ADELE - SKYFALL (JAMES BOND)

Purpose of Video: This video is a lyric music video for the theme song of the 50th James Bond film 'Skyfall'. The video uses a synergy between Adele and the James Bond franchise to create a product that will reach the largest audience possible, as both fans of James Bond and Adele combine, to create a more successful individual product. The music video is designed to promote the film, however also act as publicity for Adele. 

What was it used for?: The Video was used as a way to promote the theme song for the James Bond Film 'Skyfall' as well as Promoting Adele who sang the song. The song is used on all relating 'Skyfall' Products so is good publicity and promotion for the film as well. 

Outlet?: The Video is posted onto Adele's YouTube Channel 'AdeleLondon' and has currently (18/09/13) received 99,927,205 million views since it was published on Oct 4, 2012, Making the video a huge success for both Adele and the James Bond Franchise. The Video is also published on adverts for Skyfall and on Music channels and Radio Stations such as 'Radio 1,2' 'Heart', Capital FM etc. in order to help the song reach a larger audience profile and increase the song and films success.

Sales/Figures: Within the First 24 hours of release 'Skyfall' had been played across 180 radio stations across america and had reach an audience of 10 million, The song later went on to reach number 1 in over 16 different countries around the world shortly after its release. "Skyfall" Debuted at number 2 on the UK Singles Chart with sales of 92,000 copies. This tied "Skyfall" with Duran Duran's "A View to a Kill" as the highest-charting James Bond theme song on the UK Singles Chart. The song was the 20th best-selling song of 2012 in the UK with 547,000 sold.

ROBIN THICKE - BLURRED LINES ft T.I., Pharrell

Purpose of Video: This Music Video is designed to gain publicity and promote Robin Thicke as an artist, The video uses more established artists such as T.I. and Pharrell in order to attract their fans and reach the largest audience profile as possible for the new artist. The Music Videos main purpose is to promote the song 'Blurred Lines' however it also gains publicity for featuring artists T.I. and Pharrell as well as Robin Thicke's new album by bringing these to the forefront of consumers mind with a controversial and unique video.

What was it used for?: The Video was used or the Promotion of Artist Robin Thicke and the release of his new album, by making the Music Video more controversial the video makes people talk and interests more people and gets people talking, therefore gaining publicity for all involved.

Outlet?: The Video was Originally released on YouTube by 'RobinThickeVevo' on March 20, 2013 and has currently received (18/9/13) 176,806,920 million views. The Music Video was also released on nearly all music channel platforms worldwide including MTV the most watched music channel in the US and Europe.

Sales/Figures: Robin Thicke - Blurred Lines Music Video Debuted at number 1 on the MTV charts as well as reaching number 1 in 21 other countries worldwide. The Music Video received over 207.4 million audience impressions through television in its first week of release and is now ranked as the second highest viewed video in the US since 1990. The Album received 174,000 downloads in the first week of release which include the music video for blurred lines within the Album.

JUSTIN TIMBERLAKE - MIRRORS

Purpose of Video: Mirrors by Justin Timberlake was the first Single/Music Video released by Justin in seven years from his new album 'The 20/20 Experience'. The main purpose of this music video is to not only promote Justin Timberlake and his new album, but this video is also designed to also tell a story of the song and develop the meaning behind the song which is about Justin's Grandparents and there love and marriage they have shared for so long. As well as this the Video also has to set the level that can be expected from the album as it is the Debut video and song that all Justin Timberlake fans will see first and most likely receive the most publicity.

What was it used for?: The music video was used to promote Justin Timberlakes new album and his new single Mirrors after seven years since his last music video.

Outlet: The Video was first released on MTV at the beginning of March and was then released a week later online on the music video giant Vevo, The video for Mirrors then went on to receive 104,210,258 million views. The Video was released worldwide on numerous different platforms and music channels in order to reach the largest audience possible.

