Style and convention of music video

Theories 

-Performance

- Narrative

- Conceptual

- Interpretative

- Animation

- Surreal

1. Performance

Maria Carrey ft Whitney Houston( when you believe)

 

My chosen live video performance is from Maria Carrey and Whitney Houston. I choose this performance because their performance relate to the theory of star as a product had a huge impact on their target audience who have a wider age range and overall target audience.

The performance has a good impact of the target audience in the way that it bring realistic point of view from the viewer. The viewer’s enjoys and feel the synchronous ambiance within the stage. The enthusiasm and the intensity of the fans will give a sort of apprehension, powerful and confidence.

Live concert can by the same way be a sort of promotion for those singers, also usual as the promotion the actors can attract another type of audience. Regarding Maria Carey the general music is hip hop where physical entertainment (sex apeal sales') are needed in order to attract her target audience. This conforms to the male gaze theory where women are seen as a sexual object. Maria Carrey can also be relevant and conform to the voyeurism theory where she is the main character and most of the time with a costumer generally not appropriate.

the narrative here is the two super star singing on stage to their fans.  the use of black clothes and props emphasis the fact that the two singer are mainly known for the voice performance.

2.Narrative

Alicia Keys: if i ain't got you

The narrative is when the video has a storyline which relates to the song , it can also be combined with a performance. The narratives used in any type of genre mainly a tell a story.Within a narrative clip the  author can express their ideology, the narrative can send messages to the target audience living the same lifestyle. The target audience are more engaged when they can relate to the identity of the themes. Narrative is a good way to touch the target audience and to have a realistic point of view of the scene in order to remember and gain a good understanding.  The narrative of this music video from Alicia Keys shows a unfortunate couple who live together. Alicia Keys express her feeling and emotion about her boyfriend. She sings the love that she feel for him and how she would be without him, emotive language are used within her lyrics to express the love she has for him.

"If I ain't got you with me baby
So nothing in this whole wide world don't mean a thing
If I ain't got you with me baby"

Despite all things that occurred with their relationship Alicia Key tell how in love she is. this attract  

3.Conceptial

 Kanye West - BLKKK SKKKN HEAD (Explicit)

one of the essential conventions is called  conceptional theory. This theory has no performance and no narrative only images from the video. The images have to be visual and appropriate to the tempo of the song  and relate to the theme of the them. At 1.58min we are able to see different aspect of the artist, the main actor which captivates the target audience to pursuit the clip. The adavantage of this theory is that your have to feel a strong emotion which may captivate you but relate to the theme. It may also have another affect on your percetion of interpreting the video. The character tries to captivate you with the image by diversifying the shoot and the angle.  For instance within this clip Kanye West used high technology  and another methods to let the target audience captivated by the audience. 



4.Interpretation

Eminem - We Made You 

The interpretation theory is when the song of a video match the image. in order to have a better unnderstanding of the message sent from the clip video it will have no specific narrative. this video reinforce the stereotype that most people have the video sense. within this article we are able to match the lirics with the image which give us another way to see or perceive the character image. the adavantage of this tyhoery is  that the audiance will be concentrate to the meaning of the lyrics than the main singer. it help the singer to built a figure in order to different from other singers from the same genre of songs.

5.animation

           

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"Apex" - A Minecraft Original Music Video! - Minecraft Animation

This theory is not used in many video but have loads of advantages such as the money or budget saved. Also by doing animation clip the author is unknown and the target audience have no judgment regarding the physical appearance instead they will have with an unlimited creativity. The creativity can be done by hand drawn or computer generates images which teenager nowadays found extremely interesting. The only drawback from it is that animation video clip is the opposite of realistic because less audience will be attracted at first.

6.Surreal

Azonto - Fuse ODG Feat. Tiffany

A surreal video does not have any storyline in order to  bring confusion within the audience mind, this theory haven’t got any convention and narrative however it give the opportunity of the main character to express herself. The audience will enjoy and have a mind out of the real world because the character will have the same time to the song it can create a sense of curiosity. For instance in this video.



WEEK 1 research and planning

Blog reflection questions

Week one:

What are your initial ideas for advanced portfolio?

my initial idea for my adavnced portofolio was a soul genre with realistic and emotional mise en scen in which the audiance would relate too. the portfolio was mainly orgnise relate to the liric of the song in order to give an image that the target audiance may relate to it. my initiai portflio was too simple i beleive for people within my group therfore ther reason why we choose another song.



