29.2 Styles,conventions and techniques of music videos unit 2

Unit 2A- Defining convention terminology

Lyric interpretation: Is how the lyrics of the song are shown or imaged in the music video through the use of visual effects. This then becomes open to the viewer’s interpretation and it’s up to their own opinion about how much the video and lyrics are in sync with each other and how much of the videos meaning has to do with the lyrics of the song. A music video that uses this is '7 years' by Lukas Graham. This music video echoes what is said in the lyrics very clearly but could be looked into for a deeper meaning. 
Music video: https://www.youtube.com/watch?v=LHCob76kigA  

Extending or consolidating song’s meaning: This is about how the meaning of the music video is detailed further using objects and logos as symbolism to signify and add extra meaning to the music video. A music video that uses this is 'Radioactive' by Imagine Dragons, this music video ends on a dark finish and so could be looked into to have a deeper meaning. 
Music video: https://www.youtube.com/watch?v=ktvTqknDobU   

Focus on performer: This convention is when the music video is about the artist or band. Examples may include family or friends of the artist being featured or a location you may relate to the artist such as the house of the artist. A music video that uses this is 'Tabernacle' by Royce da 5'9" which talks about and shows what the Artists life used to be like. 
https://www.youtube.com/watch?v=4STstdvnMfU

Lighting for mood: This convention is used to show mood by colour and strength or light. The colour and brightness of the lighting is changed to match the mood of the character that is being focused on. For example browns, oranges and reds show that the area on focus is familiar and feels safe such as a home would. Light blues and greys give the feeling that the area is unknown or futuristic. Bright lights show the person or that the people are happy while dark lighting show the opposite. A music video that uses this is 'Sucker for pain' by Lil Wayne and Imagine Dragons. at the beginning while the cast are being shown in a prison the lighting is dark showing their fears but by the end of the music video they have mastered  the fears and that is shown by the warm lighting.
Music video:https://www.youtube.com/watch?v=-59jGD4WrmE   

Allusion: This convention is used to reference subtly other artists, locations and other media works. This is often used to discreetly thank an artist or someone else for an inspiration for a music video idea. This would make the audience excited because it would give them an opportunity to find hidden meanings which reference others. A music video that uses this is Eminem 'We made you' which references the Star Trek franchise. 
Music video: https://www.youtube.com/watch?v=RSdKmX2BH7o    

Unit 2B - Examples of techniques

Chroma key- AC/DC: Play Ball 

https://www.youtube.com/watch?v=TT8e7i0ccLQ

This 2014 music video by the band AC/DC uses the visual effect of chroma key which is also known as the use of green screen. As shown by the screenshot below you can see that the green screen is used to increase and help with the understanding that the video is about 'playing ball' which is represented by the lyrics and the ball games seen in the green screen footage.

Cutting to a beat - The music video 'Snap Out Of It' by the band Artic Monkeys uses this technique at the beginning of the music video, the main reason this technique is used is to gain the audience’s attention and allow them to emotionally connects with the plot of the story. The story-line for this particular music video is about a woman thinking about her previous relationship. The use of this technique is shown by the screen shots below that show the character before and after the song begins.

Music video:https://www.youtube.com/watch?v=H8tLS_NOWLs

 Before

 After

An artist miming and lip-syncing to a playback track - This music video 'Lego house' by Ed Sheeran uses miming or lip-sync to portray the artists voice being sung from the famous actor Rupert Grint. This is done for both a humorous effect and to gain the attention of the audience. The screen shot below shows the actor moving his lips in time with Ed Sheeran's song.

Music video:https://www.youtube.com/watch?v=c4BLVznuWnU

Reference to or includes another artist - The music video 'Starboy' by The Weekend features the artist Daftpunk, who has a big part within the song and shows himself in the music video frequently.

Music video:https://www.youtube.com/watch?v=34Na4j8AVgA

This image shows a clear reference to Daftpunk.

Unit 2C Definition and examples of styles

-Illustrative: This is a music video that shows what the lyrics are saying with a visual representation. The music video 'She said' by Plan B is a illustrative music video because the video mirrors what the lyrics say or mention. An example is when the lyrics say "pleading my course from the witness box" Plan B is standing in the witness box. The screen shot below shows where the artist is when these lyrics are said.

 Music video: https://www.youtube.com/watch?v=rQjh9H-ymK4

-Interpretative: This is a music video where the lyrics and the video are not relatable.  For example the music video 'Shots' by Imagine Dragons does not focus on the lyrics but instead uses the art by Tim Cantor to form the bases of the music video.

Music video:https://www.youtube.com/watch?v=qQrgto184Tk

-Surrealist: This is a music video that is produced in a way to appear to the audience as unexpected and creative, giving the effect that the video is un-realistic whilst still remaining within a realistic form. The music video 'Fluorescent Adolescent' by Arctic Monkeys is surrealist because in a everyday situation you would not expect to see gangsters fighting clowns.

Music video:https://www.youtube.com/watch?v=ma9I9VBKPiw 

-Pastiche /homage: This convention is used in the music video to politely reference another artist or media type that may have inspired the music video. The music video 'Writings on the Wall' by Sam Smith references the movie Spectre which is about the character James Bond. The reference to the movie is that James Bond drives and location the movie is set in.

Music video:https://www.youtube.com/watch?v=8jzDnsjYv9A

-As- live: This is a music video that uses live footage throughout the music video. This convention is used to show what it is like to see the artist or the band live. The music video for the song 'Freaks' by Timmy Trumpet and Savage, uses As-live within their music video.

Music video:https://www.youtube.com/watch?v=fmQxJzhR_48&list=RDfmQxJzhR_48

-Parody: This is a video that references an artists or another form of media in a mocking way. The music video 'Without me' by Eminem uses this style. This video is a parody of and mocks comic books and superheroes. We know this is a parody because he dresses like the traditional Robin superhero but instead calls him self Rap boy. The screen shot below aids to help show the comic book theme the music video is going for, by using the setting boxes to set the scene for the video.

Music video:https://www.youtube.com/watch?v=YVkUvmDQ3HY  

-Animation: This a music video that uses animation as well as or instead of real life people. A reason for this being used would be to gain followers and interest in your music because animation is often unique and cleverly put together. The music video 'Bad' by David Guetta uses animation through the entire music video, this is used because the story for the music video is creative and so may not have been easily been created with real life actors.

Music video:https://www.youtube.com/watch?v=oC-GflRB0y4