Wednesday, 24 June 2015
Friday, 22 May 2015
Wednesday, 29 April 2015
Task Three – Analyse the track
Alex G Make Your Move
The singer Alex G performs the song “Make Your Move”. The song us 3 minuets 50 seconds long with 2 verses, a chorus repeated 3 times and a bridge. The song is an upbeat with a quite fast paced and a slow bridge. The song follows a verse, chorus, and verse chorus narrative with a bridge after the second chorus. This is done to help make is follow the normal narrative structure to make the song stick to the norm to help audiences understand the song as if it was not a normal structure some audiences will not understand it and will not listen thinking it is cluttered and badly written. The bridge is there is to add a range in the song, as with out it, the song would keep repeating the structure boring the audience so the bridge put a range in the song.
Make Your Move
365 little lies we have written in our mind.
2.5 kids by 25 and you’re doing just fine.
We’ve been wired for it, but we’re tired of it.
Oh, we’re looking for something more.
365 different ways we can choose to live our lives.
Oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
Oh, don’t you know it’s dangerous when you try to play it safe?
You live in boxes 9 to 5 always hoping for a raise.
It’s enough for getting by, but tell me, does it make you happy? You’ve put your dreams on hold too long. Why wait another day?
And oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
We are all the same! Oh, we are all afraid! We are all the same! Oh, we are all afraid!
We are all the same! Oh, we are all afraid!
We are all the same! Oh, we are all afraid!
Oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
The singer Alex G performs the song “Make Your Move”. The song us 3 minuets 50 seconds long with 2 verses, a chorus repeated 3 times and a bridge. The song is an upbeat with a quite fast paced and a slow bridge. The song follows a verse, chorus, and verse chorus narrative with a bridge after the second chorus. This is done to help make is follow the normal narrative structure to make the song stick to the norm to help audiences understand the song as if it was not a normal structure some audiences will not understand it and will not listen thinking it is cluttered and badly written. The bridge is there is to add a range in the song, as with out it, the song would keep repeating the structure boring the audience so the bridge put a range in the song.
The song has a deep meaning about freedom
and escaping the life your trapped. This song is a self-love song showing
people that they are trapped in their lives doing the same thing over
and over again and being stuck in a monotonous life.
Alex is compiling about the repetitiveness of life doing
the same things over and over again stating "We’ve been wired for it, but we’re tired of it",
she is saying that every one does the same things, which is pre
set and have to carrying it out, but she wants to brake free of this cause she
tired of being trapped in this endless cycle.
In the song there is many
times of imagery and subtext used to show the meaning of
the song. In the first verse she says "365 little lies we have written in
our mind". She is stating that we have been told what to do with our lives
and they are all lies, it was pre set as it has been “Written in our
mind". She then states, "You live in boxes 9 to 5 always hoping
for a raise". Alex is stating about office work how it is a 9-5
and you are trapped in a cubical always working, workers
are hoping for a raise for hard work always trying to get
it but never getting their. Finally she also states, "It’s now
or it’s never. We don’t have forever" She is stating that we have to make
changes in our lives instead of staying in the same trapped place all
the time never having any changes in our lives, but there is only a
short amount of time to escape and you have to make
the decision now.
Overall the song follows the
normal narrative structure with a verse courses and a bridge.
The son focus on the boring receptiveness of life and how we
should break free sand do what we want to rather that
conform to what society like get a 9-5 job.
2.5 kids by 25 and you’re doing just fine.
We’ve been wired for it, but we’re tired of it.
Oh, we’re looking for something more.
365 different ways we can choose to live our lives.
Oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
Oh, don’t you know it’s dangerous when you try to play it safe?
You live in boxes 9 to 5 always hoping for a raise.
It’s enough for getting by, but tell me, does it make you happy? You’ve put your dreams on hold too long. Why wait another day?
And oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
We are all the same! Oh, we are all afraid! We are all the same! Oh, we are all afraid!
We are all the same! Oh, we are all afraid!
We are all the same! Oh, we are all afraid!
Oooh, tell me what you’re gonna do.
Oooh, what have you got to lose?
It’s now or it’s never. We don’t have forever, no.
Oooh, it’s time for you to make your move.
Sunday, 26 April 2015
Task Two – Analyse the artist
Alex G's imagine is very importnt to her as a singer andwhen analyseing her as an artist. The iamage Alex wants to portray as a singer is that she is jsut like everyone a , a every women. She originally came from youtube , posting vidoes of her preforming covers of other peoples songs. She wants to continuse this look of just like everyone else to keep her audiencer and help them still identify with her. This is also done to atrratc new audiences as she shows them she is a noral person who made it due to talent and that if she can do it anyone can. This is done to help her gain audience as they sidentifies with her ,who if they met would be down to earth and normal which audiences want in celebrities and shows that they can make it too if she did.
audience to gain audience. She dose this so she can fit into that self love market with other artists like Lady Gaga to gain audiences who feel trapped. This is again done to show that she is a realtable arttist for audiences.
Alex G has two main song styles in her music ,they are either cutisy happy muisc or soulful anthnums with messages behind them. The first style is the cutsy pop song , the songs feaure happy backing track with bright happy imagry in hger vidoes includeing cakes and bright fancy clothing. This is donbe to show audiences that she is femeinie and cutsy to atrracted espaclly younger audiences. This isbre
cause the videos are esay to undertand narritve wise and is atrrarctive to look at due to the bright colours and happy imagrary. Also the music is upbeat and happy with a uplifting singing tone and gleeful lyrics.The second song style is the soulful anthums. Alex;s other videos always are slower with strong beats and powerful lyrics. There also is a focus on the strength of her voice thoughout with her proforming with tenasity and power. This is important as these songs are trying to protray a message in these songs. The strentgh in her voice is important as she is trying to project the messages of her songs on to audience. The more stronger she sings the more the audinece will listen and believe what she is saying. The strength of her voice is also to help attract audiences as they will be amazed at her talents and want to hear more songs.Friday, 24 April 2015
Task One – Choosing the track/gaining permission
I chose this song for a few reasons. Firstly the song fited in with the basic idea i had for my music video, as it hadtheames of confusion and change espallcy in the lyrics. Secondly the song fitted the mesage of freedom and aceptance that we want to prtray Finally I enjoy the song itself which means i like what i am creating and be intreersted in makeing the video.
Friday, 10 April 2015
Task Five - Understand the techniques of music videos
When creating the music video for don't go
breaking my heart I used numerous shots and angles. In total we used 11
different shots, these include long shots, close-ups, extreme close-up’s and
mid shots. We also used 6 different camera angles; these include high angles,
low angles and straight. We used a range of shots and angles to make the video
more aesthetically pleasing and to show each singer separately and together to
show both their individuality and their love. If this was not done the video will
look uninteresting and bore audiences, as there would have just been the same
shot on screen for 3 minuets. When filming we had to re-film numerous shots as
there was either mistakes in the lyrics, the singer forgot to sing or the
lighting was not right. The video required the actors to lip sync their lyrics,
as we do not own the song and the singers in the video did not sing the song.
