This week we started filming, we arranged an actor form year 12 in our school, and she fits the the character in the Song as well. Then we arranged to film in the half term as thats when the whole group would be free, we traveled to hyde park to film the flashbacks, we had to wait for the sun to set to get good background shots, and also to set a good 'romantic' mood as the flashbacks scenes are meant to show the good times the couple had together, we filmed in the park doing various things, walking together, talking, standing and watching the sunset etc. when we came back to school after the half-term had finished we uploaded all the footage to the computer and then we added the scenes that we thought were the best, as we had a few bad shots and angles, and a few shots that were irrelevant or not usable to us. So we have to film more flashbacks, and also we decided to have different locations, in order not to be generic and just film in a park. There are gaps in the time line of our editing, we will film the lip-syncing scenes next week and then fill in the time line and edit so that the music video is in a non-linear way.
In this week we completed all the pre production paperwork that we needed to do, the shooting script took the most time and we watched a few different music videos in order to get a few inspirations for the camera angle and movements that we would use and also to get a few ideas. The pre production work was quite time consuming, however we got it all done and now we can start to plan our music video in depth and think about all the angles and locations we will use, we also need to find an appropriate person for the main singer role, and she needs to be good at lip syncing for the song we chose, the song is quite slow so we shouldn't need to do a rehearsal or practice for lip syncing although we might do to find the best candidate for it. We should film according to the production schedule that we have made and also talk about the days we will film in the group chat that we created to keep in communication with each other, to set up additional filming days if needed. This week we also did a focus group for our idea and the music it's self then after we got the feedback we recorded our self doing a evaluation of what they said as well. it was also time consuming to do the focus group to find people in our age group that were willing to participate and also give good feedback.
This week we as a group started the pre-production work, such as the shooting script, as for a music video we thought as a group that it was the hardest task to do, as there is a lot of shots to do, so we thought we should get the most time consuming, as there is going to be a lot of different shots as it is a music video and it is a narrative and performative idea, so it will include a lot of different shots to engage the audience watching it. As a group we worked on that this week, once we do the shooting script the remaining pre-production should be relatively easier and less time consuming. After we have done the pre production work and the work for unit 3 we can start to film our music video, but we still will meet up and add/take away from the idea that we have, we also created a group chat on our phones so that we can be in communications with each other.
This week we decided as a group to do my idea, then we created questionaries and gave them out to people in our age range for them to complete so that we will have dine market research and see what our audience thinks about our future music video. Once we collected all the data we also had to do a focus group to find out specifically qualitative data for our music video, however the results we received were very mixed and usually negative, most people in our range range did not like the song its self, our idea was good but the song was not overall liked, and so we decided to change the song, so we had to scrap our original idea and go with a different song and idea from within our group of 4 people. This meant that we had to create a new idea for the song that we picked and develop as thoroughly as we could, and then go ahead and do all the market research again, which did take some time.
In this week i prepared a powerpoint for my music video pitch that i would do to my class, It consisted of 13 slides, and the most difficult part was thinking of a creative enough idea to portray the lyrics, also the beach combing section, i had to look at existing songs of that genre, after looking through the music videos and taking in my inspiration form the music video's i looked at, after i done my pitch, i received feedback from my class, and they gave me feedback that i can incorporate into my music video to make it better, as they are in the age range of my target audience so it would be a good idea to listen to what they have to say. My music video pitch was done near the end of the lesson, so we didn't have enough time for them to give me the feedback straight after it, so i they had to give me the feedback the day after hence, me wearing different clothes. The feedback however was mostly on my presentation of the actual pitch and not the music video idea its self, as it was a simplistic idea, to have the artist walking around in the urban areas.
This week i selected my unsigned artist, i researched in the website unsingned.com and found a artist group that i liked, then i listen to the samples of their music videos about 5 of them and selected a song that i liked and would be easy for me to incorporate into a music video. Then i done a bit more further research to see if they are fully unsigned and couldn't find anything on them on the web, so i emailed them, to ask for permission i have not received a reply. However before that i also found other unsigned artists before i selected them, i emailed 2 more before them, i emailed them as well and one replied back to me, however i chose not to do that song, as i thought it would be a much harder task to represent the lyrics in a correct way. After i chose the artists, i went to find lyrics for it to research it in depth and understand what the song was about, however i could not find any, so i had to transcribe my own lyrics and it proved to be a quite time consuming task due to it being a rap genre song so it was quite fast, and had to stop it quite often and bring it back, and pause and play repeatedly, however i got all the lyrics down, and i analysed them in depth and got the message and theme of the song.
