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Promotional

Artists use their music videos to promote themselves as an artist and/or a new album. The song choice and the music video is important as it will attract a certain type of audience that may purchase the whole album. An example of an artist who has done this is Krept and Konan with their song "Freak of the Week". This song is considered a mainstream song which means a wider range of people will like and listen to it. However, the songs on the rest of their album sound very different to this one, and if one of those songs were made into a music video not as many people would be incised to buy their full album as they would be put off by the style of music.

Purpose

Instead of just to promote a new album or song, there can be a purpose to a music video. For example charities can use music to ask for appeal. At christmas in 2014 the song "do they know it's christmas?" was re-released to ask for appeal with Ebola. The music video featured all of the celebrities who took part in the song. This is a effective way of appealing for a charity as all of the profits from the song went straight to the charity which makes people want to buy the song. It was the fastest selling song in 2014.

Extension of Income

The artist and record company can get more money from the music videos by having brands in the video. For example, the artist Stormy had a lot of adidas products in his music video for the song Shut Up. Adidas was also mentioned in the lyrics of the song which adidas paid them to have in there. This is a good way of getting more money as people will be more inclined to buy adidas products if they see them in the video.

Producers' Strategies

Record companies will use many different platforms to show the music video, as the more platforms they use the more people will see it. The more people who see the video means more success for the video and the artist, which would mean more money which is the most important thing to them. Youtube is the main platform, however other examples are MTV, Vevo, social networks, Muzu and Vimeo.

Synergy

Songs and music videos can also be used to promote films. They do this because if a song is featured in a film people who like the film would also want to listen to the song. For example, the song "see you again" was in Fast and Furious 7. Clips from the film were shown in the music video which makes people want to watch the film and vice vesa.

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Purpose of Music Video

The purpose of this song and music video is to promote The Hunger Games Mockingjay Part 1. This song is featured in the film, therefore people who watch the music video will be inclined to see the film and vice versa.

Extension of Income

As this song is featured in a film, the music video will generate a lot of money from the film as the song contributes to the films success. However, it also works the other way round as the more people who watch the film, the more people would watch the music video which would gain popularity for the artist.

Where does the video outlet?

The video is shown on many different platforms. The most common one is youtube (vevo) as this is where the video will be viewed most. This is a better platform than music channels (although that is also used) as people can view the youtube video whenever they like which would generate more views. Social media is also used to share the video from youtube as the more people who see the video, the more money they get.

Sales

In Australia where it was originally released it earned a gold certificate and sold over 35,000 copies in downloads. It was then released in New Zealand where it earned a platinum certificate and sold 15,000 copies, also in downloads.

Yellow Flicker Beat (Hunger Games) - Lorde

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Lorde - Yellow Flicker Beat (Hunger Games)

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Purpose of Music Video

The purpose of this music video is to promote the band and the song. The song was not released at the same time as the album, therefore the video was not to promote a new album but just to promote themselves and a new single.

Extension of Income

The music video is not for the purpose of advertising a film and does not contain any product placement. The video is just for the band to promote their new song which would help them to gain popularity.

Where does the video outlet?

The video is on youtube and is uploaded on the official Arctic Monkeys channel. The video can then be shared on social media for it to gain popularity and get more views. It is also shown on certain music channels such as MTV however it's not shown as regularly as other songs.

Sales

The song reached number 2 in the UK indie chart meaning it has sold over 15,000 copies in downloads.

R U Mine - Arctic Monkeys

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Arctic Monkeys - R U Mine? (Official Video)

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Purpose of Music Video

The purpose of this music video is to promote the song and his new album. The song will attract a lot of people to buy his album as if people like the song and the video they will be more likely to buy the album.

Extension of Income

Throughout the video, Calvin Klein products are shown which the company has paid for. This is how the music video and the artist makes more money, as they have paid a lot of money for the products to be shown as Justin Bieber endorses their products. If people see him wearing their products people are more likely to buy them =, which is how the company benefits from having their company in the video.

Where does this video outlet?

This video is on youtube under the JustinBieberVevo channel. This is a good platform to have the music video under as lots of people can view the video at their own leisure which generates a lot of views very quickly. This then gives the Vevo a lot of money due to the adverts on the video. It is also shared on social media which is a good way of getting more people to see it. It is also played on music channels such as the top 40 and MTV.

