Music Video - No Knife

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Assess 3B & C beat editing & lip syncing

• Add headings
• spelling mistakes 
• write the purposes 
• use different words from 'sharp and neat' 
• use content/add the keywords 
• use a different word from switch 
• its a M
• for D how would different genres use beat editing and compare it and how effective beat editing is. 
• needs more explanation 

Task 3Ciii - Chroma key and effect 

• Explain why it has gone viral 
• how is it impressive to watch and what style and effects have they used 
• without a green scree it would be impossible to make 
• Haven't discussed why the Kenye west music video is unsuccessful 
• Refer back to the powerpoint
• go into more detail 
• its a M
• for D more detail, are music video reliable on chroma key 
• Explain more and focus more on effects 

no Knife - Pre production

Team Roles and Responsibilities
Within our group we all each have different roles and responsibilities. The people in my group are myself, Nigel, Daniel and Ashley. Our roles was given to us by our director (Nigel) in order for us to make a successful music video for our unsigned artist who is our talent.

Nigel Chiteme - Director
Nigel has been chosen to be the director for this music video is because he had the main vision of the music video so he will see all the little details of the visual aspects of the music video and he has the biggest and general image of the what the music video is going to be, he is also skilled in shooting and editing therefore he will over see if the shots has been editing perfectly and in the way it is suppose to be edited in.

Tamaira Lynch - Producer
I was handed this role of being the producer by the director because he thought that i was capable to organise and guide the crew. I am the one of three people who is the most organised in the class, and i would make sure everyone and everything is in check, Nothing will missed out or un-organised.

Daniel Taiwo - Director of photography
Daniel has been chose by the director to be director of photography because from previous experiences working on other projects Daniel has a skill for good shot framing and he is exponential and understanding about the rule of thirds, he has good knowledge on how to use a camera in terms of getting the right light exposure, and when him and the director works together with his skills and the director's ideas they will be able to illustrate the idea we want to get across.

Ashley Davis - Assistant Director
Ashley was given this position because his skills on final cut pro is one of the best in the class and has exceeded general knowledge of the software. Also from our last project, Ashley's continuity editing is conceptional and that is going to be a big asit to our production because we are doing a narrative base music video.

Peter (Fegs) - Talent
Fegs has been chosen to be the talent because we as a group his talent is half successful and we feel like this music video will help him become more successful because although he has 6 thousand followers on soundcloud, youtube will make him more known and stand out more because everyone in the world accesses youtube.

Performance Crew

Producer

Risk Assessment

Risk assessment from Tamaira Lynch

Permission to shoot 

Currently waiting for them to reply if we have permission or not.

Groups work Fegs- no knife

Mood Board 1

Mood Board 2

Mood Board 3 

Mood Board 4

Contribution to 500 words 

Image
Our music video that we are creating for our upcoming artist will create an image that show that he has changed his lifestyle and that he isn't the boy he use to be. The whole concept is that he wants to teach others that the streets are bad and him changing has been the best thing that has happened to him in his life. The image it is creating for him that he is inspirational and meek, which means he is now a humble person. His image before was aggressive, violent and a criminal but throughout time it changed therefore his image now is to inspire others to go the right direction. He is showing his target audience that he use to live a bad lifestyle and it will relate to a lot of our urban youths that currently live that lifestyle and who are lost because they don't know any other route to go; he is that person that tells them the right path. As the music video goes on it shows how his image changes. The narrative of the music video that he starts off as a hood boy always on the streets, because of this lifestyle his friend got stabbed and killed and because of this it made him realise that this lifestyle isn't good. Therefore at the end of the music video he will be on the streets but instead of doing crime he is preaching to other youths that the street lifestyle isn't good and as he preaches more people crowd around him to listen.

So we are planning to use the meaning of the song, which is to stop knife crime, and to put down knifes. In the first chorus it is like the introduction to the story and the tone is quite calm because as the song progresses the mood and tone of the song will get more hyped. In the first verse he starts the story talking about how he could of died at 14 then we will show a 14-year-old version of him showing a 10 second clip of the situation 

A trend that is included in most gospel music videos is when the artist is either outside on the streets,  in a church, or inside some sort of building, and what the artist is doing is that he is speaking to a group of young people (mainly boys), and he is preaching to them. There are a large number of music videos that have used this same convention. Music videos that have used this same convention are videos such as “Sending One Up” by Guvna B, DFMB by another artist called A Star, “Like That” by an artist called Means, who is part of a group called Hope Dealers.

Fegs - no knife - \My section

Mood board

Lyric analysis

Contribution to 500 words 

Image
Our music video that we are creating for our upcoming artist will create an image that show that he has changed his lifestyle and that he isn't the boy he use to be. The whole concept is that he wants to teach others that the streets are bad and him changing has been the best thing that has happened to him in his life. The image it is creating for him that he is inspirational and meek, which means he is now a humble person. His image before was aggressive, violent and a criminal but throughout time it changed therefore his image now is to inspire others to go the right direction. He is showing his target audience that he use to live a bad lifestyle and it will relate to a lot of our urban youths that currently live that lifestyle and who are lost because they don't know any other route to go; he is that person that tells them the right path. As the music video goes on it shows how his image changes. The narrative of the music video that he starts off as a hood boy always on the streets, because of this lifestyle his friend got stabbed and killed and because of this it made him realise that this lifestyle isn't good. Therefore at the end of the music video he will be on the streets but instead of doing crime he is preaching to other youths that the street lifestyle isn't good and as he preaches more people crowd around him to listen.

Pitch Presentation

Task 3c(iii): Chroma key and Effects

In this report i will be explaining all the possible ways on how to use chroma key and the reason why artists use the chroma key. Also will be talking about the different type of effects you can edit over the chroma key to make it show that they are exactly in the location The way artist would use chroma key is create hyper-reality and they will use creatively. However some artists use chroma key for the right purposes but some artists rely on chroma key to much and use it wrong.

Artists that use chroma key successfully
In Katy Perry ft Kanye West music video called 'E.T' they use chroma key and effects effectively because it actually has the hyper reality of them actually being there when their not. The chroma key shows the two artists in space; Katy Perry being a alien or equivalent to satan because at the end she had 'satan's legs' which are deer legs. They used this effectively because when she was in space she was blended with the location to make it look like she was actually there, which proves when they edited it they adjusted the lighting to make her blend in with the background. Also the visual lighting related to the lyrics because they lyrics is related to the illuminati and supernatural abilities. However the music video could become uncomfortable to watch my certain viewers by the music video became viral and achieved 427,210,757 views. Therefore their use of chroma key was successful. The lyrics relate to the visuals because when she says 'you open my eyes, and i'm ready to go lead me into the light' the start to show shots of animals and creatures awakening and the 'light' resembles the light they walk to at the end of the music video 4.50. Also Kanye says 'tell me whats next alien sex' the when the pace of the song speeds up it cuts to shots of animals and creatures having sex '3.50' proving that the aliens are going to make another life in another dimension because they have destroyed earth and you can see this when Katy Perry comes down to earth 3.00.


Artists that use chroma key unsuccessfully
The usage of chroma key in Kanye West - Bound 2 music video was unsuccessful. He used the green screen for the location at the desert, which gives it a western theme, however cowboys are usually white and Kanye is black therefore it might of done this theme on purpose to show he has power and also there is no one else apart from him and Kim Kardashian there, therefore it could show a sign of freedom.  In some hots of the music video you will see Kanye riding a motorbike that you can clearly see isn't moving, only the background is moving with his wife naked in front. Therefore we can see that Kanye West tried to use chroma key for a hyper reality effect and creativity but the background wasn't appropriate for the music video.


