Purpose Music videos

Budget of music videos
 the prices of music videos can vary for example they could cost as little £20 or as much as £500k, the reason i say £20 is because Ed Sheeran's debut track"A Team" cost only £20 to create and that money was used to purchase a crack pipe and a pair of fishnets.if we compare this to a video such as " Gangnam Style" we can see that the budget for Gangnam style was a lot bigger.when considering budget you have to think about these things:

• Props

• Locations 

• Crew

• Food

• Cast

• Equipment

• Editing

• $25k

• $35-$50k

• $50-$75k

• $100k

• $150k

• $200k

• $250k-$300k

• $300k+

Monetisation
Monetisation is when you as an artist or a content creator can have a partnership with a YouTube network and they can monetize videos on your channel so you can gain money off of revenue. for example you can get a company to sponsor you and they will place an advertisement before your video and you can claim a percentage of revenue made of off the advertisement. the rate of pay for monetisation can be £1.50 for every 1000 views you gain. so for example the music video "Gangnam Style with 2,642,546,333 views made over $8 million in revenue, this video went viral due to wacky lyrics and dancing
Here below are some examples of music videos with the Budget it took to create it:

To Sell A Song
The purpose of a music video can be used as a tactic in order to sell the song, one way to do this would to make a viral video in order to achieve this you would have to contain techniques such as voyeurism and hyper reality. Also when a music video becomes viral the song becomes a soundtrack in the music video. A good example of this is "Gangnam Style" This Music video went viral and is now the most viewed video on YouTube, this video shows conventions of Hyper reality by showing things such as Ferrari's and expensive clothing. I would say this video is quite controversial due to the fact that this is South Korea where you are entitled to be yourself but in the North of Korea its a dictatorship which shows a wide range of contrast between them.The music video "Gangnam Style with 2,642,546,333 views made over $8 million in revenue, this video went viral due to wacky lyrics and dancing which shows that making a video viral is a successful way to sell a song.



Promotional For The Artist
In order to promote the artist you can use social media sites such as FaceBook, Twitter and Instagram. also you can use interviews on radio in order to gain popularity. an example i used was an interview with the rapper Lil Yatchy at the breakfast club. in the interview he promotes his new track "1 Night". the interview consists of him discussing his new project and how it all started, this is so we get an insight into the rappers life

Exposure and Expansion of an Artist
Exposure of an artist is quite easy but it can also be difficult but if celebrities like your music they will promote and help you when you're upcoming. also collaborations can help you gain popularity and example of this is when "Kodak Black" an upcoming artist collaborated with a large Rapper called"French Montana".




Product Placement
product place is very apparent in mainstream music due to the fact if you was a company you would want to go to pop music so that your product will have coverage all over the pop music market. Also some companies would place they're product in your music video and you would be a promoter for that brand.




Understanding Of a Song
In most music videos there tends to be hidden messages for example in rudimental's track " waiting all night" was base on a BMX champion called"Kurt Yaeger" and his recovery in how he never gave up. which shows reality in the video its not sugarcoated.

Promotion for music and Album

Promotion of an artists music or album is hugely important for the success of that product, so the music video can promote the album. Songs which are used in films, such as Suicide Squad, the song Sucker For Pain which features Lil Wayne, Wiz Khalifa and Imagine Dragons, are promoted in music videos because it will attract viewers to watch the movie and also purchase the movie album. It goes both ways as well so if the viewers are listening to the song from the film, it will make them watch the music video or buy the album which increases their revenue. 

Promote festivals
Music videos are often used to promote other music related products. In the last decade Festivals and tours have been more important because the audience will be able to see the artist perform the music video live. Music festivals make music videos to promote artists which will be at the festival to make them buy the tickets and create a larger fan base. 

Opens up new market
Music Videos open up new markets for the Artists and Record Companies to sell their songs by promoting their videos on different platforms. This is an increase in outlets such as YouTube, Vevo, etc. It increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.

LMFAO Party Rock Anthem Is an example of a video that opened up an artist to a new market.

Selling an Image
Artist will often sell an image or look to attract their audience. A clear example of this is Miley Cyrus. Her image has changed drastically from when she was on Disney Channel to now. As a result of this, her image changing made sales increased and the song became hugely successful.

music video conventions (Task 2A)

Hip Hop

in this report i will be looking at some of the conventions in a Hip Hop/Rap Music Video. these conventions are important because the target audience to will be able to identify with the video as it contains certain elements.


Camera/Lighting 

Low camera angles are utilised as often as possible as a part of a hip bounce music video, which are utilised to implement the craftsman has control over the gathering of people. This edges recommends this as the artist will look downward on the camera. Case of this edges being utilised can be seen as a part of music recordings, for example, 'Like This', 'by Jaden Smith and Rich The Kid' and so on. Close up shots infer the status that the craftsman is in as it can propose that they're sufficiently essential to have an edge to themselves.  This is done so the artist is seen as more powerful in their video.

Another genre convention in hip hop music videos is the use of lighting. this can variety depending the content of the artist. slower rap song tend to have low key lighting to give more of a gritty image, where as more up beat hip hop song will used high key lighting.

