In Concert and Live Footage:
In concert and live footage is commonly used throughout bands and sometimes used by DJ's. This was used a lot more commonly around the times where there weren't social media sites such as YouTube and Vimeo where people can easily see their favourite artists and see what its like to see them live. A live music video was first created so that people are able to see what the artists look like in person and so they can also see what it would be like to see them perform live. This is helpful for those people that canot afford to see their favorite artists live. DJ's have now begun to use it a lot more for festivals they perform at, this shows the audience they have and the excitement built up from it. This will further promote their audience size at festivals when people will be watching these videos and want to experience what is shown in the videos. This can also be a cheap way of making a music video for the artists as they will be able to record themselves live and get real reactions. This is a good example for live footage as it shows Timeflies Tuesday at a concert towards the end and it also shows them making the song live throughout the video. This shows the video being made as he is pulling out pieces of paper with topics to rap about on them. The audience to which this type of music video is for for older people as it will remind them of what it was like before YouTube and Vimeo and it would also be for students as well, as it gives them a feeling of what a live concert would be like without having to actually pay for it.The demographic for this would be in the table of E, as this is linked to pensioners and students, as well as unemployed people who will fit the the primary audience for in concert footage music videos and for pyschographic it would be "Strugglers", due to the people who fall under that category mostly seek escape from reality and watching in concert music videos help them escape to a concert of their favorite artist and feel better from it.Narrative/Interpretative:
Narrative and interpretative is a clever way of being able to engage your audience as it follows a story line and makes it a lot more interesting to the audience. When there is a storyline to the video it allows you to relate and connect to the actors/artists. This can also allow the video to relate to the lyrics and send out a message. Although all music videos don't follow the lyrics of the song, it can make the lyrics a lot more powerful if they relate to the video too. Narratives can sometimes lead to a short film being made to represent the story lines. an example of this is Logic's song called 1-800-273-8255 which shows a teenagers discovery of his sexuality which leads to him feeling unwanted, unloved and wanting to commit suicide. The message in this song is to prevent suicide and bring awareness to mental health. This is portrayed by a teenager discovering he is a homosexual, being rejected by everyone and wanting to commit suicide but then he calls the suicide hotline and finds that one person who accepts him and his life then starts to pan out a lot better for him.The audience for this would be people who like to follow the a story in order to get a perspective of someone else's life, but with a psychographic stand point they would be "Strugglers" like the in concert music video. The reason for this is because with strugglers because they seek escape and this could by watching these narrative music videos in order to feel something different or find some relief by watching someone else's life. But they could also be "Reformers", as some of them could be watching this narrative or interpretive music videos in order to find enlightenment and are able to grow from the message that is sent across through the music video. With demographics it can be any of them as any person could want to seek enlightenment or personal growth which they could discover by watching these music videos.
Surrealist/Absurdist:
Surrealist/Absurdist music videos are usually rather unconventional and can be quite humorous as they show things in a different way to what they usually are. This style of music video can be both subtle and rather extreme. These videos will commonly have no relation to the lyrics of the song however, they sometimes can do. Two of the videos I have shown below have elements of the surreal style. California Gurls by Katy Perry shows many of the surreal conventions ranging from the world being made out of lollies and sweets to people being frozen in big jelly cubes. The video below that shows a small parts of the surreal element of this style where it shows a horse with white eyes and a lot of girls with white eyes imitating air traffic controllers in a car park.The demographic audience for this type of music video would be mainly "E". The reasoning behind this is because surrealist part of the music videos will be attractive to a younger audience more than it would to a mature audience as the themes used in it will not be understood by the mature audience and may more likely be understood by the younger audience, as they younger people have much more creative minds and allow a whole different view of the music video. So the psychographic of this would be "Explorers" the reason for this is because they always are seeking discovery and the surrealist music videos create something that give explorers to discover and enjoy from it and create their own thoughts of it.
Impressionist:
The impressionist style in music has the purpose of catching the tone of the music rather than the literal meaning of the lyrics. This will often have many conventions such as artistic movement, soft light/edges, colors and flowing videos. This will be rather artistic and will show videos that are more abstract and aesthetic. This is the most artistic form of music video as it uses the focal elements that artists and photographers use to make their work interesting such as color, tone, material, line etc. This can have the most amount of meaning in their work and opens it up to interpretation. This will tend to bring out the most amount of beauty and emotion in a video. Years and Years Desire (Gryffn Remix) is a good example of this, although it does not show soft edges as commonly used, this is a good example of an impressionist music video as it shows a good usage of the artistic focal elements and is used to bring across the abstract which this style is based around. This also shows flowing camera movements rather than handheld and jolty camera movements.This audience would be more artist sided people as they can appreciate the artistic visuals more than the average person and this is the same for media related people as well. These would be "Explorers" for the psychographic audience, the reason is because as explorers seek discovery and with the tone of the music trying to be captured in the music video it allows different discovery in itself and allows the audience to discover the visuals of the muisc video and make them memorable. The demographic side of this is B and E, the reason being is because B is usually assigned to people in the media industry or something to do with an artistic occupation and like i said before that is the kind of audience the interpretation music video attracts because of the tone it is trying to achieve visually.
