Andrew Goodwin theory

Andrew Goodwin's theory:

Andrew Goodwin is a man who has thought of a theory about the relationship between the music video and the lyrics. In Goodwin's book “ Dancing in the distraction factory: Music television and popular culture” he says what a music video always has and the relationship of the video and lyrics. These features are:

The relationship between the song and video  shown in the music video which amplifies, illustrates and contradicts the lyrics.

The music video would have a  genre which also includes certain features that the genre would have e.g. RnB you would expect to see baggy clothing.

Also the record company s usually include a lot of close ups in the artists music videos so that the audience feels more closer to the artist.

Intertexual  references are made in quite a few media text such as films, TV shows or music videos and are usually for the more humorous side/parody side, which then keeps the audience entertained.

Voyeurism is quite popular when it comes to music videos it can be used as just looking at the camera, but its mainly used for exposing women and making them look like sexual objects for the viewing pleasure, mainly for males.



Illustrating

Illustrating is when the video shows exactly what the lyrics are saying. Illustrating can also be seen in a narrative form.

A example of illustrating would be "Friday". In this music video the visuals show exactly what the lyrics have just said, such as at 0:29 the lyrics says "down to bus stop" and the visuals show her at the bus stop. Another example of illustrating would be at 1:15, the video shows exactly what the lyrics are saying which is "cruising on the highway" and shortly after that she points towards the audience at 1:16 making the audience become more engaged with the music video. This is a very good example of illustrating as through out the whole video she is pretty much showing what the lyrics are saying. An illustrating music video can become boring for the audience though as they are having the same thing repeated twice but in different ways. It can be interactive, but it mainly can come across boring and this doesn't help promote the artist in a good way. At 3:08 we here the lyrics "partying" and in the visuals we see a group of teenagers at a party, what makes this more of an illustrative video is that the characters costumes are actually what you would expect to see at a party.

Amplifying

Amplification is used so that the audience is able to feel the mood of the song E.g. If the video visuals show violence and anger the audience is meant to feel the emotions of anger.

This here is a example of amplification as the lyrics, instruments and visuals to the music video all have the same mood which is anger,pain and also has the feeling of energy. At 1:33 when the tempo of the song becomes more louder and faster which shows more aggression the visuals in the music video shows the destruction of her home, as in objects falling of walls and smashing. Also the body language of the band at 1:52 also shows the mood of the song as they are seen as jumping, head banging and swinging their instruments around themselves. At 2:12 the shot of the drummer gives of the feeling of anger and pain, as he is hitting the drums quite hard and his facial expression has a sad and angry look. Also in this music video it shows what sort of band they are and what music genre they focus around as when it comes to on of the band members 1:04 the drummer exaggerates his body language quite a bit and looks like he is feeling the music that he is playing and also this sort of body movement would be associated with the rock genre as in other parts of the video there is head banging 1:22. The band members are singing about violence in a relationship and I think they portray it quite well as in the video at 1:35 the visuals show plates smashing and their truly showing what its like to be in a relationship like that by destroying the settings in a very powerful way making visuals of the music video be more in the audience faces, so that they can decide for themselves if its a right or wrong thing to have. Also while the destruction is happening in the video we see a woman in the centre of it all 2:43 and from the camera language it connotes that all the destruction of her home as already happened but,when ever she goes into a room the past events that took place in that room are still there and are haunting her. The band creates a very exaggerated music video, but I think this is a good thing as it makes the music video more memorable and also it sticks in the audiences mind more as it comes across as being in your face a lot.

Contradicting
Contradicting music videos go against the song which is when the video visuals have no relationship towards the lyrics.