Who would you like to work with?

i would like to work with leanne and cherice because we have a good relationship and i beleive that by working in team our work would be efficient and poductive with a good organisation skill. The two of my team member are creative and have a good work ethic. I believe that within this team i can express my self and have a place to help or improve any idea.

What are your hope and fears about the project?

i hope this project will be succesfull in reason that my team has the potential to bring amazing idea, productivity, efficiency and  knoledge which will help our video to seem realist and suitable to the genre. i also hope that relate to the theory and the key wor or video that we've seen, we are going to be able to demonstrate our creative mind  skill to the audience. however my fears about this project can be the lack of concentration within my class mate. even if each member of the team has the potential to creat a good vodeo product i'm orried about the focus within the group. i am waiting forward to star the project and see how it goes.

REPETITION AND DIFFERRENCE THEORY

Repetition and difference theory

Definition: the repetitive and difference theory is a way to show a similarity that the video can have with the same type of genre. This theory also include different where the audience will notice a twist of the story with a difference that other film rarely have.

50-cent ft Nate dogg (21 question)

Similarities:

The similarities which are often seen in other rnb or rap video is gangster (dealer, stilling et.) which can lead to a common location for dealers such as prison. The prison can relate to the target audience personal life or memories. Regarding the story line we are able to see that the song has a meaning for the audience.

The repetition within this rap video is the mise en scene more often present such as money, gold chain, and beautiful woman to attract and captivate the target audience. it is also in order to help the situation to be realistic prison, fight. Most of rap songs have love and emotional meaning for instance when the rapper says if... would you still love me. This will attract a wide target of audience in reason that female and male will recognise their lifestyle and question that they may have.

Difference:

 the difference within this clip video is the fact that the singer who is the main  character start the video clip showing it several issues in prison and the distance relation he has is girlfriend. The prison is the twist because the audience think that the main character is prison. However this was not true because even if the couple was dealing with money and quickly range when they saw the police signal front of their house. the couple though that the police was coming to investigate inside their house. The police finally came to take the neighbour.

Chosen Song Veronnica Wolpendz and Permission

Chosen Song

Veronnica Wolpendz

       I ordain

Genre : Soul

Will i see you in my dreams?

The universe tell me dead

What I see could be

But you’re so fare

From me

The universe scripturis

For the replay   to begin

I ordain that ocean to become dreams

I ordain that mountain moves

May my way be stronger than today

Space and time so that you can be one

My desire call you near

No you’re nowhere near you’re now here

In my heart

I ‘am you and you're me

Nowhere but now here that’s where

Will be

I ordain that ocean become dreams

I ordain that mountain moves

May my way be stronger than today

Space and time so that you can be one

Hahaaaaaaaaaaaaa

Haaaahaaahaaaaa

I decide to choose a soul genre music video because I liked the idea of being different and create a piece of work completely different to others. Usual as the fact that I wanted to be unique I believe that this music video would challenge me in different way such as finding conventions and ensure that the protagonist is seen as a star as personality.

Analise :

The genre of this song is soul,  from this song we can denote the meaningfull lirics and sad feeling expressed. Throught the song melody and lyric we are able to found the genre of the song, i believe that the instrument used within the song reinforce the soul character and stereotype sensible and fragile femal image that the target audiance may have with feeling such as the sad feeling that you ear from it. Within this song we can connote the emotion as a mix of reality and imaginary as we can read on the first verset. Link to the singer musical influence and character i am able to denote the expression that the singer want to express. The sensasion that the combination of the lirics and the melodie express sadness and reinforce the soul genre target audiance, which search for sincerity and and tallented voice or good equipment song.  This song have a multitude of interpretation tis is interresting in order toatract a variaty of people.From the soul music video called “ I ordain”, I was thinking to show the sensational and“spiritual” emotion that the music tried to express. I would use one or two character maximum within the music video however I believe that the best location would be outside in a park or next to a natural place. My artist was….A black woman who took inspiration from stars a personality such as Sade or Alicia keys which sing different songs however they style incorporate their own version and style to their song.

