Task 2A - Hip hop Music videos

THE PURPOSE:

Music videos main essence in my opionion is too promote a artists image while it gives consumers a hyper real life experience relationship with that artist this can relate to the mood, music and theme. However it is a mechanism used to sell and promote an artist in which it is used to build a relation ship around consumers make them want to see what they want too see. however the music itself is a representation of the artist.

THE FUNCTION:

The whole purpose/point of us having music videos is to create a 'unreal' (fantasy) and 'engage' the audiences that  the artist is aiming to appeal to which sells. The conventions of a music video will generally usually include lip-syncing - lip- singing works when the artists themselves are in their own music video as the star image in which, they will be singing the lyrics of their song. However, lip syncing is included in music videos if isn't a narrative telling a story or if the lyrics are not present on on screen. This allows audiences to focus more on the image of the artist that is being portrayed rather than the actual music in which is a form of promotion for artists, hyper reality, intertextuality, narrative, performance, and close up that are usually dominant as they revel to audience what record labels want audiences to see for example if an artist record label was to say do a close on a product placement such as beats that was incorporated in the music video it implies that they are selling/promoting the product making people aware of what it does and it also makes them want to purchase as their artist they adore will be featured with it or using the product.


WHY GENRE CONVENTIONS ARE RELEVANT IN MUSIC VIDEOS:

Genres such as hip-hop, self produced, indie, and pop music videos tend to follow specific conventions but the styles may differ as too having performance, conceptual and narrative. performance and narrative music videos tend to go viral creating a large market for the artist while conceptual music video tend to challenge the conventions as it focus it's attention more on cutting to the beat of the music however, it may come across as usual as there is no form of lip- syncing being present but it usually grasp a lot of attention.
The genre conventions that are portrayed in music videos vary depending on the genre. The reason there are conventions in music videos is so that they can be unique, and identified differently which you can link to Andrew Goodwin's theory and how he expressed that there are many theories connecting the concept of music videos and how they are seen and acted upon. Andrew Goodwin theory states that their are 5 key stages to a music video which can be broken down to:

• The relationship between song and visuals
• Performance and narrative of the song
• The technical aspect of the music video
• The star image being shown off (the protagonist in which is usually dominated by a lot of camera shots making the artist the centre of attention to audiences - CLOSE UPS
• Thought through the beat (seeing/understanding what the lyrics imply in your head)

MSE EN SCENE (lighting, setting, costume, choreography or performance) :

Lighting is the most important aspect as it focuses the audiences attention on specific characters or objects showing importance and relevance. It also builds a scene and tells a story for example:

You can use these different types of lighting such as High key, low key, single and 3- point

 

A clear example of how lighting is used to set an artist as the centre of attention (making them the focal point in videos:

setting creates a sense of direction in terms of mood and place and may also reflect an artist/characters mind set- how they see them selves or want them selves to be portrayed as.

costumes creates the effect in which makes the artist/character more appealing and noticeable in which it is used to express a artists/characters personality or status.

choreography is the bringing to life of the artists character in the sense of creating a hyper real feeling for audience to engage them whilst appeal to them. 

• Thought through the beat (seeing/understanding what the lyrics imply in your head) - This hip-hop music video has hidden meaning behind the lyrics. The lyrics are mainly implying that him and his squad are having a fun party for the artist as it is a celebration for his birthday and how they treat women hence the lyrics "I'm bouta spoil her" however, it's also how the females treat the group back in which is been expressed in the music video. In addition to this, the main focal point of the music video is the artist and his squad giving us an experience of their idea of having fun. The hook and the intro is pointing to the fact that the artist himself is seeking to seduce a women into having sex with him. the visual and editing aspects of this music video was good as they where used in a clever way due to the fact that when you heard the lyric "rewind" they incorporated a rewind making the music video rewind a few seconds to show the woman's figure and motion backwards. In which, this lyric is a reference to and i quote "I'm tryna know if I can hit it from behind though".
   

In this screen shot you see the 679 fades into the music video also the name of the song represents the artist birthday which is the 7th June 1990 hence it's 679 - this video is based on the artist and the group celebrating his day.

you could even say that this was placed in the music video as product placement as it is still advertising and promoting the fine champagne but the meaning to the artist refers to his boys in new jersey hence the name Remey boyz 1738. the champagne bottle portrays to us that the artists use it to show their wealthiness as it is usually associated in all hiphop videos.

The music video shows us that the dominant sex in the video is males which indicates the lyric "spoil her" portraying the women being sexualised for pleasure and self desires. It also portrays the way the artist is being seen as in the sense of him wearing branded clothing, flashing money, partying in a mansion (location) and women flooding the scenes to suggest that the artist is upper class. lastly, it shows audiences that they are having fun partying and creating memories.

