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Assignment 1 Task 1: Purpose of Music Videos

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Assignment 1 Task 1: Purpose of Music Videos

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You must consider the following points during group disccssion:

Promotional benefits of the of the song or album:
"A picture paints a thousand words" so imagine what a video can do. A music video allows the artist to promote there song though a visual medium which ca make it far more engaging and entertaining, as they can further express the main of the song.

Purpose of the music video to artist or group:
The purpose of the music video to visually promote an artists song as well as there image in media and also to make money.

How does music videos generate money for the record company:
The make money by promoting the artists and making there brand more popular as well as engaging viewers with the music, which in turn may lead them to buying/downloading it (higher on charts as well).

Extension of income  - release of the music video, advertising:
After a video is released, there are also other way for it to make money. For example, it ca be sold to advertising companies that use it to promote there products / brand etc.

Producers’ strategies i.e. Youtube, Vevo, social networking:
Networking via social media and youtube allows the video to spread and is one of the fastest ways to get people to know about it.

Synergy – promotion for the film Industry:
It can also go the other way, as the artiest celebrity image and there song can help promote film companies and there talents, and help both generate money which allows for bigger and better productions.

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Easter Homework Task 2: Music Video Research

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Easter Homework Task 2: Music Video Research

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Choose 3 current music videos examples:

- Purpose of music video
- Was it extension of income for a film for the artist or group
-  where the video outlets e.g. youtube / TV
- what were the sales e.g. from CD to downloads etc.

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The purpose of the music video:

The purpose of the music video was to express the emotion in the song and make it the prime focus. The video itself has a very simple concept, as it just features the artist singing to camera whist sitting down. However because of this it doesn't distract the audience from the song with dance or a narrative etc. and gives the video a far more gripping effect and allows the audience to connect with the artist on a more personal level (e.g. incense close ups throughout).

Extension of income for a film or for the artist or group:
In 2015 Jessie Ware did a cover of the song in BBC radio 1's Live Lounge, due to its popularity. Sine then other arties thaw also made covers of the song, such as Josh Daniel (on the XFactor TV competition).

Therefore Labrinth, the original artist, will not only get reconistion, but also get paid when the song is used by other artist, as he holds th copyright.

Where the video outlets i.e. YouTube, music channels:
-You can view the video via Youtube, and you can also view it via the artist website where it is promoted not he front page. The video may have also be aired on music TV channels, like MTV or Viva (but that information is unfortunate unavailable).

Sales, from CD sales and downloads:

There were 200,000 sales in the UK and 70,000 sales in Australia for the digital download of the single.

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Example 2 - 'Runnin' by Naught boy Ft Beyonce

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Example 2 - 'Runnin' by Naught boy Ft Beyonce

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The purpose of the music video:
This particular music video is already unique in many other ways, however it purpose to to display the narrative in th song through a somewhat 'dance' (underwater) and visual language. This is one of the reasons the artist is not features in the video, as the should focus is to be aimed at the performers as they aim to tell the story an meaning wishing the lyrics, which is about finding love and oneself.

Extension of income for a film or for the artist or group:
The song debuted in the 'made in America' festival in 2015 which has since then boosted the song popularity, along wight eh musci video. The artist therefore will receive more money from Live performances after the music video and single was realised.

Where the video outlets i.e. YouTube, music channels:
The video can be view via Youtube and the Vevo channel. The video is also frequently featured on musci canals on TV (like Viva).

Sales, from CD sales and downloads:
The song made 400,000 sales in the UK and 7,500 in New Zealand.

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Naughty Boy - Runnin' (Lose It All) ft. Beyoncé, Arrow Benjamin

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The purpose of the music video:

Like all music videos, one of the primary purposes is to promote the artist and their image.  It is also another way for the artist to starts new trends, as she is seen wearing several elaborate outfits and makeup throughout the video, which also help sell her 'brand' as a celebrity. The video is also dance based, it also promotes new dance styles.

This video is also also plays homage to the 1980's dance video style and fashion, which also make it standout.

Extension of income for a film or for the artist or group:
Flea has made Live performance at 'Jingle Bell Ball' in 2015 after the songs release, which would ahem given her further income.

The song 'Sax' was also ued in the  Asda christmas advert in 2015 and also the TMI advert later that year.  It had also been features in other TV promo such as 'I'm a celebrity'. Also these uses of the song means that thee companies would have had to get perms on to use it, so therefore the artist would get a agreed apon fee.

Where the video outlets i.e. YouTube, music channels:
The video can be outletted from several sources on Youtube, as well as the Vevo channel.

The video can also be view via the artiest website and is also fathers on many music TV channel such as Viva and 4 Music.

Sales, from CD sales and downloads:
The song made 400,000 shipments into eUK alone and also are 35,000 in Australia.

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1950's example: 'Jailhouse Rock' by Elvis Presley 

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1950's example: 'Jailhouse Rock' by Elvis Presley 

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The artist/s image:

Elvis was a huge star at the time and even today, so his image to the public and his fans was extremely important when promoting his music. His image as the 'King of rock and roll' paid a huge part of his success as well as his clots and hair added to his fan base  (e.g.women loved him and men wanted to be him).

Music itself:

Elvis was a revolution in the Rock and roll genre and was known for starting a new trend in music, which made him into superstar. The fast pace track first hit audience by storm in 1957 and since then it has earned itself 67th place in the Rolling Stone's '500 Greatest Songs of All Time'. It was also feature in the 'Rock and Roll Hall of Fame' as one the '500 Songs that Shaped Rock and Roll'.

Amazingly after decades have gone by the song is still considered a a hit as a Ituens survey in 2004  made the song land in at 24th place in the AFI '100 years… 100 Songs' list.

Fashion trends:
Elis's hair was iconic and set a trend for the time. The music video and his on screen appearance inspired millions to switch to the new 'slick' volumized style that evvlis was so famous for.

What is also great about the video is that the black and white footage contrasts and defines the artists outfit, hair and skin thus making him standout. His outfit was also silhouetted by the contrast, especially his trousers, which were tailored tight, which was a new trend in mens fashion in the 1950's .

