Audience

1. Why is audience Important?
   The audience is important, for example if the music artist creates a music video that doesn't keep the audience happy then they will not even want to watch the video. The audience is the main reason the provider does things for, if their audience isn't happy then there isn't any point. This is how the artist or provider could lose money or sales or even the audience as a whole.
2. Explain the term mass audience?
   This is a large type of audience that the media or product or whatever it is, is designed for. An example of this would be something like the I phone which is for a very large amount of audience. Even the Apple company itself aims it at everyone and anyone who can use their products.
3. Explain the term niche audience?This is when a specific media product is aimed at a small group of audience for example a fishing magazine or a golf magazine because they are not the type of stuff that everyone would look at, only a minority would.
4.  How does media shape an audiences perceptions of the world?
   The media can shape an audiences perception in many ways, it could be in a positive or a negative way. An example of a negative perception was when two ten year old boys kidnapped a two year old baby boy called James Bulger who was tortured, abducted and then brutally murdered. The two ten year old's were inspired by the movie called Child's Play 3. They could also inspire people to do good and become successful, for example the rapper and multimillionaire Jay-Z wrote a book called Decoded and this could have inspired people to do what he did to become successful in the hip-hop industry and also a successful businessman.
5. How powerful are the media in influencing the ideas and behavior of the audience?The media is very powerful in the way they can influence each individuals behavior, they are able to manipulate their thought processes and make them to exactly what the media want. The audiences are basically the puppets of the media as the media are the puppeteers. For example when the media publish videos and adverts for people to use things like wrinkle reducing creams they will make the audience feel like they are aging, so they would then want to go and get the age wrinkling cream to use, to make themselves feel better about them. 
6. Explain the Blulmer and Katz theory? (The four areas)This theory was adapted from Laswells theory in1978. This theory looks at the four areas such as information, personal identity, social interaction and also entertainment. Information- this is the general interest, curiosity and seeking advice type of films, videos or even the internet etc. An example of this could be Google which nearly has everything on it. Personal identity- this is the identification in characters and also the insights of ones self. Social interactions- listening to conversations, finding out information about others and real life events and situations. An example of this is social networking sites such as Facebook and twitter. Entertainment- escaping relaxing and emotional release. Things that do this are soaps such as EastEnders or Hollyoaks that let you switch off and release stress for the time being.
   

Task 2- Understand styles, conventions and techniques of music videos

Research popular music genres in-concert and 'as live' footage 

There are different types of genres of music, you can not generalize it around a few genres that yo have just heard of. There is over 100 different music genres which are used in every different music video.

I am going to choose five different music genres and explain the codes and conventions of each of the different types of genres. I am going to talk about props that are used within the music video, the costumes, the location, the body language, the colors and symbols.

Hip-Hop and Rap

The first video which I will analyze is the music video called "whats up, whats haapin'"- T.I where he is talking about people reporting him to the police. The link for the video is; 

Props/Costumes- the props that are used within that video are jewellery, which is the expensive watches and the expensive neck pieces. He is also driving a car around, the car is a black challenger sitting on 22" Forgiato lto wheels. He customized the car to his liking but is promoting it for the company for other people to purchase or even try out. He also promotes the Audemar Piguet watches for the company as well as that he even promotes clothing, especially his own brand that he wears 'akoo.' He is also wearing baggy clothes within the video which shows that he is trying to look cool and show the style he likes. There are a lot of phones which are used within the video to communicate with one another. Within the video T.I also rides a push bike and the cameras are recording him while he is rapping at the same time.

Atmosphere- the atmosphere of the video is angry, as you can see he screw faces at the camera, also all of his friends are screw facing and looking angrily at the camera. The atmosphere is also calm throughout the music video other than when you at the peoples face reactions and emotions are then portrayed. 

Another example of a hip-hop music video is by Jay Z called hard knock life, the link is as follows; 

Another example of a rock music video is by Linkin Park called burnt it down, the link is as follows; 

Pop

Another music video which I analyzed was called "Live while were young" which was by one direction. In this video they are living life to the fullest by having parties and doing activities on the water etc. 

The link for this video is;

Props/Costumes- in this video they are wearing shirts and t-shirts with colored jeans or chino pants as they are called. They were also wearing different colored jackets and hey were also wearing different blazers. The clothing symbolizes the atmosphere and what kind of season it is, and they are trying to say that live life for the moment. 

Atmosphere- this video promotes a lively atmosphere where it will want to make people party, its like a party song. It hypes up the audience so that they get into a party mood so that they can vibe towards the music.

Another example of a pop music video is by JLS called one shot, the link is as follows;

In concert/ live 

The music video which I analysed for this was the Jay Z Encore/Numb music video. In the video he is doing a live performance with Jay Z which is recorded. The link for this music video was; 

Props/Costumes- in the music video Jay Z is wearing a simple shirt with a gold watch, where as Linkin Park is wearing a cap and a jumper/shirt. There are a lot of musical instruments used, such as music equipment known as the machine and also a lot of drums and guitars and pianos. 

Atmosphere- the atmosphere within the music is loud and a lively vibe, as Jay Z encourages his audience and the fans to scream to give that feeling. For example at one part of the performance he says, "If you want this encore, I need you to scream till your lungs are sore," this encourages the crowd to go wild and scream for Jay Z.

