Showing posts with label Video Research. Show all posts
Showing posts with label Video Research. Show all posts

Monday, 23 January 2012

Model 2... Glenn

As said in the previous post, our original model Jack pulled out in helping us with the filming so we had to find someone else, and we found Glenn! Glenn is a member of a band called Go-Zilla where him and 2 others write and perform their own songs as well as doing covers of others.  As well as musicians, the group make their own music videos so I thought it might help listening to and watching what they have created to see if we could gain any more inspiration. The video I looked at is a cover by singer/songwriter Ke$ha. The song is called Blow.
Although Glenn is not in the video much and doesn't actually sing anything, it shows that he is willing to do anything to promote himself and his band.

Glenn is a keen drummer, guitarist and keyboard player which is very useful for us as we would like our model to be playing a guitar in our video.

Glenn also took Media at A2 level last year so is familiar with what to do and could also give us some of his ideas, as there is nothing better than feedback from all areas so as we can improve our video.

Friday, 6 January 2012

What Music Channel?

As a group we have decided on a song and a rough idea of what our video is going to look like, however it has occurred to me that we also need to think of a music channel to 'host' as it were, our final video on. It is important to add a channel identity in to the music video to add the authenticity to it and to make the video seem more believable to the target audience. Thinking about some music channels, I think it is safe to say that the song that we have chosen is one that could potentially be played on any channel. The song has only just been released in to the charts so it is quite a contemporary song that would be played across a wide variety of music channels. Of course, the music channels would have to be genre specific. for example, you would not necessarily see a Noel Gallagher song being played on something like music channel 'Kiss' as this channel predominately facilitates for more R&B up beat contemporary songs.

We knew that the most obvious music channel that everyone could relate to was MTV. MTV is such a big brand and has many different extensions that show different programmes and different genres of music.

Friday, 30 December 2011

Animatic Video


This is the final animatic that we created on Final Cut. It is only a very rough cut as it is simply a guide of what we are going to follow for when we actually do some shooting. I have tried to add in some different fades at the beginnng and end of the aimatic as this is an idea we wish to use in our actual video.

Animatic

Before we start filimng the video we had to plan our ideas so as when we go up to London we are not standing around deciding what to do and also so we do not mess our model around and waste his time!
In order to plan the filming, we had to storyboard our ideas. We had to delegate roles within the group to make this happen. Jay and Adam offered to do the drawing of the story board as I am not artistic at all. Because they were doing the drawings, it was my job to edit them all into the right places using Final Cut, a programme that I have used once or twice before.

After Adam and Jay had finished drawing a particular scene, we took a picture of the frame, uploaded it to the computer and I tried to fit it in to the right place within the song.

The picture on the left, shows me using the Final Cut programme and composing the animatic, and the picture on the right shows Jay and Adam creating the story boards.

Below is a picture of all of the storyboards that we created. As you can see, there are a lot of different shots that we have decided on!


Wednesday, 14 December 2011

The London Eye

The other idea that we had was to do with the London Eye. These are the two shots we got of the wheel. The shot from the front of the wheel was taken because we had the idea of filming the wheel front on and then speeding the footage up. Also known as over cranking we felt that showing footage of the wheel in a sped up motion would look effective to use at some point within the video. The picture below is another of the London Eye from a different angel. We were walking along a bridge and saw the view between some buildings and thought it was a very picturesque shot. We also noticed how the sun was positioned and thought we could take advantage of the different angels of the sun on different landmarks within London.

Leake Street

On Wednesday 30th November me and my group went to London to seek out a few locations that we could use in our shoot. We went to a few of the obvious places being all along Southbank and The London Eye and had a few ideas with these locations, explained in the next post. This post however is about a street that runs underneath the tracks and platform of Waterloo Station. The street is called Leake Street. Many people may know this as the 'Banksy Tunnel'. The walls are decorated with graffiti initially created during the 'Cans Festival' organised by Banksy himself. The graffiti along Leake Street is tolerated by the authorities especially as there is a claim that it is a legal wall. Below is a board of pictures that we took when we went to Leake Street to show the types of art that can be found there as well as what the tunnel actually looks like.


