For this post, I will need to write up a music video brief, and all of the necessary details and information, in which my artist is about.
The song in which I have chosen to do, is Sabi - Wild Heart, and this song in particular has a RnB/Dance feel to the song. Therefore my artist will need to fit in with the codes and conventions of this particular genre. In general dance music videos do not have any consistent codes and conventions; therefore I can make my music video rather spontaneous.
About my artist:
My artist is a cool, funky and urban character who is confident, edgy and rather an outcast in comparison to the everyday female you find in society nowadays.
The name of my artist:
The name I chose for my artist is Aisha T. I have decided on this name simply because it is an uncommon name which has a trendy and urban vibe to it.
This is my first journal post. I will be posting regulary on a weekly basis, in order to provide signs of progression in which I am making with my music video project. At current I have chosen what song I owuld like to do my musidc video on, and I am also currently negotiating between ideas of what ot include in my video, in order to make it look as creative, and effective as possible.
What have I done this week in Media?
This week in Media I have completed the following:
I have chosen which song I would like to base my music video on. The song being Sabi - Wild Heart
I have started brainstorming ideas, of what I would like to include in my music video
I have looked into different artists, and analysed their videos
I have researched into Andrew Goodwin's theory
I have created and completed my case study of a well established music video director
The song I have chosen:
Below is the song I have chosen
Sabi - Wild Heart
Why have I decided to use this song?
I have chosen to use this particualr song, simply because I feel that it is a good up-tempo song, which has an inner message; which can solely be expressed with a music video. The lyrics within th esong are appealing, useful and more importantly meaningful.
Ideas in which I have:
At current, I have a few intial ideas in which potentially require developing. My ideas are as follows:
As the song is entitled "Wild Heart", I feel to use the item of a heart, to good effect
I would like to match the visuals with the lyrics, which is commonly found in a lot of videos
I would like to have a narrative element, simply because it would add good meaning to the song
I would like to use a lot of cross cutting - Again this is typically found in a music video
I would like to potentially use a time lapse as it would be relevant ot the song and the narrative element ideology I have
What's next?
Fo rthe rest of week, I will continue brainstorming ideas, and eventually upon brainstorming, I will be able to develop ideas, in which I will potentially use in my music video. I will also look into creating my brief as the briefs in which I was given, does not fit in with my choice of artist. Therefore, I will dedicate, a blog post to my own brief, and wha tmy artist name will be; as well as my artists character will be explained.
For my case-study, I have decided to look into the music video director, Colin Tilley. Colin Tilley is a very popular music video director who has done a lot of notable music videos, ranging for artists like; Chris Brown, Justin Bieber, JLS, Nicki Minaj, Tyga & a lot of other famous artists.
Below is a collection of his work:
(Chris Brown & Chipmunk - Champion)
(Tyga - Faded)
(JLS - She Makes Me Wanna)
(Justin Bieber & Chris Brown - Next To You)
Above is Colin Tilley's showreel. I decided to post this in particular simply because, it is a collection of Colin's work. This video in fact acts as a portfolio for Colin Tilley. At the beginning of the video, there is a small snippet of Lil Wayne; and in fact he is describing what he feels in regards to his music video which Colin directed.
Above is my presentation about Colin Tilley. Within the presentation, I have included: Images of Colin, a portfolio of work, a list of his work, images on set and analysis of a video of his. I have also included analysis of his earlier work in which I found to be interesting.
For this blog post, I will be looking into one of my favourite music videos, and I will be carefully describing what I like about the video, what I find interesting and what elements of the music video fit into Andrew Goodwin's music video theory.
The above music video in which I particularly enjoy is by the band Cover Drive, and the song is entitled "Lick Ya Down".
Why do I like this video?
I enjoy this music video as it is creative, colourful, vibrant and very appealing as well as enjoyable to a large demographic.
The music video starts off with this shot as it's opening shot. This particular shot basically underlines what the meaning of the song title "Lick ya Down" is. I specifically feel that a shot like this is of relevance as it describes the purpose of the song, and adds a friendly vibe, as some people may get the wrong impression of what the song is about and what the genre is.
