Cameron Cruickshank Music Video Unit 29 LO1/LO2

Introduction
In this Presentation I will be talking to you about the purpose of music videos. There importance, comparing examples of one song from two different genres, and how they generally work to the target market and audience with the connotations used.

Professional opinion on Music Video

Miley Cyrus explains on how her music videos have raised her image and that her image raised a lot of viewers. Suggesting that music videos are vital to an artist.

http://www.youtube.com/watch?v=NThkyod_A0A

Andrew Goodwin Theoretical Framework

Andrew Goodwins theoretical framework: There are 5 key features

- Thought beats (seeing the sound)

- Narrative and performance

- The star image

- Relations of visual to song

- Technical aspects of music video.

Purpose of Music Comparing Artists

For each song created by artists there will be purposes for what there trying to do. So firstly artists will want to make music videos to promote the artist and extend their income. For example this could be the Arctic Monkeys, they make a music video the promote the band so more people want to listen to them and this will obviously improve income. An example of another purpose of the music video is to get sales of a particular song due to the popularity of a music video, a perfect example of this is Gangnam Style which received over one billion hits on YouTube which was the first music video to reach that. That then guided him to a number one in the charts. But then Sigh Music video after received no where near that standard of video as many people do not know and watch it, which was gentlemen, it still got into the charts but not to the standard gangnam style did.

Another example of purpose of music video is to purely raise the popularity of the band, so for example Goyte with somebody I used to know attracted a lot of interest and raised the popularity of the band and became more known.

Importance of music channels and DVD downloads/sales

These channels bring a lot more money to artists as they are buying the music video of them to show on there channel to people who watch the programme. For example MTV bought rights to show Michael Jackson Thriller for $250,000 dollars. It only cost Michael Jackson $500,000 to make it and has already made half it back. If you take these channels, software's that sell music away then the artist is going to make anywhere near as much money as they would be missing out on millions of downloads and big money from company's. everything in todays world is mostly done in a technological way, such as iTunes where songs, and albums can be downloaded straight to the device, such as your iPhone or Computer.

Use of Synergy
Some songs have been purely made for films, But some songs have been used for a advert, or a TV programme and this is the use of synergy. For example, Skyfall was made and used for the latest James Bond film SKYFALL and was asked that Adele could sing this song. This shows levels of co-operation between the film and music industry and this is an example of synergy being used. James Bond films is perfect example because everyone of their films has a specially made song for their films. Live and Let Die for example by Paul McCartney and Diamonds are Forever by Shirley Bassey In TV Programmes you rarely see the use of synergy. Most programmes just pick a song and use it for the intro but dont promote the band using it, and the band who made the song do not promote the programme. So no Synergy is used. Adverts you rarely see music made specifically for the advert, maybe they may make their own version but the idea is generated from somewhere else. One of the most iconic adverts is the Cadburys advert with the Gorilla drumming to Phil Collins In the Air Tonight which saw a sharp increase in sales because of this.

Genre Indie Rock Arctic Monkeys

First Genre I will be looking at is Indie Rock and I will compare this to the Pop genre on how their music videos are different. The Band I will be analysing is the Arctic Monkeys. The Arctic Monkeys are one of the biggest bands today in all genres of music as they have become so popular in the past 2 3 years. The song I will be looking is Why Do You Only Call Me When Your High

Arctic Monkeys are an English indie rock band formed in 2002 in High Green, a suburb of Sheffield. The bands debut album became the fastest selling debut album in British music history and remains it today. The band have won 5 Brit awards winning best British group twice. Their Latest album AM was debuted at number 1 in the UK selling over 157,000 copies in its first week. Which made history as they were the first band to have 5 consecutive number one albums.

Why Do You Only Call Me When Your High

Why Do You Only Call Me When Your High was released on August 11 2013. On 18 August 2013 the song debuted at number eight on the UK singles Chart making it their first top 10 single since Fluorescent Adolescent in 2007. The music video filming started early July 2013 and was released on the 10 August and has had over 3 million on YouTube. The video shows Alex Turner, Jamie Cook, Nick OMalley and Matt Helders in the Howl at the Moon Pub in East London Hoxton Street, having a drink. The song of Do I Wanna Know? can be heard in the Background. Alex sends multiple texts to a girl to get a booty call. He then walks along a road and hallucinates which goes with the lyrics to song because it is related to being high. The song goes on for 2:41

Director Nabil Elderkin

Nabil Elderkin was born on Feb 11, 1982, he is a professional photographer , music video and film director of mixed American and Iranian origin. Born in Chicago and raised in Australia. Now based in LA, California His work has appeared in may platform including advertising, magazine editorials and covers, artist branding, music videos, books, album covers and photojournalism. His clients are amongst other artists like Kanye West, Frank Ocean, Nas, Bon Iver Universal Music, Sony, and Warner Bros.

Genre Dance Alesso

Alessandro Lindblad Born July 7th 1991 is known by his stage name Alesso, is a Swedish DJ and electronic dance music producer.

