Earlier posts already commented on - Jess - why don't you combine the 3 posts on Lady Gaga and Black-Eyed Peas and the comparison together into one - it would flow better? Can be done via cut and paste - see me if you are unsure? You could then add the "what I have learnt" comments right at the end... Also, try to tidy up expression and grammar a bit...; Saliah - You need to clarify your focus at the start of the posts on Rihanna and Usher - are you looking at how music videos work within the RnB genre? If so, put a sentence to this end at the start of each post and at the end, state what you have learnt about music vids in this genre and what you may need to bear in mind... you could also tie this in to Goodwin's ideas about music video codes and conventions to see how RnB videos reflect this or not....
Jess - Music Genre - this needs a sentence at the start to tell me why you are looking at this and what you hope to learn from it. Possibly state after the definition of music genre that your group hope to work in the RnB genre; then add the bit about what RnB stands for and where it started - i fits under the music genre section and you could then add a bit more detail about the expected style of music - types of instruments; mood of the songs; type of vocals and type of things the songs are about. Again, check over expression for accuracy and clarity.
Zaibaa - you need to be more specific at the end of the Bieber analysis - what things might you like to emulate from this video? You need to hurry up and complete the second analysis.You also need to state what you are looking for in this video - how rnb operates or how music videos operate, in which case you should apply Goodwin?
Overall - this is nowhere near where it should be - Zaibaa and Saliah, I need to see much more from you. You still need:
to state clearly what genre of music you are going to explore - it seems to vary from r,n,b to hip hop to dance....
to identify more conventions of this genre - Jess has started to look at the type of music we link to r'n'b but you need to think about what the artists look like (costume/ clothing/props), locations, song contetn (what do they sing about?), what kind of performances do they give? Use album covers/ images of stars... consider what implications this has for you?
to identify and describe your audience - use GRASS and psychographics... consider Uses and Gratifications - do your own surveys and consider what this means for your product
Who would fund/produce your video in real life? How would it be made????
research into your two ancillary products
post on branding
This should all be done by now - it all should be done before your planning. It all feels a little aimless - I'm not sure from this what type of music you are going to make a video for or what you are exploring in each post and why. If there are no improvements of a drastic nature soon, you will be in danger of not completing your work.
One of the videos which i have chosen to analyse is Justin Bieber Ft Usher - Somebody To Love.
I've chosen to analyse the video for this song as i feel it fits with the genre which we have chosen our video to focus on, which is a fusion of R&B and Dance. We chose this as from looking at recent chart activity it is becoming more often than not that we see songs of this fusion genre entering high in the charts and remaining there for long periods at a time e.g. Usher's"DJ Got Us Falling In Love Again".
Another reason why I've chosen to analyse this video is that like Usher's song, this one also entered high in the charts and reached the number one spot for a solid three weeks. Justin Bieber focuses mainly on on R&B music however in the short time between first appearing before us with his hit single one time and now his music has since evolved slightly. Bieber now infuses Dance with R&B as we see in this single and in the video.
Bieber's "Somebody To Love" has a rhythmic, dance hall, club/party feel to it. It's very uptempo and as most say it's a song you can move to.
Andrew Goodwin had a theory about music videos. Goodwin stated that there are 7 key conventions of music videos:
A relationship between the lyrics and the visuals.
A relationship between the music and the visuals.
Particular genres of music having their own video styles and iconography.
Close ups of the main artist(s).
The artist(s) develop their own iconography.
Likely to be a reference to voyeurism.
There are likely to be intertextual references.
Justin Bieber is essentially an R&B artist however however like his mentor, Usher, he too is now creating music from a different angle. Bieber and Usher both are now beginning to create music which fits in with our fusion genre. In terms of intertextual references I myself don't see any visual references to any other media texts. however i do think that the general theme of the video i.e lots of dancing, synchronised routines etc it is similar to other media texts such as: "Ne-yo - Closer", "Usher - OMG" etc. The video doesnt fit in with the lyrics of the song, it is completely unrelated to the lyrics, it is focused on the dancing talent of the artists and the extras. In regards to the genre having its own style and iconography from looking at other music videos of this fusion genre and I've noticed that songs of this genre tend to be up beat, catchy and have good lighting and have memorable lyrics. This song most definitely ticks all of those boxes, I feel the lighting is extremely good ad has been used in the best and most effective of ways. The song itself is catchy and memorable and the music is upbeat and has a good tempo. The video has been edited to the pace of the song and effects have been put in place which at first glance aren't as noticeable e.g. in the beginning of the video a girl appears behind Bieber and disappears behind him when he moves revealing that nobody is stood behind him. In the video we see many different shots have been used, there are close ups, medium close ups and also long shots of the main artist and also the featuring artist.
