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Promotional benefits- The promotional benefits of having a music video are that it becomes more interesting and thus more entertaining to watch which increases the chances of people sharing it. This is good for indie artists as it grants them exposure.

Purpose- The purpose of a music video is to make the song more entertaining to watch. As almost all media in the current age have some sort of combination of audio and visual. To keep up, the music industry uses videos to remain popular. A music video, if effective, can boost the popularity and views of the song itself, this means that the artist will get greater exposure and hopefully more sales.

How do Music Videos generate money for the record company- Music Videos generate money through monetization on the video and through the sales of the song, after the viewer has been interested by the music and has bought the song elsewhere. It is common for music videos to monetize on YouTube, as they get paid per person that watches an advertisement, and if the music video is popular and shared, more people will watch which will increase the amount of advertisements, and thus advertisement revenue for the song owner.

Extension of income- This is advantageous to the music video as it means that the song can be paid to use in an advertisement for example. For the music to be used in a music video. Whoever wishes to use the song must pay for the rights to use it, which is beneficial for the artist and record company as they receive money without having to do any work and it is free advertising for the song. This can also revive songs and boost their popularity which means more people will purchase the song, which is another advantage.

Producer's strategies- This refers to how the music video may not necessarily be relevant to the song. The producers will do whatever they can to make the music video stand out and gain attention, for example the image, which is the way the video looks and feels. Each artist will have an image, for example, lady gaga.

Another producer strategy is controversy. There is no such thing as bad publicity, and the more attention a video gets, the better for those behind it. If the music video is controversial, then more people will be interested to see what the discussion is about, therefore gaining the video more views, attention, and hopefully sales.

Synergy- This is where to companies work together to create a music vide, for both of their retrospective uses, for example "Skyfall" was made to be used in the James Bond opening and proved effective, but it also become a popular song on it's own. The advantage of this is that the music video becomes more popular and well known from being in a film, and vice versa.

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Task 2: Music Video Research- Pop Music Video

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Task 2: Music Video Research- Pop Music Video

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LMFAO- Party Rock Anthem

This song has a very upbeat and happy theme. It is obvious that the song is intended to be played at parties.

The purpose of this music video is quite clearly to be funny and entertaining to watch, it also gives exposure for the artists (Lauren Bennett & GoonRock) so that they are rightfully recognised and can take credit for their work. The entertaining and humorous nature of the video greatly increases it's chances of someone sharing the song with others, this is a marketing tactic as the more people that watch the video, the higher chances they have of achieving a sale. In short, more people watching means more sales.

"Party Rock Anthem" has been used in television series, advertisements and video games. It was also released online with a music video on websites such as YouTube. It has starred in television programmes such as "Awkward", "Glee", "Gossip Girl", "Parenthood", "Broke Girls", "Parks and recreation", "So you think you can dance" and "South Park". The song became immensely popular and has become the 11th most viewed video on YouTube, as well as achieving many awards such as the "MTV Movie Award". The song reached number one on the "Billboard Hot 100" which is a record chart in the united states for singles, where it remained for six straight weeks.

By July 2012 in the United States, the song had achieved 7 million downloads and 8,030,000 CD's sold, and over 1 million CD's sold in the UK.

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LMFAO - Party Rock Anthem ft. Lauren Bennett, GoonRock

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Task 2: Music Video Research- R&B Music Video

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Task 2: Music Video Research- R&B Music Video

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Gnarls Barkley- Crazy

The song crazy has a very strong psychiatric theme, the lyrics refer to his mental stability while he questions his sanity. To mirror this theme, the music video uses visuals that are styled to like like a "Rorschah inkblot test" which is used to test a persons perception of ink splatters. The music video uses this to help reinforce its theme of "Craziness"

The purpose of the music video was to make the song more appealing to watch and listen to. It helped to expose the artist and show their image to the public so that they can be recognised. The music video proved to be curious and entertaining to watch which is a huge advantage as it made it more likely for people to share with one another.

"Crazy" was extended into many different platforms. For example, it was used in many films, including "Kick-Ass", "Birdman" and "Boyhood". It has also been used in television programmes such as "Cold Case" and "Grey's anatomy". The music video reached number 1 in the UK.

The video was initially leaked a few months before it's official release and was played across BBC Radio 1. When it officially released in March 2006, it was released on 7", 12", CD, and digital download. "Crazy" reached the top of the "UK singles chart" on downloads alone at it's release. By January 2011, it had amassed 1 million downloads. The music video was also outlet to television companies such as the BBC and MTV.

