Tuesday 13 December 2011

Analysing Chosen Song

Underneath is my chosem song lyrics with analysed areas of lyrics, tempo, music, target audience and video.

Friday 9 December 2011

Music Video Production

Music Video: Amarachi-Main Girl.
I have been given a brief is to make a music video that fits a specific criteria sheet by the company 99dollars.com. The main aspect that I must follow and achieve are as followed; I must get permission from the artist stating that I am aloud to use their song that I have chosen, I must complete the filming within 24 hours and then complete the editing in another 24hours. Also the music video must have a collaboration with the filmmaker who is me and the artist who is Amarachi(my chosen artist).So I would be concentrating on working closely with the artist himself, making him be the artist in my music video that I will be making. I have spoken to Amarachi the artist about his song 'Main Girl' which was written by him and produced by his friend. Underneath is the song I have chosen. I chose this song because I genually like the lyrics and the beat.



Why I particularly chose this song
The main reason why I chose the song 'Main Girl' written by Amarachi and produced by TeeKid was because I felt the lyrics contained lots of phrases like 'I'm writing out a love note', that could help me for fill my imagination. The lyrics can help me use my knowledge of the different styles and conventions when filming the video. For example the phrase I mentioned earlier 'writing out a love note' can be used in the convention of interpretation, I can make the viewer see Amarachi writting out the love note whilst singing the lyrics. Once listening to the song and understanding the lyrics I decided that the overall concept of my music video will be narrative, this allows me to give a clear story making the video more interesting and engaging. After listening to the song I came up with a storyline that the artist 'Amarachi' is singing this song about his girlfriend(main girl) and talks about how much she likes the certain things he does for instance that he makes her smile. Futhermore although he has this healthy relationship, he is cheating on his girlfriend with many other girls, however, he doesn't want to cheat; this will help me use a wide range of shots when showing his emotions. My main idea is to make the video a narrative video, so before the lyrics come in I want there to be a scene of the artist Amarchi having an argument then you see everthing rewind as if they have not ha an argument then through the video you will see Amarachi cheating on his girlfriend then the scene you saw at the beginning will be played again but with added words which will help the viewer understand why they argued and at the end instead of rewinding she finally leaves him. 

The other reason I chose this song is because the beat of the song has a clear rhythmic pattern which allows me to do clean cuts on the beat making the video flow more and flow in with each other(the music and cuts). By having a clear beat that I can understand can help me be more creative when editing for example at the beginning of the song there is a clear beat with every four counts this can help me use conventions like stop animation. The clear beat has also given me an idea of using dance, the idea is one of the girls he is seeing is a dancer and by me getting her to dance on the beat will emphasis the beat. It would also help me be able to have lots of different shot types.
Copyright Free Music.
Amarachi's Facebook Page
The song I have chosen is from an unsigned artist who has been brought up from East London and is currently 16 years old; so his music reaches out to the younger generation. His song I have chosen is clear that it reflects on is girlfriend who is his main girl. The artist I have chosen is called Marco and his music name is Amarachi. I listened to his song on a social networking site called facebook. The artist has his on fan page where he upates his on songs and lets his friens and family who support him listen to his music. I looked through most of his song and the song 'Main Girl' stood out because the clear beat and the lyrics were not to fast, so when lip synching it would not be obvious.
Seeking Permission.


The criteria stated that I needed to get permission from the artist I have chosen to use their song as my music video soundtrack. So I needed to get in contact with artist asking them for permission to use their song.I then found Amarachi's personal facebook and messaged him asking him for the permission I needed, I also went through that the video I will be making will be pulished on youtube but is not to promote myself in any kind of way. I had to go through the rules with the artist that have been put in place by 99Dollors.com these were that everything has to be recorded by me the filmaker and all the idea's must be mine aswell. The image towards the left shows that I have messaged my artist seeking permission to use his song and he has replied with confirmation saying that I am aloud to.

I have also messaged the protentional dancers I want in my music video asking them if they would be apart of my video.The screen grab towards the left also shows their confirmation. 
Planning Of Music Video.
The styles and conventions I would like to contain in my music video woul be as followed:
- Stop Animation, which can tie in with the lyrics and the beat as mentioned earlier. I would alo like to use the stop animation when your hear the lyrics 'She's my main girl' which could use the affect stop animation like seen in the music video 'Just The Way You Are' by Bruno Mars.
- The main convention of my music video is that I want it to a have clear story/meaning which is why my main focus is to make my music video a narrative video for example like the song 'Your Side Of The Bed' by Trey Songs.
- There will also be some elements of the convention style interpretive, I will try use this style on simple lyrics like the "love note" phrase and I will also make the dancers dance more lyrical. 
- I also want there to be video clips within the music video of flash backs when they was in a happy relationship. I would like this affect to be in black and white making it seem more real.



