Music Video Presentation.pptx

7/29/2019 Music Video Presentation.pptx

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Music VideoA2 MEDIA STUDIES


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Advanced Portfolio in Media

Your coursework task will be to build on your AS research inmusic industry and produce a video, digipak and advert for release

You will have to carry out research on existing products, caraudience research, make detailed plans and then produce y

products. You will then evaluate your work.You will work in groups to produce the products but you musubmit your own portfolio of evidence for the work you hav


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Assessment

Your coursework will form 50% of your overall A2 grade; 25% of the wLevel.

You will be marked out of100

You can get up to 20 marks for research and planning

You can get up to 40 marks for your video production

You can get up to 10 marks for your digipak

You can get up to 10 marks for your advertisement

You can get up to 20 marks for evaluation


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Skills in planning

Research into similar products and a potential target audienOrganisation of actors, locations, costumes or props.

Work on shotlists, layouts, drafting, scripting or storyboardi

Time management.

Care in the presentation of the research and planning.

Skill in the use of digital technology or ICT in the presentatio

Communication skills


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Skills in production

ability to hold a shot steadyframing a shot appropriately

using a variety of shot distances as appropriate

shooting material appropriate to the task set

selecting mise-en-scne

editing so that meaning is apparent to the viewer

using varied shot transitions, captions and other effects selectively anappropriately

using sound with images and editing appropriately


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Skills in evaluation

Understanding of the forms and conventions used in the productionsUnderstanding of the role and use of new media in various stages of tproduction.

Understanding of the combination of main product and ancillary texts

Understanding of the significance of audience feedback.

Skill in choice of form in which to present the evaluation.

Ability to communicate.

Use of digital technology or ICT in the evaluation.


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Music VideosADVANCED PORTFOLIO


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Music Videos are comprised of two typeimage

Performance clipsConceptual clips narrative and artistic

In the majority of videos the two are combined


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Performance Clips

A performance clip is a video that shows thevocalist(s) in one or more settings, such as therecording studio or on-stage at a concert

You can see this in Green Days American Idiot
http://youtu.be/Ee_uujKuJMIhttp://youtu.be/Ee_uujKuJMI


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Performance settings

However, the performance can take place in a differesetting, perhaps with more variety.

The singer could be in their bedroom, singing out ofwindow; they could be walking down the street (comrap music videos).

You see this in Kylie Minogues Cant get you out of mand in Daft Punks Get Lucky
http://youtu.be/c18441Eh_WEhttp://youtu.be/c18441Eh_WEhttp://www.youtube.com/watch?v=FoB9OiTJw40http://www.youtube.com/watch?v=FoB9OiTJw40http://youtu.be/c18441Eh_WEhttp://youtu.be/c18441Eh_WE


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Narrative Clip

A narrative clip contains a visual story that is easy to follow. narrative clip contains no lip-synchronised singing.

The story is an idea, a concept, hence conceptual

The narrative usually relates to the song in someway, albeit times.

You can see this in Elbows Powder Blueor Radioheads KarmPolice.
http://youtu.be/_u15JygmXM8http://youtu.be/IBH97ma9YiIhttp://youtu.be/IBH97ma9YiIhttp://youtu.be/IBH97ma9YiIhttp://youtu.be/IBH97ma9YiIhttp://youtu.be/_u15JygmXM8


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Narrative rooted in lyrics

The Elbow song is about how love can conquer diffictimes. This is reflected in the video, even though thisnt explicitly about this situation.

The Radiohead song is about the notion of karmagoes around comes around. The video reflects the id

someone getting their just desserts.


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Artistic Clip

Music videos use artistic elements to enhance the overall pSome videos are purely artistic since they show sequences wobvious narrative and no singing. They can be described assince they purposefully manipulate images but dont tell anstory. Purely artistic videos are more common in electronicexperimental videos.

Examples include Star Guitar by The Chemical Brothers or OLike This by Elbow.
http://www.youtube.com/watch?v=0S43IwBF0uMhttp://www.youtube.com/watch?v=0NFV8dHrZYMhttp://www.youtube.com/watch?v=0NFV8dHrZYMhttp://www.youtube.com/watch?v=0NFV8dHrZYMhttp://www.youtube.com/watch?v=0NFV8dHrZYMhttp://www.youtube.com/watch?v=0S43IwBF0uM


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Combining three elements

PerformanceNarrative

Artistic


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Artistic Performance Video

A performance video which is heavily artistic.Watch the video: what can you say about how the someaning & lyrics have been explored in the video(predominantly through the editing)?