I feel the video fits with the vibe of the song and synchronises well with the tempo of the song. It shows Bieber's fans what he's like as an artist and it also reflects his youth. For the listener it creates a party/dance mood as the beats are fast the kind of music we expect to hear when watching a quick-step dance routine. Simply from hearing the pace of the music makes it easy for the listener to comprehend which genre of music Bieber has chosen to follow, however this isn't a one off we see Bieber sticks to this fusion genre in other songs too such as "Baby" and "Love Me", both these songs also have a Quick-Step feel to them.
When the video starts off at first we don't pick up the party vibe, as in the beginning Low Key Lighting and Spot Lighting has been used, it first appears to be the typical scene we would see at a dance off, the low key lighting and spot lighting being used for dramatic effect along with the smoke. However as the video progresses we begin to get more of the party vibe due to the Strobe Lighting used making it very bright and signifying energy. In the video it is visually subtle that Bieber has gone for a party vibe in the song however the sound makes up for this subtlety.
This particular video was shot in a studio however a green screen was not used at any point, I personally do not see this as a bad things as the video relies on the talent of the dancers and the artists to keep the audience entertained and interested. It gives an idea of what fans look for in music videos of songs like this one when listening to this fusion genre. Even though a Green Screen hasn't been used to create the video or even bits of it, there are certain effects used many times in the video e.g. at many different points in the video the artist walks across the screen and the dancers in the background disappear. We can see that people like to see dancers, dance routines that people would see in dance-offs at a party, lights, things that don't completely fit, which in the case of this video would probably be the fire. All in all it shows us that people like to see things that make them feel good and want to get up and join in dancing.
In this video we see many different shots of Bieber and Usher, mainly long shots, medium shots and close ups. I feel this is effective as the video focuses mainly on dancing and showing off talent despite it being unrelated to the lyrics of the song. We see close ups of Bieber frequently throughout the video mostly when he's singing the chorus saying things which he'd say to a girl like the promises he'd make to one e.g. "I don't need nothing else, I promise, girl, I swear, I just need somebody to love". When we see the close up of him singing these lines, he uses a direct mode of address; looking right into the camera, i makes it look like he's speaking directly to a girl in the audience thus showing the emotion behind the song. When the medium and long shots are used they are used to show the artists while they're dancing showing they're dancing talent, the long shots also show the background dancers and their routines fully. We also see in the video that a number of different angle shots have been used for example at one point in the video we see a shot of Bieber from low angle shot with him looking down on the camera.
In this video we see conventions of music videos which are typical of both R&B and Dance. for example in regards to Dance quite obviously we have dancers and as the main visual focus, after the artists of course. Typically in Dance videos we see that the lighting is a key component of the video i.e. in a number of dance videos which I have studied for example "Firestarter" by The Prodigy, the setting itself is quite dark but it is illuminated purely by singular scattered lights. In this particular video in the first half of it the setting is dark and spotlighting has been used to illuminate the artist and dancers. It is only in the second half of the video in which more lighting has been used, a number of strobe lights have been strung across the ceiling to illuminate the setting. I feel this is a good element of the video as I feel it is quite creative, also I like how in the very beginning of the video the spotlights come on one by one to reveal a different dancer.
This video has elements which i feel are quite inspirational e.g. the dancers and lighting etc. In our music video we hope to have elements such as the ones specified as we feel they would make our music video that much better. I particularly am very keen on the idea of having multiple dancers in our music video as this would link the dance side of our fusion genre into our music video. Though i have not discussed it in my analysis i find the costumes to be quite inspirational as they could give us an idea or two in regards to what our actor(s) will wear how, what props, if any are used, they will use. This video has been extremely popular, it's been edited in ways which reflect the artist's personality and talent. It has a catchy and memorable beat and well choreographed dance routines. We hope to create a video which is both entertaining and creative, which captivates and interests our audience, just like this video does.
Because, our music genre is a mix of dance,hip hop and R'n'B i have decided to research on the topic of all of the genres to try and see if the genre is popular and where it originated from.
