Interpreting Lyrics Through a music Video in how the audience accept/understand it
Extending the songs meaning to the audience
Allusion making reference to other things (PASTICHE and PARODY)
Links and Collaborations
Techniques
Cutting to the Beat: is an element of editing in music video determining whether or nor the video is cut to the beat or tempo of the song
An example would be The Offspring's Pretty Fly For A White Guy which along with having Cutting to the beat it has parodic and humorous qualities which also has a narrative explaining the story of the music video and "live concert" shots.
Visual Effects: Due to their experimental nature and freedom of expression allowed, music videos have been the basis for experimenting with new visual effects particularly in the early days of CGI an example of this is Dire Strait's Money for Nothing which includes ''live concert'' shots along with an interpreted storyline narrative based off the lyrics.
Miming and Lip Sync: is a well established technique of the music video, the artists will often mime and lip sync in their videos to connect their image and performance to the sound of the song. This is where they 'pretend' to sing the sing as if they were singing live an example would be Paul Simon's Call Me Al.
Chroma Key: This is Special effects / Post production technique for compositing (layering) two images or video streams together based on colour hues (chroma range). this process is called green screen an example is Red Hot Chilli Peppers' Californication which mixes an animated CGI video game sequence with live shots of the band which is surreal and is unrelated to the song lyrics.
A-Ha's Take me On has Shots which are cut to the beat with cartoon animation and visual effects along with live action sequences which are unrelated to the lyrics. The Styles are moderately violent along with high lighting and colour (or lack thereof) ranging from a cafe to a surrealistic location.
Lady Gaga and Beyonce's Telephone is a narrative based story featuring in the music video with bright lighting set in a group of realistic locations with surrealistic behaviour and costumes with shots cut to the tempo of the song along with choreographed dancing along with featuring humorous qualities and an illustrative story.
Friday 7 October 2016
Assignment 29.1 Understanding The Purposes of a Music Video
Firstly for the Purpose of Promoting an artist
A Prime example of promoting an artist would be the Song and official video for Marshmello's song Alone which is a story based video centred around the DJ/Character Marshmello who's face and logo is featured throughout the video who overnight becomes locally famous and gains a following regarding his music however in the beginning of the video he is bullied and outcast from the others which inspired the song title Alone.
The various shots in the video are mid/close-up shots of Marshmello who is the protagonist and during the beginning of the video the shots are sweeping/panning low/mid shots meant to undermine and show relativity to the character as well as increase recognition of his face which is the unique design and selling point of his merchandise the shots all based on his face (which is also the logo of his merchandise) promotes him and his advertising even further throughout the video, and reaching the end of the video his music catches on between the students and they imitate his face in an attempt to look like him thus increasing recognition of character in the video making him memorable and more of a business opportunity to sell albums, singles, EPs and merch and to promote PR and artist image. The background of Marshmello is that he is an artist who's been signed on by indie internet label Monstercat which in turn would account for the self manufactured merchandise and placement of characteristics and logos within the song itself which in turn are integrated into music videos to increase promotion of merchandise, albums and artists.
Bibliography:Monstercat (2016) Marshmello - alone [Monstercat official music Video]. Available at: https://www.youtube.com/watch?v=YnwsMEabmSo (Accessed: 26 September 2016).In-line Citation:(Monstercat, 2016)
Secondly for Synergy purposes involved in another form of Media (e.g. Film)
Another prime example of a song being involved in the promotion and advertising of a film would be Heathens by twenty one pilots made for the promotion of Suicide Squad which is set in the same setting as the film however is set in the Belle Reve Security Barracks where criminals are kept and instituted which teases the audience into the setting for the highly anticipated film and leaves a graphic imprint of the setting to those who were enticed by the films trailer and rumours of location attracting more audience members and therefore raking in more money by showing snippets of location and characters featuring in the film which increases both artist and film PR and increases hype for the audience about waiting to see the film.
Also on the note of showing glimpses of characters and setting would perhaps show more clips and airtime than most trailers would which shows a reason for watching the artists in future for more up to date clips and teasers for films that they'll produce music for in the future even further increasing Artist PR.
