Lyric interpretation:This is the convention that the visuals to a music video will match or interpret some of the lyrics of the song. Usually this means occasional words or key elements of the narrative.This can help the audience with what is going on in the music video but sometimes can make the music video boring and bland because some music videos may use lyric interpretation to show word for word what is going on.
Extending or consolidating song’s meaning: This is when a music video doesn't just simply interpret the lyrics, but adds content and meaning to the song. This can be that it adds more to the meaning of the song and makes it either more serious or makes it comical and this is usually presented in the way and style of the music video.This may make the audience think that the music video is fully serious and may react differently to it or the audience may take the music video in a comical and not serious way which could take the seriousness out of the song.
Focus on performer:A main convention of most music videos is that they focus on the artist or band, including lots of closeups and mid shots.This lets the audience know who is the main artist in the video and it gives and it shows clearly to the audience how the artist wants to portray themselves and using close ups and mid shots are the best way of doing that.
Lighting for mood:lighting and colour can be used in music video to create a bright happy atmosphere , a realistic everyday feel or a dark intense mood, depending on the song.This shows the audience the mood and atmosphere of the song and it indicates whether the song has a positive meaning or a negative meaning with the use of lighting for mood with dull and gloomy colours representing sadness and bright and colourful colours representing happiness.
Pace of cuts:Most mainstream pop videos do this. Not every shot will sync to the beat , but most videos attempt to match the pace of the music with the pace of cuts. This is often most obvious in the choruses.This gives the effect that the music video is in sync with the song and that the song is well organised but not all music video do this and sometimes the music video completely out of sync with the pace of cuts.
B Write down the artist and title and provide a link to an example of a music video which shows the following:
special effects such as chroma key(green screen): Kanye Wests song "Gold Digger" involves use of a green screen in the background.The green screen ranges from different colours and is used to create atmosphere in the song.It uses bright colours to create a lively atmosphere and a positive mood.
Animation Digital, stop-frame or hand-drawn. Another type of effect: The Gorillaz song called "Feel Good Inc" consists of animation throughout the whole music video with animated characters shown speaking the lyrics of the song without the actual group members shown.
B Write down the artist and title and provide a link to an example of a music video which shows the following:
Reference to or includes another artist: Famous artist Mariah Carey's famous song "Obsessed" was directed at rapper Eminem portraying her opinion of how their relationship was and almost mocking Eminem and she is shown in the music video dressing up as Eminem whilst stalking and being obsessive over Mariah Carey.This gained a lot of attention as she openly exposed her and Eminem's relationship to the public and this sparked a huge outburst from Eminem who responded with his opinion of their relationship with his song "The Warning".
An artist miming and lip-syncing to a playback track: An example of an artist miming and lip-syncing to a playback track is rapper ASAP Rocky in his song "F**kin'Problems" where he shown along with featured rappers,Drake,2 Chainz and Kendrick Lamar to be lip-syncing and miming whilst they are shown rapping.
Multi-mage( multiple images on screen at once): English rapper Example's song "Kickstarts" consists of multi imagery.This is shown at the start of the music video with to different images of feet stomping,some with shoes some without shoes.
Cutting to the beat: An example of cutting to the beat is singer Lady Gaga's song "Applause" where anytime their was a huge beat in the song,the music video would change and cut to the sound of the beat showing different images.
C Briefly define the following styles of music video in your own words and link to an example of it being applied in an existing music video.
Narrative: A narrative is when the music video tells a story and shows exactly what the artist is talking about and it usually portrays something or sends a message to the audience,an example of this is singer Katy Perry's song "Thinking Of You".
Interpretive: Interpretive is when the music video uses lyrics to say was its happening in the video and example of this is singer Rebecca Black's song "Friday" as she says exactly what is going on in the music with her lyrics.
In concert or "as live": This is when the music video shows the artist or band performing in a concert an example of this is rappers Jay-Z and Kanye West's song "Ni**as In Paris" as for the music they are shown performing in a concert.
Impressionist: Impressionist is when the song is more about mood and atmosphere then meaning,an example of this is rapper TYGA's song "In This Thang" as it does not really have much of a direct meaning but it shows a lot about mood and atmosphere with its strange beat and imagery.
Surrealist: Surrealist is when the music video has strange and weird imagery and does not really connect with the song,an example of this is artist Martin Garrix's song called "Animals" as it does not have lyrics and the music video seems to be not what people would expect from that kind of song title.
Pastiche /homage: This is an affectionate or positive copy of or tribute to another artist's work, a media genre or product like a TV programme or film.An example of this is rapper 2 Chainz's song "We Own It" that was made just for the film "Fast and Furious 6".
Parody: A parody is a music video making fun of another person an example of this is singer Mariah Carey's song "Obsessed" in which she made fun of fellow rapper Eminem.
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