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This techniques give the watcher a clear view of the video. Watch is being shown on the screen matches the song's lyrics. An example of this is Wiggle - Jason Derulo. In the song, he sings about Ladies bBus wiggling. In the video, it shows ladies bums wiggling.

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Jason Derulo - Wiggle feat. Snoop Dogg [Official Music Video]

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Music Video - Avicii Tribute - The Nights

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Music Video - Avicii Tribute - The Nights

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DEPOT CLIMBING CENTRE RISK ASSESSMENT.doc

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Extending or consolidating a song's meaning

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Extending or consolidating a song's meaning

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Using the same example Childish Gambino's "This is America" has lyrics like "We just wanna party, party just for you, we just want the money, money just for you", these lyrics sound like Gambino is talking about Dancing and Partying, however, whilst watching the music video, the lyrics are related to Police Brutality and Gun violence, and the media distracting you from these issues.

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This is used when an artist is performing the song. The artist relays the song's lyrics without singing, miming the song. For example, This is America - Childish Gambino. Throughout the video, Gambino raps his verses, this counts as lip syncing as the song's audio wasn't live.

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Childish Gambino - This Is America (Official Video)

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This is when multiple videos are being played at once on the screen. This makes the video more entertaining, or shows singing from different instruments or mouths (Seen a lot in Acapella Covers). For example, Daft Punk - Pentatonix. This video combines diffrent videos of people ining and making sounds to create a full song and music video.

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Green screen is used to give the illusion the subject is in a location where they actually aren't. This can save money, and make the video look surreal. Bound 2 by Kanye West. The use of his green screen, whilst very visible and poor quality, still counts as Special Effects.

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Seen in more modern music videos, this technique can be used to save money (Green Screen, Chromakey) and make the video look good. Usually added in the post production stage.

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This is when lots of lights are used, giving the video a bright and vibrant look. This will prevent most shadows from appearing in the video. An example of this would be Boys - Charli XCX. RThis video is a simple compliation of videos of men. These shows all use great lighting, and almost none have shadows, making their skin look more smooth and attractive.

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This creates a moody and tempered atmosphere. This will cause the video to appear dark and dramatic. A Great example of this is Thriller - Micheal Jackson. This music video makes sure to keep the lighing dim, or have it coming from only one direction in order to highlight the features of MJ's face, and exaggerate the shadows on the floor.. The lighting obviously goes with the horror/ thriller genre, but also makes the scenes more dramatic.

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Michael Jackson - Thriller (Official 4K Video)

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This is when a music video uses other media subjects/ projects for inspiration. This is know as intertextuality. For example, Fancy - Iggy Azalea. This video includes many links to the film 'Clueless', including Iggy wearing matching outfits as the protagonist, and appearing in matching scenes to the movie (In front of a classroom) and the titles of both videos have the same identity.
Clueless Trailer: https://www.youtube.com/watch?v=RS0KyTZ3Ie4

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Surrealism is when a music video look dream like. Something that cannot happen in real life.
A good example of this would be Adventure of a Lifetime - Coldplay. This is because the video includes CGI Monkeys singing and dancing to the song. This is dream like as it is far from reality. Monkeys cannot sing or dance. They even play musical instruments, which monkeys definitely cannot do. The major clue that this video is surreal is that it uses also of CGI.

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Coldplay - Adventure Of A Lifetime (Official Video)

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Pastiche means imitation, however, the imitation is slightly tongue in cheek. Similar to parody, except more 'loving'. An example of this is Kendrick Lamar's D.N.A., in which he wears an outfit similar to Don Cheadle's 'Kung Fu Kenny' from Rush Hour 2. Don Cheadle even appears at the start of the video.
Rush Hour 2 Kung Fu Kenny Scene: https://www.youtube.com/watch?v=NJnJonRPJ-w
Kendrick Lamar D.N.A.: https://www.youtube.com/watch?v=NLZRYQMLDW4

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This is when brands/ brand identites are used in the video to further the narrative. This is usually to increase sales of the brand. For example,e In All the stars - Kendrick Lamar, Lamar is seen with a few dancers dancing with converse shoes (Conveniently called 'All Stars' converse). This will be to increase sales of the shoe.