Sales

The song earned a silver certification in the united kingdom and sold 200,000 in downloads.

What Do You Mean - Justin Bieber

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The artist is dancing throughout the entire video which shows that he is promoting himself as a performer as well as an artist which is something that is still done today. The main purpose for most music videos is for the artist to promote themselves along with their new song, which is something that was done in this music video which is evidence that it is something that was done as far back as 1957 as it is done today. The artist is dancing in this music video to also entertain the audience as its more interesting for them to watch the artists dancing rather than a person they do not recognise, although having backup dancers looks effective and follows the story of the music video well. He also lip syncs throughout the video which is something that is still done today.

The fashion shown in the video isn't something that would be shown in a video nowadays as it would only be suitable for the 1950's era. Due to the subject of the music video, police men are shown in the music video. The uniform they are wearing would have been what they would have worn in the 1950's which makes the video realistic. If a policeman was shown wearing that uniform in a video from the 2000's, it wouldn't make sense as it's not from the correct era.

The quality of the footage is poor as it was made so long ago. The most noticeable thing is that the video is in black and white which makes it appear old and not as clear as newer music videos. Although nowadays some music videos are edited to be in black and white as that is the image that the producer wants to portray. For example the R U Mine video by Arctic Monkeys is entirely in black and white although it didn't need to be as it could have been left in colour. The difference with that video to this one is the fact that in 1957 they didn't have the option to have it in colour. The black and white wasn't an editing filter it was just the only option they had. Also the footage is very grainy which makes the video look unclear. If a video of this quality was produced nowadays it would be considered very unprofessional as the picture is very grainy.

There isn't a lot of variety in the type of shots used in this music video. Most of them are long shots with a couple of close ups of the artist. The fact that there isn't a lot of variety makes this music video look quite basic in comparison to new music videos. The editing is also very basic. There aren't many cuts in the music video; the only time they are used is when the type of shot or the angle changes. In more modern videos there are lots more cuts used and effects are added to engage the audience and to make it more visually appealing. The editing does not cut to the beat which is something that is done quite often in modern music videos. Also, no special effects were used in this music video due to the era that the video was created. Special effects were not yet created therefore they could not be used in this video.

The overall style of the video and the music is very upbeat which makes the video feel very cheery and happy. Although the video is in black and white which would typically be seen as sad, the video is actually very upbeat as the fact the video is in black and white is not an edit but something that could not be helped.

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Elvis Presley - Jailhouse Rock (Music Video)

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The entire video is the artist performing the song which shows that the purpose of the video is the artist promoting their song as well as themselves. It wasn't common for music videos to have a story to them in this era, therefore the fact that this video is just the artists performing fits the era. This also means that the audience wouldn't find it boring or uninteresting as it is what they are used to. However if this type of music video was created nowadays people may not find it as interesting due to the type of videos that are created now.

The type of clothes worn in this video is suited to the 1960,s. The clothes that the artist and the audience wears makes it clear that this video was made in the 1960's. This means that if these kinds of clothes were worn in a modern music video it would look strange as you would easily see that the clothes are from a different era.

The quality of the footage is quite poor, much like the video from the 1950's. The footage is very grainy, although it isn't as bad as the video from the previous era. However it is in black and white which makes it look very old.

There are a few different shots throughout the video, with the majority of them being long shots and close ups. This video has a wider variety of shots in comparison to the 1950's video. Having more shots makes it more visually interesting and keeps the audience engaged as it's not just the same shot the whole way through, which would be very boring. This video doesn't have a lot of different camera angles however, which is something more present it newer music videos such as the video from the 1990's.

The editing in this video is very basic as the video just cuts from different camera angles and there isn't much technique used. The comparison between this video and the 1980's one shows just how little editing this one has as the 1980's video has so much more editing, including cutting to the music.

The overall style of this video could be considered quite boring and basic, however the music itself makes it much more upbeat and cheery.

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The artists are shown performing in this music video which shows that they are promoting their song as well as themselves. If they were not promoting themselves the video would be a story and would not include their faces at all. This video does not include a story or cross cutting at all; it is solely the artists performing. This is a successful way of gaining popularity as people will recognise their faces as this was before the internet was used therefore artists used music videos as a good way of promoting themselves.