Specialising in progressive house and dance, he achieved worldwide attention and popularity in 2011 with wide support of his original production and remixes from the likes of Avicii, Swedish House Mafia, Tiesto and other well established DJs . His remix of Pressure was one of the most played EDM songs of 2011. He made his debut on DJ Mags top 100 DJ list in 2011, getting 70th spot. Being one of 2011 hottest artists was enough to name him an EDM artist to watch in 2012. early in 2012 he debuted on his first BBC Radio 1 Essential Mix. In 2012 he made it to rank Number 20. His latest song is a remix of One Republic song If I Loose Myself. Alesso ranked at number 13 on the top 11 DJs in 2013

If I Loose Myself Alesso Remix

If I Loose Myself is a song recorded by American rock band OneRepublic. It was released on the as the albums first official single on January 2013. A Dance version of the song remixed by Alesso was released in certain countries with the song just being promoted in the UK and Australia February 2014. The remix version was released April 2, 2013. This song has so far seen good success as it has peaked so far at 8 in the UK Singles and 4 in the UK dance singles. This Version of the song was nominated for a Grammy Award in the category Best remixed Recording. The Music Video was released on the 24th January 2013. in the video a group of people are sent a text from Ryan Tedder, of a picture of a wolf and the numbers 11.11.11 at the bottom. The camera follows the group around the city chasing clues that are spray painted on fire hydrants and street sings around the town that will help them guide they way to a secret concern that OneRepublic is holding.

Director Ryan Tedder

Ryan Tedder Born June 26 1979 is an American Singer, Songwriter, record producer and Director and occasional actor. He is best known from OneRepublic. One year after winning MTV competition, Him and Timberland started working together to develop as an artist while producing and directing for other artists at the time. His work has crossed many different genres such as Hip-Hop and Dance and has had many chart successes. Tedder has helped produce and direct music videos for Adele, Leona Lewis, Jenifer Lopez, Westlife and many more.

Tedder recently launched his own record company which is called Patriot Records.

Genre Conventions Indie Rock

Basic conventions of indie rock are quite stereotypical. - Scruffy hair - Casual clothes (Jeans, shirts, t shirts ect.) - Band Playing - Guitars, Drums - Dark Setting - Shadows - Standing Still/little movement As you can see in the screenshots these reflect in the screenshots I have used of Alex Turner.

Genre Conventions Dance

Conventions of Dance are Dancing Quick Cuts Flashing Lights Teenage Stereotypes Drugs, Alcohol Summery Scenes at the beach, swimming pool Costumes Girls in Bikinis, Men in swimming trunks, Summery Clothes High Key Lighting Some of the screenshots I have Fun Atmosphere Handheld Camera work exciting movement used show conventions met by this song Upbeat music Edit Fast Paced to the beat

Camera Movement Why Do You Only Call Me When Your High

The Camera movement for this music video is very simple and straight forward, but has special movement to go with the song that gives us an extra insight to the song and interacts with us. You notice the Camera movement never is really dead still. It is very shaky as if it is eye sight so it feels like your looking directly at Alex Turner. When Alex Illusinates, the camera starts to wobble, as if it is really happening and interacts with the audience and viewer. The Movement kind of goes with Alexs movement, if he falls, then the camera falls with him, when he walks stumbling around, the camera also is like it is stumbling. There is a shot with a high angle when Alex falls over and looks up to some and tells him to get up meaning it to come across as more of a intimidating shot. There is good use of the POV, Long Shot, Mid Shot and Over the shoulder. The effect of the shakiness of the camera I find is very effective as it looks more professional, it interacts with you and Alex turner a lot more as it is like your walking with him but tracking his movement.

Camera Movement If I Lose Myself

The camera movement to this song if a lot more quicker than the Arctic Monkeys song I just analysed as you would expect due to meet the conventions of each genre. This Video is a lot quicker to the previous one as it is a Dance music video. There is good use of the group shot at the start of the video which then quickly cuts to OneRepublic and Alesso at a live concert. The camera movement is quite still but shakes normally like a normal camera, this gives a effect that is has been recorded by a normal person, especially when there is footage of a live concert when everyone is raving. I find it effective that the movement isnt very still as this song is a very high beat dance song and the camera movement adds more to the song as it goes with the song itself. Lots of use of the long shot, mid shot and group shot.

Relationship Between Lyrics and Visuals

Why Do You Only Call Me When Your High I find the video to this song works and forms a great relationship. The Name to this song is Why do you only call me when your high, and in the music video, one of the first things you notice is that he illusinates, effectively meaning he is high. Alex Turner illusinates in the mirror, while looking at the clock, sees a blurry image of a man, imagines a women in a taxi giving oral activity to a man, and also imagines a man having sexual intercourse with a women down a alleyway, but this is all in his imagination because he is high. It shows Alex frequently texting a ringing a girl when then he says left your multiple missed calls and to my message you reply, why do you only call me when your high this straight away forms a strong relationship in the music video as he is purely walking through the street as It feels like he is telling us a story in his head. Another example, he says Its 3 in the morning, I'm trying to change your mind the video is set in early hours in the morning while he is high walking to find the girl. This shows good continuity and relationship again as we know what is happening more and feel more involved in the current situation.

Relationship Between Lyrics and Visuals

In my opinion, there isnt much of a relationship to the music video and the lyrics. Firstly the lyrics are the start are I stand up at the sun there is no sun in the current shot and shows no form of relationship. The main like if I lose myself tonight, itll be by your side there is some kind of relationship between the both because on one of the shots there is a man with no one with him, but then there is a big group shot with the audience at the concert emplying if they lose themselves due to having such a good time, theyll be with so many people they will be by them, these two lyrics and shots seem to work but in different ways, this video is harder to judge as it isnt based on one person and the video is based on a bunch of people trying to get to the concert where OneRepublic are. Its good as when the base drops and the beat gets higher there are very quick cuts which match with the beat. I wouldnt really say this song had a relationship with lyrics and visuals. Because the video is telling a story of people trying to find their way to a concert where the lyrics with this song tell a completely different story, compared to the Arctic Monkeys video where we understand the video and lyrics together where I dont think there is any relationship between the two in this video. But it is still a good video that it cuts to the beat of the song.