains some particularly useful background on Deutschland 83's reception internationally. If the website is blocked, you can access the article text here. Answer the following questions:

1) What does the article tell us about Deutschland 83's release schedule?

2) The article contains important statistics on viewing figures in different countries. What were the German viewing figures for the first and last episode? What were Channel's 4's viewing figures for Deutschland 83?

3) Who are the two production and distribution companies behind Deutschland 83 and what did they announce in October? 

4) How does Walter Iuzzolino use social media to engage audiences in new international TV dramas? How does he suggest this has changed the reception of foreign productions in the UK?

The Guardian: How Britain's TV industry is struggling in the streaming era

Read this Guardian feature on how Britain's TV industry - particularly public service broadcasters - are struggling to keep up with the American streaming giants. Answer the following questions: 

1) What is happening to UK public service broadcasters like the BBC and Channel 4 when it comes to TV drama? 

2) Look at the middle of the article where global budgets are discussed. What was the peak of the global premium TV streaming market and what has it dropped to in recent years? 

3) What are the typical production costs per hour of high-end TV production? Why does this create a challenge for Britain's public service broadcasters? 

4) Look at the end of the article. Why is there still an optimism about the British TV industry?

Media Magazine: Netflix and the Cultural Industries 

Finally, go to our Media Magazine archive and read the article on Netflix and the Cultural Industries (MM63 - page 45). Answer the following questions:

1) What does David Hesmondhalgh argue with regards to how the creative industries have changed since the 1980s?

2) What is technological convergence? 

3) How are technology companies challenging traditional broadcasters in the TV industry?

4) The global nature of modern television means producers are having to consider international audiences when creating content. What example from Netflix does the article use to explain this?

There is a fair amount of work here - the questions are not too challenging but there is plenty to read. Feel free to answer the questions in bullet points if you find it quicker. Remember, this reading and notetaking will prepare you brilliantly for the extended essay question in Media Paper 2 - particularly if the question focuses on industry or audience.

Due date: on Google Classroom

Extension tasks

If you're particularly interested in this industry, you may want to read the following articles or take on the following tasks that go into more detail on the TV industry:

Look at this IndieWire feature on the rise of international television. If the website is blocked, you can access the text from the article here. What cultural differences are highlighted in the article - for example in turning 'Prisoners of War' into 'Homeland' when remade in the US?

How do changes in technology influence the creation of TV dramas such as Capital or Deutschland 83? Try and make specific references to the two TV CSPs in your answer.