This is when artists are changed and funnelled into a personality/ character that they are usually not, this is usually done thorough a record label that wants to make as much money as possible so will alter the artist to appeal to a wider target audience as possible in order to make money, This then builds up the artist be to in a certain manner, This then makes the artist 'feel' uncomfortable in most situations as they are not represented as they would like to be. they cannot be their selves and often leads them to either leaving the record label, or having to suffer by listening to what the record label says all the time. Stars are constructed / made they are artificial images of what the record label wants them to be even if they are represented as being 'real people'. It helps if their image contains a unique selling point, this will then mean the record label will use this USP to make even more money to show to the audience and promote that in all ways possible.
An example is
Stars as personalities:
This is when the artist relates to their target audience through their lyrics and relates to them through their actions and speech. The personality and character of the artist allows them to appeal to a specific target audience and relate to them on a personal level, through their culture and their beliefs that they may share with the fans, this allows them to be who they are and express their emotions and feelings more freely without being constricted by a record label, or in anyway that would constrict them, they are free to do what they want.
An example of this is Skepta, he is free to do what he wants as he has his own record label, and so can act the way he wants, he chooses when he wants to go on tour and does not conform to what people will want, He makes music that talks about the gang culture in London, he appeals to young males of London, and he talks about his past experiences, about how he was tied into the gang culture of London as well, however he talks about the negatives of it and does not try to promote it as a good thing, he often talks about how it is a bad road to go through and how it will end up with you being hurt. Through his actions and lyrics he makes him self likeable, as he does not care about what people think, he does what he wants and make songs about what he has strong beliefs about and draws on past experiences to back up his points. Boy better know the roads ain't nice So many gunshots, too many knives
These lyrics are from his song Shape Shifting. This shows that he does not endorse or promote the gang life, however talks about how he was dragged into it, and tries to express his emotions about this topic through his music.
Stars as products:
This is when the record label, uses the artists to be able to sell more merchandise, the artists are used as a 'product' to fill a gap in the market, so that the audience that can enjoy the artist for a while as there is a need for them in the music industry. If the artists are successful then the record label will promote them in all ways possible and make merchandise with the artists label or faces on them to make money by selling them. This may make the artist more famous and popular due to them being seen everywhere and creates more fandom for them. However the sole purpose of the record label is to make more money, and if the artist lose popularity or cause a scandal that makes them lose fans, they will cut the contract with the artist, as they would not want to be associated with a dieng artists or one that has shocked many people.
An example of This is the music group, One direction. They appeal to a target audience of primarily females, aged 7-16. They have a lot of merchandise for the fans to buy and endorse and support them.
The merchandise allows them to show that they are a fan, and so therefore allows them to be more involved in the artist life and music.
Stars as embodiment's of cultures:
This is when the artist also endorses or promotes a certain culture or ideology that the fans agree with and support them in to it. The star shows their part of their culture and will usually be in their music video's that show that they are a part of it, the culture that they promote will also reflect on the fans.
Stars represent shared cultural points and ideas, and they use their fame to promote their opinion or ideology that they follow, the interest that they show in the culture enhances their popularity and they show their opinions outside their music particularly through social media and create a 'self image' for them selves. They start a trend or ideology that their fans will follow and attract more people who have same ideas or opinions, and they often comment on current trending topics in the world to be able to fit into that culture as well, and portray their opinion on that particular culture/ idea.
This is an example of good lip syncing, at the time zones's of 0:45 and 1:01, Flo-rida puts an ipad in front of his face, and in the 'video' that he has pre recorded they show up and are in sync with the lyrics that he is currently saying, the lip syncing is perfectly on time and it shows that the artist has practiced and knew his lines before and so could record the videos with the lyrics in sync and with the beat of the song, and then proceeded to record the video with him swiping right on the ipad to be showing him lip syncing with the song. The lip syncing allows for the audience to be orientated also to be in rhythm of everything, so it makes the audience more engaged as they know that they are line with the artist and this boosts their self-esteem and confidence to be able to keep and up and acknowledge where the artist is and what verse/lyrics he is saying.