To make the singer’s look more realistic we asked them to sing properly instead
of lip synching as it makes it easier and more realistic when making the video.
After we filmed the video we had to upload our
footage and edit it to the song. After uploading all the footage I had to go
though each shot to see what can be used and what looks good even the shots
that went wrong. This is done as even the bad shots might have a bit that could
be used in the music video that will help extend the video and make it more
interesting. if we did not cheek every shot we might not have good enough shots
to use meaning we might have to film more extending the time period we
have to make the video. We then had to upload the track and match the chosen
shots to the song. This is crucial to the music video as it makes it look like
the actors are actually singing and not just singing over someone else's voice.
Also the had to decide on the length of the shots as long shots would bore
audiences but audiences might not b able to see all the short shots leaving
audiences confused so we have to decide the right length of shots.
After finishing the video I can see that it was
made successfully and looks good. Firstly the editing helped make the video
good and interesting as there is a range of different shots cut together cut at
mostly the right times to made the vid more interesting and visually appealing.
Secondly the singing is edited in time to the actually song making it look like
the actors are actually the singers making the video more convincing as
audiences don't know they are not the singers. This helps audiences understand
the video, as they will be less confused than if the singing was not in time
and also makes the video look more professional. Also the cinematography looks
professional with a range of shots and angles that appear in other music videos
making the video successful. But there are improvements that could have been
made in the music video. The actors could have bee directed more to look like
they are actually in love as in parts of it they look awkward and that they
don't like each other making the video less convincing of it meaning. Also there
are few mistakes in shots like one of the actors looking at the camera when
they should not have making the film look unprofessional. Overall the film is
successful.
Monday, 30 March 2015
Task Four - Understand the techniques of music videos
I created a animatic for the music video The Pretender by the Foo Fighters to explore shot variety. We started by watching the vidoe pauseing every differnt shot . This was done to help understand and see the shot variration that is in music videos. I watched 40 seconds of the music video and found in that 40 secons 29 different shots were used creating shot variation. I drew each of the shots onto a story-board then filmed it forming my anaimatic. This helped us see shot variation and see how to apply it to our music video.
When createding the animatic I learnt the importance of shot varition as though the first 40 seconds of the song there was loads of different varation in shots makeing the music vidoe more intresting, as useing only a few shots made music vidoes boring. Wer also learnt when watching the impaortssance of movement of the shots. If all the shorts were stationary , the music video would have been unitresting an dull , but instead the music video have jmovement in the shorts makeing a triaval shot look more intreseting. I learnt the movemnt of shots for our music vidoe would make it more intresting and less boring music video. I also leasrnt the importance of the mise en scene (props, set and musicens). The music video seems plain in a big white room , but with further inpection i noticed the important part the mise en scene. Even though it is just a band it a white room , there is a lot of details (e.g. props in room) that make the music vidoe more intresteing for audiences to watch. Which shows the importance of mise en scene because the music video would have bben boring without al the little details that make up the mise en scene in the music video which i will carry to my music video.The pace of editing is also iportant to the music video . In the music vidoe , even though we only watched 40 seconds of the video there was fast editing with 29 shots in the time piroeod. This is done to make sure the vidoe is not slow and boring and keeps audiences intrest. Also the fast paced makes what happwning on scrren look more intresting. The importance of the spped of edieing is imkmpertive the the music video as it made it more intrwsting which I will put it in our music video.
Friday, 20 March 2015
Task Three - Understand the techniques of music videos
When creating a music video the editing process tis very different to any other editing. The edits have to match the beat of the music video to make the video flow. Unlike other media productions the edits have to be precise to the music. If this is not done the video will not make sense and the audience will not enjoy the video because it will not flow. I edited a set of shots of people in costumes to the a rap song with a steady beat.
Cutting to the beat
When creating the music videos the clips have to cut at the beat. This is done to help the videos flow and make sense . If it was not cut to the beat the cuts will look out of place which would have made the music video look confusing. The song has a contuial beat throughout it which the clips has to match up to. If the cuts were between the beats ,the video will look unfinished and unprofessional. I marked the beats of the song on the time line , putting the marker at each beat Then cut each of the clips of the video I wanted, to the size of the gap between one or more beats. Then put the clips in the gap.
Split Screen
Split Screen is a tool people use in their music to put more than one shot on screen. This is used for two reasons. Firstly it is done to make the video more visually dynamic and interesting as there is more than one shot on screen which is not the normal way vidoes are edited so it makes boring shots more visually dynamic. Secondly it is done to make have assocation with each other and show that these events are happening at the same time. Cut screens are reached by layering 1 or more shots on top of each other in the timeline the select the top layer and resize the shots , them contue with the rest of the shots till they are all on screen together.
When creating videos espeaccly music videos other effects can be added , which each dose something to change shots or edits altering their origninal look. Each Effect have different look and have different effects so each effect is used in a differnt way. This is done to make shots either more visually dynamic or to make i esaer to view. If this was not done the shots could either be boring or hard to view what is happening on screen. Examples of effect that i used is the ligterning effect and colour distortion. To put the effects on a shot you have to select the shot and choose the effects you want, then drag them on to that clip , finally toggle the effects intensity.
Cutting to the beat
When creating the music videos the clips have to cut at the beat. This is done to help the videos flow and make sense . If it was not cut to the beat the cuts will look out of place which would have made the music video look confusing. The song has a contuial beat throughout it which the clips has to match up to. If the cuts were between the beats ,the video will look unfinished and unprofessional. I marked the beats of the song on the time line , putting the marker at each beat Then cut each of the clips of the video I wanted, to the size of the gap between one or more beats. Then put the clips in the gap.Split Screen
Split Screen is a tool people use in their music to put more than one shot on screen. This is used for two reasons. Firstly it is done to make the video more visually dynamic and interesting as there is more than one shot on screen which is not the normal way vidoes are edited so it makes boring shots more visually dynamic. Secondly it is done to make have assocation with each other and show that these events are happening at the same time. Cut screens are reached by layering 1 or more shots on top of each other in the timeline the select the top layer and resize the shots , them contue with the rest of the shots till they are all on screen together.
Special Effects
When creating videos espeaccly music videos other effects can be added , which each dose something to change shots or edits altering their origninal look. Each Effect have different look and have different effects so each effect is used in a differnt way. This is done to make shots either more visually dynamic or to make i esaer to view. If this was not done the shots could either be boring or hard to view what is happening on screen. Examples of effect that i used is the ligterning effect and colour distortion. To put the effects on a shot you have to select the shot and choose the effects you want, then drag them on to that clip , finally toggle the effects intensity.Saturday, 7 March 2015
Task Two – Understand the styles and conventions of music videos
Andrew Goodwin exploured conventions of music videos in his bbok "dancing in the distrction factory" in 1929. In this book he explores the convertions of music videos exploring different types of music video and different styles of music video.
Convetion 1: Genre charteristics
His first convenstion explores Genre charectis. This theroy explains that ach genre a certain charetrisitics and features in the video , and each different genre has different features and chareteristics. This is because each differnt gerene have differnt styles of song ,which wouold not fit with anythng ,so the vidoe has to follow certain styles and chreteristics. If this was not done the video would not fit with the song and confuse audiences. An ecample of differnet gerenes with different chareteristics are pop and rock.