Wednesday 7 December 2011

99 Dollar Music Videos

What Is 99Dollarmusicvideos.com?
99Dollormusicvideos.com is an independent organisation within the media industry. The company believe in certain aspect they believe that there should be a close link between the film maker and the artist. So the company is an independent networking site which is devoted towards the emerging acts which should be the best of today’s music scenes. The network was created by Jack Ferry and there are also other main members apart of the crew. $99 is a website which allows independent bands who have attempted to team up with film makers creating a new and original music video which the website will promote. The company change the video every week, which allows more people to get involved. However because anyone can get involved with this they set certain rules which will be shown later. The company provides $99 for artists who are not signed to create a good and creative music video with a filmmaker featured on their website. The network have a specific team that put this idea forward and they are:

What Is The Etho That $99 demand?

$99 have certain aspects that should be noted when an unsigned band and filmmakers. First of all there is a specific price limit to make the video; the video must only cost $99 that does not include equipment being borrowed. Only the video must be a collaboration between the film maker and the artist. The final ethos that must happen is that the filming overall must only be 24hours, so the filmmaker has 24hours to film and once those 24hours are gone the time is up and also the editing time is also only 24hours.
Types Of Songs, Genres and Labels that emerge on their Website?
The main prospective of the website is to have a wide range of ‘Unsigned/Independent’ artists which allows them to become notice and produced a music video with the $99 that is given. The website is solely for those artists that have not been signed, for those artists that have funding and management the website will not help with cost because the point of the website is to help the unsigned artists. The main genre of music is Contempary which means it can be in the region of indie, pop, rock and many more. The main idea of the website is just to create a interesting and fun music video which is why the genres are so wide.
Having a Relationhip between film makers and the artist.
The website have put a clear role down, which clearly states that there must be a close relationship with the film maker and artist whether this is collaborating together or giving feedback. So all inclusive there must be a tight bond between the film maker and the artist this could help boost the likeness of the music video being really good. So the collaboration between the artist and film maker must consist of permission to use the song and should both except to contribute. The website have been very specific to how they want the different party’s to work together, they want them to both put in ideas and be constructive. So overall both sides should have an equal amount of input.
Overall Cost The film maker and artist will be given $99 dollars when in their filming time. The cost does not reflect on using own equipment already had the cost it for the purpose of maybe costumes, setting(renting) or props.
Audience Becoming Involved

It is important for the audience to get involved as well as just the filmmaker and artist. There are many ways the audience can get involved by going on the 99dollar website and uploading their own videos. Another way the audience and viewers can get involved is by promoting their music videos to others by publishing them on many different social network sites. Another beneficial way would be by advertising their video on a company, business or products helping them gain the most publicity, this could range from banners to front pages. An example of promoting songs is YouTube banner; this is where underneath the song the viewer had chosen to watch there would be a banner underneath letting the viewer know about a new song. The image below shows a good example of a banner helping to promote a new song.
People could also promote their music video by doing little clips advertising there song just before watching another video. This idea can be seen on YouTube when it advertises a new single when it out this is seen before the song you have searched plays; the song normally gets played for 15seconds.

Case Study

Frankee-Fuck You Right Back  

Thursday 1 December 2011

Andrew Goodwin

Who Is Andrew Goodwin?

Andrew Goodwin is a media theorist who came up with the theory which was stated in his book called 'Dancing In The Distraction Factory'. The theory states that there are 6 different elements that make up a music video. Goodwin's theory allows us to analyse or compare a music video in depth and cover all the vital elements that a music video will contain or be a part of. It allows us to see trends and connections between genre and content. The six different elements within Andrew Goodwin's theory are:
1) A relationship between the lyrics and visuals with the visuals either illustrating, amplifying or contradicting the lyrics.
2) A relationship between the music and the visuals with the visuals either illustrating, amplifying or contradicting the music.
3) Genre-Related style, so a particular type of genre will vary in the style of the music vieo that is created.
4) Star image, multiple close up shots of the main artist or vocalist. Meaning that through the music vieo the video focusses on having lots of shots of the artist making sure the artist are the priority of the video.
5) Voyerism, so this is when the artist or the dancers are wearing little clothing. This is to attract the males.
6) Intextual references; either to other music video's or to films an TV texts.

Andrew Goodwin's Theory 
Andrew Goodwin believed that pop video's were changing with time and no for the better. He believed that pop music video's approach narrative conventions from different angles to novels and films. He believes in every pop music video there are key features that appear in most 'typical' pop video's. He indentified many of the feautures including illustrating, amplifying and contradicting. Underneath are examples that express Goodwins theories:

Star Image
 

One of the techniques Andrew Goodwin included in his theories was Star Image which feautures the artists face the most. Goodwin believed that star image is were the camera focuses on the main artist, this is to show the star quality and sell themselves an artists. Most video's around this time 2010/2011 so on seem more and more seductive and the music video's no longer relate or emphasis on the song like how it was in the 80's. Most music video's when shot has a main focus to make the artist the 'centre of attention', the camera focuses on the artist rather than the background dancers or actors/actresses unless the music video is narrative. So throughout most music video's you would see the camera focussed on the artists face.

