Exemplar Videos Following Vernallis' Main Ideas

Kelly Rowland Ft. Lil Wayne - Motivation

 

 

 This music video follows Vernallis' idea on using a basetracks to give it some structure.

 

 

Beyonce - Run The World

 

 

This music video shows a good use of jump cuts, keeping it interesting to watch.

 

 

The Wanted - Glad You Came

 

 

This video is a good example for showing how the camera sometimes moves in time with the song.

research: The functions of a music video

The functions of a music video are;

 

1-to sell the song and promote the artist

2-give the listener a visual understanding of the song using narrative

3-to entain listeners and fans

4-visual repreentation of artist

5- promote song so viwers can buy album

6- evoke emotion to audience e.g. black eye peas 'where is the love'

 

 

 

However some videos do promot products, for example Lady Gaga's single 'telephone' and shots of virgin phone and cocoa cola 

 

Analysis Of Best Music Video’s

Jay Z - 99 problems:
I chose these two video’s for different reasons, but still consider them to be the best example of the music video form. The first music video I chose was Jay z’s ‘99 problem’s’. Reason being, because the black and white filter that is used suggesting the struggle that jay z goes through on a daily basis hence the title name ’99 problems’ and the fact that it is also filmed in his home time in this society considered as the ‘hood’. I like the fact that they use a lot of jump cuts throughout the music video and that every scene introduces us to something different and that the barely repeat any shots. Similarly towards the end when he’s actually performing the song to a crowd showing off his talents and to he ends up getting shot and I liked how the gun shots were in time to the beat of the song.

Kid Cudi Ft Kanye West & Common - Make Her Say:
The second video I chose I was Kid Cudi’s ‘Make Her Say’ Featuring Kanye West and Common. I chose this music video because of the way it was edited into the horizontal split screen showing Kid Cudi and the other artist in different positions and the way it changes into different scenes/scenarios in time with the beat; instead of showing several jump cuts after each other. I also really liked the use of balloons at the beginning and at the end of the video even though it has nothing to do with the actual lyrical content of the song. 

What are the Main Functions Of A Music Video?

Copy Right Clearance

Here is a print screen of the email I sent to Island Records. This was to secure a copy right clearance for Angel’s ‘Wonderful’ as it was one of my options for making the music video. 

Analysis of Previous Student's Work

 

I thought this previous students work was one of the best ones i've seen. Apart from being an interesting video to watch, i like the effects (filters) they put on their shots when editing. The fact that they have loads of basetracks is what makes the video so successful as it keeps the audience interested as well as editing to the beat to ensure their shots dont last too long. The way each shot was filmed was really good too as the lip syncing was all matched up well. The use of both illustration and amplification also keep the audience engaged as the video doesnt just illustrate the lyrics of the song, there's more to it and it makes the viewer think of the song in a different way than they perhaps would have before watching the video.

 

The only thing that i think was a bit weak and slightly let the video down was the performance of the main character because at times she looked abit awkward and uncomfortable but as a whole it looks like she tried hard to overcome it and it contributed to a great final product!

Technical skills developed

Throughout my AS year i have devoelped a number of technical skills that will be able to help me in my advanced portfolio to remake a music video.

The skills i have developed are from different elements of editing, filming, sound and mise en scene.


These skills include;

• editing in final cut pro
• a brief on how to change the screens colour
• caorrect way of handling a camera
• using additional lighting for brighter outcome
• useing foley sound
• using soundtrack pro to create music
• during editing i learned to use special effects such as adding texts and transitions
• during filming i learned that it was easier to have a number of differnt shots from different angles

summer re-make video

unfortunatly i was unable to finad a roughcopy  the work that was produced in june for our remake video because my group did not hae enoigh time to finish editing.


However the song that my group chose to remake the video was rizzal kicks down with the trumpets

strength- the lipsyncing from the performers was on time
             - performers looked comfortable in front of the camera

weakness- the locationthat we used to shoot our base tracks was not very creative as we used a classrom

               - we didnt produce enough base tracks to cut down into shots to create a music video
               - the oringal voice to the song did not match the performers appearance, as the original is sung by two males but i our remake we had one male and one female.

copy right clearance

above is a copy of my clearance letter that was sent to atlantic records asking for permission of copy right for Ed sheeran song 'A team', as it was one of the suggestions for music video remke at the sart of the summer

Laura Mulvey

I think what Laura mulvey was trying to say is that we live in a world were there is sexual imbalance between male and female. the pleasure of looking at the physical body has been split between men and woman, the male gaze creates fanatises on the female figure which was styled for that purpose. the female's sexiness may have nothing to do with the product/song but draws attention from both sex.

There are some particular genres of music that this may be specific to, for example hip hop, R&B and pop

 

 

However there are some artists that challenge Mulveys theory

 

 

example- leona lewis-happy

 





Vernalis Theory

Carol Vernalis came to the conclusion that music videos involve a lot more editing than in films even though a music video is a lot shorter. These edits appear to stand out more, so they are easily identifiable and usually are in time with the rhythmic basis of the song.

