Genre Research 3

The conventions of a typical R&B/Hip-Hop genre based music video normally include a lot of use of money, whether that be in assets or physical cash, and women, normally in very little clothing being very provokative towards the males within the video. These two go hand-in-hand in the world of the artist, hence the phrase, "Money Over Bitches". There are normally lots of close ups and establishing shots, to make full exageration of what the artist has to show off within the video. This is used to create a envious feeling within the target audience.

Low Budget Ideas

Videos Analysed:

1. Hifana - Bangzaï Cookin'
2. Cibelle Feat. Devandra Banhart - London, London

Genre/Sound:

• Quirky Video which represents the genre completely. Sharp editing also mirrors the 'Breakbeat' genre of which breaking the normal is normal.

Cinematography:

• Close up shots are only used to put importance on specific things, such as the demonstration of the cooking itself. The camera also seems to capture the boss's facewhich ironically shows off its low budget techniques of cosume.

Mise-en-Scene:

• Boss Dressed in black, chefs dressed in white, whcih is done to distinguish the difference in power between the two.

Editing:

• Very snappy editing, accompanied by cartoon edits to show emotion. Blade movements emphasised to show off the impressive editing techniques. Knife chopping on beat to connect the music video to the song. Microwave used as a reload of the beat to add interest.

Genre/Sound

• Old market and costume of artists portray the vintage sound.

Cinematography:

• Lots of establishing shots to let the audience understand where we are within the video. Lots of interested shots of London locations to keep the theme of the song going throughout.

Mise-en-Scene:

• Cibelle and Devandra dressed in old fashioned clothes to go against the new settting which they are in. Cibelle in white, Devandra in black so that they repel in colour but attract in the physical video.

Editing:

• Very slow continuous editing to compliment the ambient tone of the song.

Analysis of Rock Videos 1

Video Analysed: 30 Seconds to Mars - Kings and Queens

Location: The video is set in and around New York.

Clothes: No real stand out features, the cast of the video are dressed in naturalistic clothing to make the strong use of editing stand out.

Props: The use of the bicycles through the streets is a unique spectacle.

Camera Angles: Lots of establishing and master shots of the backgrounds of the frames are used to make the cast look better.

Narrative/Abstract: It is an abstract piece, but its naturalistic approach gives it a more narrative look.

Effects: There is a lot of film influenced effects within the video. The start of the video begins like a film, with the top and bottom cropped off with the titles to give it a professional look. Montages of pictures, combined with lots of sharpening and light on dark techniques are used to make objects stand out.

Continuity/Montage: This video contains various bits of continuous pieces, and of montage pieces, but its the parallel editing of locations and storylines help the two to work in-sync.

Analysis of Pop Videos 3

Video Analysed: Jamiroquai - Virtual Insanity

Locations: There is only 1 location and that is inside a high-ceilinged and wide-walled room.

Clothes: The artist is dressed in quite a peculiar outfit, which has probably been designed to fit the quirky video which has been created.

Props: The 3 sofas within the room generate a wierd atmosphere.

Camera Angles: A lot of spatial editing is used here, as Jamiroquai is focused on a lot, and is always tried to be placed within the centre of the frame.

Narrative/Abstract: The video is very much an abstract piece, to represent a 'virtual insanity', in which the room has played the major part in.

Effects: The gliding of the sofas and the artist create a real feeling of a moving room, as the edited Jamiroquai looks as if he is gliding like the sofas.

Continuity/Montage: The continuous flow of this video is hlped by the constant moving of Jamiroquai.

Genre Research 1

The artists in the R&B genre like to portray themselves in a 'gangster' like persona. They like to be represented as cool and as a role models for their fans. The artists that I have chose here, (Nicki Minaj, Taio Cruz, Drake Chris Brown and Lil Wayne) all have very unique styles and images that they show to the public.

Audience Research 2

Audience Research 1

1. Age?
2. Male or Female?
3. Ethnicity?
4. What would you expect to see on a music album from a new artist?
5. Would a creative album cover encourage you to purchase it more?
   
