The track is interpreted by the lyrics for example the chorus in the track is the most played because it represents and amplifies the track for instance Two wolves is repeated twice in the chorus. We will be using two locations to establish both egos. The music will be there to set the mood and tone of the song. There is also a distortion effect on the vocals for the darker ego so we will use desaturation and add a blur effect to represent the distorted vocals.
*There are two wolves in us
And the one that’s stronger is the one we feed x2
I caught you looking at me in disgust
Its the fact that i don’t trust what you think I must
Although I shouldn’t care really because you’re just
A wanna be queen bee
I’m looking in the mirror
Cause I’m trying to see
What the hell is wrong with me
(Don’t Speak of Treachery)
Ladybird Ladybird fly away home
Your house is boring and your children are gone
*There are two wolves in us
And the one that’s stronger is the one we feed x2
I caught you looking at me with a smile
Can I stay for a while
You see the waves are in increasing in size
Our power will rise, if you open your eyes
Sitting in the sand, beers in hand
The sun is going down
(Speak Positively)
One’s flying east, One’s flying west
One’s flying over the cuckoo’s nest
*There are two wolves in us
And the one that’s stronger is the one we feed x2
If what you’re gonna tell me is the truth
I’d a appreciate that from you
If what you’re gonna tell me is the truth
I’ll be appreciative
(Repeat)
Everyone has a dark side
Everyone has an angel
And the one that controls who you are
Is the one that you feed
(i)Time
Section of song
(iv) Changes per section
0:00-0:29
Intro
Instruments start to come
0:29-0:40
Chorus
Distorted vocals (Pace and rhythm is steady)
0:40-1:03
Verse 1
Distorted vocals (Pace and rhythm is steady)
1:03-1:14
Chorus
Distorted vocals (Pace and rhythm is steady)
1:14-1:26
Instrumental
Pace is slow.
1:26-1:36
Chorus
Distorted vocals
1:37-1:59
Verse 2
Distorted vocals
2:01-2:10
Chorus
Distorted vocals
2:10-2:44
Instrumental
Feeling of Despair is building up pace and rhythm increases
2:45-3:18
Verse 3
Distorted vocals pace slows down
3.18-3:42
Instrumental
Feeling of Despair is building up increase in pace in rhythm
3:42-4:18
Verse 4
Clear vocals the feeling of despair surfaces
(ii)Interpretation of the song's meaning
Meaning of the song is about two egos and whichever one we put more strength into controls our personality.
(iii) Narrative
Equilibrium - Man finds out that he lost his job.
Disequilibrium - Anger, bitterness, despair takes over the man and he begins to see the world for what it really is.
Resolution - The man dies but he is unaware that he is a lost soul.
Skills- I would like to work on Ugo's idea because his idea is simple and clear and he is confident on why this idea would sell to the audience. I have a range of skills to bring to the table. I am a good producer as I was the producer from last year. I'm organised and I always show up on shoot and I can manage my time effectively. I am always determined to get the work done before the deadline. I am experienced editor with Final Cut Pro as I have developed new techniques such as multi-clipping and exploring with depth of field in order to inspire the audience. I am also an aspiring cinematographer with an eye for creativity. I am motivated to learn new skills and from previous mistakes.
For this task, I had to create test footage for my music video to help enhance our understanding on chroma key. The video is a 10 second video including the track that I am using from my unsigned artist which is called Two Wolves by Johnny Hutchinson who is my client for my music video. This will be a guide informing you on how achieve an effective chroma key effect.
To start off, I had to film myself in a green screen performing and lip syncing 10 seconds of the track which belongs to my client. Before that we had to position the lights so that there will be no shadows seen when it comes to the editing stage. After correctly positioning the lighting we were then ready to record. One person had to do the playback, one person had to film it using the camera and to record using the microphone. We had two takes consisting of one medium close up and a close up. The microphone wasn't turned on during the recording but that didn't stop me from syncing the performance and lip-syncing to the correct time stamp.
After acquiring the footage, we had to use stock footage to make it look like we were there when we filmed the video. My mistake was I kept on using footage showing wolves because the name of the track was two wolves so instead I used stock footage of the woods in the night. In order to make it look like I was in the audience, I had to go into effects and use the keyer effect and drag it into both the test footage. So that when I placed in the stock footage it would appear transparent. In other words, you could see the performer and the clip the performer is performing in.
The keyer effect automatically removes the green colour that may remain on the performer but it can be adjusted if it does not suit your preferences. There were bits of green which was surrounding mme so I refined the edges and used the spill contrast to darken the outline so that I blend in with the stock footage. The settings below were the ones I used in order to achieve the look.
Saturation and exposure was used to darken the performer by modifying the shadows, midtones, and highlights to ensure I blended in with the clip. In order to decided the refined edges were correct is that I looked at the edges of my shoulders and looked at the outline. The exposure tool was used to expose the performer to the darkness .
The focus effect also known as the Gaussian was used to give the stock footage a depth of field so that the exposure effect applied on to the performer blended in. Another reason as to why I blurred out the clip is because it was too high quality and it wouldn't make sense for the performer to be blurred whilst the clip wasn't.
