T4 : : Understand the techniques of music videos

Shooting the footage
Only one angle for each of the three shots was filmed for the music video. Due to timing issues we had to film multiple takes to get the timings just right. The camera was positioned on a table opposite a microphone. The performance was made to look realistic by having the actors sing along to the song while lip syncing with the song in the background for reference.

Editing the footage
I used the markers to sync the sound with the visuals to make it easier to edit the footage to the sound. This also helped with the lip syncing as I could mark when Elton or Kiki Dee start singing. The layers helped to fade in/out when one person started singing and the other stopped, also helpful when lip syncing. The toggle clip overlays tool was used to fade 'Elton and Kiki Dee' in and out by adding in lines to control the transparency of the different layers, and using the pen tool to add specific points to fade in and out. 




We started this task by storyboarding the opening to The Pretender by Foo Fighters by watching the video and noting each cut, as well as shot type for example whether the shots were close ups, long shots, mid shots, etc. After completing the storyboards, we imported the video into Adobe Premiere Pro with images of the storyboard. And editing the storyboard shots to the shots from the original video to recreate the video using the storyboard, cutting the end of the video off as the majority of the video wasn't storyboarded and to reduce the file size, etc. The matching was a success, most of the shots match up more or less exactly. From creating the band sequence I learned that the editing depends very much on the beat of the song, and is generally fast paced, and how to edit on a PC as opposed to a mac, using different programs. Once finished editing we had to upload it to Vimeo. This was achieved through the file menu > export and changing the export settings to a QuickTime format and a MPEG-4 video codec > waiting for it to export > logging into Vimeo > uploading the file > waiting and then embedding into blog.

T3 : : Understanding the techniques of music videos

Cutting to the beat

The first technique shown in the video is editing to the beat. This was easily done by marking the points that the beat changes and editing the clips around those markers as well as turning on the audio waves to easily identify where the cut should be. You would do this to make the video have some relevance to the song.








Split Screen
This was achieved by putting two of the same images one above the other using the wireframe which can be made visible using w on the viewer window and cropping the images, then moving them so both are visible.

















Chroma Key
To create a chroma key effect, copy and paste two of the same clip one above the other. Then highlight the bottom clip, remove the colour using the desaturate effect in the video filters list under image control.

Then select the top clip and set the filter to Chroma keyer in the video effects list under key.

Once I did this, i fiddled with the settings to only pick up the red from the car, without effecting the other components too much.

This is the finished result.

Reverse shot
This was really easy to do. I highlighted the clip I wanted to reverse, pressed "cmd + J" to bring up the speed dialogue box. Then ticked the box to reverse the shot. As the shot was already in chroma key, I had to do both shots separately.






These effects can be used to

T2 : : Understanding the styles and conventions of music videos - Part 3

Narrative
Narrative music videos are generally story based. Eminem uses this form in "Toy Soldiers" to illustrate the events in the song.

Impressionist
Impressionism uses art and artistic concepts to illustrate the song. Gotye used an impressionist style in Somebody That I Used To Know (feat. Kimbra)

Surrealist
Surrealism in music videos is difficult to pinpoint as they generally use something that can be described as illogical or dreamlike. However a good example of surrealism being used is the video for "Clint Eastwood" by Gorillaz.


Pastiche
This is done by mimicking another time or genre; Michael Jackson did this with thriller which can be described as a mini horror film. Christine Aguilera used the pastiche style of video in her video candyman.


Parody
Parodies are perhaps the easiest music video to find online as there are numerous artists that unofficially make them. They are used to make fun of the original artist of the song, someone famous for doing this is "Weird Al" Yankovic.



Homage
Homage is basically a tribute to an artist, such as Justin Timberlake making references to Michael Jacksons Billie Jean video.



Intertextuality
Intertextual videos make reference to another artists video, a famous example of this is Madonnas reference to Marilyn Monroe. Madonna did this by wearing a similar dress, background and dancers.

T2 : : Understanding the styles and conventions of music videos - Part 2

There are various forms of music videos, of which include Digital animation, stop motion, in concert, as live footage, studio based, and cinematic.

Digital animation

This is created using computers to animate images. An example of Digital animation in a music video is  "Move your feet" by Junior Senior as the video consists entirely of computer generated animation. 

Stop motion
Stop motion is achieved by taking photos of something being moved in between shots. Peter Gabriel's Sledgehammer video uses this technique very well and is one of the most famous videos to use stop motion.


In concert
In concert uses footage of the artist playing live in the video, this is a commonly used form, particularly for heavy music/bands such as Rage Against the Machine or Nirvana.


As Live footage
As live footage differs from in concert as it features more the backstage side of things, such as the artist messing around backstage or on a tour bus. The Beatles are notorious for doing this during the late 60s when they couldn't appear live due to tours.


Studio Based
Studio Based music videos show the artist just in the studio, playing the song as if they were recording the song normally. As can be seen from Jasmine V performing "Jealous" in a studio.


