Music video

music video footage feedback

Multi-clipping

Storyboard

 

Animatics

mood board

The music is expressing that he is bragging, important, his in charge (in control), he’s got the potential, worries about himself than others. It feels spacey, fast pace and hard hitting. Firstly, we will be having the artist In the office working

The music portrays that of an urban theme as it is fast pace, gritty, edgy, rough and in your face.

How is it on trend for the genre (with references to competitors)

This music video that is in the process of being created is on trend because artists in hip-hop videos are bragging about themselves and their status in hip hop world and they reflect themselves as dominant characters showing power, importance, and a hyper real image in order to sell to audiences. it also reflects on the image of the artist explain to audiences in which how he wants himself to be seen as through his track it expresses he wants to be important and that he wants to show his potential.

Individual contribution to the 500 word Treatment for each member

(i) How it will create or develop Image for the artist (descriptive words

that link your idea to how it is creating a personality for the artist - sexy, rebellious, vulnerable, creative, underdog, criminal etc.)

The music video will create or develop the image for the artist, Ugø as a rebellious individual who likes to break the rules, as he is the cause for everyone in the meeting room going wild. As this music video will create a personality for the artist, which will be, dominant and powerful because of how he is portrayed in the music video.

(ii) How it visually interprets the track both music & lyrics

The track will be interpreted by the lyrics for example, we will have a hidden meaning or prop placed in the video and it will create mystery for the audience. To associate with the lyrics for example the lyrics that are "welcome to the parish you are here for a christening" will tie in to the location because we're filming in an abandoned place.
Also regarding track when there is reverb used within the chorus we will apply effects such as earthquake and slow motion.

(iii) How it is on Trend for the Genre (with reference to competitors)

This music video that is in the process of being created is on trend because artists in hip-hop videos are bragging about themselves and their status in hip hop world and they reflect themselves as dominant characters showing power, importance, and a hyper real image in order to sell to audiences. it also reflects on the image of the artist explain to audiences in which how he wants himself to be seen as through his track it expresses he wants to be important and that he wants to show his potential.The music is expressing that he is bragging, important, his in charge (in control), he’s got the potential, worries about himself than others. It feels spacey, fast pace and hard hitting. Firstly, we will be having the artist In the office working

The music portrays that of an urban theme as it is fast pace, gritty, edgy, rough and in your face.

(iv) How and where it will be filmed over how many days (ie how will the shoot be split into sections etc)

The music video is going to be filmed in 3 different locations. The locations that we are going to shoot the video at are St Dunstan's Cathedral, Thamesmead, Southmere Lake and Erith. We have specifically chosen to shoot the music video in St Dunstan's Cathedral for Narrative and Aesthetic purposes. The Cathedral serves as a place of importance for the artist in the music video. He goes to the Cathedral for self-reflection and to seek answers to unspoken questions. The shoot for the music video will be spread over a week.

My Pitch

Chroma Key Hwk

In this report i will be exploring how to use the chroma key effect and why this effect is used on artist to make them seem there are actually at a location (hyper reality). Chroma key is used in music videos to capture audiences through the visual aspect as well as the lyrical. However, chroma key has been treated successfully and has also been maltreated in some cases in which will be brought to light further in this report.

Chroma key is an effect that purposely manipulates the use of a green screen back drop in order to allow the editor to layer any background to a scene with the subject of the video is being filmed. green screens are helpful with locations that you can not access so use in real (real locations as it saves time and it saves money) in which it saves time because you can add a digital generated location in which will act as the actual location depending on how you set up the green screen and how you edit.

Chroma key is used to enhance the image of the artist and to give off a hyper real feel that comes across real to audiences/consumers as the background is not set on the actual location but from e.g. shutter stock (which is a site where you can purchase backgrounds for green screen). Chroma key is also used to portray how a track is visualised through its representation of the lyrics in which is then linked to emotion. furthermore, the most common colours used in chroma key are green and blue because these colours don't really interrupt the background.

Kanye west bound 2:bad example but could be seen as good as he did it purposely for creativity.