MISE-EN-SCENE


Another convention in Hip Hop music videos is the location is often at some sort of club, which is either is a concert environment or a strip club. On one hand this can be done to show that the artist is living a certain lifestyle. in these videos, merriment is often shown with girls dancing and money being thrown as champaign is being poured. this is done purely for image. On the other hand when they are shown performing this can persuade fans to come to their live shows.










Another genre conventions in hip hop the jewelry that is worn by the artist. This is done as to enpower the artist as a wealthy individual. The can be displayed as creating star image, as this is not how they usually live. this is done for image.








EDITING

Hip hop / rap videos are known for cutting to the beat, this is to show the intensity of the song . this can be done to reflect the instrumental of music. Another reason this is done is to keep the attention of their target audience, young people tend to be interested in hip hop therefore this style of editing is done to keep the attention of the audience.










Costume

The costumes are low slung jeans, trainers, tracksuit, highly visible designer labels. this is to portray with that the artist has street credibility i should be respected by their target audience. this is also done to show of their financial status.






Synergy 

Hip hop music videos often use synergy and product placement. one product that keep on making an appearance in hip hop music video is the "Beats by Dre Pill speaker." This is done by the hip hop artists to encourage their fans to buy the speaker in order to have a more pleasurable.

ROCK AND METAL


Mise En Scene

Rock and Metal have music videos which contain dark themes but they would voyeurism but in a way to objectify women. Throughout metal music videos instruments would be apparent. the artist or band would appear in dark clothing with Gothic tone of make-up. most Metal music videos tend to be violent, abrupt and filled with gore. blood is a apparent in these videos. symbolism is used a lot in rock for example references to cults is Apparent and the use of masks. The location of metal and rock tends to vary between locations such as churches, houses or metal asylums.

Asking Alexandria - Killing You (Official Music... by dm_527a0e101588a

This video below is also linked to the notion of looking and voyeurism for example it can be about how we view women and objectify them. For example the half naked girls being tied up and slaughtered like animals.

Editing
The editing in rock music videos tend to be very dependant on the track for example if the track becomes very heavy and the pace of the song is moderately high the editing will fall in suit and it would become rhythmic editing.

Camera and lighting
the lighting in the video tends to be low-key to create a sinister vibe on the artist, the camera shots tend to be close ups which tend to be demanded by the record label. this camera movements tend to be quite violent and abrupt in order to enhance the fear factor.


Intertexuality
Intertextuality is a common convention in Rock and metal. it seems to be apparent for example in this music video there are links to the hit film "The Shining" in the"Slipknot -Spit it Out" Music video. also another music video with an example of intertexuality would be "The Red Hot Chilli Peppers song called "Californication".

 Slipknot- Spit It Out

The Shining Hallway Scene

n this Red Hot Chilli Peppers video it is another example of intertexuality due to the links it has to a game called Grand Theft Auto: San Andreas.

 Grand Theft Auto: San Andreas

Californicaton by the Red Hot Chilli Peppers

Another example of intertextuality is when Linkin Park paid homage to the Anime fans by creating a video that could potentially widen their Audience.

Indie

These videos tend to have varying combinations of conventions; such as bright and dark colours and lighting. Sometimes black and white depending on the tone of the lyrics and music. 


Indie music videos tend to be a mixture of narrative and conceptual. However, there are also performance based videos. A performance music video is a type of music video that  features the artist or group singing (lip syncing) The purpose of this kind of music video is to give the audience and fans a in-concert experience. A narrative music video is a video that tells a story. The narrative can be linear or non- linear. The purpose of a narrative music video is to convey a message. Conceptual music videos rely heavily on poetry and metaphors. These videos do not tell a story in a linear way, rather, they create mood and feeling.

The focal point can either be the main vocalist or the performance of the whole band, or even the band or artist not making an appearance in their music video. The narrative music videos in this context usually are more representational or symbolic, rather than illustrating the lyrics. In this sense, they are typically quite versatile. The editing techniques differ based on the pace of the music, whereby it can vary from slow to fast pace. The artists are generally presented in a casual manner reflecting upon their outfits. Indie artists typically try to promote their independent status in the music videos. They do this so that they can be seen as "different" or "unique". This helps to create their star image. 

Mise-en-scene (Location/settings,props and costumes)

Many Genres of music videos have a unique visual theme.This is normally something the audience will recognise and can relate to. Props,costumes and location all make up Mise-en scene. "Mise en scene" plays a large role in a lot of music videos. Props and costumes help create a artist's identity and sets them apart from other artists. They also make the video look and feel realistic. For indie music videos, the common props are normally the instruments. As mentioned before, indie artists want to promote their independent status and be branded as "real" musicians and creators. Using actual instruments in the video helps reinforce this notion. In indie music videos, the artists typically wear clothing that relates to the theme of the video. The clothing that indie artists wear in their videos often symbolizes something or creates meaning. For example, the clothing could represent the mood of the music video. If the mood of the music video is happy and energetic, the artists will wear bright colored clothing.However, If the mood of the video is dark with angst and sad, the artists will wear dark colored clothing (Black and grey). 

