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Assessment Feedback - Assessor Delta Muntean 

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Assessment Feedback - Assessor Delta Muntean 

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Unit 29: Music Video Production

Grading Criteria 1

Assignment 1 – Why Music Videos

Task 1: Purposes of Music Videos - Unit 29 - (P1)

Task 2: Music Video Research - Unit 29 - (P1, M1)

Task 3: History of Music Videos - Unit 29 - (P1, M1 & D1)

Grading Criteria 2

Assignment 2 – Videos and more videos

Task 1: Understand styles of Music Videos - Unit 29 - (P2 part)

Task 2: Conventions of Music Videos - Unit 29 – (P1, M2)
Task 3: Techniques - Unit 29 – (P2, M2 & D2)

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My Final Music Video - December 9th 2013 - Unit 29: Music Video Production - Assignment 5: Production & Post Production 

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My Final Music Video - December 9th 2013 - Unit 29: Music Video Production - Assignment 5: Production & Post Production 

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Depeche Mode - Enjoy the Silence (Re-make)

Position: Camera operator

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Depeche Mode - Enjoy The Silence Music Video by Fear Productions (2013) Director: Ricky Thompson Producer: Aileen O'Reilly Editor: Elisha Fincham Camera Operator: Fleur Locke Performers: Hayden Tierney and Alexandra Cowley Unit 29: Music Video Production BTEC Level 3 in Creative Media Production 2013-14 Harlow College For educational purposes only.

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Assignment 1: Task 1: Purpose of Music Video (Unit 29 P1)

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Assignment 1: Task 1: Purpose of Music Video (Unit 29 P1)

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One of the fundamental purposes of a music video is entertainment. The aim of a music video is to interest and engage an audience by creating something new and exciting. Over the years, bands and artists have tried many different, groundbreaking techniques to make them stand out among their competitors. Music videos act as a visual aid to accompany songs.

Promote or show new talent e.g at the beginning of Justin Bieber's career, he featured in a video with Sean Kingston. This promoted him to Sean Kingston's fan base which was very big at the time. This video promoted both artists, but it also allowed Justin to promote his talent that, at the time, was not very well known. ( http://www.youtube.com/watch?v=prmmCg5bKxA )

Promote another artist (collaboration) Featuring another artist in their video is something that artists have done in songs and music videos now for many years. It can help promote both artists to each others fan bases and generate more money for the song and video. A good example of this is Stan by Eminem ft. Dido. ( http://www.youtube.com/watch?v=gOMhN-hfMtY )

Tell a story/Understanding the narrative of a song e.g Just Like Heaven by The Cure (http://www.youtube.com/watch?v=n3nPiBai66M) This technique can be used to invoke emotions in the audience as it will present them with a clearer understanding of what the song is about. Artists can also use this technique to generate more interest with their music video as telling a story can allow them to create a short film or dialogue before the song starts. Lady GaGa's music video for Telephone is like a short film ( http://www.youtube.com/watch?v=EVBsypHzF3U )

Synergy: This means the promotion of both a film and an artist who's song is featured. If the music videos are released as clips from the film, it can help gain the film some popularity before it is even released. If the songs ends up being popular, or vice versa, then it can be a brilliant move for both artists and film companies. A good example of this is Adele's song Skyfall for the new James Bond film. Both song and film alike were extremely popular and both were promoted to eachother's audiences as a result of this.

Charity e.g Red Nose Day. Red Nose Day release charity songs and music videos most years. This is a very effective way of raising money for charity, as it allows the customer to receive something upon donating. An example of this is Barry Islands in the Stream; a cover of the Bee Gees song 'Islands in the Stream.' The organisation have continued to release songs by popular artists every year to raise money for the cause. ( http://www.youtube.com/watch?v=RAE1YyDm66A )

Promote festivals. Music videos don't only have to be promotional for just bands or artists. They can also be useful for music events to advertise what acts they will be showcasing. An example of this is this year's Reading festival promotional video ( http://www.youtube.com/watch?v=gLa4caPhZRo )

Generates money/sales for artist and company, e.g Warner music group, Universal, etc. Music videos can help gain songs a lot more popularity than just songs/albums can. Videos have the ability to be viewed on social media sites and other platforms. All of these contribute to the money that is gained. But it is not only the artist that earns this money. The company they are represented/promoted by will always earn a percentage of these earnings. This is why the success and promotion of music videos is so important to them too.