Another live and in concert music video is by Busta Rhymes Ft Linkin Park called we made it, the link is as follows;

Research videos that are created for animations, in concert/live, parody and homage 

Animations- these types of videos are made to look like animation while a realperson will be singing or a group will create their music video in the animation format. A video that does this really well is the music video called "My buddy" by 50 cent who is a rap artist. The link for this video is as follows;

 A quick synopsis of the video is that one of their friends from their entourage has been kidnapped, and there is a price on all of their heads as they all have to be killed. Now 50 cent and his friends have to go and rescue their mate who got kidnapped. 

Parody- these types of music videos are there to make the audience laugh about the music, for example if you look at this music video and if you click the link, the music video is actually by T.I who did an actual single called "Whatever you like." In the parody version there is a man dressed up as Barack Obama saying what he wants, but in the way that T.I would have done it. The link is as follows; 


In the video there is a guy dressed as Barak Obama and he is signing along to the song but he has got his own version, but the beat from the original music video. 

Homage- this is a tribute to someones life, for example if you look at the video for 2 pac Ghetto Gospel you can see how his life was and what he did but it is acted and done by someone else who is paying homage to him. It would influence people to find out more about his life etc. The link for 2 pac Ghetto Gospel is as follows;

A example of this is also Pacs Life by T.I and Ashanti. In this video they pay homage to 2pac and a tribute to his life, as they talk about him a lot and praise him. There is also a feature of 2 pac rapping on it. The link for this is as follows; 

Influence- these types of music video can either influence a person to do good, or it can influence them to do something bad. For example a UK underground rap music artist called Colours did a music video called Miyagi Monday Memory Lane which talks about all his bank robberies and the robberies that he carried out. He also talks about where he shops and goes clubbing. This video could influence a person to do such things if they are desperate for money or if they want recognition. The link for the music video is as follows; 

The music video lyrics can also inspire and influence someone to do what they say.

Pastiche- this is when you imitate an artist or a time period. For example candyman- Christina Aguilera in this video she imitates the world war in america. this is signified by when she uses the army fatigues for the men in her video. she is also in a diner which is set up as if it is an proper old diner after the war. This portrays the time frame she is talking and referring back to. The link for this music video is as follows; 

Analyzing Lyrics

"We Are Never Ever Getting Back Together"- Taylor Swift

I remember when we broke up the first time- Here she is reminiscing about the past and she explains what happened through it.

Saying,

"This is it, I've had enough," 'cause like- she sounds like she is being sarcastic the way she is speaking.

We hadn't seen each other in a month

When you said you needed space. (What?)

Then you come around again and say

"Baby, I miss you and I swear I'm gonna change, trust me." – she regrets the past and the chance she gave him. Remember how that lasted for a day? I say, "I hate you," we break up, you call me, "I love you."- This part of the lyrics shows mixed emotions from both sides.

Oooh we called it off again last night

But oooh, this time I'm telling you, I'm telling you

We are

never ever ever getting back together

We are

never ever ever getting back together

You go talk to your friends, talk to my friends, talk to me

But we are

never ever ever ever getting back together-the word never is repeated several times throughout the song, this shows the negativity and the fact she is ‘never’ going to get back with the guy. Like, ever...- when she speaks like this she is talking like she is still a teenager and she maybe being sarcastic. This part is not going along with the song so she maybe having the conversation with someone and then replying by saying 'like, ever.' I'm really gonna miss you picking fights

And me, falling for it screaming that I'm right

And you, would hide away and find your peace of mind

With some indie record that's much cooler than mine

This part of the song shows she has certainly made up her mind about him and she isn’t ever going to get back with him. This also shows that she maybe is being sarcastic whilst saying this.

Oooh, you called me up again tonight

But oooh, this time I'm telling you, I'm telling you

We are never ever ever getting back together

We are never ever ever getting back together

You go talk to your friends, talk to my friends, talk to me (talk to me)

But we are never ever ever ever getting back together

Oooh yeah, oooh yeah, oooh yeah

Oh oh oh

I used to think that we were forever ever

And I used to say, "Never say never..."

Uggg, so he calls me up and he's like, "I still love you,"

And I'm like... "I just... I mean this is exhausting, you know, like,

We are never getting back together. Like, ever"

No! She keeps emphaising this word showing how she feels and doesnt want him anymore.

From the lyrics that I have analyzed I would think that she is sitting alone in the music video, talking to herself about her past and her ex. Also I would think that the guy would be trying to get her back but she will end up rejecting him every time he comes around the house. I also think that in the video she will be wearing her pajamas and just sitting in the house crying and thinking about the past, the atmosphere would also be dark and sad. I also think that she would be alone and moping around the house and she wouldn't want anyone around her as she is going through a hard time.

However from the video she is dressed up and she is happy that she and her ex aren't going out anymore. This is portrayed when she is dancing around the house with her friends who are dressed fancy and their all having a laugh at the same time. The guy tries to get her back but he just doesn't try hard enough. Also the beat on the music video is upbeat and a happy beat unlike what I thought which was that it would be depressing. The video also has all of her friends having a laugh and making her happy whereas she was meant to be depressed from what I thought by analyzing the video.