Bad examples of chroma key:

The music video of Kanye west 'bound 2' is the perfect example of bad chroma key use as the locations don't match up with the lyrics which makes it confusing for audiences. the location is western America, which expresses freedom, masculinity i say this because in the beginning horses are featured galloping freely implying freedom in which connotes that the artist Kanye wants to be free with his sexualised idol Kim Kardashian - them spending time together. I also said masculine because this can be portrayed as a modern time sheriff protecting what he loves. Also in this video it conveys that himself and his wife are having sex on a motorbike However, this video went viral from the effect of the green screen. In relation to Godwin this video contained voyeurism - from Kanye wife Kim being used as a sexual object in the video as she is naked on a bike with Kanye but still went viral because of the artist Kanye is (experimental and creative) and because people made there own version of it as a parody to mock how bad the use of chroma key was. I also noticed that Kanye is riding a motorbike in the middle of the sky which is so unrealistic as it could taint his image as music videos are used to show/promote/advertise the image on the artist.

Good example

The advantage of chroma key with in the video is that Kanye purposely intended for it to look bad as everything was exaggerated as still backgrounds with props that don't move (motorbike) but the purpose of the video was to express the artist and make audiences focus on him. Chroma key was used to entail literal meaning and refer to the theme of America being a dominant white country in which black people were subdue to during that time (slavery) this was portrayed by showing the grand canyon and the horses.

Another bad example is that of David HasselHof: Hooked on a feeling

This music video to me was an absolute disaster as it looked terrible because it was not very realistic as the artist was even blended into the background to make it seem real, instead he was just left on top you can also tell from watch the video that they didn't light him well as you can see the outline of David in different locations. There also was a scene where we can see the the artist flying in which looked as he was dangling from a rope in the air in which relates to the fact of me saying it was a disaster as it was so unrealistic to believe. However he probably used chroma key because it would be costly to go to all these locations to shoot in which green screen preserves a lot of money. on the other hand the video still went viral because of it being terrible as it was easy for people to remember.

Good examples of chroma key:

I chose this music video as it is another form in which you can use chroma key to create meaning to achieve the hyper real feeling for consumers as it creates a false world for audiences that exist to them personal. When chroma key is used well it creates an atmosphere creating a surreal feeling for example in this music video Kanye West decided to use chroma key to add meaning and make the lyrical aspect more appealing via visually and lyrically.

Green screen is used to:

• represent emotions
• focus on an artist image 
• creating illusion (being somewhere else) - hyper real, aspirational, unreal, 
• exaggerate
• focus on performance

visuals are so overly used and loved now days that they now have there own separate award system known as the VMA in which is award to editors for their creativeness in visuals.

Firstly, in order for us to use the chroma key effect we needed to have booked off the green screen room to record all of the footage deemed necessary of your artist performing in front of the green screen. It is very important that you light the green screen well so know shadow cast are present as it will effect the results when you use the keyer effect in final cut pro x and because you want the artist to blend in with the background so that it looks real. So firstly we had to setup the lighting properly and that the camera was setup centre so the focal point is the artist. We also had to get the track (the declaration) ready to be played whilst recording the lip sync. When recording we got shots from side angle and we got close ups.

After we had finished with all the recording, i ejected my SD card and took it to the mac room in which i would edit my green screen footage. but before i got started i had to choose a certain background from shutter stock that i thought best suits the theme of my artists track and in which will portray his image which is street wise (ghetto) type. After downloading a backdrop from shutter stock  after signing up i loaded up final cut made a new Project and event in which i dragged my back drop and my footage onto. I also re- downloaded my artist track as i had to line up the lip-syncing with the audio.

I used the keyer effect on myself from when i shot the footage of me lip-syncing to my artist track in order to get a black screen in which what she be covered was the green screen which means you should be left with your artist being the centre of attention. So when you have achieved a black background like shown above it means that you can now drag and drop the back drop you downloaded from shutter stock over in which you will be placed infant or just fit depending on the backdrop used.

