Unit 29: Music video Production Task 2 - "You're Beautiful" cont.

Conventions

Lyric interpretation in music videos is when the lyrics match the visuals on screen, when the video actually links to what the artist is singing. Aqua's 'Barbie Girl' shows this perfectly. The characters, setting costume and scenes follow the lyrics strictly. 

Extending or consolidating song's meaning in a music video is when mise en scene is used to further push the deeper, subtle meaning of a song.

Allusion in music videos is when an artist slyly refers to a circumstance from outside the music industry. Taylor Swift uses this in her video for 'Love Story". As it compares to the famous literature love story of Romeo and Juliet.

Links to other artists is when a video includes a reference to another artist. 

Techniques 

Cutting to the beat in music videos tends to make use of the tempo of the track to drive the editing and may emphasise particular sounds by focusing on instruments etc. The White Stripes 'Hardest Button To Button' uses cutting to the beat throughout the song.

Effects include stop motion, green screen and CGI. Michael Jackson's first ever music video for 'Don't Stop Til You Get Enough' began the birth of the green screen era. A space effect is used in the background as Michael performs his first hit. The post-production technique chroma key is also used in this music video. As green screen is used, the video process of laying two images/videos together is needed. 

Miming and lip sync is used in lots of music videos. Nickelback's 'Rockstar' includes different people miming along to the bands recorded song. This adds some fun and entertainment as people relate to the scenarios of the song. 

Multi-Mage is a technique used when multiple videos are on one screen. Example's video for 'Kickstarts' uses this to show all the characters and different scenarios revolving around the theme of love. 

Camera Movements in music video may accompany movement of performers or used to create a more dynamic feel to stage performances e.g.. circling performers on stage. Close-up's are used to show the artist as a star but also as a commodity for sale like a product. Kiesza's 'Hideaway' is an example of a one shot, tracking shot.