2. Summary
Within this presentation I will be discussing these points in particular in much
further detail.
1. Discuss whether we
challenged the forms and
conventions of real media
products.
2. Analysis and
comparison of camera
shots, locations and
appearance of artist etc.
3. Goodwin’s Theory
Goodwin‟s theory of music videos states that all music videos contain
either some or all of the following elements:
Have a link between the visuals and the lyrics
Have a link between the visuals and the music
Have certain genre characteristics
Have inter-textual references
Includes demands of the record company
Whether the video is performance, narrative or concept based
4. Before a construction of any music video is followed through, producers,
editors, directors and the record company/label tend to look into other
current and existing artists. They analyse the conventions used and the
meanings created.
They do this by looking at a number of points such as:
The usage of camera shots
The editing
The narrative
The locations/setting/Mise en Scene – which includes the appearance of the
artist, the body language used, and the lighting and colour throughout each
shot and the video.
In order to create the music video that belongs to the correct category,
these key points are vital as they create the structure for the video.
When planning and researching for our
music video, I looked into several artists
not just from the UK, but America too. As
many American artists, particularly from
the Hip Hop/Rap genre, dominate the
music charts with their music and their
videos.
5. Comparisons – Camera Shots
When research and planning I looked into a number of different UK Hip Hop/Rap artists. The artists I did look at were K Koke, TK,
Lowkey, Cashtastic and Krept & Konan. I looked into these artists in particular as they are all male, London based artists who rap
and make songs about society and how it effects them, which is very similar to my artist Smartz as his song London’s burning,
expressed the way in which he felt about this event and how it affected many people, particularly within a specific social status.
Smartz – London’s Burning
TK – In for the Kill
As you can see, I have taken screen shots from TK „In for the Kill‟ and my video of Smartz „London‟s Burning‟. The
comparison between both these shots is the lighting. The position of which the artist is standing in might not be similar,
by looking closely we‟re able to see that TK‟s shot has a dark foreground where his face cannot be seen, just a silloet.
The same can be said for my shot of Smartz, as the background has been lit causing the foreground to be much darker.
This creates a depth of field which creates and emphasis on the artist.
6. Comparison – Camera Shots
As you can see in these shots are also
similar.
The shot below shows my music video of Smartz
in a tunnel. The difference in this is the fact that
he‟s standing within a lit tunnel. However the
redish glow against the dark brick wall in the
background also creates the convention of a
The shot above shows TK in a tunnel full of solo artist.
graffiti which looks very run down and gives
the feeling of complete emptiness.
Creating an atmosphere which suggests
that he‟s in this music game alone. The use
of lighting emphases on the focus towards
him.
7. Comparison – Camera Shots
These camera shots in particular create and
Smartz – London’s Burning
project the whole meaning behind the videos. It
shows the pointer of having a link between the
visuals and the lyrics.
Lowkey – Hand on your gun
The angle of the shot creates a meaning of
power. It challenges the view of society
being inferior to the government and those
who claim they‟re in power.
I believe that this shot certainly projected
the message of rising up and standing up.
It gives the artist the look and feel of him
being in control and creates the look of him
as a superior.
8. Comparison – Camera Shots
Another convention of this genre, is shown through
this shot. This is where the artist is overlooking the
city from a balcony or a ledge of some sort. This
shot is usually a medium shot but from an eye
level or above angle.
Cashtastic - Darkness
This angle creates a sense of the artist as a
superior, looking down on „his city‟.
Smartz – London’s Burning
9. Three shot comparison
These three shots are from three different videos. The first (far left) is taken from Lowkey –Hand on your Gun, the middle from K
Koke – I‟m back and the last from my music video of Smartz. What compares all these videos is that these shots were all added
in when the lyrics spoke about the police or the government. What brings all these videos together is that they all project the
views of the artist on more of the political sides.
The lighting throughout all three shots are dark, this shows that there
is a negative link towards the police between many of the UK Hip
Hop/Rap artists of today. I decided to stick to this convention and did
project it through the faded in clip of the police car. The use of shots
of British police are widely used and known to be a convention within
this particular genre of music.
These types of shots aren't really seen in
music videos that are aired on TV, so
therefore we are challenging this
convention from a real media product.
10. Comparison - Editing
When analysing specific genre music videos, I found that the types of editing would be
different than another genre. The amount of seconds that each shots last tend to be
much quicker, lasting around 2-4 seconds.
In order to use and develop this convention, we decided to include this into our video. You can especially see this
happening within the part of the video where the lyrics start to speed up. Our video needed lots of straight jump cuts
from shot to shot and also special effects such as fading in and out.
Here are some examples of shot edits:
Both shots edit style:
Straight jump cuts
Duration: 3 Seconds
[LEFT] [RIGHT]
TK-Strapped K Koke – I‟m
up edit back edit
style: style:
Straight Straight
jump cut jump cut
Duration: 2 Duration: 2
Seconds Seconds
11. Comparison - Editing
We also decided to add a different effect to one of our shots which was speeding up
the shot. When editing we had to edit this clip and change the speed from 100 being
how it was originally recorded to around 150.