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Task 2: Music Video Research- Hip Hop Music Video 

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Task 2: Music Video Research- Hip Hop Music Video 

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Kanye West- Power

The title "Power" suggests that the music video will be powerful in all aspects. To mirror this, the song is very heavy on the beat, and has short strong verses. The music video mirrors the theme of power with it's use of statues and mythical creatures, which refers to the ancient greeks, suggesting that in this video, Kanye is a god.

The purpose of the music video is to make the song more appealing by making it entertaining to watch. By making the video more entertaining, it increases the chances of people sharing the song and more people watching watching it. The music video does in with the hope that the more people that watch the video, the higher chance of sales. This music video also promotes the artist as Kanye is portrayed as the main interest, this makes it so that everyone knows who the artist is and become familiar with them.

The song "Power has been used in a variety of media platforms including television, advertisements and video games. For instance, it was used in "So you think you can dance" on the US channel "Fox". This has amassed the artist a great fortune from companies that need a "powerful" song for their new product.

The song was released on CD, Digital Download, and 12" vinyl. It was also uploaded online at YouTube.com under Kanye West's Channel named "KanyeWestVEVO". As of this moment, the music video has over 60,000,000 views and 250,000 likes

Halfway through 2010, the song charted on the "Billboard Hot 100" at number 22, but only remained there for a week. By September 2010, the song had gone platinum (1,000,000 sales in the US). The song debuted with 6,254 digital downloads. After the song subsided for a while, it was revived later by an advertising campaign and went back into the UK charts as number 57

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Bill Haley & His Comets - Rock around the clock (1955)

The artist in this music is Bill Haley and he is shown at the beginning of the music video with the band playing "Rock around the clock". He is shown well dressed and performing on a stage which could suggest that music videos were formal at this time, and were mimicking a live performance. This is separate to current music videos. Modern music videos tend to show a narrative story rather than a band as it is more entertaining to watch for the audience. I suspect this is due to the fact that in the 1950's, music videos were shown on the television or in person and the demand was mainly for the song itself, so there wasn't much of a demand for visuals. However, now that computers are more common, a larger number of people will be watching the music video rather than solely listening to it.

The music itself is very appropriate to the time period, as most songs of this rock and roll genre were very popular. During the 1950's rock, swing and blues dominated. "Rock around the clock" falls under the category of Rock making it appropriate for the time period. The song was a success and is well known, I am a fan myself. For instance, in the current era, pop music is very popular, therefore lots of pop songs are being produced. This is similar to "Rock around the clock" as it was creating songs in a genre that was popular at the time, which proves successful as a greater number people will be more interested in the song.

During the 1950's it was fashionable for men to wear suits and for women to wear dresses for well dressed occasions. The band and audience are dressed fashionably for the 1950's which defines that the music video was set in the 50's, The fact that the men and women in the music video are wearing fashionable clothes show that the band was intended to be played in front of an audience, also for the fact that you can see the audience dancing in front of the band. The fashion in the music video also determines that a great deal of effort went into the music video to make it more appeal for those that would be watching it at the time. This is similar to modern music videos. In modern music videos, those shown in it are dressed fashionably for the current age. It is common for the fashion in music videos to mirror the current fashion as it makes the music video more fitting to the audience.

The quality of the footage is very poor because of the technology at the time. In the 1950's, technology was very poor compared to today's technology. The footage does show that it was filmed at the time. The quality of the footage differs heavily from today where everything is now in HD and filmed with high resolution cameras, due to the demand of visuals. The footage is also in black and white due to the poor technology at the time.

The type of shots in the music video are very limited. They include long shots, mid shots, and close ups. The use of camera movement is very limited. Most of the shots are static and show the band playing or the audience dancing. This is due to the fact that the main interest of the audience will be on the song itself rather than the visuals. In modern songs, lots of different shots are used in quick conjunction with each other to help to excite those watching the video, and help to highlight the important parts of the narrative.

The editing techniques of "Rock around the clock" are very simple and plain, dissolves are mainly used as they were new and popular at the time. Other transitions were used for this reason. However, cuts were still shown but were not as common. In current music videos, cuts are the most popular as dissolves, fades and transitions are seen as unprofessional and outdated.

There are no special effects in the 1950's music video as the technology wasn't readily available or advanced enough to create effects. Modern music videos tend to contain special effects as they intend the music video to be exciting and enjoyable to watch. Special effects provide cheap and effective methods to do so.