An example of an artist that uses this concept in their music video is Mariah Carey in her song We Belong Together. This is to engage the viewer to watch the music video because viewers are not going to want to watch dancers in the background who they don't even know.
The camera's main focus is towards the artist to draw in the viewer. They sing directly to the camera making the viewer feel a connection and apart of the video. The example I have given is Mariah Carey, if you look at the images to your right you can see in all these screen grabs that the focus is on the artist and it almost comes across as if she is being seductive towards the audience to make them keep watching her music video. Underneath is her music video 'We Belong Together'.








 
Visual and Lyrics.
This is when the lyrics the singer is singing tie in with the movement or a still in the video. This is also called interpretive when the visual things you can see in the video link or emphasis what the singer is saying. An example of an artist who uses this is Beyonce with her song 'Single Ladies'. In the song she sings "If you like it you should have put a ring on it' then when she says this you can see her pointing to her finger implying that you should put the ring on her video. This video proves that Goodwins theory is correct with the use of visual and lyrics linking together. The use of this concept in Beyonce's music video is to draw the audience in by not only the lyrics but also with the movement and gestures.

Tuesday 22 November 2011

Purpose Of A Music Video

Music Video Outlets
 Music video outlets can be any programmes that help promote an artists new song or album. Music video's can be watched anywhere the main outlets are; main stream tv, music channels, directly through Cd's or Dvd's, streaming websites like youtube, artists personal website an in illegal downloads.

Mainstream
Mainstream TV is the most common outlet were people can watch music videos easy because it is free of charge and is accessible to everyone. Also by watching music videos on mainstream TV They tend to show all types of music genres they don’t favour a specific genre of music. The channels are also well known by everyone which means there would be a wider audience watch the music videos they release. The main disadvantage of having music videos on mainstream TV is that the music videos are only shown for a certain amount of time unlike the internet the music videos stay on there forever. The main reason it’s a disadvantage because most mainstream channels that play music video’s only have a limited time and if the audience don’t like the videos they are seeing they can complain and get the programme shut down. Mainstream programmes that did not work out for long are Pop Idol, top of the pops and many more these types of programmes only have a certain amount of time on the TV for example X factor that is on now only lasts for a couple of months. These types of shows are normally on every weekend and they allow established artists to perform and become more known on the results show.
The most popular mainstream now is X factor however the only problem is not all of the audience are going to like the artists that perform. Mainstream programmes like this help established artists promote their new songs for example last weekend Rihanna performed her new song ‘We found love in a hopeless’ and by Rihanna performing her new song on X factor made her song more known which helped I get her song to number 1 in the charts. Also artists also take their time when they are on the show to promote ongoing events they are doing for example Rihanna told everyone when her tour dates are. Here is Rihanna’s performance on X-Factor.

 Music Channels
Music channels are a popular way of watching the latest music videos because it is easy to access and shows you the type of music you like. Music channels offend play a wide range of music genres. Music channels are the main response to people watching music video’s through the channels because the music channels are well known rather than a website that is not known by a lot of people. Also the advantage of watching music videos on the TV by the music channels is that there are specific music channels to specific genre types so for someone who only likes listening to Rap/Grime they would most likely watch channel aka where as someone who likes dubstep and dance music they would mainly watch dance hall channel. Here are some popular music channels:

Dance Nations is a music channel specifically for the music genres which fuses house, trance, disco anthems and classics. Dance Nation is a dedicated dance music channel, delivering pure club culture and a continuous mix of massive anthems.

 
Massive R&B is another music channel that plays specific music genres. Massaive R&B mainly play R&B and Hip Hop music Videos.


Scuzz is the only music channel that only plays one type of music and that is rock. The music channel is devoted to the rock fans.
The advantage of having music channels is that as viewers you know what channels will best suit the type of because you like where as mainstream is not specifically for a specific genre type.
An advantage to label deals is if there signed artist get more plays on music channels, instead of it being a one off thing the song gets plated for about 2 months which helps the song get more noticed and the artist which would increase the salary income.
CD/DVD Special Release 
Many artists release DVD’s with their music videos on it to get more promotion. The main reason artists do these special releases of these DVD’s is because they know their fans will buy it because they put backstage footage and rehearsal footage that the viewers can only see if they buy the DVD. This is good because all the footage they put on the DVD cannot be seen on the internet or TV. However because the DVD has footage on it that cannot be watched unless you buy the DVD it will cost a bit more than just buying the single. Some viewers may think there is not point buying the DVD when they can just wait for it to go on YouTube. The only disadvantage for record labels when doing stuff like this is often there are people that copyright the DVD so costumers will by the copyright one for cheaper rather than buying the more expensive this can cause salary loss for labels. An example is the 
is JLS bringing out their own DVD which got released in cinema for one day and now it getting released on blue-ray on the 1st December. The DVD is a good way for them to make money plus its in 3D so lots of young girls are going to want to buy it. In their video it contains lots of unseen backstage footage which is the main reason why the film will sell easy and it has high quality filming from there concert tour.