An example of a song in the pop genre is Bang Bang , by Jessie J Ariana Grande and Nicki Minaj. The vidoe is very typical for a pop video. The video has very upbeat tempo we fast movements, has a very happy feel with bright colours and summery feel to the music vidoe that is commen in pop videos. Also there is a focus on what they are waering and what the people look like in pop vidoes which is apprant here , with the singeres and extras all being good looking with nice expesnive look clothes to make the video look more expensive. Also the video includes bright lighting and vibrate colours makeing it a uplifting and happy videos to make audences feel happy and enjoy the vidoe more.
opisitly rock music videos have different converntions than pop music vidoes. An example of a roc:k music vidoe is Welcome to the Black Parade by My Chemical Romance. The vidoe is typical for a vidoe in the rock Genre. The vidoe has a very dark and dingy feeling to it. This is done to give the vidoe a atomosphere that matches how the song is.The song is fast which is mirroed by the speed of the vidoe with numrousw edits, number of shots and speed te band is moving whci is common for rock music videos. The vidoe also include the band playing their instuments intime to the song , to show they were the ones who atchualy paly the instuemnts instead of just a backup band. The use of band sequences. Also the vidoe use gothic creepey imagary . These include gas masks and skulls. This is common for rock music vidoes to set a dark tone to the video to match the style of song.
Convention 2: Realation of Lyrics/Music to visual
In this convetion he states that the lyrics of songs realate to the video of that song. This is done to help audences understand the meaning of the song as they get visual of what the song is about.He states there are 3 types of of realtion the song , they are Illsatrate, amplify and condtradict.
Illistartes is when the visual of the music video mirrore what the song is about, so it shows the meaning behind the song and the genre. This is the most common way to use the lyrics as meaning in the vidoe. This is done to show the meaning of the song making it eaisier for audience to undertand the didstsict meaning of the song, which understood might my audeiences enjoy the song more. An exampe of this is Riptide by Vance Joy. In the vidoe the lyrcis are reprsent ted by the vidoe e.g.g when it says rip tide it shows a riptide and "taking to the darkside" , is reorisdetented by someonee getting drsggeed into the dark.
Amplify is when the visual of the music vidoe is used to add more meaning to the song to give a deeper understand of the video. The visuals arent always esiest to understand but dose have a menaing put into it. This is done so the artist can give a greater meaning to the song to help artusist show their true meaning to the song helping audiences understand it more and really take in the meaning. An example of this is "Hall Of Fame" by the Script. The vidoe shows stories following people doing diffenr t skillsincluding Ballet and boxing, and shows them doing amazing showing they will go into the "Hall Of Fame".
Controdict is when the visual of the music vidoe has no realtion and completely ignore the Lyrics. TThis unlike the others is not done to add more meaning to the songv instead it give the creatore creative freedom so the director can put anything in the vidoe help make the vidoe mmore memrobale. An example of this is "Call On Me" by Eric Prydz. The song is calll on me but the vidoe is just women excerscise with one man watching them joingi in which has nothing to do with the lyrics.
Convention 3: Realtion of music to the visual
In this convertion he states that the pace of music is mirrored in the pace of video. It agin comes under three choices , either Illistaraste , amplifies or condradict.
Illistarates is when the visuals of the music vidoes ppace mirroris the pace of the song. Agin this is the most common way use pf the realtion of the pace of song to the video. This is used so the videos pace will match the song so it is understandable to audiences so audiences understand and dont get confused at the different paces. An example of this is Bad By David Guetta. The vidoe is animated so the slow parts of the song have slow movments of the charter like walking, wen it speeds up the vidoe speeds up e.g. the charecter rides a motor bike.
Amplifies is when the pace of the music vidoes is used to make greter menaing to the vidoe. It is done by haveign a song that so far opoosly the pace of the vidoe that it gives it a deeper menaing to the vidoe. The vidoes usally have part that match the spped and parts that do not helping to give it a deeper menaing.This is done to help give the vidoe a deeper meanng that it would normally have if it only matched. This is the hardest as tmost song fall in to either catagory , there are less songs who uses both to get a deeper meaning. An example of this is "Bangarang" by Skrillex. The song has parts that mattch the song byut most they are slower that the song. This is done to opposly show tha true anger and power of the song giveing it a deeper menaing
Controdicts is when the pace of the music video opioses the pace of the song. This is harder for audoences to understand but can be used effecttivly. This lets the director have more creative freedom as he does not neeed to stay in time to music meaning they can put alot more differenrt visuals as there are no focus on pace. Also it lets the director to An example of this is "Witing all Night" by Rudemental. The videos pace dose not match the song as it is a fast song with a slow vidoe. This was done to let the story be told rather than haveing to get it to fit in with the song.
Convention 4: Devlope a style
In the fourth convention he beleives that the recored compamy will tery to create da motife that contines thoughout that artist work. This stsyle is uslaly exploured an show thoughalot of closeups that focus on what there motief is. This is one to give the artist a distict look that audience will recognise so if they see images without seeing the artist they will understand who it is givig the artist a form of brand identity. An example of this Adore Delano. Thoughout her vidoes and live performances she gives out a layed back party girl who wears alot of bright colours and party cloths like dresses and denim shorts. Her look is a very modern punk rock look simmular to artist like Avril Levigne. This can be seen in her vidoes especlly for "Party and "Give me tonight"
Convention 5: Frequent notion of looking
In the fitih convetion he stated that there is a focus of watching and looking in music videos wiehter useing a camera or telescope, in a voyaristic form espcally focuseing on women and there bodies. This done thoughugh the use of the shots and edits that are used to focus women. This is done in music vidoes to increace audiebce intrest because more peoopke would watch a music vidoe with women dressed procatively esppeaclty with male audiences. In these vidoes it features women with little cothes on acting sexualyy with the camera focusing on these. This relties to Laura Mulvey's idea of the male gaze and the creators get us to look at the women to get us more intrest in the video. An example of this is Lady Marmalde by Cristina Agulara, Pink, Mya ,Lil Kim. The Video features all four singler dressd in Underwar and oursetes clothing danceing in a sexual way rubering their body alot. The video focuses on the women with alot of low angle midshots to get tgier whole body in and editied to show atleast one women on each shot. This uses his theory as the video gretly focuses on the women thoughout it.
Convention 6:Intertexual Refrences
In the fianl convention he states that music vidoes use intertxual refeneces to other medias includeing movie and tv. This can be seen though the story of the vidoe shots in the video costumes or props. This done to increace audience intrest as they will see a refenrece to something else they like from other medias and get more intresete in whats atcually hppening. These videos can either have the refrences obviolse or more hidden to audences which means audieces are going to want to find te refenrces in the vidoe makng them enjoy it more. An example of this is the song Moment for life by Nicki Minaj. The vidoes story is based off the Cinderella fairytale. The vidoe features a fairy godmother played by Nicki , Cinderlla again played by Nicki and prince charming plqayed by Drake, with the video takeing place at a ball. The video even uses the storys ideas of the fairy godmother helping her and the help ends ate midnight , but in this video she dose not change back. This is done as people watching the video will see its refence and recoginse where it came from and increace audence intrest.
