Task 2: Watch a range of 6 television idents. Write a short description and give at least 3 characteristics

Task 2: Watch a range of 6 television idents. Write a short description and give at least 3 characteristics. 

An ident is a short video of channels that advertise different programs to the target audience by introducing the next program giving information what the program s contains and what program is next.  An ident will usually last about 20-30 seconds showing the logo and ident are usually animated as it is more creative. The purpose of ident is to give the identity of a channel  by representing the logo, picture or logo. For this task I have to analysis six different ident and explain each channel’s characteristic for a least 3.

ITV Ident  

For first ident I look at was ident from ITV Pride Ident-June 2016, which I found on YouTube, where you can find different ident from the same year that the audience have seen on broadcasting TV. In this ident ‘ITV Pride ident-2016’ the duration was very short as it only lasted for 13 seconds which you expect  for an ident to last for as most of the audience might have a short  attention span. By  ident  duration being short and explain what they are about to watch next  it grabs the audience attention because short, snappy and gets to point which most audience expect an ident to do.

In ITV Ident there was a flag that was transparent with the bold colour of yellow purple red and green as it was swaying in front of the camera as people was walking by in the shot. Also in this ident it explains what next program is going to be as was relating to visual on the screen which is too to pride week.  The ident channel name was place on the screen all through the ident  which most ident do and the tempo was slow as the flag was moving in slow motion as the music in the background is mono and settle. The tone of presenters voice which was displayed as a voice over which was very settle and sophisticated as ITV’s channel style is more entertainment, series, news and documentary that suited to the target audience 18+-40+ 

Channel 4

The next  ident I looked at was channel 4 ident 2016- we’re going on bear hunt, I which I found on the ident  gallery website which has different TV  channel ident from up data ones to latest one of 2016, Which the audience have seen on TV. As watching the ident I notice that it was animated which made it more interesting and the ident is based on children book that everyone has heard or read. In the ident you see the character going on the journey during the ident it last for 35 seconds which was longer that the first ident that I explain which is ok but this one had more going in the shot.

In channel 4 ident as I explain the characters are going on a journey and the section of channel are obstacles that the characters has to face. The colours that was shown was blue, red, green which symbolise danger- colour red, green symbolise nature and blue symbolise cold which could illustrate that might be danger in next programme that is coming on as the tone of the presenter that displayed as voiceover states something is going to happen in Hollyoask that is bad. Also the use the sound effect  that sounds like that they are in forest trying to find a bear. Also the shoot is long shot  and tracking to the side which it gives the audience a sense of journey. 

More 4

Another ident I looked at was more 4 Christmas ident/ Tunda which I also found the ident  gallery website. As watching the duration was 27 seconds as it was Christmas it was recent shown on TV that gives the audience Christmassy feel and sense family time. When watches the ident was so simple but good in away as the Christmas was made up of the more 4 logo. This ident is different as it not too much in the shot. The ident  gallery website which and some not complicated is good thing as every ident is trying to be more creative and overthinking the ident but this one is simple but still creative and matches theme which is Christmas. As the background is mountain with sown, near the end of Ident the logo appear on the screen which is important in a ident as it has represent the brand. 

 Film 4

The next  ident I looked at was film 4 ident  Christmas 2013-  which I found on YouTube . the duration of this 26 seconds long which is you expect in a ident. However this one is not animated as most ident I have seen.  In this ident it started off a Christmas bulb dropping in slow motion and as it reach the floor the screen is spilt into 3 which is creative as I have not seen in other ident video which it stands out from the rest. Also it get people in Christmas mood as most viewers watch movies on Christmas so sell more.  Tone of presenter is presented as voice over explain what is next  on the TV Channel and display the logo at the beginning then the end.

BBC

The next  ident I looked at was BBC ident  Christmas 2013-  which I found on YouTube . the duration of this 31 seconds long which is you expect in a ident. As watching this it more recent at it was showed on BBC .In this ident it set in a pub with his friend and he wearing chritmas jumper which also advertise the Christmas jumper. It also symbolise everyone coming together and enjoying the company of others . the logo comes at the end and use logo colours of BBC logo also the music is very Christmassy. Tone of presenter is voiceover which are used in all ident fot TV channel, the presenter voice is very sophisticated.

