· Promotion Package
· Advertising Artist and Song
For example: BMW Advert
· Story line, narrative
· Cut to the beat
· Happy music
Traditional/Classic- starts rising then slows towards the end, this occurs for most music videos because the climax is in the middle when the action is taking place.
Linear = chronological order, normal
Closed ended so the viewer knows what the meaning
Open ended leave the viewer thinking.
X1 Singular stranded: one storyline
Multi stranded : multiple storylines
5 stages of Todorov
1. Equilibrium
2. Disruption
3. Recognition
4. Repair of damage
5. New equilibrium
Synaesthesia – A condition everyone goes through that reminds them of something either from their past or through stereotype that the media have portrayed. This can happen through smell or noise.
Andrew Goodwin – suggests meaning in different ways through the music promos in the lyrics.
Examples of different music videos and their styles
1. Illustration, you see the ideas of the narratives in the lyrics for example Eminem Stan because you see everything that goes on in the video as the lyrics describe it.
My example of 'Illustration' is Pink Family Portrait because the lyrics talk about a family that was happy in their portrait but has not broken apart so the video goes through the pain and stress of the family. The reason that this video is illustration is that the song is depressing as a singe mother is with her child as they sit in a dark room singing about the pain since the father left. so it is a break up between the family as the daughter wants them to get on and be a family. Pink Family Portrait is a linear video because the shots work and create an order which shows the family's struggle as they deal with the family break up. This video is a closed ending because by the end of the song you know what has happened between the family because you can feel the negativity the family has been through. Finally this is a good example of traditional editing because the video starts of slow, then it builds up and hits the climax with the chorus then it slows down towards the end. Pink Family Portrait
2. Amplification- stick to a theme use ideas to develop the concepts with a promo a link between the lyrics. For example Coldplay, The scientist using a theme and thinking outside the box to mix it up. Shows a love story at the end of the video as you watch in reverse.
An example of amplification would be Beyoncé if I were a boy because it shows a woman as a police officers as the lyrics talk about the woman being a boy and how she is going against the stereotype of only men being in the police. So it has a theme throughout linking the lyrics and video. The song talks about people being equal so no matter what gender you are you can live your dream so in the video it shows a female cop doing actions that men do. So it talks about the respect that men have for women. This music video is linear because the video goes in chronological order because the video starts as a start of the day as a woman (Beyoncé) gets ready for work as she is a police officer as we view her day. This music video is also a closed ending because the song finishes so does the police woman's day as you view her doing her job so you know the meaning of the video. This is also a good example of traditional editing because the video starts of slow, then it builds up and hits the climax with the chorus then it slows down towards the end. Beyoncé If I Was A Boy
An example of amplification would be Beyoncé if I were a boy because it shows a woman as a police officers as the lyrics talk about the woman being a boy and how she is going against the stereotype of only men being in the police. So it has a theme throughout linking the lyrics and video. The song talks about people being equal so no matter what gender you are you can live your dream so in the video it shows a female cop doing actions that men do. So it talks about the respect that men have for women. This music video is linear because the video goes in chronological order because the video starts as a start of the day as a woman (Beyoncé) gets ready for work as she is a police officer as we view her day. This music video is also a closed ending because the song finishes so does the police woman's day as you view her doing her job so you know the meaning of the video. This is also a good example of traditional editing because the video starts of slow, then it builds up and hits the climax with the chorus then it slows down towards the end. Beyoncé If I Was A Boy
3. Disjuncture- nothing between the lyrics and meaning, something completely new. for example Radiohead do lots of music where the lyrics don't link to their music video,
My example is The red hot chilli peppers with Can't Stop because the lyrics have no meaning to the video. The reason for this is that the band is messing about in a warehouse and has nothing to do with the lyrics 'Can't Stop' because the actions means nothing. Disjunctive is a very popular style to choose because the video can be based on anything and it is supposed to be different. This music is non linear because the video doesn't have any order to it because the shots are mixed up to give it a new effect that the video is just random. This video is an open ending because at the end of the video you are still left wondering what you have just watched because you don't know the meaning behind the music video and you can't make any links. Finally this is not a traditional way of editing because the tempo is all over the place and rises all the time so it does slow down because the song is quick. The Red Hot Chilli Peppers Can't Stop
My example is The red hot chilli peppers with Can't Stop because the lyrics have no meaning to the video. The reason for this is that the band is messing about in a warehouse and has nothing to do with the lyrics 'Can't Stop' because the actions means nothing. Disjunctive is a very popular style to choose because the video can be based on anything and it is supposed to be different. This music is non linear because the video doesn't have any order to it because the shots are mixed up to give it a new effect that the video is just random. This video is an open ending because at the end of the video you are still left wondering what you have just watched because you don't know the meaning behind the music video and you can't make any links. Finally this is not a traditional way of editing because the tempo is all over the place and rises all the time so it does slow down because the song is quick. The Red Hot Chilli Peppers Can't Stop
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