Assignment Brief 1: Task 4 - Understand the techniques of music videos

Task 4 - Understand the techniques of music videos

This is my lip sync video that i made for the Elton John and Kiki Dee song Don't Go Breaking My Heart. The post will be explaining the different ways that i edited the footage and the way i got the lip syncing in time with the song.



When filming the lip sync music video we filmed 4 different shots, 1 of the two singers, 2 individuals shots and 1 shot for the two background singers/dancers. For my first shot of the two singers i done 3 practice shots and then 3 actual shots. For the 2 individuals shots it only took one shot for each of the individuals shots. When it came to the shot of the background singers/dancers it took at least three attempts to get the shot because of confusion in when to start singing and also confusion in the dancing. The camera was positioned in front of where the microphone was and it stayed in the same position the whole time and it was only ever touched when it was starting recording and when it was being stopped recording. When we was filming i made sure that we was all in the shot and that we wasn't over recording and that when lip syncing they weren't moving out of the shot. Also when it came round to arranging my clips i had to label them so i knew which clip was which and it would be easier to edit the footage.

When editing the footage i used markers to mark where the singer started lip syncing and on the music i put a marker where the singing actual started and then lined them up so that the lip sync would be in time with the music. As you can see below the shots are layered and then marked so the markers match each other to get the music and the footage in time with each other.

Also when editing the footage i layered the the shots and then edited it so that they faded in and out from each other instead of cutting the footage and having the possibility that i may cut too much off the shot and have to start over again. As you can see below the clips are edited so that they fade in and out from each other without any cuts. Also as you can see the lines that are all over the shots are to switch between the clips so that it is going between each lip syncs and so that there is always different shots for each part of the song.

Also there was a certain part of the song where i had to be careful when editing because it had to have a certain shot and it had to be in time with the music because it was a quick transition between shots because the singing and the beat of the song was quite fast at that point. Below was the clip of what the important shot was and why it had to be edited in at the right point and that it couldn't be too early or too fast.

The Pretender - Editing A Band Sequence

We spent our time watching The Foo Fighter - The Pretender and we was story-boarding every different shot there was during the time we was watching it. We story-boarded the first 45 seconds and in that time there was 28 different edits and there was also a large range of camera angles. There was 1 extra long shot, 7 long shots, 11 mid shots, 8 close ups and 2 mid shots. Each shot lasted for a different length of time. Some lasted more than a second but there was some shots that were under a second which were going to the beat and speed of the song.

Below is the pictures of the story boards that I made for the music video The Pretender.

The software that we used was called Adobe Premiere Pro. We got the music video to The Pretender and imported it into Adobe Premier Pro along with individual pictures of every shot that we story-boarded of the video. 

This is a screen shot of all the pictures and music video to The Pretender which was imported into Adobe Premier Pro.

After the pictures were imported they had to match the beat. It was important that it matched the beat because the aim was to try and recreate the music videos with the pictures of the story board. I done this by making sure that every picture came in at the exact time that the original video changed so that every thing would match and look relatively the same. Below is picture of the picture matching the actual video.

The task of matching the storyboard pictures to the actual music video was a success because i was able to match the pictures perfectly with the actual music video so that they came in at the same time. The only difficulties that i came across was some of the images were quite hard to get in time because at one point there was a fast beat which made it harder to get everything in time.

Below is the final result of what the video looked like from the storyboard pictures compared to the original.

From this I learned how to use Adobe Premier Pro and i have learned different skills that i could use to make the videos that i am creating better because i can use all different techniques.

Assignment 1: Task 3 - Editing to the beat (music video techniques)

Task three - Music Video Techniques

This is the final edited version of the music technique exercise. In the music video there are many different techniques that are used to make music videos more appealing and eye catching. The following are just a few examples of what most music videos have included in them.

Cut to the Beat

Cutting to the beat is used in music videos because if it is done right it could be very effective. For example if there is a drop in the beat or a little pause you would't wanna keep the same shot over again so when there is a change in the beat you would be able to cut the editing and put a new shot in. Also if the music video is telling a story if you cut to the beat it would be more effective because if the song is going fast and the editing is fast then people will know that something important is going on in the music video and because of this it will appeal to more people just because it has been cut to the beat. In the example i have put you can see that at the start at every big beat there is a cut in editing to a new shot and to add more emphasis to the music video.