Unique advertising e.g In the Air Tonight by Phil Collins ( http://www.youtube.com/watch?v=wHjieD6CTYs ) being used for the cadbury advert. This advert was majorly successful and increased the sales of Phil Collins song, and even got it released in a charts album that year. Advertisers will use popular, catchy songs to successfully promote their product. If they are successful, these songs will become assosicated with the band.

Opens up another market by making the songs and videos available for download. This allows people to watch their downloaded music videos on the go. Doing this expands the platforms that music videos are available on.

Producers' of music videos will use many different strategies and media outlets to promote and sell the song they have produced. In recent years, YouTube has become more and more popular, not only with the public, but with celebrities. This website allows easy access and communication with the consumer.

Selling the image of the artist and fashion trends, e.g The Smiths music video promo for Stop Me if You Think You've Heard This One Before. This video showcases The Smiths' style which at the time it was released was very influential ( http://www.youtube.com/watch?v=naos7it_bl0 ) The video showcases Morrissey with his signature quiff hairstyle, and everyone wearing glasses, denim jackets and jeans. This trend has recently come back into style as more modren bands try to replicate it.

Extension of income; some artists are remembered years later for their music videos. Some artists' music videos were so unique or popular at the time they were released that they are still popular now. An example of this is Kate Bush's most popular song Wuthering Heights which has almost 11 million views on YouTube ( http://www.youtube.com/watch?v=BW3gKKiTvjs ) Artists always strive to create music videos that will be memorable because, from this, they will be able to gain a lot more popularity and income for longer. After this, she became know for her quirky style and continued to make popular music.

The release of music videos can promote a band or artist and their new album. For example, Arctic Monkeys released certain songs from their new album AM; Do I wanna Know? and Are you Mine? They promoted this album by releasing these songs as teasers for the album. The music video sets the scene for the new album style produced by the band.

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Arctic Monkeys - Do I Wanna Know? (Official Video)

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Task 2: Music video research - Californication - Red Hot Chili Peppers (Unit 29 P1, P2)

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Task 2: Music video research - Californication - Red Hot Chili Peppers (Unit 29 P1, P2)

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The video for Californication has almost 80 million views on YouTube.
The song was featured in the film Enron: The Smartest Guys in the Room.
Californication reached the number one position in the US Mainstream and Modern Rock Charts for one week when it was released. It is known to be their most popular song and video, and is always performed at their live concerts.
This music video is their most viewed on YouTube because although it still suits the general style of the band, it does stand out among their other music videos.

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Red Hot Chili Peppers - Californication [Official Music Video]

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Task 2: Music video research - Notorious B.I.G - Juicy (Task 2 P1, P2 cont.)

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Task 2: Music video research - Notorious B.I.G - Juicy (Task 2 P1, P2 cont.)

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Biggie Smalls' music video has 10 million views on YouTube.
It appeals to his audience because it shows him living at home before he was famous, then his transition to becoming a celebrity. It tells the story of Biggie's life, along with the lyrics
The song and video were number 1 in the Hip Hop Song and Hot Rap Songs charts in 1994 when it was released. It has also been released on various hop hop albums.

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The Notorious B.I.G. - "Juicy" (Official Video)

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"Juicy" by The Notorious B.I.G. From The Notorious B.I.G. album "Ready To Die" (1994). Download on iTunes: http://bit.ly/Havuw2 Listen on Spotify: http://spoti.fi/HGeoal © 2011 WMG

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Task 2: Music video research - Tears for Fears - Head over Heels (Donnie Darko scene) (Task 2 P1, P2 cont.)

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Task 2: Music video research - Tears for Fears - Head over Heels (Donnie Darko scene) (Task 2 P1, P2 cont.)

