TASK1A- Budget

$4,000,000 budget



This music video has a high budget because it consists of expensive locations, especially as the locations vary, so they're going to have to pay for a large number of expensive settings. Also, props such as cars were included inside the video, and also a number of motorcycles later on in the video, which was going to cost the artist a lot of money. The video also included costuming and masks of the artist. Also, another thing that would make the video very costly is that the artist had to hire talents, and in this video, there is a very large number of talents hired, considering the fact that as the artist went from one setting to another, there would be a different group of dancers. Relating to the talent, the artist would have had to spend a lot of money on choreography, rehearsing all the dance moves over and over again, etc.

Another thing that would have caused this music video to be very costly is the use of various camera equipment. In the video, a variety of camera equipment was used. Not only this, more than one camera was used, meaning that this was a multi cam video shoot, which would resulted with the artist paying for more than one camera.

Conclusion:
The first music video reached around 54 million views, and the second music video reached around 13 million views. Both music videos had a lot of money being spent of them. One thing this research proves is that videos that have a lot of money being spent on the visuals attracts a lot of views.

Higher end budgets have a better creative idea for the audiences which will make the music video more interesting and enjoyable for viewers. Higher end budgets consist of complex visual effects and more expensive locations.

The budgets for music videos are there to cover the costs of creating the video such as storyboards,props, location fees and more. The lower the budget the less amount
of money is used to create visual effects which help to engage the audience.

100k budget music videos
An example music video created on budgets of 100k would be the song stay by the artist Rihanna.The genre of the song is R and B. The genre R and B generally used a higher budget for the productions music videos as the want to create a more powerful visual effects for the audiences.

The video includes both artists, who both take apart in the narrative of the video. In order of this the music video is able to seems more realistic and relatable to viewers,

inferring that they can feel

engage to the artist and get an understanding from the visual effects. The use of the budget enables the music video to be effective to promoting the artist. The editing of the video helps to create a mood  including camera shots such as close

ups and mid shots, making the audience get the sense of the video being based on the artist emotions.

Therefore the audience feel more interactive with the artist feelings a connection with them during the video.

200k music videos - Beyoncé single ladies 

The higher range for budget on music videos are likely to get more viewers that may repeatably watch the video. The music video for single ladies became popular mostly to the target audience of women mainly cos of the meaning of the song talking about single ladies also the fact the artist was a female. The choreography of the video became very popular to viewers where everyone would copy the dance and doing exactly as the artist did in the video making the video seem more enjoyable to viewing and entertaining as well as a well known dance track which went viral to audiences around the world.

Budget in Music Videos - Low budget Video

when making a music video you will get a budget and that is slit into a number of things that you need to consider which can limit or allow you to be as creative as possible to create an image for yourself as an artist or for your artist that you are trying to sell. Not only that but you want this video to promote the song/track that the video is for.
the Budge depends on what your concept is, the locations, props, the

$22,000

Kendrick Lamar - King Kunta

In this video Kendrick as you can see is in an urban location which happens to be where he is from and grow up, Compton California. this song is a mix of g funk and hip hop and that sets the mood in your head to be jolly and happy and that is what you see in this video and this is shown by the dancing in the video and him being surrounded by his peers and the attractive females around him creating that Hyper-real reality.
as you can see in the video there are not much visual effects going on and most of the video is edited Rhythmically this means they didnt have to spend as much money on special effect. not a lot of props were used in this video as you can see because he is not trying to show himself as being a person who is very interested in material things like big jewellery, flashy cars, the newest and most expensive brands. but instead he is showing us where he is coming from and how he has become a king but still keeping humble.
this video is a single camera production that looks like they were using the camera hand held at points in the video so they wouldn't of had to buy things like drones etc.

in conclusion this video is in the lower end in terms of budget because of the simplicity of the concept. 