Edits such as continuity, jump cuts, and added special effects are especially used to engage the audience and more importantly draw attention to the artist and what’s going on in the video. Base tracks are also used to give the video structure, so this is when you see a particular seen over and over again.

A video that illustrates a major use of jump cuts especially would be: 

An example of a video that uses special effects:

Or:

Laura Mulvey’s theory

Representations mean the way something/someone is portrayed or descripted and in media this can consist of many parts such a gender, age, ethnicity, space/place and so on. But when it comes to music videos the main point of representation that we focus on is gender.

The image of an artist is very much carefully planned in music videos, from clothes to make-up to the situation the artist is placed in. The reason for this is since the whole idea of making music videos is to promote the artist. The viewers will then deconstruct the representation that is being shown based on their own understanding, so everyone will have their own interpretation. As the audience we also become used to seeing such representations because they are so common within music videos especially for certain genres.

“In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly.” In other words Laura Mulvey’s ideology on the “male gaze” is that during music videos the camera tends to linger on female assets such as her legs, bum and cleavage. Women are presented in a way that a male would generally react to her; they are filmed in an objective and seductive way making them come across as objects of pleasure and nothing else. Sometimes the sexualizing of the female might not even have anything to do with the song or product being advertised but is put in because it sales more and appeals to an already existing audience.

The way the woman also act as well as the way the are portrayed says a lot about the male, it reinforces that the male is always supposed to be the more dominate character, gets what he wants (in this case the female) and the female is just there pleasure and to be looked at.

Some good example's of this kidn of representation would be:

Andrew Godwin’s theory on music videos:

Andrew Goodwin’s interpretation on pop music videos in today’s society is that they don’t follow the traditional narrative analyse that pop videos used to use. This is because pop videos usually take a different approach to filming than films do.

So reasons for different narrative structure is that pop videos are built around the song itself, pop videos use the singer as a character apart of the video but also as the narrative as they are singing the song (or telling the story) and lastly the singer most of the time makes direct eye contact with the camera trying to make the views feel more involved with the performance.

A lot of the time, pop videos repeat scenes and images just as the song repeats lines and choruses, however this could be down to them using base tracks and you do when making a music video. But the way Andrew Goodwin interpreted it is that as a part of promoting the song and video it would be played on TV, radio and there might be a lot of advertising for it on TV tie-in making the song very familiar through repetition.

Sometimes the video gives the audience a visual pleasure or they take liking to it so much that it encourages repeating the viewing and therefore promotes the music even more. This is seen as the song going being the original meaning of visualisation.

There are three types of relations between songs and videos that is illustration is when the videos tell the literal story of the lyrics using dancing for example to express the feelings in the song. Amplification which is when the video introduces new meanings that do not contradict with the lyrics but adds a different perspective of how to look at the meaning of the song and lastly disjuncture, this is where there is no connection or very little connection between the lyrics and the video.

Pop videos nowadays have very recognisable features that tell them apart from other videos for example bright neon lights, dancing and so on. Another obvious feature that is used a lot would be the way woman are objectified and are presented to be there only for the male’s desire. They focus more on specific parts of a woman’s body to seduce the male viewers.

A last point would be videos that are made as soundtracks to a movie often use pictures or scenes from that movie and incorporate it in the music video to make an obvious connection. 

An example of Illustration:

An example of Amplification:

An example of Disjuncture:

: 

carol vernallis

Carol vernallis had ideas on editing and camera on music videos, she observed that the edits in music video came more frequently than in a film. She realised that majority of music videos stand out as a disjuncture and that the editing seems to have a rhythmic base that connected to the song.

Her main observation was;

·         The rules of ‘continuity’ editing are broken in order to draw attention to what is on the screen

·         Edits may be really obvious to draw in order to draw attention for themselves. For example wipes and special effects added

·         Jumps cuts are often used

·         A master shot (base track) is frequently used to give the video a structure

·         The camera may move in time with the music

example of music videos
 special effects-

rick ross- aston martin music


kendrick lemar-swimming pools

jump cuts- nicki minaj- pound the alarm

base shot frequently used- usher- lemme see

Disjuncture, Illustration and Amplification

Illustration-  christina aguilara -you are beautiful

 

 

you are beautiful is a pop genre, this video fits the category of illustration because the video tells a story and fits directly with the lyrics. the video shows different perspective on what it means to be beautiful and that everyone id beauftiful in their own way and that words shouldnt put someone down.

Amplification- Ed Sheeran- small bump

 

small bump introduces a new layer of meaning but does not contradictthe lyrics because the lyrics talk about an unborn child which is vunerable and weak. however in the video we see no referance to a baby but instead a hospital with people around him which suggets the same weakness and vunerablity of the unborn child.

 

 

 

 

Disjuncture- jessie j - price tag

in price tag there is little connection to the lyrics and it also contradicts the lyrics. the lyrics talk about its not all about money and jewellery but yet the performer is wearing gold  jewelleryand money displayed on the a tree.

