1. Brief

To create a promotional package release of an album
to include a promo video with 2/3 options:
- Website homepage
-Album cover
Magazine advertisement

2. TOP 40- Tinie Tempah- (pass out)

Below is a selection of contemporary, Top 40 music videos: I have analysed the four micro elements including performance to get a sense of what qualities contemporary music videos share.

3. TOP 40- Roll Deep- (Good times)

4. TOP 40- Usher-(Burn)

5. Rock video #1 Evanescence

Below are a selection of music videos from the Rock genre. By analysing these videos, I have been able to notice significant differences in conventions to the other genres. For example the Rock videos tend to include a band, and the focus is more on the band and instruments rather than the Popular genre, where the artist is made the centre of attention, as emphasised by the recurrent close up shots of the artist, and the 'moments of pleasure' that occur when they look directly in the camera.

Here is an analysis for Evanescence's video, 'bring me to life':

6. Artic Monkeys- (Brainstorm)

7. Rock video Nickleback- Rock star

8. Conventions of a Music Video

From the research I have attained, and the contemporary music videos I have studied, here is my list of the conventions of a typical contemporary music video:
- Lip syncing
- Close up of instrument to indicate genre
- Long shots of the dancers if Pop are band if in the Rock genre
- Change of costume
- A huge variety of shots to correspond with the fast beat
- 'Moment of pleasure' artist may have eye contact with the camera
- Narrative
- Montage editing
- Match on action
- Concept
- Cuts on the beat
- Moving camera to enhance any movement in the footage
- Muted footage
- Cutaways
- Close up of the singers face
- Point of view shots
- Music video will always feel dynamic throuh the overlaying of images
- Anything is possible in the video

9. Bordwell/Thompson Theory- Madonna Frozen

Below are various theories on music videos. Here, Vernallis, Bordwell and Thompson and Goodwin discuss there theories on popular music videos regarding the various types, influences, and techniques used to attain a certain effect:

10. Vernallis theory

11. Goodwins theory

Based on the theories we have studied in class, Goodwins amplification theory seems to be more pervasively found in a conventional music video. This means that the footage is not necessarily based on the lyrics of the song, there is however more a focus on emotions and what the artist is feeling. These emotions are usually portrayed with vibrant lighting, slow motion and persistant 'moments of pleasure' to link the artist to the consumer.

12. LOW BUDGET VIDEO - Saville and Devanda

Below is a selection of low budget videos that were made locally, and could easily be replicated as they were made using simple technological teqniques that does not demand thousands of pounds. I therefore learnt a lot from these videos practically. I personally think that the Trencher video works exceedingly well as it is humourous, unique and rebells the copnventions that are found in a typical modern music video. It was also, evidently, very simple to produce.

Saville and Devanda:

LOW BUDGET VIDEO- Trencher

LOW BUDGET VIDEO - hifani

There are some pratical tips I could take from this video as it is low budget and does not require a lot of props or even different settings. However the fact that there is no lip syncing would not work as the research that I have attained strongly suggests that lip syncing would make the music video work.

Collage- reggae genre

Below is a collage of iconography and screen shots from the bashment/dancehall genre of music. I have placed together pictures that correspond with the West indian theme perfectly. It is evident through the mise en scene that the producers of the videos are attempting to target a young audience as most of the artists shown such as Rihanna, are under the age of 30. I personally do not believe that this genre of music would be approprtiate to produce a music video from because the lyrics tend to be of explicit and sexual nature, and we wouldn't be able to achieve that West Indian theme through setting as the climate we live isn isn't exotic.




here is an example of a Caribbean video, filmed in Jamaica:

General Research

At this point in time I have been put in my group and am researching what genre would be suitable for our music video. We thought about doing a pop video and have analysed Alicia Keys' 'try sleeping with a broken heart' and have thought about a concept for the video. Here are thew lyrics:

Try sleeping with a broken heart- Alicia Keys

This song is about heart break and unrequited love. The beat is quite slow and the lyrics convey a lot of emotion; I would therefore use lip syncing if I were to direct a video for the song. This would both promote the artist and make the song appear more meaningful to the artist.

lip syncing, close up of the artists face and constant eye contact
Even if you were a million miles away I could still feel you in my bed Near me, touch me, feel me And even at the bottom of the seaI could still hear inside my head Tellin' me, touch me, feel me
artist looks away from the camera

And all the time you were tellin' me lies-

Images of the sky, a town with people walking minding their business
So tonight, I'm gonna find a way to make it without you Tonight I'm gonna find a way to make it without you

Lip syncing
I'm gonna hold on to the times we had tonight I'm gonna find a way to make it without you
Footage of a bed to correspond with the lyrics

Have you ever tried sleeping with a broken heart? Well, you could try sleeping in my bed Lonely, on me nobody ever shut it down like you

Footage of girl arguing with boy
You want a crown You made my body feel heaven bound Why don't you hold me

Close up of artists face

Near me, I thought you told me You'd never leave me Looking in the sky I could see your face And I know right where I fit in

This is where there is a climax in the music and the artist becomes more emotional. I would therefore use a long shot so that the viewers can now see the artists body language.

Take me, make me, you know that I'll always be in love With you Right til the end OOh I'll make it without you tonight

Close up of artists face fading out….

So tonight, I'm gonna find a way to make it without you Tonight I'm gonna find a way to make it without you I'm gonna hold on to the times we had tonight I'm gonna find a way to make it without you

13. Genre research

After much research and thought, we, as a group have now chosen to produce a promotional package, including a music video in the genre of garage. This is because it was crucial for us to pick a song that doesn't already have a music video, and that is different from the typical contemporary popular music that has no originality.

'garage is a loose, urban definition for a commercially-oriented, disco influenced subgenre of house music. Like most variants of house, the genre follows a traditional four to the floor house beat, and makes heavy use of synthesizers, samples and soulful vocals, although unlike in more electronically bent Chicago and deep house, presence of acoustic instrumentation is much more common. '

Here is a moodboard of iconography from the garage genre, it is obvious from some of the images, that garage artists like to be represented in a 'hard' manner:

14. Genre research

Here are 5 music videos that I briefly analysed from the garage genre. All artists are british, and so are good examples of the sort of thing my group can accomplish in our promotional package. This research is relevent to my upcoming music video as my group and I are at the place where we are unsure what we want in our music video, what theme to follow and what concept to achieve. Therefore by analysing the conventions of a UK Garage music video, we are ablt to get some idea of what they have in common, and hopefully start to get a vision for our music video. I have uploaded screenshots to illustrate my points.

1. Mis Teeq- Scandellou

2. So Solid- 21 seconds

3. Lisa mafia- All over

4. Wiley- Take That