PROMOTION

• Benefits the artist
  

• benefits record label
• benefits the song/album
• promotes the move of new technology

• The purpose
  
• Extension of income
  
• The videos outlets
• CD Sales/ Downloads

1. The artists image
   
2. Music itself
3. Fashion Trends
4. Quality of the footage
5. Types of shots
6. Editing techniques
7. Special effects
8. Styles

Animated videos usually look visually good, there are different styles from rotoscoping to stop motion. Animated music videos are also quite impressive as they take a lot of time and skill with lip sinking, they also tend to be quite colourful videos with neon type lighting, an example of a bright coloured animated video would be Daft Punk - One more time. This style of video is usually what it is, just filmed and then animated. An example of a successful animated music video would Kanye West - Heartless. this particular video was done in the style of rotoscoping where actual people are filmed and then the footage is taken to visual effects studios and every frame of movement at a time which takes a lot of patience and time. This video event features tints in sunglasses and cigarette smoke that has been rotoscoped. Directed by Hype Williams again the video features bright lighting which seems to be a style that animation music videos are following. Compared to the last example of a live concert recording this video has more cuts, a smoother intro and the quality of singing and music is much clearer.The video also contains multi image editing to give it more of an effective look, this could be why animations use lots of lighting and effects to make up for the fact it is not real footage and to keep you interested. Some videos, again Kanye West ft T-Pain - The good life which mixes real footage and rotoscoped animation in one is also quite effective and entertaining as it mixes styles up.

The different camera shots in Rock music include close ups of the artists face usually as they are screaming to emphasise intimidation and the feel of the song. Other shots used in Rock music are unusual shots like low shots facing up at to the artist as they play a guitar, these shots are also quite intimidating and look as if they give the artist a sense of authority and looks as if they are above you. 

The mise-en-scene in rock music includes a stage behind them quite often or in a festival setting with a live crowd around the performer. They also have settings of streets and skateparks in the videos, the sets and overall look of the music video is generally quite depressing.

The editing in Rock music is very fast paced and erratic. The style of editing in these videos is usually in time with the fast music and the editing can be quite flashy as some rock videos warn you to look away if you are paralytic. Some special effects are also used in the editing process of music videos including make up.

The lighting in Rock music is very dull or features colours that suggest danger or death such as red which keeps in line with the sometimes morbid rock theme, with as i mentioned rock music videos tend to be in black and white.

Sound in this genre is quite in your face. Many different instruments have been used in rock music, but most notable the guitar. The sound is very fast paced, catchy and like hip hop can sound quite similar, this could be due to not having much choice in the different styles and instruments they can use.

The props in rock videos include drums, guitars, stages, generaly mostly instrument related items. The costume is also quite dull with lots of ripps in the clothing with baggy torn jeans and vests. The artists also sometimes have make up in rock videos with black eyes and skull rings and necklaces along with mohawk hair cuts. The colour is dark and dull with no bright colourful images like in pop videos but the complete opposite.

An example i have chosen is Lincoln Park - Numb, as although it is not as morbid as some rock videos it does have the typical aspects of setting and drums. I chose this as the set where the artists are is emphasised as when the video cuts to a girl out doors and at college, the colour is natural, then it cuts back to the artists in a dingy abandoned theatre which shows that this is how rock performers like to be portrayed.

The camera shots in Hip Hop videos are done in certain positions and close ups to emphasise the wealth of the artist such as the camera close on the sparkles of a necklace and many smooth tracking shots of property and settings. 

The mise-en-scene in these videos is also well set out, you will usually have the artist closer to the camera with expensive set and women in the background, i believe this is done to emphasise the artist, with the extras and props in the background showing what they own and what they are constantly surrounded by. This contributes a large amount of the atmosphere within the video. The layout is done in an appealing way which attracts the audience and persuades them of how these stars live and can attract some people who want to appear like the artists on the video. 

The editing in Hip Hop videos is very efficient, organised and intelligent in these music videos. They usually have very smooth edits that are very in time with the beat of the music and show quick cuts of cars, money and jewellery that looks very crisp and fresh. There are also many fades on Hip Hop music videos that change setting from i.e a mansion to a car driving on the motor way. 

The lighting is not always bright it usually tends to stick with more classy, expensive looks such as grey tints, black, white and gold. The lighting is usually dark or natural, it is not often you get lots of flashing images like raves or house music videos for example. 

When colour is used it is very vibrant and crisp, for example you will be able to see a good shine on a red Ferrari. The colour in music videos is similar to the lighting, they only use certain looks. The colours used in the videos are classy colours and you will very rarely see greens, pinks or bright cheaper looking colours. 

Sound in Hip Hop is very good, obviously there are many drums and base within the instrumental, the music can seem quite rough and harsh and quite to each over. Hip Hop music can be quite eratic and fast paced but it can also be slow paced in certain songs. Some songs have a constant tune that is played repetitively throughout the whole song such as Rick Ross - Hold Me Back. 

Props used in this genre of music video consist of cars, boats and other accessories such as flat screen televisions, walk in wardrobes and basically props that reflect a wealthy lifestyle. But the props in some of the videos can influence violence with bandanas, guns, knifes and other gang related items. 

