How has video changed?

In order to construct a video, it is essential to understand the theory behind it. So what is a music video

 

 

 

Robert.W.Pittman-In the 1980's Music videos were only permitted limited airing time on shows such as " top of the Pops." Robert Pittman constructed the idea of creating a channel for music only. MTV was then launched in 1981 in which " video killed the Radiostar" by the Buggles was first aired. It is important to consider that the audience of this channel was down to a minimal of a few thousand. This contrast to our modern day society not only portrays progression but also reveals how the world has become more orientated and reliant to media. This also addresses accessibility to cable or satellite television which was once very limited.

 

 

 

Sexual Content- Music videos support the voice in providing an audience with EXPRESSION. The song "Relax" by Frankie Goes To Hollywood was banned from both MTV and BBC due to the sexual content shown.  A contrast is shown here with "Rude Boy" By Rihanna, this video not only has very sexual insinuations from the video and provocative dancing but the lyrics are also very sexually orientated. Both videos were a success in the chart in which surely reveals how the freedom of expression via video has been become more liberal over the years. This also shows that the audience explore the concept of Voyeurism.

 

 

MTV had a chance to progress when more of the population were beginning to watch cable. This easy accessibility meant that more Artists were able to use video as a sense of promotion. "Talking heads" said that "Video took us from a group that could sell maybe 700,00 albums each time, to a group that sold 3 million each time out." This evidence of success left record companies willing to take big risks and gambles almost certain for a money making outcome.

Moral Censorship-Moral censorship is the removal of materials that are censored inappropriate for the human eye or otherwise considered unacceptable.

 

 This is a timeline in which I created presenting the progression of Music Video. Below the dates are also further information about the importance of each event.

Experimentation with Editing and Further development

In order to explore the effects of editing an existing video, I edited my ink video exploring different effects that could potentially be used in a music video. I feel the use of editing is essential when creating a music video as the effects explored here are more suited than before.

My research into lighting, led me to acknowledge the use of slow flash with elements of glow. I therefore observed the use of reflection and elimination. My short video explores a controlled exposure of light onto a reflective surface.








As my initial experimentation with flashing lights was not successful, I felt it was important to develop this study further until I have an understanding of the concept. The footage is from a 30 Seconds To Mars concert in which I attended. I feel the footage itself was of an acceptable level and the different manipulations and controlling of light was also a strong point. The footage quality and also the shakiness of the camera was a major flaw in which I feel almost destroys the video. My use of editing was a personal preference in order to experiment.

What are the forms and conventions of a music video?

In order to create a music video, I needed to a have an in depth understanding of the conventions of a successful video.

Location

The unexpected- According to my research locations like these vary from an abandoned house to the Sahara dessert. These locations are used to surprise the audience or link them to the lyrics of the song.

Studio- Filming in a studio is commonly used in many indie/rock videos. Although it is used often Directors are still able to find interesting new ways to present this. An example of this is the video to "called out in the dark" by Snow Patrol.

Outside and Inside- According to my research a music video is filmed embracing the use of nature outside with a vibrant colour scheme or a binary opposite in being filmed in a dark enclosure inside following a grey colour scheme. This surprised me as both settings of mis-en-scene embraced the genre of indie-rock.

To develop my understand of location, I decided to develop my initial studies and explore the outside environment in my local woodland. The video below reveals my struggle in shake free filming. Although I gained an insight to how suitable an outside environment would be for a music video , this also raised awareness to the fact a steady cam would produce a successful outcome.  I think it is important to include both successful and unsuccessful work in order to show improvement and progression.

Clothing
Due to the genre being Indie/Rock , research into the ideal clothing was a challenge as the clothing had to relate to a split target audience. These creations from Paper doll Heaven are my response from watching existing music videos to what the dress sense in an indie-rock video should be.

Advertising

 Overall music videos are a source of ADVERTISEMENT for the band or singer. Therefore many videos have indirect promotion within the video. this only caught my attention after observing many videos. The use of indirect promotion could be from an original storyline to the band wearing or acknowledging their logos. The most intelligent use of advertising that I discovered was the use of a storyline in which Mayday Parade continued in two songs. as an audience this enticed me to watch the next video as I had more interest in the storyline which actually led me to be interested into the song. An example of other promotion is shown in this shot of "Thanks for the memories" by Fall out boy in which they have subtle self promotion. Linkin Park also follow this trend of self promotion within their video. The use of their world ronound logo is presented in "What ive done" in which a close-up is shown of the drum kit.