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When  the music video and song is created to mock the original media.
for example, here is a parody of Happy - Pharrel Williams made by Bart Baker

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GET PHARRELL WILLIAMS "HAPPY" PARODY ON iTUNES - http://bit.ly/HappyParody ▶ TWEET & FOLLOW TO WIN SHOES - http://ctt.ec/z9ult ▶ BLOOPERS on 2nd Channel - http://bit.ly/1i549bh ▶ GET MY ALBUM ON iTUNES - http://bit.ly/BartHits ▶ FOLLOW ME ON INSTAGRAM - http://instagram.com/bartbaker ▶ GET THE MERCHANDISE - http://bit.ly/BartMerch ▶ FOLLOW ME ON

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This is when a music video displays what the song is about/ saying, or what the artist's interpretation is. For example, TipToe by Jason Derulo. THe video contains Derulo dancing are attractive half naked women whilst dancing/ tip-toeing.

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Jason Derulo - Tip Toe feat. French Montana [Official Music Video]

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An impressionist style music video is meant to make the audience feel a certain way (leave an impression on them). For example, Shake it off - Taylor Swift makes the viewer feel uplifted, buy the song as well as the visuals in the video (Various people dancing in different ways)

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This is when animation, drawings, and CGI is used in a music video to illustrate the lyrics and meaning of the song. For example, In Just the way you are - Bruno Mars, the cassette tape is animated to help illustrate Bruno's meaning behind the lyrics.

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Bruno Mars - Just The Way You Are (Official Music Video)

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Homage is when a music video pays respect to a previous piece of media. For example, In Kendrick Lamar's 'King Kunta' video, he uses the same location, and similar shots to 2Pac's California Love.
2Pac - California Love: https://www.youtube.com/watch?v=BKtMiCD_oqk

Kendrick Lamar - King Kunta

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In music videos, the artist will be shown singing the song live, usually at a venue. An example of this is Fix You - Coldplay, as the second half of the video is live.

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Sometimes, there is an extended clip in the video to further explain the narrative/ character arch. eg. in D.N.A. - Kendrick Lamar, there is an opening in the music video so give the narrative more depth.

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Genre: A category in which we discriminate media, marked by a distinctive style.

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Synergy is when a music video is produced for a film. This is benefit to the artist as they would gain listeners off the film's hype, and gain more diverse listeners as people would discover the artist's song in the film. The music video will also invite the artist's fans to watch the movie, as well as giving the film some music to improve the quality of the film. The music can also usually hype up a film even more, similarly to a teaser for the film.
For example, Kendrick Lamar's "All The Stars", which was made for the feature film "Black Panther". As a result of this synergy, the song blew up on the charts, achieving No.8 on the BBC Official Chart Top 40. The film also has been on the box office for weeks now, making  $631.3 million in North America.

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A major record label is a record label company that owns a massive part of the world's musicians. For example, the 3 or 4 major record labels are Universal Music, Warner Music, and Sony Music.

Universal Music
Here are just a few people signed to this label:
- Taylor Swift
- Lady Gaga
- Kayne West
- Mariah Carey
- Enrique Iglesias
- Jay-Z
- Lil Wayne
- Adele
- Elton John

I Knew You Were Trouble - Taylor Swift: https://www.youtube.com/watch?v=vNoKguSdy4Y

Hello - Adele
https://www.youtube.com/watch?v=YQHsXMglC9A

Warner Music
Here are just a few people signed to this label:
- Ed Sheeran
- Linkin Park
- Camila Cabello
- Jason Derulo
- Coldplay
- Madonna
- Twenty-One Pilots
- Rita Ora
- Clean Bandit