Sales/Figures: Although slow starting in the Music Charts and Downloads, Mirrors went on to go Platinum and reach over 1,674,000 downloads within the first two weeks of release. The Video Debuted at Number 1 on the UK Music Charts and stayed there for 3 weeks. Mirrors also went on to win the VMA for Video of the Year at the 2013 awards show, and has been hugely successful along side the album.

The purpose of all music videos are to make money for not just the artist but the record label as well, to do this the music video must help sell the song as much as possible. Videos use many different techniques and outlets to try and aid the song in being as successful as possible, one way they would do this is by creating a unique, Bright and inspiring video that is addictive to watch, one example of this would be Lady Gaga - Bad Romance which has over 536 Million Views. http://www.youtube.com/watch?v=qrO4YZeyl0I

-Promotional for the Artist

Promotion of the artist is key in a music video for the future success of the Artist and Record company, this is especially important if the artist is new and isn't well known. The music video will need to sell them as much as possible. This is often done by giving the artist as much screen time as possible and/or making the video as controversial as possible in order to get the public talking about this new artist.

-Exposure and Expansion of the Artist

Exposure for any new or current artist is hugely important. Music Videos play a vital part in the exposure of an artist as they can be expressed in a wider oulet than just the song alone. For example Music Videos can be used on widely seen outlets such as YouTube or MTV who draw in millions of viewers every week.

-To sell the song, invoke a reaction from the audience

One of the best ways to sell a song is to invoke a reaction. Some music videos are designed solely for this purpose. They are often used for new and upcoming artists to keep as many people as possible interested and talking about a perticular artist, this also generates more money for the artist themselves and more importantly the record company. One example of this type of music video isMiley Cyrus - Wrecking Ball which envoked a huge reaction all over the world.http://www.youtube.com/watch?v=My2FRPA3Gf8

-To give the audience a better understanding of the song

Often songs have a meaning and Narrative that people can relate to and are touched by, Music Videos are often used to develop the meaning behind the song and give the audience a better understanding of the song from a visual perspective and from a different outlet. one example of this would be Justin Timberlake - Cry Me A River whichis designed to purposely give the idea that Justin had been cheated on, and was controversial at the time as the female actor looked similar to Justins ex Britney Spears. http://www.youtube.com/watch?v=DksSPZTZES0

-Advertising

Songs on adverts are a hugely popular way to increase revenue for the advert, often songs will be used by companies to create adverts that often mimic music videos, these work well in two ways to both boost income for the company but also create interest in that song which will also help to sell the song. Ikea has used this technique in their latest advert for kitchens Ikea Advert "You'll Always Find Me in The Kitchen"http://www.youtube.com/watch?v=2Gm9rxNxyDU

-Product Placement

Product placement is used in almost all Entertainment outlets as a way to increase revenue. It is especially popular in music videos for drinks companies and music related products such a 'beats by dre' headphones. Nearly all artist will use this technique within their videos as companies will pay large sums of money to see an artist promote their product. Using Product placement with extremely popular artists also makes the product more desirable to consumers watching the video. An example of this is Jay-Z who uses product placement frequently. This video features a Jaguar-XJ car numerous times throughout. http://www.youtube.com/watch?v=WM1RChZk1EU

-Promotion for music and Album

Promotion of an artists music or album is hugely important for the success of that product, This video features music from Jay-Z's latest album and him talking about the album as a way to promote it. The video see's him in the studio making the songs that feature on the album in a behind the scenes style. http://www.youtube.com/watch?v=B--ZARCwSIE

-Synergy

Synergy involves two large companies coming together to create one individual product, similar to product placement it is designed to sell the products of the individual companies as well as promote them. This is most commonly seen in the production of films however is also used for music videos.

