styles and conventions

Styles and convention

Performance, concert and 'as live'

The style shows that some music video can have the artist performing live for example 'niggas is paris by jay z and kenye west' are performing live at a concert and they take that and make the live performance as one of there music video, also this shows how both artist are trying to make the music video more unique plus try's to make the music video like if they where there are the concert when its playing.

The main reason for the institution would use this style or convention because the artist has used effects in the video like having different camera angles which make the music video more exciting for the audience to see how and it makes the concert look like people who went there had a good time. The impact it has on the audience is that it would make them feel like they had wish they had gone to this concert and the artist make the video like if it was as live so they where in front of you performing, for example in the video at between 0:23 and 0:39 there is a 16 sceond speacial affect going on in the video and this make the audience see this is like if it was 'as live' to them if they was watching it at home. I would use this style in my music video because i like how captures the audience and shows how people are interersted in these kind of  music videos.

Narrative

Narrative is about when the music video that shows us a story by whats going on in the video and it relates to the lyrics.

In this music video, the institution would use this style because it show what the music video is showing and what the story is telling us when its playing. The style helps the music video look more clear because of the narrative been shown to us in the video and also helps the lyrics be more clear to us when the artist is singing in the music video. The impact it has on the audience is that the narrative is helping the lyrics by it relating to the music video, it shown here between 0:39 to 0:45 for 6 seconds you can see that there is a baby crying while in the background the mother and the father is fighting in the background and the artist is singing how they don't know how to love each other. I would potentially use this style because it would have a good affect on the music video, plus it would make the song and video more clear to the audience.

Interpretative

Interpretative is where the lyrics and the music video matches together, like for example when the artist sings one part of the lyrics they would show on the music video. 

The institution would use this style because the music video matches the lyrics and also shows that the artist is being creative by singing the lyrics while the music video shows whats going on it matches the lyrics at the same time. Here is an example in the music video called Friday. Between 1:26 and 1:55 for 29 seconds the artist and the others are at a party which shows that they are enjoying Friday. The impact it has on the audience is that people think this a music video that someone has made for fun but is so true and it makes the audience feel more pleasured because it would get boring. I wouldn't use this because it would make the video boring and not very interesting to the audience.

Impressionist 

Impressionist is when the mood and pace matches the song but to the lyrics. 

The institution would pick this style because the artist makes the mood and pace nice and smooth by the beat of the song playing in the background. For example in this music video when it comes to 0:20 the beat drops in and then the mood and the pace builds up in the song and music video.The impact it has on the audience is that the artist may have made the song that wants them to think that it means something but really the artist thinks very different by the way he sings the song, overall the audience would enjoy the song because i think it has a good beat, mood and pace to the song. I wouldn't use this style because it would make my music video very odd by the way the lyrics does match the song and also i wouldn't want a music video that has a bad mood and pace to the song plus at the same time the lyrics are out of place. 

Surrealism/ abstract

Surrealism is when a video has many ways to surprise the audience and make unexpected elements in the music video.

The music is very weird because it starts off by a artist that is well known and they start singing as if they were rapping but the famous artist pops up in a surprising way by singing about Jack Sparrow and the film Pirates and the Caribbean
because he falls in loves with the film and makes a music video showing that he wants to come Jack Sparrow. Here is a example shown in the music video between 0:59 to 1:18 for 19 seconds the artist had a surprising intro the song. The impact it has on the audience is that its weird for them to see and hear a song that is very unexpected.   

Animation 

Animation is a style when the artist use themselves in a music video or a music video that is shown i animation.

The animation in this music video is of Sean Kingston who is the artist of the song, the institution would use this style to make the music video very effective to there fans and the audience itself. They would use the style to show that the music video could be a dream of themselves getting taken the mick.The impact it has on the audience is that it could relate to them like Sean Kingston feels in this music video he has made. I would use this style because it would a lot of creative idea the music video has used and it could capture the audiences eye by the way it is shown to them.

Intertextuality
  
Intertextuality is when a film or show is been referenced to music video's that some artists have made. 

The music video takes a idea from the film called Friday the 13th the horror film that slipknot take into there music video. In one part of the song between 0:12 to 0:26 there have flashing images of the film shown in the music video. The impact it has on the audience that they would think its weird and scared but to some it would look very interesting. I wouldn't use this style because it would make my music video very bad and it wouldn't look good plus it won't go with my genre.

Pastiche / homage

Pastiche / homage is about when a artist takes a old original music video or song and make a twist to make a bit modern which is copies the styles form a period in time. 

