In order to gain access to the music video i used Youtube in order to find which piece of music i wanted to create the music video for. As there was very little ways of contacting the artist i left a comment on there video. The reason behind us choosing this video is due to it being a great choice of indie rock music, as well as the beat that the song has to offer isn't boring and is also varies in tempo which helps a lot when we have to edit to the beat. This song also doesn't currently have a music video so therefore it gave us an open opportunity in what we could mask up in order to produce one for this song.
The copyright infringement law was introduced in 1988, this is the reason being why we had to ask the owners of the music video if we could use it was due to it being an act of copyright. The copyright act is illegal and if you get caught using someones copyrighted media there can be serious consequences taken place. In order to gain permission/ access to the footage you may want to acquire you could always contact the artist in order to gain the permission, with solid evidence that you are allowed. There are some included copyright restrictions on Youtube, that if someone is to copy a video/music Youtube will mute it therefore no further copies of the music can be made.
One example of copyright that has been made within the music industry is Vanilla Ice taking the specific and unique backing track that queen had owned from the song Under Pressure. This song was preformed in 1981, and later on in the 1980's this is when Vanilla Ice decided to copyright the backing track.
Within this Lip syncing task we took several shots in order to complete it. The various shots that we used where close ups, low angle shots, we also used the dolly in order to record the backing singers and to get a circular view of the main singers. In order to complete this task some shots took a maximum of 3 takes. In order to get the low angle shot the camera was positioned on the floor in order to get the lowest possible angle we could. For the close up shots we got a tripod and positioned it close enough the singer to get a great view of there face to help with the lip syncing process. For the both dolly shots, we put the tripod in the dolly and as we filmed the footage someone had walked round the people that where singing in order to gain a circular view of the actors.
When this task came to the editing process I didn't find it as challenging that i thought it would be. The use of markers came in to help a lot in this task. With the markers put in place it allowed me to get through the editing process with ease. They allowed me to make markers where i needed to sync with my own footage. These made the process a lot more efficient and quicker. The way i used the layer is, the first video layer i had one main clip which was being played throughout then where i cut into the main clip through the layers above, i inserted more clips of different shots in order to fill the gaps. Making sure whilst i do that the video is still in sync.
Overall with the techniques used, i used them to my benefit to in order complete the task with ease. The help of markers, made the syncing of the footage a lot easier. Through the completion of this task it has given be the perks that are needed to be able to create good lip synced footage.
In order to create this clip sequence i used the Foo Fighters video in order to choose each clip within the music video and managed to draw each clip on a story board to be able to turn it into a video. After i had drew all the pictures for the story boards I took pictures of them with a digital camera of each individual image on the storyboards. I then uploaded the images onto the computer saving them, then importing them into Adobe Premiere.
This task was great in helping me discover the various shot types that had been preformed in the video, and maybe help me to incorporate them into my own music video when it comes to creating it. The timing of the shots also helps effect tho who video its self. As the pace in which the shots are created at adds great effect to the final video.
Once i had finished importing the clips into Adobe Premiere, I imported the music video in and placed it on the time line. Using the times that i had recorded for reference i edited each clip to the specific cuts on the video. There was an issue with the images due to them was being big. I therefore then added a crop effect to the imported images to make them the correct size for the composition. After i had done this to all the images i then imported the music video and with the positioning tool within Premiere i positioned it to the top right hand corner of the screen so that you could see the short animation and the actual music video be in sync.
One i had finished my editing i rendered the video and then uploaded it do Youtube so i could upload it to my blog.
Throughout making this animation i have learned a lot about shot variety when it comes to creating music videos. The fact that the various shots that there are to offer within "The Pretenders" makes the music video a lot more different and attractive to watch as there is always something different going on. Some of the various shots that have been used within this video are, band shots, Long shots, Side shots, low shots and closeups of instruments. There are also many more shots that are contained within the video but they where a selective few.
The pace of editing that is needed for the video portrays the emotion of the video as well as which genre it could be linked to. The pace of the editing is also another good way of getting the viewer engaged within the video. The fast paced editing helps represent maybe a rock song, whereas a slow beat/ slow paced editing may help represent a romantic, relaxing subtle piece of music.
When using Adobe Premiere to complete my task of editing to the beat i used various techniques and effects to do it effectively. In this post i will be listing the various things i carried out in order to get my end result. Heres some of the screenshots from the process i went through of making the video.
First of all i listened to the song, by doing this i was able to set markers to every beat in which i want to edit the song too. this allowed me to see where i need to cut the clips on. This will allow for a smooth cut and make sure that the cut is on point to the beat.
