Research and Planning: Practice Music Video

When preparing for our coursework, my class partook in creating an extract of a music video in groups so we could get a feel of how this brief could be put into practice. The above video is the result of an afternoon's filming and editing work so our time frame was small but overall, I was happy with the end product. There are annotations within the video to highlight any conventions and interesting features.

We chose to interpret the song ‘Foundations’ by ‘Kate Nash’ which could probably be defined as light-hearted pop, very mainstream when it was released, the lyrics and message behind it being about a complicated relationship yet the music itself easy to listen to. Kate Nash is known in the public eye as someone who is not afraid to speak her mind and this is reflected in her music; the mock cockney accent sets her apart from other artists and works as an appeal factor. Therefore, she is a good role model, someone to aspire to, who fundamentally lets her music do the talking. We wanted to create a video that picked up on this side of the artist and successfully matched the mood.

From undertaking this particular practical work, I learnt several lessons. Music videos are complex in the fact that you have to be careful when trying to lip sync words. We wanted to include this factor in our music video to make it as realistic as possible, yet it is difficult to get the right speed and match the visual and the song exactly. For my own music video, I will make sure that I plan everything very carefully; especially the timing and length of each shot to ensure that miming will be successful in the way it matches the song itself. I feel that getting this factor exact will really make my coursework potentially very realistic and true to the real life examples of music videos, and will also work with conventions such as close ups effectively in the way that it is believable that my actor is the artist themselves.

I also learnt that continuity is not as important in music videos as it is in something such as film, in fact, it is probably better to diversify the music video’s content. In the real life examples, there are often frequent scene changes, clothing changes and sometimes character changes, which help to make the video much more dynamic and interesting. From this, I can establish that, in my coursework, I may wish to use a variety of scenes, clothes, props etc. to make my music video as close to the released music videos as possible. If the whole music video consists of the same scene, same clothing, same action, it could bore the audience and would not have the same kind of appeal that most music videos currently do so I need to take this into account.

Constructing the music video and seeing the audience’s reaction to it really made me see just how important including as many of the conventions as possible truly is. What we created I feel is good and our audience seemed to feel the same so this is encouraging, yet there is still the potential for a better product if I can take into account the opinions of the consumers and create something from this. There are two conventions that we did not include (intertextuality and voyeurism) so, in my coursework, I will try my best to include these if they are suitable and the other four conventions as profusely as possible to make my music video true to form and enjoyable for my target audience.

Taking on board all these lessons as well as what I have established through creating the music video itself, I hope that my music video for my coursework will be as realistic and successful as it can be.

Research and Planning- 30 Seconds to Mars Music Video

Looking at the concept of a music video from a slightly different angle, 30 Seconds to Mars with their music video for 'Closer to the Edge' portray different messages from the two I have analysed so far. The band themselves would be classed under the rock/emo genre which instantly brings about opposing aspirations and styles to the previous two pop examples.

This music video is primarily performance based; there are various shots of different live shows in a variety of venues and countries as well as the lead singer in amongst the crowd. Using this style seems to promote the live performance of the band and may work as a pull factor for the audience who want to experience it for themselves. The editing work juxtoposed to the performance shots seems to fit with the typical conventions expected what with close ups of each member of the band, alongside their name so the audience can see them as real people; the group are not hiding behind a facade and it seems to allow them to become closer to their fans in this sense. Cuts are also made to the beat of the music such as in the "no, no, no, no" moments, a convention I have previously discussed as being typical of the music video media text.

Whilst the performance aspect is a major concentration of this music video, there is also the application of interesting inserts. Normally, the song will continuously play throughout the length of the music video and shots will fit into this such as seen in Lady Gaga and Busted. However, 30 Seconds to Mars have included inserts of mid shots with fans, discussing their view on the world and music's influence. This is unusual to be seen in a music video as artists will normally just want the song to be heard so people enjoy it and buy this commodity. I feel that in incorporating this break in the music style works to show the band care about the wider picture, not just about selling records. It also reflects on the fans, as they are given a voice. The messages that the fans say are deep issues which reflects on the band, giving them greater definition and portraying the sense that they are interested in giving something back to the society we live in. One boy says, "music makes the world go round and, for me, if it wasn't around right now, I wouldn't be around right now." This emphasises the influence that music can have on a person and, including him in this song, makes the audience think that 30 Seconds to Mars have been part of this influence thus selling them in a positive light.

The composition of the song as a whole has taken the style of a short film in a sense, therefore the aspect of intertextuality is present in changing the usual concepts of the medium of music video. The inclusion of captions on shots such as, "A Bartholomew Cubbins film," and, "presented by 30 Seconds to Mars," adds to this effect as well as highlighting the band as the stars. At the end of the music video and the inserts of fans speaking, credits play which tell of the director, editors, camera and others to do with the production setup. This goes against what is expected from a music video so therefore sets this one apart from others in terms of the construction and messages behind it. Short films always appear to have some kind of moral behind them so incorporating this style has allowed this to be true of their music video too, adding greater definition to it's ideals.