To conclude my editing session I think I used the green screen effectively for my first attempt because in comparison to the green screening seen in old music videos there was hardly any effort made to get rid off the green and blue edges on the performer. Also the beat of my track was very sombre so I had to have footage which made the link between the music and visuals since I had to use to seconds of the track so the music gave me more to work with when I was editing.
Purpose of Chroma Key
Now I will be talking about how other music use green screen and whether they have done it poorly or they used it creatively and I will be pointing out why it is terrible.
Chroma key is a special effects technique which allows you to change the background the performer is performing in to a more fitting location depending on the genre of the track. The purpose of using special effects is to create a sense of hyperreality, reinforce the mood of the song. Upon reinforcing the mood of the song, it is easier to establish the relationship between the music and visuals or lyrics and visuals.
Good use of Chroma Key
The reason as to why you want to use
chroma key to reinforce the image and performance is because the artists
performance and image are the two main things that he or she is advertising to
the target audience to make them want to buy tickets to see the show live. An
example music video is FOALS- Mountain at my gates. Mountain at my gates is a
performance music video which used chroma key in order to make the footage of
the avalanche transparent. It was used creatively because it is relatable to
the song. Also it was an interactive music video; when you move your phone you
can see the band performing as if you are actually there. 4 Spherical GoPros
were positioned at opposite poles so you could do a 360 degree rotation with
your phone and you could still see the band perform. Which was an innovative
way of advertising their live performance.
Poor use of Chroma Key
However music video demonstrate a poor use of green screen such as Kanye west but however the music video was successful in terms of popularity so in other words he got away with it. The flaw in his music video was that none of the visuals made a proper link to what the song was about. Also, it shows us that his image is arrogant and selfish because it is clear that these visuals are for his enjoyment not for the audience but the audience still enjoy it. He didn't use it to reinforce image because that doesn't make sense since the visuals of the wild west give him the image of a cowboy, or a sheriff but the visuals of the mountains do not have any correlation with the visuals. He has intentionally done this to make a viral video to grab everyones attention.
Arc
Arc shots encircle the artist in the frame. The purpose of using arc shots is to show that the world revolves around the artist. An arc can be done by having the camera man record and move around the artist or a subject.
Low Angle
Low angle can be done by positing the camera at a lower angle and a considerable distance from the artist. The purpose of a low angle to show the artist's dominant image and create a sense of power and intimidation. An example music video is Can't be touched by Roy Jones. There are low angle shots from 0:34 to 0:41. Given that it is rap and hip hop, low angles create a sense of power and intimidation. The low key lightning also participated in creating the eerie mood for the music video.
Canted Angle
A canted angle can be done by rotating the camera at a fixed angle so the the camera is deliberately slanted to one side. The purpose of using the canted angle is to represent unease, abnormality and disorientation. The reason as to why it is used in music videos is to portray the artist's image and to present the emotions coming from the artists abstract image if the genre was metal or indie rock. However in hip-hop canted angles are used to show things which seem unusual. An example music video is Stand up by Ludacris. It was used because he was shaking the ground with his stomping causing the camera to topple and create a canted low-angle. The handheld camera represent the audience being toppled which creates a sense of realism. The Canted angle happened between 2:34 and 2:35.
Crash Zoom
A crash zoom is a rapid zoom in on the artist. Heavily used in death metal and performance music videos for the purpose of representing the frenetic and energetic performance in a rock or metal music video. An example music video is Poison Fog where there are series of crash zooms on the performance from 0:00 to 0:38 seconds.
Bird/Eagle eye view A Bird's eye is a camera angle which involves filming above the location to give the impression that it is shot from the sky. Bird's eye view can be achieved by placing the camera on the drone and controlling the drone. This camera angle acts as an establishing shot in music videos. The most common scene in a bird's eye view is cities from either the UK or the US because it represents where the music video is set. If it is an intertextual reference to a film for example, drive which was shot in the united states. Therefore, the city of the united states is the established scene for the music video. An example music video is Pacific Coast Highway by Kavinsky. Bird's eye view is seen from 0:00 to 0:09 seconds into the music video and from 0:48 to 0:59.
Handheld Handheld music videos create a sense of realism because every shot is moving and as an audience we cannot stay in one place. The camera movement could represent audience behaviour in a live performance or it could represent the mood in a music video. Handheld is when the camera is held and recorded by the camera operator. An example music video is Remember the Name by Fort Minor where handheld camera is ubiquitous throughout the music video given that the genre is rap and handheld is common in rap music videos because it represents that we are not used to staying still and we like to move around. With the addition of handheld camera in this music video, it allowed the video to blend in and flow.
High Angle High angles can be done by positioning the camera at a high angle and tilted downwards so that we are looking down on the artist. The purpose of using high angle is to create a sense of weakness and vulnerability. From 0:31 to 0:36 there is a high angle showing his shadow which gives the impression that artist he is an outcast.
Track away A Track away is when the camera is placed on a dolly and pulling the dolly away from the artist to show power over the audience. Track away gives the impression that the artist is pushing you away because his/her personal space is being invaded. Also establishes the artist's fierce image. There is a track away from 1:03 to 1:20.