The speed up effect emphasises not only the video but the lyrics and the meaning in
which we want the audience to receive. In this particular type of video, it gives it a
slight urban feel.
K Koke- I‟m Back Smartz – London‟s Burning
12. The Narrative
Music videos can also be analysed through the narrative, this would be done
through the linear and non-linear structures of the video. A linear structure would be
when there‟s no disruption within the story that is being told within the music video.
Non-linear would be the opposite when there would be a disruption.
After carrying out all the research and the planning, we found that some UK Hip
Hop/Rap artists have songs with a narrative and some that don‟t.
We ended up on deciding to make out video a performance video, rather than a
narrative video, particularly because the song doesn‟t have much of a narrative
running through the lyrics.
13. Mise-En-Scene
Mise en scene is a key media language term which means The
arrangement of everything that appears within the framing.
These are:
Location
Appearance – Clothing/make up
Body Language
Lighting
Colour
14. Location
For our music video we used a number of different
locations, particularly near well known landmarks, as the
video is about London, we thought by showing these well
known places would create an instant recognition. The
first shot was the area around London Eye. We decided
to use this location as we wanted to capture our artist in
front of the Eye, as at night its lit up, this created a great
colour tone for the background. Also because is a
landmark.
Another shot is of Smartz in Westminster, infront
of Big Ben. We thought that by having this
location, especially as it was outside Parliament,
it would give the shot and video a deeper
meaning. We chose this location in particular as
the song has chimes of Big ben ringing and
again it‟s a well known landmark of London.
15. Location
Here are some examples of TK an artist who used run down area in his video:
Run down, back of shops/flats on top of shops
By analysing this, we are able to compare and contrast the
difference and the similarity in these genre of videos. In comparison Boarded up shops
to our video this type of location can be seen within the riot footage.
These types of location shots give the video
and the song a link between the two. It sets
the general mood and atmosphere of the
song and creates sympathy for the artist as
many use these shots to show that they have
come from poorer backgrounds than others.
16. Appearance of artist
The appearance of the artist is very important when filming for a music video as it reflects what type of artist you are, the
genre of music even personality. However, over the years a stereotype has been built up from which we recognise certain
artists.
A stereotype of a rock artist would be someone who wears a leather jacket and leather boots with studs.
A stereotype of a Hip Hop/Rap artist would be someone who wears their trousers very low, snapback hats and
expensive trainers and jewellery and chains hanging down their neck, who are also covered in tattoos.
A stereotype of a pop singer would be bright coloured clothing, for a female sexual and revealing clothing and for a
male t shirt, hair done up neatly and so on.
For our artist we that Smartz wore casual clothing; Jeans, trainers and a puffy jacket. This would make him instantly
recognisable as a Hip Hop/Rap artist. However, we did challenge the conventions of the Hip Hop/Rap stereotype of other
real media products as the artist is not wearing chains or showing off his tattoos.
casual clothing;
Jeans, trainers and a
puffy jacket
17. Appearance of artist
Below are other examples of real artists within the same genre wearing similar clothing.
As you can see all of the different artists are
wearing similar clothing which will create an
instant recognition of with type of genre they
belong to.
18. Body Language
Body language and the use of facial expression is another important
point when making a conventional music video. This can be able to be
clearly viewed through any type of video for this genre. The language
can be seen generally through the movement of their arms, which are
moving to match the lyrics or the flow of the song.
Facial expression gives that extra emphasis, it creates a better look,
mood and overall view as you can see the passion and seriousness
through the expression s that they give. The facial expressions give a
tone to the video, for example if the song is about struggle and pain,
their expressions will show this through possible angry faces.
Here is a shot of Smartz using body language to express the lyrics.
The artist is pointing his finger towards the camera when saying
“Do the best for you”. By doing this he‟s engaging the viewer to
make it seem as though he‟s personally
talking towards the viewer.
19. Lighting & Colour
Lighting and colour can make a massive difference to a music video, depending on the song. By setting different levels of lighting and
colour it can portray different emotions. This technique is widely used within real media products. Here are examples.
The lighting and colour within our video creates a
mood and atmosphere of a darkness and suggests
that the song is about a negative subject. However,
the emphasis it creates on the artist is that it makes
him look like a silent witness, having him close to
dark in the foreground and having the background
brightly lit.
The colour of the background is a complete contrast
of the foreground.
The lighting in the screenshot below suggests that this song and
video is about a serious or personal issue. The lighting on Shax‟s Bright lighting, well lit, blue/white tint. This suggests that the
face shows that there is a side to him that he keeps in the dark or song isn't about a subject that necessarily serious as the
shadows. It projects the sense of pain and suffering. brightness of the lighting projects that the artist is successful.
Shax – Far away
K Koke – I’m Back
