Success of a music videos/conventions

Andrew Goodwin's common conventions

1. relationship between the music and the visuals - jessie j, price tag
2.  relationship between the music/beat and the visuals - daft punk
3. music videos reinforce the genre of music with iconography 
4. multiple close ups of main star to recognise the brand image e.g women are objects 
5. voyeurism often plays a major part, especially in relation to females (voyeurism - pleasure of looking at something)
6. voyeurism often plays a major part in terms of looking through mirrors, screens,binoculars,glasses 
7. intertextual references to other media texts may be present, especially in humorous videos, provides gratifications 

• Goodwin states a artist should be a narrative and a participant, this creates authenticity 
• create a star image/persona become recognisable 
• excellent use of media language - mise en scene including location and clothing - effects adding clips of films in post production.

1.

This song was created to make a visual representation of Eminem's song called 'Venom'. This song was created as one of the sound tracks for the film 'Venom' with Tom Hardy. In this music video the scenes with the children coming from school on the bus and at home are linked to the lyrics in the song because whilst these characters are at home they get gradually taken control of by venom as seen with the CGI fading their faces and making them seem unusual. The lyrics claim that the venom will get you and take you over and you as a person will change and become different. This presented through the people being taken over by the venom even Eminem is taken over by the venom. The reinforces the theory because the music video is reinforcing the main point made in the music. The relationship between the music and the video is a close together one as the points made in the songs are shown in the music video about the venom getting you. However the music video adds more to it as parts that aren't even said in the song are shown in the video to add more to the theme of the song and the story of the music video. For example the sequence where venom is on top of the building rapping, This scene is just used to add to the dark theme as the dark setting is shown.

2.

The relationship between the beat and the visuals is a well connected relationship because the main character in the music video breakdances to the beat and every time the beat changes or a drum is hit the character switches to different move whilst still telling a story within the music video. The story being the guys relationship with his girlfriend and the negativity surrounding that. The link between this music video and the theory is the fact that every time the beat in the background changed the character moved to accompany the beat as the is a simple beat so the character can make a minor change to his posture in time with the music creating continuity between the music and the video thus linking them together. This linking to the theory through the character and the link with the beat of the drum.

3.


The music video by Bring Me The Horizon shows the band performing in a 1960's style set. This is shown by the lighting and the props, this use of mise en scene connotes a positive lifestyle as the 60's were seen as the happy years through music like jazz and pop. This music video shows the band members just stand and play their instruments with no emotion and the same can be said about the main singer. This music video goes against the theory that the music video reinforces the genre when in this music video the genre of the music video is mostly a jazz 1960s genre when the song that is being played is in the heavy rock genre as their is screaming and loud drums and electric guitars which is stereotypical for the rock genre. For most of the music video their is no relationship with theory as the video does not link to the genre in any way as the location is not rock related as can be said for the clothing of band members. However at the very end of the music video for the last verse their is a switch in setting and the movement of the band and the clothing has gone to a black colour completely opposite to the scene for the most of the song. This last verse of the music video is directly linked with the theory as we can see what the genre of this music is just by the video form the dark setting and aggressive movements.
4.

In the music video of Lucid Dreams by Juice Wrld there is a hole in the ground and Juice wrld's face is the only thing poking through that hole. Throughout the music video whilst Juice is rapping the camera stays in this area around his face swapping from different sides of his face. All these close ups of Juice Wrld link it to the theory because Juice is the main star as he is the singer who created this song so it should be all about him. This closeness of just him instantly makes the viewer see him as a brand which is linked to the theory. He is seen as a brand because of his unique style with the long dreadlocks and moustache making seem different. This close up is making people know who Juice is because before this song he was not known at all so this gives Juice exospore giving Juice a brand because of these close shots connoting that he is the star of this video so all attention should be in him.
5.

Voyeurism is used a lot through this music video because of the amount of women used in this video not wearing much at all, even the main singer is appealing to this voyeurism as she is not wearing much at all and is knowing that the people who watch this video will enjoy this. This can be shown by the position she being seen doing. This completely links with the voyeurism theory because all through the music video women unrelated to the lyrics of the song are doing sexual things in order for the viewer to enjoy what is happening. This can be backed by the fact that all the people in the music video are female all wearing the same clothing all in the same colour as well to make themselves visible.

6.