The fashion shown in this video is suited to the era that this video was created. If this type of clothing was worn in a modern music video it would look very out of place as the clothes are defiantly suited for the era and would look very odd. The clothes do not look out of place in the video though as it makes sense with the video in the same way the clothes make sense in the 1990's video.

The quality of the footage is a lot better than the 1950's as the video is in colour and it isn't as grainy. The picture is a lot more clearer and looks better in colour as it makes it look more modern. A lot of red has been used which makes the video look dark which makes the quality look worse than it actually is. This is why the black and white camera looked like such poor quality as it makes it harder to see whats happening in the video.

There is a variety of different shots and different camera angles throughout the video. This makes it a lot more interesting for the audience as having different camera angles and shots makes it more appealing to watch. The camera also cuts from the artists playing the song to different images which breaks up the video to keep the audience engaged.

The editing to this video is very basic as there isn't a story to the video so it's just footage of the artists performing the song. The edit does cut to the music however, as the shots change from the singer to the drummer and back to the singer again with the change of each beat. This is effective as the audience feels more involved with the video when the editor cuts to the beat. There are no special effects as the technology wasn't advanced enough.

The overall style of this video is very upbeat and cheery as the song is very upbeat and the editing and music video is very basic so the audience is focused more on the song rather than trying to follow a story in the music video.

Don't Bring Me Down - ELO (1979)

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Electric Light Orchestra - Don't Bring Me Down (Official Video)

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The group is shown singing the song whilst a story is happening at the same time. The fact that the artists are shown playing the song during the video shows that the purpose of the video is to promote themselves and their song, which is the same as a vast majority of music videos. They are shown performing the song rather than dancing as the main part of the video is the story rather than the artists singing.

The fashion shown in the video suits what would have been worn in the 1980's. The artists themselves are dressed for the right era as are the actors who are also in the music video. If somebody in a recent music video were to wear what is worn in this video, it wouldn't be as unusual as it would be to wear something from the 1950's. This is because the fashion looks more similar to what is worn now, however the clothes worn in modern music videos are usually more extravagant than what is shown in this one.

The quality of the footage is a lot better than previous eras, however it still isn't as good of quality as modern music videos due to the lack of technology compared to now. The video is in colour which makes it look a lot more modern in comparison to the music video from 1957. It isn't as grainy as the video from the 1950's, however you can see the difference between this video and a video made in 2015. The fact that the video is in colour has a big impact on making it look modern as if this quality of video was filmed in black and white it would make it look much more older.

This video has a wide range of different shots, which is very different from the 1950's music video. This video looks much more interesting as there are lots of different shots and more editing has been done. Long shots are used when showing a landscape such as a desert or showing the car driving down the road. They are also used when the two men are dancing. Close ups are used when the artist is singing and to show peoples reactions in the music videos. Mid shots are also used throughout the video to give it variety.

Th editing in this video is much more interesting than the 1950's video as some editing techniques are used to engage the viewer and make it more captivating for the audience. Cross-cutting is used as the video jumps from the artists singing to the story of the video which breaks up the music video an makes it more engaging. The video has been cut to the music which is very obvious halfway through the video where the cutting is faster when the pace of the song gets faster. The music video also uses a lot of fades when transitioning to another part of the video. This looks effective as it isn't as harsh as a cut and suits the pace of the music video, which is something that could not be done in previous eras due to the lack of technology. No special effects were used in this video as the video is quite realistic.

The style of this video is very upbeat which is also reflected in the editing. The fast pace of the editing in certain parts and the range of different shots make the music video seem very happy and chee

Everybody Wants To Rule The World - Tears for Fears (1985)

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Tears for Fears - Everybody Wants to Rule the World (Full Video)

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I do not own right to this song nor do I claim to. Great song enjoy

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The artists shown in this video are promoting themselves and their new song as they are performing the song themselves and there isn't a story that goes along with the music video. The whole video consist of them performing the song which shows that as well as wanting to promote the song through the use of the music video they want to make themselves known and grow in popularity which is why they are the ones in the music video rather than having a story or something that doesn't involve them.