6. What would you expect to see on a magazine advertisement for a new artist?
7. Would a creative magazine advertisement encourage you to purchase it more?
8. Would you like to see as much of a new artist as possible to get to know their image?
9. How would you a video and a song to be connected?
10. Does image matter to you in a recording artist?
11. Would you rather see.. (An artist to conform to/break typical media views of an artist from that genre?
    

Theories 3

Carol Vernallis' Theory; The Kindest Cut: Functions and Meanings of a Music Video

• Classic Continuity
  

• Montage
  

This will be interesting for me and my group because I might have to choose between using the Classic Continuity or Montage use of editing in my music video. Typical R&B/Hip-Hop music videos follow the 'Classic Continuity' route, but my route have decided that they would like to break the boundaries, so it will interesting to see if we could attempt to create the 'Ultimate Goal' of Montage in The Kindest Cut.

Advertisement Research

This magazine advert connotes a very vintage feel. With the coffee-like stained paper all cringled, the type of font, and the single cover itself being of the same mould. It explains the main information in its simpliest form, bold lettering to tell the audience's when this single would be released.

This is a very eye catching advertisement, which is very similar in the ways of the cinematography of the poster of a scary movie advert. The three men, all affected by the different forces (wind, fire and water) are sat in the chairs, which captures the whole photo, so it is the whole of the advertisement which is under focus. The bold font of the band also helps their fans to understand a their personality or see them development a new one through this advertisement.

The very dark Mise-en-Scene of this advertisement adds a lot of mystery to the poster, but its professional looks also adds to the bands solid and already established image. The font of the advertisement works really well with the dark background, and it helps pull attention to the piece, as its easy-on-the-eye and very persuasive.

Genre Research 2

There is a lot of technological editing used in this video, with the artists and other people being manipulated into different objects in a quick fashion to match the editing style of this video. One of the conventions of this genre's music video construction is that a lot of the video include the use of assets that cost a lot of money. There is no difference here, as expensive cars are used to show off the artists. The video is on a complete white background and the figures in the video are of all bright colours to make them stand out, the men are nearly all in black, and the women in colours like red and orange.



This video is very different to your average R&b/Hip-Hop music video as Lil Wayne tries to break any stereotype that he can. He tries to present himself in a rock-star persona, which matches the song, with the first 20 seconds really showing this. The rest of the video follows a parallel edit between the storyline of the song, in which Lil Wayne himself acts out, and the journey of him. Their are many close up- low angle shots of Lil Wayne's face, this is to give him full attention and show him a powerful rock star light.



Taio Cruz's video follows the genre's stereotypes to a tee, with the video matching the lyrics spoken, following the journey all about a man and his girlfriend. Their are many close up and long shots to show the intimacy of their relationship, which also follows the stereotype that many people of that genre following find girls as a possession.



This video also is made on a blank canvas, where the artist and backing dancers are allowed the freedom to present the video. A lot of the focus is on them, the distinguishing white suit that the artist is wearing sets him apart from anyone else in the video. The song and video do not really match, but the focus on the singing and dancing compliments the song. Usher is always found in the centre of the frame, surrounded by his backing group, this is to keep promoting his look.



This video also follows the genre's trait of a male talking about the females of the world. B.o.B uses cartoon like cut out's to represent his feelings on it, which is a unique use of Mise-en-Scene. The video follows a mid-shot fashion, with many shots of B.o.B walking down the street.

Analysis of Rock Videos 3

Bullet For My Valentine - The Last Fight

This video follows some of the traits of Andrew Goodwin's theory. The parallel editing between the band singing the song, and the boxers is used as a connection between the two. The lyrics match the emotions, feelings and thoughts of these boxers as they enact a fight, but the lyrics also have a much deeper meaning, on life. The video itself is very dark, with spotlights in specific places to create attention, but otherwise the lighting is very low key.

Analysis of Rock Videos 2

System Of A Down - Chop Suey!

The video starts and ends with a camera tracking to and from the reveal and hide the audience, with their participation within the video. The band is also introduced in this sequence. The editing picks up in pace as the slow acoustic like guitar start turns into a fast tempo where the editing fastens. The band's movement around their open stage and around the video in general in very quirky and unusual, and the camera seems to track these movements a lot to emphasise this. The lead singer is dressed in a bright yellow t-shirt, while his other 2 band members are wearing no top, so this distinguishes them all apart from eachother. They all seem to have long pointy beards, and this apart of there band image.