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The original song by the band has over a million hits on YouTube (http://www.youtube.com/watch?v=NYx8IHJ9dWE)
The video below and the song featured in the film Donnie Darko and is many people's favourite scene.
The original song appeared on many different charts over the world through the mid-80s, peaking at number 3 on the Billboard Hot 100

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Donnie Darko (Head over Heels by Tears for Fears) Remix

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A really cool music video that incorporates the original video with the scene from the movie Donnie Darko. Put together by an astute member of the Collegiate of the Fist. You better reckonize. Nah mean?

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Task 3: The History of Music Videos - 1890s - 1940s (Unit 29, P1, P2, P3)

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Task 3: The History of Music Videos - 1890s - 1940s (Unit 29, P1, P2, P3)

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In 1894, whilst the song ''The Little Lost Child'' was performed live, the producers of the song would project a series of still images on a screen for the audience to watch. This was the first step towards music videos. http://www.youtube.com/watch?v=KTCBtMPvuKQ - here is a link to a remake of the original projections that were shown, played to the original song.

In the 1920s, many musical short films and ''talkies'' were produced. This continued into the 1930s with the introduction of music into cartoons, with songs featuring in films such as Fantasia. In the mid 40s, Louis Jordan created short films for his songs. Some of these were featured in the film Lookout Sister. These are known today as the first music videos. Below is a video of one of his performances.

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Louis JORDAN & His Tympany Band " Wham , Sam " !!!

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RARE OLDIES SOUNDIES WITH MR LOUIS JORDAN & HIS TYMPANY BAND ! Louis Jordan (July 8, 1908 February 4, 1975) was a pioneering American jazz, blues and rhythm & blues musician, songwriter and bandleader who enjoyed his greatest popularity from the late 1930s to the early 1950s.

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Task 3: The History of Music Videos - 1950s (Unit 29, P1, P2, P3)

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Task 3: The History of Music Videos - 1950s (Unit 29, P1, P2, P3)

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Musical films became very popular during the 1930s - 1950s. Below is a video of Elvis performing Hound Dog live that was filmed and used as the music video for the song. In the late 50s, the Scopitone, a visual jukebox, was created and played short films that accompanied songs. Some music videos today, such as Justin Timberlake's new song Take Back the Night, still copy this ''live'' style. Since this time, videos have become a lot more diverse. Today's music videos include a range of different shots and after effects, whereas this one is just one shot.

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Elvis Presley - Hound Dog (1956) HD 0815007

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Task 3: History of Music Videos - 1960s (Unit 29 P1, P2, P3)

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Task 3: History of Music Videos - 1960s (Unit 29 P1, P2, P3)

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In the 1960s, The Beatles starred in their first feature film; A Hard Day's Night. The film incorporated dialogue with musical sequences. These musical sequences influenced how music videos were laid out for many years later. Their second feature film Help! was filmed in colour and is arguably the first modern-style music video. It included long shots, close-ups and cross-cutting which had never been seen before. Below is a video of their 1967 song I Am The Walrus, featured in their television film Magical Mystery Tour. The 60s was a huge turning point for music and from this point on, music videos began to improve.

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Task 3: History of Music Videos - 1970s (Unit 29 P1, P2, P3)

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Task 3: History of Music Videos - 1970s (Unit 29 P1, P2, P3)

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Pink Floyd were a very successful band during the 1970s. In comparison to The Beatles' video above, there is an obvious use of more editing and special effects. The song and music video for Money were released in 1973. After 1973, music television began to develop. Shows that were broadcast in Australia in 1974 were significant in making music videos popular in many countries. This started a new trend that is still popular over the world today; music television. Top of the Pops began in the 70s also and many popular artists played on the show. This video reflects music in the 60s and 70s.

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Task 3: History of Music Videos - 1980s (Unit 29 P1, P2, P3

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Task 3: History of Music Videos - 1980s (Unit 29 P1, P2, P3

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The 1980s saw music video turn mainstream. In 1981, MTV was launched in America as a 24/7 music television station. Many artists of this era owe their growth in popularity to the success of their music videos and the ability for them to be broadcast to millions of people on TV. Although, music videos becoming more popular also meant that there was more pressure on bands and artists to create something that was unique and would impress an audience. This meant that they would have to use a wider range of shots, different sets, better quality video, etc. They had to up their game. A good example of a video from this period is Queen's video for Radio GaGa.