They used high key lighting to make Fetty Wap and the woman he is pursuing to show them looking important making the focus be on them as they are the brightest in some scenes. The mise en scene being shown in the mansion is mostly that of natural lighting however the artist and the woman were singled out (put in the spotlight) intertwine of the lyrics and their relevance/importance/authority.

This music video represents that of an conceptual video because the music video was dominated by different shots of the interior of the artists house Fetty Wap. It can easily be said that it was a surprise party for the artist in which makes it conceptual as houses are usually associated with parties.

The camera techniques used: were that of cross cutting, between Fetty and the woman and fades.

In this music video it starts off with the showing of an luxurious car that holds the artist him self in which already expresses that the artist is rich and wealthy. then it goes on by showing viewers what other artist are being featured in his video.

This music video uses natural lighting as it was summer when they shot the music video. the featured guest artist  both wear white which expresses goodness, innocence, purity but best of all it represents perfection in which i think the artist were aiming for as they are surrounded by ladies. close up were used to show the importance of the artist and also to match the product to the lyrics.
they used emoji which made the music video itself unique and different as they were used to portray moods and to create sense of humour. creating a relation ship with audiences by giving them a hyper real feeling.

In the beginning of the music video the audience are introduced to the lavish life the artist is living (giving audiences an hyper real feel) which came with the entrance of a stylish and expensive looking super car and the mansion. The image of the artist symbolised that he is upperclass, wealth, wears designer but also is representing/promoting the perks being a rapper and living big/dreaming big.

The first close up that was used was on the artist/star image himself as he is gob smacked by the sight of all these ladies welcoming him in to the candy shop.  They made it so that 50 cent looks vulnerable due to him being the only masculine figure (being the only man). However as the mansion doors creek open the introduction of the music is revealed, which also reveals a large quantity of women walking around with sexual clothing linking it to men - fantasy/dreams.

This screen shot shows us that the artist Andrew Goodwin (50 cent) is memorised by being sourrounded by a lot of beatiful girl and on top of that was welcomed with the word "welcome to the candy shop" this is like a fantasy for him however he thinks it is real and is soon awoken from his slumber. Its clear that women are objectified and are used as objects for pleasure. There are close ups of the womens in their individual clothing in which amplifies the voyeristic nature engaged on women and there is another close-up illustrating the star image (artists) pleasure due to seeing this many women in there individual attires.

The exterior location of the mansion is dull, dark, foggy, eerie and isolated however it is in contrast to the bright, energetic colours of the interior setting of the mansion. 

The lyrics also tells audiences about the sexual nature of both genders how men are very submissive to the women and how women are being portrayed.

In conclusion, i concludes that hip hop music videos are usually dominated by close ups  as they help encourage power and importance of the artist as they take up basically the whole frame and that there usually tends to be some link between lyrics and song for example: showing an object or product placement and then referring to it in the song. However, the general message being portrayed from hip hop videos is that of partying, sex, drugs and drinking. In addition, i also found that mise en sene plays a crucital role in reference to showing wealth as artists can be highlighted/singled out from settings people to show the relevance of that artist and importance. Lastly, I think women are expressed as tools, objects to use for pleasures and nothing more while on the other hand men play the role of having all the power.

Kenny Akale

Task 2a - Indie Artists - Comparison (James White)

Conventions of an Indie music video:


Indie music videos have a very different purpose to what a major music video or a self produced music video would have. An Indie artist will not make a music video to sell themselves, their purpose is not to broaden their star image, an indie artist main objective is to draw the audience in to an interesting different music video. An Indie artists music videos are more like a piece of art work, with the purpose to promote their work and music videos, rather than themselves and their own star image, unlike a major artist, who will be the star image with the record label insisting on using close up's on the major artist because they are the talent and the star image. Indie music videos will generally use different conventions, such as the lighting of their videos, which can be varied from any style of lighting, like it being dark or bright, however, the lighting depends on the music video's lyrics or music itself. Indie artists will use different styles, such as a narrative style of possibly a performance style, they will usually focus on the artist themselves, or sometimes they will feature they whole band performing and sometimes neither will appear, this can happen in a narrative styled music video as the video focuses on the characters within the video.

Directors that direct Indie music videos will direct them because they will lead as a stepping stone for them to gain further attention for their work and to broaden their appeal and their careers. They will usually be up and coming directors, they will be noticed for the work they do more because indie artists will be allowed to experiment more and be able to take risks in the music videos, risks that major labels cannot afford to take, these risks would be seen as an artistic view and shown as for the director, that they are more creative.