Music Genre A categorical and typological construct that identifies musical sounds as belonging to a particular category and type of music that can be distinguished from other types of music. - Wikipedia.com
Where R'nB Originated from Rhythm and blues, often abbreviated to R&B, is a genre of popular African American music that originated in the 1940s.The term was originally used by record companies to describe recordings marketed predominantly to urban African Americans, at a time when "urbane, rocking, jazz based music with a heavy, insistent beat" was becoming more popular. The term has subsequently had a number of shifts in meaning. In the early 1950s and beyond, the term rhythm and blues was frequently applied to blues records. Starting in the 1950s, after this style of music contributed to the development of rock and roll, the term "R&B" became used to refer to music styles that developed from and incorporated electric blues, as well as gospel and soul music. By the 1970s,rhythm and blues was used as a blanket term for soul and funk. In the 1980s, a newer style of R&B developed, becoming known as contemporary R&B.
Music Genre The Music genre is like film genre, it has it's own conventions to define that particular genre. For Rock we usually have a heavy bass and drums. As well as film we get a sub-genre, Heavy metal it's faster and a lot louder then the alternative rock which isn't as heavy as metal but still has the heavy music touch.For other's we get christen rock, Folk rock Same, with r'n'b we can get a soft guitar sound which isn't to heavy but defines the song as calm. With some R'N'B we get a trance/dance beat with the music. The audiences have been affected by different type of genres for almost all their lives, they instantly know what genre of music is playing by the first minute of the music starting, due to the years of listening to music.
Music Genre Sales Chart
Genre Album sales in 2008-2009
Music Genre Sales The chart indicates that the R'n'B sales, is popular and remind at a stable sale and hasn't decreased within a year. which means that the music and the video would sell to the target audience. The Chart is compared against the 2008 music genre sales to the 2009 sales.
Known R'n'B Stars
Michael Jackson
Jay Sean
Rihanna
Chris Brown
Leona Lewis
Usher
Ne Yo
Black Eyed Peas
Beyonce
R'n'b music video
Jay Sean Ft Sean Paul, Lil Jon- Do You Remember
Jay Sean is a typical R'n'b artist, the way he is represented as a romantic, is shown throughout as he is singing to the love interest. We see different scenes of the artist and the love interest, to show that they are in love. We see a typical party scene, which suggests that this is an event were people fall in love or become passionate with each other. We get a typical Rapper (or 2 in this case) which features with the R'n'B singer. This seems to be a usual thing to have in r'n'b.
Appearance - Jay Sean
Baggy jacket - At start
Showing chest slightly - At start
Chain or Chains
Neat hair
Masculine
Sun glasses
Well respected person on street *respect hand shake at beginning*
Nice car, money wealthy
Edits
Cross cutting to Jay and Sean
Jump cuts of Lil Jon
Cuts to different places
Scenes change quickly to speed of song - Andrew Goodwin Theory
Quick flashing image of rapper to Jay
Usher - There Goes My Baby
Usher, is another R'n'B artist, this song in particular is a slower song with added beats. This video we are shown a love interest, sexual suggesting scenes and scenes were he is on his own. We get a feel in this video that they have meant to been together for a while, as they are not seen in clubs or anything heavily crowded. This video is a typical R'n'B video with suggestive scenes, with having the girl wearing hardly any clothes throughout the video.
Appearance- Usher
Tank top, to reveal muscular body.
Chains
Short neat hair
Chains
Sun glasses
Sunset behind showing passion and more relaxed environment
Beautiful house
Edits
We get a lot of quick images of both Usher and the woman, from her not being in the same room to the same room.
Super exposed images of her over video of him driving in the car.
The speed of the quick images of the sexual scenes match the speed of the song.
The lighting changes to dark to white with the backlight we see the silhouette of both Usher and the woman
What I have Learned About The R'n'B Genre
I have seen a particular theme of a love interest, with the artist, suggestive scenes of sexual nature. The editing for both videos, are interesting and may be a possible useful in our video. The appearance of the male, are a typical fashionable clothes, impressive car/house and for the girls they are wearing revealing clothes and are basically looking 'sexy' for the video.
There is a definite patten between the R'n'B videos, we can instantly tell by the way the set looks that it's an r'n'bR'n'B
Hip Hop Genre
Hip Hop/rap shown as a popular genre of a young audience 15-20
Hip hop music is a musical genre that developed as part of hip hop culture, and is defined by four key stylistic elements: rapping, DJing/scratching, sampling (or synthesis), and beatboxing. Hip hop began in the South Bronx of New York City in the 1970s. The term rap is often used synonymously with hip hop, but hip hop also denotes the practices of an entire subculture. Wikipedia.com
Where was Hip Hop Originated from? Like R'n'b, Hip Hop was popular with African Americans.The griots of West Africa are a group of traveling singers and poets who are part of an oral tradition dating back hundreds of years. Their vocal style is similar to that of rappers. Since the 1970s it has continued to develop and become a popular genre with young adults/teenagers.