Effects - Split Screening

In music videos effects would be used to make the video seem more appealing and professional because if the music video was dull and bland nobody would want to watch it, where as if there was different effects in the video it would be appealing and it will also stand out more than videos that have nothing. Also if different effects are used throughout the music video more people will remember it because it stands out and if people remember it then the song will get bigger and then the music video will get bigger and more people will want to watch the music video. As you can see the example i have out up is the split screen effect. Split screens would be used when there is more than one thing happening at one time and that should all be shown together because it would give the video a more professional look and would also make the music video be different and be eye catching.

When split screening you would have to have multiple shot layered on top of each other. you will have to crop them and move them around so that they are in the right place and that there is room for all of the chosen shots to fit on the screen.

After you have selected the crop button then you will have to crop the shot down to the size that you want it and then you will have to move it to the place that you would like the shot to be placed on the screen.

Chroma Key

Music videos would use Chroma Key to make a certain thing stand out so that all focus will be on that certain object instead of the focus being all over the screen. Also they would use Chroma Key to give it a more professional look and to make the music video appealing to people because there isn't many music videos that would use Chroma Key because it is hard trying to find the right time to put it in. The example i have shown is a crocodile and a tiger driving down the road in a red car. I have chosen to make everything black and white and leave the car in colour to make the viewers focus on the car because it is an important part in the music video. Also if chroma key is used then it would have people wanting to view it just because it is different from most other music videos that have previously been released.

When you're using Chroma Key you will have to duplicate the same shot and then you will have to layer one on top of the other. On the bottom clip you will have to double click it and then go to effects at the top of the page and the chose video effects and then choose desaturate. Once you have desaturated the bottom clip you will have to double click the top clip go to video effects and choose Chroma Key.

After that you will have to select Chroma Key which comes up above you clip and then you will have to click the button that looks like and oval shape in a box. After this you will have to move then sliders over to the colour that you want to keep and once you have done that then you'll be able to play the clip and you will have a certain colour standing out in a black and white background.

Assignment 1: Task 2 - Understand the styles and conventions of music videos

Understand the styles and conventions of music videos

Andrew Goodwins 6 key conventions

Andrew Goodwin has identified the following features of music videos:

1. Music videos demonstrate genre characteristics (eg stage performance in metal video, dance routine for boy/girl bands).
2. there is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).
3. There is a relationship between 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 may develop motifs which recur across their work (a visual style).
5. There is frequently reference to the 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).

1. Music videos demonstrate genre characteristics (eg stage performance in metal video, dance routine for boy/girl bands).

Girl/boys Bands

In boy/girl bands there is always the same reacurance in most music videos for their songs. For example  in girl band music videos their is always hair flicking, formation dancing and suggestive touching. But in boy band music videos there is some similarities there is formation dancing and their is also slow motion, black and white and also there is laughing and joking. Examples of this are Girls Aloud - Sound of the Underground and The Wanted - Walks Like Rhianna.

Rock Bands

In rock band music videos there is always the same reacurrances. These accurances are instruments being played and it being recored in a video. They would rather show off their talent then make a high budget music video, instead they will show of their talent in the music video. But this still appeals to people bercause the music videos are different and stands out from other videos. An example of this is the Foo Fighters - The Pretender.

Indie/Folk Bands

In indie/folk band music videos there is always going to be the smae reaccurances. These accurances include instruments being played, calm environments and friendly people. the would use these in their music videos to show that the music is going to be calm and friendly and that they also care abpout their music. An example of this is The Lumineers - Ho Hey.

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting)

In some music videos they link the lyrics with the visuals of the music videos. They could do it for three different reasons, they could be doing to illustrate the lyrics, amplify the lyrics or even to contradict the lyrics. 

An example of illustrating the lyrics in a music video is Nelly Furtado - Im Like A Bird. In the music video you see her flying like a bird and birds flying around in the background. This illustrates the lyrics of the song because it is related to what she is singing about, because she sings about wanting to fly like a bird and then you see her flying like a bird and birds flying around. Below is the song and music video for Im Like A Bird.

An example of amplifying the lyrics in a music video is Miley Cyrus - Wrecking Ball. In the music video you see her smashing things up with a wrecking ball and a sledge hammer. The music video is amplifying the lyrics of a relationship being wrecked. So because of the lyrics being about a wrecked relationship you see her wrecking things in the music video. Below is the song and music video for Wrecking Ball.