The music video is about a guy who is in a club with his friends having a good time, the title of the song is called say hello to my little friend and this shows that they have taken the film say hello to my little friend and made it into a song. The institution would use this style to make something original and make it modern to remind the audience of the film and famous saying say hello to my little friend. The impact it has on the audience is that it shows what they are trying to do by the taking the slogan and making it into a music video. I would use this but i dont think it would go with my genre because of the way it will turn out in my song and music video.

case study

Open publication - Free publishing - More case study

Techniques

 Techniques

Large number of cuts

good practise 

Here in this video it has a lot of fast pace of large number of cuts in the music video which give the video more of a interesting by the video cutting in the beat of the song to show the audience that its a fast moving song and makes them build up excitement plus puts them in a party mood. In the video they are wearing crazy glasses, clothes and funny outfits like if they where going to a party which is clearly shown in the video. The large number of cuts also make it unique in its own way because of the pace of the song and the cuts that are made in the music video.

bad practise

Here the video is been shown as a slow pace song which means some of the cuts are little but still there are quite a few cuts in the music video overall. The music video is about girls and how they love and plus they mention sexual things about them and what do with them. The video has not been successful in the large number of cuts part which shows that the video is not very good in general. 

Special effect 

good practise

In this video there are a lot of special effect used, like the artists are in space and they are moving or what looks like they are going toward a bright light that will make them come together, which also the song title gives it away 'meet me half way'. The song also have one of the artists on a camel which is a good special effect because the camel looks real but when its not.

bad practise

 The video here is not very good because the special effects has not made a good impact on the video because its not come out real and very effective. The video has a lot of errors in the editing of the song and the music video itself doesn't look very professional and interesting because the car for one is not moving when its meant to move, plus the sky and cloud have been drawn and put in as a background so overall it doesn't really have any good special effects.

Cutting to the beat

good practise

 

 In this video Swedish house mafia have made a music video that is in a concert in the UK and with thousand of people jumping to the beat of the song which illustrate that when the beat is dropping the clip or short scene is changing at same time. The way its also showing the song is cutting to the beat is when the it builds up and then main course comes ups it cuts perfectly with the beat of the song which make it exciting.

bad practise

 

 Here in this video the song is not cutting to the beat because of the scenes or clips are not cutting to the beat of the song which shows that when its meant to cut it doesn't and still stays on the same scene. The video starts off with usher in the car and thinks but the beat comes in it doesn't change so this is a clear example of how this song is not cutting to the beat.

Varied camera language

good practise 

 

 Here in this video the camera language is used quite well because for example during the  beginning of the music video you can see Katy perry dressed up and spinning on the spot but its not her moving its the camera which gives it a interesting and weird surprise to the video which is also very effective. The successful thing about the video is that it has very weird and mysteries so it gets the audience thinking and makes it look very eye catchy.

bad practise

 

 Here the use of camera language is used well but doesn't look it all very interesting by the way its been used. The video has close ups that repeated over and over again which means that they don't have many styles or techniques in the video. The shots and the background is very interesting because its just a plain white screen, plus the camera is always mixed which makes it look bad.

Green screen

bad practise

 

 Here in this video is a prime example of what a bad green screen effect is been used by a artist that tries to make it look real but isn't, this means that the video may not have a good effective on itself because of the way its turned out as a music video. The video has a lot of different backgrounds but the artist is wearing the same thing which shows how professional this video is in the music industry. 

good practise

 

 Here this is video is a very good and clear example of what a good green screen music video there are like n dubz. This particular video has a good green screen because looks very realist in a way, so it mainly has a good effect cause of the techniques used in the green screen and blending the artists plus the other actors in the music video.

Lip-synching

good practise

In this video 50 cent is on point with his lip synching because every scene or clip he comes up in you cam see that 50 cent is perfect with his timing when his lip synching. The video has a lot of movement and locations around the house in the music video, so this makes t=it hard to see how the artist is singing the video. Also in the video 50 cent has a lot scenes where his shown to sing which displays to us that the more you see the artist most of the time they would lip synching perfectly.

 bad practise

 In the music video there are a lot of movement and flashing scene and clips in the video which shows that it will be hard to see the artist lip synching during the song in the music video. You won't see the artist that much in the video because he don't lip synching well in the video so they cover it up with the film scene or the music video of people dancing and having fun.

 

Purposes

The purpose of a music video

To promote a new music release: 

In the music industry, when a music artist makes a new song or album they would give away a teaser of the song, so people know what the artist has gone for and it leaves people thinking how the song is going to be when it comes out. This mainly helps the artist promote his song or album to all his fans and others around the world. This also raises awareness to people when a new song or album is going to be released. Some artist that are not well known around the world can sometimes make it big by releasing something that is interesting or eye catchy by what they present towards people but this can only happen by the Internet, some songs can go viral all over the Internet but only if its out the question. 

lMFAO are a music group that have made many hits in the UK and united states, there first song that became a hit was party rock. This song was very interesting by the what goes on in the begin then towards the end of the music video, also it was a good party song which made it a popular tune for people to play it at parties and other fun events. It was different to other music videos because you can see people who are dressed very differently to what people usually dress as at parties.  

To create a visual representation of an artist:

Many artists try to show themselves as real as they can through there music and can show it through the making of their music video's. Some of the artists intentions or what they think is important to them and that will show people what kind of a artist they are which is important because they are trying to represent who they are and what music genre they are into as a artist. This will allow the artist to be seen but not perform live in front of you. Music videos are meant to be a visual of what the artist is like towards his fans and other people.