As you can see, the tunnel is literally covered in graffiti. There is literally not one brick below head height that can be seen. As I have said above, the picture above shows what type of art can be found. This is because the street was originally for artists to leave their work for others to see, but as you can see from the picture, this concept has been abused, probably by youths that just want to go out spraying walls because they think it is legal. A lot of the original art has been destroyed by peoples 'tags' and other art, such as the smiley face and the grey face that you can see in the mood board. When we were walking around the street, we noticed how one of the bits of graffiti said 'Life'. This gave us the idea to possibly spray our own line on the wall and film it to use in our video. we would like to have the line 'what a life' on the wall.

As well as the covered walls, the street itself was fairly busy and this is what we wanted for some shots of the video. We did not want our performer to perform somewhere with no people around at all.

Tuesday, 29 November 2011

Effects That We Like















There are a number of effects that we liked that other programmes and music videos have used before. One main effect that we liked as a group was the splitting of the screen with two different shots. This is what the TV programme 24 use and is an effect that we would like to use in the video. It would be effective to use instead of using basic cuts all the time and different transitions. The idea was to use this effect to show our model in two different places but singing the same part of the song. Another idea that we quite liked, was to use the shot idea from below.


The shot shows FOUR different scenes that are divided over the screen. The shots that are shown above are of exactly the same thing, peoples feet, and in the scene, each person is tapping their feet in exactly the same way. This is an idea that we would like to use in our video. The vision that we have is to have our artist in four (or more) different locations, singing the exact part of the song and in the same position in the shot. This idea would work well as we could establish four different places that we would like to shoot, and then focus on one as the screen expands one quarter of the screen.

In regards to editing, we like the idea of quick cutting when the pace of the song suddenly increases. This is shown in nearly all videos. The pictures below are from Oasis 'Stop Crying Your Heart Out'. I have already explained this in a previous post when analysing the video. The song speeds up in regards to the amount of beats. Because of this, there are rapid cuts between shots and within the space of about 5 seconds, there are a total of 10 shots.
As stated, this is an idea that we will definitely want incorporate into our video to add that extra bit of authenticity.

Monday, 28 November 2011

Copyright Letter

It has been two weeks now since we have sent the permission letter to Sour Mash Records, and still have not heard a reply, so as a group we assumed that we were able to use the song. If we were unable to, then I'm positive we would have been contacted to advise us of this.

Wednesday, 23 November 2011

Creating The Mp3

As stated in the previous post, creating the mp3 bar (below) was a lengthy frustrating process that eventually worked after failing many times to create the finished product.




To start, I had to use a programme called 'GarageBand'. The logo to this programme is on the right hand side of the screen. The programme allows you to edit audio pieces and add anything extra you may like such as pace, louder instruments and even cutting the song down. This is the interface of GarageBand.

Upon opening this program it looked slightly difficult to use but after a bit of prompting and playing around, I finally got the hang of it. So, with this on the home screen, I located the song that I wanted, in this case, the extract of our model Jack performing. Once the song was dragged into the program, the next thing to start doing was to listen to the song and see what parts I wanted to cut down. The original audio that I ended up editing can also be found here on YouTube, and from this you are able to see how much of the video I have edited out. After establishing which parts of the audio that I wanted to take out, it was time to begin the process.

At the bottom of the screen in Garage Band, there are the icons to do with editing the selected item. The icon that I needed to use was the one with the scissors (icon is highlighted in blue on the right). After clicking on this, another window opens showing the song at a zoomed in level with the bars to show its volume, tempo and length. The bar looks like the one below;


From here, I simply clicked and dragged over the parts of the song that I didn't want and then pressed delete. This then meant that the song had huge gaps in it so the remaining audio had to be joined back together.

Above is a screen grab of the edited piece that I have used for the mp3. It is obviously a lot smaller than the picture above this one and I also deleted the long introduction just so we only had the audio piece there and no long blank spaces. To me, this edited piece sounded great so far. I decided that if I was to put this straight onto my blog via an mp3 bar, then it may not sound right due to there being an abrupt ending. The vast majority of songs these days finish with music playing, however there is a significant volume reduction to play the song out. This is the effect that I used to complete the editing process.

