The final product

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This is the final piece of our A2 media production.

The final product has been edited and colour graded in order to make it looks the best it can in relation to the themes of the song.

‘Madam Erica’ – Hot Chick Banged – Practice Edit

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For our practice edit, Gwilym and myself have chosen to take the first 20-30 seconds of ‘Madam Erica’ by the German band Hot Chick Banged, and completely recreate it with the same editing, mise-en-scene and camera work. This video entails a man eating alone at a table (relating to main setting of our video) as well as individual shots of band members which we may include in our original UMV (unofficial music video) for That Handsome Devil.

We are doing this practice shoot to make sure we are able to; edit to the beat, as well as lip sync the visuals to the audio (which we can only do within the last 5 or so seconds). For editing to the beat, we decided that this was the best mutually liked song for it due to the fast paced editing relating to the introduction guitar riff and the drums.

For this practice shoot we aren’t going to hire any actors/musicians, instead Gwilym and I are going to do different parts our selves, an advantage to having individual shots of the band members is that we can multi-role. Gwilym is being; the man at the table, the drummer and the bassist and I am going to be; the singer and both guitarists. For this shoot we have made a list of everything that we shall need: list-for-practice-shootThis is the storyboard for our reproduction of the music video:

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Whilst this practice task was useful, we did not manage to complete the filming and so have bits of the footage from the first 30 seconds of the song, fortunately we did manage to shoot all of the narrative footage needed.

Although we did not finish filming, we did learn an important lesson; when it comes to location, book it and make sure it’s available. We learnt this by not having a location, which is why we did not finish filming.

Thriller – Michael Jackson – Analysis

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Michael Jackson’s Thriller is considered to be revolutionary in the music video world due to it’s short film typing, along with it being the first big budget music video, as well as it being the first being directed by a Hollywood director (that being John Landis (known from IMDb among other sources)).

Whilst the song is from the pop genre, the video itself is based around the horror genre, i.e. the prologue of the film enticing the audience into the actual story along with the un-dead and trapped within dream sequences. However, the video does link to the music in that there are certain motifs of the pop genre, mostly being the dancing which takes up a significant part of the video, once the zombies are around, it mostly focuses on the dancing.

The camera work in this video is the most significant technological aspect, within the prologue there is a shot reverse shot between Michael and the girl, this sequence of shots is often key to the horror genre in order to build the suspense of the scene. During this movie prologue, there is also a tracking shot when the girl is running, following her side. Tracking shots are also key within the horror genre in order to establish the victim of the scene, in this case it’s the girl. Usually editing would be seen as very apparent and important in pop songs, with a lot of editing to the beat; however there are only a few cases of this, John Landis likes to have the camera speak for itself a lot of the time.

Intertextuality is obvious throughout this video, the most prominent would be the introduction using themes set by the film ‘American Werewolf in London’ also directed by John Landis. The intertextuality seen comes from the transformation of the wolf, for example in the original film; there is the extreme long shot of the moon then the struggle of the pain of transforming into the beast. They also both have a close up of the wolf’s eyes at some point during the transformation;

9 Key Shots – ‘The Car Song’ – The Cat Empire

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This song is from the same genre as Miss America, the song that Altos Music is doing for our music video.

The first key shot is from the beginning

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This medium shot is key to this video because it establishes the narrative, resolving previous guilt of the protagonist/star. The basketball in the center of the shot shows the setting, in tandem with the ‘cup’ text, as a basketball game.

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This medium long shot establishes the band, The Cat Empire are an Australian band focusing on jazz-rock music. This shot is key because it sets up the star image (center) as well as advance the narrative of one of the basketball teams.

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This medium long shot comes immediately after the prior one, advancing the narrative further by presenting the opposing team.

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The above medium close up shows the star’s father, this shot is key due to it being the first shot where anyone is lip-syncing. Here the ‘father’ says “…think about your future”. This shot is also key due to the possible intertextual aspect, taking on the idea of an American school comedy.

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This shot is key due to it confirming the setting for this music video, it also syncs with the lyric: “It’s hard to concentrate when there’s a basketball game on…”. This then advances the narrative of the basketball game by the game actually starting.

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This medium shot advances the narrative by syncing with the end of the line “Harry, you’re going to be a lawyer one day”, advancing the narrative by having the past (particularly the father) win the first point in the game, showing the teenage struggle of the star/band.

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The above medium shot is particularly key because it’s the first shot the viewer sees of the star actually singing and syncing with the lyrics of the song, this is key because it follows Goodwin’s theory of projecting the star image, having him sing to the camera, as well as having him in a fairly close shot presenting him as the protagonist of the narrative.