Throughout the music video we the story of the music video play out through the point of view of the singer in a scenario of terrorism.  This shows the main character shoot his way through the city whilst taking this girl with him as a hostage. Shows the growing relationship between the women and the man this creating a sub plot










7.

week 1 lesson

week 1 lesson 1

LO1 Report Of Audio Visual Promos

Post Malone - Wow
The music video is from a music artist called Post Malone. This song is about how Post Malone is excited for Christmas and his experiences with Christmas including his money and people he has met. Throughout the video the colour scheme is themed around the holiday Christmas with the main colours being red, white and green this being Christmas tradition colours. This linking with the date that the music video was released which was 2 days before Christmas and the Christmas theme which is clearly presented through the graphics created for example multiple elves and a big Santa graphic. All this colours connote joy as the holiday connotes joy. This all linking with the song which is upbeat and can connote joy. The high paced animation editing cuts that is within Mise En Scene cinnote the upbeat tune as each cut or animation is in time with the music. The music video has a sort of comedy element to it as the animation of Post is connotes a comedic dance that viewers of 14 and above can enjoy. The genre of the music video is slightly polar opposite to the genre of music that Post Malone usually raps about negatives for example heart break and aggressive lyrics. This upbeat music video is very out of the ordinary for Post this connoting that the song also has that out of the ordinary feature.

Juice Wrld - Lean Wit Me
This music video is about Drugs, which includes Juice Wrld's experience with drugs and the damaging that comes from drugs. This Music video was produced by Sherif Alabede. The purpose of this video was to promote the Drugs And Alcohol Treatment Hotline. At the start of the music video Juice World is seen at meeting. The arrangement of the seats makes the setting connote to the viewer that it is a group therapy session. The slow camera movements going all round the setting and Juice Wrld connotes a negative tone as a slow camera connotes death or sadness. This could link with the lighting that is dark and dim only lighting up the background and juice. The other seen is more noisy in quality when it shows the teenagers do drugs. This could connote that the people doing this drugs are now dead as a noisy video can sometimes be shown as a flashback, e.g a old video tape player. The fast cuts in the video of the teenagers doing drugs and the people in the therapy session in a high pace could connote a drug personality as it is high paced and distorting, that being shown by the noisy effect on the camera. A black and white filter is used in a location of a house, This cut is used to denote the viewers attention to the audio as this phone call says a girl overdosed and died. The black and white filter is normally used to people who died, I believe it was very appropriate for this section as black and white connote sadness which is heard in the audio. This could also link to the theory of Gauntlett in 1995, he states that "we are able to adapt and filter what we see in the media" This black and white when the music stops is a direct proposition to the target viewer of 14-20 that they shouldn't filter this out as normal and find this upsetting and not want to end up like this, that being the main moral of the story. In my opinion music videos can break more rules as compared
to Avengers infinity war the camera cuts and scene changes are more unorthodox as some relate to a different story in the music video that isn't mentioned in the song e.g Juice getting arrested, that not being in the song. However in Avengers 4 all the scenes have to link to either the last film or the main character in the film and have to be in intertwining. This music video links with Andrew Goodwins theory that the music video should link with the music. In Lean wit Me the main feature of the music is drugs and the music has visuals of people supposably on drugs and slow images of drugs. Another Goodwin point of success is the multiple close up theory, this theory connotes that multiple close ups create a brand image, At the start of the music multiple close slow motion shots show off Juice as brand image with his image representing his personality. This can link to the fact that this the publics first view of himself of artist.

Avengers 4 Endgame Trailer
The Avengers Movie trailer was directed by Anthony Russo as was created to promote the upcoming Avengers film the sequel to Avenger Infinity War. The audience ranges from 12 to 35 as they are the people who most likely watched infinity war the year before and wants to see the finale of the avengers. This also promotes to males as it supports Earp And Katz theory that men are violent as within the trailer we see a returning Hawkeye turn around after killing a lot of security men. At the beginning of the trailer we see a establishing shot Tony Stark in space on thr guardians ship that is most likely going to kill him. This shot is used because in the last film Tony is shown to be the last alive on the planet used to fight Thanos. This shows to the audience Continuity of the two films create a sense of reassurance. Slow camera movements and slow cuts can connote loss and in this trailer when it is stated that Thanos killed 50% of the population, These slow zoom ins and camera back up the sense of loss that is in the trailer backing up the slow sad music. This use of sad music also makes the enigma of the film very apparent as low angle shots alongside the sad tone music, looking up at Thanos connotes that Thanos is still the problem because this low angle shot connotes power to that individual has. The structure of this trailer has a continuation from the last film with Tony Stark trapped on a ship, then throughout the trailer the other avengers seen on earth dealing with the loss created in the last film and the creation of a final plan and all the lead up to that showing off all the characters, then at the end Ant man returns, this is show as important because the music stops and ends with a big crash at the end creating a cliff hanger, this for filling its purpose to tell the audience what the film is called which it does right before the ant man cliffhanger. Also for filling another purpose to make people want to watch the film, The Antman return helps that as the audience will want to know how he got back to earth and where the others are. Slow dramatic cuts are presented at the start to connote that tony is endanger just before the character explains he is, as these cuts connote sadness. That being the main topic in this trailer.