Towards the top of the page, there is a bar that says about track volume. This is what I wanted, and after clicking on this, a blue bar below my edited piece popped up. The blue bar represented the volume, and in order to change this, I simply had to click the blue bar underneath the part of the song that I wanted to change the volume for, and then drag down to create a 'slope' in the line. The end of the song that had its volume changed can be found below. As you can see, there are blue bubbles along the blue line. This is where I clicked and dragged down in order to change the volume. After playing around a bit and listening to the ending a few times, the grab on the left shows the end of the song with the final chosen volume levels.

After saving the song, the process on Garage Band was now completed. All that was left to do was to send the song to iTunes. This was as easy as clicking the 'Share' on the tool bar at the top of the screen and selecting 'send song to iTunes'. The song was obviously then sent to iTunes, and it appeared in the playlist as normal.

I thought the process was then finished and that I could then simply add the song from iTunes straight onto my blog in an mp3 format, but I was informed that you had to host the song on an internet site. I had to do this because blogger required a link to access the song. After endless amounts of Google searches and talking to my teacher who explained a log winded way of hosting the song, I discovered that you can actually host the song via Google. Google has so many different things to it in addition to the regular 'Web, Images and Maps' searches. Under the 'more' tab on the Google tool bar, there is an option for Google Sites.


This is something that I have never seen or used myself, so like Garage Band, this was a whole new site for me to try and work with. I managed to find a blogger on the web who helps others with their blogging. The walk through of how to host a piece of audio of the web was easy to follow and the process is shown below. The process that was required to host the song was fairly easy to follow. When Google sites had loaded I had to click the create icon to make a new page. After the new page was created and named I then had to make the page able to take and upload mp3 formatted files. To do this I had to add a new page to the site. The page that then comes up is the one that is on the right of the screen. I had to change the bit where it says 'Web Page' to 'File Cabinet'. This format then allows you to upload any files from the computer such as mp3 files and videos. So, after the format was changed, I simply clicked create and the page was made. The next step was to actually add the file that I wanted to that page. This was as easy as following the on-screen instruction. I chose my file from iTunes (where it was placed after the editing) and added it.

Once the file was uploaded, all I had to do was to find the link of the song and add it to the HTML code that I already had to create the mp3 bar in blogger. To do this, I had to right click where it says 'Download' and from the drop down menu, choose 'Copy Link'. This was the hard bit over of the editing and hosting the music file. It was the easiest way to host the music rather than having to possibly pay for an account on another music hosting website. After finding the HTML code on another blogger site, a site dedicated to help other bloggers such as myself, all I had to do was enter the copied link into the correct place and add it to my post. (The HTML code that I used is below)

Wednesday, 16 November 2011

Who Are We Going To Use...?

When we started to story board our ideas to the music video, we realised that we didn't have a model to appear in the video. This again is another aspect of the research that we should have considered at the start of the video. It would be no good doing all the research to find that we didn't actually have an appropriate person to appear in our video. We contemplated over who we could use and different people we named but quickly decided against because they were not the sort of person to fit our genre of music.

Jay then said how he knew of someone within his football team that could possibly appear in our video. The person Jay mentioned is a young, enthusiastic singer and guitarist and this is the sort of person that we are looking for. After a few searches on YouTube and watching a couple of his performances, Jay contacted him to which he agreed to help us out. Jack can be seen in the picture to the right.


A performance of his can be found as an mp3 below.



Creating the mp3 bar above was a lengthy process which is explained in this post.

Monday, 14 November 2011

Copyright Letter

In order to use any song and produce a music video, there are hurdles that need to be addressed. The main thing was to seek permission to actually use the song from the copany that owns it. After thinking about this, it most definitely would have been better to have sent of this letter at the earliest stage possible, as in the same day that we had decided on the song to use. Instead, we carried on blogging about the chosen song and have done countless research into what we could do to produce the video. This has a potential to be catastrophic for our group. If the company that owns the song write back to us and for some reason do not allow us to use the song in our video, then the whole of our project so far would be pointless and we would have to revert back the beginning.

