Practice Task- Sunny Afternoon

Music Video Evaluations

We researched existing music videos that were uploaded onto youtube to gain an understanding of what was expected. We understood from the videos that were uploaded for the A2 practical coursework that variety of shot was vital and a key aspect towards a successful music video. Researching existing music videos helped us out considerably as we viewed successful productions and unsuccessful productions, from this experience, we knew the level expected and required to gain a high grade within this coursework. We took on good aspects from the videos in order to incorporate within our own music video.  

We viewed a DVD supplied by the examining board with a range of examples from previous years. This was helpful as it was realistic for us, as viewing the productions you could gain the understanding of how certain effects were completed compared to an actual music video where effects could simply not be completed due to the technology and settings available. We went through several videos giving it a mark and explaining our reasons for the mark given.

We viewed an A level group that chose to create a music video for the soundtrack ‘You can’t Hurry Love’ by Dianna Ross. This was a very poor example as the production only incorporated 5 different shots. This was clearly not enough to portray any sort of excitement or progression. As a group we gave this a miserable level 1 as there was clearly lack of organisation and effort. The main problem within the production was the lip synching, it was off from the very start of the video. The character within the production did not know all of the words to the song, so once again this showed the lack of organisation. The background setting and costumes were poor. The production was not believable and I feel that is an important factor to any production, you must sell your video to the audience and make it believable. The music video was unsuccessful and unprofessional.

  

We also viewed an A level group that chose the song ‘Streets On fire’ by Lupe Fiasco. This was a major improvement compared to the previous video. We gave it a level 4 as it contained everything in order to fulfil high grades. It used a variety of shot and had large amounts of footage which helped the production considerably. The editing also played an important role as the clips were cut to the beats of the song. This helped the video to progress. The setting was well thought out and was suitable and appropriate for the image being portrayed. There were several effects incorporated within the video. Footage found from the internet and so on which added to the success of the video. It was a shutter of clips of historical events. This made the video look very professional and real. Establishing shots of London were also used adding to realism and clearly related to the lyrics. The performance of the characters within the video always played an important role. The characters costumes were appropriate and looked the part. It was believable in several different ways because of the dress and the lip synching was on point everything flowed well together. This music video was a clear success and you could see the effort put into the production by the final outcome.

Production Tips

We watched previous year’s videos; we conversed in our group and with the class and took notes about the use of conventions by the groups, and assessed the groups from level 1-4. For a group to score the highest mark and level they must have used a number of different conventions commonly used by the music industry:

Multiple angle shots

The groups that scored the highest marks used a range of different shots in their production, unlike the ones that used as few as 5 and scored the lowest mark.

The use of location

The use of location and setting is crucial, as this reinforces the genre, artist/band and the image which is trying to be conveyed whether it is the video being politically incorrect or unique.

Costume              

The use of costume is extremely influential in the connection between the audience to the artist to the band as the appeal is likely to be greater if the band/artist is wearing clothing in line with the genre or of the genre’s origins, an example of this is Lady Gaga who uses looks from previous successors such as Elton John and Madonna as guidelines to what she wears.

Use of editing

The use of editing is a vital aspect to the success of a music video as it leads the way in influencing the quality of a music video; there are many techniques which are the central to this possible success.

Performance

Every performance is unique to the artist/band in reinforcing the image which is trying to be conveyed, many artists/bands use previous star’s features in performances to enhance their own for example Ne Yo in 2009 did a Michael Jackson tribute mimicking and using all his choreography and stage set ups to his display his own talent.

Music Video Conventions

Music video conventions takes into consideration every minor and major aspect which would be expected to be featured in a music video and in the process they can used to both reinforce the image being presented by the band/artist and can also support the genre of music.

The performance in the music video of the artist or band tends to include such things:   

·         Lip syncing - This is a crucial aspect of the performance as it conveys what seems the artist or band to be singing. If this is not done correctly then this can lower the quality of performance.

·         Narrative- By a music video having a narrative this enables the artist/band to connect and engage with the audience; also this makes the music video more rememberable and opens up the video to movie conventions, lastly this can both reinforce the genre of music and reinforce the image presented by the band/artist.

·         Setting- The setting which is featured in a music video tends to be reminiscent of the genre for example Heavy Metal is always set in a dark place or room. The setting can also share a relationship with the artist/band for example, in a house or on a boat owned by the artist/band.

·         Music videos generally always tend to feature the artist or band, it is common and expected to see an appearance of the artist/band in their own video and this is a way of promoting the song and themselves. Music videos tend to feature other artists who are at the same record label, this enables the artist/band to be supported either in a way of image or social recognition.

·         Music videos question and unsettle the sexual conventions within society. Certain genres are likely to make extreme subversions of these conventions for example Crazy Love where Beyonce presents herself in many clips of sexual dancing for example she bursts a fire hydrant and lets the water run down her body. 

·         Music videos are likely to use certain features to enhance the image or reputation of the artist/band for example Hip Hop's videos are known to feature the exploitation of women, which contributes to the reputation of artist or band being womanisers for example 50 cent uses naked women in his videos to insinuate that he is a loved by all women, in effect making him desirable to both men and women.

The History of Music Videos

Music videos are a vital part of the music industry. The video can determine the artist’s success as it is not always about the vocals, it’s also about how the artist presents themselves to the media.

MTV changed the revolution of music as it was the first program to broadcast music videos. In 1981 in the USA, a new era of music videos started, soon to take over the music industry. The first ever video played on MTV was 'Video Killed the Radio Star'.

Once music videos were introduced many artists realized the importance of the production within the careers. MTV enabled artists to become more established, introduced in Britain in 1984 the first video 'Money for Nothing' by Piano Straights. Arguably the music video is as important as the song itself; to an extent it determines the success of the song.

Bohemian Rhapsody revolutionized music videos and founded the conventions for music videos in the 1930's. In the 1940's television was made common in most clubs and households. The music industry was on a decline, they countered by making a soundie (made to show artists lip synching).

In the 1960's films were made with featuring artists, beaming the earliest form of music videos. In the 1960's the growth of rock n pop was present. The target market were teenage girls. Teenagers were shown as rebellious and as ungrateful for the older generation. The Rolling Stones released a movie called 'Stones in the Park' in the 1970's where fans can watch them perform on video.

An 'American Werewolf in London' was directed by John Landis, he took this onto Michael Jacksons Thriller, the ideas within the film influenced the music idea. The music video of 'Thriller' by Michael Jackson subverted the conventions of a typical music video. The video lasted for fourteen minutes and portrayed a horror theme. It was like a short movie, instead of the vocals being the main focus of the artist; Michael Jackson's performance dominated the production. The 'Thriller' music video was introduced in 1983; the whole concept was way ahead of its time and that why it proved to be such a success. Many artists then realized how important the video was as well as the song. 

'Smack my Bitch Up' was an x rated song and music video produced by the Prodigy. It was never released due to the explicit lyrics and performance within the video. it was politically incorrect and objectified women. It promoted the life of sex and drugs.