 
"Ima Boss"

(feat. Rick Ross)

[Meek Millz:]

Look I

be ridin' threw my old hood,- in this part of the music video he could be riding through his old hood as he says. 

But I'm in my

new whip.- he's inside his new car.

Same old attitude, but I'm on that new shit.

They say they

gon' rob me, see me neva do shit. - He says someone is going to rob him, so they probably would try in the music video.Cause they know that's the reason that's gone end up on a news clip.- 

Audemar on my wrist... BUSTDOWN!

We

poppin' bottles like I scored the winnin' touchdown.- popping bottles such as champagne bottles and drink bottles. 

Memba meek dead broke?

Look at me up now.

I run my city from south philly back to uptown.

Thank God all these bottles I popped,

All this

paper I been gettin',- the profit and the income he's getting in big amount.

All these

models I popped.- sexual intercourse with hot models. 

I done sold 100, 000 before my album got drop'd.

And I'm only 23, I'm the shit now look at me, look at me.

I'm a boss like my nigga Rozay.

Shawty ask'd me for a check, I told that bitch like "no way! " -his girlfriend asking him for a cheque, and he will tell her no. 

Cause I made it from the bottom, it was neva no way.

And I neva had a job, you know I had to sell YAAAAY!

Bitch I'm a BOSS! He keeps saying this word showing and emphasising how he feels and what he is a 'boss.'

I call the shots.

I'm with the murder team,

Call the cops.- telling the people to call the cops

We in the building,

Ya'll are not.-

his in the building with his mates and his telling the others they are not.

You short on the paper, you gone ball or not?...

[Chorus:]

Bitch, I'm a BOSS!

[x2]

I plan the shots

I call the cost

We in the bitch',

It's goin' downnnnnn.

Yeaa I'm the king,

Now where my mu'fuckin' crown?

[Chorus:]

Bitch I'm a BOSS!

[x6]

I plan the shots

I call the cost

[Ricky Rozay:]

Got so many shades, they thought I

had a lazy eye.- He's got a lazy eye. 

Shorty rode me smooth as my mercedes ride.

No love, cry when only babies die.

And when I go that casket, better cost a hundred thou.

I pray to God I look my killer in his eyes.

Snatch his soul up out his shirt, let's take him for that ride. -Music video should have a spiritual scene. 

O.g. is one who standin' on his own feet.

A boss is one who guarantee we gone eat.

Fuck a blog dawg cause one day we gone meet.

I'm a spazz on yo' ass like I'm on E!

Or a double stack, better nigga, double that.

Jerry jones money nigga, you a runnin' back.

Hershall walker, bo jack, ricky waters,

Better run that dope back.

BOSS!

And I put that on my maybach.- his car maybach

Fo' hundred thou, bitch you wish you saved that...

[Chorus:]

Bitch, I'm a

BOSS![x2]- This word is repeated several times throughout the music video and lyrics, it signifies that he is saying he is a BOSS.

I play the shots

I call the cost

We in the bitch',

It's goin' downnnnnn.

Yeaa I'm the king,

Now where my mu'fuckin' crown?

[Chorus:]

Bitch I'm a BOSS!

[x6]

I plan the shots

I call the cost

[Meek Mill:]

Couple cars I don't neva drive,- there will be a couple of good cars there not touched or used at all. 

Bikes I don't neva ride,

Crib I ain't neva been,

Pool I don't neva swim,

Fool you ain't better than, I move like the president.

Err'thang black on black, you know I be strappin' that.

Ratt'n ass niggas walkin' round wearin' wires. witness protected witnesses wearing wires

Fuckin' up the game, got the hood on fire.

Bitch I'm a king, call me sire.

If you say I "don't run my city",

You a mu'fuckin' liar...

I'm a BOSS!- repeats that same word throughout the whole song.

You a fraud.

You cross the line, I get you murdered for a cost.

Out in Vegas, I twist them laws.

At the fight we watchin' Floyd, we on the floor. would assume he is watching Floyd Mayweather boxing.

YEAH! Scared money don't make no money,

If I eva go broke,

I'm a take yo' money,

I ain't neva dropped a dime,- never dropping money in the video

You ain't take nun from me,

In the hood err'day, his in the hood of his home town.

Bitch I'm good, what I say?...

Bitch I'm a BOSS!

[Chorus:]

Bitch, I'm a BOSS!

[x2]

I plan the shots

I call the cost

I thought that the music video would have Meek Mill walking through his old hood with new cars,  on his own talking about how he made it through the bottom to the top where he ought to be, I also thought that he would be talking to hot models and there would be some sort of scene with sexual intercourse. In the video I also thought that the atmosphere would be calm because he is only speaking about his past and also how he made it, so I thought he would be calm and excited about the life that he is living right now.

What actually happened was the total opposite and different from what I thought of the music video. At the beginning of the video there is a phone call from Rick Ross to Meek Mill telling Meek that Ross is coming through the block. Also he is there sat with all his mates rapping on a motorbike with his entourage and he is directly speaking and rapping to the audience. He then drives around the city in a Rolls Royce and also his bike with a whole load of people following him. His also wearing a lot of expensive jewellery and watches that symbolises his wealth at the moment. He also does hand gestures when he is rapping, to signify things, for example when he says "three" he puts three fingers up. The atmosphere for the music video is lively and it kind of hypes the audience up a lot. 