Another unsuccessful music video that uses chroma key is 'Hooked on a feeling' by David Hasselhoff. The locations that David Hasselhoff was using for his music video wasn't suitable and didn't fit well within the music video. In the music video we have David Hasselhoff in front of a green screen lip syncing in different locations, the reason why he done it in numerous of locations to show that he goes around the world and that he is about. It was unsuccessful because he wasn't blending with the background at all, also in one shot when he caught the cube '0.53-1.06' and then another shot when he is flying in the air '1.07-1.13', wasn't convincing enough. In the music video it shows that he has supernatural powers because he can be in different locations at the same time and also this very different towards his audience because he is an actor, therefore this is out of his category, so he wanted to sell his image as not only is he just an actor but he is also an artist.

Kanye West - Bound 2 and David Hasselhoff - Hooked on feeling both used chroma key unsuccessfully, however although they didn't do successful their music video became viral because it used chroma key so badly leaving Kanye West - Bound 2 to have 59,974, 703 views and David Hasselhoff - Hooked on feeling has 12,438,856 views. Unlike the Katy Perry E.T music video where they blended her in with the background to make the hyper reality look realistic, but Kanye West and David Hasselhoff didn't blend in the visuals together properly.
However i believe over years artists rely on chroma key to much because of the fact it is cheap and easier to do for their music video instead of actually going to the location, creating your own lighting and set up. Also it allows them to be more creative with the music video and that is all they focus on nowadays; the creativity of the music video because that is what makes the track go viral and that is what is showing the audience how the artists are in their concerts and that his how they make their money because no one buys music anymore.

Assessment 3c

There are so many camera angles and camera movements in music videos and they all have their own meanings. We use the camera angles and movements through different sequences of images that create a mood or an emotion and those are some of the specific reasons why we add these into our music videos.

High angle

One camera angle that is used in music videos is a high angle, High angle is when the angle is placed at a high level looking down at the artist and this gives off the mood that the artist is vulnerable and weak because in the frame of the shot the artist looks small therefore they look powerless. By using a high angle you are automatically creating a meaning behind the shot.  

Arc

Another camera movement is an arc, An arc is when the camera is circling the character all around 360', or another shot of an arc can be from a point of view vision where the it feels like you are the person because you’re seeing it from the artists eyes and everything is spinning; the whole world is spinning in circles. From the point of view shot, an arc is to show that the person isn't themselves where if they are being possessed or drugged, either way something unusual is happening to them and causing them to lose control and become dizzy. When the camera is facing the artist and the arc is circling could mean the same thing that the character isn't themselves and become dizzy but it could also be a sign of claustrophobia and someone becoming paranoid. An example of this is 'Aj Tracey - Buster Cannon' between 0.54 - 0.59 there is two arc's circling the artist showing that he is there but he's not there and he is fascinated by the location he is in. Also to show that he is in his own world where everything is fast paced, this shows at the end between 3.49 - 3.54.

Tracking away shot 

A tracking away shot shows that the artist is the boss and everyone follows them, also to show that they run the world, to show that they are important. An example of this is 'Lady Leshurr - Queen's Speech pt3' throughout the whole music video tracking away is being used to show that everyone should back away because the queen is coming because that is what she represents herself as 'Queen' reason being while all of her songs begin with 'Queen's Speech' referring herself to a queen. Also because at the end of every music video she produces she puts on a crown to show is the queen therefore everyone should follow her because she is the boss.

Low Angle 

A low angle is very different to a high angle, where a high angle shows that the artist is vulnerable the low angle shows that the artist is dominant and powerful. They use this angle in music videos a lot more than they use the high angle because the artist wants their image to come across that they are dominant and have more power of anyone rather than to look weak and vulnerable to everyone. An example of this is 'Paul Stephan - SE28' this music video contains a lot of low angles to show that he is dominant and that he is very powerful of everyone, this happens between 0.19 - 0.30. It also related to the lyrics when he says 'I won't tolerate know dickhead vibe' showing that he wouldn't take stupid behaviour from anybody because he is the king. 

Canted angle 

In music videos a canted angle is used a lot because it is to show that the artist is unstable. This angle show the camera being tilted therefore shows that the artist isn't steady. Also this angle is really affected once used with a point of view shot because it shows that the artist is confused and unsure about something. To use this angle you simply tilt the camera to one side slowly. An example of this is 'CezPresents ft. Selassie - back to basics' in this music video it uses canted angle at 0.31 - 0.33 to show that the urban youths are unstable and unsteady. 

Zoom in and out 

A zoom in and zoom out movement is a useful movement in music videos because the zoom in shows that the artist is becoming claustrophobic because the framing of the shot becomes smaller and feels like the artist is in a tight space. Whereas the zooming out is to show that the artist has been isolated and is alone but it also depends on the location because if the they zoom out and it shows that the artist is in an empty room marginalized from the others, therefore it will make it very clear to the audience that the artist is vulnerable and alone because of the frame of the camera will become wider and the artist will become smaller, whereas in a zoom in the framing would become smaller and the artist will become bigger.

Handheld 

Another camera movement is a handheld. Handheld is useful when the image is moving too fast for it to be recorded on the tripod, therefore handheld would be the best procedure to use because you would be able to capture a lot more of the scene. At these points the camera isn't on a tripod it’s been held free handed, however although it is being held free handed it still has to be slightly steady because the music video will become messy if the camera is moving a lot with no meaning to it as well. For instance, IN2-WSTRN ft. Bastard 32, Chip and Geko utilize this system at time 2.12 - 2.23 as the camera administrator was taking after the activity of every specialists featuring in the music video. By this it gives an urban feel and road feel. The reason for utilizing this procedure it makes it sensible and it gives it more lumpy impact on it.

Assess 3B & C Beat Editing & Lip Synching

One important procedure which can be connected when altering a music video is cutting to the beat, this basically implies when the music video starts with one beat then onto the next along with the image that is moving on the screen. I would say cutting to the beat would keep the gathering of people fascinated and intrigued, furthermore cutting to the beat could build up a mood based around the genre and the music video.

Beat Editing

Before you cut to the beat you have to place your markers in the points where there is a beat. You do this with each pf your shots that you want to have in your video. The markers help you get an exact cut therefore you will know when the beat drops exactly. But before you do this you have to do the preparation. So first I downloaded the track from the blog then dragged it into final cut. Then you’re meant listen over the track a few times, so I listened to the track to get an idea how I wanted my shots. I started to put my shots in and added my markers on every beat I heard. Before I added my markers you have to make sure your shots are in line with the track therefore it will be all in synced and not look like the video is delayed 3 seconds behind the track. To add the markers you have to use the 'M' key, this shows where every beat drops. Wherever you have put a marker you will have to cut it. After you cut it all you will have to start playing around with the shots, therefore i zoomed in with some shots and zoomed out, I replaced some shots and moved around the shots. I also reversed and changed the pace of the shots because of the fact it is a fast pace song, so the video will look better if it if the shots are in synced with the beat so it looks sharp.

Lip-Syncing

Unlike the summer music video I shot I added lip-syncing. This is really important in a performance music video and the summer music video was lacking it therefore it wasn't really successful. However with 'Turn down for what' music video there was lip-syncing, there isn't a lot of lyrics within the track which made it easier to for the performance to lip-sync while doing the choreography but every time the track said, 'turn down for what' one the performance would say the lyrics. I also had to inline the shot where the performer says 'turn down for what' to when the track says 'turn down for what' because then it will look more smooth and neat and flow more and not look messy, if the lyrics wasn't in line with the artist then it would messy and it wouldn't look like a music video.

