Treatment Of Music Video

In our group we put together a powerpoint presentation to share with the class our thoughts and ideas for the music video. The powerpoint will help us visualise the video ourselves and will enable us to obtain feedback from the class.

Song Choice and Research Into Genre

Music by local band Moon Street http://soundcloud.com/moon-street

Song Choice- Depression Town   http://snd.sc/P39Krk

The genre of the song is Ska/Punk which I feel is quite unique and would be very interesting to put a video together for. Most popular Ska music comes from the likes of The Specials and Madness who were around in the 1980's. The rhythm is the most distinctive in the genre, which is usually varied.
The Punk elements are the main elements to the song though, it is mainly guitar orientated and although follows the beat of a Ska song it is driven by guitar progressions and breakdowns. The vocals fit the song very well, and interlock very well with the different stages of the song. The change of pace inspires me to want to create different and unusual visual aids. The lyrics to the song are very catchy and would be easy to make someone lip sync to.




MOODYBOARD

Star Image - Justin Bieber

Justin Bieber is a Canadian singer/songwriter and has his very own unique star image. In the beginning it was a combination of his boyish charm and charisma that was the focus of his image, but as he grew up his music and image matured with him. The teenage heartthrob sprung into the limelight very quickly. His initial fan base grew from creating YouTube videos at the very early age of 13 where he was writing his own songs. His songs are usually about girls and romances, which appeal to both genders; as girls feel he might be singing about them and boys may take guidance. His image first formed as a typical teenage boy uploading his songs onto the very popular video website. His videos were recorded with low quality cameras which let the teenage audience feel like it was theirs and could achieve it themselves. He was signed with the label of the well known R&B singer Usher who worked with Bieber on his debut album. This collaboration drew a vast audience for Justin's debut  single "One Time" which became an international hit, revealed on his original YouTube account. The music video for the song was very carefully constructed to convey his image for the debut single for the audience to judge him upon.

The video features typical teenage boy activities; playing computer games and texting girls. A phone call from Usher is received where Justin chats as if best friends. This was necessary in the video to gain Justin some recognition as Usher fan's would be interested in this new talent that he is commending. It appears that they are at Usher's house and Justin throws a party whilst Usher is out, a familiar stunt pulled by teenagers all over the world. The performance of the video is very important to showcase his talent. Close ups of him lip syncing and mid close ups are used to present to the audience Justin, lifting one finger in the chorus to his line "One time" which enhances the song. Justin's costume and hair are also key in creating his image, his brown "bangs" (fringe) were very much the fashion in 2009 and is the feature that audiences remembered most. His "Streetwise" clothing is cleverly perfected, the fashionable look consisting of baseball caps, hoodies, gold chains and expensive sneakers. This conventional look mimicked current R&B popstars of the time, and gained him success.

Justin released an EP "My World" which features "One Time" and various other singles that charted high in international charts. Performing on the popular american daytime television chat show "Ellen", with Ellen Degeneres, boosted his stardom as this is where audiences got to see him perform his hit and talk to Ellen. His dance moves during his performance were very Hip Hop styled, with backing dancers copying his moves. The dance moves are a key element to Justin Bieber's live performances as they give the song energy and keep the audience entertained. In the interview he charmed Ellen and a couple of fangirls came up to meet him. This sets a down to earth image of the star, and re-establishing the fact he's a average teenage boy. 

A year after "My World" was released Bieber release a full length album, with the name "My World 2.0". The idea that it follows closely with the songs on his first album and "2.0" gives it a trendy and up to date touch, with other media products using the same idea of the use of technology to keep things current. Justin collaborated with well known rapper Ludacris on his huge single "Baby". The lyrics are about a supposed love interest, but are quite tame and adolescent. The introduction of Ludacris rapping adds another element to his appeal, delving further into the R&B root of the pop genre.

A 3-D biopic/concert film was released into cinemas to accompany the release of "My World 2.0". In the film, Justin runs through his usual routine of inviting fans onstage where he serenades them and gives free tickets to other random fans. This connectivity with his fans is important for his image, as his female teenage audience believes that he is accessible and compassionate. The film boosts his appeal and shows a sensitive side to his audience. The colours used on the films posters and worn by the singer are mainly whites and purples. Purple has the connotations of ambition, the film's story revolves around Justin's drive to success, also could be seen as a fairly feminine colour so would attract a female audience. The colours are also a little more maturer.