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Task 3: History of Music Videos - 1990s (Unit 29 P1, P2, P3)

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Task 3: History of Music Videos - 1990s (Unit 29 P1, P2, P3)

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Below is a YouTube link to the music video for Under The Bridge by Red Hot Chili peppers, released in 1992. In 1992, MTV began listing directors in the credits after music videos. This caused the music video industry to become even more competitive. Out of the six videos I have posted here, it is obvious that this one is the most technologically advanced. It looks most like videos that are still produced today. This video is also a good example of how many videos started looking around that time. It was important for them to become more and more advanced, and from this time onwards they have been doing so. If we look at a lot of music videos that are being produced today, it is clear to see that it is still a competitive market.

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Red Hot Chili Peppers - Under The Bridge (Official Music Video)

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Under The Bridge (Video) "Under The Bridge" by Red Hot Chili Peppers from Blood Sugar Sex Magik, available now.

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Task 1: Understanding Styles of Music Videos - In Concert and Live Footage

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Task 1: Understanding Styles of Music Videos - In Concert and Live Footage

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One style of music video is live/concert footage. This style of music video has existed since the beginning of music videos in the 1940s. It literally means a music video that consists of live footage from, for example, a concert the artist performed at. An example of this music video style is Justin Timberlake's new song Take Back The Night. Although the who video does not consist of live footage, there are live clips throughout. It is obvious that they were filmed during a live performance because there are multiple shots of the audience, and long shots of him on stage.

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Sony Music Entertainment Michael Jackson

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Order "The 20/20 Experience -- 2 of 2" here: http://smarturl.it/JT2020i?IQid=TBTN Directed by Jeff Nicholas, Jonathan Craven and Darren Craig for The Uprising Creative Produced by The Uprising Creative Music video by Justin Timberlake performing Take Back The Night. (C) 2013 RCA Records, a division of Sony Music Entertainment

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Assignment 2: Task 1: Understanding styles of Music Videos  (Unit 29, P2 part)

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Assignment 2: Task 1: Understanding styles of Music Videos  (Unit 29, P2 part)

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Task 1: Understanding Styles of Music Videos - Animation (stop motion, digital)

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Task 1: Understanding Styles of Music Videos - Animation (stop motion, digital)

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Another style of music video is animation. This can include stop motion, digital, etc. Animation is the process of creating a moving image or visual illusion during post-production. An example of an animated music video is Gorillaz video for On Melancholy Hill. This band and video are a perfect example of animation because all their videos and performances are animated. They always use the same animation style and characters. The video also has a good narrative for the viewer to follow.

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Gorillaz - On Melancholy Hill (Official Video)

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Follow Gorillaz online: http://gorillaz.com http://facebook.com/Gorillaz http://twitter.com/GorillazBand https://instagram.com/gorillaz Music video by Gorillaz performing On Melancholy Hill. (P) 2010 The copyright in this audiovisual recording is owned by Parlophone Records

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Task 1: Understanding Styles of Music Videos - Interprative 

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Task 1: Understanding Styles of Music Videos - Interprative 

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Interpretive videos are not very common among newly released music. Interpretive means that it is a visual representation of a narrative. One video, and artist, that often portrayed her emotion through interpretive dance and movement was Kate Bush. Her music video for Wuthering Heights is all filmed at one location and is simply 4 and a half minutes of interpretive dance moves. She uses dance to tell a story. For example, when singing the lyrics ''I'm so cold'' she mimes being cold. As a viewer, it is quite clear that Kate has an emotional attachment to the words she is singing. It could be argued that the message of the video is difficult to understand, for some people, because it is a personal subject.

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Task 1: Understanding Styles of Music Videos - Narrative

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Task 1: Understanding Styles of Music Videos - Narrative

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A narrative music video is one that presents a story to the viewer. This technique is used quite frequently in music videos, as they are interesting to watch; like a short film. Narratives that accompany songs can help the viewer understand the lyrics to the song and enjoy it more thoroughly. One example of this style of music video is Love Goes Down by Plan B. This video narrates how he intended his emotions and thoughts to be portrayed through the song.