Camera Angles:

Oblique angle – is a shot when the camera is tilting.Bird’s-Eye View – this is when the camera is facing from the top over the head of a character. For example look at the picture bellow;

High Angle – this is when the camera is looking downwards. An example of this is bellow;

Eye-Level – this is a shot thats done from eye level, an example of this is shown bellow;

Low angles – this is the oposite of an high angle shot, it shot from the bottom to see the top, it also makes the object look bigger, for example;

Cutting to the beat

This is when the pictures or lyrics of the music is cut with the beat, for example if you look at certain lyrics you will be able to break it down and see when another scene related to the lyrics comes in the music video. It is when a scene cuts to another on a beat. An example of this would be;

Chroma key

This is a technique that is often used in music videos, it is when two images are layered or streamed together.

Miming and lip synching

This is when the artist will either mime the act or mime the music video lyrics, for example if they are on stage and have a bad throat they are most likely to lip synch, which means they will be just miming and synching their lips to their lyrics.

Effects

These are used in music videos to make something like a fantasy seem real, for example if you look at the music video bellow, it shows that they have thunder and lightning whenever they feel like it, however in reality you cant do that.

Task 1- Understanding the purpose of music videos

Task 1- Understanding the purpose of music videos

 

 

History Behind Music Videos

 

 

 

MTV-  Music Television was brought up and created in the 1980s. It was first launched on the 1st of August 1981, it is an American cable television which is based in New York City. The original purpose of this channel was to play the music videos guided on are by hosts. Since then now MTV has branched out and holds television program-mes on their such as 'MTV cribs,' as well as playing the music videos which are released nowadays.

 

 

 

 

Music Video- a music video is something like a short film explaining the lyrics that are used within the music, so people who find it hard to understand the lyrics they will be able to understand it through the music video.  

 

Music videos are the reason why most artists nowadays are successful and are able to be recognized all over the world just because of one or a couple of music videos. Music videos are short films or a video that is supported by music by the artist or producer; it also allows people to promote products or even the artists themselves. Music videos can also tell a story while the song is played simultaneously.

 

 

Bessie Smith was the first person to create the first music video in 1920, which was just a simple video with photographs and the music. In her music video ‘Baby wont you come home please,’ she is trying to get her emotions out and shown to the people who listen to it and especially Clarence Williams the person who stars in the video with her.

 

 

The link for the music video is; 

 

 

 

 

 

 

 

 

 

Purpose of a music video

 

 

There could be many purposes of a music video such as promoting the artist or even a product that they are using within the video. another purpose of the music video is to entertain the people so they can enjoy the song as well as watching the music video.

Another purpose of a music video is that it allows the audience and also the directors and the artist it self to be heard all around and over the world. By doing this they are creating a larger fan base for the artist and getting the artist recognised all over the world, through one simple and really good music video.

Another purpose of a music video is really important is so that they can bring in the money for the artist on their sales etc, as they say 'money makes the world go round.' Music videos also get out large messages across the world with just a broadcast on the television let it be if the message is important or not, it still does the job, but all in all music videos are made so that they could bring the money in, as this is a money driven world.

 

 

Narrative - is a video that is telling you a story logically or in a sequence, a good example of this is a music video by Dr Dre ft Eminem- I need a doctor. At the begin of the video you see Dre, he is near the sea which symbolizes that he has something on his mind so he has gone by the sea to take a walk to get his head clear. There are lots of close up shots at the beginning of the video that show his face, which are showing his emotions and how he is feeling. There are a lot of purposes behind this music video, one is that his career is coming to an end, and he needs to make a comeback after 11 years before dropping his DETOX album. His promoting his album and music throughout the video. The link for the music video is; 

 

 

 

 

 

Another video that does this is T.I’s GO GET IT music video. It tells you a story of his two lives that he has led. It shows you his glamorous life as a rapping artist who made it to the top, and then in the same video it shows you his ghetto, dope-dealing lifestyle before he became a rapper.There are close up shots of the rappers face, which shows the emotions he has within him, and in the ghetto life he is depressed and looks fed up of the life. Whereas if you see his glamorous life he is happy and has his friends around him and looks like he is enjoying life. The link for the music video is; 

 

 

Concept

 

 

A concept music video is when they are trying to send you a message throughout the song and video. The music video usually has a theme which will then be determined and a script will be written for it, and this can be serious, humorous or it can be both. These videos can be written or produced in anyway you desire from a parody to a documentary or which ever format you desire and want.