We did a practice run over the summer to make a music video, however we didn't learn. Compared to our music video in the summer, the 'Turn down for what' is much more like a music video because of the fact it has good effect on the video and makes it look not boring and dull.

Comparison (Beat Editing & Lip-syncing)

In the summer music video it was very poor because there is very little beat editing and there is very little lip-syncing. The lip-syncing is very important because it shows who the artist is and who is the main image and character, also it is meant to be a performance video, not a conceptual video. With a conceptual music video you can get away with not having any lip-syncing because of the fact it focuses more on the music and the instrument but with a performance music video, lip-syncing is one of the most important conventions. Also the music video itself isn't really selling, because with a music video you want to make it look more like a live performance, so people can go to your concerts because what they see in your music videos is what they're going to see in the live performance because that is how the artist make their money; not through the public buying their music but from the concerts they do. However with summer music video it's not engaging enough to make the audience want to see them live. Whereas with 'Turn down for what' music video is more like a performance because it has the conventions such as lip-syncing, choreography, costume and cutting to the beat therefore the public will want to see it live. Cutting to the beat makes the music video look more interesting and effective, therefore the public will feel intrigued to watch it.

The 'Turn down for what' music video is more successful because of the fact it involves lip-syncing and beat editing and because it makes it look more convincing that it is a music video. Within the first 19 seconds of the music video I beat edited by changing shots around and adding shutter stock shots in to make it look more interesting. Also the way I edited it is that beat comes in sets of 6 than 5, and the last beat in the set of 6 (which is a 'clap' probably used by logic pro x) I slowed down the shot because the sound of the clap is slightly stretched out, therefore I slowed down the track to fit the duration of the 'clap'. Also another example of my beat editing is at 0:09 there is a cut, which needed two markers and I added in shots but cut them in a way that it cuts between the two shots like a glitch. I got one shot, split it in two, separated it slightly and put a different shot on top in the gap that was created, therefore on that beat it looks like there is a glitch between the two shots.

Different Genre's 
However there is different beat editing in different genres of music
Rock - In rock music the shot doesn't change to every beat but it will show for an example the person playing the drums hitting the drums on time to the beat, which means they in synced the track with the shots perfectly. For an example 'Foo Fighters - The pretender' every beat there is the it would change to  some shots or to the main artist who is lip-syncing, however the shots are more still and neat when it is cut to the beat editing.


Hip Hop - In Hip hop music don't really have beat editing it does have some shots that change on the beat but it mostly has lip-syncing. For an example N.W.A - Straight outta Compton, the beat editing is more on their vocals, not as much cutting to shots on every beat.
Pop - 

Beat Editing TDFW

Prep work - Half term

Task 1
Vocals - The vocals are a males voice talking about how he needs money. However it is only his voice in the track, therefore the song is related to him and only him. he lyrics is what he feels and what he thinks and not anybody else's opinion. Also on the chorus he slightly singing the word 'Mulla' and prolonging the word because that is the name of the track and the main subject.

Drums - There is electric drums within this track throughout the whole track, which means this is the main beat and that there is repetition in the track, you can also here there snare,  Hi-hats and claps. Also at some points in the track you can here a gun clock , which reflects to their lifestyle and the lyrics when he says, 'If i can not trust i swear imma shoot yah'.

Instruments - There are drums, synthesizer and a base guitar. At the beginning of the first verse the beat cuts out then comes back in after a while. This makes the track ore interesting and not the same thing through the whole song. The bass guitar is the bass throughout the whole track, but it is repetitive.

 Task 2
Location - My idea of the music video is that at the beginning there will be shots of nice expensive cars and with the artist and his friends in the cars with girls, also they will be shots of money mainly because that is the main subject of the track; shots of the artist using money as a phone and showing scenes how he gets his money because of the lyrics he is said 'i'm out tryna get bread no loafing', the visuals will match the lyrics therefore their will be different locations such as, car park, skate park corners, mansion (provided by the green room) with him and a girl on the bed, with money around her and he is rapping while she is laying in money. This will be set at night when it is dark because it's not a jolly happy song. Also all the normal shots are him as a cartoon.

Characters and costume - Because the artist is the main character he has to stand out from all of the people in the video, at the beginning of the video there will be a shot where he is in a gold car equivalent to a throne like games of thrones because in his track he says 'Cults your a game changer' therefore he can have the king card in his hand with money around him but as the vocals come in it cuts to him being not wealthy; with everyone around him wearing Armani and stone island, but as he track goes on and becomes more wealthy and the last shot will be him in the car at the end of the video.

Colour and lighting - at the beginning with him in the gold car the colours will be bright gold and black because even through he is wealthy he is still dark but when he is looking not wealthy the colours will be dull grey colours and normal shots will just be dark in the car park with grey and blacks.

Editing pace - at the beginning the camera will slowly zoom out showing that he is wealthy.. There will be beat editing with the shots switching or changing position on beat. Most of it will be fast pace but the narrative parts will be slowed down but normal shots will be fast pace editing. This video will show his lifestyle how he started from the bottom and worked his way up and he is still going. Thee fast pace editing will also reflect on his success how his success grew at a quick pace.

Camera movements/angles - They will be tilt shots at the beginning to show that he was unstable the way how he was and there would be tracking shots; with the camera following the cars (object) also there will be shots where the artist is walking to the camera and the camera is backing away because the artist intimidating and dominant, this will also be shown in a low angle shot.They will be high angle shots at the beginning to show that he was anything before.

Task 3

Task 4


Task 5
Interview  -- waiting for him to answer questions

Task 6

2b Task 2&3

Task 1 

Performance

Performance music videos involves conventions, such as lip-syncing, choreography, abstract. A performance video is basically a advert for the live performance because of the fact nobody buys music anymore because they have so much facilities that they can just download the track on such as YouTube, Tubidy, Imusic and so many more. Therefore the artist needed to find a way of making money and the solution to this was doing concerts and tours; that is  how the artist make their money, because the music video is more important than the actual song nowadays, the music video has to stand out because it resembles them how the artist would be live, therefore the music video is the gateway to the live performance. The audience will love the music video so much because it could be so abstract and unusual or fun and exciting they would pay money to see the artist live. An example of this is 'Jason Derulo - Trumpets' in this music video the artist is lip-syncing and their is dance choreography's every time the chorus comes in

Narrative

Narrative music videos are music videos that involve a story. It is different to a performance video although the narrative video can contain some performance in it as well. The narrative of a music video is to create and image for the artist. This image that the artist wants to be seen as is a fake image to their audience because it is what they want the audience to think they are. That is why the most narrative videos are aimed youths because they are the most easiest to influence. Its an image to change the artist persona. One other reason why artist use narrative for their video, still leads back to creating a fake image but it is also to keep up with their audience. An example of this is Miley Cyrus; her fans used to be really young when she use to do 'Hannah Montana' however as the years passed her fans grew up therefor she had to change her style and her image to what they would like and to fit their age, therefore she changed her image by going from 'Hannah Montana' to 'Miley Cyrus'. Because o this Miley Cyrus now has less control of her image. Narrative music videos are like a short film therefore the artist becomes a certain character they want to be seen as and becomes a star in their own music videos. Also artists use narrative because they want to show their audience that they are more than just an pop star, they can act as well. An example of this is Beyonce - Hold up has a narrative at the beginning where she is under water in her house. The meaning of this narrative is that the water is resembling holy water and she is getting baptist and realising she shouldn't change for anyone. As the song begins she is smashing everything on the street showing she doesn't care anymore, she's showing she is happy. The image she is showing is that she is a woman that has been cheated on and shouldn't change for no one and shouldn't cry about it. Beyonce calls herself 'Queen B' and the setting was her luxury house underwater. The luxury house represents she a queen. It's also performance because it has the artist herself in the music video and she is lip-syncing. however this isn't like most of Beyonce's other music videos because they mainly have choreography but this music video doesn't have choreography, she is just walking down her street not caring about anything.