This music video appeal to a niche target go individuals. My target audience is emotional and sensitive people in reason that the soul genre of music is often slow with interesting lyrics and tone voice. The song genre come from gospel, blues and jazz music therefore why the majority of the target audience is black,

My target audience is principally based on  female gender depending on the artist and the musical influence that it have. Soul genre as for connotation sad and think full.

This can impact the target audience because it involve feeling and meaning full words. In order to be related to people life style.

20 and older

Male<female

Emotional and sensitive

Black and white (globalisation)

The theme of this song is purity and escapism because of the genre and the fact that its a female can tell more about her character, sensible dreamer and real. this music and the principal theme says a lot about the artist for instance it show that she is a star as personality as she's creating  she now type of music.

PERMISION

Below  is the email that i have sent to the main artist to ask the permission to use her song. As i found this music on MP3 UNSIGNED. COM( http://www.mp3unsigned.com/VeronnicaWolpendz#I+Ordain), it was compulsory to first ask the music before using it. Artist unfortunately did not reply to my text yet, this can be problematic but i know that i tried and if anything happens i have the proof of permission.  this shows the sense of professionalism i try to adopt. this help me to show how seriously i take my work in consideration and in addition it show the different stage i am taking.I find the artist …. (I ordain)on a free mp3 song website (FREE UNSIGNED ARTIST), in class we have been advise to find music from free mp3 website to ensure that we could use their song with more facilities then with normal music videos. Even if it was a free mp3 download I had to ask the permission of the artistbellow on the power point in which you will be able to identify the message I sent to the artist and ask her the permission to use her music.

Richard Dyer's "star theory"

Stars as constructions

Stars as construction is a way to describe an artist evolution within a transformation to attract a specific target audience. For example one direction group band who have won from the X factor show, all costumes attitude that the one direction group band must have is check to ensure that it won't in any way affect their reputation. For example as we could have notice the one direction girlfriends are not that much known in order to have no impact on their professional carrier. Because the target audience of  the group band is teenage girls the each member of the group will wear special clothes to satisfy the target audience expectation. Simon Cowell's label SYCO have create and arrange the group band to become superstars.

Stars as product

This title signifies how some celebrities are taken as product to make money and bring profit to the company. With any kind of action such as music sales or from merchandise. Stars as product are taken to fill in the gap in the market depending of the genre or the personality that it may bring to the market. The company will try to touch the largest audience and make sure that their target audience are satisfied. In conclusion i suppose that the start considerate as a product is present within the market just for a short period of time in order to be used and to be sold. A good example may be Rihanna who have been in a market for long but still can be replacing by another young, sexy and extravagant artist by the time she will be uninteresting to her target audience anymore.

Stars as embodiment of ideologies and cultures

A star as ideology is what you are believe in relate to the culture, the first person you think about when you say a genre of music or a period of time. An ideology can be a trend copied by the social media such as twitter or fans with fashion trend. My chosen star is Michael Jackson how had a huge impact on the pop industry. Mikael Jackson start with a group band in Las Vegas, this group had a different target audience compare when he decide to sing alone.  The image of this artist has completely change because his audience as change. He bring a new fashion trend to suit the audience appeal but also express it point of view relate to the politic situation and worlds crisis. Michael Jackson had a huge impact of the fashion retail and hair style. He attract the audience in the way that he could touch and use everything to sale it product. With his extravagant and colourful cloth, Michael Jackson had a powerful impact on the population. I personally think that the way it express it point of view with meaningful and captivating props or mise en scene bring meaningful lyric to the song which made him becoming "the king of pop".

Stars as personalities

This symbolise a star which is known to have the advantage to connect with their target audience. The stars as personalities help to differentiate yourself from the genre in reason that the audience with define a personality from the singer and have other point of view when relating to them. I suppose that star as personality is a really difficult image to have because has singer the industry you working with must want you to have another style relate to the target audience they want to touch. These two celebrities have a different target audience however they arrived to come out the genre system by building a character which most of the time influence their audience.

For example Beyoncé have a wide range of audience due to the fact that she have a variety of song which can be provocative and captivating for the audience but she can also use her voice and meaningful word that will touch another part of her target audience. Her personality can be demonstrated within several of her video that's the reason why she is respected within their industry. Adel his renown for her amazing voice without any need to rely on her physical appearance she's respect for the level of her quality voice.