Artist Website
Artists have their own websites so they can post blogs and videos directly to their fans this is a good way of getting them more known. By having your own website as an artist is allows you to share whatever information you want to. A website for an artist is good because it’s where they can post all of the release dates for singles/albums and it also gives them a chance to sell their own stuff within their brand. As artists on their websites or twitters/face book they also get people helping spread the word about video’s and products. Also to look at certain things on an artist’s website you may have to log in this is then for the artist to have your email address and they can update you with everything regally rather than you having to look on their website all the time. A good example of artists that use their website to keep their fans updated and to see products is the JLS website. The website is http://www.jlsofficial.com/ on their website they tell their fans about all their latest competitions and merchandise. They also use their website to post important dates and information for fans.
Legal/Illegal Downloads
One of the ways many people download their music now is illegally this is bad for the Artists and Record labels because they are not selling enough records because people are downloading it for free instead of paying.  The illegal downloads are rising because it is easy to access and people can get whatever song and video’s they want for free instead of paying for them. The only good thing for record labels is if people get caught they get fined for downloading music illegally and these programs can contain viruses so many people don’t trust downloading music illegally now.  Many people now use YouTube as a way to get their music, there are many websites that help customers get their music for free by converting YouTube video’s into mp3.
Legal downloads are aloud because you have to pay for the music you download and by downloading them legally the money goes to the artists and record labels. Many songs get released on download before being put on CD so this is a good way for artists to make money because some fans might want to get the downloaded version before the actual CD. Legal websites that are aloud are websites like Itunes and Amazon. However because you have to pay for these downloads most people feel no point where they can just get it for free and the UK are not that strict to illegal downloads; you don’t really get arrested for downloading illegal.

Streaming Websites
Streaming website are very popular because you can watch old music video’s as well as new music video. YouTube also allows you to watch music videos from unknown artists that are rising whereas music channels apart from Channel AKA don’t play unknown artists music videos for example Bluey Robinson is an up and coming artist who was found through YouTube and not many music channels play his music video’s because not a lot of people will watch it because they will not know who he is. Also streaming websites are good for viewers because unlike music channels you can watch your favourite song over and over again whereas on the music channels you will be able to watch it very rarely. Streaming websites like YouTube also allow the audience to watch acoustic versions of the artist’s songs. Streaming websites are also a reason why label companies don’t get paid for lots of plays on the internet. On streaming websites now they gave started to do adverts before the music video they have selected to watch plays and they also have banners of new single releases. Many people complain about the adverts being on before their video comes up because they want to see their video not an advert of another artist. An example of using YouTube as a way of promoting new songs is When you click to watch any of Beyoncé’s pervious sounds there is a banner underneath with a link to her new music video.

Monday 21 November 2011

The Purpose Of Music Video's

Different aspects of releasing music videos
All different music video's have different purposes for posting their videos and networking. Many Videos have different reasons for releasing here are a some popular reasons. A music video could be uploaded to promote either an artists new song or a particular brand. Another common reason for music videos is to make a lot of money from releasing it. Other reasons could include; to showcase an artist look(image) or music, to showcase the lyrics of a song.

Promoting
The first purpose of releasing a music video is to promote something. It could be to promote a new artist or to promote a new song release. Promoting something by using a music video is similar to an advert because an adverts main objective is to advertise a new product. The more a video is promoted the more the song and artist is promoted helping them become more know and helping their music spread widely.

This is why it is so important for an artist to create the prefect video so it is likeable to a wide audience helping them become famous. A good example is for an unknown artist by promoting their new music video on a worldwide website like YouTube helps them become well known and not just in the United Kingdom but also worldwide because YouTube is a website available to any country. YouTube is a promoting website that helps unknown artists become known for example Justin Bieber who is known worldwide got found on YouTube and the same as new artist Jessie J.

A good example of promoting something is JLS the video underneath shows an advert of a countdown to JLS’s New tour an shows you backstage stuff. This is promoting JLS’s tour because every music video you click to watch the short advert/clip comes up of JLS. It also tells you that basic information of the dates and the website. So this is a good example of promoting something, JLS are promoting their tour to get more viewers to buy tickets to their tour. The second picture to the left shows a advertisement of JLS's new tour this is to help sell tickets and raise awareness of their event. This advertisment is on most music video's before the videos come on. This is so even if you don't know JLS you would hear from them through other people's youtube channels.