Overall, this music video shows me that sometimes it works to go against normal expectations. The short film style of inserts of fans amongst the performance sections works to sell the song, sell the band and it's live experience yet goes deeper than this with the positive message about music and wider issues. This then reflects on the attitudes of the band itself in an electronic shaman type sense. However, I feel this music video goes further than typical electronic shaman messages in that it does not distort reality but makes it seem a lot more real and down-to-earth for each individual to do something positive. Some conventions are still present within the music video such as close ups and editing matching the beat but it seems to portray deeper messafes than just the commercial exibitionist style with everything being fun and 'happy go-lucky.'

Research and Planning - Busted Music Video

Another example of a successful music video is the song 'Year 3000' by Busted. I felt that it would be a good idea to analyse an existing video made by the artist I want to portray in my own project, so I could gain an understanding of the market they target as well as how they have used conventions in previous instances.

The video is full of typical conventions that are to be expected in music videos. For example, frequent close ups of each member are present, particularly near the end where mid shots show the group singing along separately. They are also shown as a complete band in two shots/wide shots; this allows the viewer to understand that the trio come as a package, adding to their appeal. It also helps an audience to see the way in which the band interact with each other, with their separate instruments and looks.

Intertextuality is represented in the music video too. The opening scene of one member, Matt, playing a video game such like 'Space Invaders' gives reference to this other media form. It works to add a sense of fun and entertainment from the beginning as well as establishing character and showing the interests of the band. This convention is also shown at another point in the song where lyrics say, "he told me he made a time machine, like one in a film I'd seen." The film in question is 'Back to the Future,' a family orientated sci-fi movie, and a car similar to the time machine seen in this motion picture is shown on screen. With both visual and audio supporting each other, the reference is clear to be seen and could hint at what the music video is working to achieve in the sense of the family appeal. At points, the video additionally takes on a cartoon style; this could be argued to be an instance of intertextuality with the music video taking on an aspect of another media form, typically used for print media and programmes aimed at children. This adds to the entertainment factor and makes it more surreal such like the topic matter itself of time travel.

There is a narrative told throughout the music video that follows the stages of the lyrics; this naturally sees the implementation of the convention of lyrics matching the shots of screen. For example, the line "boybands, and another one, and another one, and another one," matches a visual of a machine creating a series of boybands in a cartoon fashion. The band travel to the year 3000 and see themselves still making music in the future: "everybody bought our seventh album." They then sneak in and lock their older selves in their dressing room so they can perform in their place. The final section of the music video is then performance based with the band on stage in front of the futuristic audience. Portraying them in this performance based style to finish reminds the viewer that the band enjoy and concentrate on making music whilst playing their own instruments, adding credibility.

In conclusion, the music video 'Year 3000' seems to reflect the feel of the band in the way that it is fun, telling a story, with concentration on the group's interaction and musical instruments to add appeal. This impression is something that I would like to replicate in my own music video, with narrative a big concentration for the beginning at least and an easygoing nature, befitting for the musical style and band itself.

Research and Planning - Lady Gaga Music Video

The video for 'Just Dance' by 'Lady Gaga' has just over 125 million views on YouTube; this makes it a very good example of a popular music video so it will be beneficial to analyse.

In terms of which category the video would be classed under, commercial exhibitionist appears to be the theme to best describe it. This is due to the fact that the focus is on Lady Gaga herself and she is shown frequently in the four minute promotional video, therefore selling herself to the audience along with the music, concentrated in the spotlight.

The conventions I have mentioned previously are rife in this music video. There are constant close ups of the artist's face in various different poses, so the audience can relate her to the music as well as voyeurism established through several of these shots (licking her finger.) Also, this is present through mid shots of Lady Gaga in a paddling pool, playing with an inflatable; the viewers are forced to see her in a sexual way and admire her feminine frame. 

There are references to looking shown throughout, what with the disco ball working as mise-en-scene for a party being reflective, as well as a mirror in the bathroom portraying the lyrics in lipstick letters. Lady Gaga's outfit frequently has sparkles on it too; this depicts both a fashionable, rich feel for the artist and a reference to reflection.

Visuals constantly match the lyrics mentioned: "can't find my keys, lost my phone." Within this, a loose narrative is established in that there is a party happening with lots of people, all young and having fun with no regrets. This effectively matches the genre of the song; pop is light-hearted with no serious messages and the bright colours and fun atmosphere reflects this. The people at the party as mentioned are young so the video works to represent this sector of society in that they know how to dance, are care free and willing to let their hair down. It is also rather stereotypical in the sense that the characters drink too much lying on the floor passed out, maybe expressing the love of drinking that many people in this age group possess. The main theme of the video is about having fun and all these factors help to portray this.

The way in which the music video is constructed in terms of the editing also fits with the typical convention of matching editing to the pace of the music. For instance, the line at the end of the chorus of, "Dance, Dance, Dance" sees different quick takes of various scenes to move along effectively with the music. The dance sequences that the artist does herself additionally works in a similar vein.