Theories 2

Andrew Goodwin's Theory of Music Video Construction

The theory is identifed into 3 different approaches to the structure of a music video, according to the relationship between the sound and the image.

I could use Goodwin's theory in my music video to either follow my genre's way or break the chain and use a different approach to my videos. R&B/Hip-Hop videos generally use Illustration for Music and Lyrics, but normally Amplification for Band Image. I could look to change this, but as my band is a new one, I cannot afford to take the risk and use Disconjucture for Lyrics as my target audience wouldn't understand me.

Record Label Research

Def Jam Recordings is an American Hip-Hop record label. It was founded by Rick Rubin and Russell Simmons back in 1984. It is owned by one of the 'big 5' Universal Music Group, and is located in New York City, New York (United States).



It is currently creating a game to promote their name as a record label, the game is called Def Jam Rapstar and it features artists from their label.

In the UK, the label takes on the name Def Jam UK and is operated through Mercury Music Group, while in Japan, it is Def Jam Japan operating through Universal Sigma Music.

Current Artists:

• Fabolous
• Ghostface Killah
• Jennifer Lopez
• Jeremih
• Juelz Santana
• Kanye West
• Lady Sovereign
• LL Cool J
• Ludacris
• Method Man
• Ne-Yo
• Nas
• Redman
• Rihanna
• Rick Ross
• The Dream
• Young Jeezy

Roc-A-Fella Records is an urban record label. It was founded by Shawn Carter (Jay Z), Damon Dash (Dame) and Kareem Burke (Biggs) back in 1996. It is also owned by the Universal Music Group, and is also located in New York City, New York (United States).



It also has its own clothing brand, Rocawear, which is used to promote and compliment the record label. That was also created in 1996 by one of the founders, Damon Dash.

it operates as a subsidiary of Universal Music Group and is distributed by The Island Def Jam Music Group.

Current Artists:

• Jay Z
• Juelz Santana
• Jim Jones
• Kanye West
• Teairra Mari
• Uncle Murda

CD Cover Search

Taio Cruz - Rokstarr
His latest album released, which pictures Taio Cruz himself in the centre of the cover, in a close up shot of his face, to help establish exactly who the artists is. The cover is very dark, only placing some high-key lighting upon his face, of which again is covered up by black sunglasses and black jacket that he is wearing. This is to emphasis that all attention is on the artist. The film-like approach to the titling is solid, combined with the block capitals in the font of the title grab attention, but in a professional manner.

Jay Sean - All or Nothing
His latest release, the album All or Nothing shows Jay Sean off as the cute young rising star of the R'n'B scene. The all white background, combined with his pose on the cover, and the light reddish colour font chosen for the titling compliments the image of which the album cover is heading for. The fact that he is also dressed in white is to make his face and facial expression stand out from the cover and attract his target audience.

Usher - Versus

His latest release also, but this time an EP. The cover has been split in half, with the bright on dark colour scheme going on. The titling of the album is very eye catching, bolded in thick letters. The visual image of him is coloured with the colour scheme, and looks very appealing alongside the black background of the titles. His face is obscured, but the sunglasses show off his cool exterior.

Theories 1

There are 3 different types of editing theories.

One of those includes Bordwell and Thompsons theories of editing which was made in 2001.

It is split into 4 sections; Graphic, Rhythmic, Spatial and Temporal.

Graphic Editing focuses on the 'pictorial qualities' within the elements of the Mise-en-Scene and Cinematography. Examples of these include:

Patterns of light & dark, fine & shape, volume & depth, movement & statis. Considers colour similarities & differences. Can be used to create smooth continuity or abrupt contrast.

There are 3 sub sections to Graphic Editing, which include;

Graphic Match: Linkage of shots by graphic similarities.

Graphic Continuity: Centre of interest constant throughout cuts, maintaining lighting level , avoiding strong colour clashes.

Graphic Discontinuity: Plays with juxtaposition of placement of focus figures, constrasts with colour and footage types (e.g. Super 8 Vs DV), movement & stillness.

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Rhythmic Editing considers duration of shots - the length of each in relation and its pattern involving accent, beat and tempo. Specific emphasis on particular shots giving different effects.

