Post modernism & our music video

Post modernism will be presented in our music video as we have used 'Black Swan', which is an independent film, to influence us into filming. The ballet scenes, which will be part of our music video, will be highly inspired by the 'Last Dance Scene' in 'Black Swan'. The ideas of high key lighting will be taken as well as the concept of having a ballet dancer. Our music video will therefore show post modernism as we are taking ideas from an experimental film and making it mainstream by having it shown in a mainstream genre of music; Pop. With the artist we have created, our music video will be viewed by a mass audience making it mainstream and ''normal''.

Music videos that are inspirational

15/10/14

As our music video is about a ballet dancer we chose to look into the 'Last dance scene' from the film Black Swan. I felt that this scene from Black Swan was extremely useful as it created an image in our minds of what we want some of the scenes in our music video to be like. The songs 'Broken Arrow' and 'Gravity' by Pixie Lott is inspirational as it links really well with our concept and the style in which we want to create our music video. While watching these videos we made a few notes around the four macro elements expressed; the way the camera angles and lighting has been positioned as well as the setting used. We did this so that when it comes to constructing our storyboards we know what to sketch.

I really like the idea, from Black Swan, of having the ballet dancing in the centre of the frame with the surrounding being dark and a spotlight shining on the dancer. I think it creates a greater impact as the limelight is on the main dancer and gives that professional feel. It also creates some kind of interaction and relation between the viewer and the dancer as the dancer is expressing her feeling and emotions. The background being dark will connote the dark and down side of her life while her being dressed in light colours will represent her being pure and innocent.

History of music videos

12/09/14 

I decided to look at the history of music videos as i feel that by doing this i will get a better understanding of the styles and themes of music videos and how they have developed over time. By researching this i will get a vague idea on how different colours, styles and themes reflect upon the genre. This is so that when i start planning my music video or the promotional materials i know what to include for my chosen genre.

Music videos have been around since the 1920 however were very simple due to the fact of not having much editing effects and camera movements being very basic. The music videos were basically of the artist singing live as they didn't have access to film using music studios so the videos were live performance. Music videos came out from the idea of 'film' and combining moving image with sound. 

The oldest but yet very popular music video was Bob Dylan's Subterranean Homesick Blues which was released in 1965. The main reason why it was so popular was because of the style; flipping and changing cards that each had a words which was from each line of the song. As the music was playing the visual of the words being shown were in sync. This music video was the very first to include text in the visuals which went in sync with the music.

In the 1970's artists were promoted much better in music videos. Around in 1975 Bohemian Rhapsody by Queen was the first music video in which visual effects were incorporated. Music videos were not as famous, they were only shown in cinemas until Queen released this video which marked the starting of the music video. TV channels were invented where record industry found it the best place to promote their artists.

In the 1990's there were two main types of music video. The first on being conventional music video which consists of fast cut montage and the second being experimental music video which is a non-representational of artists. Most 20th century record companies made their money by selling tangible production.

Music videos over the years have changed incredibly and developed over the years due to technology and changes in style.

Cinematography in music videos contribute to the genre of the video as well as creating an effect due to the camera movements and angles. For example movements being used to create a dynamic feel to stage while close-ups are to predominate an artist creating a sense of intimacy for the viewer. Along with cinematography links into miss-en-scene in which helps emphasis the feel and genre of the song. Editing contributes to the genre of the music video by the way in which clips are cut and put together. For example a fast cut montage creating the feel of tension while a slow pace and gentler transition will create a calm mood. Also having digital effects such as colourisation, split screen and CGI gives the idea of what type of genre it is.

The purpose of music videos is to tell a visual story in which a music can become recognised and famous for due to the video being good. For example:
                      Beyoncé= Crazy in Love
                      Lady Gaga= Poker Face
                      Katy Perry= California Girls
                      Miley Cyrus= Wrecking Ball
                      Rihanna= Rude Boy
                  

                  

They are created to promote or represent the artist/band/record label/brand. 

-to fit with genre. Music video are there to create some sort of buzz in which singles and albums can be sold as well as the artist to the audience. It is a kind of marketing tool for artists and bands to increase airplay song.

Technology developing over the course of years has a great effect as CD sales are falling each year due to people not consuming them but instead downloading them via internet. The 'product' is now being brought online as either a single song or an album. People before use to own music by having a CD collection but nowadays music exists only as an item through an iPod, computer or a mobile phone.

The development of music videos around the years has changed dramatically in the sense that now it involves more with technology due to the development of it. When creating my music video i will have to take this into consideration in being modern so that it is of interest to my target audience. This can be done through the modern style of editing, cinematography and miss-en-scene through the pre-production, production and post-production of my music video.