there are a number of different angles can be used to create a mood, emotion, power and meaning. these angles and movements have a big impact on how we see the artist in the video, for example making them look more or less powerful or dominant.
Low Angle
first example of this is a low angle. a low angle is an angle which is set up to make the artist look like he or she is powerful this is done by positioning the camera lower than the artist, thus doing this it creates an effect that makes the artist look bigger than the viewers kind of like a giant and that creates that sense of intimidation and that power which is how you want your artist to been seen.
High Angle
the next example is a high angle. this technique is used in the opposite way from the low angle and this shot is to make the artist look vulnerable and weak. the way you would set this shot up is by taking a possession above or higher than the artist so that you are facing the camera down on them creating that effect you looking down on them. this is creating the effect of being over powered and or looks to be dominated or over powered like in this example.
Tilt
following that example the next camera technique is the the "Tilt" or a "Canted angle" or even also referred to as a "Dutch" angle is an angle where the camera will tilt to the side to get the best results of this angle the use of a tripod is key. this technique is used or a dramatic effect or to add some sort of distortion to the video in a way showing that they are quite rebellious because this technique shows a kind of "turning the world upside-down effect."
Birds Eye View
the next shot type is called a birds eye view which is basically what it is this shot is used to show that an artist is isolated or lost and alone. the best way to set up this shot is to use a drone to capture the full long/wide shot of the area showing the surroundings. as you can see from the screen shot the artist looks isolated and on his own. another way birds eye view is used is to establish the location as seen in the screen shot on the left
Arc
an arc shot is a camera movement that circles around the artist. when filming this shot you would want your artist standing still while you surround them and circle them going round them but also at the same time also trying to keep the camera still. this technique is used to make it seem like the world is revolving round the artist and that he is the central and main, dominant subject in the situation. in my summer video i was able to fit in an Arc shot but it wasn't used as effectively as it could of in the second example, if you skip to 3:10 you should be able to see the arc used and you can also see the dept of field that is being used that i didn't use.
Hand Held
Hand held is a camera movement that is basically recording the video with no kind of stabilizing equipment E.g tri pod, dolly, track and or steady cam. this technique adds an amatuer look to it. what it also does is adds a sense of realism to the video so not all the shots are still and smooth and perfect. it can also reflect the character of the artist as you can see in the example given bellow the way the camera is moving is weird and unusual which also matches the behavour of the artist "Og Maco"
beat editing is used commonly in music video this technique is a very good way to capture the viewer and makes the video much more interesting for them to watch. how beat editing works is that the visuals cut at any point where theres is a prominent instrument in the track for example cutting at the snare hits in the beat or adding a stuttering effect when there is a hi hat roll.
the technique works so well because what is does is makes the the video more eye catching to the viewers and the better the video is and more likable is it makes the song better because the video is promotion for the song.
it creates a dynamic visual style and creates interest in the generation we are living in now people have a much shorter attention span and when using long shots it can and will disengage the viewer and once that happens then the promotion of the son has failed.
this video is an example of a video i edited in the summer as you can see there is close to no cutting to the beat and when you watch it you start to get bored of it because the long shots its just cutting at random times and does not capture the viewer what so ever which would of been a waste of money and production equipment and did not archive the goal with is to promote the artist and the music especially due to the fact that it is for a self produced artist.
lip syncing
lip syncing is a technique that is used in music videos to show the artist performing the song. what this does is the lip syncing technique that is illustrative because you are seeing.
This implies the artist is incorporated and others as they are performing on screen to the gathering of people. On account of this, lip synchronizing adds importance to these sorts of music video as it is likewise a tradition. To add to this, the motivation behind why lip miming was added into the beat was a very good way of also promoting the artist and putting a face to the product. Due to this, the the viewers that will watch it will consider it to be a more real insight of the artist and this is where star image can come in. when lip syncing it is essentially performing and when performing you are showing yourself off and your talent and also personality so this creates a star image and makes a profile for the artist that is going to sell.