This example here is a very good example of a contradicting music video as the visuals show a baby being tortured by demons having a miserable and upsetting tone to it,while the music is quite up beat and jolly. Without the audience such as at 1:23 not watching the video and just listening to it they would expect the video to show more happy visuals instead of a baby being tortured by demons. Also at 2:00 the lyrics say " crawling on your knees" and the visuals show a women carrying the baby, this connotes that this is a contradicting music video and can slightly confuse to the audience if they dont watch the song and the visuals. The video itself makes the audience begin to feel upset and sympathy towards the baby ignoring the actual beat to the song and paying more attention to the visuals as when the baby starts to be tortured in its crib 1:22. Another part of the video that contradicts would be at 2:17 where the lyrics say " we like to watch you laughing" and the visuals shows the baby distressed and crying. Also right at the beginning at 0:00-1:00 in the  music video it misleads the audience into thinking its going to be about space as there is an astronaut voice-over, and then visuals of a child like show appears 1:05 and then finally leads into the child being terrorised by demons. All of these elements contradict one another and also the lyrics to the actual song. The costumes in the video also contradict the lyrics and you would imagine in the video that their are kids playing in the street or so as the title of the song is "kids", but instead you get people dressed up in demonic costumes 2:35 this can either make the audience feel uncomfortable or bring them more in to the video and make them ask questions which I think this video has done.

Iconography
Iconography  is when specific image or visuals are associated with a certain matter, such as elements relating to  a certain genre of music or he artist has some sort of clothing which the audience can recognise them by.

This here is an example of iconography as the artist Kanye west has a specific type of clothing which can make his audience recognise him and also can begin to set a trend. At 0:37 we is the first time we see  him wearing shutter shades and through out the rest of the video he wears them. Also this music video doesn't really show the typical RnB music video elements. In this video the only elements that relate to any typical RnB music video would be the clothing at 2:32 where we see him wearing a hoodie and that is usually associated with Rnb/Rap, also the women at 4:03 and the lyrics. At 0:26 we see futuristic machinery which is something you dont really expect when watching a RnB music video as its usually focused around cars,women and money, so this video here shows the RnB genre in a different way which towards the audience could be considered a good thing or a bad thing. Good thing being that artists are looking at different ways to create music videos, bad thing that it might take away what actually makes an RnB music video.

Close-ups
Close ups are usually done of the main artist/band and are demanded by the record labels so that the audience can feel closer to the artist.

In this music video here it shows many different close ups of Gaga wearing different outfits, which the effect being that the audience can be close to her in any way. An example of this would be at 0:21 where we see her wearing futuristic clothing and looking straight at the camera, making the audience feel that she is looking directly at them. Also this close-up at 1:40 shows Gaga facial expression to be in some sort of pain and agony , which then makes her audience feel what she is feeling/ going through. lady Gagas record company probably makes her use a lot of close-ups in her videos as she is a mainstream artist and that she has many different personality's to show, such as  at 4:15 this close up has quite a scary tone to it, showing that to her audience she that she does have a serious side, while at 3:29 it shows her more creative side as she is wearing some strange head dress. The camera language shows many different sides to her such as 6:28 we have a birds eye angle shot, which is something you dont really see in music videos, when focusing on close ups of the artist, but it could connote a few things one of them being how society looks down on her. also the editing to the video such as during the time 3:38-3:50 is quite fast paced, but at the same is still getting shots of her,which connotes that her record company specifically wants it to focus on her, so that she is able to get more publicity.

Voyeurism
Voyeurism is when a female and rarely males are exposed in music videos to help attract more attention and viewers. The video doesn't need to come across sexual but it does need to contain a certain mood to keep the audience watching.

This is a very good example of voyeurism as from the beginning to end it shows women wearing  a small amount of clothing.  At 0:25 we are straight away introduced to women walking around in there underwear which can grab the audiences attention (males) right at that moment so that they continue watching. Also at 1:01 we see a women lying on a bed with a screen behind her making the audience gain extra pleasure from watching it as they are able to watch two things at the same time. Another example of voyeurism would be at 1:24 as the angle of the camera from the artists point of view makes the audience look where the artist is looking creating more enjoyment for the audience as it makes them feel like there in the video. At 1:40 we see a group of females performing in little and tight clothing which is exposing for women and plus it makes them be seen as a sexual object to men. At 1:46 we see the artist looking down on them presenting females as only objects of sexual pleasure and can also make the audience feel like there looking down on them as well also, it can also show how society sees women as in in the video the man is looking down on women which could connote that this is how women are portrayed in society and only seen as an attractive object to look at. At 2:34 both male and female are shown with little clothing for both female and male viewers attention, but still mainly males as through out the whole video it has been women on display and not men. Nearer to the end of the video we are introduced to a male on a couch with three women in their underwear 3:32 this connotes that artist is putting across that men only use women for the sexual gain, as in this shot the three women are laying on top of the man.