To create a visual representation of an artist
The visual representation is where the artist has a distinctive look which makes them stand out and their look compliments the kind of music they sell. This helps the audience what kind of artist he or she is. For example the video allows the audience to see the artist whilst not performing and the audience can feel there energy and the values of the artist. Also the music video can also help the artist reinvent themselves for example Rihanna use to be this young sweet girl then she brought out this other side when she cut her hair and names her album good girl gone bad. The music video could be a way of showing the artist grow and change whilst sending out a particular message or meaning. Rihanna is a good example of visual representation she changed her appearance and her appearance now reflects on the music she sells, she often wears short, bright and young clothes which represents the music she sells which has a young fun feel to it. Rihanna also dresses the way her music comes across outside the public eye so in more detail in Rihanna’s day to day lifestyle she wears the type of clothes she wears in her music videos and on her concerts.


Through Rihanna's newest music video 'We found love' shows her style of clothes which not only represensts her as an artist and as a independent female it also makes young girls want to dress like her. This video is a good example of Rihanna's appearence reflecting on her fun music.

To extend the playability of a song and its income.
To make a new music video/song become more noticed they would get posted on music channels. There are loads of music channels and some music channel play specific music genres for example Channel AKA play grime/rap/rnb and the music channel Scruzz play heavy metal/rock music. Music channels are everwhere on the internet and radio but most artist want their music video's to be shown more wider so they are shown on the tv. When music video's get played on the Tv the record label pay for it to get played and everytime it gets play it gets more views and most likely the music channel will keep showing the music video for atleast two months, this means the artist is kept in the public eye for a long period of time. A song that was played a lot in november 2011 was LMAO 'Sexy and I know it' when it was first released it got played as a vip track which means important play. By first showing the musiv video like that it got plays everywhere and everyone was obsessed with the song because it funny and a good song to dance to. Lots of people then requested for the song to get played on different music channels. This helped the song become more known which made music channels play it because they get more views.
Creating Synergy with other media sectors.
Creating tie ins between media sectors can help promote the different things involved for example a common example would be singers having a specific song for a film. So it is to raise awareness of both sectors involved and may allow artists to be involved in different sectors within the media. A good example I have of two sectors joining together to get more awareness is the film ‘Dream Girls’ and Beyonce’s music video ‘Listen’ they both tie in. The film dream girls are about a group of girls trying to break out into the music industry world and the main actress in this film is Beyonce herself. Beyonce is the main actress in the film hence having her own single called listen that ties in with the film. Within the music video it has flash backs of scenes within the film also the song ‘listen’ that was released helped the film become more known because it starred one of the best female artists. In the film Beyonce also sings the song listen which would help her single to the number 1 in the charts. These to have tied in together by having the same actress starring in the film to have her own music as well so the two different sectors help each other when it come to raising awareness of the film and music video.
The music video is a clear example of a film 'Dream Girls' and the song 'Listen' working together to help promote each sector. They work together well because Beyonce is in the film as a main character and she is also the artist for the single.
Art
Many artists care about the overall presentation of their music videos, many artists want their music video’s to be memorable so they use art and graphics in their music video to make the video more engaging and fun to watch. Artists like Lady gaga who cares about how her music videos are portrayed she not only cares about the lyrics but she cares about what the video looks like. This is why of the main reason why Lady Gaga uses lots of weird use of art within her music videos. The art can help explore what the video means and the emotion behind the music video. These music video’s tend to be the most popular because they are more fun to watch because the video uses a great deal of camera use, with the shot types and the affects. Artists like Lady Gaga are very imaginative so by her putting all these illusions and weird things in her music video kind of lets the audience understand what is going on in her head and it instantly makes the video more memorable. This could be a good risk because the viewers could either love the reader and the whole idea of the art in it or they can dislike it because they don’t the point of the art being in the video. Lady Gaga’s music videos are a good example of good videos that use art and are engaging. Lady Gaga is one of the most successful pop artists music her weird contrasts of videos gets the viewer’s talking about her. Lady Gaga is the only artist around at the moment that makes her videos live up to the lyrics and performance; she wears weird costume, she has weird actors and actresses in her film, she also puts imaginative affects in her music videos. This is why Lady Gaga is so known.


Saturday 19 November 2011

Styles & Conventions Of A Music Video

`    Popular Boy Band Music Video
A typical boy band would be aimed towards the younger generation and in the music genre of Hip Hop and R&B would have specific aspects within their music video’s. Using the boy bands we curerntly have now as an example would be JLS, One direction and the wanted all their video’s would contain the same aspects. If you were to watch all those three boy band music video's, you would consistently notice the same outline of things. The main aspect you would see in a typical boy band music video is females within the music video whether they are dancing or just general actresses, you would see a change of outfit, basic routines(dances), showing some flesh perhaps their abdominals. All these things are what you would see in a typical boy band music video because these are the typical things girls would want to watch. This is why they would do those things to increase their fan base. Mostly you would see the boy bands wearing more casual clothing in their music video, this could be to set trends and be fashion icons. You would not see a typical boy band wearing weird outfits in their video's like Lady Gaga because it would be less appealing.