Costume as well as the sound is a major aspect in the appearance of the Hip Hop video. Flash clothing is usually seen that is fashionable and usually designer, this is shown quite a lot with even songs named after designer clothing. Baggy jeans, skinny jeans, caps and hoodies are seen often in these videos. Hip Hop has a major influence on fashion with stars such as Kanye West, Drake, Asap Rocky and others. I chose Rick Ross - Diced Pineapples as an example as the editing is very smooth and crisp. The whole video looks visually great with some interesting shots.

The camera shots in pop video are done sometimes quite cheesy with extreme close ups that show the innocence of the artist and theme of the song. The camera shots are not a smooth as Hip Hop as they reflect the genre of pop, which is quirky and entertaining with jumpy shots. 

The mise-en-scene is quite typical of its genre with girly elements to it and cheesy dance moves. An example of a pop star could be Brittany Spears who has made many pop songs which are usually about love or relationships, compared to Hip Hop which is usually about money and ego. The setting can be quite colourful with girly pinks and green and reds. Katy Perry is another example with California Girls, which is a typical pop song aimed at girls, the set in this is very feminine and bright with make believe characters.

The editing in pop videos is also quirky with seamless edits that in California Gurls for example gives it a dream like, make believe feminine feel. These videos can also have the same scene more than once in the video, so the editing can be quite simple and repetitive, the editing can also be quick to keep up with the up to beat music. 

The lighting in pop videos is very bright and coloured lighting is also used, it is very rare that you find a dull pop video as it defeats the idea of the genre. Again California Gurls is a good example of lighting as it is bright throughout which can influence the audience attitude towards the video as if it is dull the mood will be too.

The sound will have many different instruments that have a certain tune that allows the audience to join in with, meaning a catchy and memorable tune. 

Props in pop videos can include animated models, cars are used in a lot of teen pop videos as well as soft drinks compared to expensive spirits and champaign in Hip Hop/Rap music. Pop props are more general. Costumes in pop videos are much more bright and make believe as well as casual, again California Gurls has a vast amount of bright colours as well as made up clothing such as a bra with two iced buns on it.

I have chose rap video Box Chevy by Rick Ross. Putting aside the explicit lyrics within the song i feel it is quite efficient in its cutting to beat technique. The effect does not happen constantly on the drum beat but it does happen when the base effect happens, this very fast and repetitive and every time this noise occurs the screen flashes and has many fast cuts that are in time with the music. This i feel creates a great effect as if it is done with patience and dead on time, it looks great and especially on one scene where the artist swings his arm across the screen as these fast paced cuts are happening, it looks very smooth and can create an illusion effect. The music videos also has slower cuts that take place when the beet happens as well as dissolves to another scene, but these happen slower and less frequently than the others.

I feel depending on the song and the content involved, it would be a great effect to have and looks more unique than just the typical ordinary cut on a beat. This would be more challenging and i feel the effect of it if executed correctly could make the music video as it would flow very well.

The video i have chose as an example would be Will.i.am - Feelin Myself. I chose this as visually the video looks great, and i have noticed that this specific artist uses many effects in his videos that look quite futuristic. From the very start the background colour in the video is changing while the artist is still on set. This makes the video more attractive and entertaining and makes the video less bland. Sometimes these effects are not even used for a reason but to give the video life and i feel effects similar to this would be an aspect to consider when making my own video. A the song starts the artist has effects and flashing effects behind him and actually on him. This style gives a base effect and actually appears in time with the beat which is similar to cutting to beat. A broken glass effect is also used in the video which splits the screen and the artist into many different sections. This is also a useful technique as it makes the screen look full of image and could be used on certain scenes like in some videos the artist will kick at the screen and this is when this technique could be used.

An example of miming and lip sync would be Azealia Banks - 212 FT Lazy Jay, as this has a very good example of lip sync as the camera is deliberately done in some scenes on an extreme close up which focuses especially on the lip sync which is quite risky and requires a good editor. The video is in time with the music on every lyric and i feel this is a good example as they have taken a risk and given a clear example of lip sync. This could be a god idea to use in my video as it provides the audience with a close up that could be used in scenes that are emotional to have the artist closer to the audience, but close up shots like this video provides shot variation and gives an opportunity to execute great lip sync.

One example would be Will.i.am ft Jennifer Lopez - Go Hard or Go Home where Mick Jagger is seen on the screen with editing that gives the effect that the camera is going at a very fast pace to look as if Will.i.am is in a space ship passing through space and many different images at once of Mick Jagger. In this video the effect makes the artist look quite powerful and suits the fast pace of the camera work and music. This also happens in the same video with Jennifer Lopez, where she can be seen numerous times at once, giving a futuristic effect. Another form of this would be on Flo Riders video - Good Feeling, where in the editing process still multi images appear on the screen at once in a zoom out motion showing different pictures of the artist which then forms into a liv image of the artist in present time. This builds up to a good ending and i feel is a bit different to watch and is clever as you don't expect this to happen. I feel using many images to form one big one would be a useful technique to use in my video. You have to be careful or it can make the video look cheesy,