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This medium shot is also key due to it advancing the narrative, like most of them, this shot does this by showing the past version of his nemesis’ girlfriend, whom he had a crush on. In which a fight ensues.

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Finally, this medium close up is key to the music video because it almost completes the narrative, the fight that ensues due to Peter Parsons bragging, this fight ensues, before The Cat Empire ultimately lose the match. The mise-en-scene of this shot shows the chaos and fighting, possibly showing the struggle of The Cat Empire, but mostly just because they thought it was fun.

Joel Kefali – Music Video Director

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The music video director Joel Kefali has directed videos for famous artists like Lorde and Katy Perry. Kefali follows aspects of Goodwin’s theory, and has the star as the main image in the video, in Katy Perry’s video ‘This Is How We Do’, Perry is, if in frame, in the centre of the frame.

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‘This Is How We Do’ – Katy Perry

This is also emphasised in the video he directed for Lorde’s ‘Tennis Court’, in which she stands in frame against a black background. In this video the only lip-syncing she does is the word ‘yeah’, other than that she stands in frame not doing much.

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‘Tennis Court’ – Lorde

Neither of these videos follow any form of narrative, however in Lorde’s most famous song, ‘Royals’ Kefali uses a narrative along with close-ups of Lorde, this still follows his usual style following Goodwin’s theory, however the narrative is an anomaly.

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‘Royals’ – Lorde (Performance)

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‘Royals’ – Lorde (Narrative)

Another anomaly of Kefali’s works is ‘Mmmhmm’ by Flying Lotus. This video could be considered a Kefali anomaly because it’s majoritively conceptual. It’s conceptual provides the viewer with a god like image of the performer, floating in space.

Altos Music is taking the most inspiration from Tennis Court due to the solidarity against a black background for out music video.

I take inspiration from Kefali due to the majority of his music videos have a simple premise but go into more detail and become more extravagant and conceptual. In our original UMV I intend to include the simplistic black background as seen in Tennis Court.

Timeline of influential music videos: 1999-present

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Slim Shady by Eminem came out in 1999. It is considered to be an influential music video because he had no boundaries and left few stones unturned, with gay marriage, bdsm and domestic abuse. It also heavily focused on mental health and the way they are treated.

Two years after, Clint Eastwood by Gorillaz made its appearance in 2001. This video from the album ‘Gorillaz’ was extremely influential because it changed the persona representation of music videos, the message was that ‘you don’t have to be who is in your music videos’, they achieved this by making characters for themselves, i.e. ‘2-D’, ‘Noodle’, ‘Murdoc’ and ‘Russel’. Changing the market for a long time.

Yet another two years pass and three influential videos come out. Seven Nation Army (2003) by The White Stripes was influential due to its repetitive yet ‘off the wall’ editing style, the video, when not focused on performance, it focused on imagery; the most obvious being the skeletal soldiers but also the elephant, this was used to promote the album ‘Elephant’. I Believe in a Thing Called Love by The Darkness was also released in 2003. There is no doubt that it was influential. The focus on the sci-fi genre was majoritively unheard at the time, the space ship, space crab and space squid were simple enough ideas, but had never been put into a music video. 2003 brought one more influential music video, Where Is The Love by The Black Eyed Peas was influential because it focused on protest, the image of the question mark portrayed a post modernist vibe.

What You Waiting For by Gwen Stefani arrived in 2004 and was considered influential because of the over arching intertextuality of Alice in Wonderland. The video itself has a narrative at the beginning relating loosely to Through the Looking Glass, but when the song does start, there’s a rabbit and everything.

Push the Button by Sugababes came out in 2005 and is considered influential because it brought sexuality into light. The entire video is based on the visualization of sex, because sex sells.

In 2007 one of the influential videos that came out was Crank That by Soulja Boy Tell’em. This video was influential because it brought the ‘rap dance’ into light, how Soulja Boy became famous. Because of this video the rap dance has taken the industry by storm, in its respective genre of course. The other video was Reckoner, by Radiohead. This video could be considered to be influential due to the concept based video. The animation of the trees showing the development of the modern world.

In 2009, Bad Romance by Lady Gaga arrived to screens everywhere. This is arguably the most influential music video of its decade due to its bizarre nature. The imagery and dance is unlike any other commercially successful music video.

And finally, the most popular video on YouTube to date, in 2012, the music video for PSY’s Gangnam Style took the internet by storm through its dance and annoyingly catchy synth. This particular video has over 2.5 billion views on YouTube. Making it the most watch video on the site.