The fashion in this video is very extravagant compared to the previous eras as it looks like something that will be used in music videos or on stage rather than in everyday life. This is a huge contrast between the 1980's as the clothes shown in that video are considered ordinary, everyday clothes whereas these would not be. The theme of this video is supposed to look futuristic which is why the fashion is so extravagant.

The quality of the footage is the best out of the all the eras as its the most recent therefore the technology would be the best.It's a lot better than the videos from the previous eras as this is the most recent of them all. The video isn't grainy and you can see their faces clearly, as well as it being in colour which is another factor to making it look more modern. the comparison of quality in this video compared to the 1950's video is huge as you can clearly see how advanced the technology is compared to then.

There is a wide range of shots used in this video which make it interesting to the audience. Having lots of different shots makes it more visually interesting as there is more going on which is why it is more engaging to the viewer. This is very different from the 1950's as the the shots were very long and there wasn't a variety of different shots. The 1980's also used different shots to engage the viewer, however this video used many more. It also has a wider range of camera angles which makes it more appealing to watch as its different from the other music video eras. The camera is also rotated at different parts which makes the video look like there is a lot happening which engages the viewer even further.

There are a few editing techniques that have been used in this music video. The video has been cut to the music throughout the entire video which makes it more eye-catching. There are also a lot of lights used in the video which is also timed to the music which was done on purpose during the editing to create the effect of cutting in time to the music. There are special effects used throughout the video but the majority of it is used at the end of the video. This video is the only one to include special effects due to the lack of technology. However as special effects have been created they were an option to be used in music videos and as the theme of this music video is supposed rot be futuristic, it makes sense to include special effects.

The overall style of the video is very catchy and upbeat due to the music itself and the editing techniques used.

No Scrubs - TLC (1999)

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Task 1: Understand Styles of Music Videos

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Task 1: Understand Styles of Music Videos

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This is a type of music video that uses live footage of the artist performing the song as the entire video. The song played over the video is usually the studio version and not the live version, however the concert footage is still edited as the actual music video. The music video below is an example of a live footage music video as the video is comprised of concert footage for the entire duration of the video. This is done so the audience of the music video can watch it and feel as though they are at the concert which makes them more engrossed in the video. This type of music video is a good way of the artist promoting themselves as the audience can see the atmosphere in the concert which would make them want to buy tickets to future concerts. The video also shows the artist backstage which makes the audience feel more involved and connected to the artist. The lighting used in the video is relevant to the song as the lights are red to correspond with the song, which adds to the effect of the video.

Red - Taylor Swift

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Animation is where a music video uses either digital or stop motion animation for either the whole video or for certain parts of the video. This is to tell a story in a different way which appeals to the audience as it shows something different. It is also to create something that may not have been able to be created with just filming actors, therefore showing something creative that would have otherwise been unrealistic to film in real life. This music video uses stop animation for the entire duration of the video. This is to show something which can not otherwise be done in real life. This has an effect on the audience as it is a unique way to create a music video, therefore it makes it more memorable. The music video shows the

Mykonos - Fleet Foxes

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An impressionist music video is a video that can make the audience feel a certain way based on what is shown. This means that a video can be interpreted in different ways depending on who watches it. This music video is an example of that as instead of it being a music video with a story it just shows different clips. As the video doesn't have a story the clips shown can be interpreted in different ways. Although the clips aren't random as most of them relate to the lyrics as she's singing them, however they aren't showing a story meaning that it can be interpreted in more than one way.

Video games - Lana Del Rey

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A narrative music video is a music video with a story that the audience can follow. This is so the audience will be engaged with the music video as they will be intrigued to know what happens in the end. A narrative music video doesn't have to follow the lyrics to the song and the story is usually about two people. It is like a short film as they usually have a beginning, middle and end. This video is an example of a narrative music video as the video shows a story about two people in a relationship.

Sex - The 1975

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'Sex' from The 1975's self-titled debut album, out now. http://smarturl.it/the1975album The 1975's new album 'I like it when you sleep, for you are so beautiful yet so unaware of it' is out now - http://the1975.com

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An interpretive music video is one which can have more than one meaning depending on who watches it. The music video may or may not follow a story and may or may not be related to the lyrics, however the music video won't have a straight forward story. This is so the audience can have their own interpretations as to what the music video is about. An example of this would be the music video below which has a story and the shots do go with the lyrics, however the lyrics can be interpreted in different ways which is why the video can be also.