-Promotion of film

Often artist will write songs that are specifically for a film, The music videos for these songs then often feature clips from the movie directly or use backdrops or sets that will directly relate to the movie. This is done to help increase the sales of the song and the movie together. The music video can also be shown on more outlets than the film alone so also works as promotion for the film outside of the traditional film trailer. One of the most famous examples of this is Celine Dion - My Heart Will Go On from the Feature film Titanic http://www.youtube.com/watch?v=zmbw8OycJrE

-Charity 

Music Videos can also be used as a way to raise money for charity. One of the most well known and popular examples of this is Band Aid - Do they know its Christmas the music video for this song featured some of the worst sights of the famine in Africa, this was done as a persuasive tool to get consumers to buy the song.

-Promote festivals 

Music videos are great promotional tools, they are often used to promote a specific product, especially other music related products. an Example of this would be festivals and one of the most famous and excentric festivals in the world 'TomorrowLand'. This festival releases an Aftermovie each year as a way to sell the festival and attract new fans each year. http://www.youtube.com/watch?v=cUhPA5qIxDQ

-Opens up new market

Music Videos open up new markets for the Artists and Record Companies to sell their songs, other outlets they often use are YouTube, MTV and also other collaborations with films. This increase in outlets, increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.

-Generates new market for Record Company

Record companies such asIsland Records, Def Jam, Warner Music Group will use music videos as an extension of income for the song, The do this by making the Video as widely accessible as possible on as many different outlets as possible.

-Selling an Image

Artist will often sell an image or look increase the sales of a song or increase the chances of some product placement, One prime example of this is G.O.O.D Music who's song 'mercy' predominantly promotes the Lamborghini as a Fashion/Style Icon. As a result of this Lamborghini sales increased and the song became hugely successful. http://www.youtube.com/watch?v=7Dqgr0wNyPo

One of the earliest examples of a music video is Saint Louis Blue's - Bessie Smith 1929 the video was made from a two reel short film called saint louis blues which featured a dramatised performance of the hit song. It was shown in theatres until 1932. Despite being considered the first ever music video, saint louis blues shares many features with current music videos although the main purpose of the videos have changed. Similar to modern music videos saint louis blues uses cut aways and different locations throughout the video as well as having the artist singing as the main feature throughout. Different to current music videos the artist performs this song live while the video is recorded compared to a video now which would place the song over the video, also saint louis blues is all about the music and the story that Bessie Smith is singing about, not the promotion of the artist. A modern day comparison to this video and song would be Beyonce - "if i were a boy" http://www.youtube.com/watch?v=AWpsOqh8q0M as they both use narrative throughout the video to aid the song, Despite the similarities Beyonce's video shows the development of videos over time.

Soundie - I Can't Give You Anything But Love

As music Videos developed over time, they became more extravagant and began to feature not just the artist themselves but dancers, the band and even began to perform live on television. This Video is a live performance of the song "I Can't Give You Anything But Love" by Soundie. The Video is filmed with multi camera techniques and cuts between these cameras much like a current performance on live television would today, the use of dancers in this video was new at the time, however is almost seen in every modern music video. A comparison to this video would be Tinie Tempah - Wonderman Live on Graham Norton http://www.youtube.com/watch?v=TiN019wWkiQ this performance shares many features with the soundie performance with the editing and camera cuts however modern live performances tend not to use dancers to keep the sets as simple as possible and leave less room for error.

The 1950's saw the boom of Rock 'n' Roll and music videos to match, one of the biggest stars of the time was Elvis Presley in 1957 he released the video for jailhouse rock which was one of his biggest songs, the video was a huge success and the image and dance moves of the jail set lived on for years. The video did things that no other artist had done before such as show a behind the scene setting at the start of the video, as well as this the video used a purpose built set, that featured numerous dancers all dressed exactly the same as elvis, which in comparison to modern videos is unusual as the artist is made to stand out in order to promote them as much as possible. The video is set in one location throughout the song and uses the dancers to maintain viewer interest as well as using a multi-camera set up and edit from all different angles. A modern comparison to this video would be Beyonce - Single Ladies http://www.youtube.com/watch?v=4m1EFMoRFvY which uses many of the features similar to this video such as the single set throughout and the dancers, it also features an iconic dance much like elvis had back in the 50's. The video of Beyonce uses lighting and much smoother camera transitions to create a much more flowing video that is easier and more exciting to watch. The JailHouse Rock video has also been created by current artists in order to up their image http://www.youtube.com/watch?v=T4cdfRohhcg such as One Direction - Kiss you.