Track towards
Track towards is when the camera moves towards the artist. It can be done by placing the camera onto the dolly and moving it towards the artist. This is used in music videos because it creates dramatic effect such as increasing the size of the artist as the dolly moves closer or to create a sense of claustrophobia because the space is getting smaller and smaller. We see a track towards from 0:57 to 1:02. From the track towards it becomes a mini close up on the next choreographer this was done so that it exaggerates his arrogant image by having his face take up the whole screen so that we know that he has talent.
Tilt
A tilt can be done by keeping the camera in a fixed position whilst rotating the camera vertically. The purpose of using a tilt in music videos is to show the audience an unusual or a different perspective or it represents humans looking up or down. In this music video, there is a tilt from 0:18 to 0:19 to shoot the structure which was the building which is the nightclub to establish the scene.
In order for me to make a beat editing video I started off with downloading the track and dragging and dropping them in final cut pro and listened to the first thirty seconds of the track while pressing the 'M' key on final cut to mark the beat in the first thirty seconds in the track. A small mark will appear above the track marking the beats. Then I had to cut the stock footage and the actual footage of the three choreographers using the blade tool so that it cuts to the beat. The reason as to why I did this is because the track was very upbeat and it dictated the style of the edit making the edit suitable to the track. The genre of the track was more of a dance than a hip-hop. Before 0:20 I was cutting to the drum beat to introduce the song. At 0:20 the snares start coming in and that is when the pace of the edit quickens, which gives the song a frenetic and dynamic tone. Therefore, the editing has to be dynamic because people don't want to think about the track they want to be entertained. To improve this beat edit, I needed to cut to the snares in the beginning because I ignored them. However this music video has done a better job at establishing the relationship between music and visuals because despite using the stock footage, the dynamic choreography blends with the track.
Lip-syncing
Within the first 30 seconds of the track, there was only the beat but there were lyrics towards the end of the first 30 seconds of the track. Towards the end, there was no lip syncing coming from the choreographers. The reason as to why is lip-syncing is common in hip-hop and it makes their performance recognizable to the viewers since the artist is showing the viewers that he/she can sing as well as dance. Also, lip-syncing in hip-hop and dance music videos create a sense of power and realism while giving an urban feel to the music video by reinforcing the image of the artist. To make this video more recognizable as a hip-hop music video, lip-syncing needed to be included in the music video otherwise it's a dance music video. The purpose of using lip-syncing in hip-hop music videos is that it gives the allusion that the artist is singing and the lyrics being sung belong to the artist so they are the ones performing in the music video. Given that its also a performance video, the video makes it seem as if they are performing live so the video is an advertisement for the live show.
Summer Music Video
Beat Editing
In comparison to the music video I did over the summer holiday, it was cutting to the beat. However there were so many flaws in my music video because the track I chose was AC/DC Thunderstruck from the band AC/DC. There needed to be a drummer, and most importantly there needed to be more shots for me to cut to because I had limited shots and I cut between the same shots when I was editing which was detrimental because it makes the music video more predictable and the song has an unexpected and fast paced style of edit so it didn't blend with the genre on the whole.
Lip syncing
There was miming and lip-syncing in my rough music video at 0:50 but there was only one performer who could only cover the lead vocals and he done that job well because it reinforces the fierce image that the is trying to promote. However, it wasn't enough to make the distinction that it is a band performance music video because there needed to be other vocalists to lip-sync. Lip syncing is heavily used in rock videos because it indicates that they are confident and they are experts at performing. Another reason as to why they lip-sync is because it reinforces their fierce image they are trying to promote and they are also advertising their video as if they are performing live.
Other Improvements
In order to improve my music video, larger than life locations were needed for me to use because someone's house was inappropriate for the song because no correlation could be made between the music and the visuals and I had no budget to hire locations. Also stage lighting and backdrops were needed because most rock music videos are shot in the night with lights surrounding the performers. More shots and camera movements and camera angles were needed to make the music video look more dynamic and frenetic.
The track I have chosen from my unsigned artist which is Johnny Hutchinson is Two Wolves which is electronica/alternative.
Vocals - Distorted
Clear Vocals- Calm ego
Drums - Fierce, Powerful.
Synth- Insanity, frenetic, enthusiastic.
Guitar- Change in mood and tone
Task 2 Developing Ideas and Concept
I thought the song was about two wolves and one was influenced by peace and harmony and one was influenced by discord darkness. The location I visualized in my music video is two separate rooms (one light room and one black room) featuring the artist wearing make-up for one room for instance eyeliner and rough hair to represent one ego then maybe an opposite or a different look to represent the other. High and low-key lighting will be included in the music video to make both egos distinctive to the audience. The pace of the edit will be quick and there will be some use of stop-motion. Task 3 Visualization
This is my mood board for my assumptions for what the song means.
Task 4 Permission
The name of my unsigned artist is Johnny Hutchinson and I have contacted him through text and found his tracks on Soundcloud. I used the track called Two Wolves. I have been given permission to use this track for the music video after I asked him if I could use it.