All well and said, Adam sent of a letter to the company. It took a while to do this. We initially thought that there would simply be an email address to send a quick email off to, but this was not the case. After seaching around, we found that the song was owned by Sour Mash Records, a company founded and produced by Noel Gallagher himself. Adam tried to find the company's website, however as yet, there has not yet been an official site created. Instead, a simple Google search of the name produced us with a blogger page dedicated to the company and Noel Gallagher. The link to this website can be found here.

After a couple of more internet searches and scrolling down the page of the endless results Google gives you, one address kept popping up, so we decided to send a letter to that address. Adam typed out the letter and it can be seen below. The letter was then stuck in an envelope and sent off to the company, and we await a reply!


Thursday, 10 November 2011

Location Shots

After establishing the song that we are going to produce a video to, the next thing was to decide on locations that we would want to be in our video. We could have filmed in local areas in woods, houses or town centers however a a group, we felt that local areas would take away authenticity of the video as people viewing it would identify the area and not believe it was a proper music video. We wanted to find a location that would be iconic and one that we know has been used in other videos as a central point of the video. Taking this into consideration, we felt that London would the most appropriate location to do our shoot. There are so many different locations in London that could work with our video, from the constant busy streets, to the quiet side alleys that are yet to be discovered by many people that venture up to London.

Southbank
An iconic location that could be used in our video is the famous London Southbank. It is always busy with people commuting to and from work, going out for day trips, and also with tourists. The riverside walkway also hosts a number of different famous landmarks such as The Houses of Parliament, The Mayor's Office, The London Eye and Tower Bridge, all of which are identifiable to the public as being London's tourist attractions. These places would be good to film for large crowds and also a different number of people as tourists from all over the world travel to see the different destinations.

Wembley WayWembley Way would be another great place to film. We could have a long shot of the whole of the walkway and see the stadium in the background looking at the different people that are walking below. This would give a notion of looking sense as the audience can see what other people do with their lives and either relate or differentiate it to their own life. It would be ideal to shoot this location completely empty to show how life has not yet started (due to the time of day) and then a later shot of the walkway packed with people showing how quickly life develops and how the world becomes busy.

Tube Stations
Tube stations are tricky locations to shoot in. There are so many across London that would benefit us and our video. One of our ideas for the video is to have our artist/actor singing with his guitar in a tube station watching life as it goes by. Although this could be a good idea, we have to appreciate that filming anything on the TFL (Transport For London) is very tricky due to the previous terrorist attacks. As a group, the only way we could decide on over coming this, should a tube station happen to appear in out video, and we are asked to move on, the best thing to do is plead ignorance and say we are students merrily filming some footage for our Media A-Level and we were unaware of the restrictions of filming in tube stations. The idea of the tube station, again can be used to show people moving about their everyday life and would show an audience the different types of people that live in the world.
Hyde Park
Another location that sprung to mind to appear in our music video was Hyde Park. As Christmas is just around the corner - only 5 weeks away - we thought that we could take this to our advantage and use the famous Christmas market and fair in our video. We were told by our teacher that a few students from a different school used this same location and produced a high graded finished product. As a group, we felt that the different colourful lights would have a good effect with the right camera work, and that again, there would be hundreds or even thousands of people walking around the fair going on the different rides and buying different items that are on sale. The idea was to have our artist walking around the fair watching the people on the rides and walking around and see how people enjoy their lives. It would also be good to have our artist in a neutral position as he observes a different variety of people as they pass him.

Obviously the ideas above are only rough ideas that are potential locations for filming. When we go up to London to shoot -thats even if we defenitly choose to go to London- then when travelling around, we may find areas that we feel would look good in the video and set up a camera and start filming. If later we chose not to use that part of the film, then it can easily be edited out.

Tuesday, 1 November 2011

Noel Gallagher To Bring Out Music Video!

