(Task 1) What is the main purpose of a music video?The main purpose of making music video is to add a visual element that supports the song and the music video. It also encourages the fan to buy the music track on a CD. Artists can use different types of forms for their music video such as digital-movie, stop-motion, animation etc.  Artists would use images to show the meaning of the lyrics and what genre the music is in. Music videos also promote the artist by allowing the fans see the artist as he or she performs the song.  It also gives them a better understanding what music is about. You can use artwork to highlight your message to the audience.  

Extension of Income.

You can also use music video for marketing campaign as well. Michael Jackson created a music video called Thriller where it sold over 9 million CDs. The also got the extras to dress up as zombies in his music video. The video itself became as famous as the song it was made to support. Having a music video on social media like YouTube or Facebook helps to generate sales of the music track and increase income. This may also encourage fans to buy promotional material like T-shirts and wristbands. Independent ArtistThis is when a music band is unknown and they have not signed a deal with a record company. They can get fans by singing their songs in night clubs and a music concerts. They can also create a Facebook page and get people to join it. They can also sing their song on the radio where people

can listen to it and they might like it. They should release some of their songs onto YouTube as well. They can also have to self-publish their CDS as well. 

SynergyThis is when two companies that is in the music industry might work together. Where the artist will use scenes from a movie, this will help to promote the movie as well as the artist. Whenever the movie “Twilight New Moon” was coming out there was an artist called Paramore Decode who performed the soundtrack for the movie. It also helped her to get more fans, her soundtrack was aimed at teenage girls. The music video had gotten over 77 million views on YouTube as well. Locations

Whenever an Artist is doing a music video it’s important for them to decide on the locations. If an artist was doing a Hip Hop music video, they will mostly go for clubs where there will be alcohol. They will also have cars, brands, clothing etc. The music video will also be in the day and not at night.     

 Product PlacementSometimes music Artist will use a product in their music video. Lady Gaga had a music video called “Telephone” where she featured Diet Coke and Virgin Mobile. Another Artist called Britney Spears had made a song called “Hold it Against Me” She had products placed in her music video. The products she used in her music video were worth $500,000. 

Producers StrategiesProducers have a lot of different strategies to help make a music video successful. For example, they may allow product placement in the music video and gain income from the advertising. Or a music video might be released at the time of an event. The most usual example of this is when artists release new tracks and videos in the run up to Christmas. Producers will sometimes fund the video production costs because they think it will help sales of the track or album. Producers will also organise tours and concerts for the artist in order to promote music sales. A producer will also make sure that the artist’s music is protected under Copyright Law where it will stop people from using artist’s song. The main goal for a producer is to get profit, they can do this by advertising. They can also put the music video onto websites such as YouTube and

Sony Music Entertainment.  There are small (Independent companies) producers where they would give the artist small amount of money, while a big producer will give the artist more money. There is also a term called “Niche market” this means that there is a small amount of fans that like that artist. Whenever a small Independent producer has worked on music videos it will help to develop their career.  Sometimes the artist will make their music video on their own without any help from the producer. Artists often do this in order to stay independent and write the kind of music they want to write instead of what the producer wants or thinks will sell records.  It will also get more fans as well. Producers will sometimes give advice to the artist about how they should dress and present themselves in order to ensure that they sell records. 

A Producer had advised an artist called Britney to dress up as a School girl in her song called “Hit Me” and in order to target teenagers and encourage them to buy her song. Artist will often dress up in their music video as well.  What is Artist Self-produced?There are some artists that are unknown and they want to start their music career (Artist Self-produced). They use YouTube where they would upload a song. American talent manager, Scooter Braun had come across Justin Biebers song on YouTube and he became his manger.  Another music artist called Taylor Davis has her own Music Channel on YouTube where she would use musical instrument such as the violin. She did a music video on Gladiator, Game of Thrones, Skyrim etc. She did a music video on The Last of Us

where she dressed up as a game character called Ellie. She would often use cutaways of her walking into an abandoned village. This is to give the feel that zombie apocalypse had happened. Taylor Davies has gained many fans because of her YouTube Channel.  Known ArtistSome known artist could use YouTube to promote their song, for example Gangham Style was first video to receive 1 billion views on YouTube. It also won an award for best video at MTV Europe music Awards as well. Sometimes music artist would work with movie studios. For example, Sam Smith created a soundtrack called “Writing’s on the Wall” and that song was used in the Spectre movie in the opening credits. Sam was also nominated for an Academy Awards as well.