One of the codes and conventions in which Andrew Goodwin underlined was the fact that a series of close-ups are visible in order to sell the artist. As it is clearly visible hear, the lead singer of Cover Drive is being shown with a close-up shot. The purpose of course is to sell the artist, and by using a significant close-up like this one, a larger demographic is also created. For example, due to Amanda's character and looks, the male audience may be interested in the video; as well as teenagers, who initially the song is aimed at.
This screenshot in which I have captured presents a link and a relationship between the lyrics and the visuals. Andrew Goodwin again mentioned this in his codes and conventions. The shot above, is showing, lyrics which are currently being sung in the video. This can be seen as appealing, simply because the audience can sing along and feel a connection with the artist.
The above screenshot is showing Cover Drive, the band performing. This shot is a genre characteristic as with most genres of music, the band playing, usually has a shot of them performing. This again is the same procedure with this music video. Shots like this can be seen as beneficial as the audience get the opportunity to view the band perform, and potentially see what characters there are.
This shot is another great still to analyse mainly because this individual shot can be seen as a reference to Bob Marley and his styple from the Carribbean. O f course, Covr Drive are too from the Carribbean; therefore a similarity has been created, which is appealing to a wider audience. This shot of one of the groups member is incredibly similar to the theme and style of Bob Marley.
For this blog post, I will be analysing Geri Halliwell's music video entitled 'Raining Men'.
The music video above is a key music video to look into and analyse; as it fits within Andrew Goodwin's theory of codes and conventions in which a music video usually has, or commonly requires. The song and music video fit in with the genre of pop, and this is portrayed within the following genre characteristics.
Genre Characteristics:
Mainstream Pop
Performance in a location
Dance Routine
Element of Narrative
The above screenshot clearly identifies the element of the use of narrative which is visible. In this screenshot, you can see five judges, these judges portray the fact that Geri is playing a character who is undergoing a journey.
Visuals and lyrics:
A connection between the visuals and lyrics is another code in which Andrew Goodwin claimed. This particular convention is communicated within this video as in the video there is a shot of rain; and of course the title of song is raining men. Therefore a connection is made.
As you can see above, this is a shot in which it is currently raining; whilst the song is called 'Raining Men.
Visuals and music:
The connection between the visuals and music is demonstrated in the following:
There is a change in pace in the song. This is echoed in the editing
The change of location changes within the music
The video is cutting at the beat which provides a connection
Selling the artist:
Geri Halliwell has completely revamped her image and reputation with this music video. For example, prior to this music video she was labelled as 'Ginger Spice', whilst in this music video she certainly does not live up to this name.
How is Geri sold?
Changes in costume - Use of the male gaze theory
Several close-ups used for identity
Central Framing
Showing off her talent
Her new image is sold through the notion of rebirth
Use of voyeurism
The above screenshot portrays Geri's new image, and this fits in with the male gaze theory which is commonly used in the media. The fact that Geri is walking around semi-naked expresses the ideology that she wants to be known as; sexy, confident and imaginative.
Target Audience:
The demographic of this music video is rather broad; as the use of shots like the above, simply put the male target audience as the primary focus group for enjoying this video. However also due to Geri's connection with the Spice Girls. Females and older teenagers may be interested, simply because of what her previous image and reputation were.
Intertextuality:
Intertextuality is portrayed in the video as there are references to Michael Jackson's 'Thriller'.
As it is aware, this particular shot demonstrates a similarity to Michael Jackson's 'Thriller' through the fact that the shot has been constructed rather the same in comparison to 'Thriller'.
Andrew Goodwin is a media theorist who came up with the concept of the codes and conventions of music videos:
The codes and conventions being as follows:
The record company demands for exposure of the artist. This will mean a lot of close-up shots of the singer/band.
There will be a relationship to music and visuals.
