Assessment 23/09/11 MCU

WWW

- Most posts attempted.
- Some detailed analysis showing good understanding.
- Some creativity with visual material.
- A good attempt to stay on track with all the posts.


EBI

- Your analysis of album covers is too simplistic and I know you can do better. Think about cinematography, mise en scene, colour, typography, layout as well as the conventions. What is the meaning of the adverts?
- Some of your posts need finishing, e.g. not all the videos from your genre have been analysed, adverts, CD covers etc.
- Posts 19 and 20 missing, you must have audience research it is in the mark scheme.
- Post 17 - what artists of  your genre does each label represent? Whay would this be a good choice for your artist?
- There are still posts with no visual material. You must include this and be more creative with it. I know you can do this!

EFFORT - IN

Advertisement research.

This advert is very black and dark which goes with the stereotypical look of the rock genre. It's called the neon bible and has a picture of this in the centre which makes it the main focus, neon signs are usually used at clubs and bars which are places that aren't asociated with religion and being ethical which is what the bibles about so by using this name and image it is giving it a negative image. It says 'featuring' which will give people an insight to what is on the CD. The fact it says limited edition will make people want to buy it more as it seems more special and that it won't be out forever. It has the release date in bigger writing so it stands out and people can esily see it.

The background of this advert is the cover of the CD and the writing has been placed around it, this enables people to know what the cover looks like so when they go to buy it they know what they are looking for.. The release date is clear in large writing and it also says 'includes' which gives people an insight of what is going to be on the CD. The date of release is on the front in large font so it stands out and people know when to buy it.

They have a clear picture of the album cover to the left which enables people to know what they're looking for when they go to buy it. The typography used is bold and clear, the name of the band  is the largest thing on the advert so the attention is automatically drawn to it so you know what the advert will be about. It has the title of the album bellow and then the release date in bold font beneath that, this is important information as then people know when its out and the name of the album for when they're looking for it. Dull colours are used as this is a convention of thee rock and heavy metal genre, they aren't happy, bright and colourful, they are the opposite, dull colours and have negative imagery and emotion in their songs and music videos.

Record Label Research.

Sony:

Is a music record label company which was joint 50-50 with the sony corporation of America and Bertelsmann AG. Sony renamed the record company Sony Music Entertainment (SME) on January 1, 1991. Sony reintroduced the Columbia label worldwide, which it previously held in the United States and Canada only, after it acquired the international rights to the trademark from EMI in 1990.

Warner Bros:

Founded by Jack Warner, it is an American record label was the founder of the present day warner music group. It was established in 1958 and has grown over the years to become one of the top labels in the world. Artists that have been signed consist of big names such as; Red Hot Chili Peppers, Muse. Iron & Wine, Green day and My Chemical Romance.

Roadrunner Records:

An American Record label founded in 1980 by Cees Wessels and works with Warner Musioc Group. It focuses on heavy metal and rock genre.It was distributed by Atlantic Record groups and originates in the Netherlands. Artists that are signed consist of people such as; Nickleback, Slipknot and The Wombatts.

CD Cover Research.

My Chemical Romance - Black Parade:

The typography is black which is a colour associated with rock and heavy metal, it is also scratchy and rough which gives it a dangerous look which is a convention of the genre it is also a similar look as the music video to the song 'Black parade'.  There is also a picture of a man wearing an outfit that looks like a soldier or a marching band and is wearing a skeletal mask which represents death, this is typical of a rock and heavy metal as they are quite dark and negative genres. The back ground is also quite scratchy and looks old and worn out, this is typical mise en scene for rock and heavy metal genre as it represents negativity.

