Andrew Goodwin - dancing in the distraction factory

In this theory there are three types of music video, these are:

• Illustration
• Amplification
• Disjuncture

Illustration always cuts on the beat.The images are used to illustrate the literal meaning or feeling of the lyrics, often just with the band singing and dancing, often shown as being quite unimaginative.
An example of an illustration is Flobots - Handlebars as they match the words with the on screen content.

This is an example of matching the lyrics with what we see on the screen, the video also cuts to the beat and displays a literal meaning to the video.


this is another example of showing a literal meaning as well as cutting on the beat of the music.

Amplification is where the film cuts on the beat but also off the beat to emphasize features. The images amplify the lyrics, a specific narrative may be used that would not necessarily be reading the lyrics alone. The band take on fictional roles in the narrative (amplifying the meaning in an abstract way).



This is showing the band as accountants (a fictional role) within the narrative of the video.


The band staging a bank robber in their fictional roles.

The last type of music video is disjuncture. the film cuts off the beat, sometimes (but not always). The sign of a badly made music video having images which do not relate to the lyrics that are used, sometimes used by bands who are already very well established who can afford to take the risk. The band take on the image that is nothing like or the complete opposite of their expected image, e.g. lead singer of Texas dresses up as Elvis or Marilyn Manson putting on a suite that makes him look female.

Within Daft Punks Da funk the video is not cut to the beat, there is dialogue in the video, there are no shots of the artist or any lip sync.

Conventions of a music video

Conventions

1. Artist appears in the video and will perform, lip sync and will perform in a studio and will occasionally appear in made up roles within the video. 
2. Throughout the whole video the song will be the sound track
3. the video will usually have different locations and with each location change there will normally be a change in costume which fits in with the concept of the video
4. the video will have a narrative throughout
5. the video will contain a range of dynamic camera movements which will add an energetic feel to the video as well as different angles to get across either a powerful or sexy vibe.. But for the lip sync there will mostly be close ups of the artist.
6. the editing will cut to the beat and will occasionally use slow motion

Analysis of low budget videos/ low budget ideas

Abstract low budget (A ha! Imogen Heap:

i like this due to the fact that it is creative and abstract. The video itself is quite abstract with two shots overlayed onto each other which helps to compliment each section. Also the way that they have created an effect that shows the slowed movement which creates a ghostly affect which makes it more unique. Also the cinematography was well framed which gave it more of an aesthetic feel, so for low budget its probably more appropriate to use a tight frame rather than a loose frame.

The Editing was very good due to the fact that it gave the video a high paced, energetic feel which was well complimented by the rhythm of the music. The shots were quite simplistic but due to the editing of the video it has given it a very artistic, and aesthetic feel.

The high key lighting was really affective in bringing out the detail of the violin (with its enhanced red colour), the detail of the 'artist' and also it was well used in creating a silhouetted figure at the beginning which captivates the audience into wondering what is going to happen.

From this the ideas gained are
tight framing
fast editing
high key lighting
colour distortion

conventional low budget (The fix - just got paid):

This video is more conventional due to the costume change at each location which gives an idea of the passing of time or showing that it is separate from the other shots/locations.

the shots are loosely framed which downs the aesthetic quality (in my own opinion) but the choreographing of the dance routine is an interesting feature which the abstract one seemed to be missing.

High key lighting seems to be the main feature of both videos as it gives more detail to the artist and gives the video more of a professional feel. This is more shown in  the close ups as you can see all their face in detail

Also use of location in their video is important because since the location looks quite upper class it suggests that the amount of money they have got is quite a large amount.

things learnt from this video:
high key lighting
location
close ups

analysis of rock video - 30 seconds to mars - up in the air (explicit) directors commentary

Transcript:

Here is Thirty second to mars' video up in the air which has an experimental film feel towards it as it is a random series of shots which seem to have no connection to each other such as the mid wide shot of the artist lip syncing next to two girls with half of their face painted as if they were going to celebrate the Spanish festival of the dead and the next is a close up of a blond woman lip syncing as well as the artist, We also see a wide bird's eye view of a woman spinning around on a bull machine. Next we have a lion in a long shot walking towards the camera and a midshot of a zebra herd running in a warehouse. The only real sense of a connection between shots is where we are shown performance shots of a gymnast who is performing a routine and the audience gets the feeling that she is training for an Olympic event and the music is so intense at that point in time that we want her to succeed. Another part of the video that shows any sign of connection is some of the sexual parts such as the blonde woman licking an ice cream seductively and the woman on the bull slowly stripping. Overall the video shows that being unique is about figuring out who you are (as they go through a lot of shots at the beginning and then they slowly focus more on certain aspects) and then training to be the best version of that that you can be, even if it is weird it's you so it doesn't really matter because its what you want to do. The video shows indie music videos as being about quirky things and being experimental with what is done especially since the lip sync was mixed between multiple people and some of the shots were of motorcycles whereas others were of fire.

Brief

A promotion package for the release of an album, need to include a music promo video, together with the following;

1. A cover for its release as part of digipak\(cardboard CD cover)
2. A magazine advertisement for digipak

My group for the project is Demi Proud, Hannah Leighton and Toni Francis.

Music albums (animated):

Music Advertisements:

Album Covers (mass):

analysis of rock video (hot water music - drag my body)

I couldn't edit the prezi so here is the additional part:
I like this music video because of the storyline behind it and you don't know that there is a connection between the person behind the bar and the homeless guy. When it shows the connection at the end it is a surprise to the viewer. I also like how the lyrics themselves talk about regret especially in the first line where the artist goes 'Well I got my heart up in a beautiful mess' because he has realised his mistakes and got over his gambling problem.The band could of decided on this scheme as it shows that family has a great impact upon who they are and that even they would stay and keep an eye on their children if anything happened.

analysing a pop music video (maroon 5 - payphone /explicit/)

The above video is about a man who has broken up with a woman as he talks about the 'plans we made for two'. This is conventional LYRICS for a pop song as they deal with things such as relationships and money, this is to gain a foothold with the current generation. The music video itself promotes the negative aspects of a relationship and how it can affect both parties.
The music video itself does contain references to a time before which can be shown by the payphone as it is a very outdated concept and the music gives an impression that it was a long relationship as they have an old concept (payphone) as the driving force.

The video itself fits the pop convention as it deals with relationships but also has fast / high priced cars within it which shows that it has a high production budget so that it can be more related to their target audience of teenagers. The video itself also has a section where there is rap involved which is common in pop songs as they are targeted at a specific audience and keeps in time with the modern aspects of the video.

The music video also deals with quite common aspects within America such as crime which in this specific video is both a bank robbery and a car chase.
The video is also situated to the pop genre as most musicians within the pop genre are Caucasian and for a slight moment we are shown an African-American which is less common within this genre.