             

www.theidentgallery.com or http://theident.gallery/ 

Task 1: Read over PPT and make notes to define and describe the following terms - there will be a Quiz when you return

Task 1: Read over PPT and make notes to define and describe the following terms - there will be a Quiz when you return

          i.            Channel's Identity- This is when the  TV channel identity  is recognise by the audience. For example, every TV channel will have an ident that is different  from other channel, since every channel might have different features that it suitable for the channel. For instance, BBC ‘3’ ident  is animated and include all the features  that BBC 3 has on the TV channel suchas, music, information around the world and scientific facts.    

       

  ii.            To brand the channel-  On TV it is important to brand and to promote your channel, this is because the target audience now what the channel is about from watching the ident and also the audience would recognise the channel. By this the channel is catering to the needs of[1] the users and desires of a specific community with products  which ties in with participatory videos ads. This can give the advertisers the ability to measure and view in time users attitude towards the advertisements as well as product/service being discussed.    

    

    iii.            Brand loyalty-depending on the TV Channel’s  target audience such as, BBC or channel 4 the audience might like something that they might remember. The audience can give you lots of reason why the enjoy watching the channel, such as, product but if audience can give you specific answer why they love the brand this means the channel has develop brand loyalty with in the target audience. Brand loyalty is very important for the TV channel ident as loyal audience like to know if everything is change and if they can depend on the channel. As users like to spread  the word around.

      

  iv.            to market- Ident is not only created for TV it can only use for marketing as it used for merchandise to help promote their brand image this is done through programmes after a show, product and DVDs. By this it also increase brand loyalty. 

   

      v.            segmentation this is when TV channel ike channel 4 or ITV they will have a break in between  programmes to advertising different programme   and provide more information about the channel. Whereas no commercial channel such as BBC  does not have this.  For example channel 4 has different segment like E4,4 music and film 4 which shows that the channel 4 is catering to the users needs whereas  each segment channel might be suitable for certain audience. For example 4 music audience is for 13- 18.       

     

   vi.            provide information- one jobs that an ident has to do when it is displayed on TV channel is to provide information  to the target audience what programmes are shown on the channel is anything change on the channel. For example, BBC 3 mention that there no longer BBC 3 on TV on the ident.  

    

    vii.          rebrand the channel- in some cases TV channel will rebrand their ident to keep up with the time period or change their feature or context of the channel. For example, the BBC has change their ident plenty of time over the time period just to keep up with creativeness with the ident being made.

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[1] www.itvdictionary.com/definaition /brand_channel_definition.html

Panda Music for artist- Romzy

shot list of music video

multi clipping for young empire

3. lyrics interpretation and breakdown- panda RMX

planning structure 

•0.00- 0.13 birds eye view of near on 02

•0.13-0:26- close up of his mouth introducing the song then cuts to the bird eye of the shot

•0.26-0.36- colour smoke flares panning down shot of artist walking and meeting his friends in location such as, Woolwich, abbey wood.

•0.43- 0.53- performing the song

•0.53-0.59-  cuts to shot to artist and gang heaving fun

•0.59- 1.06( narrative) rapping in the studio working hard at home

•1.06- 1-17- performance gritty area- camera movement, low angle.

•1.17- 1.22 (Narrative) getting signed- 2 shots short reverse shot

•1.22-1.27- performance

•1.27-1.30- with friends

•1.30- 1.34 close up of artist mouth  talking location of cannery wharf

•1.35- 1.51- performing

•1.51 -1.56- interview

•1.56-2.00 performing

•2.00- 2:11- rapping in the studio

•2.11-2.29- performing

•2.29-52- having fun. (near the end do a arch shot around the artist) 

Meaning of the song 

•Artist clapping back to the negativity in his life, such as social media  

(YouTube, twitter, Instagram) 

•Speech of what's on his mind.

•Image

•Betrayed artist as ambitious, hardworking, confident and aggressive.

•Style

•Hip-hop/ Rap

•Narrative

•A artist journey of his struggle due to lifestyle and social media

•Shows how he is developing as a artist and has block out that negativity out.

•Shows him on social reading the comments

•In the studio working hard

•Getting signed

•Doing interviews

•Putting at successful tracks.

•At the end he finished speech and come successful.  