This is a typical boy band music video which is by JLS. The video has a dance routine. It also has that cool/party vibe to it with the club, there are a lot of girls with them and they are also wearing casual clothing, that they would wear on a normal day. This music video leaves an impact mainly on the female viewers, making them want to party with JLS. This video is a good example of a typical boy band because it ticks all the boxes that young females would want to watch which makes it more fun to watch. Most of Jls's music video's contain the basic aspect which is why there are becoming so liked by the public. An example of a boy band that did not do so well is Westlife because they became less and less appealing towards females as their video's became less captivating. Their music video Lighthouse does not contain any aspects or elements that females would want to watch which makes the video seem boring.
Narrative Music Video 
A narrative music video is not about the dance routines, the clothes or anything else a narrative video has a specific reason for the video. It will have a main story which they want to portray through the lyrics. So a narrative music video does not focus on the artist singing the words it focuses on getting the story across, so it’s like a small film. A narrative video's main point to get across is the storyline and to get across their opinion.
The video I have chosen as an example of a narrative music video is Trey Songs ‘Your side of the bed’ because it has a deep meaning and displays a good narrative music video. This music video shows that it is not about the artist singing, it is about the storyline which is about a married couple. The music video shows the emotions of a wife living a career that she no longer wants to live. The video is captivating because it is a real life situation it actually happens all over the world. This particular video has a big impact on the viewer after they watch it because it makes them think about life and all those people who are fighting for their country. The video is based on a true life story, so it is very affective. The music video is very interesting and engaging because of the story line which make the viewer not get bored. Trey Songs video 'Your side of the bed' is an example of a good narrative video because it allows the audience to understand the tone and emotion behind the video. The video also uses a quick seen that has no lyrics just pure emotion which helps grabs the viewers attention.



Performance Music Video
A performance music video is mainly focussed on the artist singing, it is to create the feel that you are watching a live concert or gig.  The music video would consist of the artist singing directly towards the camera and maybe having a routine to show more of a performance. The music video would be presented like how you would watch it at a concert. The impact it has on the audience would be that they want to get involved and it could also be more engaging for them to watch. An good example of a music video that uses the style performance is Beyonce's song 'Love on Top'.

The music video by Beyonce is a good example of a performance video because it shows her singing the song with a mic and back up dancers. The music video shows clearly her just perfoming the song. The video does not have a specific story it. This is engaging and exciting to watch because it feels like your watching her at one of her concerts and it is a short video with dancing and singing which is entertaining and fun to watch. The lighting and costumes styles also make the video seem more real and helps the viewer get into it. The video byy Beyonce's main purpose is to entertain the viewer just like she would when she is on stage. This style of technique could be more affective than others because she is looking straight into the camera lense which makes the viewer feel like shes addressing them. It creates more of an intimate feel making the viewer feel apart of the performance. Also by doing a performance as a video allows the video to have more camera angle shots which is not shown on an actuall show. This helps the video seem more enjoyable to watch.



Performance- Live Concert 
The performance music video shows the artist performing to an audience, this shows that the video could have been pre-recoreded and just used clips from the main show. These music video's can be affective because they show a performance, so live dancers/dance routine and a band. The main reason for putting video clips of performances in a music video is to make the music video more entertaining to watch and more fun. The idea of an artist using this style could be to show the viewers who didn't see their live concert/tour to get a glimpse of what happened. The video's also allow the viewers to see the atmosphere of the concert.
A good example of a music video that contains live extracts from the artists concert is Beyonce's music video 'I was here'. The lyrics in the music are about her journey up until now and the concept of Beyonce using a live performance of her singing the song makes it feel more devoted to her fans. Overall the video is very touching because it not only shows Beyonce's performance it also shows the audience(her fans). By adding the performance makes the video that bit more enjoyable to watch. Beyonce's music video is a good example of performance because it shows the emotion when she was singing the song; something you would not get if it was just a normal video. It also contained lots of lights, which draws the viewer in because it makes the video more interesting. So overall the music video 'I Was Here' by Beyonce is an affective wa of using live performances in a video to get across the worlds and in Beyonce's case sum-ing up her carrer, makes the video more enjoyable to watch.

Animation
 An animation video is either a stop motion or digital. These two different styles are to create more of an unsual video. The style and conventions of animation can go we alot of different technique to narrative to interpretive for example in Bruno's Mar's song 'Just the way you are he uses animations and drew the images of what he was saying. The example I have chosen is
the by Black Eyed Peas. The music video is a good example of a video that contains animations to make the video more exciting to watch. The Black Eyed Pea’s song ‘Rock that body’ contains stop motion and digital animation. They use stop motion to go  with the lyrics of the song because the song is about move that body, so dancing by dancing and creating that stop motion affect helps tie in with the lyrics making it more engaging.