Overall, Lady Gaga's 'Just Dance' brings together several of the typical conventions of music videos which could account for the success of the video itself. The commercial exhibitionist style is befitting for the artist who makes a lot of money from her popularity as a person as well as the music. A lot can be learnt from videos such as this that are not hugely concentrated on narrative but are just a very successful package in how they show the artist amongst conventions.

Research and Planning: Types of Music Video

There are two main groupings that music videos can be classified into. These are:

• Performance clip - a music video that mostly shows an artist singing or dancing

• Conceptual clip - a music video that shows something other than a performance by the set artist, often with artistic ambitions

 These can then be further categorised into:

• Commercial Exhibitionist - an artist who sells their image, voice, lifestyle and records, with them in the spotlight, aiming for success   

• Televised Bard - a singer acting as a storyteller, using on-screen images to support this story. They may discuss complex issues like life and death. Frequently, the focus of the story is on the artist's own success or wishes to be fulfilled 

• Electronic Shaman - the singer appears invisible in the video, with only their voice and the rhythm of the song to anchor the visuals. There are often hidden meanings and a different reality established

I shall now look at examples of current, released music videos to get an idea of what is popular and successful, both in the type of music video it classifies under and what conventions appear.

Research and Planning: The Purpose and Conventions of a Music Video

A music video is an important tool in releasing a song, helping to sell both the artist and music by getting the release in the public eye. Typical conventions can be seen present in the construction of music videos. For example, Andrew Goodwin says that the genre of the music is often reflected in how the video is put together. This can be supported be such videos as ‘Girls Aloud’ (shown right) where a dance routine is used, stereotypically something that a pop girl band would partake in. 

From another perspective, a dark, on stage theme may be used for the genre of metal like ‘Trivium’, a screenshot shown to the left. This convention helps the audience to instantly understand what to expect from the song as soon as they see the visual and both music and video support each other effectively.

As well as this, a music video will contain a large number of close up shots of the artist themselves. This is due to the fact that, incidentally, the idea is to sell this artist, particularly with genres such as pop when the focus and selling point may not be the music itself but more to do with the persona behind it, with set demands from the record label. For instance, this can be seen through a music video such as ‘Lady Gaga, Just Dance,’ seen right. Throughout the video, these close ups can be seen, focusing on the artist and selling point of Lady Gaga.

 

Seen alongside these close up shots, there is often a frequent reference to the notion of looking. The example shown to the left is from ‘Issues’ by ‘The Saturdays’, a member of the band looking out of a window. It could also be something such like looking in a mirror, through binoculars or a telescope. This idea gives the feeling of the artist being within reach, fans being able to look and communicate with them and also makes them more desirable and longing if looking from a distance.

Accompanying this idea of looking, something that frequently appears in music videos is the voyeuristic treatment of the female body. The audience is forced to see the artist or character in the music video in a sexual way, almost like a ‘peeping tom’, observing the artist from a distance. This convention is frequently seen in videos where the idea is to sell the artist and appeal to a particular section of the audience, rather than selling them for their music, making them attractive, desirable and, controversially at points, something to aspire to. ‘Britney Spears’ in ‘Toxic’ is the example shown, an artist that epitomises this concept in almost all of her music videos. 

Often, a music video may show some kind of intertextuality, where it references a particular idea from another media text. ‘Linkin Park’ used the design of anime concepts for their music video ‘Breaking the Habit’ (left). This often helps to target a specific part of the audience, in this case appealing to gamers and anime fans, something normally seen through a different medium brought to the media text of music video.  

  

The final two conventions are more standard and simple. They state that there is often a relationship between lyrics and visuals, so when a particular object is mentioned for example it is shown on screen. The screenshot to the right is from ‘I’ll Be OK’ from ‘Mcfly’, and the line says, “All alcohol in the world would ever help me to forget”; the visual reflects this with a beer shown and the artist looking sad and depressed, the correct mood established to fit with this specific lyric. However, the two do not have to necessarily match; they may be contradicting, working in an opposing way.

The other is when there is a relationship between music and visuals with the editing working together with the beat of the music. This is present in almost all music videos so a whole host of examples could be used, the one below a short section of ‘You Me At Six’ with ‘Underdog,’ the different images moving along with the fast paced beat. Again, this relationship does not have to match, it could be intentionally contradictory, yet there is still a relationship of sorts.

These six conventions typically define what appears in most music videos and from this, I will work to create my own that adheres to as many of these conventions as possible, therefore making it as realistic as possible.  


 

Finding the Song

In order to create a music video of the song I ideally wanted, I needed to find a version that was not copyrighted. This is when I looked on YouTube to see if there were any musical covers of the song at all that were of a good quality and portray the messages of the song in the way I wanted (for example stress in the right places etc.) I found a cover with singing and guitar playing from YouTube user 'Spannerhead12' that would be suitable to make the music video from and I have included it in this blog post.

Please enjoy :)