Intertexuality

Intertexuality is when one media text refers to another, this can be done though Music videos, TV films.

In this music video here the artist Robbie Williams refers to the film Alice in Wonderland in a present day version. He does this in a variety of ways such as at 0:33 we see the mirror turning black and him heading towards it, just like in the film where she finds a hole and begins to crawl inside it. Through out the whole video Williams is dressed up as the white rabbit from the film, which brings the reference to that film across even more. At 3:40 we see him standing on a table, that in the film is the mad tea party scene. This film reference helps the audience enjoy the music video more as its quite a popular film and seeing it referenced makes audience more engaged towards the music video. Also as this song was released late 2009 this helps the audience to be prepared for the 2010 version of Alice in Wonderland. Also at 4:21 the music video references the film company Metro-Goldwyn-Mayer replacing the lion head with the rabbits head. At 3:20 we see the artist in the middle of women who are dressed up as bunny rabbits, this could connote that the artist also wanted to get the attention of a male audience rather and female and younger audience as the references to Alice in Wonderland is a child s film. Linking the music video with a very popular film helps the audience become more interested and keen to watch it as, they would like to see if the music video contains certain parts of the film or so. Plus, it also helps promote the artists style of music video and allows them to reference different parts of the film in their own unique way.

0:33 in the music video referencing this
scene from the film

3:40 in the music video compared to
the scene in the film.

99 Dollar Music Videos

99 Dollar Music Videos

what is 99dollarmusicvideos.com?

99dollarmusicvideos.com is a institution that helps upcoming music artists and film-makers create there work under the budget of $99 and allows them to be as creative as they want to be. They also help promote already made videos from the creators so that they can gain more publicity. Unfortunately there official site has been taking off and all that is left is the YouTube channel. Also on there channel they include the making of the video where the audience can see how it is done and also the final outcome of the music video. On the YouTube channel their is a video about what 99dollarmusicvideos is all about and one of the main aspects to their channel is that the filming has to be done in 24 hours and the editing of the video has to be done in 24hours as well. This helps the up coming artist become familiar with the time consuming tasks and also it shows what other skills the artist/film maker might hold as in how good they are at cutting to the beat etc. Also with the artist collaborating with a film maker it can also provide them with other facilities and equipment to make their music video even better.

The band talking about the creating of the
video

The official video from the band.

what is their ethos?

99dollarmusicvideos ethos are:
.For the artist to be able to make a $99 music video in 24 hours. and also edit it in 24 hours
.Another one would be allowing the artist to show there creativity through out there video.
. Also one other ethos of theirs would be bringing together a film producer and a artist to create a really good music video.

what types,labels and genres of music appear on their website?

The type of genres that appear on there channel seems to be a variety of genres but the channel mainly consists of rock,Soul,Indie and soft punk/rock. All of these artist are independent and are using this website to help promote themselves. Also the channel allows unknown artists across the world be able to produce music videos and make them more well known and can also introduce a new genre of music, or a genre that is rarely heard. Being independent artists help them in a positive way though as they are allowed to put as much creativity into their videos without being told what to do.

How does 99dollarmusicvideos.com encourage audience participation?

99dollarmusicvideos.com encourages the audience by showing them that you dont need a lot of money to create a good music video and that all you really need is a camera and creativity. Also on their YouTube channel they have quite a lot of different music videos and this can inspire an up coming artist or film maker to make a music video themselves by using their own creativity.

Is it possible to make a professional quality music video for $99?
It is possible to make a professional quality music video as long as you have the equipment and a good idea.

This here is an example of a professional looking music video done with the budget of $99. In the video there is a wide range of camera movement around the band and also contain special effects that have a old school style to it. This video for example  shows the channels audience that all you need is a camera and an idea. The video itself doesn't really make that much sense but it eye catching as they include stop motion in there video e.g at 0:58 and that is something that some people expect that can only be produced if you have money. From looking at this video here I like the way this video uses stop-motion and also how simple and effective it is even though there just in a forest playing with instruments and this is something I might take into consideration when it comes to the music video production stage.

Style and conventions of music videos

Genre
In the music industry there are many different types of music genres such as hip-hop, RnB, rock, dance country etc. Each genre has its own feature that conveys to the audience what type of genre the music video is.


