music video options

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music videos and record labels

Andrew Goodwin

Andrew Goodwin

Goodwin is the man who created a theory that all music videos have to have certain key features which was created in 1992. He also published a book with his ideas in it called 'Dancing in a distraction factory:music television and popular culture.His ideas were there must be a link between what we hear and what we see.


The relationship between the lyrics/music and the visuals.

Illustrating- This is when the music video matches the lyrics to the song for example the song same girl by R. Kelly and Usher has a story line in it because at 1:09 one of the artist says she has a number plate which has angel on it and there is a scene in the music video where you can see the number plate which says angel on it.

Amplifying- This is when the song is used to encourage the style or the mood of the song. it also matches the mood of the song so if it was a sad slow song then you would have a slow paced music video with not a lot of cuts in it. A example of this is the song This Years Love by David Gray because the song is very slow and is a sad song, so the music video is very slow with not a lot of cuts and also has the effect of rain which connotes that it is a sad song.

Contradicting- This is when the music video will go against the lyrics of the song for example a song could not be cutting to the beat so it could cut to much or not enough. A example of this is the song Survival by Eminem because this song does not cut to the beat. Also the music video goes against the mood of the song because the video isn't related to the song.

Iconography- This is when you use visual elements to show a more broad association. Also the genres have the same music video styles in most of their songs for example in a lot of rap songs you see the artist with lots of money and nice cars and you see that in a lot of music videos. A example of this is the song Its Tricky by RUN-DMC because you see the artist with big chains and dark baggy clothing. Also you see them with lots of money and the song is set at a place where they are gambling which is a common thing that you see in rap music videos.




Star Persona-This is how the artist is represented so you would see lots of close ups on the artist so the audience can tell what genre they are with for example if they were wearing old fashioned sort of clothing then you would assume they sing country or classical music because that's the usual type of clothing you see in them genres. A example of this is the song Ho Hey by The Lumineers because you see a lot of them and their costume and you can see that they are wearing old fashioned clothing and they are using string instruments which is commonly used in country or classical genres of music.

Voyeurism- This is when the music video is just used for pleasure and this mainly occurs for females because in their music videos they are half dressed or doing dances which other people would enjoy watching. A example of this is the song Booty by Jennifer Lopez because in this song she is half dressed and the camera focuses on the lower parts of her body which certain people would enjoy watching.

 Intertextuality- this is when one media text refers to another for example a song could have scenes from a film and then that film would mention that song in some way. A example of this is the song I See Fire by Ed Sheeran because this song is the sound track to the film The Hobbit. This provides pleasure for the viewer because they are seeing two things at once.

purpose of music videos

Synergy

the song I see fire by Ed Sheeran is the sound track of the film The Hobbit desolation of smaug. From doing this the awareness of both the song and the film raises because if people watch the film they would here to song but if they was to hear the song then they would find out about the film because there would be clips of the film from the music video.Also if people were to like the song then they might watch the film because if the song is interesting to them then the will think that the film which the song is about will be interesting so they will go and watch it which also means that the awareness of the film will raise. Also by doing synergy it earns the institution more money because more people will watch it because there is double the chance to watch it or to listen to it as it is being played on a film as well.


Piece Of Art

the song party rock anthem by LMFAO is a piece of art because you memories the dance more then you would remember the lyrics because in the music video they created a new dance called the shuffle and the audience will be talking about the dance or they will be trying to do the dance their selves.  Also it is dance which is very popular because people will try to do the dance or other music videos such as wake up by fast lane in the music video they are doing the same dance as they are in the LMFAO song.it is also memorable because they are doing it through out the whole song so the audience is always watching it so it will be the thing they remember the most because it is the thing that they see the most.




Awareness

the song blurred lines by robin thicke caused controversy because usually his songs are slow,but this song had nearly naked women also the song was to do with seducing a woman or raping her which caused the song to get removed off of you tube nearly straight after it was released because feminists believed that it was inappropriate.Also the awareness of song and the bad things about it grew because so many people didn't like the song which means that if people who haven't heard it before hear these comments then they might not listen to the song.




Representation

in the song who runs the world by Beyonce she is shown to be a powerful person who is also shown to be in control we can see this in the music video because she is the main character who is taking charge and what ever she says happens.Also she is representing women as being powerful people because in the video all the women are in control whilst the men try to control them but cant.

Extended Play Ability

This is when a old song is played often on social media,music channels or by YouTube or download for example the band Madness are frequently being played by people on CD'S or on YouTube. Also they are frequently performing at concerts which means that people want to see them even though they were at their best and very popular years ago. Plus a lot of people turn up to their concerts and still buy their newly released songs or album. For example this song was released in 1982 and many people still listen to this song now days and it is also played on radio stations such as heart or magic.