E.G.

• All shots the same approx length = Steady metrical beat.
  
• Steadily lengthening shots = Gradually slowing tempo (leads to resolution or can build tension)
  
• Successively shorter shots = Accelerating tempo (builds excitement)
  
• Longer shots = Greater time for audience reflection.
  
• Rapid series of shots = Little time for thought.

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Spatial Editing concerns film space (setting, location) & relation and manipulation of different points through similarity, difference & development.

• Continuity editing produces analytical space via an establishing shot, whether that be a extreme or long shot, followed by smaller range mid-shots.
• The 'Kuleshov effect' (no establishing shot) leads to the inference of a single locale, a spatial whole based on seeing only portions of the space. Audiences will infer a 'connective relationship' between shots or spatial coexistence.
• Crosscutting (parallel editing) can emphasis action taking place in seperate places.
  

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Temporal Editing concerns time of action & contributes to the plots' manipulation of story time - order, duration & frequency. The order of presentation of events can be manioulated equalling changes in the stories plot relations which interrupt the temporal order.

E.G.

Flashbacks to past events to increase story knowledge. Flashforwards to future events to create enigma.

Duration of story events within the plot can be altered via the use of ellipsis which presents actions in less screeen time than within the story.

Ellipsis:

• Punctuation shot chance; dissolve, wipe & fade signals omission of time.
• Empty frames; figure of interest seen moving out of a frame, cuts to empty frame where figure moves into it.
• Cutaway; a shot of another event elsewhere that does not last as long as the ommited action.

The frequency of events in continuity editing tend to be shown only once. Repetition can provide a powerful tool for building tension & expectation often to show explosive action.

I could include Bordwell and Thompsons theory of editing in my music video in where my figures of interest are within the frame. I will generally look to place them in the middle of the screen and have them the centre of attention.

Conventions of a music video

Convention: the way things are done within the video, this also describes the genre of the music video.

The conventions of a music video vary depending on the genre of the music.

However, some general conventions are:

• The artist is shown performing; this is used to promote the artists face, in order to help them connect them with the song in the video, and the artist with the audience as a whole package.

• The lyrics of the song influence what is shown in the video; sometimes the artists will make videos that compliment and connect to the song, but they will sometimes do the opposite and do a completely different type of video, to fit to another recurring theme within perhaps an album, or the band itself.

• The pace of the editing fits the pace of the music; this is used to either help or disorientate the audience. In genres of music in which the customers want to be fed the music with no complications, and the editing and pace are in sync, but in other genres, the customers are more thought worthy and expect more of a music video.

• The codes of fress reflect the mood of the song; they are used to help portay the style and theme of the band or artist in the video, and certain costumes and traits within a genre will be used again and again to keep those trends going.
  

Analysis of Pop Videos 2

Video Analysed: Madonna - Frozen

Locations: The video is set on a piece of virtually made land in the outdoors.

Clothes: Madonna is dressed in a black robe, with her hair also died black to complete the look of a dark Madonna.

Props: No props are used alongside Madonna, this is done to mirror the simplistic landscape that she is in.

Camera Angles: Starts with a tracking shot to find Madonna. Then a mid-shot, followed by lots of close ups to her in various different positions.

Narrative/Abstract: The video is very abstract, and of no real storyline to back up the lyrics that she speaks. The only connection is that her loneliness on the video matches her explanation of being lonely through love.

Effects: There is a lot of rhythmic editing here, where there are slow shots until Madonna has been introduced into the frame. Spatial editing is also included, as Madonna is placed in the centre of the screen often.

Continuity/Montage: This is a continuous flowing piece where Madonna moves to create new areas.

Analysis of Pop Videos 1

This close up shot of the mallet emphasises the decision made by the judge. It also brings a connection between the video and the song as the dropping of the mallet coincides with the cut in the beat.

This mid-shot of the couple shows the secrecy of their relationship, which helps the audience to understand more about the video, as it is a very integral part of the song.

The long shot which has captured the jury also is a interesting way of showing the cutting of the beat. The interaction between the song and video in this way gives the audience something to engage with.

Brief

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

• A cover for its release.
• A magazine advertisement.

I will be working in a group of 3, alongside Arun and Vida.