His clothes and hair became a statement and soon Elvis beam a fashion icon for men all over the world.

Quality of the footage:

As the 1950's was the birth of some of the first music videos, the quality of film and  television wasn't that high yet (note the example below isn't as high res as the original). The video was also aired in black and white (which was standard for the time, although colour was available). The black and white actually adds a nice effect to the video and it reflects the high contrast in the blacks and whites in th consumes and sets, making Elvis standout against the background more.

The of the video and the sequence was high end of for the time as it was made of the big screen for the movie 'jailhouse rock' which also starred Evlis as the lead. The video itself was therefore actually a dance sequence from the movie, but is still considered a separate iconic music video.

Types of shots:

The shots used were very simple, with mainly long shots and a few close ups. However even though the shots learnt that creative, they were done quite well and seamlessly and gave the impression of a live TV performance, rather than an edited video, which would have been what people at the time were used to watching.

Editing techniques:

The editing was surprisingly very good for the time as it all ran together very smoothly i.e. simple and elegant. However the techniques were not that interesting or creative, which is expected for the time as the music video and TV industry hash' progressed that much yet.

However there were some impressive seamless edits as th whole sequence flowed together very nicely, especially when they moved onto different sets. You can tell that to was made a t a very high standard for the time as continuity and pace have been considered, which make the whole thing look very polished overall.

Special effects:
As it was filmed in the  style of a stage performance, there weren't really any need for special effects in the video. However there would'd have much choice at the time as SFX hadn't progesssed in media very far int he 1950's (not effective ones). Also as the video featured Elvis, the producers would have beenr eashured that they would get views and wouldn't have to mak sit seem more exciting with SFX (Elvis is expensive enough).

Styles:
The fact that the song is based on a 'jailhouse' it was only fitting that the music video reflected the lyrics. However this actually works really well because prisions and prosoners tend to be (stereotypically) in black, whites and greys. Going with the style again shows a really bright contrast especially as they have pair it with a white background.

Overall the style of the set looks very simple, but actually work very well because it  makes it look clean and elegant and not too crowded.

As they knew they would be shooting in black and white, they would have needed to make the space bigger and brighter so that Elvis and the dancers would be highlighted. However this actually adds to the style of the video and gives it a theatre / movie set feel.

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Elvis Presley - Jailhouse Rock (Music Video)

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1960's example 'Respect' Aretha Franklin (1967)

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1960's example 'Respect' Aretha Franklin (1967)

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The artist/s image:
Franklin's image comes across as very down to earth and sassy, rathe than the typical vain and glamourise celebrities and artists. Her image on camera seems to  reflect the genre and style of music that is R&B music.

Also at the time rasims was a far more serious  issue than it is now, so she would have had to be very careful of how she protraied herself to the public. However in my opinion her image comes across as a very strong soulful woman.

Music itself:
The music itself is very powerful and strong, so good you could say that some people looked passed her ethnicity and just appreciated her talent (revolution).

So despite her ethnicity the song became and still is a huge success earn it place as 'Billboard  Hot 100 number one single' award in 1967 as well as the 'Ryham and Blues' number one single int he same year.

Since then the song has been features in many list such as the Rolling Stone's The 500 greatest songs of all time, of which it came 5th.

Fashion trends:
The artist was know for dressing very boldly in costume jewellery and bold clothes, which was the style at the time in the 60's. In the video we can see the artist has a styled beehive hairstyle which was part of the new style in the 60's.

In the video she wears smart, expensive button jumper and stripy trousers, again reflecting the high end fashion of the time.  Women wearing trousers was also a huge change in the 60's as it would not be seen as respectable in the past. SO that fact that she si wearing them could be argued that they also make her appear more independendanet , daring and demanding 'respects' from men.

Quality of the footage:
Now the quality of the footage doesn't look like it has improved much since the 50's, however this is difficult to judge via this link as I was unable to access the original. Also the fact that musci videos and TV filming didn't have a big of a budget, so they may not have had the very set and latest equiptment .

The Low resolution footage was also likely likely made for TV and not the big screen, which is why the footage doesn't look as professional and well lite as as Elvis' dance sequence.

Types of shots:
It a very simple music video , designed t just focus not the music itself. Also because of the race issues at the time, the budge would haveunfortunatly been likely to be less for this artist.

However, as the video appeared to be  filmed outside raher than in a studio which made it look more natural, which is incepting with the theme of the song.  The shot also features a simple lip synced/ voiced over which gives the impression almost like she is singing to you herself and gives the audience a personal connection to the artist.

There were a variety of shots taken from different length i.e. variants of long and close shots edited together.

They also had a lot of camera movement shots at the beginning, zooming down to the artist as she begins to sing, showing how shot type,technology and techniques  had progressed from the 50's (i.e. more advanced equipment like a  'dolly' or crane would have been available). The shots were also far more more creative as the 60's brought in a new generation of less conservative taste.

However what is interesting is that the artist still doesn't look directly into camera, as it was still done in a traditional TV style (not breaking the 4th wall). The  trend where artist look directly into camera came few decades later, where it was recovered  as a technique to draw in the audience and make them feel connected to the artist. You can tell that in this video the artist is purosly avoiding looking at the camera.

Editing techniques:
There were a variety of shots brought together and a almost seamless fades. The fades and lip-syncing still had a way to go if they were to compete with the standards we have now but overall the editing was qute good for the time.

However it was a bit jumpy at times and some of the fades didn't work and looked like they were just joining two bits of footage together, where they reshot part of the song where there saws a mistake.

Special effects:
They did use lots of fades in the  video, which was originally  a film technique. They used the fades to bring together the variations in shots. However SFX still hadn't advanced that far int he 60's and were only really used for film and science fiction genres.

Styles:
As it said before, the style was very simple as the video was shot in one location. However the fact that that shot it in a city street did give a very earthy rough style and made it seem more 'real' and gave it more story, rather than just a stage performance.