An example of contradicting the lyrics in a music video is Daniel Powter - Bad Day. In the music video you hear him singing about how is day is bad but in the music video you see someones day getting better by meeting someone that makes them have a good day and cheer them up. So therefore the lyrics and the music video are contradicting each other because you don't actually see someone having a bad day. Below is the song and music video for Bad Day.

3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting)

In some music videos they link the music with the visuals of the music videos. They could do it for three different reasons, they could be doing to illustrate the music, amplify the music or even to contradict the music. They would do it for the pacing of the music such as fast, normal or slow speed which the editing will illustrate, amplify or contradict.

An example of a song that has an illustrative music and visuals is Nirvana - Smells Like Teen Spirit. The music video really matches the aggression that the song has and is illustrating the music and the visuals. Below is the song and music video for Smells Like Teen Spirit. 

4. The demands of the record label will include the need for lots of close-ups of the artist may develop motifs which recur across their work (a visual style)

The demands of the record label will include the need for lots of close-ups of the artist may develop motifs which recur across their work (a visual style). An example of an artist that has their own style that they are known for is Katy Perry who is usually known for her bright and colourful music videos and they different colours hairstyles that she has in all of her music videos. Also because she has her own motifs that she is known for when anyone sees one of her music videos then they will know that is is going to be bright and colourful or something different to what most other artists would have their music videos like. An example of this is California Gurls, in the music video it is brightly coloured and is different coloured hairstyles and is also different from most other music videos. Below is the song and music video for California Gurls. 

5. There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body

There are frequently references to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. Some music videos would have very controversial  things happening within the video. For example in some music videos they would use the female body to attract people to the music videos. They would do this so the music video will get popular and because the music video is popular the song itself would come popular and they will be able to sell more copies of the song. An example of this is Benny Benassi - Satisfaction. In this music video you see women using power tools is small outfits to attracted people to the song. Below is the song and music video for Satisfaction.

6. There is often intertextual reference (to films, TV programmes, other music videos, etc)

Some music videos often have intertextual references to films, TV programmes, other music videos, etc. A certain music video is Lady Gaga ft Beyonce - Telephone. In this music video they reference Kill Bill and Thelma and Louise. They would do this because the films are very well known and if people see the music video referencing to these films then the viewers would want to watch the music video more. Also they would do that because if people are remembering the music video then they are gonna remember the song and because of this the sales of the song will increase. Below is the song and music video for Telephone.

Different forms of music video such as digital, or stop motion animation; in-concert; “as live’ footage; studio based; cinematic

There are many different forms of music video. These include;

• Digital
• Stop motion animation
• In-concert
• 'As live' footage
• Studio Based
• Cinematic

Digital music videos are music videos that are animations that are created on computers. An example of a digital music video is Gorillaz - Clint Eastwood. Every scene of the music video has been made on a computer. In the music video you can see all different styles of editing, you can see slow-motion and reversing the shot. Here is the music video to Clint Eastwood by the Gorillaz.

Stop motion animation music videos is a combination of still images which are put together to make it look like they are moving. An example of this is Peter Gabriel - SledgeHammer. In the music video you can see that it is a combination of different still shots that are combined together to make the music video. Below is the music video to SledgeHammer by Peter Gabriel.

A in concert music video is footage of the artist performing at a concert and the footage being used to create the music video for the song. An example of an in concert music video is Coldplay - Fix You. In the music video you see the lead singer walk down the street and then walk on stage in a concert and carry on singing in front of a crowd. Below is the music video to Fix You by Coldplay.



Studio based music videos is footage of the recording or the song so it has the artist/artists in the studio recording them singing their song. An example of this is is Band Aid 20 - Do They Know It's Christmas?. In the music video you see all the artists singing in the studio and this has been used for the video. Below is the music video to Do They Know Its Christmas?.



A cinematic music video is that tells a story in the duration of the music video. An example of this is Eminem - Stan. In the music video you see someone that is obsessed with Eminem and decides to write him a letter but because he didn't get a reply he went crazy and decided to kill himself and his pregnant girlfriend. Below is the music video Stan by Eminem.