The song ‘No Knife’ is a song based on knife crime, and the
purpose of the song is to reduce the amount of knife crime, hence why the song
is called ‘No Knife’. The song has more of a slow tempo. Therefore, the editing
for the music video won’t be fast pace and will not have to require too many effects, as the the track is more of a subtle song. Another reason why the editing shouldn't be fast-paced is because the drums are very subtle, and also the meaning behind the song is very peaceful, and not aggressive. When filming, the camera shots should be smooth, and should follow the product very slowly. The song will require close-ups of the artist, it this would promote the artist.
With regards to the location, the song was broken down into different parts. To begin, I analysed and thought about the second chorus because it was more easier to come up with an idea for a location. The second chorus begins by going 'Fegs just stepped in a room'. After listening to this, the idea that came to mind was the artist stepping into a room where a party, or some sort of gathering is taking place. However, the artist isn't wearing an ordinary costume. He's wearing a bright costume that causes him to shine in the dark room, and enables him to be distinct amongst the other people inside that room. As the artist walks in, people notice him, and are paying attention to him, and are trying to catch the words of the song as it becomes catchy to them, and as the second chorus is repeated a second time, the people within the room start singing along, and also start joining in with the melody at the end of the song.
Moving on to the actual verse, an idea that came to my mind with regards to the location was the artist in the street, almost as if he's preaching, and is trying to get the attention of those walking by. The reason why this idea came to me is because the artist starts the verse by saying 'Pause for a second, let me tell my story..'. So with this opening, it is as if the artist is trying to talk to the young people and relate to them. As the song is about knifes, I thought the artist should talk to the young people within gangs, that carry knives. However, the knife isn't actually going to be shown on screen, as I thought that it would be inappropriate to have such weapons being displayed in a public environment. So I thought of another way in which the audience will know that the characters are carrying knives, and the idea that came was the characters walking with their hands inside their trousers, as if they were going to pull it out, as this is a common way in which young people walk around if they were to draw out a knife.
As the artist is speaking on the street/road, he grabs the attention of one individual, then another group of boys come along, and then the artist grabs the attention of that group, then as the song goes on, he attracts a huge crowd.
Moving on to the beginning of the track; as the chorus at the beginning of the track is very brief, I thought would be best would be a slow motion shot of the artist walking towards the area where he is going to start walking. The opening shot would be the area where he lives, because referring back to the interview, the artist mentions that the aim of the song is to reduce knife crime within his area.
homage is a post modern music video technique that is used to pay respect or to honour someone or peoples lives, an invention, an achievement etc. this can be done in different ways from re creating a video or memory. another way is that you can use the actual footage too make it made that sense of realism. in this video you can see that is it homage because you can see the footage and pictures from people who are in the army who are being refered to as the "hero's" in this perticular video.
Parody
parody is
a spoof, in current usage, is an imitative work created to mock, comment
on, or trivialise an original work, its subject, author, style, or some other
target, by means of humorous,satiric or ironic imitation. Parody
music videos aren’t the most popular way in which an artist chooses to promote
his or hers music however it is becoming more and more popular and is usually
very popular amongst the audience. this video is a perfect example of a parody as you can see it is making a mockery of the real song. normally the person doing the parody would use the same flow and structure.
Pastiche
A pastiche is
a literary or other artistic genre or technique that is a imitation.
This music video is an example of a pastiche music video.
This video is called Youlle Always find me int the kitchen At Parties. This
video uses a 80s themed party, with retro clothing, in a modern environment.
This video is made interesting as the two guys travel from kitchen to kitchen
through cupboards, through fridges and using draws as a stairway up to the next
kitchen. Also toward the end of the video the artists appear to be dancing on
the kitchen ceiling. This also gives the video more appeal and makes it unique.
