Unit 29- Music Videos- Purposes of music videos Piktochart

https://magic.piktochart.com/output/19104116-purposes-of-music-videos

Unit 29- Examples of Techniques within music videos

Techniques: 
Cutting to the beat- Cutting to the beat is a technique used where whenever there is a change in beat the scene changes/cuts/transitions almost suddenly to keep in time with the beat. One good example of this where cutting to the beat is used throughout the whole video is The white stripes- 'Hardest button to button'.



Effects- Some music videos will be very special effect reliant and might have an overuse of stunts or CGI. Thriller is a good example of a video that relies heavily on special effects and for the time it was made, it was the most expensive music video ever produced just because of how many effects and makeup were used.



Multi image- Where multiple videos or footage sources are on one screen showing more than one thing is going on. Usually these are edited so that they are synced up and the footage in the different videos usually relates.

Chroma key (green screen)- This is when a background is digitally imposed for certain scenery in the background. Kanye West's 'Bound 2' uses green screen throughout the entire video with alls there being in the background is shots of different landscapes and scenery.

Unit 29- Music Video Production- Styles of Music Video

In Concert or Live Footage- This is when the music video is basically made up of a live performance or live footage rather than it being a performance or production that was put together specifically from the song. It could be from an artists concert or feature footage from their musical journey (as is often the case with artists from talent shows).

James Arthur- Impossible- When James Arthur won the X-Factor the first music video he released for his song impossible featured only footage from his time on the X-Factor showing his journey from audition to actually winning the show.





Animation/Stop Motion- This is when instead of live action performances with people, instead digital animation of stop-motion will be used to tell the story. (Stop motion is when a series of pictures are taken consecutively in order to create the impression of an object moving).

Animation- Kanye West- Heartless



Stop Motion- Radiohead- Burn the Witch




Interpretative- This is when a music video can be interpreted by an audience in anumber of ways whether it is through the performance or the visuals and will use their knowledge to come to their own conclusion and their own meaning from the video. The video does not have to have a set meaning or lesson that is being taught.

Sia- Chandelier- Within this video it is just performance with the main character only dancing throughout. There is no real story so therefore it is up to the audience to make of what they have been presented with.




Narrative- A narrative music video is when the video we are watching has an actual story to tell. There will be characters with a beginning, middle and end to the video. The video will give song meaning but can also be reflective of the artist. In a sense you can tell when a video has an actual narrative due to the fact that it is almost like a small film and therefore cinematic techniques will be easily identifiable/recognisable even by an audience that aren't professionals.

Ed Sheeran- Don't- The song itself tells the story of Ed Sheerans breakup with Ellie Goulding after she cheated on him with One Direction member Nial Horan a few years ago. The music video however essentially tells the story of Ed Sheerans life, showing a man living in what is essentially poverty and making his way to the top with an expensive house, nice clothes and living a happy life. This is reflective of Sheerans life who was sleeping on trains and peoples couches in between gigs just trying to make a living as an artist in London.





Impressionist- Try to represent real life through the different scenes throughout but usually have some kind of twist. The videos aim to leave some kind of impression on the vieiwing audience.

Coldplay- Adventure of a lifetime- Within this song instead of people, there are monkeys instead who take their place. Within this video there are four monkeys who even directly represent the band themselves, playing instruments, singing and one even wears a hat in the same one member from the band does. The monkeys also dance and perform in a similar way to how a dance troupe might or how a typical performance from a band might be.



Surrealist- This is when the director of a music video will subvert the audiences senses by creating surreal and impossible visuals leaving a long lasting impression. The videos tend to confuse and amaze audiences making them wonder how the videos were created and how these visuals actually came to fruition.

Coldplay- Up & Up- This video uses visuals that are very remeniscient of the film 'Inception'- creating things that are just simply impossible without the use of CGI and special effects however they suceed in playing with the audiences senses by changing what it is that audience knows about what is and isn't possible.

 



Pastiche- This is when the video in question imitates the style of other artists. It is different from parody as it does not make fun of other genres but simply celebrates them. It can be a video that takes from a number of different genres within one song.

Queen- Bohemian Rapsody- This music video, like the song has a number of differetn sections to it all made up of different genres of music video and even film related. Rather than make fun of them in their own way, Queen have embraced them in order to create this music video.



Parody- Parody is when music videos are either re-created or mimiced and have an element of humour in order to make fun of the original artist. The parodies can be people simply re-creating music videos or can even be aritsts or people replacing song lyrics with their own version, with the same tune and music in the background.