This video here is a good example of the RnB genre. In this music video it shows many typical aspects that you would expect from the RnB genre such as references to women and money and also the way that the men are dressed in the video. At 1:36 you can see that they are wearing baggy clothing bandanna s and gold chains and this is something you would expect in an RnB music video. Also in the video the artist does hand actions when he says "Hey must be the money" saying that money has done a great deal for his life, and this is another thing that RnB videos show which is that  the artist usually raps about their life and what they have done to get where they are today and showing that in their videos. Another element that RnB videos have is women dancing around with a small amount of clothing on which, as a male artist could bring in a bigger male audience creating more money for the artist and their record label. The impact on the audience that this video could have is that it starts to create a trend of clothing. The institution uses these conventions in a RnB video as the lyrics usually talk about women and money so the institution wants to make sure that these elements are shown in there music videos instead of something unrelated  such as walking through a meadow and rapping about cars.


Performance
Performance music videos are when the artist is doing a live performance in the video or they have got clips from there previous concerts and made a music video out of it with some extra clips as well.

In this music video you can clearly see the band playing and the audience that they are playing for. The camera language for this video has quite a big impact on the audience as when they watch the video it makes them feel like they are in the crowd and joining in with the crowds movement, which also creates the effect of them wanting to go to the artists actual concerts 1:10. The institution uses this style of music video so that they can show what the artists performances would be like which, then creates them wanting to go to one, which then benefits the artist and their record label for money income and they become known for creating energetic concerts also the vintage effect on in the music video could also have been used to create the effect that its quite a chilled, different environment.

Narrative
Narrative music videos usually have storyline told through the lyrics of the song and it can create the audience to start thinking about what the lyrics and video can actually mean coming up with quite a range of different concepts. It also keeps the audience watching the video as they want to know whats going to happen next.


This music video here  is a very good example of a narrative as it holds three key storeys and they all relate to the lyrics of the song and the point its trying to put across. Each verse of the song has a different story for example the first verse is about a girl who lives with a drug mother and get sexual abused by men. Through this we see what the girls life is like and at the end of each verse it ends with the same three sentences "Forced to think that hell is a place called home, nothing else to do but get some clothes at pack, she says she's 'bout to run away and never come back."  The impact that this has on the audience is that it sticks in their heads and makes them think about how some children have to deal with abuse etc and at 1:14 the artist is shown as a citizen and it shows that  how nobody ever really knows what is happening in a child s life and how they just walk past thinking that everything is fine. The institution uses this style of music videos to try and put a message across to the audience and the video, lyrics and the tempo all match very well making it a very heart-warming and meaningful music video. It can also make the audience respond to the music video by taking action on these sort of things such as raising awareness or campaigns. narrative music videos can also make the artist themselves be seen in a different light as at 4:06 it shows that Mary in the middle represents society and how they ignore whats happening to children and how that nobody listens to them when they are in pain. The video itself is raising awareness of run away children as at 1:31 we see a cut away of some missing posters which help promote the cause through he music video.

Interpretative
An interpretative music video is when the lyrics match with the visuals in the music video, this can be shown through animation, narrative or special effects.


In this music video you can see that the visuals shown in the video match the lyrics exactly. An example of this would be when the lyrics say "Im on till Im on a island" we see the graphics pop up on the screen and him standing on an island. This style of music videos seems to be very plain and simple and can make the audience loose interest quite quickly as in a way its just repeating the same thing twice but in different ways such as lyrics and visuals. The institution may use this style of music videos as a sort of experiment as they see what works with and artist and what doesn't. E.g. Eminem s music videos usually holds a stronger narrative while with this one its more plain and simple, which shows that the artists record label likes to try out different styles of music videos to see which style works better.


Surrealism/Abstract
A surreal/abstract music video always includes an element of surprise and also holds strange things happening in it. The visuals and the lyrics are unlikely to match which could create the video to not make sense which then results in the viewer to start asking questions and coming up with solutions of what the video might be interpreting.