Example 1: Mumford and Sons - I will wait:

This music video is is a performance video, this is shown as the lead singer and the rest of the band are performing in front of a live audience. We can also tell that this video is a performance because of the audience at the end of the video, as they are clapping and cheering at the end.

The main artist and the rest of the band are dressed in a more causal way than what you could see others dress in other videos, they are dressed in a casual way in order to appeal to their audience, trying to show that they are like their audience and can fit in with their audience.

At the beginning of the video, we can hear the audience cheering before the song has started, showing that it is a live performance. The editing is fast paced also at the beginning of the video and slows down throughout the middle part, however, as each chorus is sung, the fast paced music comes back, throughout the choruses, when the music is quicker, the video flows faster with it, meaning that they have used rythmic editing at times, as they have cut to the beat within the chorus. At the start, they focus on the instruments that each band member is playing, as they cut to the guitar's and the keyboard. The lead singer sings and plays the guitar, this can make him more appealing to audiences as he has a strong diversity to him.

The lighting within the room is of low key around the audience, it is dark to set a specific mood and atmosphere within the audience, however there is high key lighting on the stage where the performers are, this is purposely done because they want to indicate to the audience who and where the star image is.





Example 2: Harvey Danger - Flagpole Sitta:


This music video is mainly a performance styled video, we can tell this as the artist is singing to the camera throughout almost the entire song and video, there are many conventions showing this is a performance video as there is lip sinking involved by the artists who also features in the video. There is also a narrative going on throughout the video, however it does not come across as strongly as the performance does.

The artist uses a lot of match on actions throughout the video, they do this by linking the story and the performance together as they come on to the stage as the curtain draws at the end, the match on actions are used specifically to link the events, showing the different band members playing a different instrument, they also use these match on actions to sell the artists image, to help create their star image to the audience, as the lighting is low key, with more light emphasising on the performers, it shows that they are the star image and they are being focused on.

As the room is dark, they light candles in certain areas of the room and a bright light flashes out at times, this adds to the fast paced feel to the music video, appealing to the audience, giving the video a live performance feel or possibly a club like feel. Towards the end of the video, the last verse and chorus are even faster than the others, this is because they want to conclude in a fast paced way. They use fast cuts to flow with the music.

The band members wear causal clothes in order to appeal to their audience, to show that they fit in with their audience, they are in a casual location, somewhere that their audience will like and enjoy, to show that they can fit in with them, they do this to help there star appeal. The indie artist here use close ups to show the main artist, this is very important because they are the face of the band and they are the star image and what will sell and make money for the band and any record label.


Example 3: Arctic Monkeys - Snap out of it:

This music video by the Arctic Monkeys is a Narrative styled music video, this is because there is clear story occurring through the video, the story is showing a man and woman who have split up and now she is alone and as the song progresses, she misses him.
The music video many times uses voyeurism, this is because the female character within the video is sexually appealing the male audience, so she is sexualised. This may also appeal to females who may wish to look like the female in this video.

The video is very sexual, as it shows many different scenes of voyeurism, an example of this is where she is eats the meat and picks it out of the frying pan whilst it is still cooking.

The video high key lighting, it has been lit like a house is supposed to be lit, this means that the band are trying to emphasize the realism in the story and the house. The artist is not in the video with the woman, this shows that the artist is not desperately trying to broaden there star image. They are in the video that the girl is watching throughout the video, this is where the artist is shown, it is supposed to symbolize the woman and the artists past, this is supposed to indicate they were once together, adding to the realism of the story.

timeline

Bessie Smith ~ St. Louis Blues (1929)

What was innovative/important?

This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song.

How is it recognizable as a music video?

Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.

What technological or cultural change happened during this time?

At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old.

What I wrote

Music videos began in the 1930's, this music video is one of the earliest singer to date.
Bessie Smith was an American blue singer, who was nicknamed' the empress of the blues and was one of the most popular female blues singer of the 1920s and 1930.
A music video at this time was different to a modern day music video ,because it is in black and white. The conventions are similar to the post 2003's era,for example it has an live performance of a band with a cafe or restaurant which could imply that she is hosting the evening.The video is panning  and around the room to show what the atmosphere is, which could imply that her song is attracting a certain audience. however it could be using multi camera and cuts as it keeps going from a wide shot of the location or a mid shot of her singing.
St Louis Blue is 1929 american two reel short film starring Bessie Smith, the early sound featured.