This is an example of bad lip syncing as the artist mouth movements are slightly off form the lyrics that he sang before hand, this causes the music video to be slightly disorientated as it is not in sync, this then causes the music video top seem unprofessional and decreases the quality of it, the music video seems to be taken in like a small room so they are not at a studio and they just played their music over the background and then lip sync to it, this causes the audience to slightly notice that it is off and causes them to be confused as the artist may be off int heir facial gestures and their mouth movements particularly at the times when there is a lot of noise coming from the artist but the lip syncing has the artist only open his mouth very small, and it is not possible to make so much noise with the mouth not opened to a bigger size this is seen at the time zone of 1:42. Also another bad part of lip syncing is at the time of 0:43 - 0:45 where the artist does finish the verse/line but the artist still keeps moving his mouth which is an example of bad lip syncing.
Cutting to the beat
This is an example of good cutting to the beat, as there are multiple artists the music video constantly cuts between the artists as they say their verse it cuts to the beat as they have recorded. Cutting to the beat allows for syncing between the lyrics and the beat in the background which allows for the audience to be in sync with the music video as it makes the music video look better. The multiple artists meant that they all have different verses to say so it cut's between them to show what they have to say, also cutting to the beat makes the music video more exciting and engages the audience as they are not bored by long shot, constant quick cuts keeps the audience interested and keeps them watching the video.
A good example of cutting to the beat is at the time zone of 1:13, although the cutting to the beat is very good throughout the whole video, in this particular time zone it is spot on and it allows for orientation and professionalism for the video, also makes the audience interested. The fast paced editing and the quick cuts make the video more enjoyable to watch as if it was just one long take of all the artists saying their verse it would be very boring and most people would probably not watch the video.
This is a bad example of cutting to the beat, due to the time era where the music video was made, they didn't have the necessary technology to make the cutting to the beat perfect, and most of the times it either cuts to early or late from the beat and the lyrics that they are saying, this then causes the audience to be confused as to why the the music video is not in sync with the beat, although there are a lot of cuts in the music video they are not in sync and causes confusion to the audience, and makes the music video seems amateur.
A time zone 2:13 - 2:19 where it doesn't cut to the beat, and the shot just lingers on for about 5 seconds that does not have any relation to the lyrics. and also after quick cuts, a very long duration of one shot bores the audience as it makes them ask the question as to why they chose not to cut that shot, and make it just a long shot of him picking up the phone, the shot also has no relation to the lyrics and so makes the part of the video quite confusing and hard to understand as to why they did it like that.
Number of cuts
This is when the music video has a high number of cuts, to keep the audience engaged. Due to modern technology and editing made very easy, the number of cuts has greatly increases in music videos, the high number of cuts allow for the music video to be more diverse and show different locations, characters, costumes, props etc. to keep the audience engaged at all times, as they are experiencing and see different things on screen all the time. The song above is quite slow paced, but still has more cuts than the song below due to it being int he modern era, and humans have evolved to see and analyse things quicker and are bored by slow, long things that pre-long for a long time unless they hold very important significance, which in music video's they usually don't have something like that. In the above music video i counted 215 cuts.
This music video is all one shot, so there are no cuts, i believe that this is also in the modern era as it was released in late 2011, but due to the genre and nature of the song, and the rhythm and beat being very slow, the artist has gone with a one-take and one-shot that has no cuts in it at all. I believe that this suits this genre of music more, as it is a more emotional, and deeper meaning song. The one shot does however get boring, as we are just watching the artist walk along a beach, which bores the audience, and the song is mostly popular due to the lyrics and the artist rather than the music video. The one-shot would also have to have a lot of rehearsals and practice due to the artist having to get it to be correct, with the lyrics and no room for mistake sat all, as they cannot edit or cut out the mistakes that they do.