When the song was originally decided upon, there was no proper music video released for the song. All that was on the internet were videos that contained lyrics and some live performances of Noel Gallagher performing the song, as you can see from the video bar on the side of the screen.
This has now changed. When searching on the internet, Adam, who is in my group, came across an article on the
Sun Newspaper's website reporting of a video that was to be released to Gallagher's 'What A Life' song. The article can be found here. Now that a video has been released, it will probably be played more over the music channels meaning it will become more contemporary. Originally we wanted to stay away from the contemporary music, however as a group we feel that we can still produce a video to the song to a good standard.

The video can be found below.


The video is 8 minutes long and has a story line to it. The video picks up from another song by Gallagher called 'The Death of You and Me'. The video followed a waitress in her life, and his What A Life song takes on from this. This psychedelic video features actor and comedian Russell Brand as he portrays an evil being whom tries to poison the waitress from the video 'The Death of You and Me'. She acts as the protagonist until Noel Gallagher appears to save her from two females. The video is notable for including snippets of a reworked version of 'The Death of You and Me', causing speculation that it has been taken from Gallagher's second solo album.

(taken from Wikipedia)

Tuesday, 11 October 2011

Target Audience

The next thing to do after deciding on the song was to start thinking of our target audience. This is an important part of creating all music videos, films and TV programmes otherwise you wont get the viewings. The artist of the song, Noel Gallagher - according to Wikipedia - is considered as a Rock, BritPop, Alternative Rock and Psychedelic Rock artist.




  • Rock Music: developed during and after the 1960s, particularly in the US and UK. Musically, rock has centered around the electric guitar, usually as part of a rock group with bass guitar and drums. Like pop-music, lyrics often stress romantic love but also address a wide variety of other themes that are frequently social or political in emphasis. An example of a rock band is The Beetles, on the right hand side.


  • Alternative Rock: a genre of rock music that emerged in the 1980s and became popular in the 1990s. Alternative rock consists of various sub-genres that have emerged from independent music - shortened to indie music - scene since the 1980s, such as grunge, BritPop, Gothic rock, Indie pop, and Indie rock. These genres are unified by their collective debt to the style or ethos of punk rock, which laid he groundwork for alternative music in the 1970s. An example of an alternative rock band, is The Goo Goo Dolls, shown on the left hand side.



  • BritPop Music: a sub-genre of alternative rock that originated in the UK. BritPop emerged from the British independent music scene of the early 1990s and was characterised by bands influenced by British guitar pop music of the 1960s and 1970s. An example of a BritPop music band, is Blur. a picture of their album cover is shown on the right.


  • Psychedelic Rock: a style of rock music that is inspired or influenced by psychedelic culture and attempts to replicate and enhance the mind-altering experiences of psychedelic drugs. It emerged during the mid 1960s among folk rock and blues rock bands in the US and the UK. An example of a psychedelic rock band is that of Pink Floyd, as shown in the picture to the left.





After establishing the genre of music that we had chosen to produce a music video to, it was time to research who our video would be aimed at. To do this I went onto the UK Tribes website that allows you to see what
'group' different people in society fit in to. Upon visiting the website, I found a group called 'Alternative'. After reading the description of this, it is clear that the people that are categorized into this group is who I need to be aiming my music video at. Below is the description given, straight from the UK Tribes website.


Members of the Alternative tribes are vaguely rebellious but don’t yet have a specific focus to rally against (their parents may well have helped shape their Alternative views, in fact). However, they are likely to conform with peers. While open-minded about music and fashion they are wary of the Mainstream tribes and determined to be different – together.

Alternative Tribes are predominantly made up of white working and middle class kids. It seems a huge proportion of teens in the UK have a hankering for something a bit different, and Alternative brands that have achieved massive traction include Converse and Vans. Kufiyas also feature heavily.

All Tribes within the Alternative segment are passionate about music, and their friendship groups, tastes and activities are largely defined online. Peer influence is a huge part of the Alternative scene, though new trends usually emerge outside the segment. The best way to reach these kids is through niche magazines and social media.