The 1960's saw the introduction of some of the first colour music videos, and special effects, one of the biggest bands in the world where one of the first to use such techniques. This video Sympathy for the Devil - By The Rolling Stones not only uses more edit and filming techniques than many previous videos but also uses post production effects to help with the video. The video from The Rolling Stones uses the multi format technique of both action and live footage. This was ahead of its time and although now common place amongst music videos, in the 60's very few music videos did this. This music video also uses the audio directly from the live footage, which makes the song difficult to listen to and as well as being unclear the video is interrupted by a fight half way through, which is left in, and the audience spend a minute watching Mick Jagger trying to break it up. The quality of the footage used is relatively good quality considering the age of the footage, it is also in colour which would not have been common place throughout the early 60's along with it's minimal cut editing the video is relatively easy to watch, despite being hard to listen to due to the audio quality.

http://www.youtube.com/watch?v=Dt0ipUCfdlU

This Music Video was shot during a live performance at Jay-Z and Kanye West's Watch the Throne tour in the summer of 2012 , the video show the two artists performing the song Ni**as in Paris to a live crowd while editing the between the two artists and using mirror effects to make the video more interesting and exciting. The video is designed as a promotion tool for not only the two artists but for their tour and the album that are all needing to be promoted together. The video uses a multi-format style with the mix of live tour footage and special effect/post production editing in order to produce a visually exciting and engaging video for its target audience. The quality of the footage is excellent and can be viewed in 1080p HD on and offline. The use of editing and shot types play a large part in why this style of music video is so successful, this video has multiple cameras that use close ups, wide, mid and long shots in order to engage the audience and make them feel part of the video as much as possible. The video is then edited with special effects and on screen graphics, in order to further the narrative of the video and engage the audience as much as possible.

This music video is made up solely of animation, the video uses the artist (Kanye West) and recreates him into an animation, where the narrative of the song is told through visual animation techniques. The video is brightly coloured and quick editing much like any other type of music video in order to maintain the attention of the viewer. The music video would have been filmed using a green screen and then later editing the video so to create an animated look throughout. The main purpose of the video is to develop the artistic style of Kanye West and make the video stand out from many traditional videos.

Interpretative videos are designed by an individual such as the director or Artist and can relate to some people or past events, however are often left open to interpretation to the viewer to make what they want of the video. The video features an opening sequel where the artist (Kid Cudi) is dressed up like signer Jimi Hendrix from the 80's and features actors also dressed from the 80's. The video could be seen as a homage to the late great rocker himself, although the video is seen to be one where rapper Cudi is celebrating an idol and using his style to sell his song, Hardcore Hendrix fans may see this as a video mocking the late star and take offence, It's all down to the audience interpretation.

Same Love by Macklemore is a song about same sex marriage and the struggles people go through because of their sexual orientation. The video uses the song to explore the narrative even further and develop the meaning of the song in a visual way for the audience. The video features different people from all walks of life that all have the same thing in common, a love for each other. The video directly plays on the lyrics of the song and is made to make the viewers think and evoke change within our society about same sex marriage by expressing that everyone is bound by love and that should not be an issue if you are gay or not. This video is different as it is not used a direct promotion for either the artist or album, its primary goal is to promote change and to be inspirational to anyone who watches it.

Surrealist videos are often the most controversial and talked about videos that are made. Lady Gaga is especially good at creating surrealist videos that get people talking and boost the viewers and outlets for the video. This particular video uses the Directors artistic touch and the use of art and fashion to create a video that is unique, interesting and strange to watch. The video has been made in various different ways using effects, lighting, performers and chroma key to create the most diverse video possible.

