LO2 music video- style conventions and techniquies

 BTEC Extended Diploma in Creative Media  

Unit 29: Music video Production- LO2

Unit 3: Research Techniques- LO2
Music Video - Styles, Conventions and Techniques  

 I am going to look a range of different music videos and artists including 30 seconds to mars, Eminem featuring Rihanna and The Foo Fighters. All these videos use different technical techniques to promote there song to there audience, such as filming the video in front of a live audience, having a narrative to the video and pastiche.

Daft Punk- Digital Love

This music video is in the style of animation with a narrative, therefore the story has start, middle and end. At the beginning of the video it shows the audience straight away, where they got their inspiration from, which was the Japanese artist Manga. Daft Punk have done a homage to Manga and the popular television battle of the planets. 







Eminem ft Rihanna- Love the way you lie 
This music video has a narrative style similar to the Daft Punk video. Through out video it changes between the two artists performing, mainly using close up shots to capture the expressions on their faces, this helps the audience connect with the song because they look more convincing; as well as showing the domestic story. To make this music video more successful they have used Megan Fox who stared in blockbusters such as Transformers and Dominic Monaghan who was a regular in the television series Lost. 

 Oasis- Let there be love 
Let there be love is in the style of a live performance due to the fact it was filmed at one of Oasis' concerts. Through out the video the camera uses mostly wide shots to capture to expressions of the audience. Mise en scene

Foo Fighters- Walk
This music video is a pastiche of the popular 1993 film Falling Down. The lead singer mimics the main character especially in the first scene.










 Weird Al- Eat It
 Weird Al- Eat It is a parody of Michael Jackson's hit song Beat it in 1983. This song is a funny take on the song, they use the same backing track however his has changed all the food to relating to food. This isn't a easy task to complete and make it successful. 

 Kanye West- Gold digger

 Kanye West uses the theme of sex to promote this song, this is a very effective. The main techniques he had used in this video is the green screen, he is also wearing all white therefore when hes against the brightly coloured backgrounds he stands out.

 30 seconds to mars- The Kill
This video is referencing to the 1980's horror film 'The Shining' its set in a old haunted house, 30 seconds to mars have set their video like the film by using some important scenes, in the film for example when the lead singer gets haunted my a ghost. However they are parts in the music video when they're performing.

Radiohead- Streetspirit This is a very creative video which does really make that much sense, therefore the audience are made to watch very closely to try and understand what is happening. The black and white theme is significant because it gives the video depth. They are a lot of special effects such as slow motion which then mirrors the music. This video is also similar to Madonnas frozen music video they are both creatively done. when the lead singer is singing his solo parts, the camera does a extreme close up of his face, as well as using the cross dissolving effect.

 The Lonely Island- I'm on a Boat

 This music video uses humor, by mocking other artists who show off the fact they have a lot of music by filming their music videos on a boat. The technical term for this is called interpretive. Also the lyrics in the songs are funny therefore, the artists can stick with the theme.

 

The Beastie Boys- Sabotage

This video has a narrative in the style of 70's police films.

Synergy in Media
In the media industry, synergy is when to products can work together it comes from a Greek word meaning working together for example when a film soundtrack and video game. The popular film Terminator 2 teamed up with the Guns and Roses 'You Could Be Mine' therefore making a video to promote to movie and the band, this became the soundtrack to movie. Another example of this technique is Destiny's child song 'Independent women' and Charles Angels  came together this promote the film/song in 2000.

Producers Strategies

Producers Strategies
Major record like Island Def Jam  sign artists which they believe will be a good investment therefore make there company a lot of money.  They have signed people such as; Mariah Carey, Justin Bieber, Kanye West Jlo and Bon Jovi. All of theses people are mainstream artists, they reach a large audience.

Small Independant labels on the other hand market to a smaller audience, becuase of there restricments. They promote themselves on Youtube, MySpace and Facebook. Theses are good ways to get the public talking about your music. Due to the fact its free therefore more people will see it. some of the songs maybe on itunes as well. The band/record company post videos of there songs on their websites however this promotion technique is not always that effective because you have to do research to find theses bands. An example of a small record label is 'Boy Better Know' they were established by Jamie Adenuga. The genre is rap/grime, therefore have a niche audience. There target audience iis mostly boys but also girls aged 16-25. 

They produce low budget videos for example ' Too Many Men'

http://www.youtube.com/watch?v=tfsHctqvMwc 



Artists who self produce has no budget to promote themselves therefore often use free services like Facebook, Youtube and MySpace. Most of them don't have a lot of money due to to the face they have not got a record company, in addition post videos on the popular site BandCamp. The videos will they post will be homemade with low tec equipment and cameras. On this website they can either post just recordings of just their voice or music videos. An example of an artist who uses BandCamp is Soul Khan, one of his songs  hold on has over 30,000 views on YouTube. On the other had this technique may not be effective because you have to search and find out more about the artist yourself, when using this when using the site. However it depends on what you would like to achieve from making your music, if its just a hobby just would useful. 

LO1 - Understand the purposes of music videos

Music videos began in 1975 when Queen released there song Bohemian Rhapsody, which then when on to get a number one in 1976. They decided to make a music video so they could promote themselves to a wide range of people on television, when they couldn't make a performance of a show like 'Top Of The Pops'.  There video showed them miming their song as if it was a live performance.  Before artist/bands created music videos they would promote themselves by doing live performances, getting there songs played on popular radio stations, interviews, and posters.

Now a days we can watch music videos by using many different sources such as; MTV, YouTube, DVD, ITunes, FaceBook and MySpace. Many artists use all of these techniques therefore reach as many people as they can. MTV is of the most popular music channels in the world, because they tell the public about the newest music. The first ever music video played on MTV was 'killed the radio star' by the Buggles on the 1st August 1981. We have more music channels where we can watch video, such as Viva, 4music, Q and magic. The main reason artists have their music videos played on channels like MTV, is for promotion.  The outcome for MTV is that they get their money from advertising, most of the music on MTV is mainstream  also you have to prescribe to get the channel on your television box. 



 The difference between with mtv and you tube is as that he audience chose what we want to watch. The purpose of putting in on YouTube to get views and promote yourself with or without a record deal, the audience decide. Vevo similar but is for professional musicians. YouTube’s competitors are also Google  The outcome of putting a video on YouTube is you can become popular and well known, For example like Justin Bieber. It’s free however the sound quality isn’t as good.

 

The main reason musicians’ use dvd is to promote themselves and Sell their work.

It was round before YouTube, but now a day’s people use the computer to send files.  It’s another way of disruption; people go to the shop and buy it. There is profit for both the artist and the record company on the dvd. They have to go on lorries and self-etc.

FaceBook is basic self-promotion, it’s independent. You can advertise on people’s pages, this makes a wider audience for yourself or your company, however this does cost money. In addition it’s a very good market research technique, because people who like your page you then can see their basic information. It doesn’t say that they do this- only male or female and age no personal details. It links to friends etc. by sending on links this is called the snowball effect.

My space is very  similar to FaceBook promotions likes, viral marketing again, self-promotion it’s a wider audience.Bands can put details about themselves on loads of different social networks you can put information on when you’re playing gigs etc.