Intertextuality
intertextuality is when a music video uses ideas of movies and or tv shows in their music video to ether pay homage to the movie or even to use some of the creative ideas that the movie contains and or if the music/lyrics have something to do with the movie. intertexuality can also be used as promotion for movies aswell for example the demi lovato song which used scenes form the movie frozen which was part of the promotion for the movie. but the lil uzi vert video used the idea of alice in wonderland but instead of using actual footage from the movie they re-created it si that they had the same concept with is also correlating with the mood of the music and visuals. as you can see the surrounds, atmosphere of the visuals matches the music because of the instrumental is weird and jumpy so they did that well in this by using the Alice in wonderland, the idea of going into a weird and wonderful place
LD (67) is a uk Trap/drill artist that is situated in brixton, South London, he is a self delivered craftsman and is not marked to any non mainstream or real names. from this video you can straight away tell the mood of the tune for the individuals who know the music. the state of mind is dim and bleak encompassed by dim countenances that are not effortlessly seen. the artist LD himself wears a veil with the goal that he can conceal his character since he was banned from making music by the police. this recordings and a great deal of his different ones him and his companions show a considerable measure of vicious hand signs, that is utilised to appear to be threatening and that is the sort of picture that they are attempting to get a cross. since he is a self delivered craftsman in brixton he wouldn't have a great deal of cash to create a music video so the subsequently that it is the reason there is insignificant enhancements or significant area changes. the next video is also a UK rap video and as you can see it still that same dark gloomy mood that the first video had. its quite dark and he is also covering his face as well in the video to also create that mysterious persona. in UK rap that is the kind of image that artist are trying to get across because it is all about who is the baddest. as you can see there is a lot of low key lighting used also to create that dark atmosphere
Rock genre conventions
Costume dark clothing
Black makeup
Performance type videos including artist playing instruments
Camera shots, close ups, long and mid shots
Image of the artist dominance and intimidation
In rock music videos they generally wear dark clothing along with heavy eye makeup which is a style associated with gothic culture.
Rock music videos generally have a theme of being quite dark and depressing also will contain dominant characters that they have scenes of them breaking things showing violence and aggression. They have meaningful lyrics with strong and upbeat sounds. Colours such as black and white will be used to show seriousness. Rock music videos are usually performance type videos where the artists are band play the song using instruments such as guitars.
They may use camera shots such as long and wide shots showing all members of the band playing instruments. There may also be close ups showing the facial expressions of the artist whilst playing the instruments.
in the music videos we see the similarities of the genre conventions in the music videos for rock artists such as they all have performance type music videos where the perform directly to the camera connecting with their audiences, also we see a similarity in their appearance such as the way they are dresses in dark clothing also dark makeup showing the image of the artist quite dark and scary looking. The image of both artist are very similar as the audience get as sense of scary and intimidating characters as their music videos contains screeaming and shouting expressing anger. Both music videos are performance type videos where the artist performance the song playing instruments such as guitars and drums.
The editing of the videos used is rhythmic montage where the music video is cut to the beat of the song. You can see this when the music videos is cut to a different scene or location of the song when a new beat comes in.With this technique you are able to break up the lyrics of the song into sections and different scenes where the mucus video will cut to another shot.
Hip hop
This music video is for a song made by an artist named 'OG Maco'. The artist is signed by a major label. This song is a hip hop song, and it is clear that it is because it includes the conventions that a hip hop music video would include. First of all, the song is a performance music video because it includes the artist in the song, lip synching the song. It is a performance music video also for the fact that the artist is included in the video. This music video was produced to sell the artist, creating an image. This was done through hyper-reality. In this music video, there is a lot of exaggeration portrayed, causing the audience to think a certain way, which is a conventional technique used in hip hop music videos. The image the music video is trying to portray is that having money leads to attracting numbers of women, gaining power, etc. Another conventional technique used in the music video is the use of close ups, a camera angle usually used on the artist, which is usually demanded by the record label. Another conventional technique used in the video is the use of voyuerism. The women in the video are portrayed as sex objects, as a result of them barely wearing any clothing. This technique was used as a result of the target audience, which would be young men. This technique would grab their attention as it would cause young men to gaze at the women who are undressed. Relating back to camera angles, one way in which this would be done is by having the cameraman doing a close up of the womans different body parts. Another term used to describe this technique would be objectifying the female and creating a male gaze. Another genre convention is the location. Hip hop videos tend to consist of expensive, and very large locations. Another thing about the locations is that they will always have a one or two locations that will have a party related setting, where there are loads of people in the background and the artist focus in the middle of the shot. Another technique used would be the used of costumes, as the artist is dressed up in designer labels. This gives him the more 'upper class' look, and this would come under star image. Below is a music video of the same genre that consists of the same conventions.
