After going to MotioFixo together with my classmates and lecturer for the verbal brief on this project, we were told to be creative and crazy with our ideas. We were showed the original music video of the song we will be working on and it is called Aku Pelat by Salammusik. The genre of this song is Reggae, a completely new genre that I have never listened to, so I am quite surprised with this type of music. Aku Pelat generally means "I can't speak well" as in the person is not capable of pronouncing words properly. In the music video, a male and a female singer is seen singing after each other, and a band playing several instruments behind. After a few discussions, me and my group came up with several individual ideas. Each of us have an element that we want to include in the music video. Casey and Daisy wanted to play with the graffiti/typography according to the lyrics and the beat of the song, the example would be the video below "This is War II : Piltover vs Zaun" and "This Is War 3 (volume 1): Shadow Isles vs The Void *COLLAB*" by Falconshield.
Next up, Sam's idea was to interact with videos playing in phones while the music video is being recorded like the video below "Holiday Medley - Victoria Justice & Max Schneider" by Kurt Hugo Schneider. And my idea was to feature split screens and sketching on top of the music videos, the examples are "I Need Your Love (Calvin Harris ft. Ellie Goulding Cover" by Pentatonix, and "What Do You Mean?" by Justin Bieber.
There was also an idea where we put random shots into the video like "Back Where I Belong" by Avicii and Otto Knows. So in order to incorporate all of these elements together, we took a long time to figure out some ideas and concepts. We first came up with the sketchy themed idea where the video starts with a piece of paper or a sketchbook, and a hand holding a pencil sketching on it. The camera zooms in and a sketchy version of the male singer appears and the sketchy effect fades out as the song plays. Throughout the entire video, there will be random sketches around the singers and the band similar to the "What Do You Mean?" music video. As the song ends, everything zooms out and a sketchy picture of the ending scene is seen on the paper.
The second idea we came up with, which is going to be our main idea and concept, is a game glitching concept. The video starts with a person playing video games in front of a monitor, and the game suddenly freezes and glitches out. The song started playing and the singer and the band appeared in the monitor screen as the song continues. After awhile, the video goes back to focusing on the gamer trying to figure out what happened to the monitor and trying to fix it. The gamer then attempts to hit the monitor a few times according to the music's beat and some actions that shows the gamer's frustration. Then the video goes back to being the singer and the band. Again when the video goes back to the gamer, the gamer is then seen trying to make a phone call to the service center for a technician in order to fix the game and monitor. Due to the gamer being "pelat", which is not being able to pronounce words properly, the technician couldn't understand the gamer at all hence not being able to help the gamer. Once again this made the gamer very frustrated as he continues to slam or throw stuff around to vent out his anger. As the song is going to end, the gamer is then seen storming off his/her own room due to frustration, and the video focuses on the monitor which is still playing the "Aku Pelat" music video. The music video then slowly fades and glitches away. As we proposed both ideas to Mr. Kannan, he gave us advises on both ideas and he was quite fond of the second idea (game glitching idea) as the second idea seemed more interesting since it has a story line and it is more detailed. We then decided to continue to work on it's storyboard the next time we meet up.