$35k - $50k 

Future Ft The Weekend - Low Life 

this video is still on the lower end of the video production price because you can still see that the concept is still simple and is not using a lot of props.
the song is called low life and they have used that theme in the video by shooting the majority of it in like an abandoned warehouse of some sort where low life's in the context they are using it in tend to dwell. using that location would of needed a sum of money which puts it on top of the the kendrick video. in the video you see a lot of different lighting effects one of the reasons is because how dark the location would of been also they use a lot of low key lighting to find the artist face also referring to being  a low life.
all of this would of taking up about 5,000+ 

Refers to the giving of permission to authorise advertisement to be present in your music videos in which you will be charged for. An example is Youtube, YouTube charges advitiser for the advertisement while they share the fees with you, this allows you to make more money in your pocket. however it has some bad points to it as if you add adverts to your video it's more likely to steal, distract and make your consumers sway away from your video causing you to lose consumers and money.
So if you decide to have adverts present in your music video your likely to make $2 per 1,000 views on YouTube.

Task 2a- Genre R&B

In a music video there are different types of codes and convection of genre that music a music video hyper real and makes an individual artist create their image. There are different types of genre such as, pop music, R&B, Hip-Hop- Rock Metal and Indie. In order to have a successful music video you need to know the genre an artist is going for to fit their target audiences.

As I was researching I come across the  genre R&B which is usually is slow tempo and is usually based on the theme of relationships. An artist that incorporate the genre R&B in the music video is Ne-yo ‘Mad’. ‘Mad’ by Ne-yo is designed to set a mood which is usually sad or happy. Another example that has sense of happy or sad moment’s relationship in the artist’s music video is ‘Curtain Close’ by Ray J. In this video he artist explains his relationship that has happy bits and sad bits. Another R&B music video that has theme of happy sad is ‘Boys two Men- End of the Road’ that is sad theme of relationship is broken. However not all R&B are not always depressing comparing to an another example  Nelly ft Kelly Rowland- Dilemma’ Have the same theme which is happy and more up lifting.  

                                                                          MES 

R&B music video are usually slow tempo and designed to make the target audience get a sense of feel.  The music video ‘Mad’ has MES that is suited to the music which is laid back clothing whereas, in a Hip-Hop or Pop music video the MES would be very strong with clothing and props use in the music video, such as, Lady Gaga- Bad Romance as she is wearing different clothing that really brings out her image as being creative and wild and prop used product placement such as beats headphone, whereas the genre does not have no product placement . Another example that uses MES that is suited to the genre R&B ‘Curtain Close’ by Ray j. the artist is wearing laid back clothing, however the artist wearing 2 different outfits one was laid back and suit and tie. The music video ‘Boys two Men- End of the Road’ have same sense MES, which the clothing is laid back. Last example, Nelly ft Kelly Rowland- Dilemma’ has MES that suited to the trend in that time period of time that is also laid back clothing. Even though it is in black and white you can also see lightening being used such as low key lightening. 

The music video is shot as a short film as at the beginning of music there was an intro of two character auguring and then goes into the song. It also had narrative throughout the music video starring the artist taking on a character that going through a difficult time in his relationship. We also see this in Curtain Close’ by Ray and ‘Boys two Men- End of the Road’ when both of artists shows difficult time during their relation whether it they lost their love ones and they had an argument, and also has short introduction whilst music video is playing. Base on three type of music video the genre R&B usually base on couples.  Whereas Nelly ft Kelly Rowland- Dilemma’ is different because it has an introduction of film even though there is no dialog you can see it that acting before song starts .     

                                                                             Camera Work 

In this video they also use camera shots such as, close up is to focus on the artist more and through this techniques we see the characters emotions. Also uses camera shots such as over the shoulder shot to show  that the character is more dominate so in this case the girl was more dominate. There are some camera movement such as panning and still shot this is because the camera person want to focus on the artist more. ‘Curtain Close’ by Ray J’ also has close up in the music video when fades to his suit and shows important event in the artist lives at time (1.57-1.59). Also Nelly ft Kelly Rowland- Dilemma’ has some close up such as, the artist’s face to show emotion at time (4.08-4.09). However Boys two Men- End of the Road’ do not have any close ups in the music video. 