Conceptual 

Conceptual music videos is very different to performance and narrative music videos but again can still have some contribution of the performance and narrative but unlikely. Conceptual music videos focus more on the music instead of the music video because their aim is to become viral and conceptual video earn the least out of the three (Performance, narrative and conceptual) however it is the most viral. Conceptual don't focus on the artist because or the image that the artist has because all they do is focus on the beat of their music. The only time you will see a performance within a conceptual video is if the people in the actual music video are moving to each beat or each instrument that is being played in the track. Again that is relating to the song not the music video. With performance music videos and narrative music videos, the song is the music video's soundtrack, where as conceptual videos actually focus on the song not the music video.  

Task 3

Hyper-reality 

Hyper-reality is a style in a music video to make the audience think tat something is real but it wouldn't happen in real life. Hyper-reality happens mainly in Hip-Hop music videos, which involves a lot of voyeurism on women but you could argue the fact that it is on men as well because the men sometimes advertise their body as well as the women. 

Intertextuality 
Intertexuality is when different media sections cross over another media sections. 

Animation 

Animation is style in music videos that have animation and real people in the music video and the reason why they use animation because it's easier to make more abstract and different and also interesting. 

Homage 

A homage music video is a re-make of a music video that is already out or and old music video. 

Parody 

Parody is a music video that makes fun of an actual major artist's music video. This contains humour to make their audience to laugh, they do this to make their channel go viral. 

Pastiche 

Pastiche music video is when they imitate a certain style or a certain time of period 

Allusion 

Allusion music videos is when a music video refers  to something that is happening in real life at that time period. 

FSA 1.3 - Task 2b

Narrative
In this report i will be talking about the different type of styles that are in music videos, also i will be talking about the different type of conventions they have. There is three different styles which are: Narrative, performance and conceptual. Narrative is when a music video contains a story; becomes a short film where the artist is a character in the music video whether it is the hero or the lover etc. The reason why artists use narrative is because it creates a fake image for the artists persona, therefore the artists becomes a star in their own music video. An example of this is Beyonce - Hold up has a narrative at the beginning where she is under water in her house. The meaning of this narrative is that the water is resembling holy water and she is getting baptise and realising she shouldn't change for anyone. As the song begins she is smashing everything on the street showing she doesn't care anymore, she's showing she is happy. The image she is showing is that she is a woman that has been cheated on and shouldn't change for no one and shouldn't cry about it. Beyonce calls herself 'Queen B' and the setting was her luxury house underwater. The luxury house represents she a queen. It's also performance because it has the artist herself in the music video and she is lip-syncing. however this isn't like most of Beyonce's other music videos because they mainly have choreography but this music video doesn't have choreography, she is just walking down her street not caring about anything.


Performance 
A performance video is a video that follows conventions such as lip-syncing, choreography, abstract and star-in-the-text. Star in the text is what Goodwin invented is when it's to recreate the star's persona. An example of this is Rihanna - Disturbia, the reason why this video is performance is because Rihanna is lip-syncing in the video. Also this video is abstract because of the editing that is used in it. it is fast pace and it looks like she is possessed also she is attached to chains in some scenes therefore she can't escape.


Conceptual

• Conceptual music videos rely on the metaphor and poetic form of the song because it is not being told in an linear way
• It create an mood for the viewer to be evoked of the video
• Within in a conceptual music video, it can create different meanings for the viewer so they can interpret of what the song means in a way.

 "Get Lucky" is a disco song with lyrics that, according to Williams, are about the fortune of connecting with someone, as well as sexual chemistry.

Music videos show how visual representation is used to make meaning and the emotionally side behind the lyrics as songs can influence or explain how the person felt during an event in their life, for example Taylor Swift creates break up songs as it allows her to explore herself through a medium which people can relate to.

"Get Lucky" is a song by French house music duo Daft Punk, featuring Pharrell Williams and co-written by the duo, Williams, and Nile Rodgers. It is the lead single from Daft Punk's fourth studio album, Random Access Memories(2013.)

What is Interpretive?

The real definition of Interpretive is where the artist's music video that is uploaded onto YouTube so millions of people who follows his/her music can watch it but they need to interpret to what the video is trying to say to them because the fans of the artist would have different opinions on what it means. For example of a music video that is type of interpretive to the audience is Guns N' Roses's single of Estranged which the meaning behind it is that the lead singer of Axel Rose is trying to find his inner peace after he cannot see his son anymore which he needs to cope of that situation which he does towards the end of the video although he tries to drown himself in the ocean. 



Intertextuality 

Referencing within the music video is where the artist's music video is referring to other films, television programmes or even video games which it could paying homage to the original creator of it but an example of this being of the Beastie Boy's Sabotage where it is using a use of parody and paying to homage to the television programmes of Hawaii-O Five, Starboy and Hutch, The Streets of San Francisco and included S.W.A.T. Baretta.

Task 2A - Pop Music videos - Homework

Conventions are very important in music videos, however not all types of genres of music videos follow conventions. Some music videos challenge conventions because the artist doesn't want to just been see as a pop star; but to be seen as something bigger with more talent than just lip-syncing. Genres such as Hip-Hop, pop, indie and self portrayed music videos tend to follow conventions, however within theses genres there are different styles such as: narrative, performance and conceptual. Conceptual videos is the main style that challenges conventions because it focuses more on the beat of the music and it is more unusual by not having the basic conventions such as lip-syncing, however performance and narrative videos challenge conventions as well sometimes but conceptual videos go viral more.

The purpose of music videos is for a variety of reason. The performance videos are represented as an advert for their live performance because nobody buys music anymore therefore they make money from their live performances. The narrative videos are to create a fake image for the artist to create a different persona which is what Goodwin called in in 1992 'Star-in-text' the artist being the centre of attention. Conceptual videos are for their music and videos viral and all of them conceptual videos go more viral.

Pop music is more upbeat therefore there is a lot of bright colours and the artist and other people in the video are usually having fun. An example of this is Katy Perry - Last Friday Night (TGIF) this music video contains narrative and performance. The reason why it is narrative is because the artist has created a geeky character that she is playing at the beginning of the music video and becomes a
pretty geek who everybody loves throughout the music video and that everybody loves and she has the most good looking boy in her school liking. The reason why artist uses narrative in their music videos is to create a fake image for their persona. The reason why it has the style of performance is because it contains all the conventions. It has the artist in the video and she is lip-syncing the video is abstract because it is very wild and colorful with bright exaggerating colours. Also their is choreography including the artist and her back up dancers. There is also voyeurism because of the

close ups on women in sexual ways such has her eating a banana sexually, which the label has insisted on having. The pace of this music video is very fast and very eye catching to the audience. The artist wants an image of a funny, party animal geek. It has some illustration in the music video because it shows the man playing the saxophone and the drums but amplifying that they are having fun at a party. The props they used was all party props, so strips and drinks to show they are at a wild house party having fun.There is close ups of the artist to promote the artist and her image.