MolokoThe Time Is Now
http://www.youtube.com/watch?v=kl8mpAvTm_Y&feature=youtu.behttp://www.youtube.com/watch?v=kl8mpAvTm_Y&feature=youtu.be


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Artistic performance video

The song is all about time; Roisin Murphy singsup yourself unto the moment and the ultra-slmotion plays on this concept of time


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Artistic Narrative Video

Performance with a simultaneous narrative and artiselements.

MetronomyShe Wants

The storyline of the narrative unfolds with artistic elin the editing and mis-en-scene

Also ColdplayGod Put A Smile On Your Face
http://www.youtube.com/watch?v=ntVV3dTo-qwhttp://www.youtube.com/watch?v=qhIVgSoJVRchttp://www.youtube.com/watch?v=qhIVgSoJVRchttp://www.youtube.com/watch?v=ntVV3dTo-qw


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Narrative Performance Video

Marina and the Diamonds - ShampainA combination of narrative and performance. Marinsinging about drinking to forget the pain of a failedrelationship champagne to get over the pain whvideo re-enacts a morning-after walk of shame (pl

intertextually on the iconography from Michael Jackfamous Thrillervideo)
http://www.youtube.com/watch?v=-vHi83LTQjUhttp://www.youtube.com/watch?v=-vHi83LTQjU


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Using narrative effectively

A narrative-based video can be more meaningful than aperformance-based video. It can also be easier to film / edi

Why? To make a performance video interesting for 3-5 minneeds to be extremely varied, achieved through carefulchoreography, filming techniques and editing.

The stage environment needs to be well designed, lighting nbe effective it can be hard to achieve.


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The challenge of performance vi

Snow PatrolYoure All I Have (first 90 seconds)First viewing: observe the setting, the position of the band, camera movement (e.g. tracking shots from side to side, forbackward, tilting; panning)

Second viewing: count how many different shots are used a

short they are (some are literally only a second). Consider thof the edits to keep the viewers interest.
http://www.youtube.com/watch?v=C8AQPGKcZOk&feature=relmfuhttp://www.youtube.com/watch?v=C8AQPGKcZOk&feature=relmfu


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Technical requirements forperformanceTracking shots are hard to achieve without a dolly

The singer must be miming in perfect sync with the music

Musicians must be in sync, playing the appropriate instruments in a re(E.g. a drummer must be drumming the beat in time with the music)

You need a large number of shots & edits

Shots need to be varied, constantly moving, with multiple takes

Edits need to follow the tempo (fast-paced songs = quick edits, requirshots)

Slower songs will need careful choreographing in order to make themmeaningful, e.g. close-ups of the singer, facial expressions, etc


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Including narrativeA purely narrative-based video, or one combining narrative with performan

easier to shoot and edit, providing it is carefully thought out

With a video you have all the advantages of a short film (i.e. a good story) wneed for scripting, actors remembering lines, and so on. A narrative film alsneed for very short shots, reducing the filming demands and the need for asound synchronisation

The success will partly depend on the choice of song: find a song with meana song where theres already a hint at a narrative.

The narrative could feature the vocalist as the main character, singing whereappropriate

Look at this video: although it would present challenges in terms of props, tmore straightforward and there is a clear narrative. Zero 7 - Distractions
http://www.youtube.com/watch?v=dQZ7JUhQR-chttp://www.youtube.com/watch?v=dQZ7JUhQR-c


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Where to go from here:You need to think carefully about what kind of video you woto make

DONT simply choose your favourite song or band. Your marfrom technical skill so think of a song which gives you moreopportunity for creativity than limitations

A slow or medium tempo will be easier to work with than asong.


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Music Video TheoryADVANCED PORTFOLIO


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Andrew GoodwinAndrew Goodwin writing in Dancing in the Distraction Factory (Routledge 1

1. Music videos demonstrate genre characteristics

2. There is a relationship between lyrics and visuals

3. There is a relationship between music and visuals

4. The demands of the record label will include the need for lots of close upartist and the artist may develop motifs which recur across their work (a

5. There is frequently reference to notion of looking (screens within screentelescopes, etc) and particularly voyeuristic treatment of the female bod

6. There is often intertextual reference (to films, tv programmes, other muetc) which can contribute to the postmodernism of music videos


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Intertextuality John StuartJohn Stuart describes the music video as incorporating, raireconstructing is essentially the essence of intertextuality.