Eminem- Just lose it- Although the song itself is something that is orginally written by Eminem, the video parodies a number of different artists and characters including Madonna, MC Hmamer, Michasel Jackson and even Santa Clause. The way he acts and dances directly parodies all of this.


Weird Al Yankovich- Weird Al Yankovich is someone who creates parody songs and music videos to go along with them, where he will replace the lyrics of songs with comedic versions. Some examples include:

Party in CIA (Parody of Miley Cyrus- Party in the USA)- https://www.youtube.com/watch?v=C-CG5w4YwOI

Polka Face (Parodied a number of songs in one video- Lady Gaga- Poker Face, Womanizer- Britney Spears, Baby- Justin Beiber, Right round- Flo Rida, Day 'n' nite- Kid Cudi, Need you now- Lady Antebellum, So What- Pink, I kissed a girl- Katy Perry, Fireflies- Owl City, Blame it- Jamie Foxx, Replay- Iyaz, Down- Jay Sean, Break your heart- Taio Cruz and Tik Tok -Kesha)- https://www.youtube.com/watch?v=MRJILK3NxSM

Eat it (Parody of Michael Jackson- Beat It)- https://www.youtube.com/watch?v=ZcJjMnHoIBI

Referencing/Homage- This is when an artist honours another video, film or pop culture within their video. They will copy certain elements without mimicking it or making fun, they also are not imitating it to embrace the style themselves as with Pastiche but are however doing this simply to honour something publicly.

Justin Timberlake- Take back the night- Take back the night is a song that was written by Justin Timberlake and is heavily influenced by Michael Jackson in terms of the style of the song as well the dancing that Timberlake has chosen for this video.

Unit 29- Music Videos- Conventions of Genres

Indie Rock

• Videos often feel like a short film
• Cinematic feel
• Narrative based- key to representing and explaining the song and the meaning behind it
• Also told through performance- a lot of indie bands use performance as a key element in their music
• Both the narrative and the performance work together to tell the story
• Narratives are usually emotionally and intellectually deeper than pop videos
• Indie music videos- tend to be low budget
• Settings are simple as the focus should be on the band/performer
• 'Retro look' created through costume and make up. Costumes give character identity whether its the band or just the character
• Props would be instruments to show that it is actually the band who are playing them
• Often might use live performances as their music video

Hip-hop

• Party or club location
• Use of alcohol or drugs
• Might be associated with violence including guns
• Recognised brands and clothing
• Displays of wealth- cars, jewellery, large homes
• Attractive women/sexual dancing- women are often the object of men in these videos
• Male artists usually represented as having power
• Does not tend to have a storyline- theme and performance
• Low angled close up shots- implies the artist has power over their audience (as they are looking down on them)
• Artists try to seem desired by those around them
• Crowds might be shown bouncing or waving their arms to the beat- shows people liking the song so therefore the audience of the video might be more inclined to like it 
• Clothing may sometimes be sporting attire

R&B

• Topless males to appear to the female audience
• In R&B artists are usually fashionable and wear the latest trendy outfits
• Often jeans
• Men usually have tattoos
• Subtle Jewellery 
• Females have little clothing- used as sex objects
• High heels to make them appear taller and more powerful
• Flawless look to create a sense of perfection
• Videos tend to be sexual- contains voyeurism 
• Grey tones within sexual videos creating a mysterious and sexual atmosphere
• Beyonce goes against the norms with here videos- showing herself as a strong and independent woman
• Slow songs- videos might be about love
• Fast songs- videos might be about partying
• Slow songs might usually follow a narrative, natural lighting and might be a bit more realistic
• Fast songs- bright colours, flashy cars, could feature a club with champagne. Artificial lighting.

Pop

• Artists portrayed as happy and loving life
• Might be based around love or relationships
• Associated with teens- the target audience of pop
• Genre is conveyed through how the scene and locations look
• Might be about sex or partying
• Women might be sexualised
• Bright lighting and costumes
• Costumes tend to be whatever clothes are fashionable at the time
• Actors and singers tend to be a lot younger in order to relate to target audience
• Narrative based- performance aids this
• Artists might often have their own recognisable symbol- Olly Murs and his hats
• Voyeurism of men- prominent in music videos by female artists

Unit 29- The Purpose of music videos- Info for Assignment 1

The Purpose of Music Videos

Overall:

• Promotional
• Extension of income
• Extension of outlets
• Synergy
• Producer Strategies

Modern music videos were originally  made and used for the marketing and promotion of songs and artists. The earliest music videos were filmed/produced in the 1950's. Tony Bennet came out with one of the original music videos. The Beatles first major motion picture 'A hard days night' in 1964 set the basic visual vocabulary of todays music videos. Penny Lane in 1967 used techniques which set the stage for more experimental music videos. Top of the pops was a good place to promote videos, bands and record labels. Queen's Bohemian Rhapsody also started a whole new era for music videos.