0 Comments
PURPOSE OF A MUSIC VIDEO After understanding more thoroughly on the music videos from the pop culture, and I proceeded to research more on music videos itself. Music video is a videotaped performance of a recorded popular song, usually accompanied by dancing and visual images interpreting the lyrics. However, modern music videos are usually intended to be used as a marketing medium intended to promote the sales of the song or album by artists. Although those are usually the normal case, there are still record labels out there that try to incorporate both the music video and the music recording together in order to produce a more deep and a more meaningful product. Music videos are also very important for the audiences to recognize a song through visual impact. While it is mainly used to promote the song, some company and some brand would sometimes make an appearance in some music videos, which is what we call advertising themselves through sponsoring either the record label or the artist themselves. It is an effective way to promote their product as most people in the world have access to YouTube, the largest online video sharing platform through the internet. Many people watches videos on YouTube to kill time, whom most also became the target audience of the music videos. Hence many brands would take the opportunity to expose their own product. A fine example would be Lady Gaga's Telephone, where products like Blackberry, and even an online dating website are featured in the video. STRATEGIES OF MUSIC VIDEOS There are 3 types or producers, a major label, an independent label and the artist themselves. Many mainstream and popular artists are under major labels such as Universal Music Group, Sony Music Entertainment and Warner Music Group, hence these major labels usually have a large budget for the artists' promotional materials such as music videos and so on. These labels have high placing in the musical charts and sells a lot of records and therefore the artists under these labels usually have more tours and merchandises. The artists under these labels would most likely produce mainstream and popular genre of music such as pop in order to capture the audience's attention easily. However, smaller and independent labels often produces music with more variety of genres such as indie and dance music. As they have a smaller budget, their music videos are usually made in a very expressive way, and some would be seen as art. These music labels often experiment with different ways of recording or making a music video such as technique, equipment and narrative. Last but not least, the artists themselves, whom many of them are seen on YouTube, often make their own music videos. Many artists make music videos in order to promote and expose themselves to the audience as well as the industry making themselves an opportunity to get signed under a music label. Most of their music videos are not as fancy as the ones under a music label mostly because of budget limitations, but it is a great promotional tool to get themselves fans. Most music videos are not purely made only as the visual representation of the song, there are usually motives for the style, narrative, production and promotion of the music video and the artist. Producers use different strategies in order to promote the sales of the single, album, tours, merchandises and even the image of the artist and so on. A sudden huge change of the artist's style could make a huge impact and how the audience would react to said artist, and could also affect the success of the music artist. However, by utilizing these huge changes of appearance of the artist could leave a huge visual impact on the audience's mind hence it would be easier to remember. CONVENTIONS OF MUSIC VIDEOS
Music videos are usually quite consistent when it comes to how it is made. It usually have a few different types of camera shots like long shots, mid shots and also close up shots. These different type of shots would make an influence on how the audience would feel when they watch the videos. For example, long shots are for when the video needs to emphasize on the locations, mid shots and close up shots are for when they need to capture the artist and the emotion of the video. The most used video editing technique used in music videos are jump cuts as it allows sudden change in scenes, but techniques like fade and dissolve are also popular too. For this project, I have grouped up with Casey Chong Jing Ping, Daisy Shin Kyeong Ju and Sam Phang Rong Jin in order to create a music video for a Malaysian local band named Salammusik. We started off by researching some music video types. We watched a video in the class explaining the types of music videos, which are : 1. Performances based : which the video features the artists performing the song as if they are singing it live. 2. Special effects based : which the video features effects that are mostly done in post productions. 3. Story based : which the video features a story that correlates with the lyrics 4. Dance based : which the video features dancers dancing throughout the song 5. Animation : which the video features an animation that correlates with the song instead of real humans performing it 6. Browser based : which the video interacts with the audience through the browser I did some simple research by watching some popular songs' music videos on YouTube and I found out that a lot of music videos in the pop genre has a very wide variety style of music videos. For example, the most recent hit : Closer by Chainsmokers featuring Halsey. The video is a series of shorts compiled together that highlights a pair of couple's interactions while lyrics appear on screen throughout the entire music video. Another example would be, Sia's Chandelier. The music video features a young girl dancing alone in what would seem like an abandoned house. Some of the girl's dance move syncs with the song's beat which creates a very pleasant sensation to the audiences. While this music video is dance based, the choreography seems to correlate to the lyrics as this song is written based on Sia's struggle to fight alcohol addiction. The choreography is sometimes aggressive and sometimes very passive, which highlights the struggle within the girl herself. Calvin Harris's This is What You Came For featuring Rihanna is a hybrid music video. It has both performance based and also special effects based elements in it. In the music video, Rihanna is first seen standing and singing inside of a white cube, which is then projected with many visuals whilst she's singing. This has ensured a visually rich video that could potentially catch the audience's attention. The pop music culture has continuously expanded a lot ever since, and so have the music videos. Music videos nowadays incorporate multiple genres in order to catch the audiences' attention to increase click views.
|
AuthorYasmin Chong. ArchivesCategories |