Along with Andrew Goodwins ideas, there are different forms of music vidoes. These include Digital, Stop Motion animation, in concert , studio based and Cinaematic. Digital Forms of vidoe is the normal form of vidoe with clips being editing together in a normal way with nothing different in the video. This is the most common version. This is done to just showcase the song as the vidoe does not distract auduces from it. Stop motion music vidoes is when a series of images are editited together to make the images move. This can be done useing many different imagry including makeing anaimantaed object move or useing props that were made for the vidoe to move e.g. out of plastecine. This is done to create movement in object that otherwise would not move and to increce audiebce intrest as it is not a convetinal methoid for makeing videos making the video ore memberable. An example of this is Son Lux song Change is everything. The video useise a set of pins to firm pictures withch are pitured then all put totgrt to form the vidoe. This was done to show the imagery of the son in a different way to make audenes more intrested.
Another form of music video is in concert. this is when the vidoe uses clips or is focsed on a concert by the artist. This is done to give audne to either remebr when they went and saw an artist or feel like they went to see the artist. This also means that the video is not distracting to audences because there is no ovarching story line in the video that will distract ausdunces so they focus on the song as it only features shot from a concert. An example of this is cheers drink to that By Rhianna. The vidoe focuses on her Loud tour in 2010 with all hots being taken form that tour , with audneces vioces even being used in bothe the vidoe and song.
Another form of video is a studio based music video. This is when the vidoe iis shot in a shown to obviously filmed in a studio. This is done for two reasons, firstly for control as you dont have to worry about any problems of the outside wiorld like people or the weather and you can control what is atchually i the background which coulfdnot be as controlled if it was not in a studio. Secondly you can use diffent tchnologies like better lighting and green screen which cold not be used out side as succesfully. An example of this is Foxes Let it go for tonight. The video is nearly all filed in a white studio with paint being thrown ateound whih coud not have been reached in a open palce.
The final form of music vidoe is a cinematic video . This is when the music video focuses of a story that runs thoughou the vidoe that which has a egginng and end in the music video rather than haveing shots of the chareters justing singing or danceing. This is done to increace audence intrest in the video as audences have a story to follow in the vidoe rather than just shots witch audences will want to find out what happpens meaning that they will pay attention to the video more. An example of this is the song One Last Time By Ariana Grande. The song has avideo tat focuses on the end of the world. This is done to acratect intrest in the video as audence want to find out what happens to the singer. This also comes under the cinamatic style of narritve
There is also different styles of video these include imprssonist, surrealist,pastische, parody Hommage and intertexual. Impressionist is when
Another style of video is surrealist. This is when the video uses imagryt random that is not realted to what is already happening ,the images are jextabotioned with what is alredy on screen . This is done to give the craators freedom so they can put what they wnt to put in the video. This is not used by many directors because it is harder to creat a meaning in a video. An example of this is My Head Is A Jungle by Wanklemutt. The video includes the surrea imaagry of flying coins and people in washing machines.
Another vidoe style is pasch. This is when a music vidoe uses imsgry nd style off previouse time pireods and generatitions in the video thoroght the mise en scene costumes props and cast. This is done to give the video a nostgiac and old feel which would make a vidoe more unique ompelling more audnences to watch it. It is also di=ne to help mach a song to a pirod tha would seem more propriate for the video. An example of this is National Anthem by Lana Del Rey. The video ises a 60's style in the video. The vidoe uses costmes and props appropriate to the time piroed and even uses stock footage of the presednet John F Kennedy as the video centere around him giving it more og a 60's style.
Another style of music video is parody. This is whne a music video uses a media producet that alredy exists uses houmur to mock the media product in the music vidoe. This is done by taking parts or all of the media product and changeing it to make it humorouse. This is done for both a humour purose and to get audience to recongise the video or song to get audnece so they want to see what spin the director has put on it. An example of this is Blurred Bynes by DWV. The vidoe takes the song and vidoe of Blurred Lines by Robin Thicke and changes it to aplly to Amanda Bynes a she was haveing a public meltdown at the time the song was realceced giveing the vidoe humour. This was done to both mock the song and Amnda Bynes making a successful parody video.
Another style of music video is Hommarge. This is when a music vidoe takes a media product , but instsed of mocking it , it pays tribute to that particuar product. This is done to show the directors love for perticualr media products so want to pay tribute to it by usieng images or ideas in the video. Thi is seen in the style the images costumes props and cast. An example of Hommarge is Fancy by Iggy Azelela. The music video uses the film clueless as the baiss of the video with chareters style costmes props and story.
The final style of music vidoe is intertealy. This is when a vidoe uses references from other medias witout that being the focse of the vidoe. This is only is seen in a costume or image so is only there as a reference rather than a focus. This igive audience a notstalgia or help entertain audences with out it being too distratc to much. An example of this is Alejahanjro by Lady Gaga. The vidoe uses costumes simmalr to ones originally worn by Moadonna to pay Hommarge to he and her style.
Convetion 1: Genre charteristics
His first convenstion explores Genre charectis. This theroy explains that ach genre a certain charetrisitics and features in the video , and each different genre has different features and chareteristics. This is because each differnt gerene have differnt styles of song ,which wouold not fit with anythng ,so the vidoe has to follow certain styles and chreteristics. If this was not done the video would not fit with the song and confuse audiences. An ecample of differnet gerenes with different chareteristics are pop and rock.
An example of a song in the pop genre is Bang Bang , by Jessie J Ariana Grande and Nicki Minaj. The vidoe is very typical for a pop video. The video has very upbeat tempo we fast movements, has a very happy feel with bright colours and summery feel to the music vidoe that is commen in pop videos. Also there is a focus on what they are waering and what the people look like in pop vidoes which is apprant here , with the singeres and extras all being good looking with nice expesnive look clothes to make the video look more expensive. Also the video includes bright lighting and vibrate colours makeing it a uplifting and happy videos to make audences feel happy and enjoy the vidoe more.
opisitly rock music videos have different converntions than pop music vidoes. An example of a roc:k music vidoe is Welcome to the Black Parade by My Chemical Romance. The vidoe is typical for a vidoe in the rock Genre. The vidoe has a very dark and dingy feeling to it. This is done to give the vidoe a atomosphere that matches how the song is.The song is fast which is mirroed by the speed of the vidoe with numrousw edits, number of shots and speed te band is moving whci is common for rock music videos. The vidoe also include the band playing their instuments intime to the song , to show they were the ones who atchualy paly the instuemnts instead of just a backup band. The use of band sequences. Also the vidoe use gothic creepey imagary . These include gas masks and skulls. This is common for rock music vidoes to set a dark tone to the video to match the style of song.
Convention 2: Realation of Lyrics/Music to visual
In this convetion he states that the lyrics of songs realate to the video of that song. This is done to help audences understand the meaning of the song as they get visual of what the song is about.He states there are 3 types of of realtion the song , they are Illsatrate, amplify and condtradict.
