AS 2 - Task Two - Analyse the artist

The artist that we have decided to go with to create our music video is Austin Mahone, he mainly sings songs on the teen pop and dance pop genre which would appeal more so to the younger generation that are teenagers or slightly younger. Austin Mahone came to fame in 2011 meaning that he was only 15, he was born on 4th April 1996 in San Antonio which is located in Texas, and he grew up with only his mother because his father died when he was 1 1/2 years old.

Austin Mahone is seen to the older generation as just another singer but to the younger generation they would look up to him and the girls would find him as an attractive person, this is shown in one of his music videos where it was at a live performance at multiple destinations singing with some fans sat on stage and all they wanted to do was try and kiss him, hug him and take picture because they was that happy to be sat on the stage while he was singing.

Austin Mahone began his career by posting videos on YouTube in June 2010.More music videos followed, and by January 2011 he began to build an online following. In October 2011, Mahone posted a video covering Justin Bieber's "Mistletoe”. On February 14, 2012, Mahone independently released his first single, "11:11", to iTunes. On June 4, 2012, he released his debut EP, Extended Play, in Japan only. With his second single, "Say Somethin", being released worldwide the following day. On August 28, 2012, Mahone announced that he had been officially signed to Chase/Universal Republic Records. In November 2012, Mahone signed a deal to become the new "Teen Ambassador" for Lil Wayne's Trukfit fashion clothing line.

He has filmed commercials for McDonald's and Hot Nuts, a Mexican snack. On December 3 2012, Mahone released a song titled "Say You're Just a Friend" featuring rapper Flo Rida as a digital download. He later dropped the piano version of the song and revealed why he released the piano rendition of the song, explaining "I knew my fans love the original version, but I saw a lot of comments saying that they couldn't really hear my voice, so I wanted to reassure them that I can sing the song. I thought it'd be cool to not only have the original version but also the piano version and change it up”.

In June 2013, Mahone released a song called "What About Love". The music video won MTV's Artists to Watch at MTV Video Music Awards, and he was chosen as one of the opening acts of Taylor Swift's Red Tour. In December 2013, Mahone was named a "Digital and Brand Strategist" for Aquafina's FlavorSplash, a new line of flavored sparkling water targeted towards teens. On October 17, 2013, he kicked off his first ever headlining tour, MTV's Artist to Watch Tour. On November 13, Mahone released a song "Banga Banga" as a promotional single. "Mmm yeah" was released as the lead single from The Secret, his second EP, on January 27, 2014. The Secret was later released on May 27, 2014. On July 25, 2014, Mahone kicked off his second headlining tour, Austin Mahone: Live on Tour. During 2014 and 2015, he continued to independently release new music for his fans.

AS2 Task 1- Choosing the track/gaining permission

The song I have chosen for my music video is called ‘Say Somethin’ and it is by an artist called Austin Mahone. My group decided to use this track because the artist is not only that well known but the song has a very good beat and rhythm to it and also the lyrics also fit in to the song so when thinking through it my group and I thought we could create our own music video based on these lyrics and it would be better if we use the same lyrics but different music video structure. Also, this song was the most appropriate and easy to mime along to which suggest that the editing stage will be simple to do.  We decided that we’re going to use the green screen room to create images that may not be possible to do due to the fact that it is very difficult to do. For example if we wanted to view the music video in a mansion, we could use the green screen to make it seem like we’re in a mansion or a large private and posh school when filming for our music video.

Below there are screenshots of me asking Austin Mahone through twitter for permission to use his song for our music video. It is important to ask for permission because if we don’t ask, we could be in trouble for copyright and that is a serious offence. The artist has the right to know that their music is being used by other people than themselves and they need to be aware when other people are using their song otherwise the artist has the right to press charges against us. 

Task Two – Understand the styles and conventions of music videos- Different styles of music video

Different styles of Music Video

There are different styles that a music video can be created in. Some styles of music video can be included in narrative based, surrealist, impressionist, pastiche, parody, homage, and intersexual. In this post I would explain these styles and include examples of why and where they have to be used for in certain music videos.

Intertextual

Intertextual reference may be used within a music video which is when the media references another media text. Other music videos use television programmes or films as a starting point to help create a music video. This can either be created by copying the style of the media text they are looking at, or in a parody style. An example of a music video that shows intertextuality is the song ‘Roar’ by Kate Perry. The introduction to the music video references Indiana Jones because it has the same text. Also, the video looks similar to some shots in the Tarzan movie video because we see her wearing a similar outfit and swinging out from side to side in the trees.