The Inter-textual Synergy, Allusion, Pastiche, Parody and Homage:
Soundtracks from films can often use references to the film or use scenes from it. Since the soundtracks were often made for the film, they will consist of things that relate to the film. This is called synergy and is good for promoting both the film and the song as they both relate to one another. It is a form of interesting an audience in one of the products if they like the other. This can bring a larger audience as there are two products to reach out to an audience rather than one product which means it can reach out to the community/audience in music and the community/audience of films. Music videos can allude to another media text, event or person. This is referencing to a number of many other things. This is good for a music video as people can relate to it if they get the reference. This can be clever if using a popular reference as a larger audience will understand and become interested in the video. A pastiche is a light hearted parody of another persons style or product. These are usually parodies of other products or subject matters. This can also be a homage for other people as a thank you or a way of paying respect. The video "Broken People" by Logic and Rag n' Bone man is a synergy as it is the soundtrack from the film bright and uses a lot of the scenes from the film which show the lyrics in places that have been shown in the film. The other video i have used is called "I Need a Doctor" by Dr Dre and Eminem and is a homage to Dr Dre's best friend Eazy E who died and the song is based around his life whilst also being a homage from Eminem to Dr Dre for taking a chance on him when Dr Dre had a lot of people wanting to be signed by him. The audience for this is people who loved the movie, book that the song is referenced from and want some other way of experiencing it instead of keep reading or watching the product.
Animation:
Animation is a type of music video which will consist of some form of animation, whether this is Computer animation, Live action, Claymation, Lego or Handheld (Drawing). Animation is a good type of music video to make as animation is only the form of making it and not a specific theme, therefore it can be about anything and appeal to anyone. Some music videos will tend to have a fully animated videos whereas there are other types of videos where they will only use elements of animation. I am using two examples for this style of video as it demonstrates both live action and computer animation. The first video "Moving on" by James is an animation about someone dying and not wanting to move on and as they let go of the person they care about, good comes from it and someone else is given a baby. This example shows a video made fully of animation made up of string. The second video "Little Talks" by Of Mice and Men, shows a video made mostly of computer animation whereas is still uses elements of live action when using the actors such as the artists and the colorful woman. The audience for this can depend on the type of animation that is being watched but mostly the audience would be younger as animation visuals attracts the young audience as it could remind them of their favorite kid shows, but it could attract an older audience from the meaning of the visual and how it can impact the audience when watching it, a animation allows more than just humans on the screen, because with visual anything is possible.
Lip Sync:
Lip syncing is common for the wide majority of music videos produced today and will consist of people pretending to say the lyrics over the song playing and then editing the song over the top to create the illusion they are singing the song that is playing in the video. Sometimes they will use speed editing in order to create various effects such as slow motion footage with audio playing at normal speed. I have used two examples below to show the types of lip sync that can be used through a video. The first video "Memory Lane" by Bugzy Malone and Tom Grennan shows elements of lip syncing throughout the video whereas it shows a narrative/story for the most part. "Famous" by Luke Christopher is a video fully made from lip syncing with only one shot, however, they do use slow motion and sped up speed effects to make it a lot more aesthetic and enjoyable. The people who most likely are going to watch this type of music videos can range depending on the music video as lip syncing is present in most music videos so the audience for them cover a huge range and can't be put down into a small group.
Cutting to Beat:
Cutting to the beat is just as simple as it sounds, cutting to beat is just cutting the footage in the music video to the beat of the audio. This is used in almost every music video produced today as it allows the music video to seem a lot better and is in sync with the music. I have used this video as an example as it shows a large amount of the cuts in sync with the beat. Cutting to the beat also gives the music video extra rhythm which adds to the feeling and vibe of the music. This brings the audience in more and gives a sense of consistency which is often desired by people and can be seen as satisfying. This will also make the video seem more professional to the audience as more effort has gone into the video, often when a clip sync is off beat it seems lazy and unprofessional. But the audience for the music videos of this type are people who like fast paced things like movies and don't want to just watch something that's slow and constantly wants to see different things on the screen happening in front of them, this could be people like students or adrenaline junkies etc, people who live a fast paced lives.Post Production Effects:
Post Production Effects can be very useful for creating almost anything in a video with today's technology. Post production can be a lot cheaper to afford than using real props and camera tricks to be able to do what they want. This may be for videos with scenes such as car crashes, floods, fire etc. This can also be used to impress the audience with the visuals and can be used to create a certain aesthetic style. This style is created by using colors and effects that fit the style, footage and mood of the song. I have used "Goosebumps" by Travis Scott as it shows a large amount of visual effects and post production to show the trippy mood that matches Travis Scott's style of music video. These effects are used to an excess to give a trippy and euphoric feel to the video. The second example is a song called "Good Life" by Kim Dot Com. This video is a good example of post production effects as it shows a lot of 3D work at the start and throughout the video. There are also smoke and cloth simulation used throughout. The main audience would be people who like visual effects whether they do it as a job or hobby as they would be able to appreciate the work that happened in the back ground of the music video. Other people that are attracted to this kind of music video are like people who like fast paced stuff and enjoy the sci-fi aspects of things, things that can't be done practically.