Reflektor - Arcade Fire

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A surrealist music video is one which contains abstract images either throughout the whole video or in certain parts. These type of videos are usually the most creative ones as they don't have to make sense and can include animation and special effects. The music video below is an example of a surrealist video. Although the video isn't surreal through out its entire duration, there are some parts which can be seen as surreal. For example when the video cuts to the artist riding a silver horse is something that would have been achieved using special effects, and is an abstract shot to keep the audience interested.

Ooh La La - Goldfrapp

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Music video by Goldfrapp performing Ooh La La.

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A pastiche music video is a video that makes reference to someone or something, but in a more respectful way than a parody music video. The music video below would be an example of this. This is because the video makes reference to the 80's when the song was originally first released. They do this by showing the guests of the party wearing 80's themes clothing, however the background is modern. This music video is an imitation of the era that the song came out.

You'll always find me in the kitchen at parties

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Man Like Me - You'll Always Find Me In The Kitchen At Parties

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Subscribe to our channel here: http://bit.ly/12gshQW Man Like Me - You'll Always Find Me In The Kitchen At Parties. Download the track now from Itunes here: http://itunes.apple.com/gb/album/youll-always-find-me-in-kitchen/id471519534 Or Amazon here: http://amzn.to/abn5l8 We're MASSIVE fans of Jona Lewies original version and we're also MASSIVE fans of Man Like me and their new version of the track.

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A parody music video is one which makes references to a film, subject or artist in a comedic way. These types of videos become very popular as people who have seen/heard of the people or film that the parody is mocking, the more likely they are to watch the video. The music video below is an example of a parody as it mocks the film Pirates of the Carribean, as well as Scarface and Forest Gump towards the end.

Jack Sparrow - the lonely island

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Referencing is where a music video makes reference to someoepne or something, such as a film. This is done if the music video is promoting a film as if it is promoting a film it will make reference to the film. An example of this would be the music video below. The music video contains clips from the new James Bond film as the song will be featuring in the film. This is why the film is shown in the music video; as well as referencing the film it is also promoting it.

Sam smith

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Sam Smith - Writing's On The Wall (from Spectre)

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A homage music video is one which has a reference to something or someone, but will be done in more of a tribute rather than in a way to mock. This is usually done with a very well known film or artist, so when the audience watches the music video they will know exactly what the music video is referring to. The music video below is an example of this as the whole video is referencing the film clueless. This is a homage and not a parody because it isn't mocking the film in any way, it is just copying the film and is done in a respectful way. The music video is an adaptation of the film.

Fancy

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Universal Music Operations Limited Iggy Azalea

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Iggy Azalea - Fancy (Explicit) ft. Charli XCX

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Fancy is out on iTunes here: http://po.st/FancyiT My album 'The New Classic' is out worldwide! http://smarturl.it/iTNC https://www.facebook.com/iggyazalea https://twitter.com/iggyazalea Instagram @thenewclassic http://www.iggyazalea.com www.facebook.com/charlixcxmusic www.twitter.com/charli_xcx ‎ www.charlixcxmusic.com Directed by Director X Music video by Iggy Azalea performing Fancy. (C) 2014 Virgin EMI Records, a division of Universal Music Operations Limited

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This is where there is product placement in the music video. This means that a brand will pay the artist a lot of money for their brand to be shown in the video. The amount the brands pay/the amount of time the brands are shown on screen vary with each deal. An example of this would be the music video below which show beats headphones as well as Chanel.

Sing - Ed Sheeran

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Ed Sheeran - Sing [Official Music Video]

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Lyric interpretation is where the music video acuretly shows what the lyrics are saying. Each scene in the music video should be showing what the lyrics are saying so it matches up correctly. If the lyrics are telling a story then that it what the music video should be showing also. An example of this would be the music video below. The lyrics are about a man who becomes more and more obsessed with Eminem and ends up driving off a bridge, which is exactly what is shown in the music video. As the lyrics and song progress so does the scenes in the music video which shows that the song and music video match up.