Good and bad music video techniques

Good And Bad Music Video Techniques

Large Number Of Cuts

In the music video Bang Bang by Jessie J there are a large number of cuts. the effect of having a lot of cuts is to make the song seem faster because the video has a fast pace to it which means that it is frequently cutting and there are a lot of cuts in it.this technique has been successful because where the song has a fast beat to it and there a lot of cuts and its cutting frequently so they work well together because they are both going fast. The effect that it has on the audience is that it will put them in the same mood as the song is for example where the song is fast and the video is fast it puts you in a happy or lively mood but if the song was fast but the video was slow then it wouldn't work because when you see slow videos usually the song is also slow and is usually a sad song. This represents the artist as being someone who is lively and happy like the music video because that is how she is shown in the music video and from the video having a lot of cuts and they are fast cuts.                                                                                                                   The song Baggy Trousers by madness is a fast pace song but it dosent have a lot of cuts in it. The effect of this is it that it doesn't make the song as lively as it should be because the video doesn't cut enough to the song. This is a bad technique for the music video because if there was more cuts then it would make the song more lively and seem more interesting. the effect that this has on the viewer is that there not enjoying the song as much as they should be because there aren't enough cuts in the music video. This represents the artist as someone who is quite a up beat person and also

Special Effect

The song Good Life by T Pain and Kayne West has animation the whole way through it and most of the things in the music video is animated as well. The effect of having the whole music video animated is to make it more interesting and also more memorable for the audience because it isn't like most music videos because the whole music video is animated. This was successful because the animations looked good and was in lots of detail and also they fitted in with what the song was saying so it was relating to the lyrics. The impact that this has on the audience is that it makes it more entertaining for the audience to watch because it is different to most music videos also it is a interesting song because the animations are good such as at the time code 1:13 you see Kayne West pretending to sit on a nice and expensive car. This represents the artist as someone who is modern and is also quite interesting and different from others because of the type of music video they have chosen which is animation. The song I don't need a reason is has bad special effects because you see him repeatedly repeat things but it doesn't look right and doesn't flow properly. The impact that this has on the viewer is it confuses them because it doesn't flow properly it also makes them think it looks stupid because it doesn't look right. This represents the artist as someone who doesn't know how to make a proper music video because they tried to do something different but it didn't work




Cutting To The Beat

This is when the music video cuts to the beat for example in a house song when the beat drops and goes faster it cuts quicker. In the song turn up the speakers the music video cuts to the beat because when the beat speeds up it cuts a lot faster and whenever there is a new beat playing it cuts. The impact that this has on the viewer is that it makes the music video look right because the beat and the cutting is in time so this means that it flows properly. This represents the artist as someone who can make a good song and a music video because they made the video work with the song. The song Dibby Dibby sound by DJ Fresh does not cut to the beat because it doesn't cut enough and where it should cut when there is a new beat or it should cut faster it doesn't. The impact that this has on the viewer is that it makes them think that the song is fast but the video is slow so it confuses them because there the opposite. This represents the artist as someone who wants to try and make good fast songs but doesn't work as well as it could because the videos don't match the speed.







Varied Camera Language

This is when the music video has a variety of camera angles and shots and mise en scene. for example it wouldn't be set in the same location with a close up all the time. it would have many locations with long shots,mid shots and close ups and also with high or low angles. The song Anaconda by Nicki Minaj has a variety of camera shots and angles for example at 0:59 it is a high angle shot and the song is constantly changing the camera shot. the impact that this has on the viewer is that it makes it more interesting for them to watch because its not the same thing throughout it is always changing. It represents the artist as someone who is creative because there is a variety of camera language in the music video. The song We Are Young by Fun doesn't have a lot of camera language for example the shots are mainly just long shots and mid shots and there aren't a lot of high or low angles and it is the same setting the whole way through the song. the effect that this has on the viewer is that it makes it look quite plain because it is the same thing throughout the song. this represents the artist as someone who is quite boring because the music video is very plain and is the same throughout.



Green Screen

This is when the music video uses a green screen to edit the music video for example you could do it so someone is looking in a mirror but they added a green screen so you cant see the camera. The song Power by Kayne West has good green screen because they recorded him walking but then added effects around him such as angels and a old looking back ground. The impact that this has on the viewer is that it makes the video look more interesting because there are things in it which you don't usually see in music videos and they were put in well so it makes it look good. This represents the artist as someone who is creative because they have been able to add things in which they cant do without editing and also they have done it so it looks good and looks right to be there. The song Bezerk has a bad green screen because when they use it in the music video it is all fuzzy and it doesn't look realistic so it doesn't look right and ruins the music video and song. The impact that this has on the viewer is that it puts them off the song. It represents the artist as someone who is a bit childish because they just added random things for the fun of it but it doesn't look right.