Amplify is when the visual of the music vidoe is used to add more meaning to the song to give a deeper understand of the video. The visuals arent always esiest to understand but dose have a menaing put into it. This is done so the artist can give a greater meaning to the song to help artusist show their true meaning to the song helping audiences understand it more and really take in the meaning. An example of this is "Hall Of Fame" by the Script. The vidoe shows stories following people doing diffenr t skillsincluding Ballet and boxing, and shows them doing amazing showing they will go into the "Hall Of Fame".
Controdict is when the visual of the music vidoe has no realtion and completely ignore the Lyrics. TThis unlike the others is not done to add more meaning to the songv instead it give the creatore creative freedom so the director can put anything in the vidoe help make the vidoe mmore memrobale. An example of this is "Call On Me" by Eric Prydz. The song is calll on me but the vidoe is just women excerscise with one man watching them joingi in which has nothing to do with the lyrics.
Convention 3: Realtion of music to the visual
In this convertion he states that the pace of music is mirrored in the pace of video. It agin comes under three choices , either Illistaraste , amplifies or condradict.
Illistarates is when the visuals of the music vidoes ppace mirroris the pace of the song. Agin this is the most common way use pf the realtion of the pace of song to the video. This is used so the videos pace will match the song so it is understandable to audiences so audiences understand and dont get confused at the different paces. An example of this is Bad By David Guetta. The vidoe is animated so the slow parts of the song have slow movments of the charter like walking, wen it speeds up the vidoe speeds up e.g. the charecter rides a motor bike.
Amplifies is when the pace of the music vidoes is used to make greter menaing to the vidoe. It is done by haveign a song that so far opoosly the pace of the vidoe that it gives it a deeper menaing to the vidoe. The vidoes usally have part that match the spped and parts that do not helping to give it a deeper menaing.This is done to help give the vidoe a deeper meanng that it would normally have if it only matched. This is the hardest as tmost song fall in to either catagory , there are less songs who uses both to get a deeper meaning. An example of this is "Bangarang" by Skrillex. The song has parts that mattch the song byut most they are slower that the song. This is done to opposly show tha true anger and power of the song giveing it a deeper menaing
Controdicts is when the pace of the music video opioses the pace of the song. This is harder for audoences to understand but can be used effecttivly. This lets the director have more creative freedom as he does not neeed to stay in time to music meaning they can put alot more differenrt visuals as there are no focus on pace. Also it lets the director to An example of this is "Witing all Night" by Rudemental. The videos pace dose not match the song as it is a fast song with a slow vidoe. This was done to let the story be told rather than haveing to get it to fit in with the song.
Convention 4: Devlope a style
In the fourth convention he beleives that the recored compamy will tery to create da motife that contines thoughout that artist work. This stsyle is uslaly exploured an show thoughalot of closeups that focus on what there motief is. This is one to give the artist a distict look that audience will recognise so if they see images without seeing the artist they will understand who it is givig the artist a form of brand identity. An example of this Adore Delano. Thoughout her vidoes and live performances she gives out a layed back party girl who wears alot of bright colours and party cloths like dresses and denim shorts. Her look is a very modern punk rock look simmular to artist like Avril Levigne. This can be seen in her vidoes especlly for "Party and "Give me tonight"
Convention 5: Frequent notion of looking
In the fitih convetion he stated that there is a focus of watching and looking in music videos wiehter useing a camera or telescope, in a voyaristic form espcally focuseing on women and there bodies. This done thoughugh the use of the shots and edits that are used to focus women. This is done in music vidoes to increace audiebce intrest because more peoopke would watch a music vidoe with women dressed procatively esppeaclty with male audiences. In these vidoes it features women with little cothes on acting sexualyy with the camera focusing on these. This relties to Laura Mulvey's idea of the male gaze and the creators get us to look at the women to get us more intrest in the video. An example of this is Lady Marmalde by Cristina Agulara, Pink, Mya ,Lil Kim. The Video features all four singler dressd in Underwar and oursetes clothing danceing in a sexual way rubering their body alot. The video focuses on the women with alot of low angle midshots to get tgier whole body in and editied to show atleast one women on each shot. This uses his theory as the video gretly focuses on the women thoughout it.
Convention 6:Intertexual Refrences
In the fianl convention he states that music vidoes use intertxual refeneces to other medias includeing movie and tv. This can be seen though the story of the vidoe shots in the video costumes or props. This done to increace audience intrest as they will see a refenrece to something else they like from other medias and get more intresete in whats atcually hppening. These videos can either have the refrences obviolse or more hidden to audences which means audieces are going to want to find te refenrces in the vidoe makng them enjoy it more. An example of this is the song Moment for life by Nicki Minaj. The vidoes story is based off the Cinderella fairytale. The vidoe features a fairy godmother played by Nicki , Cinderlla again played by Nicki and prince charming plqayed by Drake, with the video takeing place at a ball. The video even uses the storys ideas of the fairy godmother helping her and the help ends ate midnight , but in this video she dose not change back. This is done as people watching the video will see its refence and recoginse where it came from and increace audence intrest.
Along with Andrew Goodwins ideas, there are different forms of music vidoes. These include Digital, Stop Motion animation, in concert , studio based and Cinaematic. Digital Forms of vidoe is the normal form of vidoe with clips being editing together in a normal way with nothing different in the video. This is the most common version. This is done to just showcase the song as the vidoe does not distract auduces from it. Stop motion music vidoes is when a series of images are editited together to make the images move. This can be done useing many different imagry including makeing anaimantaed object move or useing props that were made for the vidoe to move e.g. out of plastecine. This is done to create movement in object that otherwise would not move and to increce audiebce intrest as it is not a convetinal methoid for makeing videos making the video ore memberable. An example of this is Son Lux song Change is everything. The video useise a set of pins to firm pictures withch are pitured then all put totgrt to form the vidoe. This was done to show the imagery of the son in a different way to make audenes more intrested.
Another form of music video is in concert. this is when the vidoe uses clips or is focsed on a concert by the artist. This is done to give audne to either remebr when they went and saw an artist or feel like they went to see the artist. This also means that the video is not distracting to audences because there is no ovarching story line in the video that will distract ausdunces so they focus on the song as it only features shot from a concert. An example of this is cheers drink to that By Rhianna. The vidoe focuses on her Loud tour in 2010 with all hots being taken form that tour , with audneces vioces even being used in bothe the vidoe and song.
Another form of video is a studio based music video. This is when the vidoe iis shot in a shown to obviously filmed in a studio. This is done for two reasons, firstly for control as you dont have to worry about any problems of the outside wiorld like people or the weather and you can control what is atchually i the background which coulfdnot be as controlled if it was not in a studio. Secondly you can use diffent tchnologies like better lighting and green screen which cold not be used out side as succesfully. An example of this is Foxes Let it go for tonight. The video is nearly all filed in a white studio with paint being thrown ateound whih coud not have been reached in a open palce.