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Aretha Franklin - Respect (1967) HD 0815007

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1970's Example: 'Rock with you' by Michael Jackson (1979)

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1970's Example: 'Rock with you' by Michael Jackson (1979)

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The artist/s image:
Michael Jackson, 'The King of Pop' was a huge artist and at the time  he had just started to get into the spotlight as an individual artist. His image therefore had a huge influence as the 70's and 80's brought in a new era of media that was far more image orientated than the past. Michael's wild outit int he video added to him public image and  made him really standout like look like 'pop royalty' (e.g. glitter and sparkle etc.)

Music itself:
The song itself had a very smooth style that was received well by audiences. In fact since release it hit no. 1 on the charts on Both R&B and Pop music categories.

Also recently in 2006 the single hit number 1 again in the 'Splash Singles Chart' and is still considered an iconic song from the 70's.

Fashion trends:
(No one can pull off rhinestones like Michael).

Hair was a big thing in the 70's as it seemed to get bigger and bigger. Michael lead a lot of fashion trends and styles with bold colours.  However the outfit he wears in the video was like to have been used as more of an effect to make the artist stand out rather than a fashion statement. The outfit literally made it 'shine' like a star, in the centre of the stage like a disco ball designed to reflect light in the dark studio.

It also takes a lot of guts and confidence to wear the outfit that he did, but the reasoning behind it was actually more likely to be  about visual language,This again highlights the and also show how music videos were becoming more and more of a serious high standard production.

Quality of the footage:
The quality of footage was good and you can see the progression in technology when you compare it to older videos. Also as Michael was such as big star at the time he likely had a big budget for his videos and the best equipment (as it looks far better than a lot of other 70's footage.

You can also tell that  it was shot and lit very well, as it is difficult to film in the dark (low light camera capabilities) but it was done very professionally and you can tell it had been well thought through.

Types of shots:
There were many of shots used in far more creative ways, such as close ups of feet moving when cutting to the beat. There were also lots of diffenrt angles used in the sequence, to show the artist dancing, literally making him 'centre stage'.

Also the variation of shots from front to sides make you as the audience feel like you are watching him in a club or one stage and your focus is only on him.

Silhouette shots were also used to create the 'night life' atmosphere with add-on of smoke machines and coloured stage lights.

Editing techniques:
Editing technology had move on hugely in the 80's as it became more and more accessible. Techniques like 'cutting to the beat'  we used and were very effecting and linking the dace sequence to the music. Also lots of fades an dtradistions were used in the video, along with multi image editing.

Special effects:
Lots and lots of special effects were used such as , green screen and multi image fades. Although it looks rather poor when you compare it to special effect nowadays, for the time this was revolutionary and these types of effects, especially green screen, were very popular in the 70's and 80's onwards.

Styles:
The style again was designed to emulate a nigthclub or stage feel, where the artist was the'star'. this style was very different from what anyone had lielly seem before. This stage lie atmosphere is also a great way to express what it was like to watch the artist live on stage.

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Michael Jackson - Rock With You (Official Video - Upscaled)

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1980's example: 'Girls just wanna have fun' by Cyndi Lauper (1883)

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1980's example: 'Girls just wanna have fun' by Cyndi Lauper (1883)

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The artist/s image:
The 1980's was all about power, money and self image.  Artist were encouraged to express themselves through fashion to emulate there iduvidality. Cynddi was know for giving off the 'wild child' 'party girl' image, a statement that is further expressed through this particular video.

However her image to the public was also about expressing and televising womens independence, which is what the song represents. Her strong minded attitudedefinatly helped develop her image as a 'free woman' as the video was relaxed during the era or the beginning of gender equality.

Music itself:
The music itself has a  very virbat punk style as it described synth pop in genre. The song itself did really well when it was released and is still considered the artist no.1 single that she is known by. The song reached no.2 in the 1984  Billboard Hot 100' charts and quickly became a hit.

The song also has a place in The Rolling Stone's  and MTV's  'The 100 Top' songs and music videos, as was also nominated fro a grammy award.

Fashion trends:
The 80's was a time full of bold and extentric fashion trends.  Cyanid Lauper was one of th many artists that popularised trends like Bright coloured makeup, big plastic jewellery (beads etc.). Her hair was also had an influence over fan as she was to dye it in lots of different vibrant colours (as seen in the video). Big frizzy hair was also a trend that wa popular throughout the 1980's as was also a style she promoted.

Quality of the footage:
The footage is quite advanced for the time, especially with the variations in shot the production team would have had to keep up with. However the lighting int he video did look a bit unnatural and heavy, which gave it the low budget TV show look.

The camera quality also a bit grainy and low resolution (with yellow tinge), this of course would have likely have been because of the technology retrainsts and cost of equipment at the time.

Types of shots:
The structure of the video is quite advanced for it time, in fact this is a perfect example of how music videos became more and more complex and began to resemble shot films and a narrative structure.

This was likely due to artists wanting to project there celebrity image more to the public by getting there attention through a video, which had more to it than just dancing a lip-syncing.

There were aside range of shots used in this particular video as they used so many sets and locations to develop the story. Shots ranging form close ups to extreme wide angles (so show off the city locations) were used. There was also a fair amount camera movement which was very smooth and coordinated and overall looked quite polished.

Editing techniques:
As I said before, the video has been edited into a short narrative whereby the camera follows the artist though her home and social life. However because of this the shots used used quite long (not your typical fast pace video), which again reflects how it has been made in the style of a film.

The structure of the video has also been edited in a way to link all the different location together, in some cases jumping back and forth from differs locations. This technique has been used to keep he audience attracted to the screen and make the shots seem more exciting.

Special effects:
There was quite a lot of graphics used in the video , which would have been added in in post. However there wasn't much of real compared to  the special effects we are used to today, but some green screen was used to add dimension to the video.

There was also lots of typed transitions and multi image editing used in the video, perhaps too much. This was likely used so much because it would have been a new thing for audiences in the 80's (as technology progressed) and would have been considered far more eye acting and exciting.

Styles:

The style of the video is very obvious and bold that is designed to match the statements within the song (e.g. women rights and independence). There were also themes of home life and realism with a little quitk to keep the audience interested.

Also the in your face editing style and amount of locations would also be designed to show her wealth and image and a big artist.