 

   

Maya's pitch

UGO, ESE

By listening and watching your pitch i found it really interesting as a music video as theme of creative art also the message it really strong behind and i think it will sell to the audience. I think i  am suitable for the role of producer  for your music video as i am organised person and always stick to deadline. I am also determining to reach final goal. I am very passionate and always do my best of my abilities.

Task 3- Chroma Key and Effects

In this report I will be explaining how to use chroma key and what possible reason on why artists use chroma key are and what kind of effect the editor can use to make the artists to seem that they are actually there in the location. In music video artist will use a chroma key to be more creative and create a theme of hype reality. chroma key is very important as music video TV programs and films rely on chroma key and effect.  However, as the time goes on chroma key has use for the right purpose and some has used for the wrong reason.

Chroma Key are usually use of budget, location that music video cannot reach or do not have permission. chroma key is use by an artist standing in front of  a green screen as it which is a effect that can remove the background as it does not create any shadow and by using green screen you can  turned into an location of your choice. afterwards you put the artist in front of camera performing the song, after performing the song from different shot and angle you take the footage to editing suit then you change the background to black which allows you to upload any location. By this chroma key and effect it focus on the artist performance more.     

Bad Chroma Key 

One example of bad chroma key is Kanye West-Bound 2. This is when Kanye uses the green screen location of the desert. In this video you see Kanye on a motorcycle driving in the middle of nowhere with is wife naked. In the video the chroma key was used unsuccessful in this case as chroma key is supposed to use for hyper-reality and creativeness which the background was not very suitable in this music video.  Theme of the music video was cowboy and in those days you will never see a black cowboy, and in that time slavery was going on that time. Due to this Kanye doing this location using a chroma key shows he reinforcing   his image of freedom and strong black men. But the lyrics does not relates to the visual as visual is about a journey with his wife and kind of a honeymoon.

David Hasselhoff

Another bad example of bad chroma key is David Hasselhoff - Hooked on a Feeling. This when David use the chroma key for  different location which was not suitable for location. In the music video we see David Hack in front of green screen lip syncing and different location appeared behind him. By this it destroys the creative of it as he was not blend in with the background and catching a cube with that has supernatural powers (0:52-1:06) and later flies in the air (1:07-1:11) which takes away the hyper-reality of it. Another  things that was wrong was nearly every lyric he said would appear on the screen which made it predictable. in this video it illustrates that he has supernatural powers and he can everywhere at the same time. also the purpose of using chroma key is to focus on the performance of  David Hasselhoff showing that he is out of this world and he has supernatural powers and also represent its music video itself as the music video is being extremely over the top and becoming less real. 

Like Kanye West- bound 2 and David Hasselhoff - Hooked on a Feeling they were badly used of chroma key but however whether it use for the wrong it can lead to a music video to viral as  David Hasselhoff - Hooked on a Feeling had 12,438,341 views whereas Kanye West Bound 2 had 59,970,937 views which clearly states bad chroma key lead to a video going viral. Due to this is the reason it was bad chroma key to use as effect is because they did not represent the mood or emotions of song visually and lyrically, and by this they also relay on chroma key to much to got to the point that it came unreal and joke to the music video.  

Good Use of Chroma Key and Effects 

However, chroma key can be use successfully as we see in Katy Perry- E.T. This is when she was up in space taking a journey to earth. Even-though she use a chroma key she used it for a right reason because she was blended in with the location and music and visual was related to the location. also the the location was dark and the mood was dark as well as the lyrics relating illuminati and super natural power. By this it can be disturbing for the audience to watch but by this people want to watch as Katy Perry E.T got 427,197,520 views that went viral. So concluding good use chroma key makes more creative and more hyper-reality. By use chroma Key for the this music video E.T. it works because the music video relates to lyric and visual whereas, Kanye West and David  Hasselhoff does not relate to the lyrics and visual. 

