Music Videos

There are 5 different components to his theory.

Synaesthesia Narrative and Performance The Star Image Relation of Visuals to Song Technical Aspects of Music Video

Andrew Goodwin's Theoretical Framework

http://www.youtube.com/watch?v=rj8msvCsOew

Styles and Conventions

In this music video, they have used a variety of different camera shots and angles. The majority of the camera movement is filming the BMXer from behind, from another bike. However a minority of the shots are filmed from a go-pro devise where it is facing up in to his face (from the bike) or looking down on to the handle bars (from his head). The footage is sped up to make a fast paced and rushed effect. I like this because it suits the fast tempo track. The editing of this video is pretty straight forward. The editor has used jump cuts frequently throughout the music video. The lighting is natural in the majority of the music video however there has clearly been some artificial lighting used. There is no vocals because this is a classic Drum and Bass song. The props used, A bike and a Skateboard. There are only two specific actors (who ride the BMX and skateboard) the rest of the ‘actors’ are the public who are unaware they are being filmed.

DnB

Hip-hop

Styles and Conventions http://www.youtube.com/watch?v=pCx5Std7mCo

In this music video the editors have used longshots, close ups and mid shots. The most frequently used shot is the mid shot because It seems to be the most relevant. It captures him singing/rapping without being too close or far away. There have been some xtra-close ups of the rappers lips/face. This allows for the audience to see his emotions. The movement of the camera mostly pans to show the most it can in a single shot with out using cuts. The main singer is in almost every shot which shows that he is the most important. He is also usually at the front of the camera which again sh0ws he is of a high importance. In the video the actors are wearing typical hip-hop clothing, like flat peak caps and baggy t-shirts with trainers. They are wearing quite colourful clothes which emphasise the way that the song is quite up beat and happy. The editor has used a fair amount of jump/straight cuts to match the fast pace of the music. The editor has used no dissolves or other visual transitions. The lighting is mostly natural however again there is some evidence of artificial lighting. They have used multiple imaging where they play a faded translucent grey coloured writing that rolls across the screen.

http://www.youtube.com/watch?v=q3XEWnEgSv4

The Importance Of Music Videos

This is a video that I found on YouTube, of a professional in music video production talking about the importance of music videos.

The Purpose Of Music Videos

There are a range of different reasons in which people create music videos to go with a song..

Why Music Videos?

To promote the artist-In a day and age like today it is necessary to have a music video because it almost doubles the amount in which the soundtrack is seen. If you have a good and interesting video, you will get a high number of views regardless of the standard of your music.

Here is an example of on of the most frequently viewed music videos in 2012.. I think it had a very high number of views because it was action packed, different and new. http://

www.youtube.com/watch?v=RNuUgbUzM8U

http://www.youtube.com/watch?v=pls_luhVdAw

This is the "Gangnam Style” the Gangnam style is the 18th K-pop single by the South Korean musician Psy. The song was released in July 2012 as the lead single of his sixth studio album Psy 6 (Six Rules) On December 21, 2012, it then became the first YouTube video to reach a billion views.http://www.youtube.co.uk/watch?v=9bZkp7q19f0

To Extend Their Income

Sales of a particular song due to the popularity of a music

video

Macklemore's and Lewis' single "Thrift Shop" reached number 1 on the U.S. and UK Billboard Hot 100 chart in 2013, selling more than 2.2 million copies. It was the first time since 1994 that a song reached number 1 on the Hot 100 chart without the support of a major record label.

http://www.youtube.com/watch?v=QK8mJJJvaes

Artist’s popularity ratings due to video

An artist called Hybrid Minds produced a pretty psychedelic visual music video that turned out to be really successful. I find it is pretty relaxing to watch so I think this might be a main component of the reason why it increased their popularity in 2012.

http://www.youtube.com/watch?v=kzTllfiJjWs

Artist’s popularity ratings due to video

Cypress Hill composed a really fun and parodic music video to one of their most famous releases ‘Low Rider’. Personally I think that it is so famous because they have mixed animation with reality. The animation looks really neat and precise. They have a story line which makes the video more and individual recognisable. The actors all wear the classic ‘gangster clothing’ which again compliments the song and theme. http://www.youtube.com/watch?v=mMWBh0B9F0M

Songs where the videos aren't as popular

CAXTON PRESS produced a track called ‘WHY’ which unfortunately wasn’t as effective as other competing artists in the music industry at that time. Regardless of the fact that their video was clearly edited professionally as they used many effects and their lighting was spot on. I think the main reason was because musically it wasn’t a very complex track however some of the lyrics and rhyming schemes where quite effective. All in all I think the video should have had more of a complicated story line to attract more viewers.

http://www.youtube.com/watch?v=rszg90uSCBc

The importance of music channels

Referring back to my point that I stated earlier on in this presentation, ‘The more views-The more money’ the way that some artist gain popularity or ‘fame’ is all down to the way that they get seen by the viewers. If your music video was screened on MTV or any other music channels like viva or 4music,you will gain a large number of views. MTV Music Television reaches 387 million households around the world. It is the most recognized network among young adults in America and the UK aged 12 to 34, and is the number one media brand in the world.

Songs for Adverts/Films

One of my favourite songs is called ‘Heart Beats-Jose Gonzales’. Originally he didn’t intend to join up with any advertising company, however SONY asked him if they could use one of his most famous songs for one of their adverts. His cover of The Knifes "Heartbeats" has been used many times. It featured in a Sony Bravia Advert featuring 250,000 coloured bouncing balls in San Francisco. This advert was loved by the viewers, then creating a massive increase in Jose’s popularity!

http://www.youtube.com/watch?v=R_kLwQJUqYU

Songs for Adverts/Films

http://www.youtube.com/watch?v=bQsYxQZu58A

Kanye Wests ‘Stronger’ was used in the film ‘The Hangover Part 2’. Personally I think it was used because the song reflects the meaning of the film with clarity. This is why it is its soundtrack. ‘Now that don't kill meCan only make me strongerI need you to hurry up now'cause I can't wait much longerI know I got to be right now'cause I can't get much wrongerMan I've been waitin' all night nowThat's how long I've been on you’

You may have noticed that some music videos tell a story.. As you listen to a song, when hearing the lyrics it creates an image in your head. If the lyrics are powerful and well chosen this can be very effective, However if they aren't you only get a gist of the meaning of the song and then tend to make up our own idea of what is being told.

Narrative and Performance

When using a narrative music video, this can and frequently creates an emotional attachment with you. The music artist acting as both narrator & participant helps to increase the authenticity however the lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is real.

Synaesthesia is the way in which structurally a piece of music looks. In terms of verses/chorus/breaks and drops.

Synaesthesia

Here are two music videos that have a very different synaesthesia..

http://www.youtube.com/watch?v=icXkuVxJStY

http://www.youtube.com/watch?v=XSbZidsgMfw