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Task 5: The Pitch: Unit 12 (3.1) LC & DM

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Task 5: The Pitch: Unit 12 (3.1) LC & DM

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Task 3: Understand Styles of Music Videos : Unit 12 (2.1 and 2.2) DM

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Task 3: Understand Styles of Music Videos : Unit 12 (2.1 and 2.2) DM

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A song by the band DNCE, DNCE uses this style of music video for their single; "Cake by the Ocean." These music videos have the band featuring as they perform at a beach for the venue, in this video they are performing live for the "annual cake fighting contest", where you can see the audiences cheering also. I think this is a rather successful approach for DNCE to use for their music video, it shows the personality of their band and how they like to be light hearted, as well as spontaneous about what they do.

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Interpretative music videos often use outlandish, eccentric scenarios to challenge the viewers to work out what the artist is trying to convey in their lyrics of the song. An artist who often uses this style of music video is called SIA, as you may view in her example below, as well as any of her other music videos for her songs. I think this is very effective for the audience that watches SIA's music videos, as the artist's identity herself is a mystery, I believe that this provides consistency within the artist and how she chooses to portray herself to the audience.

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

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Narrative music videos have the unique feature of telling the story, such as the example below, "Shelter" by Porter Robinson & Madeon. In Shelter, you delve into the life story of a young 17 year old girl Rin, whom of which was forced to live her life inside a futuristic simulation after seeing the destruction of the world ensue. Taking the Narrative approach for this song's music video was very effective, as you start to learn about her emotions, seeing her perspective. This allows for the veiwers of the visual content to connect to the character emotionally themselves, making the audience see this as a more memorable peice as they will be able to somehow give sympathy or even relate this to a event in their lives in some way.

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Porter Robinson & Madeon - Shelter (Official Video) (Short Film with A-1 Pictures & Crunchyroll)

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"Candyman" by Christina Aguilera is a music video of which takes the style in the Impressionist Music Video genre. This genre usually features the Artist's take of an style, genre or theme, In this example though, she has taken a war movie/1914's style to the music video. They pretend to be soldiers of which are on break of service as they go to dance with the local girls at the hall, Christina herself pretends to be a main singer in the performing trio there. I believe this really works because it really drags the audience into a theme and into the video itself as it uptakes the period and festivity of the moment.

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Christina Aguilera - Candyman (Official Video)

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Surrealist music videos feature events within them that would make the audience believe that it wouldn't happen in the real world. An example of this would be "The Time (Dirty bit)" by the Black Eyed Peas, as it has moments of people turning into virtual pixel beings, time being sped up as you fly through the city and additionally heads turning into tv monitors of other peoples heads. I felt this was effective as it had made the track, which was originally a cover of "(I've had) The time of my life." by Bill Medley and Jennifer Warnes from the popular movie "Dirty Dancing, fit the bands personality and more of what the fans expect from them.

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The Black Eyed Peas - The Time (Dirty Bit) (Official Music Video)

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Parodies are a kind of music video style, which can be influenced by an existing video or an event, it will mimic and make a mockery of the situation presented to locate humour from the audience watching them. Weird Al Yankovich is a popular artist, whom of which uses this style often for his videos, as his songs are parodies of often popular songs. I believe that this creates a more light atmosphere of which is needed for the purpose of Parodies, drawing the audience in by the humour it so encapsulates their attention and draws them in till the very end of the production.

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"Weird" Al Yankovic - Amish Paradise (Parody of "Gangsta's Paradise" - Official Video)

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This genre of music video usually uptakes market advertising strategies within their productions. Once imbursed by the companies, the producers of the video will work together with them to effectively advertise the product of which they are trying to sell. The example I had located of a music video influenced by advertising is the 1970's cola cola advert. The reason why this was so influential at the time of release was due to the Vietnam war in America, its message of peace and harmony throughout the world had project cola cola as a positive entity, thus effective in its purpose.

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Coca Cola Commercial - I'd Like to Teach the World to Sing (In Perfect Harmony) - 1971

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Task 4: Techniques: Unit 12 (2.1 and 2.2) DM

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Task 4: Techniques: Unit 12 (2.1 and 2.2) DM

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In this music video, it has used a technique known as the "cut to the beat" technique. This is when the visual content transitions or cuts one the beats or signifiant beats of the musical piece. The method is used for impact, as there are many shots in quick secession. Due to this reason, it also works to engage the audience to the visual content, as it demands more attention from the audience. People are known to have short attention spans so sudden changes and quick pace attains interest in the piece as the viewers try to constantly keep up with the events the video.

So in this example, which is below, the "cut to the beat" method was used within the chorus'/reprise's of the music on significant beats. I believe this is a good example of the technique in place. It was effectively used in this video I think; I feel this is since it had made the visual content of flow more cohesively, tying up the visual content within the music. Another reason why I had thought it worked well was because it had grabbed the audiences interest with the bright colours, additionally the changing shots/transitions aide in the songs up beat and vibrant style of tune.

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Zedd - Find You ft. Matthew Koma, Miriam Bryant (Official Music Video)

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Lip syncing is a technical term for matching your lip movements to pre-recorded/already sung vocals. Though used widely in all aspects of the media industry, in the music video production sector, it is a popular technique to use. This can be a technique of which can be hard to attain perfection however, as it is mostly dependant on the actor(s) starring in the video and cannot be edited post production. (Easily that is.)