Known Hip Hop artists
2pac June 16th 1971-September 13 1996
Lil Mama
Jay-z
Eminem
Kayne West
50 Cent
Lil Wayne
2Pac
N Dubz
Snoop Dogg
Hip Hop Music Videos
N Dubz- I Need You
Like r'n'b, Hip Hip has the same beat and speed. However, the most obvious differences is that it's rapper and not singing, and the image of the video is slightly different to the image of r'n'b. We have the love interests, however in this video we see a different story, which is no sexual suggesting scenes. The video and the music both move to the same beat. The Andrew Goodwin theory is used, we see a link to visuals and lyrics.
Appearance Dappy
Chains (a lot)
Hat
Baggy jackets
Baggy Pants
Jeans
Smart hair cut (shown only couple of times)
Enters by helicopter
Seen in expensive room
Faze/Fazer
Chains
Hat/Cap
Baggy Jacket
Baggy Jeans
Sun glasses
Enters by motorbike
Sun glasses
Seen in an expensive room
Tulisa
Chains
Baggy Jacket
Skinny Jeans
Dress
Heels
Hooped ear rings
Hair tied back/straightened
Enters by Sports Car
Seen in an expensive room
Edits
'N Dubz' name, CGI, is used at beginning at the start of the video.
Fade in of all members arriving in different transport.
Colours crossing the screen, overexposed to colours.
Showing artists we see the fade in of them appearing at different places.
Quick images of them being at different places .
Eminem- 3 A.M
Eminem, is one of the many popular Hip Hop artists around. This is one of the examples of how hip hop and r'n'b are different. In this video it is almost like a horror scene. This song isn't a love aimed story which means that the love interest isn't present in this video. This video, is using quite interesting editing use which is used in horror films. The Lyrics and visuals are almost identical showing dead bodies at same time as mentioning dead bodies.
Appearance
Showing muscles.
Jeans.
Hoody.
Baggy Pants.
looks psychotic.
Lights in eyes, to show he is possessed.
Editing
Scratched footage of beginning
Quick super em-posed images of scratched footage over artist sitting.
Camera Switches to night vision during some woods scenes.
Images of Possessed artist over image of the victim.
Get a quick glance of dead body to pills being spilt over.
Pan of room whilst blood begins to show on the wall.
Showing someone sleeping and then quick flash of blood on the wall.
What I Have Learned About The Hip Hop Genre
There is an obvious difference between the Hip Hop music video from the R'n'B, we seen a more attitude appearance from the artists. The N Dubz video we see a clear indications that the male artists are meant to look more 'gangster like' by the way they move in the videos. The female artist of the N Dubz video follows the attitude look but has less attitude. We see with both of the videos they are less laid back as the two R'n'B videos. With the Horror/slasher video we are getting a message of mainstream control. This is shown with the violence that the Mainstream is killing creative ideas. This means, with our music video we will try to accomplish an attitude artist.
Dance Music Genre
Electronic dance music (EDM) is electronic music that is produced primarily for the purposes of use within a nightclub setting, or in an environment that is centered upon dance-based entertainment. The music is largely created for use by disc jockeys and is produced with the intention of it being heard in the context of a continuous DJ set;where in the DJ progresses from one record to the next via a synchronized segue or "mix." There is different types of dance music such as; Disco, Trance, Electro, Techno and Dubstep.
Recorded-music retail sales by genre.
Known Dance Artists
Basshunter
Lady Gaga
Scissor Sisters
David Guetta
Ke$ha
Justin Bieber
Justin Timberlake
Chris Brown
Moby
Dance Music Videos
Ke$ha- Take It Off
This song, and video is a typical Dance genre music video. In the video, we are seeing a rave type party outside. The over load of glitter, and the overload of bright colours shows that the artist, is more of a raver and that she isn't an R'n'B style artist. We see the same rave type video in 'I got a feeling' with the glowing paint. We do not see a love interest but by the way Ke$ha looks, it suggests that she is suppose to be the 'hot sexy girl' in the video. There is also other barely dressed girls seen in the video, which suggests a more male audience dominated . There isn't a dance routine shown in the video, but we see that they are enjoying the party rave by the jumping around. There doesn't seem to be a narrative in the song. However, we do get visuals and lyrics matching.
Appearance
Hair neatly done
Necklace
Tank top
Jewellery
Short skirt
Glitter
Brightly painted powder
fur coat
Edits
For this video, we do not see many edits being used. Apart from the colourful powder scene, when we see the cast people turning into colourful powder. We see a 'zipper' appear on Ke$ha and when she unzips we see her turn into a colourful powder.
We get interesting camera angles of fences, signs showing the deserted area where they are placed.