Green Day - American Idiot:

The colours used in this (black and red) are associated with danger, death and darkness which is typical of the genre of rock and heavy metal. There is also a close-up picture of a hand holding a heart that also looks like a grenade, the fact that it's a close-up makes it the main focus and draws attention straight to it. This picture could represent violence and death as grenades are used to kill people and the fact they have a heart in their hand looks like they just ripped some ones heart out which is a very violent, negative image. All of theses are conventions of this genre as it is a dark, depressing genre associated with negativity. The typography used is bold, capital letters which enables it to stand out and grab the attention of someone looking to buy it, it's also got scratchy marks in it which makes it look damaged and some of the text is red, both of these things are negative imagery and are typical of rock and heavy metal genre.

Aerosmith:

This cover has a black and white photo of the band, this is also typical of this genre as it shows who has created the music and the group of them together, it's also a mid-shot which allows you to see what they are wearing which is typical costume for rock and heavy metal artists. Although there is no negative imagery it still has the main colour of black which shows the darkness and is stereotypically associated with this genre. For typography they have used their logo on the front, it is placed over the photo which makes it the main focus, the fact that it's the logo also means that it jumps out to fans as a familiar thing to them.

Genre research 3 - Conventions of a rock / heavy metal music video.

• They tend to be mainly narative (tells a story) or performance (mainly just the band performing).
• The bands logo is usually shown at some point in the music video, whether it be at the begining, end or throughout on their instruments etc.
• They wear typical outfits asociated with this gnere; black or dark colours, outlandish and eyecatching outfits, long or crazy hair.
• The location is usuall at a concert,. a derelect building or somewhere really strange.
• Fast pace shot changing to go with the fast and loud music.
• Close-ups of the artist singing and band playing their instruments.
• Mise en scene is very dark and negative as their lyrics are usually quite negative or depressing.

Genre reaserch 2 - Analysis of 3 rock/ heavy metal music videos.

Mise en scene:

The whole look of this music video reminds me of darkness and decay which is negative, this is effective as the song is really quite violent and loud which is also negative. The man in it has horns as part of his costume, this could be representing the devil which represents everything bad. The setting is also negative looking, it seems as though it has been filmed in a derelict, dirty, broken down building which adds to the negative look to the moving image and links to the music which is typical to heavy metal genre of music.

Cinematography:

Lots of close-ups are used, this creates the sense of unknown which links with the song as it's quite dark, it's harder to work out what something is if you only get a certain section of an object. Lots of different camera angles and shot types have been used to make the music video look more interesting due to there being lots of different things to look at for the audience.

Editing:

Editing has been used to create fast pace shot changes, this is typical of a heavy metal music video as it links to the fast pace instrument playing, it also adds to the harsh look of the moving image. Images fade over the top of each other and overlap, this makes it look more interesting, it also makes it look quite ghostly which looks good with the dead looking people.

Sound:

Lip synching is used to to show the singer of the band, it is an important part of music videos and it helps the artist to get their feeling across in the moving image. You can see that in this music video a lot of harsh emotion and movement is used when singing it which is typical for this genre of music.

Mise en scene:

It looks as if ash is floating around which gives the effect like bombs or explosions have gone off, which is a negative imagery which is typical of this genre. People are either in hospital costumes which is linked to death and illness or in outfits consisting of things such as gas masks, or military style clothes which is a typical in how heavy metal or rock bands dress. The setting looks as if they are going through a war

Cinematography:

Lots of shots are used as it goes with the fast pace of the song and means that a lot of moving image can be put across the screen to keep the audience entertained. Close ups are used on the singer to show the emotion when he is singing. Lots of different camera angles and shot types are used to make the music video look interesting.

Editing:

Starts with slow pace shot changes as the music is slow, when the other instruments come in and the music speeds up the rhythm of the shot changes go with it, this is typical of this genre as it intensifies the fast pace instrument playing. Black edges are added which makes it look like old film that was used during wartime in the past which gives it an authentic look. Colours are quite dull which makes adds to the negativity which is typical of this genre.

Sound:

Lip synching is used to show the connection between the artist and the song, they use lots of emotion and movement which is typical of this genre as the songs are usually quite depressing and emotional so it helps to get this across through the moving image.