Another example would be Jessie J - Burnin'Up, this video is performance. The reason why this music video is performance is because the artist is in the music video lip-syncing, also there is choreography that involves the artist herself along with her back up dancers and it is abstract because of the bright colours and the actions they are doing. However this music video is different to Katy Perry's music video because although they both use voyeurism but having close ups on women in their underwear or bikinis, Jessie J's video also sexualises men because they have close ups of men with their shirts off which is unusual for music videos because in certain genres like Hip Hop they sexualise women a lot for example 50 Cent - Candy shop.Also this music video doesn't have narrative. In pop music the people who are dancing in the videos have similar costumes to the artist but not the exact same, the reason why it isn't the exact same is because the artist needs to stand out from the others. The pace of this video is also fast. Pop music mainly uses bright lighting so everything looks more alive and more visual, also because it's meant to be a fun theme. 

Miley Cyrus - Can't be tamed is another example. This video is narrative and performance. The reason The reason why this music video is narrative is because at the beginning high class people come to see a creature that hasn't been discovered before and that is the artist but she is a character of a dark angel in a cage. The lyrics relate to the visual because she is saying 'i can't be tamed' which means she can't be controlled but 'tamed' is a word used for animals, therefore she is resembling an animal/creature in a cage that people who are trying to tame. What she is telling her audience that she is who she is and nobody can change her but she chooses to show this through a fake image of being a rare creature who is meant to be extinct because of the fact nobody is like her. The reason why it is performance is because the artist is in the music video as the main character lip-syncing, also there is choreography with the artist and backup dancers dancing abnormal. The music video is very abstract because it is different and unusual because they are dancing like they are possessed. It is sexualising women by showing close ups of the artist laying down in a short dress touching her dress also showing that she can't be told what to do, she can do what she wants when she wants to. The pace of the music video is fast but the colours are dark however it is still a pop video. The reason why the colours are dark is because her character is dark within itself therefore the lighting is linking with the visuals.The costumes are all black or dark colours because it is a dark theme and all the close are torn or holey because they are meant to be resembling creatures. All the back up dancers are also in the cage because they are metaphor of animals/creatures as well. Throughout the video the scenery changes into a museum with animals in them or images of the jungle behind them because that is an animals habitat. When she is laying down in a sparkling dress she has come away from a dark image to light image and in the background are peacock feathers and peacocks are known as beautiful however this is when voyeurism is because she is touching her chest therefore it's showing that women are beautiful but still sexualising them at the same time.

Demi Lovato - Heart Attack is performance however it is different to the other music videos because it is illustrate. The reason why it is performance because you can see the artist in the video lip-syncing and it abstract because of the editing of the video, it's like there is lightning in the video that always come when she is singing the chorus when she is saying 'Heart attack' therefore the lightning it resembling the heart attack, this is the lyrics+visuals. However like other pop videos this music video doesn't have choreography. The reason why it is illustrate is because while she is singing the band is playing the instruments in the background and that is visuals because you can actually see the band playing the music also this is a perfect example of how an performance video is an advert of the live performance because the shots when she is singing and the band is behind her playing is how it would look when she is performing live. The lighting is deliberately dark so you can see the lightning clearly and her costume in different shots is when she is wearing a white shirt and the connotations to white is pure, which shows she is pure, however her hands are black and every time she says the words 'Heart attack a puff effect of black paint gets on her shirt near her chest showing what the heart attack is doing, therefore the lyrics is really resembling the visuals. The pace of the song is fast and sharp, aslo there are shots when she is in a black liquid, considering the colour black is representing the pain of the heart attack and the connotations are death and a heart attack leads to death, that scene is showing that she is drowning in the heart attack close to death.

Task 1C - individual report: Purpose of music videos

To sell the song (Beyonce - Sorry)
The purpose of this music video is to her husbandJay Z because he cheated on her with another women who she refers to as 'Becky' at the end of the video, due to who she said 'You better call Becky with the good hair'. The reason why she made this song and even the whole album called 'Lemonade' is to relate to her fan's situations and problems with their loved ones in life, she done this because she knew she was going to receive a lot of sales from it because the lyrics relate resembles a lot of people's situations. The video sales the song very well because of the fact that it is abstract and it's presenting image as she doesn't care anymore and she can do well without her husband. Near the end it is abstract because of they way her choreography is, it is rhythmic editing because she is moving her body to each beat. Also it is abstract because of their costumes and face paint.  This music video also has conventions such as lip-syncing, choreography and being abstract. 

Promotional for the artist (Lady Gaga - Marry the night)
A music video wasn't only to sell the song but it is also to sell the artist. Promotion of the artist is key in a music video for the future success of both the artist and the video. That is why we see the artist in their music performing is a hypo reality form of way because the artist wants to promote their image in the way they want their fans to see them. For an example, Beyonce only shows you her luxury part of her life and the best parts of her life, you wouldn't see her bad days or her personal life or when she is depressed because of the fact she doesn't want to show the audience that. This is the reason why young urban youths are the target audience because they are more influenced easy and buy into things quickly. Nowadays the music video is more important than the actual track. The song is a soundtrack for the music video because the public love the music videos. Therefore there are more music videos in the modern era that are more abstract, unusual and creative because that is what their audience want. Example of this would be Lady Gaga - Marry the night. The narrative of this video is longer than the actual song. The only difference with this artist compared to the others is that at the beginning in the narrative she tell the story of her personal life, which other artist doesn't seem to do because it is private and they want build a fake image. The aim is to make a interesting creative most abstract music video in order to get the public talking about this new artist. Lady Gaga is very abstract within herself because of her costume, hairstyles and they way she comes across as a person.


Exposure and Expansion of the artist 

Exposure for any new or current artist is hugely important. Exposure for any  artist is hugely important when it comes to music videos because it shows the audience the image of the artist and creates a false image for artist. image is important because the audience who understand what the artist is like. Exposure for any new or current artist is hugely important. Music Videos play a vital part in the exposure of an artist because it promote their image which is used to gain revenue and endorsement deals with products, this convey a message that shows what the artists is using because the fans will buy the products. However for unsigned artists like Scribz (ld 67), the numbers are more in the fan base and conveying a certain lifestyle which will grab the attention of the youth audience in London as it will show that an unsigned artist can gain popularity on social media due to the new digital era which is finding creative way to promote and establish yourself in the music industry and finding a market fit.

Task 1A - History of music videos - 1920's - 200's Timeline

Bessie Smith - St. Louis Blues (1929)

1. What was innovative/important?

This music video is important because this is one of the earliest music videos as music videos began around the 1930s. It was shown in theatre in 1932. This music video was from a American two-reel short film, St. Louis Blues, which starred Bessie Smith as it is based on her song.

2. How is it recognizable as a music video?

Even though it's a short film, you can see a live performance of a band which make the music video into a performance-based music video, likely in a restaurant or a bar as you can see waiters walking around and the bartender serving alcoholic beverages at the bar etc. You can see the artist lip-syncing to the lyrics, you could also see the audience lip-syncing as well. No dialogue. As this is one of the earliest music video, it is one of the first music video to do lip-syncing. They used camera shots such as, long shot and medium close up.

3.What technological or cultural change happened during this time? 

At the time, this music video only could be seen in theatre/cinema back in 1932. We are now able to access almost any music almost anywhere now (2016), that shows how much technology has changed. This music video is very different to modern day music videos because it is in black and white, you can tell it is old.