We get jump cuts to different scenes of the place they are 'raving'.
Justin Bieber Ft Sean Kingston- Eenie Meanie
Justin Bieber and Sean Kingston are two dance artists. We are seeing a love interest driven video, this is obvious were we are seeing a girl they are both after. It is obvious we the two artists are meant to be 'babe magnets.' We can see dance routines and lyrics following the visuals. R'n'B and Hip Hop is different to dance music. We get a high Beat of music, but we get a singing vocal rather then rap.
Appearance- Justin Bieber
Jacket.
Low hanging jeans.
Trainers.
Neat placed hair.
Babe Magnet
Highly respected person.
Appearance- Sean Kingston
Chains
Baggy sleeveless jacket
Baggy top
Jeans
Neat hair
Babe Magnet
Highly respected person
Editing
Names of artists and song flying into the beginning of the video
Split screen, of both artists.
We get a camera quickly going through the building to the other side to show a party.
We get a single artist showing in a red room.
We see a three of the same people dancing.
Reverse action of people dancing.
Video moves quicker as the song gets quicker.
What I Have Learned About Dance Music videos
The music video of dance genre, we get a dance rave kind of videos with a definite party theme from both videos. We see that the party is fun based whether using colourful glitter powder, or with dancing. With these elements we could use it to create a fun environment feel in the video
Using The Music Video Genre
Because we want to make the music video look like the typical RnB,Dance and Hip Hop genre i have looked closely at both the Artists Appearance and the editing of the videos. I have discovered that Hip Hop video doesn't have the same sexual suggestion as RnB but does have the same sexy love interest, However in the case of Eminem 3 A.M, we see a horror type video which isn't useful to the kind of video that we want to do, however, with the editing used it could be interesting to see if we could achieve the same editing to make the video.
There is some good work here, making a solid start to your blog. Here are a few pointers:
Jess - Andrew Goodwin post needs to come nearer the start - in the Keane analysis, mention that the anime reference is to a cgi character in the video!Maybe clarify how the features you identify link to the Goodwin ideas a bit more. In the conclusion part, explain how the songs you pick that don't conform to Goodwin are different and assess what this theory/ research implied for your own video.
Jess - Lady gaga video - surely it does tell a story that matches the lyrics? It's all about a good party and its aftermath, which is what we see??? Possibly link this and what you find out about the Black-Eyed Peas a bit more to Goodwin's ideas too? You could also do this in your comparison post too e.g. the use of performance and narrative?
Saliah - You need to be a bit more specific in your video analyses - try and analyse them in terms of Goodwin and add a bit at the end to consider what you can learn/ apply to your own video - what do these suggest you will need to do? When discussing how a video signals the music genre, you need to give examples of what details actually show this...
Zaibaa - you need to add work to this or you will get a very low mark for this section. There is nothing of your work on here yet - where is it?
You now need to move on to analyse specific genre conventions for your track and investigate who your audience is and what they like.
Rihanna has had many songs which include many different genres including pop, hip-hop and urban. We have chosen her because she also had songs with the genre of R&B and some dance, which is what we are aiming for.
Rihanna's song "Rude Boy" has a very dancehall, funky, reggae, rocksteady/ska, rhythmic and very uptempo genre/sound.
Using steel drums, it creates the dancehall and ska sound which is the sound that her and her label are portraying.
The video also matches the vibe and scene Rihanna's music style is giving off, which then creates and sets the mood for her fans and audience. Doing this makes it easier for her audience and others to understand what genre she has chosen to use, as she has used many different ones in her previous songs.
Bright colours are typical at parties and therefore we can easily recognise that Rihanna has gone for a more party feel tune, which she has made obvious by having flashy colours, dancing, a heavy beat and being crazy/wild.
Although this video was all shot in front of a green screen, it gives an idea of what type of video people look for when listening to this type of genre. From this we can see that people like flashy, bright coloured, wild, crazy, party style, out of the box, random videos which make them feel good.
It will not only make it easier for our audience to guess the type of genre chosen, but it will also give them pleasure whether they guessed right or similar.
Using shots such as close ups of body parts e.g. lips makes it look seductive and sexy. It gives a good feeling to the viewers as they have experienced going to parties or just on a night out with a girlfriend/boyfriend or their good friends, being in the atmosphere of felling loved up or sexy. They can relate to it and therefore they will understand and enjoy it more.
This video is something we are hoping to achieve as it has shown to be popular and give viewers a good feeling due to it being edited in such fashion that it looks like party atmosphere, even though their are few actors in the video.