Special effects:
This is an example of good special effects, as the artist seems to walk around the 'room' with ease and not much effort, when in actual fact the walls of the room are moving and not the floor, and also the use of 'telekinesis' moving the objects without touching them,(0:23) with your 'mind power'. The special effects add a sort of surrealism to the video and may confuse the audience but it certainly does grab the audiences eye, and make them want to watch more of the video as it is not normal, and it personally intrigued me to see how they was able to do this back in 2009. The special effects allow for more freedom for the artist to be able to do as extreme things as they would want. This is seen in the time zone of 1:43 - 1:50 where he seemingly makes the sofa disappear, but then two shots later the sofa is relocated, this adds confusion but, also suits the genre and especially the music video's title: Virtual Insanity.
This is in my opinion of bad special effects, and one of the factors is that the video was released in 1984, so the special effects technology was not as advanced and sophisticated as the modern day, or the video above. The second reason being that the video also comes across as quite 'creepy' and 'disturbing' and it is made by a Jazz artist, so the seemingly 'possessed' mannequins, doing weird actions, and the whole house being controlled by an outside source really made me question the video and did not make me want to watch the rest, the special effects look very old and dated. The video is also in the surreal category but does not include anything interesting or fun, rather just 'scary' and 'strange'
Camera Langauge:
This is a good example of camera language, as there a lot of cuts, and the it cuts to the beat, and it shows different locations, and costumes and props. The camera language shows the artist in different locations.
The video engages the audience by constantly cutting so they have different places to look and makes it more enjoyable as it not the same things that the audience have to look at, the constant cutting ot the beat allows for synchronisation and makes the audience feel a part of the song. The video engages the audience by the effects and the audience will often find being in time with the video and knowing when the cut is coming, this allows for the audience to be in sync and also make them more excited and into the video as they know what is going on, and so the knowledge and experience they gain from it makes it more fun and enjoyable for the viewers. I personally enjoy the genre of music: Grime. The lyrics and the chorus is quite catchy and i often find my self finishing the sentences. The different locations means that it is not the same background all the time, and it shows the effort that the artist went through to visit all the different locations and lip sync to the part of the song that they needed to place in that specific cut that they did, the timing of the cuts and the lip sync is also done very good and makes the music video a bit more enjoyable, the little things can make a big difference to the audience.
This is a bad example of camera language, it is only one shot, and it just is the same thing, just a figure standing towards a blue background. this is not very appealing and it quite boring to watch, the music video has nothing else, and you cannot even see who the figure is, this is just very boring and dull to look, at just a blacked out figure, the video has no cuts or things to make to exciting in anyway.
I was quite bored while watching it, and by scrolling through the time zones through youtube i saw it was all the same shot, i think personally the music video does not amount ot any of the popularity of the video, more so the lyrics and the artist. We would assume that the figure would be the artist, but why he is not shown defeats the purpose of promoting yourself and showing the artist to the audience and viewers, the music video makes it really boring, and dreads on, if there was more cuts and locations to be shown then it would of made it more enjoyable to watch, the blue background also darkens the video and make it seem quite monotone, if it was bright colours or things going on in the background would have made it better, and allow for the audience to watch something other than just a blacked out figure.
Green-screen:
This is an example of a good green screen, firstly because it is from a very popular and rich artist Eminem and secondly because it was released in the very present in 2013,so the green-screen capabilities where very advanced and beyond those in the past. The green-screen shows Eminem going through his 'career' through a lift and at every floor seeing a step of his career, most noticeably at the time zone of 2:30. It shows a part of the Movie '8-mile' where as this song was not obviously released then, as the movie 8 mile was released in 2002, the green screen still shows Eminem saying the lyrics to this song while he is in the same location, this allows for the audience to have self esteem and confidence by recognizing that particular location and the song that he would of been rapping, but in this instance it is a different song, so they would make the link between the two, and be happy about knowing that knowledge, the green screen is done to a point where it looks very realistic, and you can probably only recognize that it's a green-screen if you've watched the movie and know the difference between the two songs.
