Unit 1 Assignment 1

Music videos have been around in entertainment/the media since the early 1920s and throughout the small story being told in the duration of the video, or even a combination of all three.

There are a range of different music video purposes in modern day media. Each purpose usually has a different method of expressing their method of promotion. This can usually be mad clear by how the artist names their music video song, uses visuals to  These purposes consist of:
1. Promotion of a particular song
2. Promotion of the artists album
3. Promotion of a particular artist
4. Promotion of and synergy with another media product
5. Increase income for the record company
6. Increasing the range of media an artist is active in.


Promotion of a particular song


When it comes to promoting a particular song, a music video may use different techniques in order to do so compared to the other methods of promotion.  The purpose of this form of promotion is to make a particular message popular within the music video possibly, but in order to do so, the song itself needs to become well known, in  which case the song will be broadcasted as much as possible, to ensure maximum views.

https://www.youtube.com/watch?v=8UVNT4wvIGY

The Music video "Gotye - Somebody that I used to know (feat. kimbra)" is a good example of promotion of a particular song. Within the music video, both artists are telling a story through animated body paint covering their skin and the wall in the background.

This use of unique body paint which goes in line with the lyrics of the song, is enough to be arguably adequate in promoting the song itself due to both lyrics and the video telling their personal story on the theme of love/ trust, and their own personal problems being which had occurred within a love relationship.



Promotion of an artists Album


An artists album can be promoted through the use of a music video, which is done by the singer often shouting out the name of their album on sale, or mixing it in with the lyrics of the song, and often putting an image of it before or after the music video starts/finishes.

At the beginning of the music video "Chip - Power Up," the album cover is shown right before the actual video starts playing and also after. On top of this, there is a brief moment of dialect right before the song actually starts where the artist himself, chip, is talking about his album and encouraging viewers to buy it. This all falls part into "promotion of an artists album" due to the constant referral of the album at the beginning as an intro, and also at the end.


https://www.youtube.com/watch?v=SehhEMyNk3E

The name of the song itself is named after the album also, which reinforces the idea that this music video is linked with "promotion of an artists Album." The singer also seems to constantly show images of flyers of his own album on the streets where he is walking, which makes the viewers remember the cover of the album which is being released.



Promotion of a particular artist.


Promotion of a particular artist can be portrayed when an artist shows off their raw talent and uniqueness in their music videos. Reasons why this sort of promotion is used is because an artist may be trying to get their name up within the music industry, and are attempting to perhaps get recognised by well known record labels or music companies which could elevate them to a higher performing level.

https://www.youtube.com/watch?v=WoImizvsj5w

The music video "Dappy - No Regrets" is a clear example of how an artist uses his music video, lyrics and title to promote himself. Throughout the Music video, the artist is singing about past mistakes he had made but does not regret his decisions. The video takes place on a top of a building which falls in line with some of the lyrics he is saying about how far he has come. This music video is clearly made to promote the unique story the artist Dappy has to share with his fans and works in his favour due to him allowing the public to see a more compassionate side of him which they may of not noticed beforehand, which would only make his name more popular.


Promotion of synergy with another media product

This form of promotion is used in music videos to promote a product or merchandise for sale to the public, and would therefore usually be placed in well known artists music videos to raise more attention towards the product and potentially increase the number of sales.

https://www.youtube.com/watch?v=TlXbqKvtTSs

In Fat Trel's Music video "Keep Doin That," there is a constant theme of merchandise being shown within the video. Throughout you will see the advertisement of "Belaire rose" being used and drunk at a pool party. The people using the product is having a good time and enjoying their selves, which is  a form of free advertisement for the company due to the sub-message being broadcasted through their actions which is "In order to enjoy yourself properly, buy our Rose." Bottles of the drink are also seen in enticing angles through the use of camera shots, which make the product more attractive, and more tempting to buy.


Increase income for the record company

Increase income for the record company occurs when a record company uses a music video an artist is signed under to promote and raise awareness of their name. The more people to listen to their records means that income would not only increase, but gives a chance to other artists who may be signed under the specific record label to show their talent to a much bigger audience compared to if there were to go solo.

https://www.youtube.com/watch?v=yDHXvyk4yK0

In Chipmunks music video "pepper riddim," the record company is constantly being shown. At the very beginning of the music video, the official logo appears before anything else. This is to show the audience who the artist works under and what the company has to offer. Throughout the video you can see people including the artist, wearing merchandise such as jackets with the official record label logo on them. This sort of promotion makes the record company more memorable to the audience, which may convince them to check out other videos/songs produced by them, and as a result, increases their official income.

Increasing the range of media the artist is in

Increasing the range of media the artists in is when a music artist shows off their talent within their music video other than just vocal talent. As a result of attempting to do so, increases the chance of them picking up other professions in the performing industry such as acting or dancing.

https://www.youtube.com/watch?v=p9rcAzic4zE

In Krept and Konans music video "my story," it shows the two artists rapping and singing in the background, however the music video consists of the two rappers reenacting a scenario which had happened to them in real life. The use of telling a story line in their music video, shows to the audience, that not only do they have a talent in music, but a talent in acting as well, which if seen by the right people, could open up new doors for them in the industry other than just music such as drama.