Mise en scene:

it has typical head banging which is typically associated with and seen often in rock and heavy metal music videos. it's very dust which makes it look like a not very nice place which is typical of rock and heavy metal music videos as they portray negativity along with the lyrics. The location also looks old and warn out as this also adds to the effect of negativity as it looks like a place you wouldn't want to be.

Cinematography:

Lots of shots types are used such as an establishing shot which enables you to know where everyone is in the scene. Camera angles are used such as close ups on the singer to show the emotion when he is singing. The fact that lots of different camera angles and shot types are used makes the music video look interesting.

Editing:

The shot change pace is similar throughout, it is quite slow, and made me feel a bit bored after a while. It did get a bit faster at the end but you have to look close to notice it. Slow motion is used, this goes with the slow pace shot changes and enables you to see what's going on in busy shots easier.

Sound:

It starts off with someone taping their foot with the beat of the music playing, this is affective as it emphasises  the beat and makes the viewer want too do the same. Lip synching is used as it is a n important convention of a music video, it also shows who sings the song.

Genre research 1 - Mood board.

Heavy metal and rock have a similar look, they wear a lot of black or dark colours, have long, unusual or crazy hair so they stamd out and look different. The guitar is associated with them and they usually have very fancy looking ones like the picture above. The hand symbol above is  asocia1ted with this genre of music as at roch or heavy metal concerts people make this gesture.

Theory 3 - Andrew Goodwin - Dancing in the Distraction Factory 1992.

Illustration:

Music- Always cuts on beat.

Lyrics- Images illustrate the literal meaning or feeling of the lyrics, often just with the band singing and dancing.

Band Image- Dressed as would be expected including with instruments.

The clip below from a music video is an example of illustration as the image illustrates the words of the lyrics in that her heart has been taken and put in someone else's jar. 

Amplification: 

Music- Film cuts on the beat but also off to emphasise features.

Lyrics- Images amplify the lyrics, a specific narrative may be used that may not necessarily be picked up by reading the lyrics alone.

Band Image- The band take on fictional roles in the narrative.

This clip of a music video shows how they used amplification as the artists took on fictional roles in the narrative.

Disjuncture:

Music- Film cuts off the beat. (Sometimes the sign of a badly made video.)

Lyrics- Images which do not relate to the lyrics are used, sometimes used by bands that are already well established that can afford to take the risk.

Band Image- The band take on an image that is nothing like the expected image.

The video clip below is an example of a video that uses disjuncture as it follows a narrative which really doesn't have anything to do with the lyrics.

Theory 2 - Carol Vernallis (The kindest cuts: function and meaning in music video editing)

Carol Vernallis analyzed editing of Hollywood films and music videos. She identified distinct approaches in each.

Music video:

• Multiplicity of incomplete sometimes obscure paths.
• Order of shots - Unconventional as it shifts more freely between shots.
• Time space, character and narrative are revealed incompletely.
• Discontinuity; a pop video draws us away the narrative by are revealed incompletely.
• Visual hooks create continuity. Non continuous shots linked by a single feature.
• Sometimes all elements are equal and sometimes one is dominant.

Hollywood film:

• Single clear path through film's world.
• Order of shots - conventional. Typical shot order.
• Unity of time and space.
• Continuity, the film draws us into narrative.

Theory 1 - Boredwell and Thompsons theories of editing.

The main focus is Hollywood or continuity editing, they look at four different ways shots can be linked, graphic, spatial, temporal and rhythmic.

Graphic-

This is about the moving image so the shots are linked due to the shape, colour, patterns, movement and depth. Graphic match: Linkage of shots by graphic similarity. Graphic continuity: Centre of interest is constant through out cuts, maintaining lighting level, avoiding strong colour clashes. Graphic discontinuity: Contrasts colour and footage types.