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Cyndi Lauper - Girls Just Want To Have Fun (Official Video)

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1990's example: 'Hit me baby one more time' by Brittany Spears (1998)

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1990's example: 'Hit me baby one more time' by Brittany Spears (1998)

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The artist/s image:
Brittany Spears is renowned for her image as a pop star, dancer and sex symbol. Although this is one of her tamer and older videos you can still see her promoting her image as a celebrity icon.

The video represents her attitude and status as a star that looks all sweet and innocent, whilst also showing her sassy side.

Music itself:
The music is very smooth and high quality, as expected form 90's technology. It has a very light beat that is designed for dance and falls into the teen pop music genre.

The song did extremely well on release and went on to win 1st place on 'Billboard's Hot 100 as well as the Canadian Singles Chart. Later the song also came 1st for 'Hot 100 singles sales'  within as few months.

Since the song has remained very popular and is still adored by fans today (as well as winning many other awards).

Fashion trends:
The 90's brough a new set of fashion trends, quite a few of which are promoted in this video. These varied from belly shirts/ crop tops, sports wear and tracksuits, all of which gave of the 'sports' athletic looks that was popular in dance videos.

The re vamped school uniform used in the video was also likely used to help the arts tappela to a teen audience and make her relatable and the look However the look likely has an influence on high school kids at the time.

The hair styles were also a trend along with the accessories, as scrunches were very popular in the 90's and many variation were sued in the video to highlight popular high school styles (again to appeal to target audience).
tracksuits!

Quality of the footage:
The video quality is extremely good, especially as it was made 20 years ago. The quality actually reflects the standard we have now and overall looks very professional with excellent cinematography. You can tell that the produciotn had a high budget as it has been made in a very 'film' like way that again reflects are more complicit narrative , along with several dance  sequences.

Types of shots:
A wide variety of shots were used from many angles, but always focusing centrally on the artist.  There were many different ranges of shots taken from different distances (and edited together seamlessly).

Close ups were often sued int the sequence for the more intimate lyrics to show the sensitive / vulnerable side to the artist (some composing her int he bottom corner of frame etc make her look small).

There were also some movement shots used (using a crane / rig) all of which were very smooth and slow.

Editing techniques:
There was very good  Good sequencing and there is a small narrative structure to link together the different locations. The editing overall was very good and looked mostly seamless even when switching dance sequences.

Fast flash zooms were also used to define and match the the beat in the corridor scenes. This worked really well as it added ehpasis on the artist and the song.

The cuts were very planned out as you can see they change from smooth long shots (when the beat is soft) and then cut sharply to the beat when the song picks up in the chorus. This works really well as a technique as it adds intensity to section of th song and changes the pace

Special effects:
Special effect were not really used in this video, as it seemed to focus more on the narrative and dance sequences as entertainment. Also the 80's trend of overuse of effects and green screen had begun to wear of as the  'less is more' concept was used more by filmmakers.

Styles:

The style of the video is very female focused as it depicts aspects of school life for young teen girls (female fan base) and does impart reflect the target audience in the video.

There is also a film style to the music video, as it has been made to convey a story rather than a typically studio theme, which makes it stand out.

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Britney Spears - ...Baby One More Time (Official Video)

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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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Find 11 styles of music videos from popular genres. Write up to 100 words on each of the following styles attaching links on your blog of the music videos to support your findings.

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This style of music video is designed to give off a ‘live’ audience experience to the viewer. In this example of Maroon 5’s music video we see the video encompasses around the artists making surprise performances to various weddings. The surprised reactions from the guests in the video appear to be very natural and genuine, which then make you as a viewer feel part of the action, rather than just watching a perfected sequence, like in most music videos.

This is why this style is very popular, as it makes the viewer feel like they are watching a ‘real’ performance. This particular example is also a very clever way of representing a modern take on this more traditional style (through the seamless editing sequencing). As in previous decades, this was one of the first and only styles of music videos, whereby the artists would be filmed perfoming  in front of a live (or seemingly live) audience.

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Stop motion and digital animation is a style often  used to create fantasy music videos. In this example we can see how green screen have been used to film the artist performing and them later edited into a stop motion sequence that sync with her coordinated  movements.

This is a very effective and eye-catching style of music video as it creates a world of fantasy for the viewer to watch and also gives animation artists almost limitless space to animate in.

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KT Tunstall - Suddenly I See (Larger Than Life Version)

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Interpretive music videos like the one, often don’t evolve the face of the artist as all, as instead are interpreted by performers. Sia is a artist known for hiding her identity as a singer from the public, however other artist still use the style as a way of letting the audience focus on the song rather than there image etc.

This style is also very expressive as it allows performers, like the ballet dancer in this video, to tell the viewer a story through there body language and performance. This is a rising more popular style of music video as they always standout amongst the rest. Not to mention that the artists themselves may enjoy a break from the spotlight and just focus on promoting the song and the dancers talents.

Seeing a song begin interpreted through dance is also usually quite a shock to modern audiences and also tend to make them think deeper into the meaning of the song and performance.

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Narrative - I know your not the only one by Sam Smith

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Narrative - I know your not the only one by Sam Smith

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Like the name suggests narrative music video are all about tell the audience a story and are usually made in a  similar style to short films.

This example in particular tell a story set in a different time ad is also told from the perspective of a different gender than the artist.

This example is also similar to an interpretive style of video as it again doesn’t involve the artist as all (no lip sync), whereas other video in this style often do e.g. a narrative that involves the artist.

This video does not only makes the audience feel like they are watching a story, but also make them think more deeply into the song and it meaning.

From watching it myself it made me wonder that it may be giving us insight into the mind of the artist or a past experience he has been told of (or his own mindset in a past relationship). However there are many different interpretations that can be taken away from this video.This also tends to be why this style of music video provokes a big reaction from the viewer.

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Sam Smith - I'm Not The Only One (Official Music Video)

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An Impressionist music video refers to where the video encompasses a style to evoke and expresses the rhythm of the song.

This particular style references the wild colours and pace of the 1980’s dance music videos, with use of green screen and graphics as well as multi-age technology/ editing.

