Monthly Archives: October 2011

Conventions of music videos : genres

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There are many different conventions for music video’s depending on the genre. Through looking at music videos from different genres of music, I have developed an understanding of what genres of music expect from their music videos
I have briefly described my understanding of the codes and conventions of music videos, according to their genre:

MUSIC VIDEO CONVENTIONS INDIE/ROCK

  • tends to be black and white
  • use of extreme close ups and long shots are popular
  • dark locations juxtaposed with bright colours
  • face paced
  • some use of special effects

KINGS OF LEON – USE SOMEBODY

THE FRAY – HOW TO SAVE A LIFE

ARCTIC MONKEYS – BRAINSTORM

MUSIC VIDEO CONVENTIONS HIP/HOP

  • location is usually a bar/club or party
  • use of alcohol
  • recognised brands and clothing
  • expensive cars and houses
  • camera shots are usually long and establishing shots to show the money and close ups to show jewellery and assets of the the artist
  • attractive women
  • rarely follows a linear narrative and instead follows generic genre related convention
  • the artist is usually a part of the video

50 CENT – CANDY SHOP FT. OLIVIA

T.I. – I’M BACK

T-PAIN – BARTENDER FT. AKON

MUSIC VIDEO CONVENTIONS OF POP

  • bright and colourful
  • close ups to show upbeat and cheerful emotions
  • extreme close ups to show the purity and innocence in the personality of the artists
  • aimed at the teenage audience
  • very upbeat

BRITNEY SPEARS – I WANNA GO

THE SATURDAYS – NOTORIOUS

CHER LLOYD – WITH UR LOVE FT. MIKE POSNER

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Final Storyboard

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After the song choice changed due to the opportunity given to us by the record label Kitsune who allowed us to pitch a video for the song ‘True Romance’ by Citizens we had to majorly alter the storyboard we had originally created and through editing have managed to keep all the same timings as the updated storyboard.

 

The Rough Edit & Our Tight Deadline

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After contacting the record label Kitsune for the copy right permission for the song we originally chose to do a video for called ‘Stop Making Sense’ we recieved an email from the bands manager James who asked for us to call him as he had both good and bad news.

After phoning him last Thursday night we learned that although the record label couldn’t give us permission to make a music video for the original song we chose they would like to give us the opportunity to pitch a video to the record label on Tuesday at 4pm with a different song called ‘True Romance’ which they were releasing the band with in two weeks when they went on their tour with ‘The Rapture’.

After the initial shock of song change we quickly adapted and twisted our original narrative to fit with the new song. We began filming on friday and completed the primary shots in the classroom during an hours Media lesson in an unused classroom in the college. Over the weekend I created the storyboard and looked at the timing and beats in the song and tried to fit stop motion figures to the most prolific beats in the song as well as putting together the costumes for the video shoot.

Over the weekend we got all of the models sorted out for the video to play the couples. There were supposed to three couples however on the day two of the people pulled out as one of them was unwell and the other had mixed up the days of the shoot. In the end we managed to shift around some of the story board and create a narrative based on just two couples. The first couple was played by Naomi Cullen and Oliver Ettridge and the second couple was played by myself and Ryan Gibson.

After completing all of the recording in 3 hours on Monday I returned the camera and tripod I had borrowed from the college on the Friday beforehand and the next day on Tuesday completed all the editing between 11 and 3 giving us just 4 hours to create a rough edit and look over the footage we had captured.  The reason why the deadline was so tight was due to the fact that the band had to pitch the music video on our behalf in New York at 11AM which was 4PM in the UK. After completing this, not only did I learn a lot but also thrived under the pressure of creating a music video in 8 hours for a client who gave us the opportunity. Not only was this my first music video but also my first time editing, using a camera and properly addapting costume and make up to a character.

There are various things we need to change to transform this video from a rough edit to a professional looking music video for a possible client. These things include split screens, multi shots, better executed and sharper stop motion figures, better lighting with possibility of various filters to assist the video in looking a lot brighter.

Some of the camera shots are slightly wobbly which means we will have to reshoot some scenes such as the stop motion figures as we didnt have a tripod at the time so the camera was unecessarily jerky where it should have been at a fixed point which would have made the final image much more effective.

After sending this to James the manager, 2 hours later the band uploaded this video for their song ‘True Romance’ on their youtube account CHANNEL CITIZENS so we assumed they had gone in a different direction and chosen a different video.

After e-mailing James asking for feedback on the video – both positive and negative we recieved an e-mail saying:

Sorry about the slow reply. I was on a long flight yesterday and today im in NY so am on a different time zone. 
Your video is really great! Thank you so much for having a bash. 
I have forwarded the video to the marketing dept at the record label and we will take it from there… 
What i suggest is if you keep it on private, then when we get the green light from them you can let it out there. I’m not sure yet if it will be their ‘main’ video, we’ll see what the label say. Could i please ask you to until then, not give the track out to anyone else. Thanks again for the video, it’s really great.
best
James

Music Video: Copyright Permission Letter/e-mail

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Here is an email I sent to Kitsune as I could not find their address on the website:

Due to not being able to find an address for Kitsune I’ve decided to send this via email, if it is not possible to do this over email I would appreciate it if you could give me the correct contact details for this.
 

copyright PERMISSION LETTER: MUSIC

  Re:      Bromley College of Further & Higher Education: Orpington Campus
 A2 Media Music Video Project

 Dear Sir or Madam: 

We are presently producing a music video for our A2 Media coursework at Bromley College of Further & Higher Education (Orpington Campus).

We understand that you are the owner of the copyright in the musical composition “Stop Making Sense” by ‘Citizens!’ who you have recently signed to your music label and want to use the entire song as the basis of our music video.   

Since we are students and distribution of the video will be only to fellow students and the administration of our college, we are hoping that you will allow us this use without any charge. 

Your signature below, under “confirmed by,” will indicate that you will agree to permit this use without payment of a fee.  Please let us know if you have any questions concerning this license.  Also would you please let us know as soon as possible if this song cannot be licensed so that artistic changes may be made in the song to be used in the video production.  You can reach us in care of: 

Justin Onyeka (justin.onyeka@bromley.ac.uk) or

Vibeke Fussing (vibeke.fussing@bromley.ac.uk)

Visual Arts & Media Dept

Bromley College of Further & Higher Education

Orpington Campus
The Walnuts, High Street

Orpington

BR6 0TE

T.020 8295 7000
F.020 8295 7099 

Thank you for your help with this matter and we look forward to hearing from you.

 Charlotte Sandall

Confirmed by: 

LICENSOR

_________________________

Kitsuné