Batcap - Jetpack (1932)

1. What was innovation/ important about this music video?

Batcat was band that recorded instruments such electric guitars - jetpack 1932 was innovation because it was the first video ever made where television was invented in the 1925. Also the video was famous for their experiment with electromagnetism. Also the music video was animation and was first aircraft. This was recorded produced by gramophone. Jetpack composes, records, and performs the guitar dominated instrumental music known as surf or surf rock, that was a music industry phenomenon of the early 1960s. Although it had retained a following, especially in Southern California, surf experienced a world-wide revival in the 1990s. This means that they perform live as was also known surf rock. In that time surf rock was quite popular. In the music video you see you see footage from out of space but however the band which was shown few time throughout the music video.

2. How is this recognisable as a music video?

This is recognisable as a music video because it was relatable to a genre which is surf rock even though there was no lip syncing there was story behind it which is space and aircrafts. It shows footage of different shots relating to the music also the music video has effects and uses close ups. It shows that it is a music video has no dialog and shows animation and music stick over it. During the video at 2:15 it has some text which is advertising space making young ages see this and what to experience it.

3. What technological or cultural change happened during this time?  

There were various changes happen during this period of time for example in the 1932 they were more music video being made. Also lip syncing is being is being more occurred and live performance are being as a music video. However, music we develop over time as we go down the 1930-1960s music videos were in colour.

Marilyn Monroe - Diamonds are a girl's best friend (1953)


This video incorporates colour and settings. They use a piece from the film and turn it into a music video, this is done to highlight her performing the song. 20 years later we can see that this has inspired Madonna as she made her own music called Material Girl. This is very significant as it was inter-textual for future music videos. Also there are performers dancing, this also means it is a music video because it incorporates choreography. one thing I find really interesting is that, they took out it out from a film and made it seem like it was a brand new music video, it was almost as if they were experimenting. They also used different types of shots, we can see that close up is used here multiple times to state the fact that the music video all evolves around Marilyn.


Nancy Sinatra - These boots are made for walking (1966)

It was one of the first music videos to actually feature colour. There are many ways this video is different, it uses sexualisation a lot more as it focuses on their legs and all the other women in the background. This also has a very good dance and rhythm to the video. This is one of the first music videos to actually spark an era of female sexualised themes.

It has a very interesting video as it is set in a studio with just a group of girls dancing but follows a genre specific theme it uses Mise En scene to its effect and it also uses a wide range of dance themes and expressions. This dance sequence is known as a Choreography which really translates to a dance sequence that draws in the viewer in fact Choreography is probably one of the most effective uses in music videos as it allows the artist to get publicly noticed due to the dance.

Mise En Scene is not recognized on the set but the costume design for the girls is much sexualized in other words Voyeurism. Voyeurism is how people are sexually themed and presented in front of the audience.

One huge costume design in this is the boots, the boots are the main theme of this music video this is what made it successful in the first place. They use this to give off a not only sexy but a cool vibe which gives the audience something to enjoy as they view the music video.

1970s and 1980s

Technological and Cultural changes

One of the most well known Cultural and technological changes that happened during the 1970-1980s period of music videos was MTV. MTV (Music Television) launched in 1981. The launch of MTV spurred the evolution of music videos in the 80s. Artists started to include narratives/stories and eye-catching visual effects in their videos. The birth of MTV also allowed Artists and musicians to create their own "Star image", A fake persona that the audience could relate to or aspire to be. MTV became a platform that paved the way for more unconventional music videos.

1970s

Videos are started to be considered too salacious. this is because music video makes were under the impression that sex sells, this was favourable as these videos were not expensive to producer but could generate a lot of attention. This was the case for Prince - I Wanna Be Your Lover. This music video still follows conventions, with used of of lips synching , the artist performing the song with their band.

David Bowie-Life On Mars(1971)

This video is effective due to the fact that it is a basic lip sync but the shots and effective props can create conventions for example, his appearance is associated with his stage persona called "Ziggy Stardust" which was Bowie's way of showing Iconography towards his fans so they could act like him and dress like him. 

The Buggles: Video killed the radio star (1981)

This music video was the first ever music video to be played on MTV. The name of the song is self explanatory in the sense that music videos actually ruined the radio star, Artists werent being credited for the way their music sounded but for the way there music video looked. for example Radio was dying out and the only way to gain popularity was to create a music video and become a Movie star for your music.

Michael Jackson: Thriller (1983)

in 1983, Michael Jackson, Epic Records and Vestron Video, released the music video for thriller. The video itself, had a running time of 13 mins and was loosely based on the horror film   "An American Werewolf in London". Micheal Jackson's Thriller video was unprecedented. This was because it was the first ever music video (By a mainstream artist) to create and use the concept of a short film. The video uses conventions of a normal music video. For example there is lip syncing and the artist is performing in the video. 



The Police: Every breath you take (1983)


This music video is one of the many recognisable music videos in the 1980s.
The video was released in 1983, It has a total of 299 million views. As the lyrics sound romantic, the song is somewhat disturbing. “Every breath you take I’ll be watching you”. This song is about a hooking stalker. It is always interpreted because of the way it sounds but people do not choose to listen to the lyrics properly. The main artist in the band, Sting wrote this song after divorcing his wife. He personally things the song is “a nasty little song”, “evil” and “about jealousy and surveillance and ownership”. P Diddy sampled this song and named it as I’ll Be Missing You. He wrote this song for the late The Notorious B.I.G Wallace, who was murdered in 1997. In the music video for The Police, it is hyper-reality because the music lives within the ash tray. There are effects such as fade ins, and outs and it is in black and white. There is also lip-syncing, for the majority of the video because it is a live performance where you see the band playing instruments and one of the members, Sting singing the song. 



Beastie Boys - Sabotage 

1. What was innovative/ Important

this was a ground breaking music video which was released in the year 1994, they were faking the opening sequence of a TV show which was popular at the time called sabotage which is actually related to the title of the song, Also we do not see the artist throughout the whole video either lip syncing or performing to the song. What was innovative about this music video was that it was the first of its kind to have this sort of inter textuallity where the music video is actually paying homage to the actually TV show.

2. How was it recognized as a music video.

It can be seen as a music video because it conveys the conventions of a music video such as using inter textuallity as it makes reference to a TV show and also there is a a bit of hyper reality going on as usually a cops day life wont really be like what was in the music video and to some extent the music video cut to the beat of the song.

3. What Technological/ cultural Change happened in this time.

Music videos at this time started to use more artist form of making their videos bending more towards the use of abstract art in their videos while others used things such as Tv shiows and movies that were already famous in other to appeal not only to their target audience but also to the movies target audience.

Lucas - Lucas with the lid off

This music video was released in 1994 close to the mid 90's. What was innovative about the music video is that it is the first music video that was shot in one take you could tell that it was shot in one take because he ran out of breath in some scenes.

This is recognizable as a music video because it has hyper reality to create a fake representation to give the audience the impression that he can travel through time. Intertextuality was included in the music video since you can see the lip-syncing artist through the television.

The technological change in the 1990's is when music videos were becoming more and more expensive and this is when rock, and the use of abstract art and intertextuality in order to cater to the audience. Multi-channels

Whitney Huston - I will always love you

This involves intertextuality and performance, these are the two conventions that are used in music videos. This is a music video that is iconic as this became one of the biggest single in the history, spending 14 weeks at the top of the Billboard charts. There is a base track involved. This is innovative due to the fact that it was around this time that music videos had started to do crossovers with films. This can also be seen as synergy due to the fact that there is a music video about the film.