This here is a good example of a surreal style music video as the visuals and the lyrics dont match at all and comes out a very strange video. The video starts with a man dressed in all white sitting in a chair which shows that he has some sort of power and disability as he is missing an eye, then the next shot is children digging and then suddenly men appear with guns appear which could connote child labour. Nearer to the end of the video the men evaporate and then the guy in the white chair seems to be transported to the real world and ends with a half naked man going into a pool of milk which the children made. Overall this video is very very strange and raises a lot of confusion and questions as the video could represent a whole lot of different meanings to each individual. In the lyrics of the song its repetitive e.g "There's madness in us all" x4  which could be saying that each human being has a sort of mental side to them that they dont show at all and has it repeats four times it could also be a sort of message that the artist wants to stick in the audience head.
Surreal/Abstract videos raise a lot more awareness and attention as it beats a normal music video by far because it keeps the audience glued to the screen more and comes across to them as a sort of mind puzzle. Also producing music videos that hold the surreal/abstract style to it will make your audience talk about you more and you would get more recognition. The institution would use a surreal/abstract style for a music video because they want to make there artist stand out and be different from the rest and also they want to make there audience use there brains more by working out what there trying to show in the artist music video.

Animation
Animation music videos either come across as a stop motion or digitally made. Animation is a style that comes across as unique and different as there can also be different types of animation artwork/style which can also show what the song is about. E.g a comic book animation could connote that its telling a story.



In this music video the animation comes across as an anime animation with a sort of comic book illustrations to it. The video it self was animated by Kazuto Nakazawa who done a segment in kill bill vol.1 . The video begins with cogs and these cogs are shown in the majority of the settings throughout the video which could show that the video is about changing the future past or present. Also the song is quite slow but the pace of the video is fast and both become the same when it comes to the chorus of the song. Also the video has a narrative as at 1:49 we realise that the video begins to rewind itself. The impact that this has on the audience is that compared to other animation videos this one comes across more dark and brain teasing and also the animation is done to the same standard as anime, which could create a bigger audience across the world. The institution would use this style of music video as it makes it more engaging and eye-catching to the audience instead of it just being acted out, and also it might not cost that much of money for the artist record label as now you are able to animate using software from your computer.


Intertexuality
Intertexuality is when one media text makes a reference to another media. An example of this would be The Simpsons as they usually refer to famous scenes in movies but in a more comical way

Another example of Intertexuality is that in this music video the artist makes a reference to the well known dolls "Barbie and Ken". The video is imitating exactly what it is done to a Barbie doll e.g at 0:39 "you can brush my hair, undress me everywhere". Also in the music video the settings are made to look like what accessories you can by with the doll. The reason why the artist record label decided to use this style might be because they wanted to take the mickey out of the dolls themselves and show how ridiculous they actually are by making a music video about it plus, at the same time it is giving the industry Mattel inc. even more recognition now that there is a song pretty much about there main product. The impact that Intertexuality has on the audience is that it adds humour to the other media texts making them seem less serious and so that the audience can actually begin to like the other text.

Here is an example from the music video, of the actress coming out
of a very bright and pink house, showing what it is 

This image here shows what the music video
is interpreting. 

Parody

A parody music video is usually when a infamous artist takes an actual artist music video and adds humour and new lyrics to the song, but it is still easily reconsigned of what song there doing a parody of. Parody s are very popular on YouTube as have you have different users interpreting the song in different comical ways.


This example here is a parody of the song "Tik-Tok" by Kesha done by the midnight beast who have recently become more popular due to there YouTube channel and even had there own TV series due to that. The lyrics to the song have massively changed from "Cuz when I leave for the night I aint comin back" to  " Sometimes I eat my dessert before my dinner". As you can see parody s put a whole different light on to the original song, sometimes making it better than the original or not. Instead of a women look a like of Kesha its three men in an apartment dancing and singing and also with parody s they are usually made with just a hand held camera while the original has all the high tech equipment, showing that just less famous artists can make a good parody. Parody s are usually posted on YouTube to create humour and just so that anyone can enjoy them. and if the parody s are good enough it can open doors for the creators and also maybe get feedback from the artist who they did a parody of.

Impressionist
This style of music videos creates imagery that do not match the lyrics or mood of the song. The lyrics and video dont need to go exactly together but the tempo and mood does need to. This style can be done by animation or abstract.
 

