TASK 1: HISTORY:
Research the history of music videos for your chosen genre. Look at at least five trailers from 10 years ago to the present and comment on how the videos (and product) have developed.
T.A.T.U- All the things she said- 2002
Usher- Pop Ya Collar- 2006
Rhianna- Disturbia- 2007
Chris Brown- Forever- 2008
Rhianna- You Da One- 2011
Over time the quality of cameras have improved therefore the shots are much clearer and defined. The fashion has also changed over time, from school uniform, seen to be sexy then, to now with very tight skimpy clothes. Good looking girls are seen in all the videos but over time the women wear more gothic and edgy clothes. Art now influences music videos a lot more, to the actual music being played with lyrics to the fashion and attitude of the music artist.
TASK 2: AWARD-WINNERS:
Research two or three award-winning music videos for your chosen genre. How do they use verse and chorus? how do they use the beat and rhythm? how do they showcase the star? How much do the visuals relate to the lyrics? what's the concept?
I looked at Check On It by Beyonce ft. Slim Thug, which was awarded MTV Best R&B Music Video 2006 and Crazy In Love by Beyonce ft. Jay-Z which was also awarded MTV Best R&B Music Video in 2003.
'Check On It' music video had a main theme of men 'checking out' women's figures, this is showed by having the women shaking their bottoms to the beat of the music. The music video featured a background of flowing material which supported the background sound which was slower though out the video. The beats of the song which were more bouncy, were enhanced by the jumpy dancing of the women. Having the chorus as repeated words makes it very catchy and easy to enjoy. The main singer/artist is clear to see, as Beyonce features in most shots, including close ups of her face and eye contact with the camera, she also appears as the main dancer amongst the other women.
'Crazy In Love' music video had the suspected theme of happiness due to the word 'love' in the title. This meant that the music was going to be excitable and bouncy, to give the audience a good feeling. The dancing was able to support this theme, as it was very energetic and expressive. The word 'crazy' in the song title made the audience expect to see or hear something dare-devilish and exciting. The shot of the car on fire with Beyonce in, was able to show her 'crazy' love for the man, and the fire showed connotations of passion and lust. The chorus is easy to tell, as the music becomes louder with more beats and repetitive lyrics. We can see Beyonce is the artist because she features in almost all the shots, there are close ups and singular shots of her. Beyonce is also seen to be the main artist as she looks into the camera, as well as featuring as the main dancer.
TASK 3: CONVENTIONS: Research the key conventions of music videos
In R&B Hip/Hop Music Videos, the key conventions are;
Dancers- To entertain the audience
Lip Syncing- Often in music videos, to enable better quality of sound and easy ways of editing.
Random Shots- The filming can be very unconventional, where the pop videos use interesting random choice of shots where as a ballad would consist of a very mellow video of someone walking or sitting down.
Unusual Fashion- To attract the audience, skimpy clothes on good looking people or crazy costumes which interest people are often included in music videos.
Design- In music videos, you can be creative as you want to be, and to suit each individual artist. The aim of a music video is to sell the music, so the use of images that the audience can connect with, is useful- such as the skimpy clothing. The artist wants to be remembered, so the more edginess they can provide the more they will stand out.
Targeted audience- All music videos have a targeted audience so that they can have the most successful outcome as possible. Using designs, story lines, settings and fashion to focus at a particular audience for them to enjoy.
Performance- Music videos will show a band or an artist playing the song throughout the video.
Narrative- In Music videos the words and meaning of the song are acted out in some way.
Animation- Some music videos have a mix of shots and edited in animation, to create creativity to the video and entertainment.
TASK 5: NINE FRAME ANALYSIS: Produce a detailed analysis of the first nine frames of two music videos for your chosen product. This task can be written up as a blog post or in a word document and attached to your blog.
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TASK 6: AUDIENCE EXPECTATIONS: Interview at least five members of your 'target audience' about what they expect or would like to have included in your music video.
Interview- Audience Expectations of a Hip/Hop R&B music video
Shereen (woman 18 yr old)
Attitude, colourful colours, catchy, good beat.
Tom (boy 15yr old)
Fun, hot girls, Fashion, wool.
Lizzie (woman 25 year old)
Swag, colour, beated movements.
Helen (woman 35 years old)
Band, singer in it. Entertaining and see a sort of story line. People conventionally good looking. Lively, quick shots done on the beat.
TASK 7: TYPICAL SYNOPSIS: Take four different music videos of your chosen genre and write a paragraph summarising each.
TASK 9: LIP-SYNCING
Contact Number(s) and Emergency Contact Numbers are listed on the hard copy of the Risk Assessment.
The Black and White image of a woman in cultural and interesting clothes makes this CD cover very striking. The choice of uneven writing flows in a certain way like music does. Its a bumpy and fun CD cover and having the random pictures and writing makes this very unique
Half the writing (which is larger) is behind the woman and the other writing is in front, this makes us focus on each section of the CD cover. By not having a digital image and only drawn art gives the impression of the artist being 'home grown' and individual. The layout is basic but having the choice of colours manages to make the CD cover stand out.
This CD cover is for Rihanna. Even though the CD cover does not say her name, because of her fame nearly everyone will know who she is. Having the main colour of red in her hair and lips as well as the shade of pink in her skin tone, have the connotations of lust. The tattoo on her neck tells us she is more of an adventourous and care free person and therefore we expect her music to be like this too. Her eyes are closed which could be seen as a sexual and/or emotional image. The simple letterings of 'LOUD' is very catchy and engages an audince who would be interested in loud and expressive music such as R&B music. The only added piece of information to this is an extra song included and a 'new release' sticker which would stand out more than other CD covers.
This is a CD cover for Beyonce. Here again it is very striking because of the black and white image and the fact it looks as though she is naked. It is sophistcated, sexy and almost 50's looking. Even though the writing is in the same shade of colours as the picture of beyonce they subtly stand out to inform listeners of the album details. The layout is a main focus on Beyonce this could be because she is so famous, people expect to hear some good music. The way Beyonce is standing suggests she is hidding something more than just her body. It also looks as though she is emotional in some way and we should expect her music to be emotional.
TASK 9: LIP-SYNCING
TASK 10: RISK ASSESSM
ENT: Just as for AS, you need to do a risk assessment for your filming work.
Contact Number(s) and Emergency Contact Numbers are listed on the hard copy of the Risk Assessment.