This is a very bad example of green-screen, as it shows the artist to just be flying in the sky with their equipment, and the floor keeps changing positions and so do the artists to compensate for it. The song was releases in 1995, but the green-screen in ridiculous and poses no realism at all, the music video is not even surreal to permit such un-ordinary things going on, it simply is a very bad green-screen. It will make modern audiences and maybe even older audiences to see and instantly be bored or not interested in it, due to the fact that we can clearly see it's a green screen that has been done very badly.
Music videos allow for the artist to be able to shown in the music video in the way they would like, and with the approval of the record label. This could be to express their 'real' personality and show themselves to everyone as they would like to be known. To be able to be who you are in music videos would greatly improve the quality of them as you are more comfortable and need not to change, also if the artist is represented in a good way this would raise awareness ad publicity for the Artist meaning that it boost sales and revenue for the record label. The artist would put forward the idea of how they want the music video to go and how they would like to be shown and represented the record label would then either approve of and or make changes to make it suitable for commercial purposes.
Record labels simply want to make as much money as possible, so they would make a music video that would appeal to a larger range of audiences, after all they are not non-profit firms. The representation of the artist would entirely depend on the mise-en-scene, and the lyrics that the artist says, if they want to be portrayed in a certain way they would dress according to that. Artists without a record label, that are not signed will make a music video that will increase to their popularity and platforms such as youtube can work as if the video is spread through social media then it will increase popularity and may ultimately lead them to be signed or have sponsorships.
In the example below, the Artist 'Stormzy' is not signed and to be able to be popular and reach a certain recognition has made a basic video, with a group of his friends and with a instrumental in the background most probably from a phone etc. And edited very basic with a computer and uploaded onto youtube has grown to be very popular song in the UK grime scene and 'Stormzy' is remembered by this.
Synergy:
This is when two companies come together to be able to promote each other, this is so that fans of one thing can also be influenced and aware of the other. So for instance Artists making songs specifically for Film franchises will mean that the fans of both will be able to recognise it and maybe do further research into it, to be interested in that artist, or franchise. Synergy ultimately leads to both of the firms making a profit by raising awareness for each other, promoting your franchise, artist through a maybe more popular and well known company will be better as you will have more fans and recognition around people. Synergy will also mean that the artist may be known for doing a certain song and be remembered by it, this will create a lasting impression on the viewers who enjoyed the film, and so therefore possibly lead them to researching and finding out about the other songs and albums the artist released before.
Synergy is all about promotion and advertising, fore both companies so that they can increase sales and boost profit and revenue. Also if the artist is not singed then companies may want to sponsor them so in return they promote their products / services, incorporating them into the music videos or albums that they make in the future. it's a win-situation for both sides, as if the other side doe snot get as much popularity as you, then it is not your fault, and if they do. The artist will be remembered as making a song for your film franchise etc.
An example of this is in the Film Rocky 3. The famous 'eye of the tiger song' was designed and made for the film, and now the song is one of the most popular songs of our time i would say, and is rememberable by everyone. This allowed for the artist to be recognised for doing the famous song for the film, and they both promoted each other.
Extension of Outlets:
This is to extend the playability of the song that the artist has made, and to reach it out to as many platforms as possible in order to receive as much awareness and popularity as possible, widening the area's that the song and artist can be found greatly increases the chance of the artist being recognised and also to reach out to all audiences, as different audiences may use different ways to access music and listen to them, so reaching out to all if not most platforms increases the chance of the artist getting noticed.
If the artist is already known and popular then also increasing the platforms that the music can be played, bought and listened to also will increase revenue, as forcing people to only use one app or website will mean people are funneledinto doing something where as if they have choice and variety of how they listen to the artist music, it will be more enjoyable for them, These platforms include: DVD, the internet ( personal websites) Youtube ( or other video sharing websites ) or applications through smart phones. Also the option to be able to buy the albums with a few taps and be able to listen to them on demand with your phone greatly increases accessibility and popularity for the artist.
This can also done through different record labels, there are 3 different types of record labels, Major record labels, independent record labels and unsigned record labels. These can increase the popularity and the longevity of the artist,
Major label companies such as Sony, EMI, Warner Music group, universal and Polygram. These label companies have large amounts of money and can fund the productions of all their artists music videos, these type of production companies can ensure that the music of the artist can reach the biggest audience through advertising and through their social media outlets as they would have recognition and people will want to know what each major label company is producing.
