UNIT 29

MUSIC VIDEO PRODUCTION

    Music Video Production Assessment Book

Task 1 (a): Write a critical evaluation of the purpose of music videos, with examples.

1. SELL SONGS.
Some music videos are used to sell the songs the artist is singing. By using a music video the song can become more known and audiences can identify and associate the song with the music video and the artist so it becomes more well known among viewers and listeners. e.g 'Gangnam Style' by PSY- The song is associated with the dance moves and as the dance becomes more well known the song also becomes popular and the artist credibility goes up.
 


2. UNDERSTANDING OF SONG.
Other music videos are used to give the audience/Listeners a better understanding of the song using narrative video telling a story witch coincides with the meaning behind the song. The video 'Familiar taste of poison' by Halestorm is a good example it is a story of a detective trying to find out what happened to the wife as she is found dead in the pool it is then revealed that she was poisoned by her husband after finding out his secret.


3.ENTERTAIN.
Music videos are also used to entertain the audience using the artists skills such as dancing or singing or any other talents they have this impresses the audience and they look in the artists other music video to find the same talents.
Michael Jackson's 'Thriller' is a good example- it entertains it's audience with the amazing costumes and Michael Jackson's dancing skills that is still influences music today.

4. DVDS AND CD'S.
Creating a music video means that the record companies that own the artists can also sell DVDs and Cd's including the video to create a memorabilia for the video towards the audience. Most artists that do this are often boy bands such as Take that and One direction where the music videos have been a part of DVDs of concerts.


5. PROMOTION.
Music videos can be used as a device to promote the artist or the song so it becomes more well known in the music industry and as more audience consumes the video they become more well known as the song becomes more popular. Carly Rae Jepsen has used this with her video 'Call me Maybe' which has become popular on the internet and has made her very well known.



Task 1 (b): critically evaluate the styles and conventions of music videos with examples.

1. Rock.
Rock music tend to have dark settings and quite abnormal locations such as places that aren't easy to get to. When artist are in a 'rock' band or their music is rock they tend to have a very distinctive look- tattoos, dark clothing, leather and heavy make up and this is shown in their music videos and often the music videos center around religious imagery or a romantic relationship. The Pretty Reckless Just Tonight is a good example as it is set in a dark location which isn't very clear, it contains a lot of religious imagery with candles and roses with focus on Taylor Momsen as she is the lead singer.


2. Pop.
Pop music videos tend to be in more lighter settings in very open spaces such as beaches or fields. they are normally performance based with long dance routines it is usually upbeat and fast sounding. Pop musicians also wear the latest fashions in bright colours and eye catching prints. The backstreet boys often uses dancing as the bases of their music videos and are seen wearing very sporty clothing that is easy to dance in.


3. Hip Hop/Rap.
Hip hop/rap music videos often share the same traits of a pop music video- set in rural areas with bright lighting in large buildings. Hip hop/Rap videos also often feature attractive women, fast cars and money and the artist themselves often wear designer clothing and jewelry- and indication of wealth and power. 50 cent is a good example of a rapper who uses very typical conventions in his music videos- attractive women, expensive living, jewelery and so on. 


4. Country
Country music videos are often set in a narrative perspective using the video to describe whats happening in the song. The rtist nearly always features and has a main part in the narrative  Often set in very rural areas. Country musicians often wear plaid button downs, jeans and cowboy boots - a typical outfit of 'cowboys' and people who work in rural areas in the country who are most likely to sing and listen to. In Blake Shelton's Some beach the artist is narrating his song turning into a story almost as he sings it plays out on the screen for example: ‘I sit in that waiting room, seemed all afternoon’ and it is shown that he is sitting in a dentists office waiting to be seen. His music video is set in a rural town obviously very near the countryside and the artist is wearing typical ‘cowboy’ clothing- jeans, boots a denim over shirt and a cowboys hat.  

5. Indie.
Indie music videos are alike to pop and rock music videos sometimes set in dark locations and sometimes in rural areas. There is more narrative in indie music videos rather than rock but there is slightly longer shots and slower change between shots. The artists often dress in conventional indie clothing, skinny jeans, pumps, t shirts, vest tops, denim and usually have long-ish hair. The Vaccines Post break-up sex is a good example as the band is wearing typical indie clothing with long hair and the music video has very low lighting so it is a very dark setting.
 


6. Alternative.
Alternative music is a often a mix between rock and another music genre often pop or indie. The music is often narrative- describing something that has happened to the artist or their outlook on certain topics. They typically wear skinny jeans and T-shirts like indie musicians but they have their hair done in very 'urban' and 'modern' ways often following what is 'trendy' and tattoos much like rock musicians. The music has a distinctive sound of pop as well as rock. Alternative artists often poke fun at themselves in music videos or others which makes it less serious than rock but can be more serious than most pop music videos. All time low- I feel like dancin' is a very obvious alternative music video leaning towards pop as the sub genre instead of indie- in the video the artists are all wearing the same sort of clothing as each other; Skinny jeans, T--shirts and 'modern' haircuts and in the video they poke fun at the music industry including several other mainstream artists.

TASK 1 PART I

Task 2: Plan with creativity and flair a music video using found and original footage.

Title of music track/Artist:
Imelda May- Bring my cadillac back

Write a description of your music video concept:
The idea is to have a female protagonist chasing after her ex who stole her Cadillac into different towns. While the protagonist sings on the stage of a club.

Explain how you are going to use and combine:

a) Original footage you have filmed yourself
I will filmed the female protagonist sing as a stand alone with my own camera.

b) Library footage (Include the source/s)
I will use car chases from films and other peoples work to represent the chasing between the protagonist and her ex.

Mood board 

Bring My Cadilliac Back on Prezi

TASK 1 PART II

Task 2: Plan with creativity and flair a music video using found and original footage.

Title of Music Track/Artist:

Queen- Don't stop me now

Write a description of our music video concept:

College spirit is the theme of the video so there will be several shots of events going on around the college including people playing different sports, the lessons and students walking around.

Explain how you are going to use and combine:

a)  original footage you have filmed yourself

Footage around the college of the students and the tutors and  the clubs.

b)  Library footage (Include the source/s)

footage of other colleges and people. 

c)  Graphics (Say how you are going to generate these)

d)  Animation (Can be flash or stop motion)
Animation of people dancing.

Write a description of your music video concept:

The idea is to have a female protagonist chasing after her ex who stole her Cadillac into different towns. While the protagonist sings on the stage of a club.

Explain how you are going to use and combine:

a) Original footage you have filmed yourself

I will filmed the female protagonist sing as a stand alone with my own camera.

b) Library footage (Include the source/s)

I will use car chases from films and other peoples work to represent the chasing between the protagonist and her ex.

Mood board 

Bring My Cadilliac Back on Prezi

Task 2: Plan with creativity and flair a music video using found and original footage.

Title of Music Track/Artist:

Queen- Don't stop me now

Write a description of our music video concept:

College spirit is the theme of the video so there will be several shots of events going on around the college including people playing different sports, the lessons and students walking around.

Explain how you are going to use and combine:

a)  original footage you have filmed yourself

Footage around the college of the students and the tutors and  the clubs.

b)  Library footage (Include the source/s)

footage of other colleges and people. 

c)  Graphics (Say how you are going to generate these)

d)  Animation (Can be flash or stop motion)

Animation of people dancing.