Cinematic
These styles of music videos use a story format to illustrate the lyrics/music. Lady Gaga is notorious for making videos that use a story driven format, making them into a short movie/music video hybrid.

T2 : : Understanding the styles and conventions of music videos - Part 1

In 1992 Andrew Goodwin identified 6 features of music videos, in Dancing in the Distraction Factory. The 6 conventions were:

1) Music videos demonstrate genre characteristics (eg stage performance in metal video, dance routine for boy/girl band). For instance, Rage Against the Machine vs. Girls Aloud/Sugarbabes .


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

- A good example of this at work would be in Tenacious Ds "Tribute" where the song is literally narrating the videos story and illustrates the lyrics throughout.


- An example of a contradictory video would be shoot the runner by Kasabian, the song itself has very little meaning to the visuals.


- An example for an amplified video, Miley Cyrus's wrecking ball amplifies the idea that she is angry and repeats the act of destroying stuff instead of showing her arguing with the person she broke up with.


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

- This is an example of illustrative editing, as the editing is relatively quick for the genre, but speeds up when Nelly Furtado hits the chorus.


- This is an example of contradictive editing. Although it does have some points that the editing follows the music, but enough that don't to be called contradictive


- Nirvana "Smells like teen spirit" is an example of an amplified music video as the visuals match the anger of the song and edits around the music.


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

- Lady Gaga has developed an image and reputation for dressing and acting peculiar, as can be seen in her videos and album art.


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

- This song/Video show how the companies objectify women to catch the attention of male audiences.


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

- Many artists/bands that have their music used in films use a video to help promote themselves and the film by making references to the film in the music video. This can be seen from Linkin Parks video for New Divide, which makes reference to the Transformer films for which they are well known for having done parts of the soundtrack for.


- Eminem's video for survival has content from the latest Call of Duty game, and this song was used to advertise the game.

T1 : : Understanding the purpose of music videos

Music videos can be used for many different reasons some of which include;

- Promotion of the song
- Availability of an artist
- Extension of income
- Extension of outlet (music channel, direct DVD and CD sales, website, download)
- Synergy (film, TV programmes)
- The strategies producers' use (major label, independent, artist self produced)

Promotion - Music videos began to be used in the 1960s when The Beatles, in 1964, starred in their first feature film "A Hard day's Night" directed by Richard Lester. A year later they began making small promotional videos, not quite music videos more just shorts of the Beatles doing everyday stuff that could be played over the top of the music when they weren't available.

Availability of an artist - The success of Queens "Bohemian Rhapsody" created the regular practice for record companies to produce promotional videos for the artists singles releases. These videos could then be shown on television shows, such as Top of the Pops, without the need to appear in person, due to tours or the song being played in another country. Brian May has since said that the video was made: for 2 reasons A) The Band could avoid miming the complex song on top of the pops 2) They were unable to appear on the next programme every week as they were scheduled to appear on tour (number one for 9 weeks)

Extension of income - A video promotes the artist, the album/single as well as persuading the audience to buy things like CDs or to download the song/album on itunes. When a music video is released it raises the audience awareness of that artist, opening up more opportunities such as tours and festivals. An artist can also use the video to advertise their own products or are offered deals to advertise other products. examples of these are Christine Aguilera advertising her perfume in "Not myself Tonight" and Miley cyrus advertising the Beats Pill in "We can't stop".
















Extension of outlet - An easily accessible music video allows the artist to be seeable, without having to make a live appearance. They can now be seen in videos across multiple platforms; Music channels, Direct DVD and CD sales, A website, an online download. As a result for a multi platform availability music channels are no longer required to see the video you want to watch, and is at risk of dying out.

Synergy - When a film or TV programme uses a certain song/artist to advertise themselves they are directly bring publicity to the artist and vice versa. A strong example of this is "Skyfall" which was performed by adele as the theme tune for the James Bond film, the result is beneficial to both entities.



The strategies producers' use - The Music industry can be divided into 3 main groups; The Majors, The Major-independents, and The Self-produced Artists.
Its dominated by 4 major companies known as the "big 4", they are Sony Music, Universal, Warner Bros., and EMI. Known as 'The Majors' they are backed by conglomerates with stakes in other media such as film, TV, and Print Media. These Majors own smaller companies known as the major-independants, Columbia, Island records, Syco, RCA, Virgin.
VEVO is a music video site owned by several companies - Google, Universal Music Group, Sony music entertainment and Abu Dhabi Media. 3 of the 4 major labels have contracts with VEVO, Warner has a contract with MTV Networks instead, after considering VEVO as a host. Revenue is shared between VEVO and Google.
Huge numbers of small companies have no financial to the majors and are usually associated with specialised genres. "Warp Records" is an example of a successful independents, these often begin as independent but are then bought by a major and become major-independents.
Self produced artists have the smallest budgets and make a small income from sites like YouTube. Justin Bieber was found by American Talent manager Scooter Braun on YouTube in 2008.