 

 

Another example of a video that is trying to give a message is the Madonna- Frozen music video. In this video she is saying and trying to convey a message that the people should open up their heart or its going to be frozen. At the begin of the music video you can sesne that its a dark and cold song, as she just falls and shatters into crows, crows symbolize depression and also death. In the song she is talking about love and how she loves someone and is scared to lose them. The link to the music video is;

  

 

Another example of a concept video is the Cadburys Gorilla Advert August 31st 2007. There is a gorilla who is sensing and sniffing the air waiting for itself to burst into action. The gorilla has played a human role in this video and is playing the drums like a human being would play it. The link for the video is;

 

 

 

 

Performance

 

 

Performance is a type of music video where the artist is performing, for example they could be playing an instrument or they could be singing or just performing something out of the extraordinary etc. A good example of a music video and an artist that does this is Linkin Park in the music video called 'Numb.' In the music video at the beginning of it there is a group of people with the artist in a room or hall type of space, and they are all playing different instruments getting the beat together, whilst the artist is performing on the mic. There are lots of close up shots, shot at the performer’s faces, and also long shots showing you the entire scenery. The link for the video is;

 

 

Research about various music videos and CD sales

T.I Go Get It- directed by Alex Nazari. The director Alex Nazari has also directed other famous rappers such as P-Diddy, Future, Ludacris, Curren$y, Whiz Khalifa, Lupe Fiasco and also T.I. Every video that Alex Nazari directed for those rappers made quiet a big hit on youtube, billboards and even national television. The music videos also get massive views all over the Youtube channels, for example when T.I recently released a video which was directed by Alex Nazari, it now has loads of views.

 

 

As you can see from the print screen above T.I's new music video 'Go Get It' has views of 4,716,980.

 

 

From the print screen above you can see that when he director Alex Nazari directs videos they are good, as they score massive scores and hits all over the internet. this must mean he is doing a good job whilst he is directing the video.

 

 

Another one of the videos he directed was the music video by Future ft Diddy & Ludacris- Same Damn Time (Remix), due to the country we are in it hasn't been made available for us but this is another successful video which he directed for the artists.

 

Another successful music video and the director who did this music video was Matt Alonzo, he did the music video called Martians vs Goblins- The Game Ft Tyler The Creator and Lil Wayne. This music video also was another really good and massive hit all over YouTube with massive views of 16,054,392

CD Sales 

This is the amount of CD's that are sold within a time period for example when Jay-Z released his collaborated album with Kanye-West the first couple of weeks the album would have sold a high amount. This is because there are fans out there that wanted to purchase their album. CDs can reach different statuses/certificates, for example they have silver, gold, platinum and diamond. You have to sell a certain amount of CD's to get to those statuses or certificates. The table bellow shows you how much you have to sell to get a gold, silver, platinum or even diamond. 

United States

Media	Silver	Gold	Platinum	Diamond
Album	100,000	500,000	1,000,000	10,000,000
Single	100,000	500,000	1,000,000	10,000,000
Music video	25,000	50,000	100,000	N/A

United Kingdom

Media	Silver	Gold	Platinum
Album	60,000	100,000	300,000
Single	200,000	400,000	600,000
Music video	N/A	25,000	50,000

 

The table above shows you how many sales you need to get any of those statuses or certificates, it shows the USA and the United Kingdom and how much are expected in both of those places.

 

Famous Record Labels and why? 

 

Roc-A-Fella Records- this record label was founded by Shawn "Jay-Z" Carter, Kareem "Biggs" Burke and Damon "Dame" Dash. The title of the label refers to an American Oil Magnate and business man called John D. Rockefeller. The record label operates as subsidiary of Universal Music Group and was distributed by The Island Of Def Jam Group. The reason why this record label is successful is because of the artists that are working under the name of this label, such as Jay-Z, Rhianna, Rita Ora, K-koke and many more. These are all new upcoming artists which the audience love and adore and want more from. Also another reason why this label is successful is because of the one of the founders, Jay-Z. The reason behind this is because he is a businessman and he knows how to operate in different sectors of the industry, also mainly because he knows his stuff.

 

Grand Hustle Records- this record label is based in Atlanta-Georgia founded in 2003 by a recording hip hop artist called T.I also known as Clifford Harris. Nowadays it operates as a subsidiary of Warner Music Group and this is distributed by Atlantic Records. The reason why this record label is much more successful than others is because it has branched out into the sectors of making movies as well as producing records and music videos and albums etc. Another reason why they are successful is because they sign up young successful upcoming artists that the audience like, an important example of this is when Grand Hustle a couple months ago signed up a young artist called Chipmunk, who already had the audience buzzing with his music. Grand Hustle did a quick job of signing him on for them. 

 

Maybach Music Group- this is another successful record label founded by current rapper Rick Ross. It is currently being distributed by Warner Bros Records which took over distribution following the expiration of a deal with Def Jam. The reason why this record is successful is because they sign up artists which are also upcoming and have made massive hits and are the controversial of this day and age. The music label have also expanded into creating clothing for their own record label, such as the clothing line Maybach Music clothing. The record company expand into different areas of music. They have even got a contract with Maybach- the car company.  

 

 

Research the following music video directors; Collin Tilley and David Fincher

 

Collin Tilley- he is a modern music video director. He has worked with various different and famous artists such as Chris Brown, Justin Bieber, Justin Timberlake, Nicki Minaj, 50 Cent, Lil Wayne, Diddy, Wiz Khalifa amongst many others. He also produced this video; 

 

The video he produced was "Bag of  money" by Wale and  Rick Ross, as you can see from the link the video is very modern as there is lots of effects used within it, there are lots of different camera shots and also the way they are portrayed. Its much more modern than any other videos.  
David Fincher- he is a music videos and film director who has directed many successful films and music videos. He directed big bugdet music videos for artists such as Madonna, The Rolling Stones and Michael Jackson as well as many other successful music artists. The link bellow is a music video which he directed for Michael Jackson; 


This video was based back in the days of the 1990s or earlier, and it was based within New York. The video was shot in a building with Michael himself and also alot of shots were shot within the elevator as this was the begining of the video. Later during the video they move to a big massive mansion and have a tremendous party there. This was just one of his successful music videos.