This is the screenshot after the timeline after i had finished editing the clips to the beat. Without the markers this would have been very difficult and time consuming therefore the added markers allowed me to get the job done a lot quicker that i wished to do so.
One of the effects i added was colour changer. This allowed me to specifically choose a colour and in this case i chose the red from the car. i then played with the percentages on the effect in order to change the car to pink.
Finally in order to create a split screen effect i layered two clips above one another. Then i added the crop affect to both the clips. I then changed the positioning of the clips using the movement tools the effect had to offer.
Finally i rendered out the video and here is my final result;
Through this creation of an editing to the beat task. From cutting to the beat and adding special effects i think that i have been successful throughout carrying out these tasks. The split screening used was in oder to introduce different scenes of music to one specific part of the song. The chroma key used allowed me the great opportunity to manipulate the video footage so i could edit colors of the characters or props within the creation of the video. The cutting to the beat within the video was really easy with the use of markers that Adobe Premiere has. This allowed the process of editing the footage a lot easier for me. The final product im impressed with as throughout carrying all the techniques it allowed me to create a great final editing to the beat example piece.
Andrew goodwin wrote a book called Dancing in the Distraction factory (1992). This book contained 6 key conventions. He said that each music video had to me sectioned into one or more these key conventions or any music video would have some of the 6 in them. Here are the six key conventions. - Music videos demonstrate genre characteristics ( stage performance in metal video, dance routine for girl/boy band ) From this video you can see that the girls are following a dance routine throughout. in most boy/girl bands during a music video they will be dancing in sync along time to the music. This follows the Andrew Goodwin convention of "music videos demonstrate genre characteristics." Throughout the first video we can see that Girls aloud throughout the video are all in sync when dancing and therefore don't cause the viewer any confusion when watching the video. Also all the girls are coloured them and this therefore also helps link into the dancing as there colour co-ordination helps match the scene that they are dancing in.
Here are some other examples of girl band in which use the convention of Andrew Goodwin.
The Sugarbabes
The Saturdays
- There is a relationship between lyrics and visuals (illustrative, amplifying and contradicting)
Within this music video there is a clear connection between the lyrics and the video. This is proven due to the objects that are on screen are being talked and clarified within the lyrics. This is a video that is clear in what it is showing and therefore follows Andrew Goodwin's convention of "There is a relationship between lyrics and visuals." another example of where this convention is portrayed is within the song "Hall of Fame" by the Script. The effectiveness of using this convention in a music video is that it is easy for you to see the clear link about what the video is talking about. however on the other hand the convention had its downfalls due to the videos can be quite boring to watch.
- There is a relationship between music and visuals (either illustrative, amplifying and contradicting) The arctic monkeys video is a great example in order to show the convention of the relationship between music and there visuals. This is displayed due to the music video relates to the visuals due to the visuals being almost a sound wave. The amplifying sound wave gives a great affect to the song due to its syncing to the music. The strengths of doing this convention is that it makes some music videos a lot easier to understand due to the music correlating to the video. However on the other hand this convention could be seen as quite boring as in some videos like the Artic monkey one below there isn't much going on.
- The demands of record label will include the need for lots of close-ups of the artist and this artist may then develop motifs which occur across their work. (a visual style). In Katy Perry's Roar there is a very unique visual style which is portrayed throughout the video. The vibrant colors and always within Katy Perry's music videos she seems to like to explore different words and with each one being unique. Within roar the word that Katy is induced in is a jungle type atmosphere. There is also somethings in the video that represent her has being the queen of the jungle as well as being like a mother figure. The key scene which could represent this is the scene where she is brushing an alligators teeth. The pros of this convention are is it allows artists to explore new routes of styles that can be added within there music videos. However the downside of this convention is that some artists may take it into consideration too much and make specific videos content a bit more sexual and therefore it may not be appropriate for the younger age groups.
- There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. Within Rhianna's "Whats my name," this convention is a good one to relate to the music video. Throughout the video drake who is the other singer within the video is very attracted to Rhianna and we see specific parts of just Rhianna's body for example when she is walking away to the fridge the only thing that is in shot is Rhianna's backside, we then see drake looking at it. this then leads on to it getting a bit intermittent between them both as they touch each other as well as the shots of the video help to portray the convention. The positives of this convention is that it may attract more people to come and watch the video seeing as there is some flesh on show. However seeing as this specific video has signs of nudity within it, may limit the audience who can watch the video.