This was the after mass of what i did when i dragged the back drop over the keyed effect:

• what i did next to make me blend and to make it look more realistic:
• increased the distortion
• i used a colour wheel in which i added exposure to make a smoother backing
• i used a spill to create contrast
• i used colour correction to even out the background with artist
• blur focal - (depth of field)
• then too make it real i used highlights (side lights) to make it as if cars were passing by

Therefore, i conclude that chroma key is used in place of locations that are out of reach or that are not accessible but when using chroma key you shouldn't use it for literal stuff as you can do too much with it. It is also used to show the image of an artist (hyper real image) such as rebellious, aggressive... but most importantly it must be relevant to the lyrics and the visual aspect. Chroma key is used to make videos go viral because now days people are more interested in the visual aspect.

Assess 3C: i) camera movements ii) camera angles

In this guide i will be explaining the purpose and usefulness of camera movements and camera angles. Camera movements  has the the potential to function in many ways such as directing audiences attention to what they want to be seen. However they are also implemented to add excitement to shots. Camera angles are used to depict the relationship between the camera and the object being shot (the angle) gives off emotional information to audiences, and guides the object hyper real image made for audiences to be able to visualise their artist.

when filming a variety of camera angels and movements are used to how a artists image will be portrayed:

Tilt
Arc
Track away
Dolly in
Low angle
High angle
Canted or Dutch angle
Crash zoom
Birds eye view
Handheld


Tilt: this is where you slowly pan the camera on a tripod or even without one to either side this is used to show unease or to show the image of a character as unstable and insecure.

Arc:  An arc is when the camera is circling the artist in a 360 manner, or another shot of an arc can be from a point of view from the eyes of where the person is seeing from (using a go pro) where is feels like you are there with the artist or that you are the person because you're seeing it from their point of view and everything is spinning; it could either mean an out of the world experience meaning that the image is happy by showing the location. or it can be used to show an image of a drugged character or someone who is not in control hence the spinning out of control. This is shown in the time slot 3:03 3:26 in Miley Cyrus the climb but however it shows the artist happy and thinking about her love life and her life.

Track away: A track away is when the camera moves away from the subject in which is usually done hand held by stepping back slowly or by using a dolly. In music video's this tends to be as the artist walks away from the camera the camera.


Dolly in: An dolly in is where the camera operator is moving the camera slowly forward towards the artist showing the hyper real image the artist want audiences to see and interact with. this is done by putting the camera on a dolly or even a trolly then push it so its like zooming into the artist. it is used for  dramatic effect making the artist look bigger giving power dominance as its the main focal point for the camera the image/artist.

The dolly in is used to show the artist performing (showing of his dancing skills) by get different angles and shots of him this is seen at point: 3.20 - 4.21showing the camera operator moving in fast and sometimes slowly on the talent.



Low angle: A low Angle is when the camera is placed on ground level tilted a bit up to capture artist and the scene from a perspective that he’s more dominant. This promotes the artist as it’s giving a hyper real feel for viewers it also gives artist a larger than life appeal making them look like they are on top of the world. This shot also makes artist feel more masculine and powerful.

This is shown in the music video Berserk by Eminem because it is not only showing that the hyper real character he's playing is superior and dominant it also says hence the names of the song song that he's quite berserk. 



High angle: A high Angle is the complete opposite of a low angle. This is when the camera is placed above the artist looking down on him/her signifying weakness, vulnerability, small, fragility. This is done by using a tripod or the hand held method by just placing the camera above your head looking down on the subject.

Canted or Dutch angle: A canted angle is when the camera is positioned at a slanted angle deliberately to make use of an artistic appeal into creating meaning (showing a character is unstable/ mentally disturbed). To create a canted shot you will need a tripod in which is positioned to one side and then is slowly tilted to the other side giving of a dramatic effect. You usually see this used in films when a character is unstable or a situation that’s about to go from good to bad. This technique is incorporated in Nines music video - Trapper of the year as it is showing the artist in his wealth this angle gives off a dramatic effect.