This impressionist video for Arctic Monkeys "Why'd You Only Call Me When Your High" uses the back streets of London to set the scene for the Impressionist Video that shows Alex Turner drunk visualising different scenarios involving a girl he wants to see that night. The video is designed to be minimal to promote the song as much as possible. The video uses effects in numerous places however is still a very simple yet effective video. The style of the video show Alex Turner hallucinating then showing what is really happening in his druken state. The video uses few shots but are all effectively cut together and edited smoothly. The editing and cuts also increase and are more noticable when he's hallucinating in comparison to when he is just walking.

Pastiche videos are almost homage videos in a way that they refer back to the past or enthuse a style from a previous decade to either help sell the song or develop the meaning of the narrative. In this particular video Cee lo Green uses pastiche to develop the narrative of growing up liking a girl who doesn't like you, as the video progresses, time progresses until it reaches current times. This video is very effective at selling the song and developing the meaning for viewers watching to understand the song better.

Another style of music video is a homage video. Artist will often make referneces to their idols or other artist in music videos which works as a way to interest that artists fans. This Robbie Williams music video is a direct homage to the late Elvis Presley, The video develops the lyrics and narrative of the song by featuring robbie dressed up as Elvis throughout the song and recreating parts of his life. The music video not only appeals to Robbie Williams fans but also Elvis Fans who see Robbie as a fan and start to take note of his music as well.

Parody Videos are often made on low budgets by amateur film makers and then later released on outlets such as YouTube. However recently there has been a rise in the quality and effort put into parody videos, with some parody videos receiving more views than the original music videos themselves. Artist such as George Micheal have often Parodied themsleves and used it to their advantage, however it is more commonly everyday YouTubers or fans that Parody videos. This video is a parody of the 'Blurred Lines' song by Robbin Thicke and features techniques such as Chroma Key to try and match the videos looks as much as possible. Parodies are designed to be humerous and evoke a reaction through people who either dislike or like the song.

Referencing videos are designed to take a momentous moment/occasion or person from the past and reference them in order to sell a song or gain a wider audience by attracting the fans of the artist or moment the video is referencing. This video uses multiple references to Michael Jackson, not only in the music video but in the song as well. The music video uses influences from previous michael jackson videos and takes them and places then driectly into this video with possible minor changes.

Commercials and the songs they use can have a huge influence on the success of a product. This Music Video/Advertisement uses a perfect synergy between the song 'You'll always find me in the Kitchen at Parties' and Ikea Kitchens. The video features two guys walking into a house party singing the song, they move from set to set that are all Ikea kitchens and act as promotion for the various kitchen styles. The video is hugely successful as a promotional tool and works by being catchy and is easy to watch especially as it is likely to be shown numerous times as an advert.

The 1970's saw the popularity and financial gain of music videos increase. Artists such as Michael Jackson had begun to use them as an artistic outlet. Music Videos also became more outlandish with the use of green screen and other technical advances being used that gave the videos a whole new look. Music videos became a way for artists to express themselves through visual means. Michael Jackson used this to his advantage in being one of the first artists to use green screen and post production special effects throughout the entirety of a music video. This video show him dancing while multi-coloured screens and back drops fall behind him. This would have all been edited after it had been filmed and although the dramatic effects are used the video uses very few camera shots and is mostly filmed throughout in a wide shot, this is done so the audience can see Jacksons dancing which is his trademark. The quality of footage is still good quality, and has developed largely from the 1960's. Although not HD the footage still is still good enough to enjoy the video and clearly see what it is interpretating .