The disadvantage to major label companies, is that they can be very demanding of the artist, as they can be sent to world tours and then also be forced to make an album etc, very formal meetings and wanting to maximise profit and efficiency, the production company does not necessarily care for the artist, they only seek to increase their revenue, and so can force the artist to over work them selves to collect more revenue from sales etc.
Independent record labels such as Boy better know, as shown below are production companies are record labels set up by the artist themselves, and so have more freedom to do what they like and can use the production company to reach their music out to more people, this of course requires large funding, so only really rich or famous artist can really set up their own record label, as to fund all their operations.
The disadvantage to independent label companies is that they cannot exactly compete with the major label companies, as they are much more powerful and have much more funds, and thus the independent label company may be forgotten or not known about as much, and this works to the disadvantage of the artist, as the reason for signing for an independent record label is that they receive more recognition and can reach out to a wider audience, however if the record label cannot achieve this for the artist due to the bigger companies, this can become an issue.
Personal Website of UK Grime ( BBK)
Lastly unsigned artists, who are not belonging to any record label, can use the internet and other ways to make their music reach out to a wider audience, such as through the website unsigned.com, where unsigned artist can place their music and their biography as to reach out to potential record labels who may be interested in signing them, this can be effective in reaching out to potential viewers and record labels, as their talent and music can be listened to and then judged accordingly, there are a lot of different artist on the website and so deciphering through all of them to find a good one can be quite difficult. Youtube is also a place for unsigned artist to try and gain recognition, as it is free to upload your own music onto youtube, and since youtube is known for videos and music, it can be a good way of reaching out to potential viewers, and thus gain more recognition through views, the youtube algorithm works in such as way, that the more views, then the video will be more likely to be featured on the trending page and thus more potential views and more recognition for the artist, however this may be unlikely.
The disadvantage to unsigned artists are that they practically have no funding, and thus rely on social media accounts to try and show their music, by sending links to their music to their friends and relying on word of mouth to spread their music, they cannot use any funding for advertisement, in newspapers, posters, tv etc. They rely on free services to try and reach a wider audience, and be recognised by a record label, to get signed, and thus try to reach the widest possible audience they can, due to them having no funding, most of the artists, either will have to use their own money, and this will be limited, and/or will eventually run out. So the artist will either eventually give up, and or just use the free services available to them.
The internet, video sharing websites such as youtube.
Performance type of music video's allow for the audience to see their favorite artist live and see how they are represented, they get to see their artist in the flesh and see how they act, and represent themselves to the fans, they also see the other fans in the concert that's being done by the artist and so would create envy to those watching it at home and so would boost merchandise and ticket sales as the next concert that the artist does, will have more people buying tickets to come to the concert as they saw the atmosphere of the last concert and was heavily influenced by it, and would also lead to social interaction as if a person has went to a concert they would tell their friends which would then spread the word and so boosting popularity and fans for the artist.
Live performance video's allows the audience to see the character and build of their artist as they only see them in music videos, however when they are live they can see what they do and say after one of their songs is finished.
Narrative:
In a narrative music video, it tells a story to the audience with a chain of events that are occurring, with a beginning, middle and end. Somewhat like a short film, usually most of them have morals or messages that the artist is trying to get across to the audience. This allows the audience to visualise the lyrics and have something to look at while listening to the music, the story engages the audience as they watch it to see what happens at the end of the music video and what the outcome will be, this makes the audience more interested and also they could personally identify with the problem or dilemma that is happening in the story in the music video, also the story allows the artist to get their expressions and emotions across to the audience without having to actually having to show themselves to the audience, and so can use the story to indirectly influence their audience in a certain way.
The lyrics of this particular song by Avicii-Grinding is about Grinding, which means persevering and working hard, so there are 2 characters in the music video, a worker who works in a mine, who is very labour intensive hard work, and is also in debt and is having financial struggles, but grinds his way through it through very hard work and finally pays off all his debt and is finally 'happy'. where as on the other hand the other character opts for the easy way of making money, crime. Goes around robbing banks and stores to make money with Guns, then after attempting a bank robbery, is betrayed by his 'colleagues' and so finds out the hard way that, crime is not the way forward, and easy money will never make you happy.