The style of this music video is smart but fun. The well dressed performers and audience members suggest the smart part, and the dancing and music suggests the fun part. I think the style is suggesting that everyone needs a bit of fun.

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Bill Haley & His Comets - Rock Around The Clock (1955) HD

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The Beatles- Love me do (1962)

The Beatles were a extremely famous band in the 1960's. Their image in this music video is as well dressed performers. We can tell this from their outfits, where they are wearing suits. They are also shown on a stage performing to an audience, which suggests that they were popular and that they are a band. This is different to modern music videos as most modern music videos show a narrative story rather than the band. They are also shown with their equipment, which appears to be very expensive suggesting that they were popular and worth a lot of money.

The music itself is in the genre of pop, meaning popular which suggests it was popular at the time, which it was. This genre of music was very popular at the time, and the Beatles were one of the biggest bands. Their music was very popular as it hit the genres the majority of people wanted to listen to. A large number of people were listening to the music and following the band.

The Beatles heavily influenced fashion in this decade due to their immense popularity. They influenced male hairstyles because of their hairstyles which millions of people, who were fans of the bands had no doubt seen before. Fashion was heavily influenced by bands at this time. The fashion at this time was similar to the 1950's. suits were popular, as were dresses for men and women. However, skirts were becoming more popular with women, and brighter colour suits for men.

The quality of footage at this time is still worse than today's but is better compared to the 1950's. The footage was clearer than the 1950's, which meant the music videos were easier to watch and more appealing. The technology at the time was still not good enough to film in colour, which is a massive change to today where everything is filmed in colour unless you choose to film in black and white.

The types of shots are similar to the 1950's music videos in the way that they contain limited types of shots. The shots were mainly long shots, mid shots and close ups. There wasn't much variation in shot types, which is similar to the 1950's music but not in modern times as newer music videos have expanded to be as popular as possible as the demand for visuals in music videos has grown.

The editing techniques in this music video are very plain, with fades, dissolves and cuts. I believe this is due to the lack of technological advancements which meant you couldn't do much with the footage as there wasn't editing equipment sophisticated enough to create the effects we have today.

There were no special effects in this music video such as titles or explosions. The closest to a special effect is a dissolve between two shots. This is vastly different to modern music videos such as "Radioactive" by imagine dragons which contains puppets and CGI. This music video is very plain when compared.

The style to this music video feels formal, yet fun. Formal for the fact that the band are performing on a stage in suits standing in the same place, but fun for the fact that they appear to be dancing to their upbeat tune. This is similar to the 1950's theme.

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Boney M- Rasputin (1978)

The artist in this music video is shown singing in front of a large audience on stage. This is different to the previous two decade's because, while we saw the audience, they were on separate shots whereas in this music video you can see them directly in front of the artist. The image of the artist is linked to the song in this instance, which shows commitment to their work, they are also shown performing a traditional russian dance.

The music in this music video is far more upbeat and fun than the previous two decades songs. This broke into a new genre named disco which was immensely popular in the 70's. The popularity of disco meant that disco songs should have a massive advantage over other songs, which proved true.

The fashion trends of the 70's broke away, like most things, from the previous decades. The fashion was very bright, colourful and either loose fitting or tight fitting. The artists are shown wearing with bright sequins and colourful outfits. It was considered expressive and fun. Which helps to reinforce the theme of their song. Previously, fashion had been formal and so had the music. The 70's brought new ideas to break free from the 60's.

The quality of the footage is considerably greater than the 50's or 60's. Most notably is the introduction of colour which was a huge advancement in technology, the resolution also improved making the music video slightly clearer and easier to watch. Up until the 70's the music videos had been in black and white. The introduction of colour was a massive assistance to music videos as it made them more appealing to watch as television was becoming more and more popular meaning music videos were becoming more popular.

The types of shots were also more expansive in this decade. Directors were expanding into more variations, this music video is evidence of that as it contains close ups, mid shots, long shots, high angles, low angles, tracking and panning. There is a lot of variation, especially in the introduction to the music video where lots of photo's are used which cut to the beat of the song, each photo lasting a fraction of a second. This was an advancement from the 60's as the music videos were becoming more complex and entertaining.