The purpose of using a chroma key is to make an artist more creative and unique with their music video. For an unsigned artist a chroma key would be effective in this case due to, locations that they cannot get hold of or have a low budget  So in my case I use chroma key for 10 second of music video and I would be explain step by how I use a chroma key and how to put effect on you and the location to make me seem that I was actually and to make me blend in more.

chroma key guide 

Firstly, in order to pull off a chroma key you needed to book out a green screen room  to record all you footage of the artist performing in front of green screen.  Also it is very important that your lighting equipment must be lit up correctly on the artist because when editing  the footage it would not blend it properly. So the first we did was set all our equipment checking that I was lit up correctly and had the song playing the background which was ‘Panda RMX- Romzy’ and starting lip syncing. Putting on reply so it saves time. When recording my footage we recorded a  close up side angle and font angle of me performing the song.

 

Afterwards recording all my footage i went to the mac room and download the footage on to the final cut by creating a new event and project. Once I had my footage in final cut, I notice that there was no sound played by this it would be hard me to sink up my footage with the lyrics and the music. Afterwards I went on sound cloud I downloaded the track and dragged it into final cut. Then cut down then to where I was lip syncing from and tried to sync my footage with the music.  Next thing I did was add colour correction onto my footage making the backdrop black so I can add different location.

The next step I took was to go on Stutterstock and trying find location suitable for my theme of the song which came with  locations of luxury cars and blur street lights and car lights.  As I got my locations I dragged into final cut and put under my original footage.  As dragged my Stutterstock into the background I add  collection of me performing which colour board appears. Then turn down the exposer making me balance creating shadow. Next  I add effect blur which is Gaussians then add a small amount of focus  and add keyer  by adding a spill of contrast and fill hold . afterwards I add a effect  called broken pandom which is filter that was suited to the background to make part of it and make more realistic.

Overall chroma Key are use to location that artist cannot use but if using a chrome key you must think carefully why do i wanna use it and must be relevant to the lyric and visual. Chrome key is used to make the artist more creative and create an image for themselves and create a theme that is hype-reality.  In both way chroma key are use to make the video go viral.                         

 

TASK 3C Camera angle and camera movement- nearly done

 In a Music video there plenty of camera angle use in order to create some sort of meaning and some sort of mood. We use camera angles to visualise the track also camera operator use different camera angles to creates a sequence of image.  Through noticing different camera angles it tells the audience more information about the characters or the artists. Here are the following:

Video Birds Eye View

One of camera angle use in a music video Birds Eye View this is use to show a different perspective of an object. How you use this technique is overhead shot have the camera place in the air using a drone to film the location such the top of London, Canary Wharf. This techniques is use at the beginning of a music video. For example, ‘Bang Bang Nicki Minaj, Ariana Grande and Jessie J’ they use this technique to let know where the music video is set (0:02-0:06). This is good camera angle to use because drop the audience in a filminc away and drops the audience in to the character's story. By using a bird eye view shot also well know as (Crane Down) it introduces  the music video in a film way. The purpose of this is to see the subject in a different perspective so in case a birds point of view 

High Angle

Another camera angle use in a music video is a High Angle this is not extreme as the bird’s eye views but the camera is still place above the object or character. By this it gives an overview of the action taking place this makes the character appears smaller in the frame and illustrates that the character or artist image is valuable in the shot. This techniques is shown on a person to show that they are not in power and weak. You can use this technique by standing on higher wall and filming the character above of you.  For example ‘DJ Khaled - Do You Mind ft. Nicki Minaj, Chris Brown, August Alsina, Jeremih, Future, Rick Ross’ use this technique at the beginning (0:19-0:23) when the character are arguing and one of them is in control. The purpose of using high angle is to make the artist or character seems less important and vulnerable comparing to the camera man who more dominate. By using this technique you are creating more depth and meaning into the artist or character. When using High angle make sure you are using it for the correct purpose to set the mood, setting and effect.  

Low angle

Another camera angle use in a music video is a Low Angle this the opposite of high angle. This techniques is showed by the camera is looking up at the character. By this it illustrate that  the character or artist has power over the camera operator it also shows that the person is dominate in frame and everything around is smaller. You can use this technique by putting the camera near tilting the camera upward making the character larger in the shot. For example ‘Bruno Mars - 24K Magic [Official Video]’ use this technique in his video as the artist is bigger in the frame many time this shows he more powerful in this shot. The purpose of using low angle shot is to make the subject more powerful, dominate and have more control over person (1:46-1:58). By using this techniques the audience can tell what kind of artist the person is and creates a powerful image for the artist as it shows that artist is more powerful.