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Plan B - Love Goes Down [OFFICIAL VIDEO]

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ILL MANORS -- THE NEW ALBUM FROM PLAN B -- OUT NOW! iTunes Deluxe (instant download of 'Lost My Way'): http://bit.ly/MYQbJm iTunes Standard: http://bit.ly/LJl0m4 Play.com Deluxe (Signed): http://bit.ly/OHBuzU Amazon: http://atlre.co.uk/HgAQRf HMV: http://bit.ly/HNhYLw Tesco: http://bit.ly/MZ57Hg

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Task 1: Understanding Styles of Music videos - Impressionist

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Task 1: Understanding Styles of Music videos - Impressionist

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Impressionist music videos aim to be factual and real. This makes them relatable for their audience. An example of this is The Liberties video for What Became of the Likely Lads. The video looks like home-footage and there are no after effects or animations/stop motion. This is a popular music video style as it is easy for the audience to relate. It is a simple style and, with a good storyline, can be very effective.

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The Libertines - "What Became of the Likely Lads"

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Best of The Libertines out December 4 on Rough Trade. www.beggarsgroupusa.com

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Task 1: Understanding Styles of Music Videos - Surrealist

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Task 1: Understanding Styles of Music Videos - Surrealist

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Surrealist music videos are concepts that incorporate dream and reality. In the video below, Celestica by Crystal Castles, the concept features children playing the violin in a graveyard. This is an obvious mix of dream and reality. This style of video suits the band very well and fits the type of music they make, thus meaning that it will also appeal their fans. Crystal Castles' music videos are always surreal, and this style makes them stand out among others. Surreal videos interest viewers because of how unrealistic yet captivating they can be.

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Pre-order Crystal Castles 'Amnesty (I)' on iTunes: http://po.st/CCAMDLP Discover more from Crystal Castles on Spotify: http://po.st/CompleteCC New album 'Amnesty (I)' also available to pre-order on: CD: http://po.st/CCAMCDP Vinyl: http://po.st/CCAMVP Google Play: http://po.st/CCAMGPP Amazon: http://po.st/CCAMAZP HMV: http://po.st/CCAMHMVP Out 19th August via Fiction Records.

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Task 1: Understanding Styles of Music Videos - Pastiche

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Task 1: Understanding Styles of Music Videos - Pastiche

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Pastiche music videos are videos that imitate the style of a piece of work, artist, or influenced by a past event. Queen's music video for Radio GaGa is an example of this as it is filmed in the style of the film Metropolis and uses clips from the film. Although this music video was filmed in the 80s, it is set in the theme of the futuristic style created in Metropolis; making it a pastiche music video. This style has given Queen's music video the effect of a short film.

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Task 1: Understanding Styles of Music Videos - Parody

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Task 1: Understanding Styles of Music Videos - Parody

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Parody videos, also known as spoofs or lampoons, are videos that aim to mock or re-create an original piece of work. They, most often, take the stance of being ironic and funny, as in the example below. The Midnight Beast are a band that started off their career by creating parody videos of existing songs. This style of music video has since become quite popular, gaining many fans over the years since they released this song (their first) in 2009. Parody videos often focus on the lyrics to the song and shape the video accordingly.

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The Midnight Beast - Tik Tok (kesha) Parody

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Task 1: Understanding Styles of Music Videos - Referencing

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Task 1: Understanding Styles of Music Videos - Referencing

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Referencing in music videos is the clear referencing or description of another artist. The video below is a perfect example of this. The video features an 8-man boy band that mimicks The Beatles' 1964 performance on The Ed Sullivan Show. It also shows the fans of the band and incorporates the lyrics into how popular the act is, just like The Beatles were.

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Task 1: Understanding Styles of Music Videos - Homage

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Task 1: Understanding Styles of Music Videos - Homage

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Homage is a show or demonstration of respect to someone or something. Homage in music videos is often featured because the artist is referencing another. Eminem's music video and song are decicated to the death of song-writer and rapper Tupac. The video has a clear message of reference to him as it follows a story and shows the rapper on a hospital bed.

