gang

1. By Tyler & Kyran

2.  Andrew Goodwin believed there were 7 conventions to a successful music video. These were:
1. Voyeurism- Voyeurism is seen very much in modern day music videos. A lot of artists in this era like to objectify women with in
their videos, they usually have them dancing with very little clothing on to catch the attention of people watching their music
videos.
1. Music & visuals- The main aspect of music & visuals is performance e.g. artist, dancers or actors. An example of this would be
a band or artist preforming the song synched to the instruments and voice of singer to create a live like performance from the
band as there music video.
2. Lyrics & visuals- Lyrics are sometimes used in music videos to create a general feeling and mood. By the use of visuals it can
be displayed to the viewer in a more simple format. Lyrics and visuals are used more a days due to an advance in modern day
technology.
1. Genre- genre is a key aspect that needs to be portrayed throughout a music video, it helps the audience understand the type of
music and relevance from the music to the visuals. This can be portrayed through the
2. mise-en-scence, themes and performance.
3. Close ups- Close up’s are an often used technique within music videos they can help present an emotion to the audience and
give a detail explanation into the mood behind the song. It’s a very common visual used in every genre of music. This will also
sell the image of the artist and create a connection between the audience and artist.
4. Inter textuality- inter textuaility is when media makes reference to another piece of media. The reference can be from another
music video’s, movies or even games. For example when movies have sound tracks such as fast and furious, wiz khalifa gone.
5. Star iconography- star iconography is the image that represents the star. Elements that are used to represent are usually things
such as hand gestures, dance moves, clothing, tattoos and hair styles. Each of these things can be idolised by the audience and
encourage a change in their own personal life due the artist.

3.  Music and visuals are made up of many aspects such as:
1. Tempo- which relates to speed.
2. PITCH- this is all about high and low notes.
3. RHYTHMS- drum beats and riffs.
4. DYNAMICS- this changes in volume and intensity.
5. INSTRUMENTATION- drums, keyboards, guitars, strings, bass, vocals etc..
This video of imagine dragons- demons is an excellent example of how music can be
illustrated and amplified to its full potential.
https://www.youtube.com/watch?v=mWRsgZuwf_8
The beginning of the song is very calm
and melancholy, this is mainly portrayed
by the high pitch notes on the keyboard
and the deep vocals by the leading
artist. These instruments go very well
with the establishing shot of the artist
which has been edited into slow motion
to emphasiese the mood being
presented. The shot chosen is a close
up which allows the audience to see the
emotions on the artists face.

4.  After the slow beginning the guitar and bass slowly creep in and build a
tension before the drum drops and the tempo of the song quickens and the
rhythm gets faster with a beat. This links to the video as the shot types
change and the editing changes from a slow to normal time speed. This has
a correlation between the beat and the editing and shot type. Throughout the
video the editing flicks back and forth between slow motion and normal time
speed which creates a clear vision to the different types of emotions on
display.

5. An example of when music and visuals have been linked is when Lauryn an actor gets up from the
table at the restaurant scene and walks away, its edited into slow motion. These visuals and the link to
the song emphasises the emotion of being annoyed and Tyler another actor loosing someone in one.
By drawing out that scene it allows the audience to connect with the artist. Throughout the video there
are cut scenes to the restaurant where the story line takes places. By adding this it creates a clear
understanding of the meaning behind the video and allows the reader to fully engage in what is taking
place and the true meaning of the song. I believe by using a storyline acting scene it has created a
professional music video, but this has been done by the links between the music & visuals. We also
decided to add performance from Tyler throughout the video, therefore it jumps back and forth to
create and performance from the artist of him signing but also of what he’s singing about such as the
event that has taken place.