Brandy & Monica - The boy is mine (1998)

The boy is mind is a composition between Brandy and Monica that was release in 1998. I't an innovative by its unique use of mise en scene. It features two different girls fighting over a guy and uses a wall in the middle of the scene to divide them. This symbolises their two houses and helps the person watching to see the two different lives of these girls that share the same man. It also helps to create realism by showing things in real time. This, therefore, make the video more reliable to us at home. This is furthered by the fact that the girls are having a conversation with each other and at one point it even shows them having a telephone conversation that coheres with the lyrics.

It is considered a typical music video because although it features a story, this story only progresses slightly and is more leaned towards the performance of the girls who are singing in their houses. They also use other conventions of music videos. For example, the two singers are lip syncing which is commonly used. However, to make a change the lyrics at some point turn into diegetic when they begin to talk on the phone.

Despite the video being quite contemporary, music videos have still changed hugely since then. In terms of the camera work, this consists mostly one shots which, although cut to the beat, goes at a slower pace to what would have been these days. Another thing changed is the mise en scene and the clothing. The props in the scene have clearly been updated as technology had updated with time. In terms of the clothing. The girls are wearing a lot less revealing clothes in comparison to music videos now days which aim to sexualise  the characters in order to sell the music. 

They have made a lot of progress from earlier on. There are some transitions such as wipes and fades which help create excitement in the video. Also, about half way through the video, there features a lot of canted angles which haven't been done a lot. Another thing they have played around with in the beginning of the video is depth of field. One of the girls are positioned in front of the couch but behind the fish bowl and we can see clearly the change from the three different places in the room. This makes it more realistic for the views.

Beyonce: 

Brief background: 

Beyonce Knowles was born on September 4th in 1981 in Houston. Beyonce also known as 'Queen B' is a singer, actress, writer and performer. Beyonce started singing when she was very young. Beyonce started her career in 1997 and that is when she formed a group called 'Destiny Child' with Kelly Rowland, Nina Taylor, Nikki Taylor and Latavia Roberson. Before Beyonce's father, 'Mathew Knowles', created this group Beyonce would compete in different events and win them because of her talented abilities of dancing and singing.

Her image:
'No, no, no' - 1998
In this music video, which was Destiny Child's first single, has a narrative at the beginning of the song introducing Destiny Child to the stage to sing 'No, no, no'. This music video also has choreography, and also they're close up on the girls then there will be a close up of the men around watching them, this is called sexualising women and this has been going from the early times when music videos started. The setting in is in a club with people dancing around them and people watching them. The body language reflects the lyrics to the song. The meaning of the song is that they know the guys want them but they will be saying no but they are really saying yes, and the reason why the body language resembles this is because the men are constantly staring at the women and in different shots the men are really close to the women. This reflected on their image because the looked innocent and sexy and to prove that a lot of men want them.
This type of style of music would relate to a young adults 18+ and an audience thhat likes to listen to slow R&B.

In 2006 the group Destiny Child broke up and Beyonce became a solo artist. However made her first track as a solo artist before the group split up. The track was called 'Dangerously in love' and this was made in 2006. Her other two major solo hits were 'Crazy in love' and 'Baby boy' and with these songs Beyonce won 5 Grammy awards. Beyonce did become depressed after the group broke up because of how they broke up and this lasted for 2 years. Throughout Beyonce's life she has been doing interesting things, such as she performed for the Obama's family on 6th February in 2009. She met her husband, Jay Z who she is now happily married too with a daughter named Blue Ivy. She released a document called 'Life is but a dream', in this documentary it reveals her personal life and what she went through giving birth.

In the music video 'Crazy in love' portrays Beyonce from being to a good, kinky girl to a bad fierce girl. In the middle of the music video she is trapped in a car that she sets on fire and walks into the scene a different person because of the fact she was wearing more innocent clothing and colours such as white which represents innocence therefore she was an innocent girl, but after she sets the car on fire she comes out a more bad fierce women and now she calls herself 'Sasha Fierce'. She transformed from young teenager to a grown woman. This music video also sexualises women because of how they are dressed and portrayed and this will attract male audiences. This music video has the conventions of lip-syncing, choreography and montage.



People started to say that Beyonce, Sasha Fierce is a demon possession. Beyonce quoted saying 'When i see video of myself on stage or TV i'm like "who is that girl". That's not me, i wouldn't dare to do that' here she is saying that she is not Sasha fierce of stage but when on stage she is. She also said 'I created my stage persona to protect myself, so that when i go home, i don't have to think about what it is i do. Sasha isn't me' here she is saying that Sasha Fierce is her shield and protects her from what she does. The song 'Diva' which was made in 2008 portrays Sasha Fierce. It has narrative at the beginning of her smoking and walking then the track starts with her lip-syncing and there is also choreography. The song is show that she is a Diva and shes explaining how far she has gone get where she is now.


Beyonce's recent album called 'Lemonade' 2016, this album portrays on how her husband Jay Z cheated on her. This album sold so quickly because it related to so many women around the world. It had over 500,000 sales. This re[resents the affair because in the track 'sorry' she says 'looking at my watch he should have been home, today i regret that night i put that ring on, he always got the fucking excuses', This relates to her other album named 'Beyonce' when rumors went around that Jay Z cheated on Beyonce and this was when Beyonce's sister 'Solange Knowles' attacked Jay Z in the elevator and 2 years later she makes another album representing the same thing. In this music video there is a narrative at the beginning as like she is talking to Jay Z because she say 'So now what you going today now that you've killed me' this is a metaphor for trying to say he's hurt her so badly it's like he has killed her. This video is different because it has been made in an modern era but the whole music video is black and white like old music videos e.g.Nat King Cole - Firm fram sauce.


In conclusion it is very clear that Beyonce has gone through drastic image change from being a good innocent kinky girl, to being Sasha Fierce woman. The reason why she has done this is to keep up with her audience's and her fans because of the fact the modern era focuses more on visual image rather than the soundtrack. When she went through her image stage in 2008 people started to see her has more sexy, more fierce and more like a diva. This is an example of women being sexualised and portrayed in a provocative way for the men's appeal therefore this relates to the modern trait. Furthermore Beyonce's image changes reflected on what was actually going on in her personal life as well as to please the audience.

The lyrically the song reflect moods and emotion that surround anxiety and confusion.   

The songs starts with a fade to create suspension as it is like a horror story which creates tension and could create isolation as the location looks abandoned and she is mental hospital because every scene is different in her actions and costume to show that she has split personality disorder.

This can challenge how society see women because she is experimenting with her personality which could she is not her at the times but someone else to show insecurity and issues to make relationships which could it make it hard to trust anyone.

 In one of the scenes she is seen imprisoned wearing lenses that make look as if her eyes have rolled into the back of her head. Rihanna stays in the prison with two men watching on her from the both sides. Other scenes include sitting on a throne chair and singing the song, while two strange women are around her.

This could suggest that her safe is at risk and she may self risk if she is not watched at all times.

The beat is uptempo because it suggests that the song is happening so quickly because every seconds she is a different personality; the time signature 4/4 represents it is fast paced which no breaks and every verse is different to show how she lives in the prison.

the genre is electro-pop and dance pop which represents the style of the song but it doesn't suit the video.