Task 5 Interview
I interviewed him through the use of text messages on my phone. After doing so, I was able to find out the songs meaning and the Image which was being established in the track. The meaning and the message of the song is that it's about two egos and whichever one we put more strength into controls our personality. He is aiming to establish a dark and serious image in the music video. Also, I asked him about what his influences were and he said that was influenced by the Bristol trip hop scene.
One of Goodwin's theories is that music videos include genre characteristics. One of the genre characteristics is performance which is common in music videos which are being produced today. Performance based music videos feature the choreographer which is generally the artist miming to the camera. In this video we see Eminem miming and choreographing throughout the video. The purpose of a performance based music video is to sell the artists fake image because the Eminem is the product of the video and the record label is selling that product to the audience. The genre of this music video is rap and rap has a base track of the performing artist.
Narrative Music videos contain a linear or a non linear narrative meaning that they have a story behind it. The purpose of narrative music videos is to entertain the audience with a short film some narrative music videos are related to reality for instance, this music video is related to police brutality and rebels breaking the law and escaping the police in car chase.. An example of a narrative music video will be Kavinsky- Pacific Coast Highway the story of this video is that the driver is being chased by the police. However, music videos regardless of the narrative will involve the visuals overpowering the music meaning that the song becomes the soundtrack for the film. In this example the music in this video becomes a soundtrack for the car chase. The reason as to why narrative music videos exist is to give the audience a basic understanding of what is going on in the music videos whilst keeping the audience engaged.
Conceptual Some conceptual music videos challenge conventions as you don't see any lip-syncing and you don't see the instruments used for the music video but they can be heard. These kind of music videos are based around an idea or it may contradict the idea, thus carrying no meaning at all, making it a viral video such as Monkey Drummer by Chris Cunningham and the Aphex Twin. This music video is Performance but it is predominantly conceptual because the robotic monkey is thought to be the performing artist in this video and the arms are moving sequentially meaning that each arm represents each part of the drum kit for example, the video begins with two arms representing the snare drums and then another two arms representing the hi-hats. The reason as to why conceptual videos are viral is because everyone is drawn to the visuals more than the soundtrack because the soundtrack carries little to no meaning.
Homage
Homage is when the artist shows respect and dedication to a specific artist or any inspirations which helped the artist make their music. An example of a music video with a homage style is Thirty Seconds to Mars-The Kill because the hotel which was the location used for this music video is a reference to the horror movie called The Shining, meaning that they are paying respects to Stephen King who wrote the novel of The Shining and Stanley Kubrick who directed the film based on Stephen King's novel. The reason why homage is used in music videos is because it shows the audience the artist's role model, their inspirations which lead them to becoming what the artist is now.
Parody
A parody is a imitative work that celebrates or mocks the original work of the artist for comedy and satirical purposes. Parody music videos are also known as viral videos because there artist is being deliberately exaggerated for views on YouTube. This music video is an example of a parody because is a track which deliberately exaggerates Michael Jackson's Beat It. The location and the costume that the artist was wearing in this video resembles Michael Jackson's Beat It. The reason as to why they chose the costume and location similar to the original track is because they are trying to trivialise Michael Jackson. In other words if someone was to watch this viral video, then they would consider Michael Jackson to be a sellout rather than the King Of Pop.
Pastiche
Pastiche is an artist's work that respectfully imitates the style of another artist's work. Pastiche and Homage are very similar since they involve the same thing. This music video is an example of a pastiche music video because the whole video was shot in one take. This was already done before by Lucas Secon in his song Lucas with the lid off in 1994. This however can also be seen as reference to Lucas who was the first one to shoot a one take music video. Therefore, the audience can remember the first artist to shoot a one take music video.
Surrealism
If something you see is surreal in a music video, then it is something so abstract that it's unreal. All animated music videos incorporate surrealism. An example of surreal music videos would be Coldplay because this video uses real locations but however the actual surrealism comes from the apes lip-syncing to the lyrics and dancing instead of swing from tree to tree. In other words, the apes are being given humanistic actions such as the choreographing and the lip-syncing used in this music video. This music video was effective in entertaining the audience as if it was an animated film. Surrealism is also used because the audience wants to be removed from modern-day society and placed in a different world.
Animation Animated music videos involve drawings or plasticine models to act as an illusion in the music video. Animated music videos are more of a cartoon based approach to music videos. Their sole purpose is to make the video look more abstract and unique so that it interests the targeted audience so that they can be entertained by a short animation film.
One of Goodwin's theories is that music videos include genre characteristics. One of the genre characteristics is performance which is common in music videos which are being produced today. Performance based music videos feature the choreographer which is generally the artist miming to the camera. In this video we see Eminem miming and choreographing throughout the video. The purpose of a performance based music video is to sell the artists fake image because the Eminem is the product of the video and the record label is selling that product to the audience. The genre of this music video is rap and rap has a base track of the performing artist.
Music and visuals (Illustrative, Amplified)
Illustrative music videos use images to convey meaning, Amplified music videos involve repetition of meaning to make the song memorable so that the target audience remembers the song. Contradicting music videos completely ignore the meaning of the song. An example of a illustrative and amplified music video is Eminem-Rap God. This music video is illustrative because it is showing shots of Eminem sitting on a throne connected to set of TV's showing him and no one else which illustrates the meaning that the world revolves around the Rap God Eminem, another reason as to why this music video is illustrative is because when the chorus comes in, the visuals begin to alter and the background becomes blurry. This implies that space becomes distorted making the audience think that the artist is the cause of the spacial distortion. To summarise, these shots and TV's are Illustrating Eminem's godlike image to the target audience.