In the music video example I've chosen, you see the lip syncing technique for this video, as it creates an interactive element for the audience when watching the visual content. Considering the context of this song is a love song by topic, the lip syncing aides emphasis on the lyrics of the song. Allowing viewers of the video to gain an emphapetic understanding of the song, emotionally allowing the audience to personally connect as the technique makes it seem as she is addressing to the viewers personally. This engages the audience on a personal level and helps attain the attention of the viewers on the video itself, thus sticking to the purpose of a music video.

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Shakira - Whenever, Wherever (Official HD Video)

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Multi-Image is a music video production technique, this is when there are different kinds of shots that are in the same shot itself. Check it out by Will.I.Am featuring Nikki Minaj, is a music video that uses the Multi-Image technique to its advantage. The purpose of using the Multi-Image technique in this video was to help catch the attention of the audience by giving them lots of different things to focus on the video, which attains the attention span of the audience watching the video itself.

However, in this example below, I feel it was an effective use of the Multi-Image technique. This is due to me feeling that it had added depth to the video, without the Multi-Image techniques being used I think that it would have made the visual content too simple or bland. This would lead to the audience finding it boring, not grabbing their attention and just leaving the video half way through. I think that the technique helps create depth to some shots, making the video seem almost 2D rather it being 3D. The changes with the multi-shot had made the video fit more with the track, as a pop eccentric song, causing it to be more professional looking overall.

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will.i.am, Nicki Minaj - Check It Out (Official Music Video)

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Camera Movements are another technique used within music video production. There are many kinds of movement of which producers will use to entertain the audience, such as a panning shot! A Panning shot is where the camera will stay still and follow the target, this is used in this example below often. It makes the shots more interesting and will draw focus to the pinpoint target, which is usually the singer/actor but can be other objects and panning shots.

I feel the technique of camera movements used in this video was an effective choice,  it helps establish the scene and helps make the story flow. Helping to encourage the wild and crazy feel of the song to the audience when they watch the video, since it helps keeps the natural quick pace it keeps the theme more cohesive, helping to aid in the professional standards the video had to have. It also helps to grab all the movement in the room effectively, in a professional standard.

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Ricky Martin - Livin' La Vida Loca (Official Video)

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Within music videos, Camera angles have an very big effect on how the audience will take the story and used to show or encourage an emotion or ideal the producer planned. The producers of music videos use this technique to create an emphasis on the Artist(s)/Actor(s), the environment or the emotions trying to be portrayed. For Example, when the camera is from a low angle,  the producer will be trying to capture the importance of the focus point and will be hoping the audience will point their focus to the focus point.

In Lady Gaga's music video for the song Telephone, It uses a variety of scenes as it goes through the story to go alongside the song. I believe that it is effective for this music video since it give the audience many different perspectives and allows them to see the story in many other ways than just one. This entertains the audience, keeping their attention spans included on the visual content, allowing them to learn more about the backstory of the song. I also feel that the many angles aide develop depth in the story, which really helps the song too, as it adds context to the lyrics.

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Lady Gaga - Telephone ft. Beyoncé (Official Music Video) ft. Beyoncé

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In this music video, the music video production technique of a Chroma key is used. Better known as a green screen, this technique uses the Chroma key to place a background on it, usually you'll see the Artist(s)/Actor(s) performing and in real life, there would be a green fabric in the background. (In the time this music video was made, it was blue, hence why you can see the blue edging in fact!) You see this technique being used when they're all driving in the car to mimic the car moving, even though in the video its the moving sky and trees, in reality it would be a blue screen! (In this case!)

However, I think this example works really well for how the video is trying to lead itself creatively, as it fits within the theme of it being all toy like. It also aides in the help of making the shot more interesting for the audience, as it makes the world the band in much more cartoony and emphasises how the music video is meant to have a fake feel to it, or at least an hyper-realisation that this is too unrealistic. It also helps the still shots of them sitting in the prop car itself, become much more interesting and will aide keep the attention span of the audience.

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Aqua - Barbie Girl (Official Music Video)

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Throughout this whole music video, Animation is used as the primary technique to portray the message the song is trying to spread. Animation can be known to be a long and tedious process of which can take months to complete a project of this size and length, depending on how it is done and how many people had taken part within the animation production process. I believe this animation was done by drawing frame by frame in a traditional method and then scanned in. Once scanned into the computers files, workers will draw over these pictures with a digital software like Photoshop or illustrator, then placing them together in an dedicated animation program.

This technique is usually used to create a quirky and eccentric approach to the atmosphere in the visual content, as it gives an out of life scenario and if used correctly can be a highly effective method to aide the visual content. In this music video, it is used as a means to show the story of the girl and helps the jazz beat feel almost. I think that the technique was used well, even though the theme was very much low-key, it helped create depth for the story and made the content interesting and different. Generating the audience's to be curious and want to watch on out of interest.

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(Sorry for the Horrible audio, it was fed through my computer mic.

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(apologies for awful audio quality for the song, it had to be fed through the microphone on my Mac.)