Different styles of music video such as a narrative based; impressionist; surrealist; pastiche; parody; homage; intertextual

There are many different styles of music video. The following are the main styles;

• Narrative based
• Impressionist
• Surrealist
• Pastiche
• Parody
• Homage

Narrative Based

A narrative based music video is a video that tells a story as it goes along. These would generally be used to catch the viewers attention because they will be drawn in because they can see a story is being told along the way and because of this when ever they hear the song they will remember the music video and it will become a popular song. An example of this is Lady Ga Ga ft Beyonce - Telephone. Along the way of this music video you see a story unfolding and because there was a story the song became very popular and because of this it was in the top 10 of the charts for a weeks. Below is the music video to Lady Ga Ga ft Beyonce - Telephone.

Impressionist

A impressionist music video is a video that is usually very artistic. They would make an impressionist music video to stand out from other music videos that are being released for other songs. They would want to stand out because they will be noticed and they will become very popular because they are different. An example of this is Gotye - Somebody I Used To Know (Feat. Kimbra). During the music video there is a very artistic theme which made the song stand out from many others when it was released. Below is the music video to Gotye - Somebody I Used To Know (Feat. Kimbra).

Surrealist

A surrealist music video is a music video that is something different from what you  would normally see for music videos. These types of music video would be made because they are original and very uncommon to be used. An example of this is Mister Heavenly - Bronx Siniper. This video is very surreal and there is probably no other music video that could be compared to this. Below is the music video to Mister Heavenly - Bronx Sniper.

Pastiche

A pastiche music video is a music video that is imitating different things such as a certain time or a certain place that is very memorable. A example of this is Christina Aguilera - Candyman because her music video is set back when it was war time in America. This music video was made this way because it will appeal to a large amount of people because they may be interested in war times or because not many people may make music videos set in the war times. Below is the music video to Christina Aguilera - Candyman.

Parody

A parody music video is a song that is generally funny music videos. They would make parody music videos because people would generally find them humerous because they are doinbg things in the music video that people would find funny so it would make them want to see the music video again. A example of a parody music video is "Weird Al" Yankovic - White & Nerdy, this music video is thaking the 'mick' out of Chamillionaire - Ridin' ft. Krazie Bone. Below is the music video to "Weird Al" Yankovic - White & Nerdy.

Homage

A homage music video is a music video that is copying features.  Homage music videos are used because they are very different from other music videos. They are generally different becuase they could be using different styles from things like films such as action, horror, comedy etc. An example of a homage music video is Michael Jackson - Thriller because he is using a zombie theme to make the video. Belwo is the music video to Michael Jackson - Thriller.

Intertextual

A intertextual music video is a song that refrences to other films. They would make songs like this because they are very popular and will do very well in the charts because the music video is popular and people will listen to the song so they can remember the film that it is refrencing. An example of this is Pharrell Williams - Happy, in the music video he makes refrence to the film Despicable Me 2. Below is the music video to Pharrell Williams - Happy.

Assignment Brief 1: Task 1 - Understand The Purpose of Music Videos

Task One – Understand the purpose of music videos

There are many different purpose and opportunities that a music video may have. These are the following different purpose/opportunities:

• Promotional 
• availability of artists 
• extension of income
• extension of outlets (music channel, direct DVD and CD sales, website, download)
• synergy (films, TV programmes)
• the strategies producers' use (major label, independent artist, self produced)

Promotional:

Some music videos have an opportunity for promoting certain things. They decide to promote things because they believe that the music video/song is going to be big so they put a product in the video to increase the sales of that certain product. For example in the Miley Cyrus - We Can't Stop at the start there is a Beats Pill. The Beats Pill is there because there was a promotional opportunity. 

Availability of Artists:

In 1964 The Beatles starred in their first feature film A Hard Days Night, directed by Richard Lester. 
A year later in 1965 they then began making promotional clips for distribution and broadcast in other countries. 
They did so to enable them to promote their record releases without having to make a in - person apperance. It was only after the success of Queens Bohemian Rapsody that it became regular practice for record companies to produce promotional videos for artists' single releases.
 Top Of The Pops was very popular and they would make whoever was number 1 in the charts perform their song, the only problem was that Bohemian Rhapsody was at number 1 for 9 weeks and they couldn't always attend the perform their song. Because of this before promo videos became popular if the artist was unavailable they would have their music broadcast and accompanied rather than such as Pan's People.