Two seconds into the music video they use the stop motion of two dances greeting, this is more engaging and fun to watch because it makes sense to what they are singing and it also placed on the beat which is affective for the audience to watch. They also have an animation robot throughout the music video which is not what most video’s contain so it’s more fun and lively and it makes the video seem like there are a lot of stuff going on at once.

The Black Eye Peas music video is a good example of stop animation because throughout the music video the video contains different animations from the robot and the stop motion of when the extra's are dancing. By using animation within the video makes the video more engaging to watch because not many video's use these types of styles and conventions, so it makes the overall video seem more unique which makes the audience more locked into the music video.

Interpretive 
An interpretive music video is a video that interprets the visuals directly into a story that matches the lyrics of the song. So An interpretative music video is when the lyrics the artist is singing goes with the movement in the video. Not a lot of music video use the concept of interpretation because it seems quiet childish. So for example if in the song it says 'I;m walking through the fields' and in the music video when you hear them say it you also see the motion of the words they are singing. By interpretating the music video makes it seem simple music the shots relate to the lyrics. Examples of video's that use this technique are nersery rhymes like the wheels on the bus. So this is why not many music video's use this style because it comes across as childish.


An artist that uses this concept is Rebecca Black. The concept of her music video ‘Friday’ is very interpretive. At the beginning of the song she says ‘Everybody is rushing’ then in the background you see her family members rushing. She may have used this concept to make her music video more engaging and she might have aimed this video to the younger generation perhaps school kids. The video got a lot of criticism because the use of interpretation makes the video seem childish and stupid. You can see from the picture to your right that when she says 'rushing' that her mum and brother are rushing around. Rebecca Black's main audience is the younger fans, this could be an indication as to why she chose this style.

Homage
Homage is when a music video duplicates a similar feature that has been previously seen. Lots of music videos may use this technique to make their music video more engaging because the public may notice certain things being repeated for a film possibly. Homage can have a similar style to the original or it may copy the entire original. A good example of a Homage is when an artist using the same idea that has been seen in a well known film into their music video. Most music videos that use this idea would use films that were a success and everyone would know about. Homage can also be known as a Pastiche because a Pastiche uses the same idea as a Homage which copies the style from a period of time. Homage is mainly seen through hip hop artists for example in Chris Browns music video ‘She ain’t you’ he uses the same effects and moves that Michael Jackson used because Michael Jackson was his biggest influence. So many artists would use this style to show that they were influenced by the artist or film. An example of an artist who used this concept are Katy Perry and Kayne West with their sone 'E.T'. The song uses the idea's from a well known film called Avatar.

The music video 'E.T' by Katy Perry and Kayne West contains lots of different ideas from previous films and programmes. The overall concept of Katy Perry’s music video looks like she has had influences from the film ‘Avatar’. Katy Perry looks like an avatar and she uses the same kind of shots you see in the film with the sky. The video is like a fantasy; however the fantasy is about aliens and avatars. The video has no main concept of the video having the aliens however it is visually entertaining for the viewers. By using scenes from the film ‘Avatar’ and making Katy Perry an avatar makes the film more engaging because the viewer is confused and left guessing which makes them want to watch it.
The image to the right shows that Katy Perry uses the film Avatar to create her image in her music video and uses the fil for inspiration. This is affective because the public viewers will constantly watch it because of the similarities between the film and the music video.

Katy Perry also uses the same idea from the programme True Blood. The image to the left shows the fox that is in Katy Perry's music video but this fox is also in the opening of the TV programme true blood. So Katy Perry used different elements from different films and programmes to make her music video more interesting to watch.

Parody 
Parody is when a music video displays similarities to the original video but portrays it in an amusing way. It could be to take the mic out of the original song or it could just be to make the original video seem funnier. Most of the video’s that use parody are often created for the viewers to make them laugh. So the video is created for the entertainment purpose. The videos will exaggerate on what you saw in the original video to make it more comedy like. They also would change the lyrics a bit to make it seem more humorous. Parody’s can be made of music video’s all films for example the film ‘Vampires Suck’ is a parody of the film ‘Twilight’ which imitates what they do but in a funnier way. Most parody videos are posted on YouTube because they are just for the entertainment purpose only. The example I have used is the parody music video of Rebecca Blacks sing ‘Friday’.

    
The video above is a copy of the the original video by Rebecca Black but it changes the lyrics to make it seem funny. The video is a parody because it makes a joke of the video by Rebecca. In the parody it show the main with two types of cereal because Rebecca’s lyrics in the video are ‘gotta have my cereal’ so the parody used these lyrics to make a funny joke about it. The parody video is funny and exciting to watch because it’s engaging for those who want to watch a video that is not so boring. The parody video was only posted on YouTube it did not go on the TV music channel because it was a realese of a new song its purpose was just to entertain people and show the reaction they got from watching the official music video.
This image shows that the parody video has the same scenes at the same time for example when she wakes up at 18seconds so does the parody video. This makes the parody video more funny and fun to watch because the viewer can understand the reason why they have created the funnier video.