The style of the song also pays homage to the 1980’s pop style and genre.

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This style is designed to portray ad create world of fantasy and surrealism. Although CGI and animation tend to dominate the field, often astute like Katy Perry, especially in this example, used costumes, makeup and sets to create this dream like reality.

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Katy Perry - E.T. ft. Kanye West (Official Music Video)

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Pastiche - shake it off by Taylor swift 

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Pastiche - shake it off by Taylor swift 

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Pastiche refers to a video that imitates aspects on another artist, whether that be by there style or character etc. However unlike the more well known ‘parody’ style, pastiche is a way of crediting the other artist style rather than mocking or insulting it.

(example copied nicki Minaj's 'famous twirking' in her anaconda video).

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Parody -  All about the base (Key of Awesome parody)

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Parody -  All about the base (Key of Awesome parody)

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Parody music video have been becoming increasing popular. In fact this example is from a Youtube channel/ company called 'Barely Political’ who are dedicated to creating videos of their style full time.

The parody style itself is designed to mock and exaggerate styles, performances and characters of other artists. The style usually focuses on generating humour as well as expressing opinions on the ‘faults’ or annoying aspects of current famous artist work (usually in the form of imitating them).

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Meghan Trainor - All About That Bass PARODY! Key of Awesome #92

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‘Referencing’ again as the name suggests, is where a music video clearing references another artist, style or object in a very bold way, as offend crosses over with the 'homage’ style.

This is normally done to either show the artist connection with another artist/s, either through relationships or positive/negative pairing in media and there image.

It is also usually done via a description or mentions on the artist/object in the lyrics, as they may have something to do with the song or its meaning (which may then be transferred into the video).

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Homage music videos are designed to pay respect or show admiration to another artist or group (usually one that are retired or broken up). This example is has been made to pay homage to the Beatles, who were an extremely famous and influential band.

An artist/band may do this in there video to either show there fandom of the other artists, there influences from them, or to bring back there style or reconnections for younger generations to look into (and also to get recognition for there only talents themselves).

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Word Of Mouth is out now: http://po.st/WOMDeluxeYT Follow The Wanted: http://www.facebook.com/thewanted http://www.twitter.com/thewanted http://instagram.com/thewantedmusic/ http://www.thewantedmusic.com Music video by The Wanted performing I Found You. (C) 2012 Global Talent Records Limited, under exclusive licence to Universal Island Records, a division of Universal Music Operations Limited

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This style is sally used for promotion of a film or a product etc. This a  great way to boost advertising for a product as it may attract the artist fans. Similarly is is also good for the artist, as it can boost there popularity through the products advertsing.

This can be demonstrated through this example of Sam Smiths music video, that was designed to tie in and promote ‘Spectre’ the latest bond film (for which he made / performed the song for).

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

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Find different conventions behind music videos. Write up a report show 3 examples of music videos to support your feelings. Your report must include the following terminology.

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Lyric Interpretation of a song - Glee's Singing in the rain/Umbrella music video

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Lyric Interpretation of a song - Glee's Singing in the rain/Umbrella music video

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This particular music video literally interprets the description in the lyrics of "singing in the rain" and "umbrella" by literally displaying the action and object in the video. This is a really effective way of highlighting the the lyrics in the song and also expresses the beauty of its simplicity e.g. 'just' singing in the rain under a 'umbrella'.

Technical Techniques:

There is a variation of camera moves and positions used throughout the whole video. This change from long shots to close up occurs quite rapidly throughout which brings the audience in and out of the idea that they are watching a scene on a stage rather than outside. This is a clever way to create a theatre feel to the video as it make you feel like you are watching the video live at a theatre which gives it more of a atmosphere. Also the closer shots used still allow for intimacy with the performers that you wouldn't get at the theatre.

There are also a lot of camera movement throughout the video, which gives makes the audience feel like they are the one moving there yes and looking a different point on the stage and action. What is also interesting is that the camera is only still, or holds longer, when is is focuses on the two main characters singing together face to face, this again make you as the view focus on these two and their connection / love interest.

Symbolic techniques:

The yellow umbrella is used to highlight main singers in their duet so that they stand out and don't get lost in all of the black in the video. The colour yellow is also used to symbolise happiness and/or 'sunshine' which reflect the joyful expressions on the actors faces when performing.

This also gives more insight into the meaning of the song and how it's not just about being carefree by 'singing in the rain' but it is also about love and emotion and the idea that you feel carefree when you fall in love. So the song itself isn't actually about rain and umbrellas, but in fact symbolises being happy and carefree, which is not something that is usually associated with this weather or object (i.e. juxtaposition).

Camera Shots:

A lot of the close ups in the video are used to show expressions and precise movements by the performers. This is done not only so show detail but to also help the audience follow to story, especially the interaction between the two main singers.

The constant switch in camera shots is also easy effective in making the whole performance seem more lively and have a faster pace and the camera cover so many angles and areas of the stage.

Mise-en-scene:

In the video every performer is given a spotlight or is highlighted by the water's reflection. This is done as a way to show how each person can experience and be part of the joyful emotion expressed through the two main singers.

The pavement of all the performers in rows also make the whole sequence look far more polished and put together, which also creates a exciting and busy atmosphere.

Editing:

The edits are very smooth and increase in pace towards the climax and speed at the end of the song.

It also has a very personal feel, as it's not all polished and makes you feel like you are watching something real when more of the casual shots are put into the sequence (which also show intimacy between the two main singers).

Lighting:

The lighting is strong and act as a contrast between the very dark stage and clothing. The lighting is designed to give of a spotlight and halo effect around the scene to expression the joyful atmosphere.

The lighting is also very clever because of the fact that the water act at a reflector which reflects light up onto the actors from the ground. This not only works beautifully  but also pairs well with the lyrical interpretation for of song and it symbolism.

Sound:

The sound in the video sound is main just the audio track from the song. However the scene from the TV show, of which it originates,  is overlapped slightly before the music video starts. This is done to link the the video into the show.

Also subtle water and rain sound effects are added in to add atmosphere and realism to the stage and scene.