Young Alts is the gateway Tribe to the Alternative and Leading Edge scenes and is a massive group who snap up all kinds of media and accessories as they ape their elders. Metalheads and Skaters are much more rigid Tribes, adopting teens early and keeping them until their mid-twenties in small, fiercely loyal friendship groups. Both scenes are fluid about fashion but fanatical about their core preoccupations: rock music and skating. Emos and Scene Kids are heavily over-lapping tribes with Goth-derived fashion sense and US-led rock music tastes, although Emo kids are interested in angst while Scene Kids are more concerned with socialising and building massive online presences. Apart from Gamers, Scene Kids are the Tribe most glued to their computers, making the Alternative market the most-web facing of the segments.

The final category, Gamers, are truly unusual in that their online profiles and pastimes have assumed more importance than real-world socialising. They are a globalised Tribe with eclectic and influential taste in games, music and film, but no real need for fashion.


Below are a couple of mood boards illustrating the types of brands and media that people of the alternative culture are in to.














Below is a small table showing the media consumption for the average person in the alternative group.

As you can see, the average Alternative 'member' relies quite heavily on the media for entertainment. The table clearly shows how Alternative people enjoy heavy usage of Internet, TV, Magazines and Radio. If people were not interested in Radio, TV or the Internet, then there would be no point in creating the video. Obviously all music videos are filmed to accompany a particular song, and this is then played out to the public via certain TV channels. So what would be the point in making a music video to people who barely watch TV? As well as this, music videos appear all over the internet and compete to get the most amount of 'hits' - most views - so again, making a music video to someone who does not use the internet often would also, to me, seem non-beneficial.


So what does an 'Alternative' person look like?

The above picture shows the type of people that fit into the category of 'Alternative'. The picture was taken at Reading Music Festival, which is exactly the festival where Noel Gallagher would most likely play at. They normally dress in clothes such as skinny jeans and anything else that shops like TOPMAN or Urban Outfitters sell.

Thursday, 29 September 2011

Song Decided

As you saw from the previous post, the song that my group have decided on using is called AKA... What A Life by ex Oasis band member Noel Gallagher. On the right hand side of the screen, you should see a video bar containing the song that we have chosen and related videos. The song can also be heard below.


MusicPlaylist
Music Playlist at MixPod.com

Below is a rolling scroll bar of the lyrics to the song. They are simple lyrics and could be interpreted in a few different ways.


Lyrics | Noel Gallagher lyrics - AKA... What A Life lyrics

As a group, we listened to the song over and over again and took notes on paper of ideas that came into our head. The ideas a can be found below.

Wednesday, 28 September 2011

What Song?

Within my group there was a number of different songs that we looked at, both contemporary and fairly 'hidden' songs. By hidden I mean songs that are not really that well known. This was the type of song that we wanted to pick so as our audience would not be bored with the song due to it already being released, and also so as to introduce a 'new' song to their playlists.



Above is a slide-show containing the artists we looked at. After much discussion and deliberation with our teacher, it was agreed that the songs we looked at by these artists were far too contemporary and a few of the songs had only just been released! Because of this, we had to go back to the drawing board and really begin to think about the song that we wanted to create a video for. When online, a member of my group, Jay Wood, went onto the Soccer AM website, (click here for the page he later found) claiming that they post songs weekly. It was only when he found one that we all agreed on and all liked that we credited him for his finding. Below is a brief presentation of how we have done some of our research.





MusicPlaylist
Music Playlist at MixPod.com

Thursday, 22 September 2011

Further Video Analysis + Research

After analysing Eminem's Stan, I proceeded to look at further songs. I looked at the type of music and artists that I am interested in as that is the genre of music I would like to make a video to. The artists I looked at were Irish band, The Script, and Plan B. The Plan B video I chose to analyse and look at was one produced by a student form a previous year. The video was one that received a high mark and I wanted to see how they managed to do this by looking at different aspects of the video and compare it with the original. The video made by the students is below.