Lady Gaga- Marry the night

There is an 8 minute narrative scene which is hyper reality and the story begins as a brunette Gaga is taken through a clinic on a stretcher, while an inner monologue about her past memories is heard.

During to the post 2003 era, music video are more important than the song because it

 is the music video convey the singer's public image ,but also the video is an narrative which  can be used to suggest that Lady Gaga is an music video actor who makes video to sell her image.

Lip sync and choreography is used to suggest to express her emotion and show how hard her life was.

In the modern era;2000's music videos are extremely different to music videos in 1945.Lady gaga made a song called 'Marry the night in 2011 and the reason why it is different to other videos is because the narrative is longer than the actual song. The narrative is 8 minutes long talking about her life and the song is 5 minutes 50 seconds. This is very different because a lot of artist tent to not talk about their personal life, they tend to present a fake image to their audience and to give the audience what they want to see. This proves that time has changed because the artist focuses more on their music video. The music video has become more important than the actual song and the song has become the soundtrack of the music video. This video has conventions such as lip-syncing, choreography, abstract and it has hyporeality. The reason why it is hypo reality is because hospitals are not like that in reality. The reason why this music video is abstract and unusual is because it has a lot of unusual scenes that doesn't relate with the song and also at the end she is in red not showing her face, surrounded by fire. This music video is a performance, the artist doesn't want to just present herself as a pop star, she wants to show that she is artistic and an actor.

A music video is a visual representation of the artist in order to promote the track and the artist but it is used to create a fake image of the artist mainly sometimes as performance of narrative.. In music videos they have conventions so people know that it is a music video such as: narrative, choreography, hypo reality, lip-syncing and montage. However some videos in recent era’s challenges conventions, such as a song made by Sia called ‘Elastic Heart’ that was made in 2015 doesn’t have narrative because the music video is a man and a child dancing in a cage using a dance choreography. In this music video there is rhythmic editing because they’re dancing to the beat of the music and they’re dance was telling a story through body language. The reason why this video uses hypo reality is because the girl not actually is there; it could be in the man’s imagination.

psy-gangman style

 it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of K-Pop more than did because they were little known about it until this video blew up onto the internet.

the genre conventions of the song are k-pop such as lip sync and choreography with the use of bright neon colours, this is used for visual representation and no narrative structure to promote himself and re inventing his image with the use of the young women who are used for sex appeal.

the song is cut to the beat and fast paced editing has been used to make it look hyper reality and vagerism which is gender pleasure.

What was important/innovative?

The thing that was innovative within this modern music video of Gangnam Style by Korean-Pop artist PSY is that he was promoting himself instead of the visuals representation of the video because when this video came out in 2012, it was going viral through social media and it had spread worldwide mainly due to the dancing that the artist was doing so people would copy the same dance when the song did come on but not only that, it allowed people to get to know the genre of Korean-Pop more than did because they were little known about it until this video blew up onto the internet.

How it is recognized as a music video?

This is very recognizable music video because it fits with the genre conventions of the song which is Korean-Pop which there was lip-syncing within this music video but the visual representation is not telling no narrative or story being told at all as he is promoting himself and dancing which it is showing that he is having fun rather than being creative.There is a use of editing and effects where for example: when it was about to go the hook of the song, its use of editing was used which was cutting of the beat around 1.06 to 1.10 and 2.25 to 2.30 minutes within the video.

What technological or cultural change happened during this time?

In the post-2003 era within the history of music videos, the artists would be able to make music videos and able to put on video-sharing website like for example: YouTube. Although the reason why is that the artist does this because it is one of the ways to make more money by promoting the single of the song so they can carry on making money through going on tour or sell merchandise but today, the money that is being devalued by people as they are interested in the visual representation of the video rather than the actual song that was used as a backing track . Dej

'If its lovin that you want'- 2005

Rhianna is portrayed as someone who had a soft and innocent image. In the music video her image at the time is portrayed as herself doing a live performance in a tropical type setting e.g. the beach. This shows that she comes from the Caribbean or a tropical country.

Also,there is no much sex appeal in this video because she is promoting her true self and having to put an act to become someone that is not.However, over time she does re invent herself and loses some of the tradition reggae style and she started to sig with the genre of RnB and hip hop.

This type of styling would appeal to an audience that enjoy listening to up beat tempo songs and instruments that would be played in reggae songs and R&B. This was a type of performance video that shows Rhianna being very expressive.

2006: In 2006, it was said that Rhianna was starting to experiment and play with her image. She was portrayed as a sex symbol and changed up her image e.g. cutting her hair short to a signature pixie cut from the long bouncy hair she had before. This also influenced a change in her music as she started to move away from the reggae and dance hall and move into pop music. This was also the reason to the tittle of her album in 2007 'Good girl gone bad'.

This could also be the reason why Rhianna was making music videos e.g. creating a fake image to appeal to the audience and keep them engaged as times were changing as women are starting to be seen as to being provocative and seen as a sex symbol e.g. voyeurism.

In this music video, we notice that Rhianna has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol. Her image in this music video shows her to be wearing a lot of dark clothes e.g. black leather. The color black can have connotations to being bad and non pure or a sense of evil. To add to this, the leather clothing that she is wearing in one part of the video can be seen as seductive and appealing to the opposite sex. This also relates to the style of her and the music video as it is very conceptual because there is many artistic conventions included e.g. when she is in silver pain or the lighting effect used which is supposed to symbolize rain.

In other words, the intended audience for this music video is aimed at males. The reason i think this is, is because her image has changed since then as she is becoming more provocative.  This adds a sense of voyeurism and why it appeals to that intended audience.

2010: What's my name- Rhianna ft Drake

 After the abusive break up with Chris Brown and the Rated R album which changed her style of music, Rhianna came back in 2010 with her breakout album Loud. It was apparent from the name of the album and the image change to red hair that Rhianna was back in full force and was ready to promote her music with the use of pop songs such as 'Whats my name', 'Only girl' etc. In this music video Rhianna has clearly had a dramatic image change from how she last looked. This can also be known because she claimed that the new 'fiery' red hair set a vibrating shade which gave her a crazy image. To add to this her look was also because she wanted something loud and expressive. This represents the meaning and message shown across this music video because she is shown to be expressive within the video and with other men e.g. suggesting she has moved on as Drake is featured in the song as well.

2011- Unapologetic album:

In 2011 Rhianna had again changed her image and made a new album called 'Unapologetic'. The album is clearly about the title and how she is unapologetic. However she had a variety of image changes in many songs of her music video e.g. Diamonds, which is a ballad which shows her depth and growth. It also resonates honesty. However other songs were the opposite e,g. 'Pour it Up' which have a more upbeat and electro-pop style to it.

Diamonds:

In this music video her image is more innocent and more intense to how she used to look. The reason behind this could be because she is trying to be more truthful. Most of the images used in the music video resonate hyper reality which are things that are not real but to recreate an image to make it seem more appealing to the audience. Furthermore, in this music video she is not seen as a sex symbol or trying to attract any attention. This relates back to her image and how she looks in the music video as she seems lifeless.

In conclusion, it clear to see that Rhianna has gone through many image changes some being drastic in order to keep up and appeal the eye of the audience since in the modern era music focuses more on visuals as well as the music which is why she may have went through her change in 2007 and being seen as more sexual. This could be an example of a post modern trait because most music video conventions include women being sexualised and portrayed in a provocative and seductive way. Furthermore, most of Rhianna's image changes related back to her actual music and the changes she was going through at stages in her life. In other word, we can say that Rhianna is expressive in the way she changes her image and have meaning to most of them.