Locations that are often used in indie music videos are "everyday places". The purpose of indie music videos is not only to promote the indie artist, but to create a "real" image that the audience can actual relate to. This is why locations such as skate parks, residential areas and cities are used in indie videos. 




Foster the people's "Call it what you want" music video uses instruments. 

The Givers's "Up,Up,Up" music video is mostly set in new York city. However, a chroma key  effect with green screen is also used.

Rock Mafia: Fly or Die

Rock Mafia’s Fly or Die music video is very different. This music video separates itself from the typical Performance and narrative videos one would usually see. The music video itself is an animated narrative. It uses a combination of 2D and CGI animation to complement the song and tell a story. It does not use any actually real footage. This video can also be considered as a concept music video. Concept music videos can include both performance and narrative aspects. Usually, concept videos are based around a surreal, poetic idea. This idea usually grabs the audience’s attention and draws them in. Songs within the indie genre tend to use a mixture of bright and dark colours in their music videos. The fact that both bright and dark colours such as black, red, orange and blue are used in the video, shows that this is a convention of indie music videos. The lyrics of the song relate to the visuals in the video. The video and song are telling the same story. The story is that a village has been attacked and raided by an evil Dictator/tyrant. The dictator and his army have taken control and destroyed most of the village. Everything the dictator touches turn evil and is stamped with an “Anubis industry” logo. The dictator himself is riding a giant Anubis robot. The logo is the letter “A” with an eye over it.

Anubis is an Egyptian god that is often associated with mummification and the afterlife. Anubis guided the souls of the dead through the underworld kingdom of his powerful father. His father was Osiris, the god of the dead. The fact that the giant Anubis is destroying everything could symbolize that he is taking the people of the village to the underworld. In other words, he is “Killing” them.  Not that far from the village, a group of people who seem to be monks, are meditating in a cave. The monks sense danger coming from the village and start to flee using flying vehicles. A girl who seems to be an apprentice is also trying to escape. However, her flying vehicle does not seem to work. 

At this point of the video, the chorus of the song starts, which is “Fly or Die”. The chorus of the song implies that the people must “fly” or risk being “mummified” and turned evil by the dictator and his giant Anubis. 

Camera Work and Lighting

The most typical camera shots used in indie genre music video are close up. Close up shots introduce the artist and it helps to promote their "star image". Close up shots highlight the artist’s talents when they are singing. Crane shots are also popular when filming live performances as it allows different angles. Long and wide shots are used as establishing shots to set the scene of the narrative in the music video.​

Pop

MISE-EN-SCENE

Music videos from the pop genre are normally performance videos which is either narrative or is just dance. The three music videos in this report are all of artists that are women, which are lip syncing to the song. The lyrics of pop songs are based on the good aspects of life which is shown through the mise-en-scene. The music video is bright and in someways dark because the song is about hiding herself from the paparazzi. 

Costume
In the first music video, Piece of Me by Britney Spears, she has a number of outfit changes, but all of her outfits reveal certain parts of her body, just like the second music video, Madonna Hung Up. This is shown as voyuerism because of the way women are portrayed in these music videos. They are hardly wearing any clothes and the first song is being shown that Britney Spears is being sexualised by the way they are dressed. When it comes to music videos, costume is very important because it creates an image for the artist. For example, if the artist was to wear dull looking clothes, they wouldn't attract their target audience. However, if they were to wear designer or popular clothes, they would attract their target audience because the target audience are young teens and they like to follow the trend their artist sets.

Location/Settings
Normally, the location and or settings for a pop music video is based or filmed in either a club or in front of a green screen because it is a convention of a pop music video as it shows how colourful pop music is; like my example video above.

Colours
Pop music videos generally have bright colours to bring the songs and music videos to life. My next example, This is What You Came For, is full of bright colours to represent the beat of the song. This music video is a performance music video because the artist, Rihanna is lip syncing to the song where there is a background of people partying and jumping up and down in the back or either on a green screen.

Choreography
Choreography in pop music videos is popular because of the up-beat tempo. It is used in music videos because if the song was to be performed in either a music festival or concert, the artist and back up dancers will be able to repeat what was used in the music video, in real life. It will create a type of reality where the audience will be able to relate to the dance as they will focus more on the performance than the song itself. 

Performance

In this music video, there are lens flares, and colourful flashing lights from the effects used for this. There is a party atmosphere with the crowds partying and dancing and in the parties there would be alcohol that connotes a fun atmosphere. 

AMERA & LIGHTING
Most music videos have a range of shot types such as close ups, extreme close ups and mid shots. This is to create the innocence of the artist and also their personality from their music. Close ups are also used for the use of lip syncing, to show the emotion in the artist's face. In Britney Spears' Piece of Me, there is high key lighting and also lens flares. 

EDITING

Pace, lip synching, cutting, transitions, rhythmic montage, tonal montage
The tone and pace of pop music videos are quite fast, as they cut to the beat, which is also rhythmic montage. There is also transitions such as wipes, which wipe from one scene to another. Also, fade in and outs are frequently used in music videos as they represent the many different effects used rather than just cutting (and also using jump cuts).