Lyric and visuals Illustrative Amplified
This music video also shows a relationship between the lyrics and the visuals because of the repetition of the words 'rap god'. Specifically speaking, the two words 'rap god' has been repeated six times throughout the video and in combination with the him being a vessel for the televisions which are represented as different worlds it amplifies the meaning of becoming a God. The reason as to why this amplifies is because the meaning/concept of the song is being enhanced through repetition which allows the song to be memorable in the audience's mind and make them interpret Eminem as a omnipotent being rather than an ordinary human.
Intertextuality This music video also encourages the use of intertextuality since you can see the artist performing on the TV's. Since his mind has been connected to all of the televisions. In addition, there were also intertextual references to american history i.e. Bill Clinton, and Monica Lewinsky being shown on the television and also intertextual references to DC character such as General Zod one of Superman's enemies and Norse mythology such as Thor and Odin. What is going on is that his thoughts are being leaked out of his mind and being displayed on TV, or it could be everything he has witnessed or experienced.
The lead singer is wearing a black t-shirt which connotes death, despair, and the female guitarist was wearing white which represents light and innocence. The costumes are making a reference to what their audience would be wearing to see their shows live because this music video is performance based and the purpose of this video is to sell tickets to their targeted audience so that they can see them live. Setting
For the first half of the song, they were performing in darkness which gives the impression that they are the demons in the music video. When the singer isn't death growling, the scene changes to a grave which represents all the humans who died in the building. There was definitely performance since you could see the source of the music. Editing Techniques Pace of edit
The pace of edit was very fast when the singer is metal screaming into the microphone. During the singer's metal screaming, buildings are being destroyed but when he is singing normally, the pace of the edit slows down. There was a match-on-action that was matching the action of them playing the guitar and the lead singer death growling or lip syncing in the music video. Camera work Shot Types There are extreme close ups on the male guitarist's eyes and mouth to show that he is metal screaming and his eyes to suggest that his power and dominance. Which supports the dominant stereotype that men are dominant and powerful and beastly given the metal screaming in the video. Camera Angles
Low angle shot on the cross to indicate that religion is the main theme throughout the music video and a close up on the graves to represent the people who lost their lives. Camera Movements
There was a lot of erratic movement with the camera to keep up with the quickened pace of edit. When the pace of edit slowed down, the camera movement slowed down as well and you could see panning and an attempted lens flare being used in the video. There was a reel transition at the end to indicate the end of the song. There was also a zoom on the lead singer to indicate that he is the one in power and no one else matters and he has also taken God's throne.
Suicide Silence- Slaves to the Substance
In comparison to the God dethroned, there is a narrative which features a young man trying to survive the day by killing zombies but towards the end of the video, he dies.
Mise-En-Scene
The scene was set in a desolate village. This music video encouraged the use of intertextuality was used in the video to show the band performing their performance is controlling the zombies and commanding them to attack whereas there was no intertextuality in God dethroned's Poison Fog. The band are clearly playing the antagonist and the kid is the protagonist.
The narrative may similar to the TV series called the Walking Dead which is also about surviving the zombie apocalypse. The band was wearing worn out clothing to indicate that they were dead and the band is also in a different scene thought to be in the underworld. There is a link between the lyrics and visuals because you can tell that the music is the substance and the zombies are slaves to the substance as per the name of the song. However there is more to that link. The zombies are a metaphor meaning that Suicide Silence's audience are zombies and the audience as well would be slaves to their music.
Since it's a performance video as well, their live audience would be headbanging and showing loyalty to the band's music. In addition, the costume the boy was wearing which was a skeleton onesie. The skeleton onesie highlights the main theme of the video which is death.
Editing
There was a ryhtmic montage in both tracks in the beginning. In the beginning when the bell rang the music began and zombies started approaching. It is similar to God dethroned when explosions and the fire was in sync with the drums and the guitar. Both tracks incorporated low key lighting to indicate danger and both tracks had fast pace cutting but the music video Poison Fog changed between the pace of edit.
Camera
Establishing shot to establish the location as if it was an actual movie. Close ups on the band through the television, to show their costume to hide their location and give the audience the impression that they are in the underworld. Also they are selling their fake image to the audience.
Cerebral Bore- The Bald Cadaver
This music video has no narrative just like Poison fog. It is a pure performance music video.
Mise-En-Scene
The scene of their performance is set in a dilapidated building which represents their character and their audience as rebellious, untidy, foul, evil. However the death growls from the lead singer are indistinct so therefore there is a relation ship between the music and the visuals his indistinct singing has a relation to the indistinct building that they are performing in. This also describes their rough style of music. Given that the setting is in a rough location it suits the genre because it gives the impression that the audience likes to look rough and if they were performing live, then their targeted audience would have the same costume. Given that the band members have tattoos it means that they have tainted their body with ink. This gives us the idea that they are impure.