Marilyn Monroe - Diamonds is a girls 

best-friend

Batcat- Jetpack 1932 

What was innovation/ important about this music video 

Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the batcat-jetpack music video was animation and was first aircraft. This was recorded produced by gramophone.  

Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.
  

How is this recognisable as a music video?

This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it. 

What technological or cultural change happened during this time?    

There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip synicing is being is being more occurred and live performces are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.      

Marilyn Monroe- diamonds are a girl's best friend

This video incorporates colour and settings.
They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madona as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing i find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves arounds Marilyn.



Nancy Sinatra- these boots are made foe walkin'

Music videos have been around for as long as the 1930s they are specifically used to describe or depict a narrative of story essentially a short film which advertises the music itself. Firstly starting off with 1930s music changed featuring different music videos for songs.

As I was researching songs from the 1960s I researched the track Nancy Sinatra called these boots are made for walking this title was released in the late 1960s this song was released 1966 and it was one of the first music videos to actually feature colour. There are many ways this video is different, it uses sexualisation a lot more as it focuses on their legs and all the other women in the background. This also has a very good dance and rhythm to the video. This is one of the first music videos to actually spark an era of female sexualised themes.

It has a very interesting video as it is set in a studio with just a group of girls dancing but follows a genre specific theme it uses Mise en scene to its effect and it also uses a wide range of dance themes and expressions. This dance sequence is known as a Choreography which really translates to a dance sequence that draws in the viewer in fact Choreography is probably one of the most effective uses in music videos as it allows the artist to get publicly noticed due to the dance.

 Mise En Scene is not recognized on the set but the costume design for the girls is much sexualized in other words Voyeurism. Voyeurism is how people are sexually themed and presented in front of the audience.

One huge costume design in this is the boots, the boots are the main theme of this music video this is what made it successful in the first place. They use this to give off a not only sexy but a cool vibe which gives the audience something to enjoy as they view the music video. 

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? 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.

How is it recognisable as a music video?
This is recognizable as a music video because it includes the convention of the 1970's which was the era of experimental video which change the way that people view videos.
Mise en scene is used in this music video because it shows how you can experiment with different costumes and being edgy or weird with your image to sell and promote yourself through visualisation.
visualisation is where the music video is important than the track,this is used to convey meaning

Cultural change in the 1980s.
The style and form of music video had changed as artists were re branding themselves ton suit the new era and how being more creative with their video and using multi camera set up to shoot from different angles and using more narrative to show the story easier.
  
 



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.



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.







 What was important about the 1980s?
In the 1980’s, MTV was launched. MTV was the first music channel to broadcast many different artist’s music videos. The first ever music video which was played on MTV was The Buggles’: Video Killed the Radio Star. The 1980’s was also the era of where short films were introduced in music videos. Michael Jackson was the first artist to have a short film music video, Thriller, which was 13 minutes.

How is it recognisable as a music video?
This music video was released in 1983, which 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. 

Cultural change in the 1980s. 
The 1980’s was the beginning of globalization, the AIDS epidemic killed 39 million people and the United Kingdom and United States moved closer to the laissez faire. However, this track hit US's Number One and was there consecutive for 8 weeks. 

1990s to 2000 timeline

This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes.

This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.

The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels also came into existence so that music videos can also be played from it.


What was innovative/ Important?
this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.

How was it recognized as a music video?
It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.

What Technological/ cultural Change happened in this time?
Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as TV shows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience. 




  Music videos were first invented in the early years 1930’s. Visuals were not a new thing for people as there were many films realized by this time. A music video is a short film or a video that can sometimes have a narrative, a music video is used to go with the song. One of the very first music videos that were invented featured singer Bessie Smith in a two- reel short film. This mainly a performance with the artist and a live band. Which has then been used in the post modern era(1980's till now). Another music video that involves a performance is Nat King Cole Frim Fram sauce. This also involes sexuliation of women due to the fact in the video it focuses on the ladies legs. Compared to today this is a mild version of what we see in music videos.   

This is reflected into the music videos that were made in the 1990's to the 2000's. For instance in this video of Britney Spears in her biggest hit 'Baby hit me one more time' it is a young girl wearing clothes that would be deemed as being overly sexualized at the time would make this music video very controversial due to the fact that you would not see young girls dressed in provocative clothing in the hallways dancing. This also gives us a sense of Hyper- reality as this is something that typically happens in a school.



The boy is mind is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.

It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.

Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise  the characters in order to sell the music.  
They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot.

They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.

Whitney Huston- I will always love you
This involves intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.

post 2003's era- hw (timeline)

 
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.
improved version:

we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. 