Task 2- Understand styles, conventions and techniques of music videos 

 

Research popular music genres in-concert and 'as live' footage 

 

There are different types of genres of music, you can not generalize it around a few genres that yo have just heard of. There is over 100 different music genres which are used in every different music video.

 

 

 

 

I am going to choose five different music genres and explain the codes and conventions of each of the different types of genres. I am going to talk about props that are used within the music video, the costumes, the location, the body language, the colors and symbols.

 

Hip-Hop and Rap

The first video which I will analyze is the music video called "whats up, whats haapin'"- T.I where he is talking about people reporting him to the police. The link for the video is;
 

Props/Costumes- the props that are used within that video are jewellery, which is the expensive watches and the expensive neck pieces. He is also driving a car around, the car is a black challenger sitting on 22" Forgiato lto wheels. He customized the car to his liking but is promoting it for the company for other people to purchase or even try out. He also promotes the Audemar Piguet watches for the company as well as that he even promotes clothing, especially his own brand that he wears 'akoo.' He is also wearing baggy clothes within the video which shows that he is trying to look cool and show the style he likes. There are a lot of phones which are used within the video to communicate with one another. Within the video T.I also rides a push bike and the cameras are recording him while he is rapping at the same time.

Atmosphere- the atmosphere of the video is angry, as you can see he screw faces at the camera, also all of his friends are screw facing and looking angrily at the camera. The atmosphere is also calm throughout the music video other than when you at the peoples face reactions and emotions are then portrayed. 

Another example of a hip-hop music video is by Jay Z called hard knock life, the link is as follows;




Another example of a rock music video is by Linkin Park called burnt it down, the link is as follows;

 

Pop

 

Another music video which I analyzed was called "Live while were young" which was by one direction. In this video they are living life to the fullest by having parties and doing activities on the water etc. 

The link for this video is;
 

Props/Costumes- in this video they are wearing shirts and t-shirts with colored jeans or chino pants as they are called. They were also wearing different colored jackets and hey were also wearing different blazers. The clothing symbolizes the atmosphere and what kind of season it is, and they are trying to say that live life for the moment. 

 

Atmosphere- this video promotes a lively atmosphere where it will want to make people party, its like a party song. It hypes up the audience so that they get into a party mood so that they can vibe towards the music.

 

Another example of a pop music video is by JLS called one shot, the link is as follows;

 

 

In concert/ live 

The music video which I analysed for this was the Jay Z Encore/Numb music video. In the video he is doing a live performance with Jay Z which is recorded. The link for this music video was; 

 

Props/Costumes- in the music video Jay Z is wearing a simple shirt with a gold watch, where as Linkin Park is wearing a cap and a jumper/shirt. There are a lot of musical instruments used, such as music equipment known as the machine and also a lot of drums and guitars and pianos. 

Atmosphere- the atmosphere within the music is loud and a lively vibe, as Jay Z encourages his audience and the fans to scream to give that feeling. For example at one part of the performance he says, "If you want this encore, I need you to scream till your lungs are sore," this encourages the crowd to go wild and scream for Jay Z.

 

Another live and in concert music video is by Busta Rhymes Ft Linkin Park called we made it, the link is as follows;

 

 

Research videos that are created for animations, in concert/live, parody and homage 

Animations- these types of videos are made to look like animation while a realperson will be singing or a group will create their music video in the animation format. A video that does this really well is the music video called "My buddy" by 50 cent who is a rap artist. The link for this video is as follows;

 

A quick synopsis of the video is that one of their friends from their entourage has been kidnapped, and there is a price on all of their heads as they all have to be killed. Now 50 cent and his friends have to go and rescue their mate who got kidnapped. 

Parody- these types of music videos are there to make the audience laugh about the music, for example if you look at this music video and if you click the link, the music video is actually by T.I who did an actual single called "Whatever you like." In the parody version there is a man dressed up as Barack Obama saying what he wants, but in the way that T.I would have done it. The link is as follows; 
















In the video there is a guy dressed as Barak Obama and he is signing along to the song but he has got his own version, but the beat from the original music video. 

Homage- this is a tribute to someones life, for example if you look at the video for 2 pac Ghetto Gospel you can see how his life was and what he did but it is acted and done by someone else who is paying homage to him. It would influence people to find out more about his life etc. The link for 2 pac Ghetto Gospel is as follows;

A example of this is also Pacs Life by T.I and Ashanti. In this video they pay homage to 2pac and a tribute to his life, as they talk about him a lot and praise him. There is also a feature of 2 pac rapping on it. The link for this is as follows; 

 

Influence- these types of music video can either influence a person to do good, or it can influence them to do something bad. For example a UK underground rap music artist called Colours did a music video called Miyagi Monday Memory Lane which talks about all his bank robberies and the robberies that he carried out. He also talks about where he shops and goes clubbing. This video could influence a person to do such things if they are desperate for money or if they want recognition. The link for the music video is as follows; 

 

The music video lyrics can also inspire and influence someone to do what they say.