Camera
There was panning involved with the camera to indicate that the audience can't stay still given their short attention span so therefore they need to keep the audience entertained with a quickened pace of edit. In comparison to Poison Fog this music video elaborated on the performance side of the music video and how wild the audience would be in a live performance.
Editing
As I mentioned before, the pace of the edit is quick since the audience is watching this music video to think, they are watching the video to entertain themselves which is the sole purpose of death metal music videos. It is also a rhythmic montage because of the upbeat editing. The Faceless- Deconsecrate
This is a performance/narrative music video Mise-en-scene Costume
The Band is wearing shirts and ties in a church. Suits and ties give the band a smart image and it sets a trend for their audience meaning that if the band is wearing shirt and ties, then it gives the audience an impression that shirt and ties are popular and they will end up wearing the shirt and ties to their live performance given that this music video is an advertisement for their performance. Setting
The scene is set in a church. The church referred to as 'God's House' and it is a place for believers to pray. The scene is also important because the church is pointing out that God is the symbol and the theme of this music video is anti-religion which is the main theme in death metal. Low key lighting is also used to represent evil and create an ominous atmosphere for the audience and it is also one of the conventions of death metal. Editing
Pace
The pace of edit is changes in the music video. When the chorus begins, fast pace cutting begins and the lead singer starts death growling. Towards the end when the police breaks in and takes the priest out of the church the edit begins to slow down.
Camera Work Focus
Shallow focus was also used on the performing artists to make the camera work look shady, this represents the audience they are catering to are mysterious and shady, and they want to be concealed in the darkness. Pull focus was used to direct the audience's eyes to the headbanging guitarist. Camera Angles
Low angle was used to establish a hierarchy within the church. In this music video there was a change in hierarchy from the low angle showing the priest to a high angle exposing the priests vulnerability when was being robbed.
Camera Movements
Erratic movement with the camera every time the video cuts to the performing band. The shaky camera work represents the behavior of the audience because young teenagers would be headbanging and jumping around since they are hyper. The same thing applies to Cerebral Bore and God Dethroned.
Shot Types
Close ups are used because the record labels demand it as it shows the artists selling themselves to the audience for money given that this is a performance based music video they want to advertise themselves for the purpose of attracting their audience. There were also close ups of some particular people in the congregation mostly women. However most genres tend to objectify women but death metal music in general objectify religion so the close up is showing that the young woman's faith is being violated by the band members which give the band a demonic image.
The woman is putting on a fake image. Words which would describe her image is distraught, depressed, doubtful, melancholy.
Budget
Low budget given that most of it was shot in her house through a camcorder and most of it was shot in the woods.
Audience
The audience the artist is appealing to is a teenage audience ranging from 15-18 because the video shows the hardships that she is experiencing as a teenager and that is common in everyday teenage life.
Synergy and Product Placement
There is no synergy nor product placement in this video.
Gimmicks used to promote.
There was a mix of flashbacks and flash forwards to indicate that she could be experiencing a premonition. Which is hyper real since no human being is capable of predicting the future.
Monetisation of outlets
If the artist is unsigned, then the artist keeps all of the ad revenue but this video has been demonetised because the music isn't their own.
Conclusion
What makes self produced artists different from Indie and major is that their videos are viral videos made for grabbing everyone's attention and the music acts as a soundtrack for the video. The music used in a self-produced artist's music video isn't their own so their video will most likely be demonetised if the unsigned artist doesn't credit the owner of the song. If the viral video has millions of views on YouTube, then the unsigned artist can keep all of the ad revenue. The advertising may appear as an annotation on self produced videos. To summarise, the advantage of being an unsigned artist means that you are free to be creative and artistic without constraints and you get to keep all the ad revenue if your viral video is successful in getting millions of views. The disadvantages is that the artist is at risk of having their video demonetised since the soundtrack used in their video may not be their own.
An example of an indie rock band is The Decemberists. Since they are owned by an indie record label called Hush Records. Their image is unchanged because they have the freedom to express their art since indie labels are more artist friendly meaning that their music can be aimed at a specific audience in order for the people to listen and purchase their music. However, the artist isn't seen in the track called Down by the water. Meaning that indies are free to challenge the essential conventions of a music video.
Budget
In terms of the budget I would say that it is a high budget because the had to pay for the location and permission to use the train and most of the money was put towards the camera crew, editing, and the food needed to feed the actors.
There was no synergy nor product placement in this music video.
Audience
The audience they are aiming at a more mature audience (23-40) since the visuals are not engaging enough to entice teenagers and encourage them to keep on watching and another reason as to why it is aimed at a more mature audience is because the visuals are in black and white to create a sense of nostalgia and make people think about the olden days. Whereas teenagers don't want to think given their short attention span and they only want to see colour.
Gimmicks used to promote
The Decemberists used a gimmick in the video towards the end when there was snow and it normally snows in the winter and the month December is in the winter season.
Monetisation of outlets
This music video would be monetised through YouTube. The artist is paid $2 per 1000 views. Meaning 13,675/1000 x 2 would equal $27.35 but the artist gets 10% of the ad revenue which would be $2.73.