6.  Visuals can be used for a variety of reasons such as to amplify, illustrate or display the lyrics. The main example
I’m looking to use is ‘Kanye west all of the lights’, throughout the video the lyrics are shown on the screen and
really amplify the lyrics of the song through visuals. This video really inspired me an Tyler therefore we included
elements of Kanye’s video into our through visuals of the lyrics.
 https://www.youtube.com/watch?v=HAfFfqiYLp0
 The most important thing about Kanye west’s video all of the lights is that the lyrics and vocals are in exact timing
with the vocals. Also words such as lights are emphaisesed by being flashed with loads of different colours.
 This is also something we looked to include within our video to enhance the emotion being portrayed by the actors in the
video. The text creates a stronger connection between audience and artist and can show hidden meanings and feelings. We
used bold white text to be clear as its only of the screen for minimal time, however we did include effects such as making the
text shake and disappear on the beat for extra affect. This was mainly for an appearance element but corresponds very well
with the video and its genre.

7.  Example 2: John Legend- Love me now is another music video that portrays
emotions of the lyrics but in a different format to kanye west. In john legends
video he uses his family in order to get across his message to ‘love him
now’. This is a very powerful messages as family is at the heart of love.

8.  There are loads of different elements that come together to create a genre.
There are many genres all with there own unique aspects that make them
different to other genres.
 ICONOGRAPHY – Means physicals symbols that represents a certain group, movement, belief
and faith.
 Consider the following for your chosen genre:
 Location / do the videos often feature similar settings?
 Colour design / are there certain colours or palettes used more?
 Clothes / what do the artists and performers tend to be seen in?
 Types of performance:
 Dancing
 Lip-sync
 Playing instruments
 Acting – narrative

9. The game and Tyga are two America rap/hip hop artists. In their video for the song
‘switch lanes’. The hip hop genre is represented to what we know it as in the modern day
world. They have incorporated props such as expensive car e.g. lambo, thousands of
pounds of jewelry and clothing. This is relevant to our video as we chose to create a
video in the hip hop industry, we tried to achieve the luxury lifestyle by adding a car and
good branded clothing. Another aspect to the hip hop genre is girls which you can see
dancing in the background of their video. Therefore we included a girl into our video to
meet the convention of genre in our music video.

10.  Voyeurism refers to watching or spying upon people engaged in intimate behaviors.
 Very often in modern day music videos women are viewed in a male perspective meaning with
very little clothing on dancing in sexual ways. They are seen as provocative to men, this is a
method used to incise people to watch the video and give a more sexier feel. By using voyeurism
in music videos I can create more sales to people that wouldn't’t normally buy the type of music
and it expands their market for sales.
 There’s no better artist to display voyeurism than Beyoncé ‘the sexiest women on the planet’ voted
by the public. She can be seen wearing very little clothing and looking sexy in many of her music
videos.
 https://www.youtube.com/watch?v=4m1EFMoRFvY
 Beyoncé- single ladies
 Voyeurism isn’t a convention we have chosen to use
 in our music video.

11.  Music videos are a very popular way for artist to create and develop their own iconography,
meaning things that symbolise themselves and star identity. For example when Kanye west first
began his hip/hop & rap career he continuously raped about his chose of clothing talking about
‘Polo shirts and bag packs’. Kanye developed a reputation for wearing these items of clothing and
even to this day has been mentioned in more modern music about his style when he first started
out. This style of clothing then went on to trend across the globe through Kanye’s star iconography.
We also chose to create our own star iconography with tyler using modern clothing such as black
jeans and denim jackets. This is very relevant within todays society.

12.  There are two effective ways a close up shot can be used. They are usually
used on the artist and performer in the music video for different reasons.
1. Intimacy: A close up shot can connect many different emotions between the
video and the audience. A close up shot creates an intimate relationship
between the viewer and the audience which feels very real.
2. Star identification: This allows the audience to get a real view of the artists
which creates a recognisable image.

13.  Close up shots were something me and Tyler believed were vital to include
within our video. We believed it created a very strong sense of emotion that
the audience to get an understanding of. This convention was very important
when creating our own video.

14.  Inter texuality occurs when one from of media makes reference to another. For
example a sound track to a song, where the video is in the film or elements to it are
very clear to see and make out. It can also be portrayed through artists, fashions,
celebrities, TV programmes and video games.
 https://www.youtube.com/watch?v=RgKAFK5djSk
 ‘’see you again’’ directly refers to the film ‘fast and furious’ it includes footage from the
film and props and the location throughout.
Me and Tyler haven't chose to use intertextualilty in our video as there are no links to any
other forms of media.