The editing techniques were also an advancement as there were fast cuts, cuts to the beat and flashbacks in this music video. Music Video were evolving from a band performing into a story to entertain the audience. less transitions were being used which, in my opinion gave the music video a more professional feel. The cutting on the beat made the music video flow better and appear more advanced than previous music videos. Slow motion had also been used, which is a new advancement form previous music videos in earlier decades, which is an advancement as it makes the music videos more entertaining to watch.

No special effects were used in the music video such as titles or CGI. However, smoke machines were used along with lighting to help set the stage which suggests that the population of music videos were growing as more effort was going into creating them. Evidenced by the smoke machines as they were not necessary but were still included.

The style is the music video appears to be all about fun and disco. This is suggested by the bright coloured clothing, big hair and sparkly sequins. The 70's were a time of breaking free from mediocrity and this music video had demonstrated this. Like many other music videos, the theme appears to be about having fun, however, the 70's wanted to be about colour and breaking away from the strict and plain past. This is different to modern day music videos as they are more calm now.

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Queen- Another one bites the dust (1980)

The artist Freddie Mercury was a well known member of Queen, as it shown in this music video as care free and simply having fun, demonstrated by his outfit and the way he walks about the stage. The rest of the band are shown at the back of the stage with their instruments which reflects the way that Freddie Mercury was definitely remembered more than the rest of his band. The band are also playing on a stage, apparently in front of an audience. This theme had been common among music videos since the 50's.

The music itself was very popular, the song was very memorable and proved to be extremely popular. The genre of music is rock which had arisen again and was very popular. The music still had elements of disco which was not outdated at this point, this allowed it to reach out to newer and older audiences.

The fashion trends in the 80's were very plain compared to the 70's, lots of brownish colours were used. Futuristic clothes were also being created. However, Queen does not show this fashion. For instance, Freddie Mercury is shown wearing a bright yellow tank top. However, he had cut his hair since the 1970's to match the new popular hairstyles. I wouldn't say that Queen had an influence on fashion as much as the Beatles did. Instead, fashion was influenced more by television. The rest of the band are shown wearing leather jackets which were popular at the time, which demonstrates that they were fashionable.

The quality of the footage had improved from the 70's as technology had advanced, the picture was clearer but still considered blurry from today's perspective. Colour was still being used as there is no reason not to, as it allowed for more interesting and complex lighting.

The types of shots were standard, close ups, mid shots and long shots were still being used along with tracking and panning to produce interesting shots for the audience to watch. Music videos were still growing in popularity due to television programmes such as MTV.

Editing techniques were advancing, cuts were still being used along with dissolves between shots. The shots were all following the actions with cuts, for instance, at one point Freddie throws his arm and the camera shows him at a mid shot. There were also audio effects taking place in the music video which was a new introduction. An example of an audio effect is where sound effects are played near the end of the song to increase tension.

Special effects such as the audio effects were used in this music video, but still no visual effects such as a CGI or titles, as a majority of music videos were still just the band performing their song on the stage, sometimes in front of an audience. Practical effects are used in the music video though, such as smoke machines which had proved popular from the 70's as they appeared to elevate the band like something divine or holy.

The style of this music video is set to appear as if they are performing in front of a crowd, in a concert which shows their popularity. From this we can tell they were popular. The music video also shows them on a stage with the music equipment, instruments and lighting which helps define this point.

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Queen - Another One Bites the Dust (Official Video)

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MC Hammer- Can't touch this (1990)

This music video shows the artist dancing and having fun listening to his own video. He also shown wearing lots of expensive clothes and jewellery. There are also exterior shoat showing dancers dancing in an urban environment, which shows where he is appealing to his audience as most will be in an urban environment. In this music video he is demonstrating his wealth and influence.

The music itself is hip hop which was a popular genre in the early 90's so it appealed to a large audience. The music was also simple which made it easy to remember and get stuck in peoples heads which is an advantage as they'll be listening to it more.

The fashion trends of the 90's changed a lot. Bright colours and large images were popular, more minimal than the 80's though. The music video embraces the fashion by showing the dancers in outfits relevant to the time. MC Hammer himself wears parachute pants and a blazer. Which proved to be a famous outfit which he is known for, this was trendy as bright colours were very fashionable at the time. The same pattern follows all of the music videos, each artist is wearing clothing deemed fashionable to the era they are in. This is because it helps them to appeal to the audience as they see the artist or artists as popular and easy to follow.

The quality of the footage had increased dramatically. Technology was at it's best yet. This allowed for the clearest picture quality yet and for the use of computers with visual effects. The quality of the footage had also increased due to the other uses of technology such as lighting which meant the sets were correctly lit. The quality of the shots were definitely better than any before it, due to the increase in technological advancement, but is still considered poor by today's standards as we have advanced.