Using something with which the audience may be familiar tgenerate both potentially nostalgic associations and new m

It is perhaps more explicitly evident in the music video than

other media form, with the possible exception of advertisin


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Examples of intertextuality
http://www.youtube.com/watch?v=ZJL4UGSbeFghttp://www.youtube.com/watch?v=XcATvu5f9vEhttp://www.youtube.com/watch?v=AVK9Na_4pZIhttp://www.youtube.com/watch?v=DNSUOFgj97M


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Looking scopophilia and the gaScopophilia = pleasure derived from looking or watching

The concept is linked to voyeurism

Feminist theorist Laura Mulvey suggested that the camera was usuallymasculine, and thus represented a male gaze objectifying feminine often with sexual overtones either as virgin or whore.

There are many flagrant examples of this in music video Benny BenassiSatisfaction

Eric PrydzCall On Me

Robin ThickeBlurred Lines (see also this blog on Blurred Lines)

However, the gaze is more widespread. Consider the Kylie video fromBritney Spears / Christina Aguilera / Rihanna / Lana del Rey.
http://www.youtube.com/watch?v=V5bYDhZBFLAhttp://www.youtube.com/watch?v=L_fCqg92qkshttp://www.youtube.com/watch?v=yyDUC1LUXSUhttp://quiteirregular.wordpress.com/2013/08/23/blurred-lines-and-rape-culture-seeing-whats-in-front-of-us/http://www.youtube.com/watch?v=c18441Eh_WEhttp://www.youtube.com/watch?v=C-u5WLJ9Yk4http://www.youtube.com/watch?v=4Rg3sAb8Id8http://www.youtube.com/watch?v=JF8BRvqGCNshttp://www.youtube.com/watch?v=JRWox-i6aAkhttp://www.youtube.com/watch?v=JRWox-i6aAkhttp://www.youtube.com/watch?v=JF8BRvqGCNshttp://www.youtube.com/watch?v=4Rg3sAb8Id8http://www.youtube.com/watch?v=C-u5WLJ9Yk4http://www.youtube.com/watch?v=c18441Eh_WEhttp://quiteirregular.wordpress.com/2013/08/23/blurred-lines-and-rape-culture-seeing-whats-in-front-of-us/http://www.youtube.com/watch?v=yyDUC1LUXSUhttp://www.youtube.com/watch?v=L_fCqg92qkshttp://www.youtube.com/watch?v=V5bYDhZBFLA


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Researching existinmusic videosADVANCED PORTFOLIO


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Music Video Analysis

TECHNICAL CODES

Camera Work

Editing

Mis-en-scene (including Location andCostumes, colour)

Iconography

Storyline

Performance

Style

MEDIA LANGUAGE

Goodwin: Genre Codes

Links between lyrics and visual

Links between music and visua

Marketing selling the prodScopophilia and the gaze (LaMulvey)

Intertextuality


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What is a digipak?ADVANCED PORTFOLIO


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DigipakA digipak is a gatefold (book-style) paperboard or card stock outer binding, with one

plastic trays capable of holding a CD attached to the inside.

Digipak-style packaging is often used for CD singles or special editions of CD albums


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Digipak ResearchResearch some existing digipak designs.

What are the codes and conventions?

What design ideas do you like?

What layout conventions appeal to you?

Why?


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Digipak templatesTemplates here: U:\Media Studies\Advanced

Portfolio Resources\Digipak Templates
http://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templateshttp://localhost/var/www/apps/conversion/tmp/scratch_2//chewvalleyschool.co.uk/Students/StudentResources/Media%20Studies/Advanced%20Portfolio%20Resources/Digipak%20Templates


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Magazine AdvertsADVANCED PORTFOLIO


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Magazine AdvertisingResearch some existing full page adverts for album l



What layout conventions appeal to you?

Why?


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Research print texts

DIGIPAKS

Research some existing digipaks from albumsand singles



What layout conventions appeal to you?Why?

MAGAZINE ADVERTS

Research some existing full page album launches

What are the codes and conventi


What layout conventions appeal tWhy?