Crash zoom: A crash zoom is when the camera zooms in fast towards the artist or subject. This can be used to show what a character is looking at.

Birds eye view: A birds eye view is where the shot is being shot from above the location/set this is usually done by sicking a camera to a helicopter or by even using a drone to capture the shots. the reason why birds eye views are used is too give recognition of location and it creates an effect that your look down on people ( gods view/eyes). An example of this is seen at the start of the music video to give audiences/viewers an idea of the location and where they are so audiences can be able to relate.

Handheld: Hand held is when you use the camera without a tripod so hand held. It allows you to create an amateur but artistic shaking affect that looks amazing when done right this effect is used for settings like parties to make it seem like there are more people within the music video and to show the effects of drinking.

Homework: Assess 3c(pt.i) Beat Editing & Syncing:

Homework: Beat Editing & Syncing:

In this guide I will be explaining why lip-syncing and beat-editing are essential editing techniques. Furthermore, editing techniques are implanted in music videos today to help promote the artist music through the visual aspect not just relying on the lyrical aspect as audiences are more drawn to the visual side. These techniques expresses to audiences what type of artist they are, techniques such as miming to lip-sync and beat editing in which is seen to be significant to music videos as it allows artists to promote themselves and their song and video. Without these techniques it will be hard for audiences to relate with the artist and it will be hard for them to visualise what the song is implying, however, beat-editing only works if you have a lot of shots taken from different angles, to show off an intended message for example: low angle shot are used to make artist look significant and powerful while high angles portray weakness and vulnerability.

Cutting to the beat

A technique which we use in the development stages of a music video is known as cutting to the beat. This is when shots cuts to the prominent beat within the music video in which is used in music videos draw particular audience. Once you have cut to the beat make sure you use different angles and camera movement shots to show a new scene or part every time the beat comes in to keep audiences engaged. However, it tends to rely on the type of audience for example: youths have short attention spans so if they are watching something that is not unusual, different and unique they will move on to something that does and also the type of genre the track is representing is significant due to it allowing you know what types of shot angles and types are used for example: the genre rock will input low angle shot to make the band look bigger than everyone (dominant, powerful), close ups of the artist themselves individually and their instruments, you will also have mid shots to show the band our one with each other (family/friends).

Firstly, before opening the editing software final cut pro I had to make sure I had all my camera movements and shots and the track that had a clear beat to it that I’m using to cut my clips too. Then when you have opened up final cut and lined up your clips with the track you have to put makers where you hear the beat in the track. The point behind doing this is so you know exactly where to cut allowing you to be accurate while making it an easy job for you as you know where to cut.

Lip-syncing/Miming

Lip syncing is used in music videos. This is when the singer mimes the lyrics of the song to the camera in which after the editor will then have to sync voice over in time with the song to make it seem as if the singer is actually performing the song to camera. This is used in performance based music videos, narratives, and animations. Lip-syncing is used in music videos to create a sense of realism for viewers as the viewer will feel like they are there where the performance from the artist is taking place.

As you can see in my music video the lip syncing  was bad as it wasn’t very real in the sense of convincing audiences that the person I got to play the artist as the person I had didn’t fully know the lyrics.

Camera angles

There are a diverse use of camera angle when it comes to music videos depending on the genre. This is the way the camera is placed in relation to the artist. E.g. Canted angle, Low angle, High angle.

A canted angle is when the camera is positioned at a slanted angle deliberately to make use of an artic appeal into creating meaning (showing a character is unstable/ mentally disturbed). To create a canted shot you will need a tripod in which is positioned to one side and then is slowly tilted to the other side giving of a dramatic effect. You usually see this used in films when a character is unstable or a situation that’s about to go from good to bad.

A low Angle is when the camera is placed on ground level tilted a bit up to capture artist and the scene from a perspective that he’s more dominant. This promotes the artist as it’s giving a hyper real feel for viewers it also gives artist a larger than life appeal making them look like they are on top of the world. This shot also makes artist feel more masculine and powerful.