  ConventionsDuring pre-production for a music video, they have to decided what they will need for their music video such as:

Camera ShotsFor the artist’s music video, they have to decide which locations to use. They also need to decide what different camera shots they will need such as wide shots, close ups and mid shots. Some music videos they will use close ups to show the emotions of the artist and show them singing as well.Camera MovementThey also have to decide what camera movement they want to use for their music video.  They can use tilts, pans tracking and crane shots to follow the artist or band.Target Audience

It’s important to decide what target audience the artist is aiming for such as age and gender.

BudgetAs music videos cost lot money to make it’s important for the artist to decide how much money they will need and where it is going to such as cameras, props, dancers, lights etc. According to a website called IMDB. it is estimated that Michael Jackson had spent $1,100,000 to make his music video “Thriller”.Mise-en-sceneThis means what performer and props they are going to use for their music video. They also have to decide what lighting they are going to use, if they use dark lighting that could lead to angry or depressing feeling in the music video and it will reflect to the audience.

Music ArtistThe term Music Artist is used to describe a person who performs or creates music. A composer called Hans Zimmer created music to be used in movies such as Lion King, Dark Night, Inception, and Interstellar etc. He has also created music to be used in games such as Modern Warfare 2.

(Task 2) Comparing two music videos.For this task I have chosen

•Writing on the Wall, by Sam Smith, and

•Let the River Run performed by Mairead Carlin and Damian McGinty.

My first music video is the theme form the movie Spectre.

The approach taken in these two music videos is very different. The video for Writing on the Wall from the Spectre movie is made up of special effects and motion graphics. The video makes a lot of use of chroma keying where performers are videoed against a green screen performing various dances and other movements which are then composited together with special effects made in software like Adobe After Effects. The music video also makes use of a lot of black-and-white imagery as well as silhouettes adding to the sombre mood. When these images are combined with the lyrics of the song they add to the power of the song by encouraging the audience to develop empathy with the film's main character; James Bond. There are very few jump cuts in this video. Instead, the producer has chosen to use blending transitions in order to create a dreamlike sequence. The

whole video is aimed at creating a fantasy world that the audience can believe in. You will notice while the performers are dancing that some of their body is on fire. You will also notice that there is an Octopus, which is on fire. It then fades into a real life Octopus. They also use a glass effect where you can see the past villains that happened in the past. They also use a fire effect throughout the scene as well. They also a technique where James Bond was holding a gun you see the octopus on his gun while he fires it and you see the dancers getting shot as well. Videos like this are very expensive to make and require a lot of investment. However, when they are made to support a major movie like James Bond the investment is often worthwhile.

https://youtu.be/kmIcsr6Q8bU 

 My second music video is called Let the River Run. Sometimes organisations and promoters will create a music video specially to promote an event or a service. An example of this is the song “Let the River Run” which was used to promote Derry's hosting of the City of Culture 2013.The music invites people from all over the world to come to Derry.  In the opening shot they used a drone or a helicopter to fly around the Peace Bridge and the Guildhall. Then they used the fade in tool where the singer appears in the video and she starts singing the song as well. They also did a wide shot and a close up shot of her in the video. They also use cutaways of the Guildhall while she is still singing.  All of the pictures and images that are used in the music video are designed to encourage people to see Derry in a positive light

and to want to come to visit the city. The song itself is in the genre of inspirational music and is quite heartwarming and uplifting. In contrast to Writing on the Wall which created a fantasy world, Let the River Run relies on images of the real world Derry in a way that encourages visitors to visit the city.https://youtu.be/pkzrDVDu62Q The music videos that I have chosen and talked about (above) are really different from each other. The Spector movie was really dark and they used Special affects throughout the scene. In the music video called “Let the River Run” it was very colourful and it was also bright and uplifting.    (Task 3) Secret World.

A local Music Artist

In this part of the task I have chosen a local artist called Mickey Joe Harte. My Uncle, my dad and I helped film my Dads song called Secret World with Mickey Joe Harte. We filmed our video at our house where they sing a song which my dad wrote weeks before. My job was to record them singing the song. I used a camera called Cannon XF 300 to film my video I used different types of camera techniques such as close ups and wide shots. As they were singing the song in different tasks I was able to move the camera to different locations to get different shots of them performing. We went onto Premier Pro where we look at our footage, we found that the lip sinking was not right so what we did was we used close up shots of their guitar to cover that up. We listened to the song and we listened to what they are singing about. In the one of the parts of the song they were singing about

waves so we went out to a beach and we got our own footage. In one of the scenes we have me looking out to the waves, I thought that scene went really well with the song as well. We also went into Video Blocks and Audio blocks where we look the scenes what the websites has to offer and we download the footage which we thought will work. We decided that we only put the footage that we download into black and white. The reason why we did this it’s because whenever you put a scene into black and white that. We also decided that we keep the singers in colour the reason for this it’s because they are telling a story.