Usher
Usher's music consists of the genre soul, R&B and pop. he is also known as "King of R&B". This is what his fans will be looking for as they know his sound very well. The fans will get pleasure by guessing what his next song will sound like, being an R&B artist, this is what they will be listening for.
However mixing up the genre and changing the sound will also pleasure them as they will think that Usher is not typical by sticking with one genre but being creative and changing. It will get him a new type of audience, who enjoy different genres and therefore means he'll recieve more fans.
His new song "DJ Got Us Falling In Love Again" has a new style of genre, although it is definitely R&B, it has a dance-pop and electro-pop sound. This song has been shown as being very successful it received very positive reviews with critics commending its infectious club/dance vibe. It became the sixteenth Top 10 hit of his career so far. It has not only been a success in The United States but also an international success becoming a Top 10 in Australia, New Zealand, Canada, UK, Netherlands and Norway.
The video has a very dance/club vibe which makes you feel good and put you in a party mood. This is a new style of genre for Usher and has proven to be a success as it has become extremely popular in many countries.
The video shows people dancing and having a good time, bright flashing lights and drinking are also shown, they are used to put you in the party/club mood. Though the lyrics are repetitive, they're an accurate reflection of the song's effect n the audience of fans listening.
Using a style of stop-start moves to match and be in synch with a synth beat, it shows how passionate Usher was about this song and also the video. It shows the feeling Usher wants us to have, as we party or just in life anyway. This song is very original and fresh, it has extremely good effects and editing used in order to put people in a good mood.
Goodwin's Theory
Goodwin came up with 7 features that he felt typified music video narrative;
Relationships between the lyrics and the visuals
Relationship between music and visuals
Particular music genres may have their own music video style and iconography
There is a demand on the part of the record company for lots of close ups of the main artist/vocalist
The artist may develop their own star iconography
There is likely to be reference to voyeurism
there are likely to be intertextual references
Rihanna - Rude Boy
The lyrics "Come here rude boy.." are followed by Rihanna gesturing for him to come closer/come to her with her hands. Also when the lyrics "..take it, take it.." appear, she is touching her body as a signal that she wants to be owned and she wants her body to be taken. The lyrics "..show me what you got now.." are related to Rihanna gesturing, with her hands, that he should show her what he has got, as she doesn't believe what he is saying is true. The way she gestures for him to come, along with her facial expression, shows how she isn't afraid or bothered about what it may be. She just wants to see if he has got what he says he has, this makes Rihanna look as if she is higher than him and wants to be challenged, as she calls him to demonstrate.
In the video Rihanna begins with drumming along with the music which also begins with drumming. This shows how the video wants to linked with the sound, it highlights the genre wanting to be shown and understood. Also when the music repeats and begins to sound familiar, the images/clips of Rihanna's lips and of herself are repeated. This is done by green screen, it creates a shadow sort of style shown in different colours and effects, which can be linked to the repetition of lyrics as this is a form of repetition.
The whole video was shot in front of a green screen, it was nominated in the "Best Editing" category at the 2010 MTV Video Music Awards. The genre is shown as being funky, fun, fresh and outgoing. Rihanna described it as being "pretty freakin' cool".
There are a lot of close ups of Rihanna, showing her as being sexy and seductive. It also shows her being a bit wild and outgoing, which is effective, for new people who will be viewing her and her videos for the first time. They will be able to understand and get an idea of how Rihanna is, what kind of person she is, her genre, her music style and her personality. It also lets new viewers know who the main subject is, which in this case is Rihanna, the female who is viewed more than the other actors and is shown singing the song.
Many of Rihanna's videos have been dark, edgy and tough. This is a new image for Rihanna, however it still has that wild, crazy, outgoing style she has shown in previous videos. It shows she still has her random and crazy style and unique edge, whatever genre she is singing.
Usher - DJ Got Us Falling In Love Again
Throughout the video we see dancing, hands in the air, partying, drinking, jumping and overall everybody was having a good time. The lyrics "hands up" is followed by the partygoers dancing and jumping with hands in the air, which relates to Usher's lyrics. Most of Usher's lyrics link to the video the whole way through, as they talk about having a good time, partying and dancing.
The whole video is shot in a club/hall and is linked to the lyrics and genre which is about dancing and having a good time.
Usher is known as an R&B king and therefore his fans and audience will be pleased with this song as well as surprised by the dance genre added in. The dance genre is highlighted by the dancing and partying in the video, it shows how he has undertaken a new genre as well as having his typical genre of R&B.
There are many close ups and mid-shots of Usher in the video, it lets his fans see him taking on this lead role in his video and being a part of it. It also lets new audiences recognise the singer as he is shown throughout the video, as well as having extras.