Madonna was one of the biggest stars of the 1980's and had an image to match. One way that she did this was through her music videos which took huge artistic influences and tried to be a sexy and raunchy as possible making the most of her status and the opinion that 'sex sells'. During the 1980's music videos became more and more daring with artists and Directors putting things on screen that had not visually been done before or were considered daring or unacceptable. In this video Vogue -Madonna takes advantage of this, the video is one of the first to use product placement, hence the title, and styles the video using fashion from the period, that would have been seen in vogue magazine. The video uses multiple creative shots from high to low, and many different angles. With videos becoming more and more popular, higher budgets were introduced, which meant music videos could be more dramatic and do more, although minimal special effects are used, the type of shots and camera techniques involved make the video more effective and engaging to the audience. The quality of the footage is relatively poor however the way it has been filmed and the styling of the video makes up for this in creating a visually exciting music video that was ahead of its time.

The 1990's began new trends within music videos, making them more and more creative and more daring with artists realising the power they held in being able to sell an image and make themselves stand out in a ever competitive industry. One artist who famously used his music videos to make a name for himself was Jamiroquai also known as 'The Hat Man' due to him wearing outlandish hats in all of his music videos. This video also followed trends from other Jamiroquai music videos, where he floats from scene to seen and sings directly through the camera to the audience breaking the fourth wall. This technique was just taking off within the music video industry, especially being seen as a big no no within the film industry. The video is filmed using a single camera and is designed to look like no editng has been used at all, with continuous shots throughout, the video also uses an individual set that changes minimally between each scene allowing the artist to be the focus of the music video. The set is also all white designed to look like a mental patient room influenced by the title 'virtual insanity', also the artist is the only part of the video that is in any colour, again helping promote the artist, making him stand out and be the focus to the audience. Despite being close to 15 years old, this video still holds modern values and techniques, which prevent it from looking dated, the quality of footage and fashion style within the video are the only noticeable asset that makes the video look dated.

Cutting to the beat is where the edit of images match the beat of the song, such as the beat of the drum or on the riff of a guitar etc. This video from R-Kelly featuring Usher, uses cutting to the beat as a way of switching between the two singers and develop the meaning of the song.

This Animation video is the music video for 'Bjork - All is full of Love', the video features an animated robot throughout. The video is designed to be styled futuristically and uses the robot to lip sync the song and develop the narrative and emotion through the song. This video would have been made with an extremely large budget and would have likely included real robots for most of the shoot until the animated effects were added in post-production. it is an extremely effect music video for the song and is unusual enough to envoke a reaction and create attention which is the main purpose of a music video.

Elton John - I want love is an example of a video that uses lip syncing and miming, this video shows actor Robert Downey Jr walking through a house in what seems one shot throughout lip syncing to the song and developing the narrative throughout. Although the video does not feature the artist Elton John at all, the narrative and visuals are all portrayed through actor Downey Jr, Doing this not only attracts a larger audience to the music video by attracting Robert Downey Jr fans but it creates a more personal touch to the video making it much more relate-able to the general audience.

This Video by RadioHead - No Surprises uses lip syncing as its main feature through out the video. The video shows the main artist lip syncing the song inside a glass ball filled with water. As the video progresses the water level changes varying the video and maintaining attention of the viewer as the camera angles do not change throughout the video. The video is shot using a single camera, with the individual forward facing shot of Radio Heads lead singer, the video also uses reflected light on the glass and reversed lyrics in order to stop the video from being boring.

Multi image is where two shots are placed on screen at the same time, Eminem uses this technique for his Without Me video, the Multi Image affect is used to help progress the narrative of the video and song, with the screen splitting when Eminem receives a video call from Dr Dre. Doing this allows the viewer to see the perspective of Eminem in almost 1st person and introduces Dr Dre to the video.

Camera Movements within music videos can make or break the song and it's popularity and are extremely important to get right depending on the genre and style of the song. Songs that are more dance and hip hop related will use faster, more dramatic camera movements, however in comparison a love song or inspirational song will use much slower, smoother and more gentle cuts that match the style and tempo of the song. Using these camera movements appropriately will also attract the correct target audience to the song making it more successful.

Different music videos use different camera angles and it often depends on the genre of the song as to what music videos are used, N.E.R.D She wants to move is a Hip/Hop/R&B song and predominantly uses low and high angles throughout as well as special effects and moving imagery to keep up with the fast passed song and maintain viewer interest.

