RESEARCH: Carol Vernallis

Carol Vernallis

‘Experiencing Music: Aesthetics and Cultural Context – 2004, Summary

Carol Vernallis studies editing and camerawork in music videos.

In her studies, Vernallis observed that edits in music videos comes much more frequently than in films. She notes that many of these music videos tend to be of a disjuncture form and that the editing appears to have a rhythmic basis closely related to the song.

The main points of Vernallis’ studies are:

• The usual rules of ‘continuity’ editing (usually seen in broadcast fiction) are broken to draw attention to what is on the screen
• Edits may be really obvious, again to draw attention
• Jump cuts are used regularly
• A base track/master shot is frequently used to give the video structure
• And the camera may move in time with the music

Examples:

• An example of a music video that uses obvious edits is Bang Bang Bang by Mark Ronson & The Business Intl

This video uses edits in high-quality way. The addition of the space like features, with the spark of lights pointed out of the fingers at the ‘bang bang bang’ it gives the music video a different  element to that of broadcast television. There are also various wipes, sped up motions (when the music gets faster) and elements of slow motion towards the end.

• An example of a mucsic video that uses a master shot (base track) to give the video structure is Dani California by Red Hot Chilli Peppers

In this video various base tracks are used to imitate the artists as others performing on stage from different genres, the mise en scene is used highly to create this effect which makes a very good video.

• An example of a music video where the camera moves in time with the music is Wings by Little Mix

In this video the camera and actions moves in time with the music and the beat of the music, to give the video an upbeat feel.

RESEARCH: Andrew Goodwin

Andrew Goodwin

‘Dancing in the Distraction Factory’- 1993, Summary

Andrew Goodwin’s theory gives us an insight about the structure of music videos.  Todorov is a the usual structure of films containing the equilibrium, a balance, disequilibrium, a problem and equilibrium, the solution to the problem, according to Goodwin this structure usually seen in films does not apply to music videos as they approach narrative from a different angle to novels and films.

As Goodwin notes the reasons why music videos have a different narrative structure are as follows:

1.     Pop videos are built around the song and songs do not hold the structure of Todorov.

2.     The pop video uses the singer as both the narrator and as a character

3.     The artist normally looks into the camera directly, which tries to involve the viewer at home with the performance.

As Goodwin puts pop videos rely on repetition, often it repeats images in the way the song repeats the lines and/or chorus. This repetition, also seen through plays on the TV, radio and advertisement, allows the audience to become familiar with the genre and have certain expectations about what to expect when we see a song from a certain genre. Pop songs, in this way, do not have a formal ending, compared to that of films. Songs are usually 3 minutes long and so ends in a very quick time, this means that there structure is different as they usually end in a climax or use various repetitions till the end. Though as Goodwin sees, some music videos can particularly be different from the norm. The video may be created for simply the visual entertainment of the viewer to attract several viewing of the video, therefore promoting the single. And some music videos are used to promote the film it is based on.

There are 3 relations between songs and videos:

1.     Illustration: where the video tells the story of the song

2.     Amplification: when the video introduces new meanings, which does not contradict the lyrics but adds new levels of meaning

3.     Disjuncture: where there is little connection between the video and the lyrics

Some videos, as noted also, have recognisable features. Women in many are presented as objects, in some a different musical element can be identified with a certain object and most videos are usually produced to appeal to a wide range of viewers, containing elements such as young photos to appeal to a younger/older audience.

 

RESEARCH: Video analysis

An example music video that uses the functions of a music video well

From revising the functions of a music video beforehand, i have picked Lilly Allen- Littlest Things as an example of how these functions are used to its best abilities, in a more modern video.

This video uses mise en scene to create a feeling that the video was made in the 1960s or so, and in relation the makeup, hair, clothing and objects are set accordingly. The black and white filter too gives it an older sense, and this can relate to the lyrics of the song which is about a dying relationship. 

In the song edits are used to give it a different dimension from that of a TV broadcast. There are various elements of cuts and small elements of special effects with certain scenes and the self played piano at 1:49 and the black and white filter is an edition to this editing. The editing has a connection to the song and flows with its beat.

The performance in the song enhances its effects, the performance has a link to the song lyrics and also tell the story of the lyrics themselves, telling the narrative of the story.

Also as seen in the video at every verse and chorus there is different imagery and different scenes to make the video flow and to continue the journey of the song lyrics.

And as all music videos the story of the song is condensed to tell the account in a quick sense to fit the songs length but to tell us in a way that is different from that of TV and film. 

RESEARCH: Function of a music video

The functions of a music video

Music Videos have many different functions in according to its purpose between the artist and their audience.

Music videos are important because:

•     They bring out a new dimension to a song

AND

•    They allow artists to shape their image.

Music videos provide certain common elements that can been seen in the majority of music videos produced, these include:     Rapid editing

•  Performance
• Mise en scene to enhance the video’s effects
•  Verse/ chorus having different imagery
•  Condensed narrative.

Research: Artist Options

These are a few of the female artists we have decided on. I have decided to research them further to try and develop the type of personality our artist will have.


gif animator picasion
These are images of famous Indie Pop singers: Kate Nash, Eliza Doolittle, Lily Allen & Ellie Goulding. 

Research: Pop & Indie Pop

Pop is an abbreviation of Popular. Pop music is often the highest selling genre of music in the charts. Some famous pop singers are Britney Spears and Madonna. They are most often represented in the point of view of ‘The male gaze’ to make them look more attractive, by using sex appeal.

Madonna Performing

Whereas Indie Pop is a rare sub-genre in pop music, the genre is more about the songs than the singers appearances, indie pop is more independent and not like one of the common mainstreams around most of the singers aren’t as well-known as pop singers, one of the most popular Indie Pop singers is probably Kate Nash.

Kate Nash Performing

 As you can see from the photos Pop and Indie Pop are different genres with completely different styles in all aspects.

RESEARCH: Copyrite Clearance Letter

Moshi Moshi Records                
8-10 Rhoda Street
London
E2 7EF

Dear Sir/Madam,

Request for Copyright Permission to use part or whole of: Merry Happy by Kate Nash

I am a student of A Level Media Studies and for my Advanced Portfolio I will be working in a group to produce a promotional package for the release of a new album track.  I would like to request permission to use the above track for this project. 

The finished project will not be made available publicly and will be used solely for coursework purposes.  The holder of the original copyright will be fully acknowledge in the finished project. 

If you do not hold the rights for this song I should be grateful if you could forward this request to the appropriate person, or return it to me with the contact details in order that I might approach the copyright holder directly.

Yours faithfully