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Task 1: Understanding Styles of Music Videos - Influence of commercials

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Task 1: Understanding Styles of Music Videos - Influence of commercials

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Commercial music videos are videos that have been paid to advertise and/or have been used on TV to advertise a product or company. A good example of this is Katy B - Anywhere in the World. This song was played on TV throughout the 2012 olympic games, and is also an advert for Coca Cola. Commercial music videos help gain the artist and product more money and popularity.

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Mark Ronson, Katy B - Anywhere in the World

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Mark Ronson's official music video for 'Anywhere In The World' ft. Katy B. Click to listen to Mark Ronson on Spotify: http://smarturl.it/MarkRonsonSpotify?IQid=MarkRAITW As featured on The Very Best Olympic Themes.

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Which style of music video inspires you the most?

The style of music video that inspires me the most is surrealist. I like the mix of reality and things that are impossible in everyday life. I like watching videos that have a lot of energy.

What would you consider for your own production of a music video and why?

It would be interesting to try incorporating live/in-concert footage into a narrative or surrealist based video. I like the energy that can be directed during life performances. I would also be interested in creating a video that is similar to videos that I enjoy watching, which are most often surrealist. For my own production I don't want to complicate the process by using lots of different locations and instead focus my time on making sure that the quality of the shots and actors will be up to a professional standard.

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Assignment 2: Task 2: Conventions of Music Videos (Unit 29 P2, M2)

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Assignment 2: Task 2: Conventions of Music Videos (Unit 29 P2, M2)

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Task 2: Conventions of Music Videos - Lyric Interpretation (Unit 29 P2, M2)

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Task 2: Conventions of Music Videos - Lyric Interpretation (Unit 29 P2, M2)

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Interpretation in music videos is the extension of the narrative of a song. Being interpretive means that the video can mean different things to different people. This gives the artist/producer freedom when creating the video and means that they can make it personal to them. This style can often be used to express the emotions of the artist and what they intended the lyrics of their song to mean. They will often tell a story that matches the lyrics to the song. In the music video for Why'd You Only Call Me When You're High tells the same story that the lyrics do, but some elements could still be open to interpretation.

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Arctic Monkeys - Why'd You Only Call Me When You're High? (Official Video)

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Task 2: Conventions of Music Videos - Extending or Consolidating a Song's Meaning (Unit 29 P2, M2)

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Task 2: Conventions of Music Videos - Extending or Consolidating a Song's Meaning (Unit 29 P2, M2)

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Extending a song's meaning is literally the use of visual aids to reinforce a songs meaning or intension. This style of video can help create more emotion an meaning to a song that might not have done this very well without a video. Often, this can mean going over-the-top or pulling at heart strings. An example of this is War is Over by John Lennon. This video uses clips of war to provoke emotions in the viewer, and this is also an example of how the song's meaning is extended. Listening to the song alone and not watching the video doesn't have the same effect that the video will. This video definitely helps the viewer relate to the meaning of the song on a more personal level.

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HAPPY XMAS (War Is Over) - JOHN & YOKO THE PLASTIC ONO BAND with The Harlem Community Choir

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From Lennon Legend DVD (2004) http://bit.ly/lennonlegenddvd

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Task 2: Conventions of Music Videos - Allusion (Unit 29 P2, M2)

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Task 2: Conventions of Music Videos - Allusion (Unit 29 P2, M2)

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Allusion is the reference or representation of people, places, events, work, art, etc. This narrative of reference will not exaggerate the story, thus meaning that it may cause the viewer to feel emotion towards the subject. Lullaby by The Cure is a good example of allusion in a music video/song because it is a representation of childhood stories and nightmares. Some of the lyrics also make references to well-known childhood tales.

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Music video by The Cure performing Lullaby. (C) 1993 Fiction Records Ltd. under exclusive licence to Polydor Ltd. UK

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Task 2: Conventions of Music Videos - Links to Other Artists (Unit 29 P2, M2)

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Task 2: Conventions of Music Videos - Links to Other Artists (Unit 29 P2, M2)

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Whereas allusion can be the reference or representation of links to another artist(s) in music videos are simply references to other artists. This could be in the actual video itself, in the lyrics, or both. In Red Hot Chili Peppers' music video for Dani California. In this video, the band dress up as many different bands with different styles from the around the past 60-70 years. By doing this, they creatively tell the story of the evolution of music and visually show how dramatically it has changed.