Above is a music video for a song, made by an artist who goes by the name of 'Ty Dolla Sign'. The song features another hip hop group, who are named 'Migos'. This music video consists of similar conventions. Firstly, it is a performance music video, just like the one above, as it includes all the artists lip synching. Another genre convention technique that was used in this video, that was also used in the other music video is the use of hyper-reality. This technique was also used in this video, portraying an image for the viewer, causing them to think that money is the key to having all the women, and power. Close ups were used also in this video. It was used on the artists, and again, used on the private body parts of the women. This comes under voyuerism, as it causes the females to then become a sex object, creating a male gaze.
The music video used the typical sort of locations, which is the club/party type of setting. The location includes other people in the background, and again, the focus is on the main artist, as they are placed in the centre of the shot.
In the previous music video, the artist wore costumes that were high-end designer labels, and I spoke about how this gives the artist an image of being high-class. Likewise with this music video. However, the costumes seemed to be more jewelry, rather than just the designer clothing. This implies the fact that they are wealthy, which is what they want the audience to think.
Performance based music videos are videos that are mainly showing the artist performing the song that is the video is for making it an illustrative video because the artist or in this case artists are visually illustrating. In this music video Ni**as In Paris there is a a live performance being used this is useful due to the fact that both or the artists and the band are performing live this the makes it innovate due to the fact that a performance videos are a strategic way for major labels to help promote an artists concerts because as you can see in the videos the mood and atmosphere is very hiped and high energy and the fans are having a good time. the reason labels try to promote concerts is because, concerts are where most of the revenue from the artist due to the generation we are living in right where where buying music is outdated and you are able to make a thew clicks and you are able to get music for free.
Narrative
this is a narrative video and you can see that from the strong that is being told from the visuals and lyrics put together. major labels use these kind of videos a lot because it is a good way to create a star image for the artist, it creates an image that they want the fans to see for example the video i have used here Chris brown is playing a bad boy who comes to take a pretty "good girl" out after her dad said no, his persistence made the girl feel special, he took her out and started showing her the world that she has never seen because of her dad. so this give Chris brown the look that he is a nice bad boy with helps sell especially to females. also narrative videos give the label to get a lot of close ups on him because that is the product they are trying to sell and they want the viewer to see him as much as possible while following the story.
Conceptual
this is a conceptual video you can see that when you watch the video because the video is very artistic and doesn't have a narrative and also doesn't contain he artist performing or lip syncing the song, when you listen and watch the video can see that the video corresponds with the beat of the song which is essentially rhythmic editing. it also contains the conventions of a conceptual videos because due to the nature and how creative and artistic the video is it got a lot of views and became vital but because of the niche genre of experimental hip hop so in this case it is viral.
Intertextuality
intertextuality is when a music video uses ideas of movies and or tv shows in their music video to ether pay homage to the movie or even to use some of the creative ideas that the movie contains and or if the music/lyrics have something to do with the movie. intertexuality can also be used as promotion for movies aswell for example the demi lovato song which used scenes form the movie frozen which was part of the promotion for the movie. but the lil uzi vert video used the idea of alice in wonderland but instead of using actual footage from the movie they re-created it si that they had the same concept with is also correlating with the mood of the music and visuals. as you can see the surrounds, atmosphere of the visuals matches the music because of the instrumental is weird and jumpy so they did that well in this by using the Alice in wonderland, the idea of going into a weird and wonderful place
the next shot type is called a birds eye view which is basically what it is this shot is used to show that an artist is isolated or lost and alone. the best way to set up this shot is to use a drone to capture the full long/wide shot of the area showing the surroundings. as you can see from the screen shot the artist looks isolated and on his own. another way birds eye view is used is to establish the location as seen in the screen shot on the left 