Music Video analysis

Drake - Hotline Bling

https://www.youtube.com/watch?v=uxpDa-c-4Mc

The music video that i have chosen is drakes "hotline Bling" song which has over 900 million views. The artist uses a variety of techniques in his music video as well as his lyrics to make this hit memorable, hence the number of views.

The purpose of the music video would most likely fall under 'promotion of a particular song' and also 'promotion of a particular artist.'  The music video contains Drake as the main focus throughout the majority of the tune, with only the silhouettes of females in the background and the odd camera shot of their faces for a few seconds. This reinforces the idea that Drake is trying to make himself the main centre of view, falling in line with one of the purposes of the video is promotion of a particular artist. Also in the music video, the artist has a unique dance which he continuously repeats throughout. This technique is most likely used to make the song and the music video memorable, due to a new original dance being shown throughout. The lighting effects also helps the music video be memorable due to the vibrant and bright colours being flashed at a constant rate.

Music videos through the ages.

1920s
Long camera angle continuous throughout 
No camera movement
wide camera angle

1930s
wider shots
camera moved across the room
focus onto the main singer

1950s
Medium shots 
Frequent movement
Camera follows singer as they move from place to place
More dancing 
More heavily decorated set

1960s
realistic background
deep focus shot
Locked down shot

Filming is in colour
more video effects
higher video quality

1970s
higher standard of editing
designer costumes
practical effects

surreal content
conversation at the beginning before song

1980s
high editing budget
Surreal theme
colour contrast
use of green screen and effects
experimenting with bizarre effects

1990s
high equality video
much more dancing
animation
lighting techniques

2000s
vibrant
parodic humour
colour mixed with black and white
large spending budget

2010s
HD quality
variety of camera angles 
lighting effects
modern editing skills

Music video (week 1 camera angles)

Select a music video of your choice.  On your homework page LIST the camera shots/angles that are used and WHAT they show.

In the Music video "sucker for pain" by "Lil Wayne, Wiz Khalifa & Imagine Dragons w/ Logic & Ty Dolla $ign ft X Ambassadors" Camera shots are used to demonstrate different aspects of the videos setting, characters and themes. As a result, camera shots are very important in shaping meaning within the music video. 

Sucker for pain uses a variety of different camera shots such as:

Deep focus shots

close up shots

medium shots

arc shots

Low angle shots
High angle shots.

Some of these camera angles are used more more frequent than others, nonetheless, all of them play an important part in creating a realistic theme and emphasis on the emotions being portrayed by the artists singing in the song.

Deep focus shots:

In sucker for pain, deep focus shots are used to show both the artists, the background, the foreground and the middle ground all in a single shot. This allows the audience to witness the sinister atmosphere the singers are currently in; a hostile and unsafe environment in which they are stuck in. This camera angle matches the words in which the artists are singing/rapping about and links in with the whole "pain" theme which is trying to be portrayed.

Close up shots:
This shot is used more often than most during the music video, Particularly to make the viewers focus on the expressions and facial emotions being made by the singers in detail. The viewer is drawn into the subject's personal space and shares their feelings. It also helps them to focus on the story being told out of their mouths without any distractions being made present.

Medium shots:
A medium camera angle is generally an all-purpose shot, however in the music video "sucker for pain" it is often used to show and highlight the artists movements within the song. This is most likely done in order to show how the singers uncomfortable and unpredictable body language they are emitting due to their "pain" and lack of freedom they have since a majority of the people in the music video are caged,chained or in bondage's.

Arc shots:
An arc shot is a movement of the camera that covers a semi-circle or full circle around a subject. This camera angle was done only a couple of times during the video but still held the same weight in meaning compared to other shots. It allowed viewers to see a 360 degree angle of an artists world and environment they are currently inhabiting. This angle was done at a crucial moment in the video when the singer " Ty Dolla $ign" was rapping his verse. It allowed us to see that he was completely caged behind iron bars with no means of escape. This reinforces the idea and theme of the music video which is the suffering each individual was going through hence the name of the song. The arc shot allowed the viewer to metaphorically see the state of mind some of the singers were in while in this music video.

Low angle shots:
A low angle shot is usually used in filming to make a character appear dominant and somewhat in charge. In "sucker for pain," low angle shots are filmed on artists while they are singing, giving off the feel that they're in charge; only for all hopes of dominance and freedom to be crushed by the Iron bars and prison ceiling being shown over their head in the exact same shot. This effect gives off the message to the audience that there is no hope for an end to their subjection, oppression and pain.

High angle shots:
High angle shots in the music video allowed for us the viewers to witness the isolation of an artist in their cage or prison and is done on multiple occasion. This allows the audience to see first hand from a birds eye view the extent of their bondage, and hostile state they are living in. It also adds in a dramatic feeling as to the camera slowly zooms out further and further away from the singer on the ground, perhaps to make the audience feel to some extent empathetic towards them, due to them being caged up and completely alone.