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Red Hot Chili Peppers - Dani California [Official Music Video]

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Task 2: Codes and Conventions of Music Videos - Rock/Indie (Unit 29 D2)

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Task 2: Codes and Conventions of Music Videos - Rock/Indie (Unit 29 D2)

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The codes and conventions that can be found in music videos can often give away the genre of song without even listening to it. Codes and conventions of music videos vary greatly depending on the genre of the music. In rock music, there are certain elements that will feature throughout videos that fall into the rock music category. Below is the video for Smells Like Teen Spirit by Nirvana.

One thing that makes this video obviously fall into the rock music genre is the lighting and mise-en-scene. The lighting and general set of the video is quite dark and misty. This matches the lyrics, genre of the song and also the actual sounds. The guitar/bass in the song is quite heavy, and we can tell by the enthusiasm of the band members that the song is pretty loud and energetic. They are obviously very connected to the song as we can tell from their body language. In this video, the camera is often moving to follow action. This is usually done with either tracking or panning shots.

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Task 2: Codes and Conventions of Music Videos - Hip-Hop (Unit 29 D2)

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Task 2: Codes and Conventions of Music Videos - Hip-Hop (Unit 29 D2)

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Hip-Hop/rap is currently a very popular music genre with people. This means that they will cater for this audience in their music videos. Hip-hop music videos will always feature the typical codes and conventions associated with that genre. The video below, Poetic Justice by Kendrick Lamar, these techniques can be witnessed.

Props are a major part of many hip-hop music videos today. This is obvious from the very beginning of this music video, as there is a panning shot of an expensive car driving away. Costume is also a majorly important part of hip-hop videos. Rappers and hip-hop artists these days rely on image to appeal to their audience. The people in this music video are dressed in clothes that are very on-trend and are also well-known brands.

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Kendrick Lamar - Poetic Justice (Explicit) ft. Drake

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Task 2: Codes and Conventions of Music Videos - Pop (Unit 29 D2)

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Task 2: Codes and Conventions of Music Videos - Pop (Unit 29 D2)

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Pop music videos by popular artists are videos that gain millions of views nowadays. This puts pressure on the artists to appeal to their audience and stand out among their competitors. The video below is an example of a newly released pop music video by Katy Perry. One thing that immediately stands out about this video is the vibrant colour. The colours in the video appeal to the audience who are often quite young. Another thing that are predominant in this music video is the mise-en-scene and props. In comparison to the two videos above, the scenery in this video is very extravagant. Using sets as bold as these is neseccary now to stand out in such a huge music market. There are a lot of establishing shots to ensure that the viewer fully appreciates the set.

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Assignment 2: Task 3: Techniques (Unit 29 P2, M2, D2)

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Assignment 2: Task 3: Techniques (Unit 29 P2, M2, D2)

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Task 3: Techniques - Camera Movements (Unit 29 P2, M2, D2)

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Task 3: Techniques - Camera Movements (Unit 29 P2, M2, D2)

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One camera angle that can be used to capture movement is a tracking shot. Tracking shots are the movement of the camera to follow a subject. In the video below, The Libertines - Up The Bracket, the camera follows the four members as they walk whilst singing to the camera.

Another technique that can be used is panning. This technique, again, follows a subject, but instead stays in one spot. Instead of moving the camera pans across to follow the movement. This technique can be seen in a video linked in a previous post; Sinead O'Connor - Nothing Compares 2U. Another technique that is used in this music video is close ups. Close ups are most often used to convey emotions and that s used very effectively in this video. Close ups can engage a viewer and make them feel more connected to the actual lyrics of the song.

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Best of The Libertines out December 4 on Rough Trade. www.beggarsgroupusa.com

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Task 3: Techniques - Miming and Lip Sync (Unit 29 P2, M2, D2)

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Task 3: Techniques - Miming and Lip Sync (Unit 29 P2, M2, D2)

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Lip syncing is literally the synchronisation of lip movements with words that are being sung. In the video below, Sinead O'Connor lip syncs to her song Nothing Compares 2U. She uses this techniques mainly in the close up shots. It is important, when lip syncing, to make sure the artist is in time with the song for this technique to work effectively. In the example below, we can see that Sinead O'Connor has an emotional attachment to the lyrics, one that we may not be able to connect with if she was not lip syncing.