Props:

The only props used in the video are the umbrellas. This has been done make the audience sole focus on it symbolism and not distract from its meaning and link to the song.

Costume:

The costumes in the video are all coordinated and split into two styles. The men in the video are dressed in white shirts, grey waist coats and old fashioned fender hats. Whereas the women are dressed in all black modern raincoats and tight leggings. This has been done to show that the song is a remake and hybrid of the songs 'Singing in the Rain' and 'Umbrella' which are both originally   written by different artists and are from different genres and ages of music e.g. pop and classical.

There clothing therefore is designed to visually highlight the mix of old and new and to show the different fashion styles from the music videos of the original songs.

Colour:

The colour black is the main theme throughout the whole video, however as the colour is often used to represent dark themes in this video it is actually used as the opposite. The bright spotlights are used to reflected light off the water to highlight the black in an almost halo like effect. This again is designed to highlight the songs lyrical meaning of how a situation that is usually depressing can actually be filled with light and joy.

The colour yellow is also partly used, as it said before, to highlight the main singers in their duet together in the form of an umbrella. This umbrella create an almost 'halo of sunshine' around the joyful couple, again showing how colour can represent tone and feeling  in a scene as well as being used for impact.

blue is also used as a fabric back drop to again accentuate the the 'rain' feel to the stage.

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Being part of something special, makes you special! ♥

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GLEE - Singing In The Rain/Umbrella (Full Performance) (Official Music Video)

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Extending or consolidating song's meaning - Elastic Heart by Sia

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Extending or consolidating song's meaning - Elastic Heart by Sia

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This particular music video is famous for its controversy and understanding of it meaning. What is so fascinating about the video is that it can be interpreted in many ways and each viewer can take a different meaning from it.

Technical Techniques:
There are all a lot of camera techniques used in the video, such as the seamless movement of shot from in an out of the cage. What is interesting as a viewer is that it is very difficult to not or pick up on when the camera switches from inside and outside of the cage. To film this they would have liked used a dolly to allow for the controlled movements.

Symbolic techniques:
As I said before, the video can be interpreted in many ways. However for me the video represents the childhood relationship between a child and her father and the cage structure symbolises her mind. The dancing performance is designed to reenact how the girl is trying to get her father or his memory to leave her mind and thoughts (which could reference the mindset of the artist or any traumatic childhood memories).

It is also interesting as we find later in the video that the child can leave the cage when she becomes scared or it gets too much,  which could be repressing her mental state, whereby she has literally 'left her own mind' with only her father 'raging' inside. What is   also interesting is that we find out later in the video that the but the father figure can't leave no matter how hard either tries.

The video also shows the broken vurablity between the two and how either can't manage the other.

However the overall set up is designed to be open to interpretation, but does show the viewer its meaning through the performance of the artist and the visual language represented in the cage strucure and costume etc.

Camera Shots:
A variation in shots have been used to show different angles of the 3D stage. However a lot of long shots are used in the video, which is not what you see often. This has likely been not only to show the dancers performance, but also to make us as the viewer feel like an on looker of the cage, rather than part of the scene.

Mise-en-scene:
The performers show a lot of coordinated movements  in a around the cage structure which give insight and visual messaging about the meaning behind the video e.g. climbing and hiding within the cage, yet still being trapped.

The girl also is shown to appear to be trying to scare away the man so she can be free of him. However the man also seems to be aware that he is unable to leave and tries to mend the bond between them and get closer to the girl.

Editing:
The editing in the video is almost seamless and give off a similar feel to a to a short film. This is because techniques like 'cutting to the beat' have not been used, which is why it doesn't feel like your are watching a music video. However this type of editing is very effective in this situation as it doesn't distract the viewer from the story or performance and also set the slow pace of the video.

Lighting:
The lighting is very washout and give off a very natural light effect. It also has very cool tones with no warmth, which accurately reflects the atmosphere in the scene.

Sound:
As It is a silent and mimed (dance) performance, only the songs track is used as audio with no extra sound effects added.

However this actually work really well, especially at the very end when he song finishes and  the video extends to the last heart braking scene (where the girl perfuesly tries to tug the man out of the cage). The silence and lack of sound in the clip actually makes the scene all the more intense and powerful, as the viewer is solely focused on the visual struggle between the two actors. This technique is often used is film as a way to show intense variability, emotion or despair in a scene.

In fact another reason this works so well is because it gives off the effect that you are an on looker that is 'blocked out' of the scene rather than drawn in. This effect makes you as the audience feel trapped yourself, as you cannot not hear what is happening and can only watch. This then helps you connect with the characters feelings of helplessness and vulnerability in their trapped state on screen.

The silence is also powerful because it can reminds the viewer of a time where they 'block out' or 'blackout' of a situation when it gets to be too much to bare. So the effect can also make you feel you are one with the character as well (e.g. similar to a 'you can't hear or remember yourself screaming' situation and it is just a blur).

Props:
The scene is very bare, however the cage itself could be considered a prop as it is used in a variety of ways thought he video and performance.

Again the empty and bare atmosphere in the scene is also another way of symbolising a mindset as well as making the viewer focus on the performers.

Costume:
The costumes are designed to make them look 'bare' or even naked and not to distract from there performance. The fact that they also appear dirty and warn give the effect of time passing and makes you feel like they have been trapped together or fighting for a long time.

The costumes  are also designed not to look glamourious as they can represent the raw symbolism of the situation.

The young girl's wig is also a signature costume for the dancer as it is supposed to symbolise and represent the artist, as she too is known for having the same wig herself (or at least as her public descise).

Colour:
The colours used are very pale and washout out colours are used in the video to show both time that has passed and to display the trapped and disturbing mood the scene is trying to create. The colours are also similar to a 'prison grey' which again make the cage look more in place and part of the scene.

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Sia - Elastic Heart feat. Shia LaBeouf & Maddie Ziegler (Official Video)

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Allusion can be similar to both referring and pastiche as it is about the representation of art, literature, events or people etc.

This particular video references the famous Romeo and Juliet story written by Will Shakespeare, both in the lyrics and the video itself (through the costume various historical sets).

