Research for Music Video: Carol Vernallis

Summary of Carol Vernallis' theory:

• She studied the actual editing and camerawork in music videos very closely
• She observed there's more edits in music videos than films
• The usual rules of 'continuity' isn't seen in music videos 
• Most used cut: jump cuts
• A base track (the main shot) is used to give structure to the video
• The camera does sometimes move in time with the music

Use of elements (SPECIAL EFFECTS) - ARIANA GRANDE FT. ZEDD - BREAK FREE


Ariana Grande - Break Free (feat. Zedd) on MUZU.TV.

In this music video, special effects were used in the beginning when she is seen to be in a rocket ship with a fake background of outer space.

Use of elements (JUMP CUTS) - JESSIE J - DOMINO



Jessie J - Domino (Official Video) on MUZU.TV.

In the music video, we see tonnes of jump cuts as Jessie J is in pretty much the same mise en scene, but the jump cuts help to focus on different things. For example, her face as a close-up, then her whole body dancing, then a medium close-up so we focus on her singing too.

Use of elements (SLOW MOTION) - RIHANNA - DIAMONDS


Rihanna - Diamonds on MUZU.TV.

Slow motion is used in the beginning to introduce Rihanna in the water and has emphasis on the diamonds (giving it more screen time) to ensure the focus is on the topic - diamonds.

Use of elements (BASE TRACK) - NE-YO - MISS INDEPENDENT


Ne-Yo - Miss Independent on MUZU.TV.

The base track in this video is in the office where Ne-Yo works. We are constantly seeing his crush (who is also his boss) in the office in meetings and we see him with his other colleagues too.

Research for Music Video: Andrew Goodwin's theory

Summary of Andrew Goodwin's theory on music:

• Feels traditional narrative analyses don't really apply to pop videos because they approach narrative from a different angle compared to novels/films
• Pop songs are based around songs (not your typical NORMALITY --> PROBLEM --> RESOLUTION)
• Pop songs use the singer as the narrator AND character
• The singer looks at the camera (involves the audience at home too)
• Pop songs are repetitive
• They don’t have a form of closure/endings
• Builds to a climax before fading away
• Sometimes what you see in a music video isn't all that the song is trying to portray

Disjuncture: there's little connection between the lyrics and the music video or when the video contradicts the lyrics.

Shakira Ft. Rihanna - Can't Remember to Forget You

• The lyrics don't suit the video because there is no man, or no sign of a previous relationship, just the two music artists dancing about and posing - this video was more of a visual pleasing piece for the audience to admire their beauty)

Illustration: when the video tells the story of the lyrics and dance is often used to portray feelings or moods in the song.

Faydee Ft. Lazy J - Laugh till You Cry

• She has tears in her eyes, they are in separate scenes to show he doesn't care about her anymore, and he's in the same mood through out - showing her tears won't change his mind)

Amplification: this happens when the video introduces new meanings to the song and don't contradict with the lyrics (it adds layers).

Professor Green Ft. Emeli Sande

• Tells the story of how he struggled to have a strong family bond as a kid and how he felt (wanted to scream and shout, so instead he messed up his room in anger and frustration)



Research for Music Video: Function of a Music Video (& analysis)

What is the function of a music video?

The music video has a number of purposes, but its main purpose to PROMOTE the single, the album and the single is from and, of course, the artist.

Here's an example (in my opinion) that is an excellent example of the music video form.
RITA ORA - I WILL NEVER LET YOU DOWN

This is a prime example of portraying Rita Ora's very girly and fashionable side of her personality. We see her almost like a diva with her girls, and unlike most female artists nowadays, she is well-clothed and it shows her as a respectable woman. We also hear her voice clearly, expressing her amazing vocals (as a successful music artist).

Rita Ora in this video also takes part in some dance choreography, to possibly show her other creative talents other than singing - so it appeals to her audience of young teens (mainly girls), showing she is talented in all sorts of areas. We see her with very simple make-up and sometimes almost bare, helping to illustrate that women are beautiful without all the excess make-up.

The music video starts off with a post-production edit with Rita Ora in a black and white photograph, a film that has been freshly printed. She is simply singing and has her eye on the camera almost all the time to really engage with the audience and to almost include them in the song and music video.

"I Will Never Let you Down" has been clearly presented to help promote the artist but also help to promote her fashion and the way she dresses. (This could inspire other girls and young women to want to be like her). Then the music video also promotes the song with a visually pleasing creation to watch whilst enjoying the song. Her name is also promoted in the beginning with a title.

In general, this music video really does represent Rita Ora as the fun, yet simple person she is. It helps the audience to enjoy her music and the way she looks too. It isn't too over the top and it isn't fake (using too many special effects or unrealistic settings).

Research for Music Video: Copyright Clearance

To gain copyright clearance, I had to contact a record company DefJam Records to get permission to use their content. Even though they didn't reply, I can now use their content as I have proof of trying to get copyright clearance.

Reflecting back on the AS year: Technical skills learnt from last year

Throughout the AS year, I have picked up a lot of knowledge about media language and the technical skills we come across, especially when we were making our small intro for our film. Here is a list of the technical skills I came across and also developed during the course of the AS year:

Reflecting back on the AS year: What is a music video?