Coming close to the edge of the trailer is a shot which features security guards storming what seems to be a derelict office which imbues mystery into the course of the films storyline which leaves unanswered questions throughout the rest of the music video which even then makes potential audience members question the plot and maybe are seeking closure from what the ending of the film may potentially be and the scene itself offers a sly easter egg which is the music video itself.
Bibliography:Fueled By Ramen (2016) Twenty one pilots: Heathens (from suicide squad: The album) [OFFICIAL VIDEO]. Available at: https://www.youtube.com/watch?v=UprcpdwuwCg (Accessed: 27 September 2016).In-line Citation:(Fueled By Ramen, 2016)
An Example of an artists increase in media activities (e.g. Film)
A key example of an artist showing their increase in media activities such as pursuing the film industry would be Will Smith's "Men In Black" Music video which also promotes the film of the same name.
In the Music video along with showing off Costumes and set for the then upcoming film, Smith shows his change in career with expensive studio paid CGI, Practical Effects and Props along with Mass Choreography shown unlike any of his prior music videos which detail his change from street rapper (with friend DJ Jazzy Jeff) to studio funded music producer and choreographer along with recent career changes to acting.
Furthermore the shots and editing are that of Hollywood quality to match the sets, costumes and Smiths prospects for the future.
Bibliography:WillSmithVEVO (2014) Will Smith - men in black. Available at: https://www.youtube.com/watch?v=fiBLgEx6svA (Accessed: 30 September 2016).In-line Citation:(WillSmithVEVO, 2014)
An Example of an artist Promoting a Particular Song
Eminem's Stan is a music video devoted to its own story and promotes itself in a fashion dedicated to the song and for the most part cutting out eminem during the length of the song with a story based on his fans craziness over fan-mail and taking things literally over his lyrics and songs however the story features stan and his life more than an explicit video of eminem himself
Bibliography:EminemVEVO (2009) Eminem - Stan (Long Version) ft. Dido. Available at: https://youtu.be/gOMhN-hfMtY.In-line Citation:(EminemVEVO, 2009)
An Example of an New Artist
Professor Green's debut single Monster promotes himself as the event in his own horror house, you can tell who he is as he occupies the most screen time than other actor/character in the music video which is meant to embed his image and style and to promote himself towards the audience and possible business decisions and record labels.
Like previous song Stan, Professor Green embeds himself in the storyline of his music video however makes himself the centre of attention with panning shots focused around him and mid shots in an effort to relate with the public to make himself a more believable and appealing rapper thus increasing PR and public image.
He uses practical effects along with lyrics to produce humorous effect in an attempt to be unique and stand out from the competition thus increasing income. Bibliography: ProfessorGreenVEVO (2010) Professor green - monster. Available at: https://www.youtube.com/watch?v=f9pASavjAtI (Accessed: 7 October 2016).In-line Citation:(ProfessorGreenVEVO, 2010)
An Example Of A Record Label Increasing Income
A Prime Example of a record label increasing income would be The late Michael Jackson and Justin Timberlake's duet in Love Never Felt So Good in which a Collaboration of Original Footage mixed with tribute dancers and a increased sound quality in effort to sell Michael Jacksons Album Xscape.
The Included Original footage appeals to nostalgia and fans of Michael's work before he died.
The tribute dancers are also seen wearing an array of album work for the album increasing appeal for merchandise effortlessly in an attempt to get more money out of the legacy that was left behind.using iconic moves to evoke feeling into the audience along with the previously aforementioned original footage brings up feelings of sadness and emotion which pander to fans and members of the public.
Bibliography:
michaeljacksonVEVO (2014) Michael Jackson, Justin Timberlake - love never felt so good. Available at: https://www.youtube.com/watch?v=oG08ukJPtR8 (Accessed: 7 October 2016).In-line Citation:(michaeljacksonVEVO, 2014)
In all the purposes of a music video range from promoting a new artist to increasing the income of an artist long gone and are mostly done to an effect and standard rarely achieved by most record labels.