Meaning. Secret world is about the experience of people who are living with a mental health condition.

Content. The song is about a person who is trying to find someone who can listen to him and understand him.

Imagery. The words in the song are meant to paint a dark picture that people are often scared of but that people who have a mental health condition have to live with.

Narrative. The lyrics are written as a first person narrative and are a plea for understanding.

Duration. This means the length of time the song takes to perform. Secret world runs for five minutes and 43 seconds.

Pace. Pace refers to the beat or rhythm of the song. Secret word is sung as a ballad and has a slow reflective rhythm.

Style. The song is written in the style of a ballad.

Performers style. Because the song Secret World is very intense and angry the performers allow that anger to come through in the way they sing.

Performers image. The performers did not dress up in any particular way to perform this song so as not to interfere with the words of the song.

Video style. The footage used in the music video we made was rendered out in black-and-white so as to add to the sombre mood of the song.

CostumesArtists also have to decide what type of clothes the dancers are going to wear for their music video. They also have to make sure that costume goes

well with the scene and it reflects the music video.  In-concertAnother way for an artist is to get more fans and earn income is to a concert. Where People will have to buy a tickets to see the artist. The Audience can listen to the artist’s songs as well. The Artist can also decide to have a live broadcast as well. HomageThis is when an artist will create a music video will pay respect to something or something they like. This will also encourage fans to engage of the music video. Influence of commercialsThis is when an artist will create a music video for advertisement where they will advertise a product in their music video.

 SurrealistSometimes an Artist will use a technique called surrealist. This is to put an Image in the background to make the audience find it absurd. The reason why an artist is to get the audience to remember the song after they have seen it. PasticheThis is when an artist will copy someone’s style of music video. They usual do this has light herded and the artist has respect to that person. ReferencingThis is when artist will use this technique to refer to a person, film or even historical event. If two artists promote one another they could get more fans. Interpretative

As people have different tastes in music where they might like rock songs, dark songs and many more. Whenever the Artists has created their song and they have released it and the public have seen it. The Viewers will interpretative the song differently some might like it where as some might hate it.   Narrative Whenever My Uncle and his friend Mickey Joe was singing my Dads song called “A Secret World” They were also playing a musical instrument as well. This technique can also be used for to tell a story in a music video. Stop Motion AnimationSometimes an artist will do a stop motion music video. An Artist(s) called Jamie Kennedy and Stu Stone created a song called “Circle Circle Dot Dot” They used Lego animation for their music video. The Viewer can

see the Lego people move around and interact of things. They also used a music track where it helps the video to go forward. Artist can also use computers for 3D animation. Were they can have 3d animate where they can move around and do things. The Artists who created a music video called “Gorillaz”   DigitalSometimes an artist can choose to do their song as Digital. Kate Perry would often do her song as Digital. The Viewer will see her and they will also see things around her.    Music Video ColourMusic artists will often use different types of colour for their music video.

They could use dark colour for their music video for rock songs or for songs that are sad. They could use a light colour if they were doing a pop music video. 

Conventions  

 Song’s meaningWhenever an artist is creating a music video they will create a meaning to the song. They will also have images, props and customs that reflect the song.  An Artist called Kate Perry did a music video called “Dark Horse” At the start of the video the viewer will see a boat in the river and they will see what she is wearing. The viewer will also see text on screen as well. Where it says about Egypt. There will also be scenes

from Egypt and props that reflect Egypt as well. She will also have extras where they will be dressed up as Egyptian Characters. In her music video she often will use Special effects in her music video.  The reason why I did my music video it’s because I wanted to create a memory of The City if Culture and the events happened after that in Derry. My music video would reflect that.

  Lyric interpretationThis is when an artist is creating song and they will match the background with the song an example is Kitty Perry’s song called “Dark Horse” where she has scenes of Egypt. 

 Techniques  

Cutting to beatWhenever someone is editing a band on an editing Software. Whenever the Artist has stopped singing, the artist may decide to cut to artist who is playing drums, to keep the music video going forward and keep the audience interested.     Lip syncWhenever the band is performing on the stage there will be more than one camera filming them. They may use a digital audio recorder and they will put it at the stage. Where they can have 6 microphones and they can pick up good quality audio. The editor has to make sure that the lip sync matches up with the video. MimingWhenever a band is on stage and they are singing the song, however they are not singing. The Studio will

play a CD in the background of the song and the band just have to mime.  EffectsIn Eurovision there was (Russia) artist singing on the stage and they used effects to add to the feel of their song. Eurovision was done live as well. Some music videos can use a software called After effects where you add in effects.