Usher is known for his dancing, so fans will find it typical of him to dance in his video, which will give them pleasure as they guess right. He is also known for making his videos a bit over the top and stand out as it shows his personality.
we have decided to look at the hip hop, dance type of theme for our video. i have decided to analysis two videos which are similar to the ideal theme we are looking to do.
Lady Ga Ga - Just Dance
Lady Gaga's music follows the similar genre we have decided to use for our music video. Lady Gaga's music videos, however doesn't follow her songs in a story form. She has become famous with her outrageous costumes and the videos which don't link with the videos. Just Dance is The video that i am analysing.
How This Video Can Be Used In Our Video With this video we see the house party chaos, we are shown that the party appears to be dead until Lady Gaga walks in and everyone 'comes back to life.' We can see that the video has a riot theme and sexual suggestive scenes, which is Lady Gaga taking her top off. Even though we don't wanna have the same sexual suggestive scenes we want to achieve the look of having the artist look important and a life of the party. With doing that it's appropriate, for are audience and still has the appeal of the 'hardcore' party, without having the sleaziness.
How Andrew Goodwin Theory Is Used
The relationship between the lyrics and the visuals, we see in this video that the video is illustrating the lyrics as we see the party and the removing of clothes and spilling of the drinks. We see that in the lyrics we see the 'turn my shirt inside out' we are shown Lady Gaga taking off her clothes.
The relationship between the music and the visuals, we see that everything goes quicker and we see different scenes with jump cuts when the music gets faster.
The typical dance type genre which this is, has either a lot of dancing, people which are classed as sexy and we do see this in the video.
There is close ups of the artist at some part of the video, we see shots of Lady Gaga on her own and close ups of her making sexual gestures which shows she is suppose to be the sexy member of the video.
We see Lady Gaga's style throughout the whole video which is wild and crazy. This is shown with the animal print patten on her top she wears and a paddling pool which shows she is crazy with her ideas.
The video, we feel like we are looking at her private life because we are seeing her partying, getting drunk and being flirty towards over people, which is showing she is suppose to be the most sexy member of the party.
Black Eye Peas - I Got A Feeling
The second video, that i am analysing is I Got A Feeling.
How This Video Can Be Used In Our Video
The video for I Got A Feeling, is based at a house party. We see a lot of alcohol and chaos being caused and the amount of people there shows that it's almost a riot type of a video. We are looking to have a wild chaotic look but to have a narrative with it. This video doesn't have the particular narrative, but it does have a story of getting ready for the house party to going to the party. We definitely see that the video and song is aimed for an older teenager to young adult because we see sexual behaviour and even lesbian action. So this couldn't be used because are target audience is around the ages of 15-25, so it isn't appropriate for the younger aged audience.
How Andrew Goodwin Theory Is Used
The relationship between the lyrics and the visuals, we see in this video that the video is illustrating the lyrics as we see the house party and everyone is having a good time at the party. We see that in the lyrics we see the 'fill up my cup' we are shown drinks being filled up.
The relationship between the music and the visuals, we see this in when the song gets faster and more upbeat and we have the artists jumping around and everyone joining in with the movement.
The typical dance type genre which this is, has either a lot of dancing, people which are classed as sexy and we do see this in the video.
There is close ups of the artists at some part of the video, we see that the people are important as we have shots of them on their own. We get close up of Fergie's lips which shows that she is classed as the sexy member of the band
The video, we feel like we are looking at their private lives as we see them preparing for the party, we see Fergie in her underwear while she is preparing to go. We see the artists homes and how they live their lives.
Similarities Of The videos
I Got A Feeling
Both show the being of a parties, showing that the artist (artists) are the important people who are invited to the party, and get the party fully started.
Both show a montage of chaos in different rooms, people who are not involved with the artist or artists. This shows that the party is a carefree experience of no responsibility.
Both videos are edited quickly to match with the speed of the song. This makes the video more interesting, both filled with editing such as over em posed images or repeating of actions (B.E.P - when drink cup is being moved quickly around it is repeated few times)
Always a hint of sexual activities, Lady Gaga has a few 'suggestive gesture' movements whilst B.E.P have scene of two teenagers or young adults making out, and the guy grabs the girls bum.
The amount of alcohol is a lot which suggests the party is aimed to be a rave and not a nice quiet party, a sense of out of control behaviour. This out of control behaviour is shown with passed out people and the mess of the rooms.
Just Dance
What i have learned
With the analysis of the videos which are the same genre, i have seen the smiler types of conventions, of the video we would like to create. The narrative is a typical preparing for a party to having the party to showing people passed out.