In 1981 MTV launched- the first video that aired was Buggles 'Video killed the radio star". David Bowie earned a UK number one due to his music video for ashes to ashes.Michael Jackson was one of the first to create the idea of a short film in a music video- also turned them into an art form. One way artists in the past have created publicity for their video would be to have it controversial even to the point where it has to be banned or censored. 

By the mid 1980's music videos became a central part of the marketing for an act/artist. Madonna owed a great deal of her success to the music videos that she produced. Stars used these visuals as a way of representing who they were as an artist. 

Promotional Material

• A music is primarily produced to help sell a song and cause a reaction so the viewing public will remember the song
• It can help the audience to better understand a song by having a visual representation
• Music videos are supposed to be entertaining and can show off an artists or actors talent
• As well as selling the song- also sells CD's. DVD's and downloads by being memorable
• Marketing for the purpose of exposure and expansion of the artist- helps to get them more known
• It promotes a song and therefore an album
• It represents the artists image
• This can be done by attaching the song to certain experiences the artist has had
• The concept of selling artists through image is carried by the record companies
• Gangnam  style is a useful case study for this
• It was the first video with 1 billion hits
• Won best video at MTV Europe Music awards
• Social Networking was responsible for this
• Led to a possibility of collaborations
• The share price of the record company increased by 568.8%

Extension of income

• Music videos can help to promote a band or artist long after the single or album has been released
• This is because a record label might wait for the hype to die down and then release the video so that more can be sold
• Some artists are remembered years after because of a video

Extension of Outlets

• Since this is a visual form it can be released on other platforms
• In the past videos would have been aired on TV shows and music video channels
• Labels work with these channels to ensure their videos get played
• This can now be extended to online outlets such as YouTube as well as online news or magazine sources often showcasing the music video  if it becomes a viral trend
• Audiences can now actively look for the music video they want to watch
• Word of mouth and social media promotion is very important
• Controversial videos help to create more buzz and hype
• This controversy might be reported to the wider mainstream and therefore more people in the media will talk about the video

Synergy

• Where different areas of media will work together
• This can relate to a music star releasing a music video which features scenes from a Hollywood film
• This will help to promote the film but also the artist as their song will usually feature in the film and probably in the trailer which a wider number of people will see
• This can also help to cement ideas about the artists or acts image
• Paramore's Decode was the lead track in Twilight New Moon- this helped promote the band
• Product placement is also a good way for the record company to generate income
• Major label artists will certainly have product placement in their videos
• Britney Spears 'Hold it against me' has $500,000 worth of product placement

Producer/Record Label Strategies

• VEVO have a partnership with Sony Music Group, Warner Music Group and Universal Music group. They host music videos on YouTube and use adverts at the start of the videos to produce revenue.
• This is good for companies as it allows them to regulate online distribution
• VEVO also have Apps on various devices allowing more people to access content

Impact of YouTube Views

• December 2012 record labels were stripped of 2 billion video views
• YouTube wants to combat 'black hat' and 'botted' view counts. 
• YouTube has become massive in promoting music videos

Independent Artists

• Artists who are signed to small record labels or are independent will not have as big a budget as others
• The purpose of their videos is solely for increasing their interest in music and gaining little exposure
• MTV used to embrace major labels and in turn makes their artists into stars.
• Bands that are signed to small labels might not have the ability to make it into the mainstream
• Videos might get a bad return on investment
• Rare to get indie music videos as the record companies don't want to take the risk

Unit 29- Music Videos

Ed Sheeran- Don't



Drake- Hotline Bling




One Direction- Drag me Down



Imagine Dragons- Radioactive




Little Mix- Black Magic





Pharrell- Happy

 


 Gangnam Style

 

Justin Bieber- What do you mean?