At the start of the video its just shots of the band playing but at 1:00 a thunderstorm happens and a  ghost appears which changes the mood greatly and also shows the audience that something unexpected is about to happen. At 1:48 the artist is singing about sunshine and the animation shows graveyards popping up in the background, this here can cause confusion for the audience making them wonder why the artist has decided to use this effect. If you watched the video without sound you would expect the lyrics to be talking about death and ghosts, but when you watch it with the sound its you get a different expectation of what the song means. The video continues to be strange at 2:39-2:44 there are dead gorillas that are reborn and are shown chasing one of the band members and then they all suddenly break out into a dance. The impact that this has on the audience is that its a music video that is meant for just confusing the audience and that has one surprise after the next which keeps them engaged. The videos visuals create the mood of the supernatural theme with the dark atmosphere and scenery, which then make the audience think that the lyrics will  be a bit more in depth and spooky but, instead it has a relaxed beat to it talking about sunshine, which can make the audience enjoy it more but less at the same time as they might try and figure out what the band is actually trying to say. This style of music videos is created by the artists record label because they want to make it an memorable video that causes a lot of confusion towards the audience and also make it unexpected that causes the audience to talk about it more giving more publicity to the band.

Referring-

referring is when a music video gets combined with  movies  This usually happens because artist makes a soundtrack for the movies. During the music video shots of the film are included in it.


The song lose yourself is featured as the first single from the soundtrack from the film 8 mile, the song was written and produced my Enimen and he got a nomination for the academy award for best original song. The song starts with piano instrumental featuring settings from the film and then goes straight into rapping which starts of quite slow but them moment the beat picks up Enimen starts to rap faster. Also the lyrics crosses over whats happening in the film which keeps the audience more engaged and on track of what is happening and also helps them keep to the mood that both the lyrics and film are saying/showing. The music industry uses these style of music videos to help promote there artist and also the film, giving them both more popularity. As Enimen wrote this song and featured in the film as a main role he will get more recognition from other media industry s, which could lead into new opportunities for him. Also through out the video it doesn't loose the theme of the film either, which keeps the audience watching till the very end as also allows them to get a glimpse of what the film is about.

Homage 
Homage is when one media text has the same features to another media text and can also be a copy of an original. Homage can be done in music videos when one artist is showing clips of old artists in their videos but also homage is more rarely done when it comes to film mainly in the horror genre. An example of this would be the 1984 version of The nightmare on elm street to the more up to date version of it which was released in 2010. Both films still hold the same concept but the reason why this was done was to bring back an old classic horror film which would get a lot of people excited about it as the original was very successful. The industry thought that the re-make would be even more successful as technology has changed from the 80s and more graphics and special effects would be included in it. As you can see from the advertisement for both films, the 2010 has more of gory and graphical theme to it and is more darker than the 1984 poster.

Good & Bad Music Video techniques

Good & Bad Music Video techniques



Cutting to the Beat good

The music video Earthquake by labyrinth is a good example of a music video that cuts to the beat.In earthquake it cuts to the beat well as it  matches the pace of the song and is sharp. A good example of cutting to the beat in the video would be 0:56 and 1:09 as when the word earthquake is said the floor shakes and rises which makes it a more engaging song and video, and  the effect of this would be to make the audience feel like there in an earthquake. Labrinth also uses quite a lot of special effects which makes the video look futuristic and can draw in a bigger audience as its something you would see in movies not music videos. This music video represents Labrinth as a creative artist who likes to get his audience mentally involved with his videos. Another example for cutting to the beat in the video would be right at the start between the times 0:03-0:06 which is when every time the beat changes their are different shots on labrinth which creates the video to look more professional and shows that the visuals are linking to the beat of the song. The technique to this video is done well as even though it doesn't cut every time its supposed to when it does it gives the video more effect and helps the audience become more engaged with it such as at 1:12.
Cutting to beat bad

 This here is a bad example of cutting to the beat. while in Jessie J video it rarely cuts to the beat, this might be because it is a slow song, but it can make the audience become bored of the video as nothing interesting is happening in it. In Jessie J video when the pace starts to pick up slightly, which is when the beat should match the cuts more such as at 0:43 but it just continues her sitting down in front of the camera moving her arms about, which makes the video seem pointless as the lyrics to the song seem to have a meaningful tone to it but the video is just her sitting in her room alone. The cut should take place when the clap happens on beats two and four such as at the time of 1:37 etc. In this video the cuts could of came in a lot better as instead of her just sitting their could of been an narrative with it, which allows their to be more camera movement,cutting to the beat and also makes the video more interesting as well.

