Conventions of a Music Video 

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.

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.

My favourite music video
one of my favourite music videos is the song Marble Soda by Shawn Wasabi as its a single shot video of him playing the launchpad (custom built sound sampler) however the bright lighting accompanied by the optimistic and easygoing tune mixed with flashes of comedic pictures highlights the optimism and jot expressed in his song.
Also the song takes advantage of an easter egg with the "awesome" youtube code which when the term enter is input into a full screen video the sound and video playtime bar is flashing in the colours of the rainbow.
The Purpose of the video is to show that the music he makes is created himself and is much the old videos of the 1950s which express the music itself and not the glamour of being famous

Music Videos 1925-2016

1925- Benny Burns: Basic one shot recording of band playing.

1929- Bessie Smith St Louis Blues: Basic but more in depth video including actors and a set. 

1950s- Elvis Jailhouse Rock: Synchronised dancers included with settings with dynamic camera movements and multiple shots and techniques such as mid range close ups, panned cameras and slow/medium zooms on Elvis, Filmed on a heavily decorated set.Increased film quality.

1960s- Bob Dylan Subterranean Homesick Blues: Also including a set however and an actor in what may be the earliest lyrics video yet as it features one person showing the words of the song as they are sung.

1960s- The Beatles Strawberry Fields: In colour featuring the artists and very "trippy" featuring a heavily decorated set and props along with video effects such as rewind and with highly regarded quality.

1970s- Queen Bohemian Rhapsody: Colour and set lighting with editing fades and cuts between song video mixed with zooming in and out, costumes and makeup are included and applied to the artists, Smoke used and more editing effects than any other video prior including copying videos and including them to seem as if they've been multiplied.

1970s- DEVO Jocko Homo: Set included with costumes and makeup....not gonna lie..its pretty damn weird.With further editing styles such as quick cuts and fades however has quite low video quality.

1980s- David Bowie-Ashes to Ashes: Huge Sets spanning from Mars? to a Kitchen with actors in costumes and with heavily applied makeup for effect, includes plenty editing styles such as colour contrasting, inverting of footage and fades and cuts and the introduction to Green Screen.

1980s- Buggles Video Killed The Radio Star: Colour reduction, green screen,practical effects such as explosions, costumes, makeup zooms and camera tilting/angles for effect.

1990s- Spice Girls Stop:Increased video quality, colour grading and choreographed dancing with costumes and makeup.

1990s- Nirvana Heart Shaped Box:Plenty effects such as green screen and focusing and animated background along with practical props such as the ravens, darker symbolic meaning and controversial interpretations

2000s- Blink 182 ALL THE SMALL THINGS: Sets, Humour, A Plane, actors and parody to other boyband videos at the time. Video effects such as flashes, cuts,fades,zooms and pans. Colour Contrasting and Reducing along with Grading and inverting.

2016-Future and The Weekend:Colour grading and sets included and practical effects such as fog, lighting and props .

Most Memorable TV Advertisements

For me my most memorable TV advert was The Titanfall TV advert which was memorable due to the catchy song which accompanied the advert and the action packed advert itself which kept audience members hooked.
It had appealed to the male demographic due to the protagonist and antagonist being male, in addition the protagonist had impressed a girl by getting rid of an ticket inspector due to this and the fact that an seemingly average everyman is the protagonist meaning it doesn't pander to the rich and wealthy it specifically targets a 15-21 middle class age range regardless of its 17+ age rating.

Tagline, Music and Sound

The Titanfall Tagline was "Prepare for Titanfall" which in-game would indicate that your Titan/Mech was ready for departure to wreak havoc to other players.The Music and Sound are non-diagetic and a dramatic difference as the Futuristic and Industrial sounds are Different to the cover of My Shadow and Me by Frank Sinatra and Sammy Davis Jr which is considered a classic song.

Colours, Settings and Audience reaction

The Colours and Settings are futuristic and urban and set in a future not too far ahead from our own so that the havoc that is caused among the streets can be relatable to an extent, the lighting matches this urban landscape. During the length of the advert the audience is imbued with a sense of awe and jealousy of wanting their own personal Titan which the advert plays on with the additional tagline "Life is better with a Titan" the advert also plays with this by connoting that whilst you can't have a Titan in real life that playing the game is the next best thing.

Advertising form, Editing and Camera

The form of advertising is a mix of a realistic urban environment however is contrasted by the animated anti-realist Titans and anti-realist/chaotic behaviour along with the Titans themselves being animated.
The advert is that of a surreal experience as a whole due to the chaos that ensues and the experiences which are teased to play in-game which increased the "hype" of the game and also increased excitement for gameplay.
The Technical camera shots mixed with editing style greatly increased and gave a cinematic feel to the advertisement while also showing emotion and humour as given by the civilian reactions and the emotional looks expressed by the antagonist and protagonist such as shock, relief, elation and joy which is shown by prolonged close-ups contrasted with quick cut editing and worms eye view of the main characters and their Titans along with panoramic mid-length shots to show public reaction.


The mis-en-scene and iconography.
During this shot you can tell that the main character is a normal/average 'every-man' you can tell he is single due to the lack of wedding ring and the attempt to impress a girl he passes by on what can be assumed his way to work which can be evident due to the smart/casual clothing and non emotive "bland" brown messenger bag.

During the second shot you can tell that the antagonist is also an average 'every-man' due to similarly matched smart/casual clothes however you can tell he is an antagonist due to the stereotypical red clothed contrast to the blue clothed ''hero''  this is also backed up by his Titan who fulfils the red eyed robot film trope commonly seen to connote that the robot is ''evil''.

The advert is making itself memorable by making itself funny imbuing envy and awestruck disbelief into their target audience of young urban ''gamers'' without use of celebrity endorsement, it also seems to parody the 'everyday lifestyle appeal' that other products and games use such as the Wii's ''fun for all the family'' lifestyle target.The overt messages broadcasted in this advert were those of explicit joy and emotion whilst being accompanied by the titian or by playing the game, whilst the hidden message showed that whilst so much joy can be had whilst playing the game, resuming to not play the game or ignore it would make your life (in effect) boring and regular in contrast to the fun and excitement shown by the main characters. Whilst the song on the advertisement is not original the cover of it (recreated by the EA music and sound department) is joyous and slightly catchy so that in hearing it you can associate yourself with the advertisement.

Hey I'm Malachi and I'm a 16 year old college student studying Media and Business.