Chroma Key is the use of a Blue or Green screen, Music Videos will often use green screen to create effects and back drops, this is often done as a way to save money or create something that isn't possible in real life much like this video by 'Blur' which uses Chroma Key to bring a milk carton to life and use it to develop the narrative of this song. This would have been done by making an actor create the scenes in a milk carton costumes and then edit the object onto the video where relevant or needed.

Lyric interpretation is where the visuals of a music video directly relate and develop the narrative of the song. The main purpose of this convention is to help with the expression of the song and the meaning of the song. Lyric Interpretation Videos are used in all genres and can be used for all different types of songs no matter what the song is trying to express. An example of Lyric interpretation would be Kanye West - Through the Wire. Through the Wire music video released in 2005 in the aftermath of Kanye West's crash was the first video from Kanye's album 'The College DropOut' the video shows Kanye's struggle to record the album and the tough times he had during this time while his mouth was wired shut following the crash. The video expresses the emotional link that Kanye has with this song and uses home videos to develop the lyrical interpretation.

Extending or Consolidating son's meaning is the development of a songs narrative throughout the video, it is specifically designed to tug on the heart strings of the viewer. These videos are often over the top and dramatic in order to make more of an impact. Eminem ft Rihanna Love the way you lie, music video uses the Extending and Consolidating convention to reach the audience on a more personal level. This can be done by using different effects such as chroma key, animation etc.

Allusion within music video convention is where a video/song makes reference to, or a representation of people, events, myths or even works of art either directly or by implication. These videos should have a clear reference through the song, an example of this would be Love Story which references Romeo and Juliet throughout the video as a main theme and includes scene from the story acted out within the music video by the actors.

Using Links to other artists convention is a way to attract as much attention as possible to the video, it can also be controversial a style that Eminem often uses by mocking other celebrities or musicians. Although links to celebrities in Eminem videos are to mock a person they can also be used to celebrate or pay homage to a person. This Video uses links to Michael Jackson with a visual representation, whilst also making links lyrically to the artist himself. Eminem also mock rapper Vanilla ice, singer Madonna. The music video also has star appearances from Paris Hilton and Dr Dre and uses imagery and takes influences from the film Bad Santa.

The Music Video by Jay-Z Holy Grail ft Justin Timberlake, is decadence to its core and represents the album 'Magna Carta Holy Grail' perfectly as the lead song and video. The video is incredibly original and unique to what is traditionally seen within the Hip-Hop/Rap scene without losing touch with the genre itself. The most noticeable convention of this music video is the editing of sound within the video. The video cuts up the songs original playing sequence and manipulates the song by slowing it down and speeding it up through various parts of the song, the changing of song sequence through this video works as a way to introduce Jay-z first as the main artist as it is his album and re-introduce Timberlake after as the feature. The video is shot technically very different to previous hip hop music videos in a very cinematic way using camera movements and shots more traditionally seen in films for example: pans, more wide shots, mid shots, and less traditional music video close ups and high/low shots. The editing throughout the video is extremely creative and works perfectly for the song, the biggest and most noticeable edit is the chop and change of the songs order, with the song rearranged to introduce jay-z first, another noticeable edit is the clip of Mike Tyson's fight in Japan which he lost, this small clip directly relates to the lyrics of the song and develops the viewers understanding of the song. The video also uses Jump cuts to jump between Justin and Jay-Z throughout to maintain the flow of the song. The mise-en-scene throughout this video is very much deep and meaningful and develops the songs expression of the struggle of fan and the curse it can be. The colouring of the video further more expresses this with blacks, golds with the video looking as if it has been shot with moon light adding even more depth and darkness to the song and its meaning. Props and Costumes play a large part in this music video, a significant amount of props are used throughout the video such as paintings, renaissance artefacts and a prestige dining set, these all progress the meaning of the song to the viewer and also express the wealth and decadence associated with the two artist. These props also directly relate to the meaning and theme of the whole album, to continue a theme. Costumes although minimalist in this case are also hugely important. In this video we see Jay-Z in all black with a large gold chain around his neck, a direct relation to rap and the genre of the song, we also see Timberlake in an all black suit