The final form of music vidoe is a cinematic video . This is when the music video focuses of a story that runs thoughou the vidoe that which has a egginng and end in the music video rather than haveing shots of the chareters justing singing or danceing. This is done to increace audence intrest in the video as audences have a story to follow in the vidoe rather than just shots witch audences will want to find out what happpens meaning that they will pay attention to the video more. An example of this is the song One Last Time By Ariana Grande. The song has avideo tat focuses on the end of the world. This is done to acratect intrest in the video as audence want to find out what happens to the singer. This also comes under the cinamatic style of narritve
There is also different styles of video these include imprssonist, surrealist,pastische, parody Hommage and intertexual. Impressionist is when
Friday, 27 February 2015
Task One – Understand the purpose of music videos
Music videos are an important part of a music production having numerous uses for production. It has now become important for a video to be released to accompany every single when it is released. There are numerous reason for music reason.
Availability of artist
Availability of a artist is one of the first reasons for music videos. The his first started in 1964 with the Beatles. They released a feature film featuring them called "A Hard Days Night" which showed their lives as a celebrity including being chased by fans. This lead them to released promotional videos for broadcast. This was done because the Beatles could not be at every show and country to promote the song this can be shown to still promote the song. For the audience this is good because they can still hear their favourite songs but the artist dose not need to be there. This helps the artist as well because for any reason if the artist can not be there there video can still be promoted keep the fan base entertained.
Before the introduction of the promo videos ,if the artist was unavailable for a Tv appearance on such shows as Top of the pops a group of dancers would dance to the song that could not be preformed. An example of this Pans People. They were an all girl dance group who danced in tight clothing to songs in the 70's. They usually appeared at least once a week. This was good for the artist because the song will still be promoted to audiences keeping the sales up. This was also good for the audience because they got to hear there favorite song preformed with something happerning on screen. But the audience Would not be able to see there favorite artist . Another problem is that pan's people would keep being used so they became monotonous and bored audiences.
The promonatnt use of music videos began only started in 1975. The first major promotional vidoes was Queen's Bohemian. Since then it has become general pracrtice to realcse a music video for your song. These videos were espeally important in the 1970's on top of the pops. As I have mentioned if the artist was not there pans people would dance over the song which was disliked by the band and audience. It also meant that the band could avoid miming such a complex song.
The main reason for the creation of a music video is to be a promotion of a artist or song. It used as an advertisement for the artist to attract people to view the artist. The video itself illustrated the song to show an extra layer of the song to audiences. This advertisement platform is important to music artist because it attracts the audience to view them increase money and fame they receive from the video. A good example of this is PSY's Gangnam Style. The song would not usually be successful especially in the western market. This is due to the quality of the song and it is in korean. This means that usually it would not become popular, but it has received 2 Billion views on youtube , which is the most ever. This is due to the video. It includes a dance routine which had become very popular , and the videos includes comedic visuals which audiences enjoy. This has made PSY famous alog with the song and dance. This package is the reason that it has become this popular with audiences raiseing it to it's current staus. This all has happen due to the video .
Creating a brand
Artist are not usually just sold as themselves, they are actually sold as a brand the music videos is part of the foundation and a product of the brand. This is an important part of promoting an artist because it means that the audience buy into this brand. The two main features of the brand , is the look, and the mise en scene creating an overall image. This image has to carry on thoughout everything including songs, live performance and music videos. I n some case the image of an artist is more important than the quality of the music itself. An example of this is the Spice Girls. The Spice Girls were a nighties girl band featuring 5 female singers. Each of the singer has there own different identy and distic personilty. These include posh , sporty and scary. These identies were important to the popularty of of the bamd. This is due to audiences haveing a choice of who they want to support. The aduience of youg girls identified themseleves with each of the spice girls with everyone haveing a favorite one. The image was very important for audiences , so much so their singing ability was not as important. This help generate a profit as well though the merchendise.
But this is not always the case. In some case the image of the artist has little to do with popularty of the music. Some artist have no defineable image , this means there is nothing that could relate to the music so there ias a sense of musical freedom. This is important to some audiences because there is not a vast amout of image that can cover the musican which could oversadow the music itself. An example of this is Ed Sheeran. He has the image of a rugged messy giner men on a gutair. There is no strog image or shocking motef which would overshadows his music. He has a simple image and wears normal clothes which means that his music is the forefront of everything. Which is part of the popularity.
Marketing an image
Like i've mentioned alot of artist are marketed on their image to increace views and intrest of an artist. This can be seen in the singers Lady Gaga and Adele . Both have oppiste images but both uses their image to sell themseleves and a product.
Lady Gaga Image is a very bright vibrant artistic and extream. The image is portrayed though many mediums , these include her extream style , her ilabrate live preformances, her music and artistic music videos. This is used to gerenate intrest in her and excite audience with what is happerning. It is also used to make people talk about her. This image is important to audiences because it helps ideteify her so if they see a videos useing her image they will know it is her. If this image was not there the audiemce would not be able to recongise her as an artist only hear her songs , which means she might not have become as popular because her image is one of the main parts that are rembered. The image portrayed in the videos are simmular in the fact they are avant-garde and full of clour and fashion. Audiences will see the dynamic fashion and bright colours and know it is her. This can be seen in her video for her song G.U.Y. The video includes a full dance routens, 13 different outfits , a illbareate story and a great varitation in the mise en scene.
Coversly Adele has the oppisite image. Adele's image is more calm, soulful and basic. She is viewe as a normal women , who's going though a breakeup , trying to show her as an every women, so womne might realte to her. This is shown though all her mediums , from songs , live performances and music videos. Compared to lady gaga her vidoes are very plan and basic , with normal clothes and no dynamic mise en scene. Her vidoes also does not include any dance routeens or a full story. Even her actions are calm and slow. Even though it dose not look like there is a real image for Adele, this is actually the image that is created for her. The audience will see this image and see Adele as a down to earth and a every women , trying to get audiences to realte to her. If this image was more it extream it wuld not match the songs mood , so would be out of place meaning audience would be confused. This can be seen in the video for the song Rolling in the deep. The video consits of her sitting down in a chair singing, with little movement, very plan coulors and no over arching story.
Extension of income
Music videos are not used just to market a artist, they can be also used to market a artist merchendise. Artists don't just bring out songs and albums , they bring out merchendise to accompany them. These include T-shirts , posters , perfume and hoodies. Artists advertise these product though different medias including adverts posters and in their music videos. This is done to advertise the products to incrace sales of these products. This can be seen in the the videos for Christana Agularia's song Not Myself Tonight. In the music video she has a shot of her perfume. This is done to advertise her perfume to get audience to buy the perfume . The shot has nothing to do with the video but used as a advertisng tool. This is important to extend income of the video.
Britney Speres also uses her medias to advertise her prodeucts including perfumes. She like Christina advertiseres her own producets to increace profits of her prodects as she has 16 perfumes to sell. The audiences will see these perfumes and be encouraged to buy them. She includes her perfumes in numoriuse videos. In the videos for Crimainal two of her perfumes are shown, and there is a shot of her useing one of them . The vidoes also adverttise many other products includieng swarovski , citroen and casio. This is used to extaend income because she gets paid to include the products in the video. E.g. she got paid 500,000 for products in one videos.