Split Screen:
This is a post production effect of masking a part of a clip to show only certain parts of a video. This is used commonly when showing two different pieces of footage however, some people use the split screen effects with the same footage to make it seem euphoric and trippy. This is used in the video below to show a lot of different people dancing whilst splicing their different body parts. Splitscreen can be good when trying to tell two stories at once and can show insight to the audience. This effect is often used in rather upbeat videos as the effect is commonly used to slice up peoples bodies (similar to the video shown below) and put other peoples bodies together to create a fun effect. It can be seen as a novelty and rather humorous to the audience to see people with a body that doesn't fit someones head e.g. a woman's body with a mans head. I feel the video below is a perfect example of the concept of splicing body parts through the use of split screen. The audience for this music video would be people who can relate to the stories being told in the music video as the main thing reason why they're sued is to tell two stories or the same story from different perspective and this could be what draws the audience in form them relating to the music video and gets help form ti and be able to show it to people with the same problems.
Chroma key:
This is a post production effect where a certain color is removed from the footage. This can be useful when isolating someone from a background so that the layer can be inserted along with any other footage e.g. another background. The video below "Tamale" by Tyler The Creator is a good example of chroma keying as it shows a lot of videos of Tyler messing around with a cat and the very start of the video shows Tyler's head isolated from his body on an orange screen. These are all results of using a chroma key. Chroma key can be a powerful tool in editing as it can trick the audience into thinking that the person/object that is being used in shot with a green screen could be appearing somewhere else. This can affect the audience by tricking them into thinking the location in the video is somewhere else or by showing them something they are not actually seeing (isn't real). But the people who watched music videos that use chroma keys are people who are creative and can appreciate the effect that chroma keys gives to the music videos and this can be people in the media industry and can remind people of their favorite movies based on what the background is used and could possible remind them of the song if the background is able to be remembered. Camera Movements:
This style is where you use different types of shots in order to show movement. This may be shot types such as crabs, pans, tilts and tracking shots. This is used to show flow, excitement and movements. The video below is made all in one shot and uses a tracking shot throughout and uses a slow but fluid movement to match the mood of the slow music. The video below called "A$AP Forever" is a perfect example of how camera movements can be used. They are shown in the video below in numerous different ways. The first way is to create an unusual camera angle which allows the camera to arc over the artist creating a trippy and unusual effect to match the rest of the video. The second way that camera movement is used in this is through the transitions. The camera is moved from looking at an object that allows a transition. This is executed well when transitioning through each of the TV's to him rapping and then going through different scenes and settings. Camera movements can be a strong factor which can affect your video greatly however, it can affect it in a lot of different ways to create different moods. If a camera is to move with jolts and unsteady camera movement then it can either come across homemade or unprofessional. Whereas if there are smooth movements it can make a video seem a lot more cinematic and a lot calmer. The potential for mood setting among the use of camera movements is limitless. The camera movements used in the video "A$AP Forever" create a disorienting effect which is consistent to the effects used throughout the rest of the music video. This kind of music video has the audience of people of anyone who like subtle things like the angle used in the music video and this could be the pyschographic of explorer's as they can discover the new angles and how they are used to expression the emotion of the song from the music and not just from the basic visual. but how the visuals are present in a creative way in order to attract a different audience.
Camera angles:
Camera angles are a good convention when trying to bring across meaning and tone to the audience. They can also be a good way to generate mood e.g. if the camera is far away, the audience will be feeling quite distant from the actor. I think the video below "Him & I" by Halsey and G-Eazy is a good example as they have used a lot of medium and close up shots to show the emotion on their faces and how happy they are. The emotions would not be as effective if they had used something like a birds eye angle. They also use handheld movements to make it seem like a homemade movie and make it a lot more personal to the audience. The second video below is by Bugzy Malone and uses a lot of camera angles which are very personal and makes you feel somewhat welcome into his production. He does this through using camera angles inside a car, in the view of a passenger. This can be seen as a metaphor for taking the journey with him. which is also a lyric written in the song. He also uses handheld angles inside of his own home. Again, he used angles to make the video feel more personal, fitting the song of him telling memories from his life. These angles are used to make you feel like you have more of a connection with him, through his stories of hardship, which can allow the audience to feel his hardships. The audience will be the same as camera movements as both of these things are used in music videos in order to make it creative and unique and like I said before, are used to express the motion of the music video.
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