Rhythmic:

Is about the duration of the shots and its pattern in association to the moving image. For example increasing the pace of shot changes in an intense moment o the moving image helps to create the feeling that you want to get across to the audience.

Spatial

Is to do with the setting and location, and manipulation of different points through similarity, difference and development.

In this clip a long shot of a boat cuts to a close-up of the interior of a boat. We now know that the man is on a boat.

This clip is another example of spatial editing but is different to the first as it is all one place that is linked.

Temporal

Concerns time of action and contributes to the plots' manipulation of storyline order, time and frequency. The order of shown events can be manipulated- changes in story- plot relations which interupt 'temporal' order. E.g flashbacks ( to past events) increases story knowledge and flashforwards ( to future events) creating enigma. Duration of story events within the plot can altered via use of ellipsis. For example; fade in or out.

Assessment 9/09/11 MCU

WWW

- Detailed and insightful analysis carried out on a range of music videos.
- The work is presented to a very high standard and you are using the blog well.
- It is clear to see what you have learned about music videos and how this will influence your own work.

EBI

- Check spelling, especially 'effective'
- Consider using short clips to illustrate your points, as well as screengrabs. (See a teacher or a technician for help doing this)
- Discuss the target audience when you carry out analysis.

Effort - EX

Well done!

Low Budget Ideas: The Fix - Just Got Paid.

This is another good example of a low budget music video created by A2 Media students. This is set out like a typical pop video that a boy band would create. The first shot grabs the audiences attention straight away as it is set up really well and the lights come on at the same time as a word is sung, this helps to show the connection between the music and the moving image. They have used stage lighting which is really effective as it gives the shots an interesting and professional look. They use lip synching which is good as this is an important factor of music videos so it shows the connection between the artist and the song and so the audience knows who's singing it. The shots of the boys in the mirror is effective as it shows them getting ready to go out and they are wearing smart, expensive clothes therefore these shots back up the lyrics. They have some posed shots which looks like they are having a photo shoot or something which gives the affect that they are famous. For the music video they have created a dance routine and perform it, this is effective as they use stage lighting for these shots which gives it a concert look and the fact they ae dancing is typical of a boy band which shows they have researched their type of artist. In some shots which have possibly been filmed at someone's house they have chandeliers in the background which gives the effect they have money which comes with the famous lifestyle and goes with the songs lyrics about just getting paid and having money.

Low Budget Ideas: A-ha! - Imogene Heap

This music video has been recreated by A2 Media students and it is a really successful example of a low budget music video. They uses shot changes and movement to emphasize beats in the music, this is really effective as it makes the moving image and the sound look as if they are meant to be together. The fact that some of their footage is in black an white makes it look really professional and the way they use the colour red against the black and white effectively as it is a vibrant colour and stands out and that it is a predominant colour throughout the music video shows some importance and could represent danger as the moving image is quite dark. They use lots and lots of different shot types and camera angles such as; close up, long shot, pan etc. which makes it look really professional and interesting as it keeps the audience and wanting to watch more as there is a lot to see. They used lighting and smoke machine really effectively which also gives it a professional look and makes the shots look more interesting. Lip synching is used which is good as it is a vital factor to have in a music video because it links the artist to their music. When editing they use fade in and out which creates an effective look and is more interesting than normal cutting, they also rewind some shots so they go backwards; for example the shot of the rope tying round the hands, it is nicely composed and really effective. The way they edit two shots to overlap each other is also effective, it gives it a strange, abstract look which is the feel you get from the moving image anyway and was probably their intentions. They speed up and slow down some shots which makes it interesting for the viewer as it isn't all constant, there is always something new. The props they use (camera, chains, knife, magnifying glass etc.) give the effect that the moving image could represent a crime scene or something to do with a psychotic killer. I like the fact they have sheet music of the song in the video as well as I think it just looks good with the moving image. Over all this is a really good music video and I aspire to create something to this standard when making my own.