Narrative Based

A music video that is narrative based would use a performance as a way to tell a story. Therefore, the performance that is shown on the screen would link to the lyrics of the song and will usually cut between shots of the story. Also, these videos are used to show that the song has a story and it not just about the music. An example of a narrative based music video is the ‘November Rain’ by Guns N’ Roses. We see that the videos begins by showing someone taking pills before they go to sleep, therefore this is the start of the story. The shot then cuts to the band performing the song, and then back to the shot of the story.

Surrealist

Surrealist music video will include anything that are out of the ordinary. The video might not relate to the lyrics. Surreal music videos are usually influenced by a dream or an imagination which is why what you’ll see in the video is something you only can imagine. An example of a surrealist music video is ‘Don’t come around here no more’ by Tom petty and the Heartbreakers which has its own take on Alice in the wonderland. The music video for this song is based upon the fantasy novel and the images seen within the videos matches the book/film.

Pastiche

A pastiche music video is a style that sets out to imitate the style of another artist’s work. It is not included to makes fun of the work, but to celebrate the style it is aiming to imitate. It do this in a respectful way instead of mocking the style. An example of a pastiche music video is ‘candyman’ by Christina Aguilera. This music video is based upon a 1940s World War II theme. She singing with three different hair colour which was brown, red and blonde. The costumes they were wearing in the music video also mimic what would have been worn in the 1940s. The style of music, blues, swing, jazz, is also the same as what would have been at that time.

Impressionist

An impressionist music video would include different shot to make the audience feel a certain way. This style could either help to narrate the story or used to just for entertainment purposes. The shots used can include different aspect, such as locations, people and objects. An example of an impressionist video is ‘somebody that I used to know’ by gotye. The video is very abstract and we see that a man is standing, decorating the walls in which he is covered in paint to blend in. Then a women comes into the shot that is also painted but her pain is taken off which infers that they are now different and someone that he used to know, which illustrate the lyrics.

Parody

A parody music video is one that sets out to mock another style of work. Also it can mimic both the song and the video of the style they are looking at. An example of an artist that create parodies is ‘Weird Al Yankovic’. This artist created the song White and Nerdy which is a parody of the song ‘Ridin Dirty by chamillionaire’. The music mimics the song as well as the video. The parody version of the song sets out to mimic everything the original song stands for. The original song shows ‘gangsters’ going about their business, with the parody showing a “nerd” rapping about his life.

Homage

A homage music video is a music video that sets out to honour another media text. It does not try to mimic it in a bad way like a parody, but to respect it. An example of this is the music video for Digital Love by Draft Punk. The video is a homage to anime, as the video consist of Japanese animation throughout. This video would be a homage to anime as characters can be seen within the video that people recognise. The music matches the visuals as it sounds very futuristic, which is what the soundtrack to the anime sounds like.

Animation 

Animation style is a form of a music video, which enables the whole music video to be animate. The video could either be digitally made by a computer software or hand made by using stop motion. An example of an animated music video is ‘Good morning’ by Kanye west. ‘Good-morning by Kanye West is a good example of an animated music video, the music video for "Good Morning" is essentially the result of Japanese pop artist Takashi Murakami bringing to life the various designs he had composed for Graduation's album artwork through the use of Cel-shaded animation. Also the video is highly detailed background and environment. The video clearly illustrate the creative design and layout of the video and the music video is about a ‘guy that has a busy day ahead of him’. The music video was created by the computer using different software’s to make it. This music video is created very good as the animation is done properly, which the audience will enjoy it. Additionally, animation is used for young children, however it is good because the song is related to the working life, therefore the animation is really good.

Task Two – Understand the styles and conventions of music videos- Different forms of music video

Different Forms of Music Video

Music video can come in different type of form, this can include digital animation, stop motion, in concert footage, as live footage, studio based, cinematic. Different form of videos can be used to represent and portray the song in an entertaining way.

Stop Motion Animation

This is a type of animation technique used to make an object look as though it is moving all by itself. It is achieved by moving an object minimal amounts and then taking a picture each time it is moved. Each photograph is a frame shown within the animation and when played continuously at the right speed it seems as though the object is moving smoothly by itself. Stop motion can consist of drawings, clay figures, dolls, humans, and any other props/objects. It is used to make objects that shouldn't move without any interference and can freely move on their own accord. An example of a music video that uses this is the song ‘Her Morning Elegance’ by Oren Lavie. The camera is looking down at a lady in bed and shows her doing a walking motion although not going anywhere. Also, the background does move and gives the illusion that she is walking along. Objects are then seen moving past which gives the illusion of different settings, although the camera stays at the point throughout the video.