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AudiencesADVANCED PORTFOLIO


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Target Audiences - segmentationsocial

grade

social status occupation

A upper middle classhigher managerial, administrative or

professional

B middle classintermediate managerial,

administrative or professional

C1 lower middle class

supervisory or clerical, junior

managerial, administrative or

professional

C2 skilled working class skilled manual workers

D working class semi and unskilled manual workers

Ethose at lowest level

of subsistence

state pensioners or widows (no other

earner), casual or lowest grade

workers

Social value group Characteristics

Self actualisers

Focused on people and relationship

creative, enthusiastically exploring cframework of non-prescriptive cons

InnovatorsSelf-confident risk-takers, seeking ne

things, setting their own targets to a

Esteem seekersAcquisitive and materialistic, aspirin

symbols of success, including things

Strivers

Attaching importance to image and

enabling acceptance by their peer gr

holding onto traditional values

Contented

conformers

Wanting to be 'normal', so follow th

their circumstances, they are contenin the security of their own making

Traditionalists

Averse to risk, guided by traditional

values, quiet and reserved, hanging

with the crowd

DisconnectedDetached and resentful, embittered

tending to live in the 'ever-present n


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Your ideal audienceA description of your target audience as if they

were an individual can be a useful way ofvisualising them and makes it easier to thinkabout creating a text that addresses themdirectly.

This strategy is used in magazine publication.


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Uses and Gratifications TheoryThis theory states that audiences are attracted to media tex

USEFUL or which provide them with some GRATIFICATION (

Blumler and Katz (1979) theorised that these uses and gratiinto four categories: Diversion something to pass the time

Personal Relationships something which allows you to make more

friendships, for example by giving you something to talk to your frie Personal Identity something which allows you to define who you

Surveillance something which allows you to find out about the wo


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Uses and Gratifications TheoryDavid Morley (1991) argued that there were five typuses and gratifications: Cognitive (learning the text helps you find out somethin

Affective (the text affects you and provides emotional sat

Tension Release (the text allows you to relax or let off stea

Personal Integrative (the text helps you to define your owpersonal identity)

Social Integrative (the text helps you with social interactioproviding a topic of conversation or way or interacting wit


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Richard Dyers Utopian SolutionsUtopia is an imaginary ideal world

Richard Dyer argues that entertainment offers the image osomething better to set against the realities of day-to-dayexistence.

This is the idea of escapism

Inside the world of a music video your existence can be beat least, different - than in the reality of day-to-day existe


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Richard Dyers Utopian Solutions

REAL WORLD PROBLEM

Exhaustion

Dreariness

Boredom

Fragmentation/Loneliness

Scarcity/poverty

ENTERTAINMENT WORLD UTOPIA

SOLUTIONEnergy

Intensity

Excitement

Community/companionship

Abundance/wealth


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Researching your audience1. A clear description of your target audience, using theory and terminology, linked

genre of your chosen song (booklet page 5)2. A description of your ideal reader as a fictional person (booklet page 5)

3. A questionnaire to get preliminary findings from your audience (booklet page 6

4. Analysis of the questionnaire results (booklet page 7)

5. A filmed focus group discussion with pre-planned questions (booklet page 8).

6. A summary of what you have learned from your audience research and how it winfluence your planning.


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Planning your musivideoADVANCED PORTFOLIO


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Planning creative process1. Lyrics what do they suggest?

2. A treatment or outline explaining the vision for the video

3. A detailed script with the various scenes and actions explained

4. A detailed storyboard

5. An animatic storyboard


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Creating an animaticScan your storyboard in

Crop out each frame as a separate jpeg numbered and named. Do this as a groupwork up, using the student shared area as a base for the files.

Set up a new project in Premiere you can use standard 48khz 4:3 presets and imjpegs.

Stick the sound file on the audio track and edit together the storyboard frames to f

Export your finished animatic to YouTube

You will not be able to shoot until Ive seen a finished animatic

GorillazClint Eastwood animatic and final video

Example of a student animatic and the final video
http://www.youtube.com/watch?v=JPC0n_ml4kchttp://www.youtube.com/watch?v=LoQYw49saqchttp://henniea2media.blogspot.co.uk/search/label/Animatichttp://vimeo.com/10434818http://vimeo.com/10434818http://henniea2media.blogspot.co.uk/search/label/Animatichttp://www.youtube.com/watch?v=LoQYw49saqchttp://www.youtube.com/watch?v=JPC0n_ml4kc


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Planning practical process1. Shot List

2. Equipment List

3. Props List

4. Crew List

5. Locations List

6. Shooting Schedule


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Planning your printproductionsADVANCED PORTFOLIO


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Print planningYou could include:

1. Raw photoshoot images

2. Make-up, costume or location scout test shots

3. Process of manipulating images

4. Font design ideas

5. Step-by-step production shots showing the process


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Documents

Music Video Presentation.pptx