Unit 29- Music Videos- Andrew Goodwin's Theory and Analysis of Music Video

Andrew Goodwin’s Theory- Andrew Goodwin had a theory about music videos which stated that music videos would contain a number of these characteristics

•  Links between visuals and lyrics (do they compliment, contradict or amplify?)
•  Have a link between visuals and music
•  Have certain genre characteristics
• Inter-textual references (references of culture, society, films, TV, world events)
• Having the main character as the centre of attention- everything in the video revolves around them
• Voyeurism- Sexual pleasure from watching others
• Demands from the record label- governed by what the record label is willing to show
• Whether the video is performance, narrative or concept based

Analysis of Ed Sheeran- Don't

The video is narrative based and relies heavily on the story being told within. Narratively speaking it tells the story of Ed Sheeran and a relationship he's had, it also seems to speak about the division of the social classes with the story beginning in a run down neighbourhood and it ending with the main character living a life of luxury- such as with Ed Sheeran's own personal journey.

Beginning 

End

This is similar to Ed sheeran himself who before he was famous was essentially homeless, sleeping on trains and on friends couches between gigs. This is made even more apparent to the viewer that this is about Sheeran himself with the main characters clothes getting nicer and more expensive throughout.

As well as this the main character within the video is dancing through. All of his actions that he is doing are not regular movements and therefore makes the video more engaging and enjoyable to watch. It is shown here that this person is both a professional dancer and actor as he carries out the task of doing both roles flawlessly.

There are a few times where the music videos has visuals to back up the lyrics that are being said.

"Maybe you could swing by my room around 10, baby bring the lemon and the bottle of gin"

"For a couple weeks I only want to see her, we drink away the days with a take away pizza"

"I'd rather put on a film with you and sit on the couch"

These are all small comedic moments within the video which again I think is reflective of Ed Sheeran personality and his comedic attitude that despite the fact the song is about a girl who left him, he is still able to have a laugh and make a joke out of it because that's the guy that he is. Although it's not something that is ideal, it isn't something to dwell on especially (as the video shows) Sheeran has faced a lot worse in his life. I feel that the visuals compliment the lyrics well as the song tells a story and as it progresses, so does the video.

There aren't many times within the video where there are direct links between the visuals and music however there is a point in the song where this is a knocking sound effect with the lyrics "on my hotel door" and the visual shows the main character knocking on a door. I feel that this simply helps with the story telling a little especially as this action fits in perfectly with the beat and makes it seems as if the sound effect is coming from within the video yet it is actually non-diegetic.

There are two consecutive frames within the music video which shows a sense of voyeurism however do not actually contain any, which could be expected of an Ed Sheeran video especially as he tends to write songs about relationships that he has had. Again this goes along with the comedic effect that is trying to be portrayed as well as the humour that Sheeran often tries to express. Again there is another example here of using the visuals to back up the lyrics "And I never saw him as a threat until you disappeared with him to have sex of course"

As well this it is made apparent early on that this character within the video is not actually Ed Sheeran himself but is only a representation of him. The main focus of the story is about this guy who goes from living in poverty to living a life of luxury and everything that occurs revolves around him. Within the video the main character seems to freely be able to enter and exit peoples homes and properties without either being noticed or without any kind of objection from the people living in the homes. Like Sheeran, he doesn't adhere to others and does his own thing. I also feel that this is relating to Sheeran's career yet again who also seemingly wondered into our lives without much objection.This is shown through the way people seem to just not notice our main character. 

Sheeran himself however does cameo within the video, reminding us that it is actually about his life and not the person in the video. He seems to be one of the only 'characters' within the music video to actually notice the main character when he is dancing in the street and I feel this is because the man is clearly a physical representation of Ed Sheeran.

The only real intertextual reference which I could find within the video was a reference to the director of the video itself, which essentially breaks the fourth wall slightly. Within a single frame of the video there is a news channel (that shows an interview with Ed Sheeran) however there is a headline that says "Emil Nava arrested after high speed chase". As well as this the only other proper reference to any real life events is the fact that the song itself has been largely speculated to have been written about Ed Sheeran's relationship with fellow artist/singer Ellie Goulding who cheated on Sheeran with One Direction member Nial Horan.

There are a few moments within the video that contain product placement which obviously would have demanded by the record label in order for this video to actually generate a level of revenue. Although this product placement is often subtle and can easily be missed it still has its purpose within the video. 

Pontiac and Hyundai

 Lego in the child's hand

Nike Shoes

Beats Headphones

SUV

Unit 3- Assignment 3- Results of Research

This is a link to the visual PowerPoint:
https://drive.google.com/file/d/0B_4lfFO92DuxMy1la2xmSUFWRUk/view?usp=sharing


This is a link to the presentation notes:
https://drive.google.com/file/d/0B_4lfFO92DuxYUIxQ2I0dlNCdkE/view?usp=sharing