Technical Techniques:
A lot of smoothing movement shots are used in this video, with aid of equipment like a dolly or track etc. This has been done to not only make the video look more professional, but also because these techniques make the shots have more of a smooth and slow transition when put together in editing. In turn this makes the video look and feel visually 'softer', which compliments the songs tone (rather than having fast/jump cuts etc.).

Symbolic techniques:
the idea that we know it is referencing the Romeo and Juliet story is not just down to the lyrics, but also though the symbolism in the elizabethan clothing and scenery. We as an audience make this connection because of the symbol that is Shakespeare work as the writer of the most famous love stories of all time. The elizabethan theme and the sequence of scenes that mimi part of the play, all symbolise what we know as a cultural referee to Romeo and Juliet.

Camera Shots:
All of the shots and camera movements are very smooth and give off an 'effortless effect'. The pace of the track is very slow and the long shots and slow cut help sync with the tone of the track. Close up are also used through out as a way for the artist to look directly at the viewer to tell the part of the story through the lyrics.

Mise-en-scene:
There are a lot of very wide and 'open' shots of the scenery and sets. This has been done to make the artist look small within the frame, and therefore helpless, as she pines for love.

These wide shot are also done to show her longing for freedom in the wide spaces with the video as well as to show the beauty of the locations and sets (for aesthetic purposes and to set a romantic tone).

Editing:
The edit are very smooth and it is sequence ed into a shot narrative structure whereby the artist moves from different locations (though it does move back and forth from the castle shots, where she seem to be reflecting).

The editing overall is quite simple, as it is designed to look natural and romantic, without overuse of any special effects. There are some uses of fade /soft transitions are used in the sequence to give the effect of a smooth finish to the video and to stay in keeping with the tone (e.g. no harsh cuts /jump cuts/ cutting to the beat).

Lighting:
The lighting throughout is very warm and uses very natural tones. A lot of the foot it shot with 'yellow' light or sunlight so that the artist is lite in a naartual gold hue (e.g. from candles or the sun etc.). The light is very natural as is design to show the warmth in the songs lyrics and give of a romantic feel and atmosphere, as well as put the artist in a innocent light.

Sound:
The sound used is only from the original track and there is no extra noticeable sound effect added. However on occasion it sounded like some extra sound effects were  added to aid the visual transitions and to also show the movement of time and place at the beginning.

Props:
No may significant ones, but some used to give elizibethian atmosphere. Also the artist is seen holding school books at the begging, before she is transported into the world of 'Romeo and Juliet'. These books are likely designed to help the audience follow where she and that this is a 'high school' romance (to help it make sense).

Costume:
The artist is seen in school girl attire is the 'realty' world and Shakespearian attire in the 'fantasy' to make her look like a princess in the world of Romeo and Juliet and to visually reference the famous story.

Colour:
Colours throughout are very warm with neutral tones. A lot of white an light colour are used around the artist show make her look innocent.

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Links to other artist - I found you by The Wanted

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Links to other artist - I found you by The Wanted

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Technical and Symbolic Techniques:
This particular video references The beatles first on screen performance of the Ed Sullivan show back in 1960's. As the band was so big the style has become an iconic link to The Beatles and has been referenced on screen many time,( 'I Found You' being the latest homage to the group).

The layout of the group of the group in the retro TV set is also designed to reference that performances as well as the commentary before the song starts.

Also a lot of the shots used in the video are designed to gives off the mutual camera TV feel, similar to the live Beatles performance back int he 60's. The techniques are also used to reference and symbolise the whole 'live performance' style that was one of the first in music video history, as a way to 'bring back the old' so to speak.

At the begging of the video as black and white filter is used as well as a way to help the audience understand the Beatles reference as well as the retro style of the video. Having black and white filter at the beginning also hides the bright colours of the set, so when they are revealed it add a big visual impact to the audience, which is very effective and eye catching.

Crowd shots have also been reenacted from the original Beatles performance to make 'The wanted' appear like they have the same adoration they did at the time. The shots of the audience also help make the set look more like a TV set, rather than just a stage, again to help reference The Beatles.

The women in the video have also been used to symbolise there 'fame' and success, similar to the Beatles fan crazes in the 1960's, where the women went 'wild'.

Camera Shots:
The camera shot used in the majoriety of the video are taken from a variety of angles and sides of the stag e, this again is signed to emulate the feel of a TV studio set up or a live multi camera performance.

Amongst the variety of wide shot and medium close ups, there is also a lot of camera movement to again make it appear as it is being recored live. These shots and constant movements around the set also helps create the chaotic atmosphere that the filmmakers are trying to portray and reference.

There were also some scruffy shots used as well, so as to show different perspectives in the audience, as well as again emphasising the chaotic atmosphere.

These shots could also have been used to make it look like the perspective of camera phones or practice shots, to again give of the live audience atmosphere (+ interweaving the modern technology aspect of audiences now, as apposed to audiences in the 60s).

Mise-en-scene:
The placement of the ban in very central throughout the video, as the camera moves to each of the band members through various close ups. The central framing is again similar to traditional studio TV as all the attention is to be focus on the talent.

Editing:
The editing is quite fast throughout he video the the shots tend to switch around a lot. However this is again designed to look like multiple perspective from a crowd in a TV performance. Later on the shot in the studio are then intertwined  with  a staged 'off screen' style narrative that is set outside of the studio.

Other things have all been added to the video in editing, like names of the different members of the band at the beginning. An retro font has been used for this to make it look old fashioned.

On occasion video does cut to the beat and change perspective, however it usually cuts to each section of the lyrics and also to whichever band member is singing that part of the lyrics.

Lighting:
The lighting is very crisp and bright. It is easy to tell that it is TV studio lighting, as it is the look they are going for. However it is done very well and looks very polished and much better than would have back in the 60's.

Sound:
Screaming girls sound effects have been added over the sound track throughout most of the video to give the video realistic atmosphere as well as comedic effect.

Also the scenes at the beginning and end have been added as separate from he track and give a 'behind the scenes' and 'film-like'effect.