 Editing 

All the shots are slow paste cutting to beat of song due to R&B are quite slow.  In music video ‘Mad’ by Ne-yo there different location being show for example, house, street and a cemetery. This music video would be filmed with a single camera and broken down is series of shots base on editing of the soundtrack. As watching the music video it was continuity editing no jump cut are showed. All of this music video all consider this editing for example,  Curtain Close’ by Ray j’ had loads of fades into the next shot or scene , as well as boys to men Boys two Men- End of the Road’ Nelly ft Kelly Rowland- Dilemma’ are all slow songs and because of this the editing or paste of this song is not that fast or upbeat e.g colour)

 In conclusion whilst watching all 4 music music 2 of the video it was in black and white. Black and white purposely use for  a sense of intelligent and realism. In R&B videos the artist usually has black and white. But in this case Ne-yo done different to create meaning which is this relationship has no life and mood is dark.  Similar to this theme is Curtain Close’ by Ray j’ which also a black and white music video. However Boys two Men- End of the Road’ and Nelly ft Kelly Rowland- Dilemma’ has colour to music video. 

The videos for R&B Genre 

task 2BI- Style + Convections- Goodwin- add more

In a music video an artist or the producer need to think about 3 different elements of video such as Illustrative, Amplify and Conceptual videos. Also a music video need to have general convection which involves performance,which involves lip syncing from an artist or band. Also performance video is advertising an artist song this because people do not buy music. A narrative involves an artist taking on a character to build or create a star image for example, Lady Gaga.  lastly a music video can have a conceptual video which involves choreography video dancing behind the camera and base on the song tells and story and give an abstract image.

                                                Relationship between Lyrics and Visuals  

2/3. Whilst doing my research on music video i notices that some video include a relationship between lyrics and visuals. for example Taylor Swift 22 is more performance which she was lip syncing  and you focus on the lyrics and visual more as more entertaining to watch.  This video is amplify which characters having fun as the chorus kicks in the character come more alive in the music video  because which has meaning but is repeating the lyrics over again it also clear. it also narrative as she playing this character of fun young girls that enjoys life when as she gets older. In this music video t there is a relationship between music  and visuals as the explains  that she is 22 but she still having fun as you can see that in the music video. In music video the mainly dominance of  mid close up and mid long shot to give the audience a an over view of the atmosphere as theme of the music video was fun. In the music video 22 Taylor Swifts context about being wild and free as you stay young once.





4. Record label would demands the music producers to have close up of the artist and the artist might develop motifs which recur across their work because it shows that artist is the main star focus on the artist more. Therefore by doing loads close up the record label is create hype real star image and audience would see that and what to be more like artist therefore more publicity for record label. For example, Jay Z 99 Problems music video has load of close up of the artist and other talent that taking part in the music video this shows more the artist and we get a better view and aspect of the artist image. which is more laid back and from the hood that trying to make it out as we see cars and MES. By watching this the audience would want to be like that image of Jay Z to get inspiration from him.




5. There are frequently reference to notion of looking such as, voyeuristic treatment  on men and women body parts by use close up on specific body parts such as, for women legs, breast and buts and for men it albs and face. In most videos women are usually sexulise in a music videos such as Nicki Minaj Beez In The Trap'  where Nick image is betrayed as confident women as she shows of her figure by using close up on parts of her body and on other girls as well. However men are also sexulise in some music videos such as Nick Minaj Only Both men and women are being sexulise in this music video. In this two music video she display her image as sexual women and a boss  for example Beez in the trap at time 0.14-0.15 as camera was focusing on a women bum which also known as sexualise reference.  



   




6. In some music video they have intertextual reference such as, Fabolous "She Wildin" featuring Chris Brown music video is inspired from a movie called 'House Party' as at the beginning they had references outline of house and later on the artist was playing different characters that was similar to the movie House Party, The setting was the same and had the same content as the movie. This music video had strong MES as all the people in the music video including the artist they had been styled and dressed  to the characters in House Party but updating their clothing to fit the time area we live in which makes it noticeable to the film.