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Task 3: Techniques - Playback (Unit 29 P2, M2, D2)

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Task 3: Techniques - Playback (Unit 29 P2, M2, D2)

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Using playback when filming music videos is very common. Is is the technique of playing a song whilst the band/artist is lip syncing. This makes lip syncing a lot easier and will help the artist stay in time with the song. An example of this is No Surprises by Radiohead. In the behind the scenes videos from this shoot, it is obvious that Thom Yorke was listening to his song whilst miming to it for the video.

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Task 3: Techniques - Chroma Key (Unit 29 P2, M2, D2)

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Task 3: Techniques - Chroma Key (Unit 29 P2, M2, D2)

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Chroma key is the use of special effects, often used with blue or green screens to change the background of a scene. This technique has the freedom of being able to choose any image to use as the background and create an illusion. In the example below, Crystal Castles have used this technique to overlap themselves singing and dancing in front of more clips of themselves. In certain clips, there is an obvious view of the green screen and camera crew.

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Crystal Castles - Baptism Official Music Video

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Second video from their album, Crystal Castles(II) Directed by Rob Hawkins (Celestica) Edited by Marc Pannozzo www.crystalcastles.com

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Task 3: Techniques - Camera Angles (Unit 29 P2, M2, D2)

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Task 3: Techniques - Camera Angles (Unit 29 P2, M2, D2)

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Multiple camera angles are used in most music videos. This is often to engage the audience if the song is fast pace. High and low angles are an example of camera angles used in many music videos. In Eminem's music video below, he uses low angles to make himself look more significant and stand out among the crowd of people around him. It also suggests a high status as he is the focal point.

An establishing shot is another camera technique that is used. Establishing shots are used to set a scene, for example in Pete Doherty's video for For Lovers (http://www.youtube.com/watch?v=oLY0eUtVlXo) At the beginning of this video, there are clips of scenery and surrounding objects.

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Task 3: Techniques - Multi-image (Unit 29 P2, M2, D2)

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Task 3: Techniques - Multi-image (Unit 29 P2, M2, D2)

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Multi-image is the use of different types of shots on screen, usually focused on one target. This technique features in a wide genre range of music video. In the example, The Libertines - Time for Heroes, the screen is split into two. There are also close ups, live-performance clips, tracking shots, and panning shots in this video. Using multi-image in music videos can engage a viewer and make a video a lot more interesting to watch.

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The Libertines - Time For Heroes [Legendado/Music Video]

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Task 3: Techniques - Effects (Unit 29 P2, M2, D2)

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Task 3: Techniques - Effects (Unit 29 P2, M2, D2)

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Effects are anything from stop motion effects to complete animation. An example of stop motion techniques is Feel Good Inc. by Gorillaz. In the example below, the whole video is completely animated. This is an effective way of creating scenes that aren't able to happen in real life. This gives producers/directors of music videos the freedom to create any story they want to with no limitations. This band are a good example of how effects can be used as the whole band is completely fictional and animated.

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Gorillaz - Feel Good Inc. (Official music video)

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Gorillaz - Feel Good Inc. Official music video

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Task 3: Techniques - Cutting to Beat (Unit 29 P2, M2, D2)

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Task 3: Techniques - Cutting to Beat (Unit 29 P2, M2, D2)

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Cutting to beat is the use of post-production to make cuts in a music video in time with the beat of the song. This is mostly used in fast-pace songs . An example of this is White Stripes video for Hardest Button to Button. This video uses beats of a drum to stay in time with the music. This is an interesting technique that cannot be used on songs that are too fast-pace as there would be too many cuts.

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The White Stripes - The Hardest Button to Button : Official Video : HQ

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The Hardest Button to Button || ¨* ♪ The White Stripes ¨* Elephant ¨* ©2003 (XL Recordings) ¨* Writer: Jack White ¨* Widescreen HD/HQ ¨* Original Version