There will be a relationship to lyrics and visuals
There will be genre characteristics. For example; Rock Videos, will traditionally show Live performances; whilst Hip-Hop Videos will normally show a wealthy, gangster looking lifestyle.
There willl be references to the notion of looking. For example Television Screens, Mirros, people looking at each other or at the audience.
There will be some method of intertextual referencing.
Coldplay's music video fo their hit single entitled Paradise, has made a significant impact in the purpose of music videos.
Key Points about Coldplay - Paradise:
The music video has a narrative element to it. For example, the opening shot is very film-like. this creates a satisfactory mood; as it gives the music video a feel good factor
The use of the setting of a zoo connotes a journey, in which the main character being th elephant experiences
The music video has it's own plot. The plot being how an elephant makes a journey from escaping from azoo, to eventually landing in paradise
Again with this music video, the lyrics match the visuals. For example, the use of cardboard expresses the lyricsw which are being sung
The setting at the beginning of the music video is very iconic. For example the locating being London city has been expressed well through the use of an underground station being in the video. This is iconic and incredibly significant
The above screenshot is one of the opening shots in Coldplay's music video. As it is aware, this particular shot has been constructed to look like a shot from a film. In particular, this shot has the connotations of what a film title sequence usually looks like; in regards to the construction of the lighting and the framing.
The above screenshot in which I have captured portrays and shows Coldplay's music video in a different dimension, by the fact that it is very fantasy like; as it's incredibly unlikely for a an elephant to appear in jail at a zoo. However this particular screenshot mathches a relationship between one of Andrew Goodwin's codes and conventions by the fact that the visuals match the meaning of the song. "An elephant is searching for paradise". "Para-Para-Paradise"
This screenshot is a genre characteristic as it is stereotypically a music video which fits in the genre of rock. For example, rock videos traditionally have live performances which show the band performing, and again this is the same with this music video.
Jay-Z's music video for his hit single 99 Problems is a trademark video in which arguably defines a successful music video
Key Points about this music Video:
Shaky, handheld use of camera sets off the connotation of an eventful lifestyle which artist Jay-z is involved within
The use of the setting of Downtown New York (Brooklyn Bridge) suggests a streotypical ghetto, urban lifestyles in which Jay-Z surrounds himself with
The lyrics fit in within the visuals. This is applicable to Andrew Goodwin's theory. For example, a shot of several radios is shown;upon Jay-Z singing the lyrics which include the term "Radio"
Genre Characteristics are used. For instance, the music video is within the genre of Hip-Hop/Rap. Therefore shots implying a crimal lifestlye are communicated. SHots of half-nakled girls, jail and rich jewellry.
Editing technique - Black and White. This connotes a feel good vibe ti the video, as the music video seems much more traditional and applicable with the black and white edit.
Good use of cinematography: Low Angkle still - Connotes Jay-Z's power and significance.
There are continious shots with 'Exit Signs', which imply a recurring motif.
Recurring use of "The Diamond" sign. This suggests promotion of Jay-Z's own record label entitled Roc-A-Fella Records.
Voyeuristic treatment of women. For instance, they are treated in a scophilic manor. Therefore representing and amplifying the message of the story.
The above screenshot in which I have captured is an intertextual reference ro Rick Rubens, who is a record label founder, and a strong supporter of Hip-Hop Music.
This screenshot shows a ghetto lifestyle in which exists within Jay-Z's life. The inclusion of this particular shot is essential, as it gives us as the audience an insight into what type of musician Jay-Z is. And of course with this still, we are made aware of Jay-Z's genre of music and his independent style.
The above screenshot amplifies Jay-Z's genre of music significantly as Hip-Hop/Rap is renowed for it's voyeuristic use of women, and the female body. This still clearly shows a woman walking around with exotic clothing; hence the use of scophilia being communicated.
This screenshot shows an understanding and a connection between the visuals and lyrics. Again this underlines Andrew Goodwin's theory. For example. it is clearly shown in the music video of people being locked up and in jail. Whilst in this particular shot, a man is in "Jail" and at this point the lyric of 'jail' is being sung.