7. They are hyper-real, 'reality' and visual experiences are played such as, sexual reference, surreal a jumble of representation. This is when girls are display as sexual objects in a music video as these most of women of nearly fully naked as dancing sexual in a music video. such as, Miley Cyrus star image is displayed as sexual in music video 'Wreaking Ball' as the artist was full naked swing side to side on huge ball hanging from ceiling sing about her relationship. By doing this in a music video more people would watch then it goes vial which it did with  856,106,788 views on YouTube. By this it creates hyper-real star image because the artist is not like that for real.

 

TASK 1A- timeline of music videos- modern area

Post 2003-era

In this section, I am going to be talking about the post 2003-era in terms of the history of music videos while looking at a promo where I did some research on the song and looking at three things that is relating to the music video.

'If its lovin that you want'- 2005

Rhianna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This elucidates on the fact that she comes from the Caribbean or a tropical county. This reflected on her image because it uses a sense of hyper reality. Furthermore, in this music video from this image you can see that she is representing where she is from hence why she is wearing they type of clothes that you would wear e.g. from the islands of Barbados.

This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.

Lady Gaga  'Marry the night 

Lady Gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. 

The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.

Rihanna Disturbia 

The lyrically the song reflect moods and emotion that surround anxiety and confusion. The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.

This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.
 

In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.
This could suggest that her safe is at risk and she may self risk if she is not watched at all times.
The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.

the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.

PSY-Gangnam Style (2012)

The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.

This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.

In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track .

TASK 1A-Timeline of Music video- How music videos are Monitised

How music videos are Monitised

Method A: Youtube

Method B: Product Placement

Youtube:

There are many ways to monitise a music video, using Youtube is one of them. Youtube is global and world wide, meaning that when a music video is put on there, then anyone can see it.  By placing it on Youtube, it immediately makes the video global and when it gains further popularity, it will become viral.

As the video becomes viral, it makes more money, the more views that the video gets, the more money it gains in profit. If the song has an advert before it, this means that the song will make $2 for every thousand views it gets.

For example, when taking a successful viral music video, such as 'Happy' by Pharrell Williams.

This is the amount of views the video gained.
The artist will only receive 10% of the total earning and the remaining 90% will be for the label that funded the song.

This is also the case for Indie music videos. They are owned and funded by a label and therefore must pay them.

                                                        This is not the case for Self Producers, as they have made and funded for the video themselves, they will keep 100% of all earning and profits made.

Product Placement:
Product Placement is another way of broadcasting and advertising/ presenting an artists music video via promotional mediums, these are mediums such as Television, billboards in the street, Youtube (As already mentioned) and also apps on tablets and phone ect.

It is also a way of advertising other products within a music video, for instance, using a brand of something, such as headphones, this advertises the brand and the product, the label may be paid by the companay of the product to use their product in the video.

• Monitisation:

Refers to the giving of permission to authorise advertisement to be present in your music videos in which you will be charged for. An example is Youtube, YouTube charges advitiser for the advertisement while they share the fees with you, this allows you to make more money in your pocket. however it has some bad points to it as if you add adverts to your video it's more likely to steal, distract and make your consumers sway away from your video causing you to lose consumers and money.
So if you decide to have adverts present in your music video your likely to make $2 per 1,000 views on YouTube.

examples:

 

This music video by PSY - Gangnam style went viral due to the song and accompanying music video that gather a huge amount of views. This what you have to do to find out how much the record label he is signed to earned and how much the artist himself earned: 

2,646,913,867 divide 1,000 x 2 = 5,293,827.734

(this sum shows how much the Universal music group the label he's was signed to earned from the YouTube views while on the other hand the artist PSY will get 10% of that cut.

This is all because the visual side of the music video is more appreciated more than the actual song as music has become devalued.

In this image it shows an ad (advertising google) that appeared when i started watching the video which like i said will cost $2 per 1,000 views.
Because Youtube is worldwide it allows music videos when uploaded to be seen all over the world giving the video a wide/broad audience gaining the music video and the artist more awareness and popularity. Therefore the more known and viral the video goes it makes more money for the record label and the artist gaining more money in there pockets.