Genre Theory / repetition and diference theory

Genre as a system

  One of the first theory we look at is the (Genre as a system) . "Genre as a system " Daniel Chandler theory is the way the media try to meet the audience expectations through generic conventions such as the location, story line and camera language. To attract the audience medias will use specific mise en scene, editing, sound and camera work and also to captivate and satisfy the target audience satisfaction. The media will try to found ideas to meet expectations, conventions and orientation to satisfy the target audience satisfaction.

For example:

Kirk Franklin (Imagine me) a gospel genre

        

The story line is about many life issue such as domestic violence, sexual abuse, cancer, accident and handicap related to the gospel music i think that the storyline is mean full and attract the audience in the way that they're able to see their own lifestyle. Gospel music is main to emotionally touch the audience in order to think that they are not alone as we could have seen at the 3:04 min a man a white t-shirt which in this case can have for connotation purity because it shows' the strong influence and what it can bring to her life. I also think that the mise en scene is really simple because they want to send a direct message to the audience and relate to the main present colour which is white we also can denote the strong and positive comfort that the help of God can bring. Because  every gospel lead to God videos, most of the time gospel songs do not have clip video but only performance.

The expectation were to be comforted and reinforce the person believe, the audience may have sympathy for this situation. Most of gospel audience want to have special feeling to build a relation with God. The expectation from the audience is to listen to meaningful song and all about God as the main character.

The difference with others videos are that we are not expecting that a gospel music will have so many issues however we can expect that because it's a gospel song it will have a positive influence and solutions will be resolve. One other difference from other gospel songs from people who don't know Kirk franklin will be surprise because he's a rapper singer which is really rare with the gospel industry.

The locations are various depending of the store may be in house, garden etc. with 4 women in the background. The locations just connote the usual life to signify the reality of any of these issue. Most of Christian songs are realistic in order to make the audience part of the situation. i think that depending of the situation the lightning is low for instance bad situations are with low lightning  however when we see the white light we are able to signify the comfort that God may bring.

the camera language are various within this clip depending of the scene. This clip have loads of close up to denote the facial expression of actors. To also connote the hard and painful situation that they lived. the genre as a system theory within this video have satisfied the target audience because it meet the audience expectation.

Themes are the main focus of each music video, as david bordello wait" any theme can appear in any genre" the producer nee to know what props it want to use in his video to match the genre and the target audience expectation. each props and location have been chosen carefully to make sense to the storyline  and to appeal the target audience with a specific structure and style.
"Uses and gratification" identify the pleasure of the theme and the genre of the song from the targeted audience, the recognition of the important or catch things in the video bring a kind of emotional pleasures like escapism and empathy. this song for instance comfort and encourage people living a difficult situation.

Repetition and difference theory

Definition: the repetitive and difference theory is a way to show a similarity that the video can have with the same type of genre. This theory also include different where the audience will notice a twist of the story with a difference that other film rarely have.

50-cent ft Nate dogg (21 question)

Similarities:

The similarities which are often seen in other rnb or rap video is gangster (dealer, stilling et.) which can lead to a common location for dealers such as prison. The prison can relate to the target audience personal life or memories. Regarding to the storyline we are able to see that the song has a meaning for the audience.

The repetition within this rap video is the mise en scene more often present such as money, gold chain, and beautiful woman to attract and captivate the target audience. it is also in order to help the situation to be realistic prison, fight. Most of rap songs have love and emotional meaning for instance when the rapper says if... would you still love me. This will attract a wide target of audience in reason that female and male will recognise their lifestyle and question that they may have.

Difference:

 the difference within this clip video is the fact that the singer who is the main  character start the video clip showing it several issues in prison and the distance relation he has is girlfriend. The prison is the twist because the audience think that the main character is prison. However this was not true because even if the couple was dealing with money and quickly range when they saw the police signal front of their house. the couple though that the police was coming to investigate inside their house. The police finally came to take the neighbour.

Conclusion:

This video conform to the stereotypical convention and rapers storyline. The use of props such as money, gold chain reinforce the stereotype of black young male from the street. Known cast such as pretty women (megan good)and personalities (tyson bekford) can attract the target audience male or female to watch the video, not only for the reality of the lyrics but to be attracted by videos cast members.