The types of shots are very varied and wild in this music video, containing all sorts of shots including extreme close ups, mid shots, long shots, low angle, pov, high angle and tracking. Throughout the music video, many cuts take place, each one taking a different angle or shot type. The varied shots make the music video more entertaining to watch as music videos were at the hight of their popularity. The different shots also allowed for different events to take place. For instance, MC Hammer only appears in a few of the shots. In the other shots, female dancers are shown. This was a new technique that allowed the music video to appeal to a wider audience, of typically men. This had not been used before the late 80's, normally the band was shown playing their song on a stage. Zooms and pans were also heavily used to give the music video it's style.

Editing techniques had also improved. Mainly cuts were used now, and dissolves and other such things had been scrapped. This increased the flow of the music video making it appear smoother and more professional. Other editing techniques were added due to the advancement of technology, this allowed for visual effects such as highlighted colours on shots to take place, of which this music video uses a lot. It also used slow motion and colour correction to make the music video more entertaining to watch. Older music videos lacked this, and were not as entertaining to watch because of it.

Special effects such as the visual effects are used heavily in this music video as it makes the video more entertaining and more likely to grab someones attention. This technique is used so that the music video gets more interest, and hopefully sales.

The style of this music video is showing how the artist is untouchable and how he lives his life. It also shows the fun of music. It also presents the artist performing the song differently to how it was in the past. In earlier years, the song was recorded being performed by a band on stage. In the 90's music videos became more about attention than the artist performing. This is evidenced by the difference between "Another one bites the dust" where Queen perform no a stage and this music video where MC Hammer performs everywhere and a compilation is made. This is similar to modern day music videos as it proves most effective for the advertisement of their songs.

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Task 1: Understand styles of Music Videos- In concert and live footage

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Task 1: Understand styles of Music Videos- In concert and live footage

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This genre of music video is where the performance of the song is filmed live and used as a music video rather than filming a music video separately. This is used when there is a tight budget and there is no option to create a new music video or when the music video isn't necessary. It is filmed live which means there will not be any acting, special effects etc… In this music video the band are performing live on stage and are being recorded. Lot's of close ups are used in this music video so that you can clearly see the performers.

An example of a music video that uses this genre is "Killer queen" by Queen. It was filmed live on stage and used as the music video.

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Queen - Killer Queen (Top Of The Pops, 1974)

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Task 1: Understand styles of Music Videos- Animation (stop motion, digital)

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Task 1: Understand styles of Music Videos- Animation (stop motion, digital)

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This genre of music video is where there is no live footage. It is animated in either stop motion or digital form. This genre is normally used to portray a story of some type. Stop motion is where a photograph is taken for each frame, rather than filming, and you change something in each photograph. You then combine the photographs together and get a film, which gives a distinctive style. Digital animation is where the video is animated on computer.

An example of a music video that uses stop motion animation is "Strawberry Swing" by Coldplay.

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Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.

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Task 1: Understand styles of Music Videos- Interpretive 

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Task 1: Understand styles of Music Videos- Interpretive 

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The interpretive genre of music video is where there is no live action, for instance, a band playing on stage. The music video uses a narrative with no obvious story. There is no obvious message being portrayed so that the audience can interpret the story as they wish. However, it is common for there to be an underlying plot that the viewer can figure out if they please.

An example of a music video that uses this genre is "Pompeii" by Bastille. In the music video, the people in the town are shown with black eyes. This is to portray the eruption of Mt. Vesuvius.

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Bastille - Pompeii (Official Music Video)

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Task 1: Understand styles of Music Videos- Narrative

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Task 1: Understand styles of Music Videos- Narrative

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The narrative genre is where the music video shows a story, usually a short story that relates to the audience in some way. For example, a break up. A lot of artists tend to use this genre as it is popular with the audience due to the fact that the audience can relate with the plot. The narrative is normally straight forward.

An example of a music video that uses this is "Lego House" by Ed Sheeran.

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Ed Sheeran - Lego House [Official Music Video]

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Task 1: Understand styles of Music Videos- Impressionist

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Task 1: Understand styles of Music Videos- Impressionist

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This is where a number of seemingly unrelated shots are used to portray an underlying emotion.

