Throughout my project i worked in a group of 4 consisting of myself, Colm Bouchez, Cam Ellis and Maria Elena. In my group I took specific responsibility for being both the editor and cameraman alongside with Cam Ellis.
Together as a group we made a music video for the Kaiser Chiefs “Everyday I Love You Less and Less” and the genre of this music video is punk/indy.
Before planning my music video I studied other videos that fitted our genre. From this we took their ideas into account and decided to use them in our video. For example the Kaiser chief’s “Everyday i love you less and less” fits into the Indy genre, therefore making it a much different and unique video compared to other genres such as Pop or Hip-hop, seeing as they consist of special effects and actors seeing as its a more mainstream type of music, ultimately making them have a bigger price range in which to make the video it’s self.
The 3 music videos I studied were:
“ Give up the gun”- Vampire Weekend
“ Can’t stop” -The Red Hot Chilli Peppers
“ Cousins”- Vampire Weekend
These 3 videos consist of a wide variety of different camera angles, stop motion and different techniques in which it’s been lip synched. This encouraged us to make our video similar because these factors all put together make a very unique and one of the kind sort of music video which would fit into our idea well. For instance “Give up the gun” by Vampire weekend consist of a tennis tournament which shows frustration, glory and pride. From this we used it seeing as we could use the frustration to show the loss of love, which is key to the video seeing as this is the major turning point in both Colm’s and Maria’s relationship.
All 3 music videos consist of the bands members doing random and strange things to keep the audience fascinated, amazed and entertained. From this they will keep clicking the “re-play” button which is what the producers intend and want them to do.
When deciding the song “Everyday i love you less and less” by the Kaiser Chiefs we had to study their background information, see what they were like as a band and what their target audience is.
From the research I found out that their music was based and aimed towards the younger generations, seeing as their music is Indy and relates to them rather than a 40 year old man or woman. From their recent tours it showed that many of their tickets were sold out, therefore ultimately meaning they are a popular band and by attracting these young audiences they are successful. From their music videos you can also see that its aimed for younger people seeing as they use unique but strange techniques in winning over the audience., for example in their music video “everyday i love you less and less” they have used:
A wide variety of camera shots, e.g. Point of view shot.
special effects etc.
By doing this they make their audience and fans click the replay button over and over again and by doing this they will become more popular and loved by their fans.
We studied music video conventions in Andrew Goodwin's “dancing in the Distraction factory” (1992). We decided that we would interpret the lyrics quite literally showing the boy become more irritated by the girl over a while series of scenes were she become increasingly annoying. We’ve also amplified the lyrics with using comical scenes involving badminton, coffee cups and chase scenes
We identified that lip syncing is an important conventions in all music videos, therefore we’ve made a feature of that convention with extreme ECUs of the girl’s red lips.
We show a clear relationship between our music and our visuals because we cut the clips to the beat.
We have quite a few close up of our stars faces, seeing as this is what the audiences want.
We have cast an attractive models for our singers and shown in a variety of different costumes and places.
We do use a very small element of performance when the music video opens as our leading star is playing with acrobatic drum stick work.
How the codes and conventions function in our music video.
Our project was successful as its meets the need for repeated viewing. Positive feedback from both YouTube and Facebook suggests that it witty, comical and playful.
I think we’ve made a video that fits the music and visuals well, meaning it fast paced, high spirited, energetic and playful.
One of the most successful features to our music video was the humour : the loss of love is exaggerated and we know this seeing as we got feedback saying it was. For example the viewers thought that the both the badminton scene and the chase scene were amusing, entertaining and comical.
I thought that my editing was successful : I kept it at a fast pace and linked the visuals with the lyrics .
the ECU of the lips was extremely effective. We turned it into a playful and almost comic book sequence, which we felt would attract our target audience.
Our music videos like many others, fetishizes the female body, for example in the lip sync. The lips attract others seeing as they are of a Marilyn Monroe style seeing as they are voluptuous and fill the frame so that the glossy red really hits the viewer.
How successfully the whole project answered the brief.