The conventions used in this Arctic Monkey - R U Mine? video are slightly different to other videos in the way they are presented on screen to the viewer. The video is coloured to be Black and White throughout the entire film even through the mini prologue at the beginning, this adds to the mise-en-scene and feel of the video as well as adding to the effect of night, when it was filmed. The technical aspects of this video are very different to most other music videos, the video begins with a radio presenter introducing the song on his show, before it cuts into the main video. The main video itself is unique as the camera movements are designed to look as if the video is being filmed by the band themselves. The video also uses no jump cuts that would normally be seen on a music video, but uses seamless edits to make the video look like its been shot in one take. as the video progresses a different band member uses the camera and films different parts, such as the drummer and two girls in the back. The video ends with a performance from the band and then jump cuts back to the radio presenter with his thumbs up to the camera. This video is extremely minimalistic and uses near to no props and very few costumes throughout, The only props that are seen in the video are the drummers drum sticks and the bands equipment for the ending, other than this there is very little else to aid the performance on screen. The costumes used are also very minimalistic with the band members wearing black and the two female actors wearing sparling jackets. The minimalistic content of the video is what requires such creative and unique camera work, with the camera movement the video would not work.

The conventions of pop videos are very different from the conventions of other music video genres. Lady Gaga - Applause is a pop video that is designed to have a strong/ exciting mise-en-scene that fits a song that is more of dance song than traditional pop. The video uses props such as a giant hat a winged person to focus on a theme of 'fantasy' within the video, The video also uses links to theatre and magic developing the mise-en-scene of 'Art' imagination and fantasy. The video has been filmed using various shots, angles and then edited to the pace of the song, The technical shots used reflect the emphasise on the performance and aren't to dramatic to take away from what's happening on screen, The video mostly uses subtle camera movements such as tilts, zooms, and pans and are all predominantly straight on shots. The affect of this leaves the attention on Lady Gaga herself and her dancers, and therefore allows the camera to simply aid to the performance. Although the video uses very minimalistic camera movements, the editing manages to break it up with fast quick paced edits, that are edited to the soundtrack. The video uses multiple jump cuts and dissolves to aid sudden changes from scene to scene. This keeps the video fast paced and allows it to fit in with the style of song. Throughout the video we see a variation in lighting techniques used, The video uses a minimalistic set colours with all black set, the beginning of the video is lit in Black and White which creates more mood and gives gaga a more enhanced look. as the video progresses more and more lighting and colours are introduced, we begin to see flashes of white light that are designed to represent the paparazzi, and also more coloured lighting with a blue strobe light used near the end of the video. All of these lights add a mood or effect the way a shot or scene is viewed, the colours and lighting creates a very art-pop look. Props and Costumes in a music video are vital in aiding a scene or creating visual significance. Lady Gaga uses 5-6 different costumes throughout this video that all change depending on the back drop and scene. In the video we see her in her underwear, all black leotard, a shell bikini, a blue fantasy dress, a white dress, green blazer, and a rubber glove costume. All of these are significant to the video and scene and add to the creative flair of gaga and reflects the song.

Unit 29: Music Video Production

Grading Criteria 1

Assignment 1 – Why Music Videos

Task 1: Purposes of Music Videos - Unit 29 - (P1) 

Task 2: Music Video Research - Unit 29 - (P1, M1)

Task 3: History of Music Videos - Unit 29 - (P1, M1 & D1) incomplete

Grading Criteria 2

Assignment 2 – Videos and more videos

Task 1: Understand styles of Music Videos - Unit 29 - (P2 part)  incomplete

Task 2: Conventions of Music Videos - Unit 29 – (P1, M2)

Callum Runnegar-Mundy - Director