Props:
Not many props are featured in the video as i has a fair simple concept. However as part of the old fashioned studio theme, retro microphones have been used as past of the set, which again is a reference to the 60s.

Costume:
The band are dressed in quite smart modern attire, nothing that would be seen as strange today. However the fact that they are wearing suits makes is again look similar to the belts performance, as they would have dressed smartly for TV. Nowadays boy bands are know for wearing more casual wear than they were back then, so it is easy to tell that they were dressing up subtly for the video to keep within the these and homage to The Beatles (so there own style, with a retro spin).

Colour:
Brights pastel colours that pop have been used as a way to bring the stag etc life and highlight the band members. The bright colours also act as a contrast again the black and white filers at the beginning so there is a big impact when they are lifted. The bright colours also paid homage to the 60's and 70's styles that the video reportedly references.

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Word Of Mouth is out now: http://po.st/WOMDeluxeYT Follow The Wanted: http://www.facebook.com/thewanted http://www.twitter.com/thewanted http://instagram.com/thewantedmusic/ http://www.thewantedmusic.com Music video by The Wanted performing I Found You. (C) 2012 Global Talent Records Limited, under exclusive licence to Universal Island Records, a division of Universal Music Operations Limited

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Techniques used within music videos to make them successful. Find 8 different techniques used in music videos.

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Cutting to the beat - Starstruck by Katy Perry ft. 3OH!3

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Cutting to the beat - Starstruck by Katy Perry ft. 3OH!3

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'Cutting to the beat' as the name suggests is a technique used whereby the edits are cut in time with the beat of the song. This is a common techniques used for music videos as it ties in the visuals with he audio and is a very effective way of achieve a professional look. This paticualy example cuts to the beat often and main during the chorus, which is where the beat picks up and gets faster. Using this technique in the chorus is also the common place for this technique in most music videos, as a way to make it look more interesting as it is repeated often.

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3OH!3 - STARSTRUKK (Feat. Katy Perry) [OFFICIAL MUSIC VIDEO]

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Special effect are becoming more and more common and advanced in music videos. the reason for this is not only because of the technology that is available now, but because of how it draw in the audience and connect them with the song. In fact most most videos that use effects tend to be in the surrealist genre, like this one, as it purpose is to visually attract and stimulate the audience.

In this video there are many uses of effects that vary from green screen to interactive graphics, all of which are used to create a exciting world that is out of reality. This escapism and visual entertainment is one of the reason why this technique is so effective at capturing the audiences attention.

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Katy Perry - California Gurls (Official Music Video) ft. Snoop Dogg

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Playback and lip sync is a technique used as a way for the artist to mime / sing to camera and then it is synced with the original track later in editing. This is used in almost all music videos as it allows for a clean and professional finish, rather than re receding the artists singing and audio.

'Playback and lip sync' in this video is segmented into parts where the artist sings to camera and then it cuts to the other scenes during the instrumental between the lyrics (before jumping back to the artist when they sing again).

Though hard to explain, this technique is often used in music videos as a way to give the effect of showing a personal  insight into what the artist is thinking or seeing whilst singing. This technique gives off a very classical effect when done with slow songs like this one, as it effectively flows with the lyric sequence.

It is also sometimes can be used as an easier option for a company toshoot, as it doesn't require much filming of artist, (e.g. simple shots) but it  still looks professional.
It is also can be  an easier way to segment the clip when planning and editing the music video.

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Adele - Chasing Pavements (Official Music Video)

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The multi image technique was very popular in the 1980s-1990's as it was a way to show off the new technology avabible then (so it would have been excited for those audiences). This particulate video was made during that time as you can see its appeal as being a new and innovative way to cut to the beat with three separate shots int he same frame.

This technique is still used today, but less often and tends to be used for dance videos as it allows for more than one image to be shown at once.

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Michael Jackson - Billie Jean (Official Video)

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Camera movements - Let it be  by Labrinth 

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Camera movements - Let it be  by Labrinth 

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Camera movement rican vary hugely especially with eh technology that ia available in todays market. This mean that companies can achieve more than just pans and tracking movement, but can in fact move in a variety of angles to achieve a drone like effect, like in this video.

This example has some of the most advanced used of camera movement that I have seen to date. It is an extremely effective technique as it make the video look far more professional that just simple still shots. The movement also sync with the speed of the track as well, which give off a beautiful synced effect.

For this particular video the company used a motion control unit and a 'pre-vis' (e.g. a blueprint)  of the coriagraph camera movements so that the shots are as seamless and smooth as they be. So the overall effect appear to be 'one shot' when in fact it several shots seamlessly joined together.

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Camera angles are key in music video as they can often display the meaning or narrative to the piece.

close ups and tight shot are used int he beginning to hide the overall scene where all the men are tied up.

Camera angles are used to hide or direct the viewer to what the directors want you to see. This can be done in a variety of way and when done well, is an extremely effective yet subtle form of storytelling (as the director has control over what you see, as it is slowly revealed over time).

This also help slow reveal part of the song meaning and interpretation, as it is about how she appears to be 'sweet' at first when in fact she is far from it.

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Gabriella Cilmi - Sweet About Me (Official Video)

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Miming to a song can be very difficult, especially for music videos are miming has to be acrriate fr it to be successful sync in the editing stage. This particular video is an example of miming and lip syncing, however you will notice that on some occasions the artist miming is out of sync with the audio. This prove how it is vital that you get the miming right, other wise the technique does not work at all.

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Chroma Key -Michael jackson - Don't stop till you get enough

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Chroma Key -Michael jackson - Don't stop till you get enough

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Green screen (or chroma key) was an extremely popular technique used between the 70's and 90's, and it is still used in music video today (but less often). This techniquee is called 'chroma keying' because it is shot on a green screen and they 'keyed' out in the editing stage.

By doing this it allows for the editor to add in any background of there choice, thus transporting the artist to any location or surreal reality. As you can imagine, this technique was extremely popular at the time of this example (which is why to was often 'over used'). It was and still is effective because it can create and endless list of possibilities.

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Michael Jackson - Don't Stop 'Til You Get Enough (Official Video - Upscaled)