As you can see, the video is Chase & Status ft. Plan B End Credits. The original can be found here. I noticed a number of things with the video which could be useful for me to use in my own video in order to gain the high marks:
  • The video was similar to the original
  • Low key lighting has been used - lots of oranges and warmer colours
  • Camera lens = fish eye. This gives a good effect rather than just using a standard lens
  • Consistent cut on main guitar strum
  • Consistent cutting to first shot (keeps cutting to him laying on the floor)
  • Some narrative, some performance
  • Filmed at night
  • Lots of overlays used
  • Same sort of setting throughout
  • Cuts to the beat near the climax of the song.
  • Mise-en-scene fits with genre of music
Another video I looked at was The Script's Breakeven (below)



Here are some things I took note of when looking at this video:
  • Some narrative, some performance
  • Desaturated
  • Slow motion (under cranking)
  • Main focal character is foregrounded and in focus, the background is out of focus
  • A mixture of outside and inside settings
  • Cuts are not consistent with the beat as it is more of a story like video
  • Some parts are in colour - flashbacks? Look like they are filmed on home video camera
The next video I looked at was The Script's For The First Time (below)



Here are some of the things that I liked when looking at this video:
  • Mini story. The video opens with a girl writing to her mum and dad - could easily be mistaken for a film?
  • Desaturated bits of the artist
  • Some singing along with the song
  • Some narrative, some performance
  • Effective lens flares used/taken advantage of from the sun
  • Close ups of the artist performing
  • Warm colours in intimate scenes
  • Overlays used consistently
  • Some of the video cuts when a new line of the song is sung, and some to the beat
As you can see from the analysis above I have highlighted two attributes that kept popping up throughout the videos. The main bits highlighted which I would consider to include into my video is the desaturated parts, and also, how some bits are in narrative and some are in performance. These attributes look effective within the videos as they break up the video so as the narrative part does not get too boring, and the performance part is added to show the artist and further promote the song.

Friday, 1 July 2011

Music Video Conventions

Since the first music video was aired in 1981, they have continuously developed with more money being poured into their production with bigger effects and more exotic locations. As well as this, a number of key features can be identified. Music videos are commonly regarded as a promotional package that further promotes the artist. It is notable in a very high proportion of music videos how there are many close ups of the artist performing the song which is done to further present the artist and cause them to be an icon to fans. As well as this, there are many other conventions of music videos that a generally followed by all video directors:
  • Lyrics: lyrics are important in every single song as they are used to establish a general feeling/mood/sense of subject rather than having an actual meaning behind them.
  • Music: the tempo of the music often drives the editing of the video. More upbeat, club songs have quick editing in order to match the pace of the music, whereas a slower song, a more relaxing one, would have little cuts and transitions. An example of quick editing to a fast tempo is Scooter's The Logical Song, and an example of a slower, more relaxed song with few cuts and little editing would be a song by someone like Adele, such as her song Someone Like You. It is also apparent how the slower songs appear to have a lot of fades as a transition whereas the faster songs seem to maintain a quick cut to the different shots.
  • Genre: this might be reflected in types of mise-en-scene, themes, performance, camera and editing styles. There would be no point in having a song that would play in clubs with a video that was of a man walking down the street. The video would be more of people in clubs and dancing. Before a video to a song is released, then someone should be able to identify a rough outline of a video by listening to a song and identifying its genre and relating it to other videos and songs out there.
  • Editing: a common form of editing is known as a fast-cut montage. This is when many images and shots are rendered in quick succession making it near enough impossible to grasp the first time it is viewed. This would then cause someone to want to re-watch the video. Re-watching videos and re-listening to songs is a brilliant way to get people to enjoy songs even if they did not the first time round. A fantastic example of this now, is a song by X-Factor contestant Cher Lloyd. When she initially introduced her song and video Swagger Jagger, it was immediately put down, but after continuous plays on both the radio and music television channels, more and more people started to like it. The video can be found below.



The above are only rough conventions of a music video that have been identified. Andrew Goodwin also wrote about music videos in his book 'Dancing in the Distraction Factory'. Below are the conventions that he identified within music videos:
  1. Music videos demonstrate genre charasteristics (e.g. stage performance in metal video, dance routine for boy/girl band)
  2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting)
  3. There is a relationship between the music and visuals (either illustrative, amplifying, contradicting)
  4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style)
  5. There is frequently a reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
  6. There is often intertextual reference (to films, TV programmes, other music videos etc)
IT SHOULD BE NOTED THAT A MUSIC VIDEO MAY CONTAIN ALL OF THESE CONVENTIONS OR JUST A FEW OF THEM.