      Camera movements/ Camera AnglesIn Eurovision and other concerts, they have different camera

movements. At the start of Eurovision, it will have a shot from a bird eye view of the stage. It will have a close up shot of the artist. Where they will show you the artist and they start of the song. They also use different camera movements throw out of the song such as close up, wide shots, side shots etc. I will also provide a link to the video for you to see.    

https://www.youtube.com/watch?v=e94dst20C9Y     Chroma keyWhenever they are filming their song they also used a green screen. On a software called Premier Pro it has a feature called Ultra key. Where they can remove the background and they

can put any image they want in the background.

PlaybackIn every editing software such as Premier Pro and Final Cut they have a feature where you can playback your video. This technique allows you to see if you made any mistakes you have made.  

  LibrariesA website called YouTube has music where people can download and they can use the music for free.  Video archivesA website called video blocks has a variety of different types of footage you can use. There are free videos and some of them cost money. 

(Task 4)Planning my Music VideoIn this part of the assignment I have to plan out my music video. I also have to decide if I’m going to do digital-movie, stop-motion or animation.  I will listen to different types of music videos on YouTube and see what techniques and editing styles they use for their music videos. This will help me for my music video because I can use their editing techniques. I have two options that I can chose from such as create my own song are use a song that someone else made.  I decided that I will make my music video on my own.  I also have to create a storyboard for my music so that I have a clear idea what my music video will look like. The Story board will also help me to decided what camera shots I will need such as wide shots and close ups. I’ll be using Premier Pro to edit my music video

and use Premier Pro features as well. Whenever I have finished editing my music video on Premier Pro, I will also have to use software called Adobe Encoder where it will render my music video. I will also be able to put my music video on a pen drive.  Why did I choose this song?For my music video I have decided that Ill will use the song, “Let the River Run”.  I decided that I would use the song as the soundtrack for my music video. The main reason why I chosen to use this song it’s because I have filmed many events throughout the years which where hosted here in Derry. I also had to get all of my footage and make sure that they are in good quality. So I went onto my computer and I got all of my footage. I put all of my videos on Premier Pro and I see which of my video goes well with the song. I looked at all of the

footage which I have and I also created a story broad. I also provided my story broad in this document, below.  Pre-ProductionIn this part I have to plan out how my music video is going to look. I got all of my footage that I have recorded throughout the years. I had watched the video called “Let the River Run” and I listen to music video and listen to what they were singing. I had created a story board to help me to decided which footage I should use and where. I will also provide my story board, which I have put my Story board. Production logI was editing my video 3-15 May 2016, I also had to make sure that I hand in my music video on the 19th May. I also worked on my music video at my home on Premier Pro as well.

  Story board 

      

               

      What My Story board looks like at the finished project.

At the Start of my music video the viewer will text on the screen, the viewer will also hear the singer singing as well Then the it will fade into the singer. There will also be cutaways of the footage which I filmed throughout the years. The Music video will also reflect what life was like here and the events which I went to. I had listen to the song and I listen to what she was singing about. Apart of the song she was singing about the Northern Lights so I

went onto my computer and I looked at footage that had lights. Then she sings about the streets so I got footage for that as well. The viewer will see only few seconds of my footage, it’s also tells the viewers what live was like here, it also keeps the music video moving forward. I also decided that I will cut back to the two singers singing as well. I also showed many other scenes that happened after The City of Culture such as Bill Clinton, St Patrick’s day, Temple etc. At the ending scene the video will cut back to the lead singer. I thought The Song called “Let the River run” was really well done as well. My music video is also 2:54 mins long.           My WorkAs I film events throughout the years I didn’t need to record any more events. I was also the editor and I was

the director as well. So this music video was my responsibly. The Story board was a great help to me I was able to look at it for a guild.    Manage productionAs I was working on my own I was able to manage my music video. Where I was able to get all of the footage and edit my music video and I don’t have to get on to people. I also worked on Eoin Godey’s music video. Where he was a stop motion animation video. Where I had to take pictures of his Lego people. So when he edited the video, it will make it look like that the Lego people are moving on their own.      Copyright Even though I have used somebody else's work by using the song “Let the River Run” and some of the footage I have not broken any copyright rules

in the UK as I am using the material for educational purposes only and music video will come under Fair Use.  Risk assessmentsI was filming my music video throughout the years I had to make sure that my camera does not get wet from the rain, the rain can get inside the camera and damage it. I also had to make sure that I had a good grip on the camera. If I accidentally let, go and the camera falls it can also damage the camera.     Final ReviewI am really happy of my music video I thought the video went really well. I wanted to do to a memory of The City of Culture and the events happened after that. My music video helped reflect the events happened here.

The people who I showed it to liked it, which I am really pleased. I really like the soundtrack that I used both the footage and the soundtrack go really well with each other.