The Mise En Scene is typically bold colours and a house location, to the amount of alcohol. This suggests it's a teenager to young adult party.
The Andrew Goodwin theory is used on both videos, the visuals and lyrics match both of the videos at certain parts. Example: "How'd I turn my shirt inside out? Inside out babe." We see Lady Gaga taking her top off. "Fill up my cups (Drank)" We see the cups being filled up. This shows that although it isn't bluntly shown, the theory is obviously used in the videos.
Brief On The Conventions Of The House Party Music Video
Looking at both videos, and then summarising all of the similarities I can see from the video, to achieve the house party look we should follow the same method as the two artists do. We should definitely achieve the camera angles to make sure audiences are aware that the artist is the important person, we should also create a story line to match with the song, as we can see clear story lines with both Lady Gaga and Black Eyed Peas video.
Andrew Goodwin, had a theory about music videos, his theory were:
Relationship between lyrics and the visuals
Relationship between music and the visuals
Particular music genres may have their own music video style and iconography
Lots of close ups of artist or artists
The artist or artists develop their own star iconography
Likely to be reference to voyeurism
Likely to be intertextual references.
To test this theory i am looking at two different kinds of videos, from Indie rock to pop. The first video i have looked at is
Taylor Swift: You Belong With Me
Taylor Swift is, a pop country type.In this video it's very intertextual of the typical american teenage film, she appears to be the sweet innocent girl who is in love with her best friend who has a girlfriend who is a cheerleader and is the typical 'bitch' character. We are instantly wanting Taylor to win the guy. The Lyrics match with the video in few examples 'your on the phone with your girlfriend' the boy is on the phone, 'sitting on a park bench.' The video is cut to match the speed with the music, when the music kicks in the video appears to become alot more quicker then the slower parts, at the ball game, it appears to be a lot faster, then when they are sat on the bench. During the end of the video we see a intertextual reference to the Cinderella story, all through the video she is nerdy and unnoticeable until the end when everyone notices her. The typical 'heart throb' is the actor who plays the love interest in Hannah Montana, this is also a intertextual of a High School based American film. We are looking through the window of Taylor Dancing in her room, we appear to be sneaking into her life and seeing how she is like outside from performing. We also see lots of close ups of her so we are aware she is important. Her style iconography is sweet and innocent, this image is shown in all of her videos.
Conclusion With looking at both of these different type of video and music styles, the Andrew Goodwin theory seems to be showing up in videos, even from something completely different from pop to indie rock. This suggests it is popular in most videos however, some videos do not follow this theory, Lady Gaga, Michael Jackson (Do You Remember The Time) It's not fully decided whether to follow all of this method in our video or just a few of them, such as the close ups and matching lyrics and video. Even though, the Taylor Swift video is following the Andrew Goodwin theory, Keane isn't following the theory. However, the video of Keane aims for a more deeper meaning with symbols for example the falling leaf and the shadows on the trees. It's clear that the lyrics and visuals is used a lot in the music videos. With the song style we have chosen, which is hip hop/dance/r'n'b type we will do further research on the same genre of music videos to see if we can get a good indication on how the music videos for the genre generally looks like.
Hi we are Zaibaa, Saliah and Jess and for our coursework we've decided to do the Music Promotion brief. After much thought we've come to decide that our music video will be focusing on a fusion genre. A Fusion Genre is when two or more different genres combine as one to create a different type of music. The fusion genre which we have chosen to focus on is that of R&B and Dance. However our fusion genre is not completely balanced between the two it leans more towards R&B in regards to the lyrics the music itself is of a dance background blended with an R&B feel. We have chosen to do this as from looking at recent chart activity it is becoming quite common that we see music of this mixed genre entering high in the charts.
The song which we originally chose to create a music video is "Sex Light - Marcc Gregory"
we chose this song as we thought it fit well with our fusion genre. It fit well with both sides of it through various elements. For example it fits with R&B due to the lyrics and what the song is about but at the same time it fits in with dance too due to the music itself.
However after much thought we decided to change our song but sticking to the same artist (Marcc Gregory) in order to get the same sort of sound as he specialises in our fusion genre. We decided to change our song as we felt it was a little inappropriate and found that it may be difficult to create a music video which would fit with the lyrics as well as being appropriate to show.
our target audience is 15 to young adults and also we feel this song is appropriate to our audience. the new song which we have chosen to create our music video for is "I know - Marcc Gregory". this song is fairly similar in regards to the genre of music, we feel it fits in better with our chosen genre as it has more of a R&B sound to it.
