In my my music video i will be applying most of the concepts used the goodwin's theoryGoodwin's theory is based on, key features found in
a music video, which relate to my music video.They are the six points, - Music videos demonstrate genre characteristics - There is a relationship between lyrics and visuals - There is a relationship between music and visuals - 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. - There is frequently reference to the notion of looking and particularly voyeuristic treatment of the female body. - There is often intertextual reference
All in all their are six points to Goodwin's
theory, Goodwin's theory states that music videos are often constructed by the link
between the visuals and the song plus the artist. Relationships are built
between these in the video, and the close-ups of the artists gives them the
representation and publicity they require. Voyeurism is used to increase the
video’s attractiveness, particularly to males, whilst intertextuality is often
employed in humorous videos. Many of these
features are present in all music videos, depending on the genre of the song
and the aim of the record company/artist. For instance due to many music video's being more based towards promotional reasons, many music videos use voyeurism. Goodwin argues that the female performer will frequently be objectified in this fashion, often through a combination of camerawork and editing with fragmented body shots emphasising a sexualised treatment of the star.In male performance videos too, the idea of voyeuristic treatment of the female body is often apparent with the use of dancers as adornments flattering the male star ego. But I believe that I won't be using this in my own music video.
Michel Gondry was born on May the 8th , 1963 is an
Academy Award winning filmmaker, whose works include being a commercial
director, music video director, and a screenwriter. He is noted for his
inventive visual style and manipulation of mise en scene. His career as a
filmmaker started with creating music videos for the french rock band Oui Oui,
in which he was also a drummer in the band. Michel Gondry is a unique music video director. He is more famously known for his collaborations with the artist Bjork. The collaboration lasted a long time , with Gondry directing a total of seven music videos for Björk. Other artists who have collaborated with Gondry on more than one occasion include Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead and Beck. Apart from being a successful music video director he is also a successful feature film director, commercial director and screenwriter. Personally this is what inspired me about him, as he has a wide spectrum in the media industry.
He has also directed many music video such as "Dance Tonight" - paul mcCartney, "Heard
'em say" - by Kanye west, he has filmed many other films but these are the
one's Im mostly interested in, as they have certain aspects that Im interested
in, that could compliment my music video and that i have analised. Although he has had many successful videos, he hasn't received any award for his music videos, however, he has received awards and critical acclaim for his features films, such as 'Eternal Sunshine of the Spotless Mind' where he received twenty two nominations and won ten of those awards.
Here's an example of his work -
Here's a very good insight into how the video was made.
Spike Jonze is another music video director. He's directed and co-directed many music videos including Bjork, Ludacris, Kanye West, Weezer and Fatboy Slim. These music genres are very unique and massively different to each other and this is why he really inspires me as he can adapt to different genres. His collaboration with Fatboy Slim to make the video 'Praise You' in which Jonze himself starred under the pseudonym of Richard Koufey was arguably his most well known music video, as he won three MTV awards. Personally i believe that award don't tell the full story, and they depend more upon the collaboration of the artists, not their talent.
The video was shot outside a movie theatre in California without obtaining permission from the owners, this is known as 'guerrilla style'. In the video Jonze and the dance group dance to 'Praise You' in front of puzzled onlookers. This really appeals to me, as its real, real emotion witch you can't re create, but at this stage i would love to believe a could do it, but i think it would be to hard to organise, but maybe something on a small scale
Spike Jonze is an American director, actor and producer, who's work
includes music, videos, commercials, films and television. He has collaborated
with writer charlie kaufman which includes the 1999
film being john malkovich that got him a Academy Award for best
director nomination. He is also well known for his music collaborations with
weezer, beastie boys, and bjork, which is where i am particularly interested
in, and have research many peaices by spike Jonze, shown here which has been
both helpful for ideas and also inspiring. His other work includes being
executive producer of MTV's Jackass which appeals to me, and also he an
entrepreneur as he is part owner of a skateboarding company, which has inspired
me in media and also in business studies.
Researching these both directors has taught me that they all have their own individual styles and that they incorporate into the music video, witch i think is needed, as it keeps individuality that shows in their music video's and many bands and performers might prefer a certain directors apposed to another, which will give the director a collaboration and that will add to their portfollio, and hopefully i will be able to add my own style, or at least my own twists.
The conventions of a music video
depend much on genre of music.
However, some general conventions
are that the artist is shown performing, the lyrics of the song influence what
is shown in the video, the pace of editing fits the pace of the music, and
the codes of dress reflect the mood of the song. This is a general look on
music conventions; different types of music genres have
different conventions to typically represent them. A very good
representation of the conventions can be a mood board. To keep within
conventions, these are some main music video conventions
There are
three visual elements to a music video.
-Clips of the band or
artist singing/playing instruments, separate images inserted in the video.
-The
vocalist can usually be part of the story/narrative in a music video, even
whilst singing/playing instruments.
-With editing, the most
conventional feature used in music videos is the ‘Fast Cut Montage’ – a series
of different shots cutting very quickly from one to another.
The fast cut montage element
appeals to me greatly, cutting from different shots, quickly, which has a story
and this is where I want to gear my music video towards.