Jay-Z is known to be a music legend and arguably one of the best Rappers of all time. His stereotypes include being:
A family man
An American Gangster
Both of these stereotypes are potentially portrayed within his music videos.
The Music Video above is of Jay-Z's collaborative single entitled "Forever Young" with Mr Hudson. This particular music video demonstrates Jay-Z's stereotype of being a family man by the fact that the song and video is regarding the life of children and being young. The music video in particular features children and the life in which they possess. Jay-Z is constructed as a family man within this music video of his by the fact that he is portrayed as caring for children, and being loyal and gentlemen like.
This music video is of one of Jay-Z's trademark songs entitled 99 Problems. This track was released way before Jay-Z was a family man; and therefore it shows Jay-Z as being the streotypical American Gangster as the music video featurws typical hip hop clothing, typical hip hop language and Brooklyn Bridge which is notorius and a symbolic area for the life of crime.
1995-97
Jay-Z's career in music initially started out in 1995 despite the fact that he was not signed to either a major or independent record label. He in fact created his own record label entitled Roc-A-Fella Records alongside good friends, Kareem Biggs and Damon Dash. After striking a deal with Priority Records to distribute his material, Jay-Z released his 1996 debut album entitled Reasonable Doubt.
1998-2000
In 1998, Jay-Z released Vol 2 Hard Knock Lifewhich consequently resulted in the biggest hit of his career at the time, "Hard Knock Life". The album eventually succeeded and eventually sold over 3 million.
2001-2002
Within these two years, Jay-Z once again proved himself successful, and made himself a household name; following after the success of The Blueprint and The Blueprint 2. The Blueprint which was released in 2001, was applauded for its production and the balance of "mainstream" and "hardcore" rap, receiving recognition from both audiences. It was written in only two days. The Blueprint 2 again was just as successful as the original album; and it in fact featured tracks colloborating with Jay-Z' wife Beyonce.
2003-2005
During these years, Jay-Z worked, produced and distributed his album entitled "The Black Album". He worked with several producers including Kanye West and Eminem, who again are two very successful musicians. In 2004, Jay-Z collaborated with rock group Linkin Park in which they released their collaborative remix which featured mashups of both artists' songs, as well as a concert DVD. The album's only single, "Numb/Encore" went on to win a Grammy for Best Rap/Sung Collaboration.
2005-2007
Within these two years, the master that is Jay-Z went on to release: I Declare War, Kingdom Come and American Gangster. All of these trademark albums of Jay-Z constructed his image as a "Music Legend" simply because of the fact that he was able to produce and record three quality industry standard albums in a short period of time.
2008-2011
Again Jay-z within this period of time, released two successful albums entitled The Blueprint 3 and Watch The Throne. The latter being a collaborative album with Kanye West. Both of these albums were eagerly anticipated, especially seeing as The Blueprint trilogy again would come to lfie in the music world. The Blueprint 3 became Tfriple Platinum was again was a huge landmark in Jay-Z's music career. His album "Watch The Throne" was again extremely successful. The success consequented in a world tour, with one of the popular singles breing played 17 times in the Paris leg of the tour.
Introduction:
For my case study, I have decided to look into Jay-Z, who is currently an American musician, Record Producer and Entrepreneur specialising in the genre of Hip-Hop and Rap. Jay-Z is one of the most successful musicians of all time, after having a number of hits which has consequently resulted in him selling 50 Million albums worldwide!
Key Facts regarding Jay-Z:
He in total has received 14 Grammy Awards; as well as numerous additional awards
He is consistently ranked as one of the greatest rappers of all-time. He was ranked #1 by MTV in their list of "The Greatest MC's of all time" in 2006
Jay-Z co owns the 40/40 Club
He is the founder of the clothing line Rocawear
He is married to fellow successful musican Beyonce
As an artist, he holds the record for most number one albums by a solo artist on the American Bilboard list with eleven