Extension of income:

The extension of income promotes the artist/single/album and it also persuades audiences to buy the CD or buy the dowload. It is also important for the labels to extend the income because it raises the audience awareness or profile of the artist/ group, for example if the artist is on tour or doing a festival, more people would want to go see them because they are more aware of the artist and then this will increase the income. Also some artists may use product placement to get more income. They would do this buy placing one of their products in their video so when people see it they will be influenced to go out and buy the product because they would want to be more like the artist. An example of this is Christine Aguillera when she placed her perfume in the music video for Not Myself Toinght.

Extension of Outlets (music channel, direct DVD and CD sales, website, download):

Some music artists will use all different outlets to promote their music videos. They could use things like video channels, online music sites, stores to sell their CD's and they may also release a DVD with all of their music videos and song on. They would try and promote their music because by promoting their music videos they will get more money and they will also be able to have a bigger budget for when it comes round to making another music video. Some example of outlets are; Youtube, 4Music, Viva, MTV, and HMV. They would try to get as many outlets involved in the selling of their products because the more outlets they have the more money and the larger the profit is that they will earn. Below is an example of Will.i.am using Youtube to advertise his music video.

Synergy (films, TV programmes):

Synergy is when an artist makes a certain song and music video for films or TV programmes. They would be paid a lot to make a music video and song for films or music videos because they song will have to very popular to advertise the film/TV programme. Also when it comes round to the film/TV programme being released people will hear the song and then it will become very popular and because of this they sales of the song will increase and the artist will make more money than they would if it was just a normal song. An example of that is Take That - Rule The World, they made this song and music video for the film Stardust. Below is the song and music video for Rule The World.

The strategies producers' use (major label, independent artist, self produced):

There are three types of different producers that use different strategies, these producers are; Major Labels, Independent and Artist self-produced. 

Major Labels

The music industry is very much made up of four multi-national industries, these are;

• Universal
• Sony Music
• Warner Brothers
• EMI

These are know as the 'The Majors'. Most of these industries are backed up by smaller business, that are part of them, that have stakes in other industries e.g. Film, TV and Electronics.

Most of these 'majors' license, or own, of smaller different industries in order to branch out to other audiences that like different kind of genres. These include;

• Columbia
• Syco
• Island
• RCA
• Virgin

These companies are generally known as 'Major Independents'. 

The strategies that major labels use is VEVO. VEVO is a website to watch music videos which is operated by Universal Music Group, Google, Sony Music and Abu Dhabi Media. VEVO was launched back in 2009 on the 8th of December. The videos on VEVO are shared all across the web, Google and VEVO both share the revenue for advertising the videos. Three of the 'Big Four' Major Labels have their videos shown on VEVO: Universal, Sony Music Entertainment and EMI Records. Warner Music Group was initially going to be showing their content on the service, but  then they decided against in and formed a rival alliance with MTV Networks.

Independent

There is a very large number of small companies a small or no connection of finances with 'Major Labels'. Smaller companies usually focus on a small number of acts, within specialised groups in the industry, such as; Hip Hop, Rap, Electronica and Dance. These small companies are called 'Independents'. An example of a very successful independent is 'Warp Records'. It is often known that popular 'Independents' are bought by 'Major Labels' and they then become a 'Major Independent'. 

Independent or 'Indie' producers often view their work as a piece of art and not just as a way to advertise their music industry. These types of producers are very popular with some mainstream artists.

Chris Cunningham made is directorial debut with the music video for 'Come To Daddy' with Aphex Twin back in 1997. The music video was praised, banned and was spoken about by many people within the music industry.

Artists Self-produced

Artists self-produced are often the people with small budgets and are unknown artists. Making your own music videos and using YouTube could do great things for and self-produced artist. 
An example of a self-produced artist that became big is Justin Bieber. Justin Bieber was discovered in 2008 by an American talent manager named Scooter Braun. Braun came across Biebers videos of him singing on YouTube and decided to sign him became his manager.

Emil Nava began as a runner for film production companies. He worked for Blink Productions. But he now freelances for OB Management. After working as a runner Nava graduated to Assistant Director (A.D.) where he would be allowed to manage the video shoots. Nava later signed with Academy, who are the biggest music video production company. After he then worked for Between The Eyes but he now mainly works for Pulse.
At his busiest Nave made 24 music videos in one year. When he began shooting videos his budget was very small as low as £5,000 to £10,000. The most expensive music video he has made so far is one for Jessie J where his budget was £160,000.
Nava has made videos for some big names these include Ed Sheeran, Jessie J, Rita Ora and Poloma Faith. Below is an example of his work for Ed Sheeran - You Need Me.