An example of music video that uses this is "Rap God" by eminem. In the music video lots of shots are used dry briefly to indicate what the lyrics are talking about. For example, when he talks about Asgard, an Asgard comic is shown. This is a good example of an impressionist music video because there are many examples in this music video.

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Task 1: Understand styles of Music Videos- Surrealist

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Task 1: Understand styles of Music Videos- Surrealist

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A surrealist genre is where something out of the ordinary takes place.

An example of a music video that uses this genre is "Goodbye Mr. A" by the Hoosiers.

In this music video, the artists are portrayed as superheroes. This is surreal as this is out of the ordinary and doesn't take place in everyday life. This type of music video is popular as it shows the audience something interesting that they would not have seen before.

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The Hoosiers - Goodbye Mr A (Official Video)

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Task 1: Understand styles of Music Videos- Pastiche

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Task 1: Understand styles of Music Videos- Pastiche

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The genre of pastiche is where the video imitates something else, a film for example. The song and the thing it is imitating appear to take place in the same universe, which you can tell through similarities in the art style, actions and plot for example.

This is similar to both parody and homage except rather than mocking or respecting a music video, it imitates it.

An example of music video that uses this genre is "Writing's on the wall" by Sam Smith. The music video is imitating James Bond, which you can tell from the locations he is shown performing in which heavily relate to the locations in the film.

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

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Task 1: Understand styles of Music Videos- Parody

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Task 1: Understand styles of Music Videos- Parody

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This is a genre where an existing idea is recreated to comical proportions. A parody is also known as a spoof. The purpose of a parody is to make the audience laugh at the recreation.

An example of a parody is by "Barely Productions" with their parody of Taylor Swift's "Bad Blood" where they change the lyrics for comedic effect. They berate the acting, and actions of the music video.

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Taylor Swift - Bad Blood PARODY ft. Kendrick Lamar Key of Awesome #99

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Task 1: Understand styles of Music Videos- Referencing

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Task 1: Understand styles of Music Videos- Referencing

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A reference in a music video is where the artist clearly references to another person, place or object. This is used commonly in music videos to refer to other artists. This helps to promote the other artists as well as themselves, if the other artists choose to return the favour.

An example of a music video that uses this style is "Only" by Nicki Minaj where she refers to Drake, Lil Wayne, and Chris Brown. She berates them in her music video throughout.

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Nicki Minaj - Only ft. Drake, Lil Wayne, Chris Brown

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Task 1: Understand styles of Music Videos- Homage

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Task 1: Understand styles of Music Videos- Homage

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The style of homage is very similar to a parody in the way that the music video copies another, however, rather than mocking the song, they pay tribute. A parody is meant to mock an idea, whereas the homage respects it.

An example of a music video that uses homage is "Bury Me" by Thirty seconds to mars. The music video references to "The shining" and Jack Nicholson's character. In the music video, the main singer portrays Jack Nicholson's character by following his story, this evidenced through the shot of the typewriter.

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Thirty Seconds To Mars - The Kill (Bury Me)

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Task 1: Understand styles of Music Videos- Influence of commercials

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Task 1: Understand styles of Music Videos- Influence of commercials

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This is where the music video is used in commercials, advertising, announcements etc…

This allows for the music video to expand and reach a greater audience which results in more purchases for the song. This style is an advantage for both parties as the advertisement receives a fitting song, and the artist receives exposure. The advert helps to boost the sales of the song, which is advantageous to the artist.

An example of this is in the 250th year anniversary of Lloyds bank where "Light me up" is sung by Birdy. In the advert, the song is played which helps to set the tone of the advert.

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Birdy - Light Me Up (Official Music Video)

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Task 2: Conventions of music videos- Lyric interpretation of the song

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Task 2: Conventions of music videos- Lyric interpretation of the song

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Lyric interpretation is a very useful convention for music videos. It allows the audience to feel a sense of individuality as they have their own opinion of what the lyrics mean.

This is a useful tactic as it allows the audience with their own opinion to converse with their friends and colleagues about the song, which should get the music video a larger amount of views.

The actions in a music video, normally mirror the lyrics. For example in the music video "Roar" by Katy Perry the lyrics are about how she roars, this is evidenced by the use of lions for the shots.

In this music video, a wide variety of camera shots are used, these mainly include close ups and mid shots as they are closest to the performer and allow the audience to identify clearly who and what the artist look like. This is an advantage as it makes them more recognisable to the public. In this music video, long shots are also used as establishing shots to tell us that the video is taking place in the jungle. Without the establishing shot, the audience would be guessing. I hope to mirror this in our music video, by using lots of close ups of our performer so that it is clear to the audience who is performing, and also use a variety of shots such as long shots to inform the audience where the action is taking place.