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Narrative:
The video begins with a focus on Kanye’s face, using a close-up shot with the intent to reveal his emotions; Confidence, Seriousness, and/or Anger. His eyes have also been edited white with blue eyes. This gives the impression that Kanye is angelic. This is significant to the background of the video, which displays large, grey pillars.
As the video pans out, we see what Kanye is wearing; a black robe, and a giant gold chain. This symbolizes Jesus’ traditionally white robe, however, Kanye's is dark, giving a more ‘gangster’ look to him, which gives similar connotations to the gold chain. At the end of the gold chain is the head of the Egyptian god Horus, who was a messiah (Pharoe is a living Horus) portraying that Kayne is a living God.
As the camera pans out, even more, we see three women, two of which appear albino and have large horns. This could symbolize worshippers of the devil. The third woman is very attractive and is sitting at Kanye's feet, suggesting she is Kanye's sexual partner. The woman later sprouts angel wings, creating a binary opposite with her, and the two-horned women.
As the panning shot continues, Kanye stays in the middle of the shot the entire time, and despite the many distractions around him, he still remains the focus of the video. This helps illustrate Kanye's power.
A halo and sword appear above Kanye under a spotlight, making it clear that he is supposed to be pronounced as a god/ messiah, with undertones of violent power.
When the camera has fully transitioned out, and all of Kanye's characters are revealed, including women lunging for him, women pouring water on themselves, and women having sex with each other, we see that Kanye is one of the only men in the scene. This helps portray Kanye as the traditional idea of an ‘ideal man’; powerful, well built, rich, and surrounded by women. The video then ends just before two people clash swords in front of Kayne, one male, one female, (binary opposite), before screening the word “POWER” across the screen.

Codes and Conventions:
A video of this music genre is not usually so thought out, however, still has the same premise: the rapper being shown as the coolest, hardest, most bad ass portrayal of themselves as possible. This can be done in a video by making the rapper look rich, successful, popular, and, especially in this video, powerful.

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Narrative:
The video starts with an overturned car being shown from different shots. The video flickers black when there is no base for the first 10 seconds. The main artist, The Weeknd is shown getting out of an overturned crashed car, and then helps out two women in revealing outfits, suggesting the two are strippers, prostitutes or some of the Weeknds sexual partners. This shows the audience that he has many attractive girls to have sex with. The Weeknd does not seem phased at all by his crashed car, which may have a few different meanings, either he has so much money that the loss of an expensive car does not severely damage his ban account, or that he has no cares in the world. He also does not respond to being hit by one of the girls,  which also connotes he has no cares for them or himself. He instantly starts walking away from the car and the two girls. This also goes wot the theme that he does not care for either of them.
The videos quite dark, despite it being in the daylight. This compliments the song's slow and melancholy sound. The next few verses sound similar, and so just show The Weeknd walking away from the car. He is singing the song, but not looking at the camera. the background is blurred, keeping the artist in focus for around a minute. The camera shot doesn't change very often at all, leaving it around 20 seconds between each change. This also compliments the songs slow and melancholy beat.
2 minutes into the video, the car explodes as the beat drops, and the chorus starts for the second time. Again, The Weeknd does not show any reaction to his surrounding, suggesting he does not care, or perhaps, he died in the car crash and therefore has no reason to care about his surroundings.
The artist then walks into a broken home. We know this as the door is open, there is shattered glass covering the floor. If following the theme of The Weeknd being dead, this may symbolize his transition into hell, or himself looking back at his life, similar to the phrase "Life flashed before your eyes". The house tells us many things in that sense, for example, the house is very large and empty, suggesting The Weeknd had an empty and meaningless life, or perhaps that he had nobody but himself, especially as the house looks abandoned, suggesting The Weeknd has been abandoned by the important ones in his life.
He then walks through a room with a flickering light, which could suggest 'The Spark of Life' of The Weeknd flickering, and eventually, flickering out. The Weeknd then enters a room illuminated by red and contains a sinister old man holding an apple and two good looking women in lingerie.
This may symbolize the devil, due to the red hue surrounding the room, the apple the devil is holding, which relates to the bible when the devil gives an apple to Adam and Eve.
The actor who plays the man is Rick Wilder, who is the lead singer in the rock band, The Mau-Maus. The songs and rock genre, in general, is often associated the devil and satanic imagery. This portrays that The Weeknd has transitioned to hell.

The video's narrative is intertwined with the artist's performance, with The Weeknd singing during the narrative.

Code and Convention:
The video starts as a conventional rap video: A careless driver with 2 'Hoes', however, as the video progresses, the video pays homage to the stereotype and steps away from it. This is shown by keeping dark perspective throughout the video, long camera shots, and no popping or distortion to the screen when a beat happens, like many rap videos in a modern day.
The video also has underlying themes of death and hell, which is also different from the stereotypical rap music video, which just has a video with no connotations, that should be taken at face value.

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In this research task, I had to get two music videos to analyse, preferable from different genres.
These are the two videos i chose.
The Weeknd - The Hills
https://www.youtube.com/watch?v=yzTuBuRdAyA
POWER - Kanye West
https://www.youtube.com/watch?v=L53gjP-TtGE