Promotion of the artist is key in a music video for the future success of both record label and the artist who will gain fame and create an image for the artist.

The lyrics of 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.
Mise en scene is an important convention that is used in this music video because it shows you can create a different personality with a different costumes and make up,which implies that she is feeling in secure with her image and she could be experimenting due to an traumatic issue that may have happened.
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.

the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video. The visualisation of the video is more more important than the track because different scenes( chorus and verse) shows different personality.

In the later scene, Rihanna is in a very tiny room, with her hands and legs been tied up. The video ends with Rihanna turning around on her chair.

A shot from the music video where Rihanna is seen imprisoned. She is wearing lenses that make her look as if her eyes have rolled into the back of her head.

Other scenes include Rihanna sitting on a throne chair and singing the song, while two strange women are around her. Then, multiple people around her are holding her in front of a gas chamber. As the chorus starts Rihanna is seen tied up in a bed from which she can't get out.

Tamaria
Lady Gaga- Marry the night
There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.
During to the post 2003 era, music video are more important than the song because it
 is the music video convey the singer's public image ,but also the video is an narrative which  can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.
Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.




In the modern era;2000's music videos are extremely different to music videos in 1945.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.


  
A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.
 

Daniel s
psy-gangman style
 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 K-Pop more than did because they were little known about it until this video blew up onto the internet.

the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal.
the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure.

What was important/innovative?

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.

How it is recognized as a music video?

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.

What technological or cultural change happened during this time?

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 .Dej
'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 shows that she comes from the Caribbean or a tropical country.

Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.

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.


2006: In 2006, it was said that Rhianna was starting to experiment and play with her image. She was portrayed as a sex symbol and changed up her image e.g. cutting her hair short to a signature pixie cut from the long bouncy hair she had before. This also influenced a change in her music as she started to move away from the reggae and dance hall and move into pop music. This was also the reason to the tittle of her album in 2007 'Good girl gone bad'.
This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.

In this music video, we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. Her image in this music video shows her to be wearing a lot of dark clothes e.g. black leather. The color black can have connotations to being bad and non pure or a sense of evil. To add to this, the leather clothing that she is wearing in one part of the video can be seen as seductive and appealing to the opposite sex. This also relates to the style of her and the music video as it is very conceptual because there is many artistic conventions included e.g. when she is in silver pain or the lighting effect used which is supposed to symbolize rain.
In other words, the intended audience for this music video is aimed at males. The reason i think this is, is because her image has changed since then as she is becoming more provocative.  This adds a sense of voyeurism and why it appeals to that intended audience.
 

2010: What's my name- Rhianna ft Drake
 After the abusive break up with Chris Brown and the Rated R album which changed her style of music, Rhianna came back in 2010 with her breakout album Loud. It was apparent from the name of the album and the image change to red hair that Rhianna was back in full force and was ready to promote her music with the use of pop songs such as 'Whats my name', 'Only girl' etc. In this music video Rhianna has clearly had a dramatic image change from how she last looked. This can also be known because she claimed that the new 'fiery' red hair set a vibrating shade which gave her a crazy image. To add to this her look was also because she wanted something loud and expressive. This represents the meaning and message shown across this music video because she is shown to be expressive within the video and with other men e.g. suggesting she has moved on as Drake is featured in the song as well.

 

2011- Unapologetic album:
In 2011 Rhianna had again changed her image and made a new album called 'Unapologetic'. The album is clearly about the title and how she is unapologetic. However she had a variety of image changes in many songs of her music video e.g. Diamonds, which is a ballad which shows her depth and growth. It also resonates honesty. However other songs were the opposite e,g. 'Pour it Up' which have a more upbeat and electro-pop style to it.




Diamonds:
In this music video her image is more innocent and more intense to how she used to look. The reason behind this could be because she is trying to be more truthful. Most of the images used in the music video resonate hyper reality which are things that are not real but to recreate an image to make it seem more appealing to the audience. Furthermore, in this music video she is not seen as a sex symbol or trying to attract any attention. This relates back to her image and how she looks in the music video as she seems lifeless.

In conclusion, it clear to see that Rhianna has gone through many image changes some being drastic in order to keep up and appeal the eye of the audience since in the modern era music focuses more on visuals as well as the music which is why she may have went through her change in 2007 and being seen as more sexual. This could be an example of a post modern trait because most music video conventions include women being sexualised and portrayed in a provocative and seductive way. Furthermore, most of Rhianna's image changes related back to her actual music and the changes she was going through at stages in her life. In other word, we can say that Rhianna is expressive in the way she changes her image and have meaning to most of them.