27.09.12
I have done some secondary research to help me understand the nature of music videos in more depth.
http://en.wikipedia.org/wiki/Music_video:
"Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected. Other music videos may be without a set concept, being merely a filmed version of the song's live performance."
This information in this paragraph from the website tells me some of the styles of music videos which I could consider when deciding how my music video should be based. I have decided that my music video will be concept based.
"2005 saw the launch of the website YouTube, which made the viewing of online video much faster and easier; Google Videos, Yahoo! Video, Facebook and MySpace's video functionality, which uses similar technology. Such websites had a profound effect on the viewing of music videos; some artists began to see success as a result of videos seen mostly or entirely online. The band OK Go may exemplify this trend, having achieved fame through the videos for two of their songs, "A Million Ways" in 2005 and "Here It Goes Again" in 2006, both of which first became well-known online. (OK Go repeated the trick with another high-concept video in 2010, for their song "This Too Shall Pass".) Artists like Soulja Boy Tell 'Em and Marié Digby also achieved some level of fame initially through videos released only online.
The 2008 video for Weezer's "Pork and Beans" also captured this trend, by including at least 20 YouTube celebrities; the single became the most successful of Weezer's career, in chart performance. In 2007, the RIAA issued cease-and-desist letters to YouTube users to prevent single users from sharing videos, which are the property of the music labels. After its merger with Google, YouTube assured the RIAA that they would find a way to pay royalties through a bulk agreement with the major record labels. This was complicated by the fact that not all labels share the same policy toward music videos: some welcome the development and upload music videos to various online outlets themselves, viewing music videos as free advertising for their artists, while other labels view music videos not as an advertisement, but as the product itself.
In 2009, 30 Seconds to Mars' music video "Kings and Queens" was uploaded to popular video-sharing website YouTube on the same day of its release, where it has garnered over one hundred million views. It also received over forty million plays on MySpace. "Kings and Queens" was featured as iTunes Store video of the week and was one of the most downloaded videos ever to be featured. The video also received four nominations at the 2010 MTV Video Music Awards, making 30 Seconds to Mars the most nominated rock artist in VMA history for a single year.
In 2010, Lady Gaga's music video "Bad Romance" made headlines by becoming the most-viewed video on YouTube and whole internet of all time, music-related or otherwise, with 130 million views; it had over 430 million views by later 2011. The video, which featured Gaga in Alexander McQueen "armadillo" shoes, a clinical bath house and being sold in a slave auction, was beaten later in the mid-year by the video for Justin Bieber's song "Baby", which had over 660 million views by later 2011. In November 2011, Jennifer Lopez's music video "On The Floor" becoming the most-viewed female video on YouTube, which had over 430 million views by later 2011."
This information tells me the huge impact a good music video can make in terms of the success of the song and of the artist. I am aiming to produce my video to a high standard and to make sure that it is interesting so it grabs attention to ensure that people would feel like revisiting and re-watching my video.
http://www.slideshare.net/Flora1993/conventions-of-rb
"Fashion - WOMEN: Minimal clothing – women in R&B usually have very little clothing on and their stomachs are on show a majority of the time; this is because to male fans they are meant to be seen as objects of desire. Hair & Makeup – their hair is always styled in a very dramatic and eye catching way. Their makeup is also very bold and defined, especially their eyes they always have dark coloured eyeshadows with golds which makes their eyes very alluring. To show power some females wear red lipstick in their videos. Heels – R&B females wear very high heels to elongate their legs because if they are wearing hardly any clothes the higher the shoes the longer their legs will look. However some R&B females wear trainers in their videos for choreographed scenes. Jewellery – Big earrings, necklaces (for example: this picture of Keri Hilson) but usually when they wear a lot of necklaces they are breaking gender stereotypes because it is usually R&B males that wear that much jewellery.
Iconography - WOMEN: Similar to males in the R&B genre, females in R&B also convey their sexuality through their clothing which is very minimal as mentioned in the previous slide; they also place emphasis on their sexuality through their makeup. R&B females are usually portrayed as soft goddess type people in their videos, but nowadays there has been a lot of gender stereotypes being broken in their videos with the females being seen as more powerful than the men."
Although the fashion mentioned here is typical for females in the R&B/hip hop genre, I am not going to dress my artists like this because I am going to challenge these conventions, because the lyrics of my song are quite different from the lyrics of most R&B/Hip Hop songs, making the message different, which means the clothing must be different.
FAST SONGS: Fast tempoed R&B songs by females also involve bright colours, but it not about being in the club like the way the males depict themselves. A lot of videos by females are done in the studio because there are a lot of special effects especially in the background (for example: Rihanna – rude boy). The typical clothing for these type of videos are very revealing clothes with high heels to elongate legs, a lot of jewellery is worn as well where as in the slower songs, jewellery was kept to a minimum. Brightly coloured makeup is also worn, if it is not strong eye makeup it is usually very strong lip colours like reds and bright pinks. These videos do not tend to follow a narrative but will usually have a male co-star or also involve male dancers because there is usually a lot of dancing and choreography in these videos. These videos will also portray the musicians in a more powerful light although there is not a total gender switch up, they still seem more powerful than they do in videos for love songs.
These days some videos are challenging gender stereotypes, this is mainly done my female R&B stars. In some videos females will depict themselves like how males do in their videos, usually to convey a message to their audience."
My music video will be bright, but not necessarily very colourful, which therefore means I am challenging some of the generic convention for female up-tempo music videos. This is because, after my primary research, I am aware that my target audience would prefer bright whites and soft colours for my music video, and I agree as they go well with the lyrics and the music of the song I have chosen.