The mise en scene in this music video is very important, this includes the lighting, stage, costume, props and more. With the combination of these, it allows for the audience to believe that the music video is taking place in the actual jungle, whereas it is really being filmed on a set. The lighting makes the set look realistic and can set the time of day for the shot needed, for example, the lighting is dimmed and harsh during the night shots. The costumes make it appear as if Katy Perry is a part of the stories narrative, she fits in as her role as the air hostess. This makes the narrative easier to digest and more entertaining.The props used in this music video, also provide a helpful role in making the music video more realistic and relevant to the narrative. It makes it easier for the audience to believe that what they are seeing is true. Props are also useful in storytelling, for example, in one shot she throws her spear and comes back with food. The prop has allowed the audience to see what she doing.

I hope to use this in our music video, to make it seem as realistic as possible if we choose to go for a narrative rather than performance.

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Task 2: Conventions of music videos- Extending or consolidating song's meaning

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Task 2: Conventions of music videos- Extending or consolidating song's meaning

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This is where the songs meaning reaches out to people, to implant an idea or view.

The meaning is usually hidden and not apparent which leaves it up to the audience to make up their idea on what the music video is trying to portray. Normally the song is vague which leaves it up to the audience to bring the meaning together.

An example of a music video that uses this is "The Scientist" By Coldplay. This is evidenced by the lyrics which apparently make no sense, which leave it to the audience. The title also hints towards the songs meaning which gives the audience a sort of clue.

This is effective in music videos as it means the audience are more likely to share it with people they know as they discuss their theories.

The mise en scene for this music video include the location they are shooting in, which appears to be outdoors, the props, which include the car, mattress, skateboard etc... All of these are used to make the music video more realistic to the audience

The editing is essential in all music videos, the less you notice it, the better. Editing allows for the cutting between shots to follow the action. In this music video, a lot of editing is used, for example shots of the artist singing are cut in with the narrative. This makes the songs narrative more understandable, and easier for the lyrics to be interpreted. In all music videos, the song will play over the video, however in some music videos, they choose to film a narrative, this is an example of a music video that has chosen to include a narrative along with performing. The two scenes are edited together to make it appear as one whole performance. The editing makes it easier to understand for the audience as well as entertaining. I will use this in my music video to make the performance smooth and entertaining to watch, I will make sure that there is continuity to our editing and that the audience remain entertained.

Sound is extremely important in music videos, as it is what a majority of the people are watching it for. The sound will include the song itself which is non diegetic, meaning the artist themselves while filming cannot hear it. Sometimes diegetic sound is implemented such as sound effects and vocals. I will use this in our music video by implementing the bands song over the video so that it can be heard by the audience.

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Coldplay - The Scientist (Official 4K Video)

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Task 2: Conventions of music videos- Allusion

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Task 2: Conventions of music videos- Allusion

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Allusions are similar to referencing except normally in a much less obvious way. It is similar to inter-textual referencing. The reference in an allusion can be well hidden and normally go unnoticed by the audience. It can be the tiniest thing or the largest.

An example of a music video that uses this is "All nightmare long" by Metallica as it references the "Tunguska Event" and the myths that arose from it. Allusions also allow for a greater audience viewing thanks to the word of mouth that people will be making when talking about the video.

There is a lack of mise on scene in this music video, as it takes place in majority by cgi, or pre-recorded clips. The clips that have been filmed specifically for the music video are filmed within a small room with a handful of props and costumes. These serve as an advantage to the music video, as they make it more believeable to the audience.

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Metallica: All Nightmare Long (Official Music Video)

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Task 2: Conventions of music videos- Links to other artists

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Task 2: Conventions of music videos- Links to other artists

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This is where a music video links to another artist, this could be through that artist appearing in the music video or simply giving credit. It is an advantage to both artists as it secures a bond which could lead to future productions together. It also helps for the audience to associate the two artists together.

For example, "Last friday night" by Katy Perry uses this as the music video features Rebecca Black, Darren Criss, Kevin McHale, Hanson, Kenny G, Debbie Gibson and Corey Feldman in the video as well as the credits.