In a music video different angle are use depending on the genre for example, Rap and Rock uses low angle a lot in music video this is because the artist is trying creating an image that is powerful. For example, Breaking Benjamin- So Cold music video uses same low angle at time (0.35-0.37) as the artist is playing the guitar and then shown at time (0.52-0.54) Also Rap and Rock music video are usually aggressive so they use low angle to show their personality and image as an artist. For example, for my summer music video we did not use no low angles in our music video as its genre is RnB which does not use low angle in this genre.    

Canted (Dutch) angle

An additional camera angle use in a music video is canted (Dutch) angle. This used sometime to show that the camera is tilted [1](ie is not placed horizontal to floor level) this illustrates  that the character is unstable this angle is use as point of view and gives us an inside of the character mind sense this can illustrate that the character is confuse . You can use this technique by turning the camera horizontal to prorate. For example, ‘Majid Jordan - Something About You (Official Video)’ use this technique as the artist is walking this emphasis that character is unstable and confuse. By using this techniques it creates meaning and mood to the music video as this video meaning is about confusion of girl that the artist is trying to find out. 

   

Camera movement

Zoom out/in

In music videos camera movement is very important as it brings a sense of live performance, mood and pace. A camera movement use in a music video is zoom out/in this shows that the character is claustrophobic. You do this by recording the artist performing by changing the focus lenses making the artist closer to you, by this depth of field would appear also it would create more depth to the music video. When zooming out it makes the lenses wider and the artist or subject become smaller by zooming out/ in the audience judge what star image you are such as, powerful, confident or weak.  For example Taylor Swift Bad Blood. In this music the use zoom in and out at the start (0:05-0:07) and later on in (2:07-2:14) on the artist and on the  character.  The purpose of zoom out/ in is to for detail on the subject  to sometime show emotion but more importantly is used on the subject to shown  that she is uncomfortable and power and intimidation. By using zooms it makes it more interesting.

Tracking away      

In music video one significant techniques that most music video include in tracking. There are three types of tracking away one of them is tracking away this most use in a music video, this is when the camera stays a certain amount of (3-5ft) distance from the action. For example, the artist is coming towards the camera and the camera backing away from the artist whilst recording. By using a tracking away movement it illustrate that the artist is in control and has power over the camera operator. The purpose of tracking away movement in a music video because it shows that artist is aggressive and also give the audience a sense of point of view. Also the purpose of using this technique because it makes more interesting to watch but you must be careful as this technique must be suited to the genre and theme you are going for. For example, Kiesza – Hideaway use this technique throughout her music video at (0:15-0:36) as the artist was walking towards the camera. By this it illustrates that the artist is more dominated and has power over the camera.  

In a music video different camera movement are use depending on the genre for example, Rap and Hip-hop uses this technique in artists videos as the director or camera operator is trying to get the message across that their image is confident and has control. For example for our summer music video we do not use tracking away as the music was not aggressive but it was calm, also the genre we use in our music video it did not need to have tracking away shot. Whereas N.W.A- Straight out of Compton had loads of tracking away do to the mood of the song they were trying to betray.  

Dolly In

Another camera movement use in a music video is Dolly In. this is [1]a technique in which the camera moves closer or further from the subject while simultaneously adjusting the zoom angle to keep the subject the same size in the frame. You do this by holding the camera horizontal and zoom in and out. The purpose of using a dolly in movement is it can [2]introduce wide-angle distortion or changes in the apparent depth of field. For this reason, it's sometimes preferable to dolly than zoom. This means it makes more interesting to watching to watch and also gives point of view as well. For example, PARTYNEXTDOOR- Come and See uses this technique at the beginning 0:03-0:06 on the trees and 1:05-1:07 as it zoom on the character setting down. The purpose of using dolly in is it give a cinematic effect which gives a sense of a short movie and also it put you into the camera operator POV.

In a music video different camera movement are use depending on the genre for example, Hip-Hop use these technique in music as it sets the mood they use this for the location on angle bird eye view. For our summer music video we use a dolly in movement at the beginning 0:02-0:12 as it was horizontal zoom in into the artist. By using this technique it makes it more interesting and also gives of a journey taking place.