A high Angle is the complete opposite of a low angle. This is when the camera is placed above the artist looking down on him/her signifying weakness, vulnerability. This is done by using a tripod or the hand held method by just placing the camera above your head looking down on the subject.

Camera movement

Camera is crucial when producing a music video as it can create effects by the angles and the camera shots and movements to create meaning and to make the video unique and different in its own way.

There are more than one type of camera movements that are used to allow audiences to perceive and view artists in a different light giving a hyper real vision to audiences. These include: Track away (dolly), hand held, crash zoom, Arc.

A track away is when the camera moves away from the subject in which is usually done hand held by stepping back slowly or by using a dolly. In music video's this tends to be as the artist walks away from the camera the camera.

Hand held is when you use the camera without a tripod so hand held. It allows you to create an amateur but artistic shaking affect that looks amazing when done right this effect is used for settings like parties to make it seem like there are more people within the music video and to show the effects of drinking.

A crash zoom is when the camera zooms in fast towards the artist or subject. This can be used to show what a character is looking at.

An arc is a shot when the camera circles around the subject showing that the world revolves around the artist giving him a larger than life appeal.

If I was to re-make the music video again I would ensure to use the actual artist who creating and featured in the song in which will allow my video to be more realistic and convincing as they would know the lyrics as it their song allowing them to perform calmly.

In my music video there was hardly any lip-syncing as the person I used to portray my artist didn't know the lyrics which made it look fake when editing and the cutting to the beat was just not there, it was only used when we wanted to show a new scene. However, if I was to redo this I will make sure I mark all the parts that I can cut to the beat using my various camera movements and angles collected to place in to cutting to a new part for it to look interesting and unique in the eyes of audiences also I’ll make sure my person that is portraying my artist knows her part and is suited to play that character.

However, in my turn down for what lip-sync and beat editing i will have to say i did much better than the summer one as i was able to use the marker tool to able me to accurately cut to the beat in time with the track allowing me to be able to incorporate my various shot types and angles such as: low angles, canted angles whilst i used the camera hand held. the lip-syncing was even in time with the the track. it was mixed between a performance and narrative.  

Prep work - Unsigned artist

prep work:

1) Individually find, research and contact an artist and their established image

2) Select a song

3) Develop an idea/concept for their music video that rebrands or strengthens their existing image

4) Contact your client for permission

I found my artist from Soundcloud social networking music sites and that i knew him previously before he started to gain interest in music industry as we attend the same school.

Track that I am using from my artist: https://soundcloud.com/kayztheoffical/kayz-the-declaration 

Task 1 - Select  an Artist and a track : Finding the artist by researching them and listening to their track while using the Tear drop method to assess a situation. 

When i engaged myself into listening to this track i noticed that you could hear: electric drums, vigorous high hats, horns. However some of the instruments tend to fade away the re-appear later instruments such as the kick - however you can say the kick drum represents an angry heart beat (fast & basey) as the artist sounds angry while he is trying to get his message across via music. i say this due to the lyrics behind the instruments.

Initially i thought i was hearing a trumpet at first but by the sound of it, its a lot smoother than a trumpet so ill say its horns. It sounds like the music you would hear at an amusement park or something related to clowns or the intent of implanting fear in peoples eyes.

A grande sample that is played through out the track and it sounds like a trap influenced beat. The vocals of the artist was deep and bold which portrayed that of masculinity. The artist vocals imply that the artist is at war with something (making him speak his mind) hence the name of the track "The Declaration" showing that he can be carrying a lot on his shoulders. 

Task 2 - Develop Ideas and Concepts:

I am going to be using a method called the Teardrop Technique as it helps me to visualise what the music video would look like from hearing the track.

Location - The location i thought would best suit this track was an old, deserted amusement park due to the grande sample. In the beginning there would be a long shots of the amusement park relating to the theme of the track being projected. Then medium close ups shot of the gang/group wearing masks from the purge staring and pointing directly towards the camera. The amusement park will be short in the  morning to gather artificial lighting in order to use night and day effect on Final cut pro x. If an amusement park was out of reach the green screen room was also seen as another means of creating that idea showing the artist preaching to his group of people/followers.