Pastiche- this is when you imitate an artist or a time period. For example candyman- Christina Aguilera in this video she imitates the world war in america. this is signified by when she uses the army fatigues for the men in her video. she is also in a diner which is set up as if it is an proper old diner after the war. This portrays the time frame she is talking and referring back to. The link for this music video is as follows; 

 

Analyzing Lyrics

 

"We Are Never Ever Getting Back Together"- Taylor Swift

I remember when we broke up the first time- Here she is reminiscing about the past and she explains what happened through it.

Saying,

"This is it, I've had enough," 'cause like- she sounds like she is being sarcastic the way she is speaking.

We hadn't seen each other in a month

When you said you needed space. (What?)

Then you come around again and say

"Baby, I miss you and I swear I'm gonna change, trust me." – she regrets the past and the chance she gave him. Remember how that lasted for a day? I say, "I hate you," we break up, you call me, "I love you."- This part of the lyrics shows mixed emotions from both sides.

 

Oooh we called it off again last night

But oooh, this time I'm telling you, I'm telling you

 

We are

never ever ever getting back together

We are

never ever ever getting back together

You go talk to your friends, talk to my friends, talk to me

But we are

never ever ever ever getting back together-the word never is repeated several times throughout the song, this shows the negativity and the fact she is ‘never’ going to get back with the guy. Like, ever...- when she speaks like this she is talking like she is still a teenager and she maybe being sarcastic. This part is not going along with the song so she maybe having the conversation with someone and then replying by saying 'like, ever.' I'm really gonna miss you picking fights

And me, falling for it screaming that I'm right

And you, would hide away and find your peace of mind

With some indie record that's much cooler than mine

 

 

This part of the song shows she has certainly made up her mind about him and she isn’t ever going to get back with him. This also shows that she maybe is being sarcastic whilst saying this.

 

Oooh, you called me up again tonight

But oooh, this time I'm telling you, I'm telling you

 

We are never ever ever getting back together

We are never ever ever getting back together

You go talk to your friends, talk to my friends, talk to me (talk to me)

But we are never ever ever ever getting back together

 

Oooh yeah, oooh yeah, oooh yeah

Oh oh oh

 

I used to think that we were forever ever

And I used to say, "Never say never..."

Uggg, so he calls me up and he's like, "I still love you,"

And I'm like... "I just... I mean this is exhausting, you know, like,

We are never getting back together. Like, ever"

 

No! She keeps emphaising this word showing how she feels and doesnt want him anymore.

 

 

From the lyrics that I have analyzed I would think that she is sitting alone in the music video, talking to herself about her past and her ex. Also I would think that the guy would be trying to get her back but she will end up rejecting him every time he comes around the house. I also think that in the video she will be wearing her pajamas and just sitting in the house crying and thinking about the past, the atmosphere would also be dark and sad. I also think that she would be alone and moping around the house and she wouldn't want anyone around her as she is going through a hard time.

 

 

However from the video she is dressed up and she is happy that she and her ex aren't going out anymore. This is portrayed when she is dancing around the house with her friends who are dressed fancy and their all having a laugh at the same time. The guy tries to get her back but he just doesn't try hard enough. Also the beat on the music video is upbeat and a happy beat unlike what I thought which was that it would be depressing. The video also has all of her friends having a laugh and making her happy whereas she was meant to be depressed from what I thought by analyzing the video.

 

 

 
"Ima Boss"

 

(feat. Rick Ross)

 

 

 

 

[Meek Millz:]

Look I

 

be ridin' threw my old hood,- in this part of the music video he could be riding through his old hood as he says. 

But I'm in my

 

new whip.- he's inside his new car.

Same old attitude, but I'm on that new shit.

They say they

 

gon' rob me, see me neva do shit. - He says someone is going to rob him, so they probably would try in the music video.Cause they know that's the reason that's gone end up on a news clip.- 

Audemar on my wrist... BUSTDOWN!

We

 

poppin' bottles like I scored the winnin' touchdown.- popping bottles such as champagne bottles and drink bottles. 

Memba meek dead broke?

Look at me up now.

I run my city from south philly back to uptown.

 

Thank God all these bottles I popped,

All this

 

paper I been gettin',- the profit and the income he's getting in big amount.

All these

 

models I popped.- sexual intercourse with hot models. 

I done sold 100, 000 before my album got drop'd.

And I'm only 23, I'm the shit now look at me, look at me.

I'm a boss like my nigga Rozay.

 

Shawty ask'd me for a check, I told that bitch like "no way! " -his girlfriend asking him for a cheque, and he will tell her no. 

Cause I made it from the bottom, it was neva no way.

And I neva had a job, you know I had to sell YAAAAY!

 

Bitch I'm a BOSS! He keeps saying this word showing and emphasising how he feels and what he is a 'boss.'

I call the shots.

I'm with the murder team,

Call the cops.- telling the people to call the cops

We in the building,

Ya'll are not.-

his in the building with his mates and his telling the others they are not.