 Handheld

 Another camera movement use in a music video handheld.  Handheld is when the action is moving too quickly or too unpredictably for the camera to be on a tripod. This calls for making the camera more mobile and able to follow the action of a scene. Most times the camera will simply be held by the operator. This means that tripod is not use and the camera operator is holding the camera free-handed. You do this by holding the camera making sure it is steady following the artist or camera. For example, IN2- WSTRN ft. Wretch 32, Chip & Geko uses this technique at time 2:12-2:23 as the camera operator was following the action of each artists starring in the music video. By this it gives an urban feel and street feel. The purpose of using this technique it makes it realistic and it gives it more gritty effect on it.

In a music video different camera movement are use depending on the genre for example, mainly hip-hop, rap, indie and in some parts in rock this is because it gives a sense of emotion and lack of unsuitability. For my summer music video we use tridpod but in some cases we use  handheld movement  as panning out of the shot (0:45-0:50). By using this technique it give point of view and makes more interesting.   

Tilt

Lastly, another camera movement use in a music video is tilt. This when  [1]moving the cameras lens up or down while keeping its horizontal axis constant. Nod your head up and down - this is tilting. Pan: Moving the camera lens to one side or another. Look to your left, then look to your right. By this it makes more interesting. For example for my summer video we did not use tilt as a music video was settle. Another example is  Majid Jordan - Something About You (Official Video) where they use tilt (0:01-0:06) as it tilted to vertically to horizontally on the character. The purpose of using this is to look at the location or subject in a different perspective and it can set mood or the pace of the song, 

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[1] https://www.videomaker.com/article/c10/14221-camera-movement-techniques-tilt-pan-zoom-pedestal-dolly-and-truck

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[1] http://www.mediacollege.com/video/shots/movement.html

[2] https://www.videomaker.com/article/c10/14221-camera-movement-techniques-tilt-pan-zoom-pedestal-dolly-and-truck

https://www.videomaker.com/article/c10/14221-camera-movement-techniques-tilt-pan-zoom-pedestal-dolly-and-truck

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[1] http://www.mediaknowall.com/camangles.html

Task 3C Beat Editing and Syncing Guide- done

In this how to do guide I am going to explain and investigating and discussing the most important steps of beat editing and how to synching. This is really important when it comes to music video because it brings alive the whole music videos and brings the whole creativeness through the editing by setting the mood and pace of song and set the relationship between visual and music as the music beat represent the drum and bass in the song.  As research shows that artist’s target audience watch their music video and judge by the music video if they like the artist or not. So the editing for the music video as to be high quality in order to make the video can go viral.

Beat Editing 

One of significant technique use in editing is beat editing. Beating editing is when you edit to the beat of the song, for example you will used this technique by playing the track of the song and when you hear a kick or bass in the song you can cut the footage of a scene and add another scene or you can cut the scene and then use the same scene and zoom in or out to give an effect of box speakers. The purpose of this beat editing is that it set the mood and pace of the music video and makes it more enjoyable to watch. For example, Chris Brown- Look at me Now music video the pace and the mood is upbeat, so therefore editing has to be quick as you see at time (0:33-0:37) when the  the beat editing is cutting to a different shot depending on the drums at the beginning of the song. Later on in the music video at time (1:04-1:16) the shots change as you can hear the second clap. By editing to the beat it makes more interesting to watch and set pace of the music video and by that the audience can figure out the mood by the song which was energetic.




In order how to beat edit you must  the first the thing to do is grab you track into a digital software such as, final cut. After import all you footage into a digital software and create an event to safe all your footage. Next steps is listen to the track and add markers when you hear a drum, kick, bass or slap. Afterwards drag you all you footage and put them in order to start to finish. Step 5 cut parts of footage to the beat, making sure that you have various shots. by this you can change the order of your  footage by adding shot angles making it montage. by this it make more watchable, whereas if you do not edit to the beat it would be one long take of footage not setting the mood and pace therefore it would be boring to watch and not showing your creativeness for this reason the music video would not go viral. By beat editing it creates a relation to visuals and the music itself.  

For my summer video that calvin and I produces as group as two for transition period we was ask to do a music video so we chose to do ‘MAjid Jordon- Every Step Every Way’. In our music video there was some techniques of beat editing for example we cut to beat of  the bass and the trumpet. By doing this it makes it more interesting to watch. We also had some choreography in it as it shows the artist dancing in the music video. We had some elements of abstract in it as you can see at (0:25-0:36 ) where we used shapes shaped like a raindrop. by this it makes it different to watch.