These are common with Pop/Dance
videos, as it fits with the beat and style of the song itself. Gentler
transitions can also be used to establish a more ‘downbeat’ mood. By using a
fast cut montage, you ensure that people will want to watch the video again, as
they didn't quite catch the ‘gist’ or see something properly. Wanting
to watch the video more than once can mean promotional success, and this is why
many new videos are very unique.
This
year our project was to work on our own and to produce a music video, I thought
this was I good idea as it was different to working in groups, because in a
group your all contributing, to ideas and improving the ideas. But that’s what
your primary research is for (question air/feedback) which is improving on your
rough cut, Digi Pak and Magazine advertisement. Personally
it doesn't really matter to me if I work in a group or don't, I like to create my own image out of my head, in this instance a music video
concept and make it so other are able to watch it. Working on your own requires
a lot more work, and I didn't realize the extent of work that
was needed straight away, but step by step, slowly it can be done. Obviously
your doing the all work opposed to sharing the work
load. Usually a music video would have a huge production
team, ranging from one to few Directors, a huge cast big budget, a
high level of technology, etc; all this is importance to promote an Artist or
band. On the other hand you are able to create a
very professional looking music video with limited equipment and
software, this type of software quickens the process, which is essential
if working on your own. Also the use of simple equipment and software allows
even someone who's just starting, able to pick it up quickly, and it also
limits problems and issues as their fewer things to go wrong. My brother who is
also studying media will be helping with the filming process of the production.
Before starting the research or
planning of my music video a thought it was important to explain what a music
video is.
A music video and the song go hand in hand and both are vital in order for each
of them too succeed in the industry. Music videos are used as a marketing tool
which in turn promotes both the Artist or Artist's and the song itself,
moreover the music industry especially from the driving forces of the United
Kingdom and USA base how successful a song is on sales, which a music video is
a contributing factor of how many Artists are seen as a brand image, and many
will have following fans, loyal customers. Furthermore many Artists will
involve celebrities in their music videos which will bring other loyal fans and
in turn will give more sales. This can also be done by bands or Artists merging
together. A music video is a short film integrating a
song and imagery, produced for promotional purposes. Modern
music videos are primarily made and used as a marketing device intended to
promote the sale of music recordings. They came into prominence in the 1980s,
when MTV based their format around the medium. Before the 1980s music
videos were known as "filmed insert", "promotional (promo)
film", "promotional clip" or "film clip". Music
video's use a wide range of styles of film making techniques,
including animation and live action filming, and non-narrative
approaches such as abstract films. Some music videos blend different
styles, such as animation and live action. Many music videos do not interpret
images from the song's lyrics, making it less literal than expected. Other
music videos may be without a set concept, being merely a filmed version of the
song's live performance.
Here are some simple guide lines of a typical
music video, these don't have to be followed, especially as more and
more creative music videos are being made, challenging the conventions of music
videos.
video process, in which to decide whether to do the music video based on the
actual music, for instance have singers, band members playing the instruments
etc, or have the video merely to promote the video, this can be done by making
the music video look exciting, and fun. As I have already mentioned music
videos especially now are marketing tools, and more and more are becoming
videos in order to excite the audience, such as the video 'Good feeling', which
is an exciting video and a good example of this. To conclude I believe
that the music and the video is very important in order to create a good music video,
and personally I believe I will be going more to promote the song and make the
music video more exciting or maybe a mix of both but these are just thoughts
and initial ideas at this present time. Another important thing to say is that
the music industry is changing all the time, there’s always new idea put on the
table, this is because directors are searching for new,
and innovative ways to promote the music, through the media where
that be videos, magazine advertisement the internet and more.
The video 'good feeling' is an example of an exciting music video, as you can
see from the video it show all elements that I have listed above.
-The video lasts at least as long as the track,
but this can be longer if there’s an intro or outtro in the music video
-The video features the artist or the band.
-The video features some element of performance
-The video has some kind of concept along with
the track, normally a story
-The video does
not feature a complete narrative but the concept may involve fragments of
narrative Different genres of music produce slightly different visual
conventions in music videos
I think that this is key for the first step in the music
My blog will take you through the process of my media, music video assignment. The blog will show many stages of the process of making a music video, along with the digi-pak and all my research and planning that is essential in order to create a good music video. To summaries I am producing a promotional music video, along with the use of a Magazine advertisement and digi-pak to promote It, and this blog will show the steps, I hope you enjoy.
Media studies really appeals to me, as media is every where and its all around and this is why I enjoy media studies and when producing the three minute extract of a horror film, in A1it gave me so much experience, with camera angles and motions, that is required in the A2 project, that I think will benefit me and my music video dramatically, as understanding what to use to create a feeling of the shot at the specific time, witch could be vulnerability, or suspense, which can be created with the four main aspects of a film which are camera angles and motion, editing, mise en scene and sound. With the experience of making producing a horror film trailer at GCSE and a three minute extract for AS level this will help me through the creation of the music video, witch will be interesting for me to be able to produce a good music video witch I think I'm capable of, and that I'm able to show what I want to represent in my music video, but its going to be a real challenge but I'm looking forward to it. Making the promotional material for the band such as the Magazine advertisement and Digi pak will be good for me as i have used software to create poster like that before.