• product placement: 

Product Placement is designed to sell and promote the products of the individual companies in which is usually embedded into a music video. Product placement is basically seen everywhere not just in music videos but on TV, billboards, newspapers, magazines etc. Its known as an advertising technique used by companies to insure the promotion of their own products allowing more awareness of that product.
However there is also another type of Product Placement called:

• Paid Product Placement:

Paid product Placement is when your are given an incentive (money) for you to mention that companies product or brand into your music video, Tv show, film etc...

An example of Product Placement:

In this music video the product placement= is beats which has clearly been placed to advertise the beats pill xl

An example of Paid Product Placement:

In the beginning you have the artist talking about her new sony phone and giving hints to how good it is or some interesting features it has to it.



Monetising Music Videos

Which the birth of the internet and video streaming services, monetising music videos has become even more easier to gain money from videos.
Youtube is one of the key platforms to promote music videos and monetise them. This is because Youtube is a global video streaming platform where things can and have easily go.



Product placement is often used to monetise music videos, this is where big company (such as beats) may pay the artist to have their product in the music video, for example beats headphones is a Miley Cyrus video. This is done because they know that the video will generally bring in big views and it is a good chance to subtly promote their product without being too full on and having to spend mass amounts of money on actual adverts.
It creates more awareness of the product meaning that is not only used in music videos but other media outlets/platforms as well such as news papers, billboards and TV adverts.

In general, monetisation is granting permission for an advertisement to be shown in a music video whether it's a independent or major video. Youtube plays a key factor in this because money can be generated through viewers. For example every 1000 views, equates to $2 if your video has advertisements.

Also annotations are used as a form of pop ups in youtube videos to advertise certain products or events. These are most commonly used to advertise products because they can easily be accessed and directly take you to the actual product.

This is why viral videos are often most successful because they generate views and often have annotations to link them to the artists product, so they have two different sources of income from the video.
An example of this would be Pharrell Happy as it went viral and had 886,126,725 views and also had product placement from beats in the video.

TASK 1A-1970-1980 music video

1970s and 1980s

Technological and Cultural changes

One of the most well known Cultural and technological changes that happened during the 1970-1980s period of music videos was MTV. MTV (Music Television) launched in 1981. The launch of MTV spurred the evolution of music videos in the 80s. Artists started to include narratives/stories and eye-catching visual effects in their videos. The birth of MTV also allowed Artists and musicians to create their own "Star image", A fake persona that the audience could relate to or aspire to be. MTV became a platform that paved the way for more unconventional music videos. 


1970s

Videos are started to be considered too salacious. this is because music video makes were under the impression that sex sells, this was favourable as these videos were not expensive to producer but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with used of of lips synching , the artist performing the song with their band.






David Bowie-Life On Mars(1971)

This video is effective due to the fact that it is a basic lip sync but the shots and effective props can create conventions for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him

The Buggles: Video killed the radio star (1981)

This music video was the first ever music video to be played on MTV. The name of the song is self explanatory in the sense that music videos actually ruined the radio star, Artists werent being credited for the way their music sounded but for the way there music video looked. for example Radio was dying out and the only way to gain popularity was to create a music video and become a Movie star for your music.

Michael Jackson: Thriller (1983)

in 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film   "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film. The video uses conventions of a normal music video. For example there is lip syncing and the artist is performing in the video. 

The Police: Every breath you take (1983)

This music video is one of the many recognisable music videos in the 1980s.
The video was released in 1983, It has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs and it is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song. 

synergy

 [1] Synergy is where two or more forms of media combine to make a promotional video. Many songs are featured in certain films but a lot of music videos contain scenes from a film because it was featured in the original film.

FILMS

There are quite a lot of films that are featured in music videos in recent times and they draw an audience in because the fans of the actors/actresses in the movie, the fans of the story of the movie, and the fans of the artist singing the song are generally all interested which makes it spread round and everyone is aware of it.

"Happy" is a single by Pharrell Williams that was used in the film 'Despicable Me 2'. There are various references to the film included in this music video including a dancing minion, and actors including Steve Carrell and Miranda Cosgrove who were in the film.

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[1] http://music--videos.weebly.com/purposes/synergy