As analysing our music video I came across that some things could been improve or add to make it a better standard. For example, the camera focus could been better as it was a bit blurry in some place which it would not  been very professional  in the music video world. Also according to the lip syncing  it was not that great  for this reason I would pick a music video that involves a unsigned artist just because they will know their own songs and it makes it more believable for the artist. Also we could have use more shot which made us limited for our editing, which is important to have loads of shot in order to be creative with our beat editing.

Lip Syncing 

Alternatively, another significant technique use in editing is syncing this is when you sync all your footage for a music in to digital software such final cut add the track into final cut then synch it to the song making sure that the footage goes with the song. For example, lip syncing you need to make sure that the lip synching is sync to the actual track you are doing for the music video. The purpose of syncing that it makes more important also it illustrate the lyrics of song and shows emotion. Whereas,if you do not syncing all the footage then it music video would look at of place and messy.  

Another significant techniques that always used in a music video lip syncing. This is when an artist is miming to the lyrics of the song. This is very important when it comes to the music video because if you going for performance style you need to make sure that the artist miming is on point. The artist can do this when shooting have a speaker playing your track and miming over it make sure pronounce the words clearly and accurate. Have following these techniques how to miming over the song it would be easier the edit in final cut and easier to sync up. 

You do this by dragging the track in final cut or any digital software and getting all your footage and line the footage of miming that your artist done and line it up accurate to the track. For example, my summer work had lips syncing throughout the music video and syncing quite well but the things we need to improve is the miming it was not that professional standards. For next time i would use speaker in the background to give my artist some support and would get an unsigned artist because the would known their lyric very well therefore, it would be easier to mim and edit. In our music video we use a convention use such as lip syncing which is very conventional in a music video by doing this it shows a style of performance.  Lip syncing which is very conventional in a music video by doing this it shows a style of performance.  The purpose of lip syncing it reinforce and sells the realism of the performance and gives the audience an insight of the actual live performance is going to be like because that how artists are making money these days. 

In conclusion Beating editing is very important when editing because it makes the music video come more alive and more interesting to watch as people have short attention span. Also beat editing is important because it sets mood of song and it create the pace of the song. for example, my summer work my music video did edit to the beat but we did not have that many shots to more creative in our beat editing whereas, my recent beat editing for 'Turn Down or What'  the beat was more noticeable as the footage was cutting to beat all the way through and use the speaker beat editing effect to be more creative on birds eye view of London as you see at 0:04-0:06.  In my recent music i cut to every beat as you see at 1:05- 1:10. By this it was more entertaining to watch and send the mood whereas, comparing to the my summer it did not set the mood that well and was not that noticeable. However lip syncing is also important because it giving an performance also creates a image of the artist and creates meaning. By using this techniques the music video comes alive and their chance for it to viral as the audience only watch music video and judge the artist from it. Lastly the purpose of a music video is to create a relationship to the visual and the music itself.

2BII+III Styles of music videos and modern styles of Music Videos

In this report I will be explaining the different types of music video can have to suitable for genre and the image that artist is going for. In a music video it is important for the artist or production team to know what kind of style them putting out in order to attract their target audience for example, narrative, performance and concept. Also in this report I am going to be explaining the postmodern style in music videos, such as Parody, homage, pastiche, parody and animation.   

Narrative 

Music videos usually consist of 3 different elements one of the main ones narrative, this is told through a story within a music video to suit the genre of the song. For example, in a narrative music video they will have a main character which is usually an actor that plays a role and suited to theme of the music video. By having Narrative the target audience can follow the story easily can figure out the plot of music video but however the drawbacks coming up with narrative as music video it can get boring for the target audience. In a narrative video they will create a mood for the song and then come up with concept and visual of the music video, it in some narrative they will might have a sense of performance. 