Conceptual:
These are music videos that are not performative of narrative based, they usually have visuals to suit the theme and appropriate to the tempo and feel of the song. This allows the artist to adapt the visuals to the lyrics that they had, so they can be free in the lyrics that they write, and so that they do not be limited by thinking about how they would create a music video that would go with it. If the song was dramatic/sad then it would have suited visuals to it, to portray the feelings and emotions of the artist to the audience so that they understand the current mood situation of their favourite artist, or if the song had a happy/cheerful theme then it would have suited visuals to portray that. The artist will have an idea or message that they try to get across or leave it for the audience to interpret, this leaves them with freedom to do what they want.
The lyrics would either go along with or contradict the music's beat and fee;, if it is a jolly music type then the lyrics will most probably be happy and cheerful as well, but in order to create a contrast may also be about sadness. the editing again depends on the style of the music, usually a fast paced editing with visuals will be for a exciting/ happy song. cutting to the beat. However if the lyrics are sad/slow then the editing will also be done in a way to suit it, so slow pace editing and maybe not cutting to the beat to confuse the audience and to draw attention to the lyrics, more than the audience to just enjoy the instrumental.
Interpretative:
This is where the lyrics of the song also match what is happening int he music video itself, this allows of the audience to understand and go along with the lyrics easier. This also means that some of the lyrics, this allows for the audience to gain satisfaction by easily understanding what the artists are singing and also to visualise the lyrics and see what the artists are probably thinking or seeing at that time when they are singing. An interpretive music video can be interpreted in many different ways by the audience, they could see a different perspective and get a different message moral from it. Although the artist may trying to influence the audience through the use of the visuals or trying to get a view across. The music video may have hidden messages, that the audience can de-code and feel better about themselves as they have found the 'secret'. The lyrics would usually be portrayed in the video or be visualised through the use of the visual effects. the visuals would usually conform to the lyrics and increase the effectiveness of the lyrics as they are being thrown into the audiences face, vividly creating an image that would not be forgotten easily. The music will be cut to the beat as usually these type of videos have a exciting or quick pace to them. The editing will also be of a quick pace, usually going along with the lyrics and switching between each artists lyrics or a different verse in a solo-artists song. the camera angles and shots will mostly focus on the artists and show the audience what they are doing.
Animation:
In Animation type videos it allows the producers and creators to make a music video without having to actually show them selves or hire actors etc if they were to a narrative type of music video. Also animation music videos are not common, so they also catch the eye of the viewer and are more creative and flamboyant. Animation music videos mean that the producer can be free in their lyrics because you can do anything with animation, so the lyrics can be as far-fetched as possible. If they were to use humans they could not make them jump off buildings or survive impossible things or show them to do impossible things to human nature, but with animation it is all possible and it lets the producers to have no barrier to their creativity and imagination.
Also even if the lyrics were quite subtle and normal to be able to visualize every part of it would cost the producing label massive amounts of money to precisely show everything that is occurring within the lyrics. So the main reason why a music band/ group would be to cut cost and still be able to make a music video that sticks in the audience's mind. The editing would in par with the music, most probably cutting to the beat and the tempo would also suit the theme of the song and the lyrics.
Surreal:
Surreal music videos are videos that contain a style that are so strange and unreal that it's impossible that the situation would ever happen. They are 'fun' and exciting which does appeal to younger audiences. They usually have an artistic feel to them and may use special effects and some animation to create a visual effect that would have a lasting impression on the audience.These music videos are very abstract, may not have a relation to the music or lyrics itself, these videos are very artistic and creative.
This again allows for the artist to be free with their lyrics and can express their feelings and emotions confidently, also since most people will find these type of music videos to be 'weird' it will draw attention and prompt social interaction and raise awareness for the artist and their music, doing something out of the norm will mean more attention and publicity and this is one of the main purposes for music videos in the first place. The editing may not be cut to the beat to show how 'unique' the artist is and also to create distortion or confusion to the audience, or maybe to slow down the pace and feel of the song depending on the lyrics and the message the artist wants to get across to the audience.