Stan - Eminem

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Music video by Eminem performing Stan. (C) 2002 Aftermath Entertainment/Interscope Records

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Extending or consolidating songs's meaning

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Extending or consolidating songs's meaning

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This type of music video is one that can have more than one meaning. This would usually mean that if two people were to watch the music video they would both have their own interpretation. This type of music video also uses a lot of symbolism so the music video won't be seen as literal. The music video can also contrast with the lyrics which is what is done in the example below. It shows two different perspectives whereas the lyrics only show one. This music video gives more meaning to the song than it actually has, as the song only shows one perspective but then the music video shoes what she actually means.

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An allusion music video is where the music video makes reference to something else (in this case a film) without actually mentioning the thing it is referencing in the lyrics of the song.

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Ariana Grande - Right There ft. Big Sean

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This is where an artist will refer to another artist in either the lyrics, music video or both. An example of this would be the song below where ed Sheeran mentions Gabriella cilmi at the end of one of the verses. Although it's not mentioned in the actual music video she is still mentioned in the lyrics.

You need me, I don't need you - Ed Sheeran

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Ed Sheeran - You Need Me, I Don't Need You [Official Video]

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Official music video for Ed Sheeran's 'You Need Me, I Don't Need You'. Listen to the remix EP here: http://bit.ly/YNMRemixEP Subscribe to Ed's channel: http://bit.ly/SubscribeToEdSheeran Watch all of Ed's official videos: http://bit.ly/EdOfficialVideosPlaylist Hear Ed's new album, 'x': http://bit.ly/XOfficialPlaylist Follow Ed on...

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Cutting to the beat is when the video is cut in time to the beat of the music. An example of this would be the video below as the cuts are made in sync with the beat of the music. This technique is more noticeable in the beginning of the video. Doing this engages the audience as it makes them concentrate on the music as well as the video if the video is timed well with the music.

My Propeller - Arctic Monkeys

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Arctic Monkeys - My Propeller (Official Video)

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Subscribe for more Arctic Monkeys videos - http://www.youtube.com/ArcticMonkeys Music video for My Propeller from Humbug.

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This is where an effect has been used in the music video, such as animation or stop motion. In this video, animation has been used throughout which is why it is a good example. Effects are used when something cannot be done in real life but are needed to show or tell a certain story or part of a story.

Clint Eastwood - Gorillaz

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Lip syncing is where the person in the video moves their mouth in time with the lyrics without actually singing it, which gives the impression that they are actually singing. An example of this would be the video below which shoes the artist singing the song but he isn't. This is done to show who is singing the song and to also focus the audience on the song and the lyrics as they will be seeing someone miming the words. This music video has cut aways in it which makes it more interesting for the audience as the whole video isn't just the artist singing. This is also good as if the artist makes a mistake it doesn't have to be re shot, it can just be cut out.

Bow - Kasabian

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This type of video uses lip syncing like the other one, however this video doesn't rely on editing as much as it is one continuous shot. This would mean that if there was a mistake made the whole thing would have to be reshot.

Bittersweet Symphony - The Verve

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Multi image is where more than one image or shot is shown on the screen at the same time. An example of this would be the video below, where the cgi is the main focus of the music video but in the left corner you can simulatnously see the band performing the song. This is done to show two different things happening at once, which makes it more interesting for the audience.

Californication - Red Hot Chili Peppers

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Red Hot Chili Peppers - Californication (Official Music Video) [HD UPGRADE]

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It is important to have lots of different camera movements in a music video to keep the audience interested. If there are only a few shots the music video won't look as good and it may come across as boring to the audience. The music video below is a good example of a music video with lots of different camera movements. It shows lots of different shots whilst the performers are dancing and there are lots of tracking shots too which makes it more visually pleasing.

Everything at once - Lenka

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This is a type of special effect which is done using a green screen to create an image behind the artist. An example of this would be the video below which shows the artist in front of a green screen with images added in behind him during post production. This is done to show the artist in different locations without actually having to go there which would save money and also be beneficial as because it's indoors you have control over the lighting and wouldn't have to consider the weather.

Bound 2 - Kayne West

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Embarrassing Kim Kardashian & Kanye West Moments

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iTunes: http://smarturl.it/iYeezus Music video by Kanye West performing Bound 2. © 2013: Def Jam Recordings, a division of UMG Recordings, Inc.