I have done some secondary research to help me understand the nature of music videos in more depth.
http://en.wikipedia.org/wiki/Music_video:
"Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected. Other music videos may be without a set concept, being merely a filmed version of the song's live performance."
This information in this paragraph from the website tells me some of the styles of music videos which I could consider when deciding how my music video should be based. I have decided that my music video will be concept based.
"2005 saw the launch of the website YouTube, which made the viewing of online video much faster and easier; Google Videos, Yahoo! Video, Facebook and MySpace's video functionality, which uses similar technology. Such websites had a profound effect on the viewing of music videos; some artists began to see success as a result of videos seen mostly or entirely online. The band OK Go may exemplify this trend, having achieved fame through the videos for two of their songs, "A Million Ways" in 2005 and "Here It Goes Again" in 2006, both of which first became well-known online. (OK Go repeated the trick with another high-concept video in 2010, for their song "This Too Shall Pass".) Artists like Soulja Boy Tell 'Em and Marié Digby also achieved some level of fame initially through videos released only online.
The 2008 video for Weezer's "Pork and Beans" also captured this trend, by including at least 20 YouTube celebrities; the single became the most successful of Weezer's career, in chart performance. In 2007, the RIAA issued cease-and-desist letters to YouTube users to prevent single users from sharing videos, which are the property of the music labels. After its merger with Google, YouTube assured the RIAA that they would find a way to pay royalties through a bulk agreement with the major record labels. This was complicated by the fact that not all labels share the same policy toward music videos: some welcome the development and upload music videos to various online outlets themselves, viewing music videos as free advertising for their artists, while other labels view music videos not as an advertisement, but as the product itself.
In 2009, 30 Seconds to Mars' music video "Kings and Queens" was uploaded to popular video-sharing website YouTube on the same day of its release, where it has garnered over one hundred million views. It also received over forty million plays on MySpace. "Kings and Queens" was featured as iTunes Store video of the week and was one of the most downloaded videos ever to be featured. The video also received four nominations at the 2010 MTV Video Music Awards, making 30 Seconds to Mars the most nominated rock artist in VMA history for a single year.
In 2010, Lady Gaga's music video "Bad Romance" made headlines by becoming the most-viewed video on YouTube and whole internet of all time, music-related or otherwise, with 130 million views; it had over 430 million views by later 2011. The video, which featured Gaga in Alexander McQueen "armadillo" shoes, a clinical bath house and being sold in a slave auction, was beaten later in the mid-year by the video for Justin Bieber's song "Baby", which had over 660 million views by later 2011. In November 2011, Jennifer Lopez's music video "On The Floor" becoming the most-viewed female video on YouTube, which had over 430 million views by later 2011."
This information tells me the huge impact a good music video can make in terms of the success of the song and of the artist. I am aiming to produce my video to a high standard and to make sure that it is interesting so it grabs attention to ensure that people would feel like revisiting and re-watching my video.
http://www.slideshare.net/Flora1993/conventions-of-rb
"Fashion - WOMEN: Minimal clothing – women in R&B usually have very little clothing on and their stomachs are on show a majority of the time; this is because to male fans they are meant to be seen as objects of desire. Hair & Makeup – their hair is always styled in a very dramatic and eye catching way. Their makeup is also very bold and defined, especially their eyes they always have dark coloured eyeshadows with golds which makes their eyes very alluring. To show power some females wear red lipstick in their videos. Heels – R&B females wear very high heels to elongate their legs because if they are wearing hardly any clothes the higher the shoes the longer their legs will look. However some R&B females wear trainers in their videos for choreographed scenes. Jewellery – Big earrings, necklaces (for example: this picture of Keri Hilson) but usually when they wear a lot of necklaces they are breaking gender stereotypes because it is usually R&B males that wear that much jewellery.
Iconography - WOMEN: Similar to males in the R&B genre, females in R&B also convey their sexuality through their clothing which is very minimal as mentioned in the previous slide; they also place emphasis on their sexuality through their makeup. R&B females are usually portrayed as soft goddess type people in their videos, but nowadays there has been a lot of gender stereotypes being broken in their videos with the females being seen as more powerful than the men."
Although the fashion mentioned here is typical for females in the R&B/hip hop genre, I am not going to dress my artists like this because I am going to challenge these conventions, because the lyrics of my song are quite different from the lyrics of most R&B/Hip Hop songs, making the message different, which means the clothing must be different.
FAST SONGS: Fast tempoed R&B songs by females also involve bright colours, but it not about being in the club like the way the males depict themselves. A lot of videos by females are done in the studio because there are a lot of special effects especially in the background (for example: Rihanna – rude boy). The typical clothing for these type of videos are very revealing clothes with high heels to elongate legs, a lot of jewellery is worn as well where as in the slower songs, jewellery was kept to a minimum. Brightly coloured makeup is also worn, if it is not strong eye makeup it is usually very strong lip colours like reds and bright pinks. These videos do not tend to follow a narrative but will usually have a male co-star or also involve male dancers because there is usually a lot of dancing and choreography in these videos. These videos will also portray the musicians in a more powerful light although there is not a total gender switch up, they still seem more powerful than they do in videos for love songs.
These days some videos are challenging gender stereotypes, this is mainly done my female R&B stars. In some videos females will depict themselves like how males do in their videos, usually to convey a message to their audience."
My music video will be bright, but not necessarily very colourful, which therefore means I am challenging some of the generic convention for female up-tempo music videos. This is because, after my primary research, I am aware that my target audience would prefer bright whites and soft colours for my music video, and I agree as they go well with the lyrics and the music of the song I have chosen.
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