 Tupac is one of many that tries to make a visual of what he is all about and what he does as a artist. In this music video tupac is represented as a calm cool person that raps about 'life goes on' which shows that he goes down he gets back up and carries on. These are some of the things that tupac shows towards people who listen to his music and watch his music videos, it creates a visual of what people think about the artist when they have a new song and music video with it to show the people what artist is feeling or what is going on around the world.

To extent the playability of and provide additional income from a song:

In music videos artists have to try and promote there music to the public as fast as they can and try to keep on the TV or radio as long as possible. Music channels are one of the many ways of promoting there music to the people well, but if the song is not interesting or sound good then its more likely to be off the charts very very soon because of the song not interesting anyone. The radio is another one that some artists use if there song has been a hit on the charts on TV then radio is seen to be a next step to promote the song even more well to people so its well known to people when they come across the music video or song.

Wiley had made a song with his fellow artists that he has worked with before and is trying to promote his new song to people now by the radio this an example of how many artists would like to get a interview and then promote by talking about the song and music video. Its a way of advertising what other music genre he is into, also you tube has now been a way of promoting their song. When people finish watching other videos there are many link and background wallpaper designs which are ways of advertising their song to everyone and to promote it mainly.

To create synergy (business tie-ins) with other media sectors:

The word synergy is basically two businesses ties together so artists can have other sector open for them like the media filming industry. In music videos, some businesses can combine to promote a bigger thing to people like music industry and filming industry coming together which means making the artist more well known around the world and plus get more money. It could also open doors to artists that can act and can be in a film like some artists did, which also means artist have other sectors open for them and then it can raise awareness of both institutions simultaneously. 

The film avatar has been a big hit in the cinemas and has made a lot a money by that but the trailer has a synergy twist which means the media filming industry and the music industry has come together and make a trailer which will become the artists song and music trailer, plus for the film trailer video the sound track would be the artist singing. Overall the artist will be promoted to people who like watching film or people who are interested in other sectors of the media.

To be art in their own right:

Music videos are ways of artists can show their feeling towards the people or show whats going on around the world. Some artist can be unique there own way by making a music video that doesn't go or relate to the song. The other artists like DJ and rappers they can make music video and make people think whats going to happen next like cliff hangers in a film but in this case its in a music video. It would a mystery for people when a artist is making a remix of a song or new songs and make the music video completely different to what the music video could be showing, plus it can create a enigmas or narrative across multiple videos. 

Artists like AVICII are good at making songs and working with other artists but here his has made a song and music video that completely don't go together. Its about a person who in hospital and he need a surgery and the song is a party song in which case people would think that there would be a music video of people dancing and having fun but here the artist is trying to make the people think very differently and trying to make a song and music video very memorable.

Outlets

The purpose of music videos

Music channels

There are many ways of watching different music videos on different channels. For example if you wanted to watch and hear Hip Hop/ RnB music genre then some of the channels you would watch is MTV, Kiss and etc. There other good thing about music channels is that you will get latest updates about new songs or albums that will be coming out or released. The only bad thing about music channels is that commercials would come up now and again, also some people have to pay for the music channels to watch it on TV plus they can subscribe to the music as well. 

Social Media 

 The social media has got many good ways of showing music videos through social media like phones, social networks also like Facebook, twitter and etc. Some music videos can go viral for example the Korean party song Gangnum style it became viral over YouTube and 
then the song had gone viral over the social media and people started to listen and see the music video through the Internet and then came on to TV. The only bad part about the social media is that's it would be hard for people who don't have smart phones like iphone, Samsung, blackberry and etc, or Internet Which is also another way of accessing the social media to music videos.

Direct CD's/DVD

Direct Cd's and DVD are some of what are now ways of watching and listening to new and exclusive music videos. Cd and DVD can promote there music around the world and is easy to get access to, people who buy them can make copies and give them out to there friends and family but that makes the artist is losing money because people who make copies and sell them to others, they are the ones who are making the money not the artist.

Downloads Legally/illegally

The good things about them you can move them to ipods and DVDs to watch them on other applications, how the bad things about downloads they can be leaked which means when someone tries to download a leaked file they will have pay instead of getting it for free, and plus the artist is losing money because everybody is downloading there song for free on to there devices and are sharing it to everyone so they don't have to pay for the downloaded song. The other good thing about downloads are that if you get Cd's they can get scratched up but download can't. 

Streaming websites 

The good thing about streaming websites is that if a song is about to be released over the Internet you can watch it for free live streaming over the website, you can also watch the video over again as many times if you want like for example you tube you can search any music video and watch it for free. The only bad part about streaming websites is that if you don't have Internet broadband then you wont be able to access the Internet and watch live streaming music videos.

Mainstream TV 

The good things about mainstream TV is that you can watch some music vvideos on TV that you wouldn't have to subscribe to or pay for like ITV, BBC and etc. The other good things about mainstream TV is that you will be able to watch it on everyday channels and it wont cost a penny, it could also show the same thing what music channels show like the new and exclusive music videoos. The only bad part to mainstream TV is that people who don't have TV at all will miss out on any new music videos and artist that are now famous in the music industry.