She also does this in the videos for Work Bitch. She again includes her perfumes to advertise it to increace profits.
Music video are also important to exandeding the outlets. This is because the music vidoes give artsits different places they can be seen because as the video spreads on to more than one platform. This helps audiences to acsess the music videos easier which means that views will incracrse, increaceing profits. The more th
e vidoes is seen the increades chance of audieces becomeing fans.
Synergy
Another use of the music videos is synergy. Synergy is when two forms of media come togther to make a project or parts of a project. This is done two increace views of each others forms of media because the opeople viewing one part of the project will likely view the other. The audience see the one production that includes the other and want to view the other, so they both premote each other. In both medias they will feature the other one premoting them both. An exaple of this is the film Machete Kills and the Lady Gaga Song Aura. The lyric video for the song includes scenes from the film, and the film features Lady Gaga herself and the song is both featured in the tralier and the music video. Both the film and Gaga both are in agreement to advertise each other to premote each other to incrace virews. The cross over meand Lady Gaga Fnws wil more likely see the film and the film watcher will hear th e siong and might like it.
The introduction of the new medias that show the music videos has had increacsed exsposure greatly for artists but there has also been a downside. Now that there is all of these online services they be be acesed nearly everywhere, the music channel has become more redunt than before. Now audiecnes can instantly view ad download music in a way they have not been able too before. This means more people are chooseing to watch videos on there computers and other devices rather than watching tv. This can be evedently seen with the end of Tops of the pops in 2006 with only a christmas and new years show each year showing that new medias are killing television music.
Producers statagies
There are 3 main ways an artist can be produced, these are major labael, Independent and self Produced. There are diffenrt reasons why you would pick each of the three ways. The music video is used in differnet ways for each type of form but it a inportant part of each of the ways. For an audience haveing these diffent ways is important because there is not one type of artist so there is more of a range.
Major Label
The first type of producer is a major labe. A Major Label is a big Multi national copraration who represent numorose mainstream artists and bands thoughout there carrees. They do not just stay in one genere of type of artist they reprsent any artists.Also know as the majors they are part of conglomarates that also run other media compnies like tv and film. The audiences view the granduare of the prodecners and artists which can shape there opinion. Examples of Majors are Universal , EMI, Sony and Warner brothers. Most of the majors own or lisences small subsidary companies to expand audiences so there music spreads more. The subsiary compnies are there to mange artistss of different generes of music. The audience willlike an artists , then could look for simmilar arytists , haveing the subsidary hels show advertise and run differnt artists. This helps reach more audiences increacing views and support , so a artist gets more exposure. Major Lables also own smaller susbsisdary record companies that mange artsists. This is done to raech different generes of music . This is done as a coglomarte host a raqnge of artsist who also own a smaller lable that only deqal with each generen. This is done to help them reach different kinds of auidence to increced audiwences as they see one artsist on the small lable, then look to more artsist on that lable. These major lables include Cloumbia,island Rac, Virgin and Sycho. The purpose of the music for the major lables is online presecne which helps gain profits though advertistment. One stargey of the Majorlables is to spread music online though platforms like Vevo. Formed in 2009 it host the music videos of 3 of the 4 big lables (universal,EMI and Warner). This si doentr o spread the music onlinme as Vevo is a big platformm for music and many aduences go htere to find new music causeing the music to spaerd genrating more profits for the lables.
Independent
The second producer of music is the indepent. These companiees have little finacal support or connection to major lables. These independnts are assoctied more with speaclised gereners of music with alot less fame and mass audiences. The ide3pemnts see the lack of lables for the less supported genres and form a group for these artsits. These gerenes include hip hop, dance and rap. This is done to gain audiences for the artist in theese genres who would not have mass support to increace these fame causeing a incrace of audience , giveing the companies more profits. An example of this is spinning reocrds. They are company who reperesnts Dj's in the dance and house genres and prodeces these Djs carees. They also run a majement company Music All stars Mnegemnt and mange the artsts. Artist under this lable include Calvin Harris and Tiesto. Indepent lables dont just there the music as advertisment or online presence, they see it as an art form which can espaclly be seen in there music videos. This is because they are a samller company so can focus on the artist and tthere music only rather than laods of different productions liek a major lable , so can be more creactive in there music, The music vidseos are used not just for the music but a way for new directors to create there work on a bigger more viewed scale helping up and comeing directors.
Chris Cunningham is an example of these directors. He made his dircting debut on the msuic vedieo "come to daddy" by Apex Twin in 1997. It is seen as both a brittlent music vidoe with high praise , and a controversal one with countires banning it ofr its content. This msuic video was a stepping stone as he contuied on to making advertisment and films which would not have happend if it was not for the Music video.
Spike Jones is another example of a director becomeing famous though making music videos. His carre stated when he made the music videos for "Parise you" and "The Rockafella Skank". This lead him to bcome a Dirctor producer screen writer and a actor , producing films like "Being John Malckavich" in 1999 and "Her" in 2013 again which would not have happen without these vidoes.
Artist self produced
Unlke Major lables, or Indpendtes the self produced artsist have a relativley low budgets and stars as unknow to the world doing all their videos without support from big companys. They usally start off on youtube makeing and filming their own vidoes with the populartiy gaibed on the own though socail meida and the internet. This gives artist who don't have the oppituinties or finances of other artists so can not afford the advertisment and protuction of the big companies so have to prodce the vidoes thems selves give anyone the oppitinity to gain fame. Making a music video is vital for the soread of the arrtist in the early caree so they can gain fame. Youtube give the oppitunitty for artist have there music spread causeing vidoes to go viral , due to Youtube featured video section n the home page.
An example of this is is the music DWV who post all there own music videos on youtube with out help form the Mjaor Lables or Indepemmntdents. They create there own vidoes to song they have written them seleves. The Groupe features three drag queens who gained succes though there online precence and there apperence on the reality competion "Rupaul's Drag Race". Since then they posted numorouse songs filmed and prodeced themselves which lead to tours singles and awards. Being self prodeced helped them gain fame though more online precense rather than being pubblic realsced which could have not been as successful.
Availability of artist
Availability of a artist is one of the first reasons for music videos. The his first started in 1964 with the Beatles. They released a feature film featuring them called "A Hard Days Night" which showed their lives as a celebrity including being chased by fans. This lead them to released promotional videos for broadcast. This was done because the Beatles could not be at every show and country to promote the song this can be shown to still promote the song. For the audience this is good because they can still hear their favourite songs but the artist dose not need to be there. This helps the artist as well because for any reason if the artist can not be there there video can still be promoted keep the fan base entertained.