Green Screen Good

The music video "Valentino" is one of the most enjoyable, entertaining green screen videos I have seen as it is engage able and has a hint of comedy to it. In the music video Valentino it gives of a energetic bubbly effect which engages the audience and the green screen in the video is very good and it goes well with the beat of the music.Also the technique of having a green screen makes the video have a comedy theme to it e.g at 0:40 where there is a sort of carnival theme to it which shows that the artist wants to make her audience be able to enjoy her video and make them laugh.Valentino was a one take shot and it had to be shot 62 times which is why it is good because it shows how much dedication the artist put into it and as an end result it came out as a creative and unique video, and it also shows that you can do quite a lot of things when it comes to green screen allowing artists to become as creative as they want with it.The impact the Birch has on her audience is that it encourages them to watch more of her videos as her Valentino is such a good video it makes the audience want to watch and listen to her more and see what her other videos are like. The music video represents Birch as a bubbly character and a young girl as at 0:45 we see her chucking flowers, which shows her audience that she likes to be intact with her childish side,which could increase the age range of her audience. This is a good use of the technique as it shows that you can come up with a lot of creative ideas and is able to make them very eye-catching.

Green screen bad

 An example of a bad use of green screen would be "Blaze Um" as it is poorly done.In the video Blaze um the effect that the green screen gives of is very bad as at 0:32 he is as tall as the ceiling and it makes the video look unrealistic and rushed. The technique has been used quite badly in "Blaze um" as the backgrounds that he had decided to use have no relation to what he is saying and just seems like that he just put random backgrounds in his video such as at 1:00 to try and make it interesting but, in reality it makes it look scruffy and not thought out. This video can make the audience loose interest quickly as its just a guy singing with moving backgrounds that isn't engaging or eye-catching. The music video "Blaze um" represents Fabius as a sort of joke as the use of green was done quite badly and makes him look like he is not taking it seriously. The genre of his music is portrayed well through the video as the clothes he is wearing at 1:30 are baggy and he is wearing a snap back which connotes the rap/RnB genre. Another reason why the technique here has been used quite badly, is that through out the whole video, the green screen looks all jagged and scruffy, which can make the audience be put of watching any more of the artists video, but this could change as if he used a bit more creativity his videos wouldn't look that bad.

special effects good
This video here is a good example of specials effects. In Coldplays music video at 1:40 it gives of the effect of being unique and brilliant at the same time as it keeps the audience glued to the screen as  the man gets eaten by a catfish, which then leads into a sort of comedy sketch feeling. Also throughout the video a story is being told as at 3:10 we see the man rescue the damsel. Coldplay introduces a new way to approach the whole superhero saves girl concept by using their creativity to put a stop motion together which includes some strange creatures along the way such as at 2:39 we see skulls on legs. The video itself was well executed and was nominated for best animation at MTV music awards in 2009. Coldplays video has been more successful because from the video you can tell a lot of time and effort had gone into it.  In Coldplays video the special effect that it has on the audience is that they become engaged straight away as it has narrative to it and its done in a way that you rarely see, plus at 0:26 we see that the video holds a superhero theme to it which the majority of people enjoy. Through Strawberry swings it presents Coldplay as a creative band and that they can create many memorable music videos. This video can also increase Coldplays audience as if they keep using special effects like this they would get more publicity.

Special effects bad

This video here is a bad example of special effects. In this video all that  Jay-Z  used computerised effects such as at 0:51 where we see him standing in the centre with blue flashing lights, which just makes the video come across as not that entertaining to watch . Also in the video at 1:04 Jay-z video comes across as to in your face and he uses the special effects to much in his video which makes the audience become bored of seeing the same flashing blue lights over and over. Through the video Jay-Z is mainly just standing with  random effects in the background and sometimes over lapin him and also the video doesn't make sense as at 1:33 he is in a hall way and at 2:10 he is in a forest, which gives the effect of it being just a random video that doesn't have much creativity put into it and this is where we see the technique being used poorly. The effect that Jay-z video has on the audience is that it starts of with some cool effects which grabs there attention and keeps them watching. But, after a while that's all your really getting out of it and its something that you see on a plenty of other videos so you quickly become bored of it. Using this technique badly can create the audience in becoming bored of seeing the same special effect over and over, so when it comes to special effects you have to have a variety of them to keep the audience watching.