Characters & Costumes - The the group and the artist will be wearing is joggers with masks. the colour suited for it will be all black out clothing. 

Colours and Lighting - The colours that were been portrayed in my head were dark when talking about the clothes but when it came to the masks it really varied. The lighting that will be used is mostly artificial/natural lighting. However halogen lights might be used for a (back lamp) which will cost about 15 pounds this will allow lens flares.

Camera Movement - Their would be tracking shots as when you move the camera around and you have light in shot you get lovely lens flares allowing artist to burst out behind them giving them a glow effect drawing all the attention to them. Close Ups, still shots, long shots, medium close ups and lastly low angle shots to make the artist look strong and powerful.

Editing Pace and any Effects - The editing pace will be slow. Effect that will be used and seen are that of: 

Intertextual References (Films, Adverts, Other Music Videos) - I didn't hear anything within the track showing any signs of intertextual references. 

Task 3 - Visualisation 

Task 4 - Make Contact (Phone or Social Networking) : 

Task 5 - Interview:

Task 6 - Pitch:

Audio file of the track : The Declaration By Un-signed Artist KayZ 

2b) iii

Parody in music video is imitating the style of an original music video by the actual artist (especially if the song is well-known), and these imitations are often used for comedic purposes to entertain and humour the audience. Other purposes of Parody music videos are also to exaggerate. Above, we have an example of a Parody music video, by a comedian named Uncle ED. This comedian remixed the song, made by the original artist named 'Justin bieber'.

v.s. the real copy

Animation

Animation a way of making a music video by using a series of drawings, computer graphics, or photographs of objects (such as puppets or models) that are slightly different from one another and that when viewed quickly one after another create the appearance of movement.

Pastiche:

Pastiche is when the artist is coping someones else style that they created before new artist did so it can be remembered by the audience because they will know the name of the original song was done rather than the new artist itself because they didn't create the style itself so in a way, they do not mock or make fun of certain technique that was done in the past. An example of Pastiche music video is Miley Cyrus's Wrecking Ball where there was a long close up of her lip-syncing the song although this was before by Sinead O Connor in her song Nothing Compare back in 1992.

Hyper-Reality:

Hyper-Reality is the exaggeration of a video/the image of an artist in music videos. This technique is used in music videos to sell the song and promote the artist, or to give the audience a visual idea of what the lifestyle of the artist is like. Hyper-Reality is also used to excite and exaggerate the lyrics.

   Referencing

In the music video above we notice that the theme of interteutxallity is been driven as the song is widely know as a theme song for the famous James bond film. and in the music video we can see various links to the actually movie it self, the reason why music videos like these are made is for the music to be able to tap into the wide famous range of the film it self there by increasing the fan base of the artist and so therefore we can say its a way of gaining new fans, selling the artist and most important the song it self as well. The problem with this is that when eventually love for the film dies out the love for the music might die out as well. this consist of original shots from the film James Bond sky fall in which the song is related and is based upon.

Homage

Homage is when the artist who is making a music video to promote themselves and their image in order to gather more awareness and show audiences a hyper-reality, they are paying tribute to the original artist or influences who helped generate new ideas toward re-branding the track to make it his own. this can be done threw other means such as the use of props, mise-en-scene or camera angles.

An example of Homage is Daft Punks - Digital Love, as  it uses the inspiration from Japanese anime and makes it their own unique style. this is homage because it uses an example that people can recognise.

Intertextuality

Intertextuality is the way in which one media text is referenced in another for example Robbie Williams 'You Know Me as this video involves the artist being taken to style setting relating to that of one from movie - Alice in Wonderland but the artist Robbie Williams is dressed up as the rabbit from the film allowing intertextuality between the film and his music video.




Also at the end of the music video Robbie Williams dressed as the rabbit from the rabbit involved in the Alice in Wonderland is spotted in the Metro-Goldwyn-Mayer trademark lion.