https://docs.google.com/document/d/1_7K0DSupk9cVOAz3b6Lt8FKGQfN96qL82IhIAhRdoZs/edit?usp=sharing
Right Click on the above link for production template, highlight and go to open URL.
For this assignment you will be working in pairs or 3 no more then 3. If you wish to work alone that is fine.
This is a chance for you to coordinate and work as a team, this is also a chance for me to see how you work in a group for the final assignment which will be making a music video.
The plan should be everyone contributes, everyone has a speaking part and everyone should take part in making the presentation AND EVERYONE MUST MAKE THEIR SCRIPT FOR THE PRESENTATION. It will be up to your group to decide how to split the work.
REMEMBER YOU MUST INCLUDE 2 VIDEOS REPRESENTING DIFFERENT STYLES, TWO MUSIC VIDEOS REPRESENTING 2 TYPES OF CONVENTIONS, AND LASTLY TWO MUSIC VIDEOS REPRESENTING TWO DIFFERENT TECHNIQUES AN ARTIST WILL USE FOR THIER SONG.
Working towards LO2 you will be learning about Styles Techniques and Conventions of music videos.
By reading the definitions of the different styles, you will be begin to understand why the artist chose that style for a particular song.
Next, is techniques, the artist will choose techniques to help tell the narrative of the music video, in the next coming weeks you will be doing research on techniques, this is the use of camera angles, effects etc that the artist will choose for their music video.
A technique is a way of producing a music video to make it look interesting and invites a bigger audience.
Cutting to the Beat. Cutting to the beat is a way of editing a video so that each clip changes at the same time as the beat of the track. ...
Just like for Styles of music videos this time you are finding examples for Techniques
When you are researching think about why the artist chose those various techniques, when you do write your assignment, I will be looking for description, explanation and your opinion. If less and you only give a description and video example, this will be only worth a pass.
Please CLICK on link below to read and learn about conventions that artists may use in their music videos, please link a music video to help explain your points further.
For your second assignment, we will be covering Styles, Techniques and Conventions of music videos, you will need to read the definition write it down in your own words and link to a video.
Some people say there’s a decline in music video quality since both the significant sums of money and MTV moved away from the genre, but music videos as an art form are as important now as they’ve ever been. They’re part of our visual language — a significant part of the culture of our consumption of music, art and entertainment… And they are also a great way to spend five minutes in the afternoon.
YouTube is the second biggest search engine over Google and the largest streaming music service worldwide, so discovering new music videos is easy. The problem is that unlike MTV, there’s under-curation in an over-saturated market. It’s easier than ever to make a video and put it online, which is exciting, but just because everyone and anyone can make a video doesn’t mean they’re GOOD, and what does GOOD mean? Well that depends on who you’re asking…
Music on the Internet is consumed and forgotten about daily, if not hourly. So from a record label point of view, an artist needs something bigger than an MP3 to get noticed. They need strong creative visuals to give them a substantial competitive advantage over their peers. Look at FKA Twigs and Tyler The Creator, perfect examples of two musicians who have made their visual impact just as powerful as their music. Music videos form a large part of an artist’s general creative vision and output. When you can stream music anywhere and everywhere a music video is a focal point — it draws your attention, or at least helps to.
“Even if everything is now digital, who doesn’t want to have more than just the track…I would say the track is the burger and the music video is the full meal deal with fries and Coke” — Simon Cahn
In some ways music videos have become just as or sometimes even more important than the artwork due to the way we now consume music. We used to buy a physical album with nice cover design, but now we consume on a plethora of platforms. Can you remember the artwork of the last track you heard? I can’t. But I CAN remember the video. It’s like a digital CD case for the track.
A video connects an artist and a listener, as well as connecting a listener to an audience. In many ways, they are an important medium for contemporary pop culture and technology. Fashion trends such as Pharrell’s hat and dance trends such as The Dougie created cultural sensations synonymous of that time in ways that are quicker and more accessible than TV and film. Who can forget Miley too?
A bad video can suck the life out of a song, and a good video can make a song become a hit. Take the example of DJ Snake’s Turn Down For What — that song had been out for a while, but it took the video directed by The Daniels to turn the song into a complete smash. Another good example would be Gangnam Style — that video certainly left the audience remembering the song.
DJ Snake — Turn Down For What
This takes us nicely into a production company and director perspective. When Turn Down For What blew up, the directors followed this with some crazy, unorthodox short films and have just showcased their first feature at Sundance. There’s no other short form medium that has the ability to reach millions and millions of viewers like a music video. Short films typically don’t get the same reach as music videos, and they often need to be self funded, whereas a music video has (a bit of) money behind it. However there are also directors like Kahlil Joseph whose films have transcended the music video format, such as his m.A.A.d film for Kendrick Lamar or his film for Flying Lotus, which won the short film award at Sundance.
Until The Quiet Comes — Flying Lotus
Music videos are still an important jumping off point for directors to hone and explore their creativity. They give young talent an opportunity to break into different areas of the film industry — they are still very much a way in. The media still look at music videos for discovering new talent, and those ideas are then applied to so many other things. Take the example of Bonnie Prince Billy’s video Bonnie directed by Harmony Korine, the technique in the video was then applied to a Thornton’s chocolate ad.
Many directors cut their teeth in music videos before going on to make films — Spike Jonze, Michel Gondry and more recently Daniel Wolfe are poster boys for this. These are visionary filmmakers who, without the existence of music videos, wouldn’t be making the exciting and experimental work they are now. It’s an outlet of inspiration no matter where you’re at in your career — they will always excite people.
“In the last five years I’ve constantly seen all the most refreshing and exciting directing talent come out of music videos over other fields.” — Ninian Doff
If you have a smart artist and record label, then there shouldn’t be too many guidelines — music videos can push the boundaries and be pieces of pure creativity. Budgets have diminished but good creative will stand above this — look at the Eagulls video by Plastic Zoo. It was shot for next to nothing and simply features a brain rotting slowly. How great is that, and greater still that it won an NME best video award. And take Tangerine, an entire feature shot on an iPhone! But I digress, back to music videos, and to the future…
Nerve Endings — Eagulls
As a millennial we all want shorter and snappier content, and I have to admit, despite needing to watch videos as part of my job, I’m guilty of scrolling through many. Music videos will continue to exist and the strongest ones will survive, but there will be a surge in the evolvement of shorter pieces of music video content adapted to the different mediums (and attention spans). What is a music video anyway? There will be a much broader definition. I believe we’ll be seeing music video content made specifically for Snapchat, Instagram and Periscope. One obvious concern for this is that there’ll be even more content from an artist to add to what’s already over-whelming to an audience, but there’ll also be better curation coming from platforms like Apple Music and Spotify, making video show channels just like they’ve been doing with Beats Radio.
Spotify is now starting to make its own video content for their platform, it’s YouTube reversed. Spotify realise how important visuals are to audio and that the two go hand in hand, so we’ll see more music videos being made with these platforms. In further technological advances music videos and VR will become more integrated, accessible and so more creatively exciting. In terms of integrated branding within music videos, there will be more and more opportunities within a streamlined funding framework… But that’s a story for another time.