Number of cuts good
This here is a good example of a music video with a good number of cuts. Coldplays video it is very fast paced, as well as the cuts and is also energetic such as at 1:28 the cut to the song and the visuals all match each other at the right pace, which creates the audience to feel that they are apart of the video.The effect of the fast paced cuts,tempo and the flashing lights in Coldplays video makes it  more enjoyable to watch and gives the impression off that its good to stay young while you can as in the video its mainly young people we see e.g at 2:38. Also at 0:16 video we are introduced to a young woman and we see her through out the rest of the video showing the audience that there is also a narrative. I think this makes the video more interesting as if it was just shots of the band throughout the video you might become bored quicker but with a good amount of cuts and a storyline it makes you ask questions and grabs the audiences attention more. The cuts between the band and the couple match well together as you see a equal number of shots of them both and it doesn't come across as just having the extra shots for no reason.

Number of cuts bad
This video here is a bad example of a number of cuts.In Madonna s music video there are no cuts included at all, which makes the video boring to watch and can make the audience loose interest in her very quickly as its just her sitting down singing. Unless you are a dedicated fan to Madonna you wouldn't really watch her for a period of time just sitting and singing. The camera language for this video is very slow paced through out the whole video such as at 0:20 it makes the audience wanting the video to pick up the pace and tempo more. From 3:20-3:58 is when the camera actually starts to move closer to her, but by then its likely for the audience to have become bored of the video and maybe of stopped watching it. Also this video can create sort of tension and suspicion as the camera language is moving very slowly which can also make the audience think that something big is going to happen, so when it actually reaches her at 3:08 the audience becomes anticipated and begin to wait for something to happen.

camera language good-
 
Lady Gagas bad romance is a good example of camera language. In Bad romance there is a variety of camera movement for example at 03:17 the movement of the camera is circling her with people around her which presents her as a pretty object to look at .The effect of camera movement in Lady Gagas video tells a story and has the same shot for a few seconds so that the audience is able to understand the concept of the video and also has a lot of different use of camera language e.g at 1:30 its a long shot of them dancing and at 1:47 its a close up of her. Plus at 4:26 I think it was shot at that angle to give of the effect of her dominance and power.The audience are able to enjoy Lady Gagas video as its considered as a short film and also includes energetic atmosphere and her as an artist increases her popularity as her videos are something to talk about.

camera language bad-
 
This here is a bad example of camera language. In Rick Astleys video the camera seems to be all over the place and just filming different parts of him.In Rick Astleys video he seems to include irrelevant shots such as the bartender at 0:52 and the random cut a ways at 1:56-2:00 the camera language just makes the audience ask questions of why those parts were included and that if they had any importance to the video itself. Also in his video the camera movement doesn't really give of any sort of effect as its just man dancing/swaying  while singing  which becomes boring after about 30 seconds or so and also, the only reason why its quite memorable is because of the song not the video. The beat itself isn't bad at all, its just the video doesn't seem to be able to grab its audiences attention.

lip sync good-


In Beyonces video her lip syncing is done very well as at the same time she is lip syncing the song she is also dancing, which shows that she is very dedicated to her music career and capable of multi-tasking. In  Beyonces video she is being more energetic and a lot of movement going on such as at 2:52 which shows that .But, as beyonces has been around for a number of years she has gotten to grips with being able to look like she is actually singing compared to other artists which shows the more experience you have the better you become at it.

lip sync bad
 In the music video Dave days the lip syncing is done poorly as his mouth movement is out of time with the music which makes him look like he is not taking it seriously. In "summertime" video there is rarely any movement going on which should make it easier to lip sing to the song but it has the opposite effect. Plus in the summertime video the guy should of had the song playing while he was recording because there would of been a chance that it comes good and looks like he is actually singing and would have made his video slightly better. At 0:35 you can clearly see his lips move out of time with song and also by watching this video it seems like he is repeating the same shots over and over, which creates the video to become boring and unprofessional.

Music Video Case Study

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