Referring 
Music videos that contain reference means that the video has a tie in with a film. This could be to promote the film as well as the song. Also most of the time you see tie ins the film would only want a famous singer for example the example I have chosen is a song by Leona Lewis who is a nationwide singer known by everyone singing a song called ‘I See You’ which has a tie in with the famous film Avatar. This is effective because it promote both sectors getting them more views. The music video by Leona Lewis contains shots and scenes from the film which help get the lyrics out more making the film more passionate.
http://youtu.be/3YDz-ftqr1g
This style of video is engaging for the viewer because it tells a story, a story that is already known which makes the video more interesting. By having Leona Lewis sing the words as if she was in the film makes the video seem more emotional which strikes the viewer to watch. Also the video shows that it is not about the artist it is about the film which is what the music video is based on. The music video is beautiful overall because it gets the viewers mind lost into the video making them want to watch the film. So the main purpose of this style of music video is to promote the film and Leona Lewis has made this music video engaging to the eye through the use of colours and backgrounds bringing the viewer back to the film. The music video mainly contains clips from the film to help tie in with the lyrics that Leona Lewis is singing.

Impressionist
A video that uses the style ‘impressionist’ is to create imagery that may not tie in with the lyrics but links to the mood and style of the video. This is to create atmosphere and tension which makes the viewer watch the video. So the main point of the video is to create imagery making the video seem more interesting to watch. The video type impressionist can use elements of surrealism or animation to make the video seem more interesting. However not depending on the type of style in the video, the pace will still match the mood. For example if the song was slow the video would be dark and unexplained. The example I have of a music video that uses the style ‘Impressionist’ is the music video ‘All of the lights’ by Rihanna and Kayne West. This video uses different elements to help the mood and pace of the video however the clips don’t match up.

The video by Rihanna and Kayne West shows at the beginning a little girl walking and its quite dark and looks cold by the way she is dressed. This beginning part does not necessarily tie in with the lyrics because the lyrics are about turn the lights up so you can dance, however, the clip at the beginning of the young girl goes with the tone of the beat because the main instrument is the violin which sets the moos to a sad and cold mood which links in with the girl walking slow and sadly and the weather being cold with the snow. However by seeing the girl walking you would automatically think the lyrics would be about a lonely and homeless girl where as the video is about turning the lights up. The video uses this technique in an engaging way because it miss leads the viewer until you see lots of bright lights. It also makes the viewer want to watch the whole video so they can understand what is happening.

Surreal/Abstract
Surreal and abstract videos are when the imagery shown in the video gives the viewer a shock also the visuals that can be see may not link to the lyrics being sung this is called Juxtaposition. This is when to opposite things have been put together for example in Lady Gaga’s music video ‘You and I’ it shows imagery of a scary man in a ice cream van however this imagery does not reflect on the lyrics because Lady gaga is singing about a relationship. This shows that the music video may not make sense this is why it is interesting for the viewer to watch. 

The video I have chosen by Lady Gaga called 'You & I' shows surreal/abstract footage this is because the video has shocking and weird objects in the video. At 23 seconds in the video we see a old man inn an ice cream which looks like a dummy, this is very strange. The lyrics Lady Gaga is singing are 'I'm not leaving without you' this shows that the video is about a relation and that Lady gaga wants to stay with that person. So the lyrics and the video's don't go together, this makes the viewer confused which makes them intriged to watch the rest.

Intertexuality

Intertexuality is when a music video uses one media text to copy the scene or settings. The music video could also take similar features from the media text whether it’s from a programme or a film. The music industry uses this technique to make the videos more interesting by taking advantage of the viewers understating on different media texts. Intertexuality is used to give the music video that bit more excitement because when viewers watch it and can relate it to the media text it is copying it automatically makes the video more enjoyable, it is also enjoyable to those who may not perhaps no the media text it is copying. An example of an artist that does this is Geri Halliwell she uses this technique to make her video more extreme than others it also gives the song more of an edge.The video I have chosen as my example for intertexuality is 'It's raining men' by Geri Halliwell. Geri Halliwell uses the film 'Fame' to help create an amzing music video.




Geri Halliwell duplicates the famous dance film ‘Fame’ in her music video ‘It’s raining men’. Geri Halliwell uses the same setting and atmosphere as shown in the film to make her music video more memorable. Geri Halliwell uses this concept so the audience can relate to the video which makes it more enjoyable because they get into it because they have previously seen that type of dancing before on the film. 

The image below shows the two different scences one from the film and one from the music video. The image clearly shows that Gerri Halliwell has taken inspiration from the film and creating the film into a small music video.