You short on the paper, you gone ball or not?...

 

[Chorus:]

Bitch, I'm a BOSS!

 

[x2]

I plan the shots

I call the cost

 

We in the bitch',

It's goin' downnnnnn.

Yeaa I'm the king,

Now where my mu'fuckin' crown?

 

[Chorus:]

Bitch I'm a BOSS!

 

[x6]

I plan the shots

I call the cost

 

[Ricky Rozay:]

Got so many shades, they thought I

 

had a lazy eye.- He's got a lazy eye. 

Shorty rode me smooth as my mercedes ride.

No love, cry when only babies die.

And when I go that casket, better cost a hundred thou.

I pray to God I look my killer in his eyes.

 

Snatch his soul up out his shirt, let's take him for that ride. -Music video should have a spiritual scene. 

O.g. is one who standin' on his own feet.

A boss is one who guarantee we gone eat.

Fuck a blog dawg cause one day we gone meet.

I'm a spazz on yo' ass like I'm on E!

Or a double stack, better nigga, double that.

Jerry jones money nigga, you a runnin' back.

Hershall walker, bo jack, ricky waters,

Better run that dope back.

BOSS!

And I put that on my maybach.- his car maybach

Fo' hundred thou, bitch you wish you saved that...

 

[Chorus:]

Bitch, I'm a

 

BOSS![x2]- This word is repeated several times throughout the music video and lyrics, it signifies that he is saying he is a BOSS.

I play the shots

I call the cost

 

We in the bitch',

It's goin' downnnnnn.

Yeaa I'm the king,

Now where my mu'fuckin' crown?

 

[Chorus:]

Bitch I'm a BOSS!

 

[x6]

I plan the shots

I call the cost

 

[Meek Mill:]

 

 

Couple cars I don't neva drive,- there will be a couple of good cars there not touched or used at all. 

Bikes I don't neva ride,

Crib I ain't neva been,

Pool I don't neva swim,

Fool you ain't better than, I move like the president.

Err'thang black on black, you know I be strappin' that.

Ratt'n ass niggas walkin' round wearin' wires. witness protected witnesses wearing wires

Fuckin' up the game, got the hood on fire.

Bitch I'm a king, call me sire.

If you say I "don't run my city",

You a mu'fuckin' liar...

 

I'm a BOSS!- repeats that same word throughout the whole song.

You a fraud.

You cross the line, I get you murdered for a cost.

Out in Vegas, I twist them laws.

At the fight we watchin' Floyd, we on the floor. would assume he is watching Floyd Mayweather boxing.

YEAH! Scared money don't make no money,

If I eva go broke,

I'm a take yo' money,

I ain't neva dropped a dime,- never dropping money in the video

You ain't take nun from me,

In the hood err'day, his in the hood of his home town.

Bitch I'm good, what I say?...

Bitch I'm a BOSS!

 

[Chorus:]

Bitch, I'm a BOSS!

 

[x2]

I plan the shots

I call the cost

 

 

 

 

 

I thought that the music video would have Meek Mill walking through his old hood with new cars,  on his own talking about how he made it through the bottom to the top where he ought to be, I also thought that he would be talking to hot models and there would be some sort of scene with sexual intercourse. In the video I also thought that the atmosphere would be calm because he is only speaking about his past and also how he made it, so I thought he would be calm and excited about the life that he is living right now.

 

 

What actually happened was the total opposite and different from what I thought of the music video. At the beginning of the video there is a phone call from Rick Ross to Meek Mill telling Meek that Ross is coming through the block. Also he is there sat with all his mates rapping on a motorbike with his entourage and he is directly speaking and rapping to the audience. He then drives around the city in a Rolls Royce and also his bike with a whole load of people following him. His also wearing a lot of expensive jewellery and watches that symbolises his wealth at the moment. He also does hand gestures when he is rapping, to signify things, for example when he says "three" he puts three fingers up. The atmosphere for the music video is lively and it kind of hypes the audience up a lot. 

 

Camera Angles:

Oblique angle – is a shot when the camera is tilting.Bird’s-Eye View – this is when the camera is facing from the top over the head of a character. For example look at the picture bellow;

High Angle – this is when the camera is looking downwards. An example of this is bellow;

 

Eye-Level – this is a shot thats done from eye level, an example of this is shown bellow;

 

Low angles – this is the oposite of an high angle shot, it shot from the bottom to see the top, it also makes the object look bigger, for example;

 

 

 

Cutting to the beat

This is when the pictures or lyrics of the music is cut with the beat, for example if you look at certain lyrics you will be able to break it down and see when another scene related to the lyrics comes in the music video. It is when a scene cuts to another on a beat. An example of this would be;

 

 

Chroma key

 

This is a technique that is often used in music videos, it is when two images are layered or streamed together.

 

Miming and lip synching

 

This is when the artist will either mime the act or mime the music video lyrics, for example if they are on stage and have a bad throat they are most likely to lip synch, which means they will be just miming and synching their lips to their lyrics.

 

Effects

 

These are used in music videos to make something like a fantasy seem real, for example if you look at the music video bellow, it shows that they have thunder and lightning whenever they feel like it, however in reality you cant do that.