Lighting

After my previous experimentation with controlled lighting, I felt more confident and aware of the effects and power that lighting really has. According to my research dance videos consist of neon colours and vibrancy portraying a techno undertone, whereas classical explore the use of sepia and greyscale effects. Indie/rock videos encourage the use of spotlight and silhouettes in a band or even natural lighting according to the storyline. "Lights" by Ellie Goulding portrays a series of different lighting in which I feel the dominant glow on 10s would suit an Indie/rock video. To further my research I resorted to reading the theory of primary sources; "lighting for photography" by W.Nurnberg. Although the book has a focus on photography the advice given could easily be applied to film.

Lyrics- When constructing a music video the lyrics have a vital contribution in the outcome of the video and also the level of seriousness it portrays. This leads to the connection between music and lyrics. The relationship between the music and the lyrics has to independently be successful in order to construct a music video. This addresses the power and significance of a music video as well as the correlation of components in which is presented. The presentation below reveals my attempt to analyse lyrics.

camera shots

Editing- Unlike photography, my research suggests that editing film is a lot more challenging and demanding, requiring more thought. From reflecting back to my initial ideas I played closer attention to editing and how it varied depending on the genre and lyrics.

Developing Initial Ideas with Experimentation

 In order to understand if our initial ideas could potentially be successful I created a series of experimentations. 
I feel this experimentation above was successful in gaining a basic understanding for the outcome of effects on an applied space. my issue is the use of imagery not being advanced enough when my research should be video. therefore I will continue my research in a video format.


Ink- My ink testing was the most successful. To then develop this study further I manipulated the video and effects to gain an even better understanding. As I was very happy with the success of the effect, I also used a HDMI cable to review how it would look on TV in a music video. The image below shows its appearance.

Flash- My research into flash also acknowledges the use of lighting. My experimentation consist of a dark room with flashing lights consistantly projecting. I then filmed the surroundings and how they were effected and altered with the use of flash.

  Smoke- The series of images shown, present my basic experimentation with smoke. I found this to be a process of trial and error in order to then further develop in video format what was successful. I feel it is crucial to experiment with video in order to gain a true understanding of what is and isn't successful.

Initial Ideas

Before beginning the process of "research" I put together my initial thoughts from my experience with existing music videos. These thoughts were minimalistic as my existing knowledge for music videos was very little. In order to test the effectiveness of my Research I will later contrast it to my initial ideas.

In order to maintain a good level of communication and interaction with Jake, we decided to find common ground in terms of genres and things that stood out in both a positive manner with existing successful indie/rock music videos.

Projection

The use of projecting images on the subject of focus, expresses a sense of creativity yet works in sync with the song beat and lyrics. I feel this idea could be manipulated well in order to compliment an indie/rock video.








Flash

The use of flashes are a useful tool in inticing an audience as this song had the exact same effect on me due to its lighting and flashing images. An issue that came to mind about the use of flash would be the use of warning of flashing images to those who may be at risk of having an epileptic fit.

Smoke

The use of smoke provides the audience with anticipation as well as a blurred perception. In this video, smoke suggests an uncertainty of the surrounding environment but manages to use props and image alongside the music itself to reveal the genre.








Ink
The use of ink is a very original idea that inspired me to pursue it. This consist of a 3-D effect in which has to be created physically. I will develop this idea further and explore the use of ink in video.

Silhouettes

In this video the shot taken of the band in motion is controlled by the lighting or even the lack of lighting. The use of creating silhouettes with camera effects is successful in creating a sense of mystery as well as creating a focus point on the lead singer.

The Brief

For this brief, you will need to produce:

• a media portfolio, comprising a main and ancillary texts;

• a presentation of your research, planning and evaluation in electronic format(s)

The portfolio will be produced through a combination of two or more of the following media:

• Video
• Print
• Web-based
• Audio
• Games software 

1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band;
• a cover for its release as part of the digipak (CD/DVD package);
• a magazine advertisement for the digipak (CD/DVD package).

2. A promotion package for a new film, to include a trailer, together with two of the following three options:

• a website homepage for the film;
• a film magazine front cover, featuring the film;
• a poster for the film.