Lip Syncing

this is when the artist lips the words in the music video they don't actually sing the song they mime it. The song fancy by Iggy Azalea has good lip syncing by iggy but bad lip snycing from Charlie XCX. Iggys bit lips syncs well because the words are in time with her lips and also the sound comes out properly and it doesent sound like shes somewhere else. the imoact that this has on the viewer is that it looks right and it looks like she is acctually singing it there and then when really she isnt. this represents her as someone who is a talented artist because it looks like she can sing and dance and do other things at the same time. But with Charlies part it sounds like she is in the toilet so it doesent sound right because she isnt in one in the music video. The effect that this has on the audience is that it confuses them because her voice doesent sound right. this represents the artist as someone who cant lip sync properly because her voice makes it sound like shes in the toilet

Styles and conventions

Style And Conventions Of Music Videos

Genre Video

this is when the music video represents the genre for example the clothing,ethnicity,location. This means that the things you see in this music video you would see in the same genre of song music video.in this music video at the time code 0:59 to 1:05 you see strobe lighting and this is something which you commonly see in house music videos.also through out the whole song the main ethnicity you see is white people which is the common ethnicity which you see in this genre of music and the music videos. the main location which you see in this music video is at a live performance you can see this at 1:06,this also commonly shown in house music such as the song turn up the speakers by martin Garrix. The institution would use this style and conventions because it is a very popular style for this genre of music. From using the location as it being at a live event and you can see the audience dancing to it and having a good time it represents the artist as someone who makes good music and also when they host live events then the people who go to it will have a good time. The impact that this has on the audience is that if they see people at a live performance having a good time and enjoying it for example at 0:51 you can see this happening,this will make the audience watching make them want to go to a live performance because they have heard the song which they enjoy and also they have seen people there having a good time and enjoying it as well.

Genre Subverting Video

This is when the music video is different to what you usually see in that genre of music videos.The music video for the song  Otis by Krept and Konan is different to the usual music videos for rap because usually they are serious videos and have nice cars,money and usually smoking or drugs are involved and are usually in clubs or in houses but in this music video they don't take it seriously and you don't see nice cars or in big houses or any of that. You can see this  throughout the whole song because the whole time they are outside and you dot see any nice cars or them with money such as at 0:44 where they are outside. The institution would do this because they would want to be different from the rest also it would represent tho artist in a different way because the music video is different to the usual ones of that genre. The impact that this would have on the audience is that they will be able to enjoy the song more because it is funny and different to what you usually see. I can use this for one of my ideas because it is different to what you usually see so it would be more interesting then the others.




Performance

This is when in the music video you see the artist or artists performing in front of a live audience but the sound is not real it is only the video where you see them singing it.The song N*ggas in paris by Kayne West and Jay Z has live performance in this song it starts at 0:24 and is continuously shown throughout the whole music video. The institution would do this because it promotes live performances and can make the audience want to go because they perform the song really well in the music video and they would also do this because it can make the audience want to go to a live performance because they are performing in the music video and if they enjoyed it then they will want to go see them performing live. The impact that this would have on the audience is that it would make them want to go see them performing live because they saw the people in the music video at a live performance and you see that they are having a really good time. I could use a performance in my music video by you seeing the artist performing live in front of a live audience because this would make the audience member want to go see the artist performing live like they are in the music video because they enjoyed seeing them perform in the music video




Narrative

This is when there is a story line in the music video and it develops as the song goes and and the story would be about the song. In the song A-Team by Ed Sheeran there is a clear story which also tells the song s you hear it because whats happening in the music video is also happening in the lyrics of the song. you can see this because when you hear him talking about trying to make a living you can see the actress in the music video trying to make a living as he is saying it and doing what he says in the lyrics. You can tell it is telling a story because when the artist says 'breathing in snow flakes' at 0:36 you see her looking in the sky looking like she is breathing in the snow flakes.The institution would do this to make the song make more sense and make it more of a story because it is based on a true story so if you show that then it is more believable then if the music video was irrelevant. Also it helps to understand the song because if you didn't know what he was talking about then the music video shows that. The effect that this has on the audience is that the song makes more sense to them because the music video tells the story about the lyrics. Also it makes the audience feel sorry for people like the girl in the music video and how hard life is for her as he is explaining in the lyrics. I could use this in my music video to help people understand what the song is about or what the lyrics are saying by making the video relevant to the lyrics.