Colour is also an important thing to think about. Now that we have the choice between filming in colour or black and white we can decide what will have the best effect for the music video. For example, if the song is sad, the black and white colour will help to mirror the atmosphere of the music whereas if the song is fun, it will be filmed in colour. For example, in this music video, it is filmed in colour to reflect that it is joyful and fun. I hope to use colour in my music video to mirror the atmosphere of the song to subconsciously effect the audience so that the music video is more impacting.

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Katy Perry - Hot N Cold (Official Music Video)

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This is where the video cuts in time of the beat to the music being played. This gives the music video a very professional effect and helps to improve the continuity And fluidity of the editing. An example of a music video that uses this is "Radioactive" by Imagine Dragons. I hope to include this in my music video so that it appears more professional and the editing is less noticeable.

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This is where an effect takes place, for example: CGI, green screener pyrotechnics. These are popular in music videos as it makes them more entertaining to watch. Therefore more likely for people to share. An example of a music video that uses this is "Sing" by Ed Sheeran with the use of the puppet and the white and blue background that shows occasionally. This will be difficult to include in my music video but I hope to include them where I can to help it stand out and entertain the audience.

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Ed Sheeran - Sing [Official Music Video]

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This is where the performer on screen is mimicking the vocals in the song. The song has been pre-recorded and is played while filming so that it appears that the singer is performing live. This differs to playback lip syncing as miming is filmed in one continuous shot. An example of a music video that uses this is "I won't let you down" by OK Go.

I hope to include this in my music video as it is the first thing the audience will notice if it is wrong, it is essential that the video and audio are synced so that the audience are not aware that they are watching a video.

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OK Go - I Won't Let You Down - Official Video

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Task 3: Techniques- Playback and lip sync

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Task 3: Techniques- Playback and lip sync

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Playback is where the music is played while filming for the music video, normally the music is played in sections and that section is played and recorded until the director is happy with the take. Then they will move onto the next scene. Some artists find this difficult, due to the starting and stopping. It is better for some to perform the song whole. Lip sync is where the artist pretends to be singing, and the vocal in the audio matches up, it is important to match up the audio as it is the first thing the audience will notice. An example of a music video that uses this is "Rude" by MAGIC!

The same goes as above, I hope to implement this in my music video so that it is more professional and entertaining to watch.

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This is where multiple images of the same thing show up on screen at once, this was very popular in the 70's and has recently come back into fashion. It is common for multiple images of the artist appear next to each other or for a shadow effect where the second image is slightly behind the artist. An example of a music video that uses this technique is "let's groove" by Earth, Wind & Fire.

This type of edit isn't very common in music videos so I am unlikely to include it in my music video unless it is for artistic choices. If this is the case, I will fit it to the genre.

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Earth, Wind & Fire - Let's Groove (Official HD Video)

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This is where rather than the camera remaining static, it is under motion. The camera can move in a manner of directions by tracking, tilting and panning. The camera movements make the video seem more involved with the audience and more of a member rather than a spectator of the video. An example of a music video that uses camera movements is "Downtown" by Macklemore & Ryan Lewis. These are common in music videos as they give a great effect and aren't too difficult to produce with the right equipment.

I hope to include lots of camera movements so that the filming feels more professional, free flowing and entertaining to the audience. It also allows for me to play with shots more to produce interesting effects.

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MACKLEMORE & RYAN LEWIS - DOWNTOWN (OFFICIAL MUSIC VIDEO)

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This is where different shot types are used including, but not limited to close ups, mid shots, and long shots. This is common in music videos as it changes up the video and makes it more entertaining as there is more happening. It also allows for the viewer to follow the action. An example of a music video that uses this is "Shake it off" by Taylor Swift as it includes a variety of cuts, switching between close ups, mid shots, low angles and high angles. These are very common in music videos as they are easy to produce and give a great effect.

As I hope to include lots of camera movement, I also hope to include lots of camera angles to keep the music video professional and entertaining to the audience so that they do not lose interest. Camera angles, like movements, also allow me to expand my creativity and toy with shots.

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This is a technique where a certain selected colour is removed from the shot and replaced with an image. It is very popular for when you cannot actually shoot at the selected location but wish to appear as if you were there. With the correct lighting and chroma key, you can make it appear so. Normally a green screen is used as the background to remove. A music video that uses this technique is "Actin Crazy" by Action Bronson.

I am unlikely to use chroma key in my music video, unless a certain set is needed that is inaccessible or inconvenient to film in. In this case, I will use green screen to fool the audience into beliveing that it was shot on location

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Action Bronson - Actin Crazy (Official Music Video)