Justin Bieber's latest album "Believe" features a much more matured and edgy style that has transformed Bieber's image. His first release "Boyfriend" is more R&B and is a definite departure from the former teen-pop genre. The most immediate change we see is Justin's change of hairstyle, a trendy and more sophisticated look. The album reveals his new found sexual maturity as well as lyrics to the songs become more risqué. The album cover uses bolder font, all in capitals. This could replicate Justin's new bold image of being more mature. The colours are warm, fire oranges and reds, that give off the sensation of heat which pertains with the content. These colours also have the connotations of desire which his lyrics coincide with. The gaze of the singers eyes looking away from the camera makes him appear mysterious as buyer would want to know what is on Justin's mind. His gaze also affairs with the idea of covetousness, a heavy theme with his new look. In concert it is plain to see that he has developed as an R&B star, as his dance moves become almost as equal importance to the singing.

 

The star often uses social media platforms to update to his 29 million followers on twitter of his current activities and music releases. He regularly tweets back to fans which enhances the contactable image his fans perceive. Justin Bieber will forever be able to adapt his image to fit in with current fashions of the music world. As he grows up, his image will always consider his fans who grow up with him.

Analysis Of Music Video

Bloc Party- Octopus

This video is an abstract and showcase music video, using fast paced edits to enhance the beat and pace of the song. The song plays out to be a guitar based indie rock tune, with a fast strum pattern. The video reflects this strum pattern by replaying a short shot multiple times, in time with the guitar. The first five seconds of the video is a shot of the drummer bouncing along to the song, but it is being played very quietly. This works as an introduction, and gives the piece a "still in construction"style to the video. Another element that follows this theme is around two minutes into the video where members of the band individually perform in front of a green screen. The edges of the screen have not been cropped and so lights and crew members can be seen either side holding the screen taught. The beginning minute of the video focuses mainly on the band, letting them showcase the song.

Analysis of Music Videos

Abstract: Arctic Monkeys- Don't Sit Down 'Cause I've Moved Your Chair

This video moves at a very quick pace, in time with the song's beat. It is an abstract piece, although it does feature the band performing the song in a large room. There are shots of the lead singer reciting the lyrics throughout the video, which glues the video together with the song.

Analysis Of Music Video

Splashh- All I Wanna Do

This music video is for the lo-fi indie rock group Splashh, the video fits into the abstract field of music videos as there is no narrative. There are elements of performance in the video, mainly of which the lead singer lip-sincs staring straight into the camera. The video relys on lo-fi vhs style edits and other techniques and effects to appeal to the audience. At the begining of the video the TV fuzz flickers with the words "Splashh" and "All I Wanna Do" waving across. The font reminds us of the 1990's where TV shows would have similar fonts. 

Analysis Of Music Video

The Horrors- Still Life

This music video is a very lively piece, conveying emotion and capturing the mood and tempo of the song. The song sounds very psychedelic and has an almost a 1980's synth-pop feel to it which the director has illustrated and amplifies within this video. The type of video at hand is a combination of performance and abstract, which intertwine very effectively. This video is shot quite simplistically, with members of the band performing against a backdrop of various imagery. The music video boasts vivid bright colours used as filters and various pieces of archive footage to illustrate the image of the band. A lot of post production editing has been used, such as sun glare and filters that make the imagery look vintage. Shots of the bands lead singer are very close up and feature often, to present the audience with the "star" of the band. Some shots have been edited so that other members overlay different shots with the lead singer fading to a transparency that allows the video to flow, showcasing other band members and the imagery in the background. Lighting is used very cleverly at the end of the video, a back light shines onto the back of the band members' heads, creating a silhouette which has been blended in with the background so we just see an outline. At the very end of the video a light moves from above backwards and forwards so only a part of the face is seen at a time, this draws the video to a close as the colours get darker. The lead singer is wearing skinny fitting shirts and trousers, both reminiscent of 1980's fashion. The plain black and white colouring of his clothes emphasise the boldness of the colour within the video. Also his unique barnet is a use of iconography for the band, as well as skinny fitting suits- a more mature and preppy look, suits a young adult target audience. Most shots of the lead singer are close ups, this is used to show his lips moving and so that some emotion is conceived. The shots overlay of the lead singers head turned at different angles. The start of the video is slightly more dimlighted and focuses on the bands faces, until the main chorus kicks in to which we see the whole band playing from a long shot. A kaleidoscopic effect is used on the shot of the synthesizer, which matches the sound of the synthesizer being played in the song. Skys and landscapes are used as backgrounds and blend within the screen. A wave comes crashing down the the band, which then cuts to a series of archive footage of microscopic life to buds opening in spring. This montage is a break from the rest of the video and keeps the audience entertained, the vintage effect used on the footage keeps with in the theme of the video. Towards the end of the video the band are silhoutted and the main focus is the backdrops of vibrant landscapes with the time elapsed. The silouhetted band are shot with long shots, each member popping up and fading out. This marks the end of the video as the filter gets dimmer and dimmer, in timing with the volume of the song drowning out.