An example of this style of music video is ‘Justin Timeberlake – What Goes Around … Comes Around.’ In this music video it show that it had narrative as it show strong evidence at the beginning as it has  a sequence of the artist, production and director names and goes in to the two main character that features the artist in it having a conversation leading up to the song. Also in this music video had strong MES and by this it creates a mood that is happiest between the two characters and later on it shows a sense of heartbreak. There is a flashback showed in this music videos of the two characters having good time, flashbacks that usually occurs in narrative music videos. Towards the end the mood that was crated was violence, also towards the editing to beating was faster and fire was showed at the end with actor foreshadow danger as the girl died at the end. 

Performance

Alternatively style that an artist might take on in their music video is performance. This is when artist or band showed performing their song this will contain lip syncing. By can be an advertisement for live performance and concert. This usually stars the artist in the music video for example they would a band playing the instrument e.g., drums and guitar as their music video. By doing a performance music video the target audiences can get fell of the artist and it easier to create a star image. However the drawbacks of doing performance video for band the shoots can be easily be repeated. This consist of lip syncing all the way through.   

An example of this style of music video is Beyoncé ‘I was Here’- (United Nations World Humanitarian Day Performance Video.) in this video the artist is performing live her single which she is standing there singing to the audience with a short film playing behind her. Beyoncé is known for her energy on stage but we see a different side her and we focus on her voice and the artist she is. By having performance as a music video her target audience get sense of her personality and creates a more realistic video as it was clearly shown in Beyoncé ‘I was Here’- (United Nations World Humanitarian Day Performance Video.)

Conceptual 

Lastly another style of music video is Conceptual. Conceptual video takes a different approach to a music video such as, unique and focus on mood and elements more. Conceptual are usually metaphoric and it base on the music video some conceptual might not lip-syncing and focus on beat of the song. For example daft punk ‘Around the World’ is conceptual music video due to the music video is structured to the beat of song through the choreography.  

  

An example of this style of music video is conceptual is Daft Punk - One More Time. In this music video the characters are in tune to beats and instruments that is played in the music video. It is an animation music video it also had performance in it as it shows the band playing. By having a conceptual music video the plan to make it go viral as it has 106,514,914 views. Also conceptual has deeper meaning in to but harder to find. 

Postmodern style of music videos 

Parody 
In 20^th century there are postmodern style in music videos, such as Parody, homage, pastiche, parody and animation. We have this to set apart are music videos to make it different. For example parody is style of music video and it is really dramatic to the usually and base on lyrics and the visual of the song that is displayed. For example ‘Fifth harmony – work from home’ parody. In this video the visually and the lyric of the song is been over exaggerated by context of the actual music video. By having parody as a music video it will attract more viewers due to funniest and silliest of the music video for example ‘ 16,085,530 views’

Homage 

Another postmodern style is homage this give a sign of respect [1]another text that has influence them or just one that they like. This means they do a music video that is homage is the artist is acknowledged something some has done whether it’s in a music video or a film. An example of this is Janet "The Knowledge" this video was inspired by a film called The Knowledge in 1979. By doing having a homage as music video you can use their idea and build upon it to make interesting as Janet Jackson did also the audience can relate to it more because they know what theme content the artist got the idea of the style.  

Pastiche

Another postmodern style is pastiche this is when an [1]artist imitates somebody else’s style. This is usually light-hearted and done with respect for the person who is being imitated. This can be that artist can be influence by their style and like it. For example ‘Teyana Taylor – Undercover’ imitates the style back in the 90’s through MES, editing and chorography. By having a pastiche of style of music the artist can bring back the style and create a newer version with that version by this it makes unique and interesting to watch.

 Animation 

Another postmodern style is Animation this is when the video is has Disney effects on this is usually stop motion animation on digital software. By this it makes it different from all other postmodern styles of music video and makes it more interesting. For example, ‘Arctic Monkeys - Do I Wanna Know?’ this music video is very animated as had conceptual music video as it has heartbeat signal animation use as bass then latter has animated character such as, women. By going for animated music video it makes it different to watch and also it creates beliefs in target audience imagination.

To conclude there are different styles that an artist can use to create an image for themselves in order to gain target audience and uses styles of music video it can boost the artist image in a positive or negative way either way the audience will still talk about therefore more people will promote you as an artist.  

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[1] https://www.scribd.com/doc/150378840/Music-Videos-Styles-Conventions-and-Techniques-2

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[1] https://www.scribd.com/doc/150378840/Music-Videos-Styles-Conventions-and-Techniques-2