The main reason for the creation of a music video is to be a promotion of a artist or song. It used as an advertisement for the artist to attract people to view the artist. The video itself illustrated the song to show an extra layer of the song to audiences. This advertisement platform is important to music artist because it attracts the audience to view them increase money and fame they receive from the video. A good example of this is PSY's Gangnam Style. The song would not usually be successful especially in the western market. This is due to the quality of the song and it is in korean. This means that usually it would not become popular, but it has received 2 Billion views on youtube , which is the most ever. This is due to the video. It includes a dance routine which had become very popular , and the videos includes comedic visuals which audiences enjoy. This has made PSY famous alog with the song and dance. This package is the reason that it has become this popular with audiences raiseing it to it's current staus. This all has happen due to the video .
Creating a brand
Artist are not usually just sold as themselves, they are actually sold as a brand the music videos is part of the foundation and a product of the brand. This is an important part of promoting an artist because it means that the audience buy into this brand. The two main features of the brand , is the look, and the mise en scene creating an overall image. This image has to carry on thoughout everything including songs, live performance and music videos. I n some case the image of an artist is more important than the quality of the music itself. An example of this is the Spice Girls. The Spice Girls were a nighties girl band featuring 5 female singers. Each of the singer has there own different identy and distic personilty. These include posh , sporty and scary. These identies were important to the popularty of of the bamd. This is due to audiences haveing a choice of who they want to support. The aduience of youg girls identified themseleves with each of the spice girls with everyone haveing a favorite one. The image was very important for audiences , so much so their singing ability was not as important. This help generate a profit as well though the merchendise.
Marketing an image
Like i've mentioned alot of artist are marketed on their image to increace views and intrest of an artist. This can be seen in the singers Lady Gaga and Adele . Both have oppiste images but both uses their image to sell themseleves and a product.
Lady Gaga Image is a very bright vibrant artistic and extream. The image is portrayed though many mediums , these include her extream style , her ilabrate live preformances, her music and artistic music videos. This is used to gerenate intrest in her and excite audience with what is happerning. It is also used to make people talk about her. This image is important to audiences because it helps ideteify her so if they see a videos useing her image they will know it is her. If this image was not there the audiemce would not be able to recongise her as an artist only hear her songs , which means she might not have become as popular because her image is one of the main parts that are rembered. The image portrayed in the videos are simmular in the fact they are avant-garde and full of clour and fashion. Audiences will see the dynamic fashion and bright colours and know it is her. This can be seen in her video for her song G.U.Y. The video includes a full dance routens, 13 different outfits , a illbareate story and a great varitation in the mise en scene.
Extension of income
Music videos are not used just to market a artist, they can be also used to market a artist merchendise. Artists don't just bring out songs and albums , they bring out merchendise to accompany them. These include T-shirts , posters , perfume and hoodies. Artists advertise these product though different medias including adverts posters and in their music videos. This is done to advertise the products to incrace sales of these products. This can be seen in the the videos for Christana Agularia's song Not Myself Tonight. In the music video she has a shot of her perfume. This is done to advertise her perfume to get audience to buy the perfume . The shot has nothing to do with the video but used as a advertisng tool. This is important to extend income of the video.
Britney Speres also uses her medias to advertise her prodeucts including perfumes. She like Christina advertiseres her own producets to increace profits of her prodects as she has 16 perfumes to sell. The audiences will see these perfumes and be encouraged to buy them. She includes her perfumes in numoriuse videos. In the videos for Crimainal two of her perfumes are shown, and there is a shot of her useing one of them . The vidoes also adverttise many other products includieng swarovski , citroen and casio. This is used to extaend income because she gets paid to include the products in the video. E.g. she got paid 500,000 for products in one videos.She also does this in the videos for Work Bitch. She again includes her perfumes to advertise it to increace profits.
 |
| Britney again shows her perfume. |
 |
| Advertises her new residency show in las Vagas |
 |
| Advertises a big casino in Vagas |
 |
| Paid advertismrent of the speaker beats pill |
 |
| Advertises a car |
e vidoes is seen the increades chance of audieces becomeing fans.
Synergy
Another use of the music videos is synergy. Synergy is when two forms of media come togther to make a project or parts of a project. This is done two increace views of each others forms of media because the opeople viewing one part of the project will likely view the other. The audience see the one production that includes the other and want to view the other, so they both premote each other. In both medias they will feature the other one premoting them both. An exaple of this is the film Machete Kills and the Lady Gaga Song Aura. The lyric video for the song includes scenes from the film, and the film features Lady Gaga herself and the song is both featured in the tralier and the music video. Both the film and Gaga both are in agreement to advertise each other to premote each other to incrace virews. The cross over meand Lady Gaga Fnws wil more likely see the film and the film watcher will hear th e siong and might like it.
Producers statagies
There are 3 main ways an artist can be produced, these are major labael, Independent and self Produced. There are diffenrt reasons why you would pick each of the three ways. The music video is used in differnet ways for each type of form but it a inportant part of each of the ways. For an audience haveing these diffent ways is important because there is not one type of artist so there is more of a range.
Major Label
Independent
The second producer of music is the indepent. These companiees have little finacal support or connection to major lables. These independnts are assoctied more with speaclised gereners of music with alot less fame and mass audiences. The ide3pemnts see the lack of lables for the less supported genres and form a group for these artsits. These gerenes include hip hop, dance and rap. This is done to gain audiences for the artist in theese genres who would not have mass support to increace these fame causeing a incrace of audience , giveing the companies more profits. An example of this is spinning reocrds. They are company who reperesnts Dj's in the dance and house genres and prodeces these Djs carees. They also run a majement company Music All stars Mnegemnt and mange the artsts. Artist under this lable include Calvin Harris and Tiesto. Indepent lables dont just there the music as advertisment or online presence, they see it as an art form which can espaclly be seen in there music videos. This is because they are a samller company so can focus on the artist and tthere music only rather than laods of different productions liek a major lable , so can be more creactive in there music, The music vidseos are used not just for the music but a way for new directors to create there work on a bigger more viewed scale helping up and comeing directors.
Chris Cunningham is an example of these directors. He made his dircting debut on the msuic vedieo "come to daddy" by Apex Twin in 1997. It is seen as both a brittlent music vidoe with high praise , and a controversal one with countires banning it ofr its content. This msuic video was a stepping stone as he contuied on to making advertisment and films which would not have happend if it was not for the Music video.
Spike Jones is another example of a director becomeing famous though making music videos. His carre stated when he made the music videos for "Parise you" and "The Rockafella Skank". This lead him to bcome a Dirctor producer screen writer and a actor , producing films like "Being John Malckavich" in 1999 and "Her" in 2013 again which would not have happen without these vidoes.
Artist self produced
Unlke Major lables, or Indpendtes the self produced artsist have a relativley low budgets and stars as unknow to the world doing all their videos without support from big companys. They usally start off on youtube makeing and filming their own vidoes with the populartiy gaibed on the own though socail meida and the internet. This gives artist who don't have the oppituinties or finances of other artists so can not afford the advertisment and protuction of the big companies so have to prodce the vidoes thems selves give anyone the oppitinity to gain fame. Making a music video is vital for the soread of the arrtist in the early caree so they can gain fame. Youtube give the oppitunitty for artist have there music spread causeing vidoes to go viral , due to Youtube featured video section n the home page.
Subscribe to:
Comments (Atom)