Conclusion
Compared to majors, indie artists tend to be more articulate in their music videos because they are signed to an indie label and that means they are free to express their art without having to change their image because they are targeting a specific audience where as majors would have to change their image over time to suit the audience's preferences. The advantages of being an indie artist is if your video gets a lot of views on YouTube, the indie artist receives a greater share of the ad revenue because you are not paying any money to any company. Another advantage is that they are free to express their art to the targeted audience. The disadvantage of being an indie artist is that you have to spend your own money on producing your own music.
Higher end budgets have a better creative idea for the audiences which will make the music video more interesting and enjoyable for viewers. Higher end budgets consist of complex visual effects and more expensive locations.
The budgets for music videos are there to cover the costs of creating the video such as storyboards,props, location fees and more. The lower the budget the less amount of money is used to create visual effects which help to engage the audience.
100k budget music videos An example music video created on budgets of 100k would be the song stay by the artist Rihanna.The genre of the song is R and B. The genre R and B generally used a higher budget for the productions music videos as the want to create a more powerful visual effects for the audiences.
The video includes both artists, who both take apart in the narrative of the video. In order of this the music video is able to seems more realistic and relatable to viewers,
inferring that they can feel
engage to the artist and get an understanding from the visual effects. The use of the budget enables the music video to be effective to promoting the artist. The editing of the video helps to create a mood including camera shots such as close
ups and mid shots, making the audience get the sense of the video being based on the artist emotions.
Therefore the audience feel more interactive with the artist feelings a connection with them during the video.
200k music videos - Beyoncé single ladies
The higher range for budget on music videos are likely to get more viewers that may repeatably watch the video. The music video for single ladies became popular mostly to the target audience of women mainly cos of the meaning of the song talking about single ladies also the fact the artist was a female. The choreography of the video became very popular to viewers where everyone would copy the dance and doing exactly as the artist did in the video making the video seem more enjoyable to viewing and entertaining as well as a well known dance track which went viral to audiences around the world.
There are many ways to monitise a music video, using Youtube is one of them. Youtube is global and world wide, meaning that when a music video is put on there, then anyone can see it. By placing it on Youtube, it immediately makes the video global and when it gains further popularity, it will become viral.
As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.
For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.
This is the amount of views the video gained. The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.
This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.
This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.
Product Placement: Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.
It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.
This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song. How is it recognizable as a music video?
Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.
What technological or cultural change happened during this time?
At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old. What was innovative/important?
Music videos began in the 1930's, this music video is one of the earliest singer to date. Bessie Smith was an American blue singer, who was nicknamed' the empress of the blues and was one of the most popular female blues singer of the 1920s and 1930. A music video at this time was different to a modern day music video ,because it is in black and white. How is it recognizable as a music video? The conventions are similar to the post 2003's era,for example it has an live performance of a band with a cafe or restaurant which could imply that she is hosting the evening.The video is panning and around the room to show what the atmosphere is, which could imply that her song is attracting a certain audience. however it could be using multi camera and cuts as it keeps going from a wide shot of the location or a mid shot of her singing. St Louis Blue is 1929 american two reel short film starring Bessie Smith, the early sound featured. What technological changed happened during this time?
Marilyn Monroe - Diamonds is a girls
best-friend
Batcat- Jetpack 1932
What was innovation/ important about this music video?
Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the batcat-jetpack music video was animation and was first aircraft. This was recorded produced by gramophone.
Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.
How is this recognizable as a music video?
This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.
What technological or cultural change happened during this time?
There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip synicing is being is being more occurred and live performces are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.
Marilyn Monroe- diamonds are a girl's best friend This video incorporates colour and settings. They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madona as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing i find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves arounds Marilyn. Nancy Sinatra- these boots are made foe walkin'
Music videos have been around foras long as the 1930s they are specifically used to describe or depict anarrativeof story essentially a short film which advertises the music itself. Firstly starting off with 1930s music changed featuring different music videos for songs.
As I was researching songs from the 1960sI researched the track Nancy Sinatra called these boots are made for walking this title was released in the late 1960s this song was released 1966 and it was one of the first music videos to actually feature colour. There are many ways this video is different, it usessexualisationa lot more as itfocuses on their legs and all the other women in the background.This also has a very good dance and rhythm to the video. This is one of the first music videos to actually spark an era of femalesexualisedthemes.
It has a very interesting video as it is set in a studio with just a group of girls dancing but follows a genre specific theme itusesMise en sceneto itseffect and it also uses a wide range of dance themes and expressions. This dance sequence is known as a Choreography which really translates to a dance sequence that draws in the viewer in fact Choreography is probably one of the most effective uses in music videos as it allows the artist to get publicly noticed due to the dance.
Mise En Scene is not recognized on the set but the costume design for the girls is much sexualized in other words Voyeurism. Voyeurism is how people are sexually themed and presented in front of the audience.
One huge costume design in this is the boots, the boots are the main theme of this music video this is what made it successful in the first place. They use this to give off a not only sexy but a cool vibe which gives the audience something to enjoy as they view the music video.