- There is often intertextual reference (to films, Tv programs, other music videos, etc) With the music video from Jennifer Lopez "I'm Glad" has a great intertextual reference to the film "What a Feeling." the reason behind this is the music video is made the same way as the film was produced. The great thing about intertextual reference is that it can help promote movies through a popular artists music. The one negative thing about this is that if it is to alike to what it is trying to reference some people could get confused between the music video or the movie.
During the 1960's the Beatles where a big music group. They first feature was created in 1964, this was called "A Hard Day's Night." This film had been directed by Richard Lester. In order for the Beatles to broadcast there music over different countries they decided to make promotional videos in order to link with the video so it would be easier to do so. With the video it allowed the Beatles to promote there video without having to make several appearances in person, as the video would be there to take there place.
Promotional videos became a big thing after the success of "Bohemian Rhapsody" a Queen hit, it became regular to have a promotional video along side the music for the artists' single releases. These videos where then broadcasted on a popular Friday/Saturday TV show called "Top of the Pops" this was an opportunity for the artist to promote there videos without the need of being there. Another key form of promotion for bands will be the graphics of the album cover which helped attract customers to buy, it therefore appeals to a visual audience.
If the artist was not available for the promo of there video there would be a backup group called the "Pans people" This group made up several dances to link in with the music video if the artists could not make it. The reason in which the used "Pans people" was due to the fact the artists didn't have to repeat there performance if there song was complex. Also if the artist could not appear on the program each week as they usually had tours to attend. Especially the Queen song "Bohemian Rhapsody" which was number one for nine weeks.
Creating a Brand;
In order for artists to make money there usually sell themselves as a brand in this case the music video is a product of the band and there fore the artists hope that the people will buy into there band by buying there products. For some bands the sales point is where the image of the band is form example The Spice Girls had there own individual names. In order to create the brand they usually do this throughout the mise-en-scene, the video presented within the mise-en-scene, usually is a representation of the celebrities lives. Through out the many platforms the artists will usually try and keep the same image across the range such, music video, websites and cd covers. Another way of creating a brand is through a song rather and image. A good example of this is Ed Sheeran.
Marketing an image;
Lady gaga markets herself in more than one way, the main way is through her videos. Many of her videos seem very sexual and inappropriate. Even though that Lady Gaga's videos show meaning for the younger audience some of the things that get imitated within the video are not very appropriate for the children to see. Compared to Adele the video that she has produced represents confidence as it is all filmed within one Shot. I think that Adele's video is a lot more appropriate for a wider spread audience due to the content is has is very child friendly so anyone can watch it. The image within the music industry is very important for artists as it helps there fan base grow, and therefore there popularity increases.
Extension of income;
The music video is a great way for generating income for an artist. The whole idea of a music video is to attract people to purchase items corresponding to the artist/video. The several merchandise that maybe available to purchase may be, t-shirts, wristbands and key rings. The fact that the artists produce merchandise is to increase there profile of the artist and therefore encourages the audiences to attend there tours and festivals. The festivals maybe a place to sell merchandise and therefore offers the oppurtunity for product placement e.g. the perfumes that some celebrities produce, An example of this is Christine Aguillera & perfume (Not Myself Tonight).
Extension of outlets
The music video allows the artists coextend there outlets in which they choose to display the video on. Some examples of these are, music channels, websites, Youtube, smart phones. All these medias allow the video to be seen by more fans and therefore allow the possibility of the fan base to become bigger.
Synergy
Synergy is a good thing as its basically two thing benefiting from one. For example adele's song "Sky Fall" Adele benefits from this as she gets to be in the James Bond movie. Were as the James bond movie would benefit from the music video as there is footage of the film within the video. This therefore produces an audience for both film and music video.
The end of the music channel
With the introduction of the internet there was great competition between online platforms and music channels. Music channels were starting to become unpopular and was no longer a strong promotional platform to present music videos. The music channel had an high risk of become irrelevant and disfunctional. with the internet and websites such as Youtube it allowed there to be music that can be instantly accessible. Therefore "The Top Of The Pops" days have vanished.
Producers strategies
there are many several styles of artists these styles consist of, Major label, Independent and Artist self produced. The major record labels that artists can sign too are, Universal, Sony music, Warner Brothers and EMI. These labels are refereed to be the top 4 of all record label deals. The reason in which allows theses companies to give out record deals is the fact that they are backed up by conglomerates which also bring the company income. These can be anything from, film, TV and electronics. most of the major companies own smaller companies which there therefore license in order to reach different kinds of audiences for different genres