In Concert Footage

In concert footage is used within music videos to show the band actually performing the song with the volume of the concert taken out for the studio version. This technique is used mostly in rock bands to show them performing their songs, usually in an aggressive manner. Using live footage also gives the band an image and shows the audience that they can perform this song live so they will want to go to see them live. This helps boosts publicity and sales for the band. An example of live footage being used in a music video is the song ‘Alive’ by Pearl Jam. The music video shows them playing in front of a large crowd with many close ups of the band and audience members. Close ups of the instruments being played can be seen, and members of the band stage diving into the crowd.  Also, this simply captures the band performing live.

As Live Footage

As live footage is used within music videos to show behind the scenes of the band when they are messing around and not taking everything seriously. The footage is often taken on different times and then compiled together. This is might be done to show the artist talking to fans, having fun with each other. An example of when live footage of the band that’s used within a music video would be in the alternate music video ‘Warning’ by Green Day. This video shows the band members practicing the song, talking to fans, dancing around, breaking objects, getting tattoos, as well as many other things. The clips have been put together to show how much fun the band have together which makes the audience feel closer to the band and feel as though they can relate to the band members which makes the audience like them more.

Cinematic

Some videos are used for ‘illustrative’ purposes and are done in a cinematic fashion. This style makes the music video seem as though it is a short film or movie as it helps tell a story. Cinematic videos will look artistic as there would be a lot of attention to detail when planning the video. The story has to be portrayed within the video, so it needs to link to the lyrics. An example of a cinematic video would be the song ‘For the First Time’ by The Script. This song is about a relationship that has ended but then the couple meet again. The woman in the relationship is said to be ''in bed with a broken heart'' and as this is done as she can be seen in bed upset. The footage of the story line is then cut between the bands performing the song as some sort of narrators. 

Digital Animation

This is animation that is created digitally by using computer software. Digital animation may be used for a music video because it's not limited. The video can include anything the creator wants to involve as they can freely draw out a sketch and then animate it. It may be too expensive for a band to create a live video with lots of interesting visuals, so they may decide to create a digital animation instead that can be done on a computer. An example of digital animation used within a music video would be the song “Feel Good Inc”.By the Gorillaz. They are an English musical project that consist of a virtual band. The band members are four animated creatures from a fantasy universe. This video, has been animated to show them playing instruments like you would see in a real band's video. They can also sit on a floating piece of land which is flying through space with the power from a windmill. This cannot be done without digital animation.

Studio Based Footage

Music videos can also be studio based which shows the artist/s creating the song in the studio. The music video shows the band members performing the song, although the sound may have already been recorded and the footage is just of them lip-synching the song. The footage, either way, is still of the artists within the studio creating the song. This form of video is very simple but effective as it makes the song seem very convincing as the viewer can see the band member’s emotions. An example of when studio footage has been used in a music video would be in the video ‘Wrong’ by Depeche Mode. The singer can be seen performing the song, wearing his headphones and singing into the microphone. The band members are also seen playing, which shows which roles they all have.

Task Five - Understanding the techniques of music videos - 'Elton John and Kiki Dee'

In this task my group and I created a remake music video of ‘Elton John and Kiki Dee’. This showed that we were able to include the key techniques that are relevant in making a successful music video. During the time I was filming this video, I had to make sure there was different shot taken from different angles and I had to re-do the shots that wasn’t done successfully and didn’t look good and try to make it look perfect. When making this video, I found it a bit challenging because I had to make sure I took different shot of the artist to make the editing a success. Additionally, I had to make sure the actors were positioned in the correct place. This was very difficult to do because if I didn’t make the correct shot, the overall film would not look in sync and the lips syncing would look not match to the music, so I had to make sure all this was done correctly to not have no mismatch in the overall video.

Furthermore, we were able to use different types of shot. For example we used many medium shots and close ups shot. Also Sarah was able to guide me and Talha in positioning in the middle so the everything is balanced and we were able to do this properly because we were able to stay in one position and not move too much so the camera was able grab a shot of us two. Finally, during recording we would play the music in the background, so that it is easier in knowing the words which makes it more simple to lip-sync, then when editing we would remove the sound and replace it with the actual music by using ‘youtube converter’.

After I doing that I opened up the software where we would edit the shots we took and to make the lip syncing match with the music. After doing that I able to pick and chose the shots I wanted. As soon as I did that, I started editing the shots together to match the music. Firstly, I inserted the music first before adding the video clip which enable it to be easy for me to edit. Then I had to mark where I wanted the video to begin to match the music, so it can sync together.