1970s Videos are started to be considered too salacious. this is because music video makes were under the impression that sex sells, this was favourable as these videos were not expensive to producer but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with used of of lips synching , the artist performing the song with their band. David Bowie- life on mars What was innovative/important ? This video is effective due to the fact that it is a basic lip sync but the shots and effective props can create conventions for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him. How is it recognizable as a music video? This is recognizable as a music video because it includes the convention of the 1970's which was the era of experimental video which change the way that people view videos. Mise en scene is used in this music video because it shows how you can experiment with different costumes and being edgy or weird with your image to sell and promote yourself through visualisation. visualisation is where the music video is important than the track,this is used to convey meaning Cultural change in the 1980s. The style and form of music video had changed as artists were re branding themselves ton suit the new era and how being more creative with their video and using multi camera set up to shoot from different angles and using more narrative to show the story easier. This music video was the first ever music video to be played on MTV. The name of the song is self explanatory in the sense that music videos actually ruined the radio star, Artists werent being credited for the way their music sounded but for the way there music video looked. for example Radio was dying out and the only way to gain popularity was to create a music video and become a Movie star for your music.
In 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film.
What was important about the 1980s? In the 1980’s, MTV was launched. MTV was the first music channel to broadcast many different artist’s music videos. The first ever music video which was played on MTV was The Buggles’: Video Killed the Radio Star. The 1980’s was also the era of where short films were introduced in music videos. Michael Jackson was the first artist to have a short film music video, Thriller, which was 13 minutes.
How is it recognisable as a music video? This music video was released in 1983, which has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs and it is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song. Cultural change in the 1980s. The 1980’s was the beginning of globalization, the AIDS epidemic killed 39 million people and the United Kingdom and United States moved closer to the laissez faire. However, this track hit US's Number One and was there consecutive for 8 weeks.
1990s to 2000 timeline
What was innovative/important?
This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes.
How is it recognizable as a music video?
This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.
What technological cultural change happened at this time?
The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels also came into existence so that music videos can also be played from it.
What was innovative/ Important? this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.
How was it recognized as a music video? It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.
What Technological/ cultural Change happened in this time? Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience.
What was innovative about the music video?
The boy is mind is a composition between Brandy and Monica that was release in 1998. what was innovative about this music video was its use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.
How was it recognized as a music video?
It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.
What Technological/ cultural Change happened in this time?
Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise the characters in order to sell the music.
They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot.
They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.
Whitney Houston- I will always love you
What was innovative/important about the music video?
This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film. How was it recognized as a music video? This involves intertextuality and performance, these are the two conventions that are used in music videos. There is a base track showing the performing artist. There is lip syncing as well. What Technological/ cultural Change happened in this time?
What happened during this period is that multi-channels existed so that music videos can be seen from the television. In addition, music videos became more and more expensive and more competition occured.
post 2003's era- hw (timeline)
The lyrically the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder. This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone. In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her. This could suggest that her safe is at risk and she may self risk if she is not watched at all times. The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison. the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. improved version: we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. Promotion of the artist is key in a music video for the future success of both record label and the artist who will gain fame and create an image for the artist. The lyrics of the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder. Mise en scene is an important convention that is used in this music video because it shows you can create a different personality with a different costumes and make up,which implies that she is feeling in secure with her image and she could be experimenting due to an traumatic issue that may have happened. This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone. the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. The visualisation of the video is more more important than the track because different scenes( chorus and verse) shows different personality.
In the later scene, Rihanna is in a very tiny room, with her hands and legs been tied up. The video ends with Rihanna turning around on her chair.
A shot from the music video where Rihanna is seen imprisoned. She is wearing lenses that make her look as if her eyes have rolled into the back of her head. Other scenes include Rihanna sitting on a throne chair and singing the song, while two strange women are around her. Then, multiple people around her are holding her in front of a gas chamber. As the chorus starts Rihanna is seen tied up in a bed from which she can't get out.
Tamaria Lady Gaga- Marry the night There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard. During to the post 2003 era, music video are more important than the song because it is the music video convey the singer's public image ,but also the video is an narrative which can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image. Lip sync and choreography is used to suggest to express her emotion and show how hard her life was. In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.
A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination. Daniel s psy-gangman style it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet. the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal. the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure. What was important/innovative?
The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet. How it is recognized as a music video? This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.
What technological or cultural change happened during this time?
In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track. Dej
What was important/Innovative? What is innovative about this music video is the fact the Britney as promoting herself as a school girl who is being sexualized or portrayed in a provocative way. This is innovative because it is appealing to young school girls such as Britney as the target audience and promoting them to dress this way as it sets a type of trend. Because of this, music videos beyond the 2000s were now focusing on visuals more than the music itself. This is a clear example.
How is it recognized as a music video? As a music video this is recognizable because it includes the artist performing in the actual video which is the 'star image' meaning that the video focuses around them when they are generally lip syncing, dancing etc. Furthermore, it is also recognized for the performance as well as the singing i.e. choreography. This would be recognizable in music videos as it makes up the aspects or conventions of a music video as well as lip sync, narrative etc. What technological or cultural change happened during this time? The music played today is known as post modernism in which music videos become more modern and still follow many conventions such as lip sync, montage edits, choreography, and creating an image for the artist. This may also be the reason why Britney's image is more focused on than the actual music video itself.