Carol Vernallis

Vernallis' Ideas on Editing and Camera Work in Music Videos

• Edits in music videos come much more frequently than in film.
• Jump cuts are often used.
• Camera often moves in time with the music.
• Usual rules of "continuity editing" (usually found in classic broadcast fiction), are broken in order to draw attention to what is on screen.
• A master shot (basetrack) is frequently used to give the video a structure.
• Edits may be really obvious to draw attention to themselves, such as wipes and special effects.

Andrew godwin's theory

Andrew godwin has a theory for the structure of music videos; Goodwin feels that the traditional narrative analyse does not apply to narrative videos, it’s because they approach narrative from a different angle to novels and films.

The reasons for the different narrative structures are;

1.     Pop videos are built around songs- often songs do not pose traditional narrative structures

2.     The pop video uses the singer both as narrator and as a character participating

3.     The singer often looks directly at the camera- this is an extension of performance and trying to involve the viewers watching with the performance

Andrew Goodwin states that pop videos rely on repetition. Music video repeats images in the way the song repeats choruses or lines, the use of repetition in songs of parts or rhymes makes the listener become aware with the genre and have certain expectations.

Pop songs and videos in general do have a form of closure and ending. The video is often reflected in the structure of the music, the structure mainly is to build climax or to a constant repetition before fading away.

The visualisation of some songs may go beyond the original meaning. Sometimes the video may provide a visual pleasure that encourages repeated viewing which promotes the music. It is said that are three types of relations between song and videos:

1.     Illustration- this is when the video tells the story of the lyric e.g. Madonna ‘pap don’t preach’. Dance is often used to express the feelings/moods in the song.

2.     Amplification- this occurs when the videos introduce new meaning that do not contradict with the lyrics but add a number of different meanings

3.     Disjuncture- this is when there is little connection between the lyric and video or where the video contradicts the lyric e.g. Michael Jackson ‘man in the mirror’

pop videos have an easily recognisable feature, e.g. Michael Jackson’s signature twirl/yelp in his videos. Another example would be the women are presented as objects for male desires. On the other hand female artists such as Madonna and Beyoncé look directly back at the viewers through the camera and they cease to be passive.

Lastly videos also try and appeal to as wide an audience as possible without alienating the core target audience.

Exemplar Videos Following Goodwin's Main Ideas

  

Illustration: Runaway Love - Ludacris ft. Mary J Blige

 

 

This music video completely illustrates the song as the lyrics are all about abuse and running away from home and the whole way through the video emphasises that.

 

 

Amplification: Emile Sande - My Kind of Love

 

 

 

I think this music video demonstrates amplification really well because if the audience hears the song without watching the video it sounds like a regular love song between a man and a woman however the video is actually about love between friends as one of them is battling cancer.

 

 

 

Disjuncture: Bruno Mars - Lazy Song

 

 

I chose this video as an example of disjuncture because the lyrics all throughout the song are about not doing anything and taking it easy on his "lazy day" yet the narrative throughout involves people in monkey costumes which doesn't relate to any of the lyrics and is really random.

Andrew Goodwin's Theory

The Structure of Music Videos

 

Rethinking Narrative Analysis

• Goodwin's opinion is that traditional narrative analyses don't really apply to pop videos because the approach narrative from a different angle to novels and films.

Reasons for Different Narative Structures:

Pop videos built around songs dont pose traditional narrative structures. (Normality - Problem - Resolution)

Pop video uses the singer both as the narrator and the character.

 

The singer often looks directly at the camera which is an extension of music-hall performance. It is also a way of trying to involve the viewer at home.

 

Pop videos rely on repitition (repeat images according to the chorus/verse)

 

Repitition of parts/rhythms of other songs (intertextuality) helps the audience familiarise themselves with the genre but this also raises expectations.

Music videos are played on TV and songs are played on the radio, (it may be an advertising film or TV tie-in making the song very familiar through repetition)

Pop songs/videos have a form of closure and ending, the build to a climax before fading away.

Three Types of Relations Between Songs & Videos

Illustration: When the video tells the story of the lyrics. Dance is often used to express feelings/moods, e.g. Madonna - Papa Dont Preach.

Amplification - When videos introduce new meanings that do not contradict lyrics but add layers of meaning.

Disjuncture: When there is little connection between the lyrics and the video or when the video contradicts the lyrics, e.g. Michael Jackson - Man in The Mirror where the song is about self realisation and the video is about/full of radical world events.

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Pop videos have easily recognisable feautures, e.g. Michael Jacksons yelp and twirl and women being presented as objects of male desire.

Instruments are presented by different objects for example in Rock The Casbah by The Clash everytime the piano plays an armadillo is shown in the video.

Videos try to appeal to as wide an audience as possible without alienating the core target audience, e.g. including clips of 60/70s so an older generation can relate and identify them.

Videos from songs written for particular movies often incorporate images from that movie in to the video, e.g. Celine Dion - Heart Will Go On (Titanic)

Copyright Clearance for Initial Song Ideas

Above is a screenshot of after my message was sent off to request copyright clearance. I wrote to Warner Music Group to request the copyright clearance for Ed Sheeran's - A Team. This song was one of the ones on my list of suggestions that i came up with during the summer holidays.

The State of The Music Industry In 2012