Animation

This is when the music video is completely animated the whole way through or it has parts on animation in it which could be graphics or editing and usually the animations are cartoons. In the song Good Life by T-Pain and Kayne west the whole music video is animated you can see this throughout the whole video such as at 1:44 you see them holding a screen and when they go in front of the screen it makes them animated and turn in to a cartoon. The institution would do this because it makes it more interesting because you don't see alot of music videos which have any animation but this song is animated the whole way through so it is different from most music videos. The impact that this has on the audience is that it makes them enjoy it more because they probably haven't seen a fully animated video which is animated the whole way through the song so it appeals to them more. I could use this style in my music video by having some animations in the music video for example if i was to talk about being in New York then i could have a animated New York in the video as a background.



Interpretive

This is when the music video has a video which is related to the song so it would be similar to the lyrics so if there was a section about being about someone who lives in a mansion you might see that person living in that mansion. The song Cleaning out my closet by Eminem  uses this at 1:46 you hear him saying 'take you back to 73' and then in the music video you see him going back in time to when he was a baby and then you hear him talking about his father leaving him when he was a baby and then in the music video you see his father walking out on him. The institution would used  this because it makes the song mean more because if you was just hearing him talk about it , it doesn't mean as much then if you was to physically see it because it makes you take more notice of that section of the song. The impact that this has on the audience is that it makes them feel sorry for the artist and it also helps to understand certain parts of the song and it also helps point out certain parts of the song because it is not a music video where the whole video is a story only part of the music video has a story. I could use this in my music video by having the most important part of the song have a story in the music video so the audience understands it clearer.



Impressionist

This is when they music video matches the mood and the beat but it doesn't match the lyrics and also it doesn't tell a story. In the song Day n Night by Kid Cudi the music video isn't relevant to the lyrics but it matches the beat because when the beat speeds up the music video speeds up you can see this at 1:13. The institution use this because the music video isn't about anything in particular and there isn't a story behind the song so the music video doesn't have to be relevant. The impact that this would have on the audience is that it makes it more interesting because the video is good and interesting but it can also confuse them because they might not understand the song because the music video is irrelevant. I could use this in my music video by having a music video which is in time to the beat by it doesn't match the lyrics or tell a story.



Surreal/Abstract

This is when the music video does not match the song at all and it is just for show to interest the audience. The music video for the song Dark horse by Katy Perry is not relevant to the song it is just a random idea but it is still appealing to the audience because it is interesting and a music video which has never been seen before it is different because at  0:33 you can see a Egyptian setting and that isn't a setting you usually see in music videos. The institution would do this because the song doesn't need a particular music video because it isn't about a certain topic. Also they had to choose a music video that would have to be appealing to the audience as well. This appeals to the audience because it is a interesting video and isn't boring it is quite a interesting music video to watch because there aren't any other music videos which are like that.



Parody

This is when somebody recreates a song but does it to take the mick out of a song but it uses the same beat same mise en scene just a different character with different lyrics. A example of this would be the parody of the song all about that bass. This is a parody because someone is taking the mick out of what she is saying in the proper version for example it is the same beat and the lyrics are said in the same timing but the words are different. You can see that it is a parody because the artist in the parody looks similar to the one in the official song you can see this at 0:44 also it is the same setting in the parody as it is in the proper song. The institution would do this for a laugh but not necessarily because they don't like the song but just because it would be funny to do. The impact that this would have on the audience is that it would make them laugh and also it can put them off the proper song because they heard the parody to it.




Referencing

This is when the music video includes footage from another media text such as a film. A example of this would be Skyfall by Adele because in the music video there are scenes of the film such as at 0:32 you can see James bond in a clip from the film. The institution would do this to promote the film as well because this song is the sound track to the film from this both awareness of the song and the film raises because they are seen in a film and a song. The impact that this has on the audience is that if they didn't know about the film then they might go watch it because if they like the song then they will like the film because the song is about the film. I could use this in my music video to help raise awareness because if i was to choose a popular film which a lot of people watch or a newly released film then a lot of people would hear m song then go listen and watch it on you tube.


Pastiche/Homage

This is when it pays homage to another artist to copy there style eg clothing. A example of this is Chris Brown in the song Fine china in this he copy's Michael Jackson clothes you can see this in 2:01 because he is wearing the clothes that Michael Jackson would where in his music videos. Also he does sound effects like Michael Jackson would as well you can hear this in 1:26. The institution would do this because it pays respect to Michael Jackson because this song was released soon after he died. Also Michael Jackson was a very popular artist world wide so by copying the things he do he could become popular like Michael did. The impact on the audience is that it reminds them about Michael Jackson and also it makes them like Chris Brown more because is he copying something which someone very popular did. I could potentially use this in my music video by copying another artist for example Tinie Tempah is known for wearing black sun glasses so in my music video i could use black sunglasses.