After doing that I began to edit everything together and make the shots be in sync with the shot that was taken with the camera. I was able to use the razor tool to take away the parts that was not needed in the video and was not syncing to the music that was being played, therefore when viewers watch the music video they would not see a mismatch in whilst watching it.

After doing that I started, I made sure I lay out the scene so that they could have different effects in it and also has fades that makes the audience know that it’s a music video.

In conclusion I believe that the video was good for a first timer, because the music was able to match up to the clip properly. Also, was able to lay all the shot so that the image changed in time when it needed to do so and make the video flow smoother. The variety of different shot meant that the viewer could be entertained. However, if I could go back to re-edit my music video, there are few changes I would make such as allowing a smoother transaction when going to the next shot. Also, I would make sure that I cut the ending of the video because it was too long. So if I had to I was to go back to do my music video I would make sure I finish the editing. This would mean that the upset would not feel upset because they we’re able to finish watching their music video. On the other hand, I think that the video was a success for the first time of me editing a music video. Additionally, this allowed me to identify my weakness therefore I could practice before I make my real music video, which means that I would have improved by then.

Task Four - Understanding the Techniques of Music Videos – “The Pretender”

For me to be able to understand the techniques of music video, I had to create an animatic for ‘The pretender’s by the Foo Fighters. I made a story board from a 27 second sequence of my choice to help create my animatic. Then I took individual pictures of each shot I wanted and then uploaded it and edited them together on software called premiere pro. I then inserted the soundtrack and ensured that the soundtrack was corresponding to the shots I took for my animatic. After doing that I then exported the completed editing onto Youtube and then uploading it onto my blog. After making my storyboard, I was able to understand that a number of different shots edited together at the right pace can create a right and smooth performance. For example the song I used was a bit fast paced and there were different shots being shown in seconds and these shots were changing at the right time with the music, in another words there were in sync. Therefore, this was able to create the right performance and made the animatic look more effective. However, if I use a slower song for my real music video, fewer shots would have to be used because of the slow pace of the music but the same effect would still be created because the shots would match the space of the song.

Therefore, when making my music video, it is a reliable idea to include a number of different shots which would make my video more memorable. There are different selection of shot to choose from and they are: low angle, high angle, close up, long shots, wide shot, 180 degree, extreme close up and tracking shot. Additionally, the mise-en-scene changes depending on the types of songs. For example, this song does not contain a lot props in it and the area in which the place is filmed seems like a big warehouse that gives them a lot of room, the warehouse contains lighting for the musicians and musician’s equipment such as drums, microphone stands and guitars.

There were many shots throughout the edit that the music video keeps editing back to which is the master shot which contains the whole band however through quick series of edits it seems as if the shot is new and really don't notice it.

The pace of the editing starts off slow changing to the second shot five seconds in, however once the music hits the 16-20 second mark the pace of editing becomes very quick changing between shots every second and even every half second. This makes the video look exciting and different as your watching as if the shots are all different in a way.

In conclusion, after creating this animatic, I learned that the pace of the song does actually have an effect on the editing. As the song I used was a fast paced song meaning that the editing is fast and different shots that is changing is syncing with the beat of the song that is being played. 

Task Three - Understanding the Techniques of Music Videos – Editing to the Beat

Before making my final music video, I was able to use some existing soundtracks and clips to practice on different techniques and styles.  I was able to experiment on different video’s styles and effects. This enabled me to find out what was good with the music and to see if the music would match the video clips. I had to first start the music off and listen to it and try to mark where the beats drops which left ‘markers’ on the timeline to make it as easy as possible when I start editing the clips. I was then able to add all the videos clips of my choice and edit it by cutting it at the exact point where the beat drops. This meant that I was able to use a number of different video clips to get the effects I desire/preferred to use the editing of the video clips. I was then able to use a split screen effect to layer a number of different video clips. I believe that I was able to edit the videos successfully and was able to gain an idea of how I would create the desired effect I need for my real music video editing.

The techniques that I used in the short video may be used in my real music video because they make the image on the screen more interesting to watch. The way the Image is cut to match the beat of the music infers that the audience would not lose an interest in the video, also a number of different type of clips can be used in the real music video I produce and edit.

Using the split screen was a bit challenging at first as I had to ensure that the videos all stayed on at the same time and I had to make sure that there was no black screen that was being shown when watching the final edited clip. This is a really good technique to use when producing my real music video, as this means that more images can be used at the same time and the audience can gain a better idea of what is being shown and what’s going on in the video clip. Special effects are also useful as it means that you can completely change the image that appears on the screen. I was able to use some special effect toward the end of my video as I needed to try different ones out so I could make my final judgement on what one to use for my real music video.