EA Star Wars Battlefront 2 Trailer
This trailer for Star Wars Battlefront 2 produced by Electronic Arts and is aimed for 15 to 24 year olds males since the trailer is aimed at males because the star wars brand is normally associated with men. The game is not as violent because the violence is fake as it does not have any real life qualities. This trailer was used to promote the game and generate hype for the sequel to the EA Battlefront in 2015. The trailer starts off with slow cinematics of the factions in star wars. These cinematics link with the music as the music is building up from a slow start to a faster pace. When the diegetic music linked with the non diegetic sound of lightsabers and blasters increases in pace the cuts become more dominant at a faster pace of low angle shots of action between good vs evil this linking to Claude Levi Strauss' theory of binary opposition. This music also linking to the star wars franchise as this type of music ahas been used in the films before so the use of this music gives a direct link between this game and the Star Wars brand. Another reason the trailer was released was to show the new content that is in this game compared to the other version, this is clearly shown by the stop in the music and just the sound of the diegetic sound of a double sided lightsaber and the sound of a trooper shouting and then the cut to Darth Maul, this is used to connote that this character is new and will get the target audience hyped by this. Most camera angles of this trailer from the gamers perspective as another purpose of this trailer is to show the audience what they will be playing. Because of this the camera views are mostly to show gameplay and give the audience a view of exactly what their playing. Compared to the Avengers 4 trailer this game trailer does not have a story and the best link from this game to its game before it is the new features shown through maps and heroes, when however in Avengers its a continuation from the last one with direct links to the last film and a solution to the enigma where in the game trailer the enigmas are shown and the people fighting them are shown with both sides not winning, this connoting the purpose if the game as both sides are equal. This can also be represented by the camera cuts from one side to the other, these dramatic cuts can also connote the high paced war which links with the upped music that is being played throughout to overlay the bombs and space bullets sounds being continually played connoting the chaos of war.

Adidas clothing advert
This advert is for adidas and is used to promote the up and coming adidas products that will be released including new trainers and active wear. This advert would be aimed at young people from ages 11-25 as they would have the physical ability to do constant fitness and need this certain equipment for example, they would need active wear for P.E lessons. This could appeal to both ABC1 and C2DE people as the products come in various low and high prices thus being able to be bought by everyone. The target age range is very clear as the celebrities who are being used as the ideal self to wear this product are considered to be modern and have a much younger fanbase as they have been famous in the last 2010s. These ideal selves and the predicted target audience in the background are very inconclusive because their is a rang of ethnicities and races, This being done to create more sales in products as it makes everyone feel welcome. The upbeat music is used to make the product seem more appealing this music linking with the celebrities as some of the celebrities in this video make music similar to this that the target audience will know and probably like. The camera angles are also important to promote these Adidas products. The use of low angle shots to show off the Adidas trainers that are being promoted. Also the establishing shot at the start of the advert where a football pitch is shown, This can relate too the target audience because most of the target audience are boys and the sport football is largely associated to boys. Also the football pitch can also connote sport which can be connoted to the sporty/fitness trainers. Also at the end of the advert the camera shot has all the celebrities in one frame wearing all adidas looking towards the viewer pointing the mic to them making it seem like the celebrities are wanting you to talk, This shot links with the slogan of 'create the answer' basically claiming that the people wearing these products are able to create greatness. A overall positive message.

Within music and film trailers, a structure is shown as having a beginning a middle and a end. For example in Juice Wrld song the structure goes from Juice being in therapy in a backwards in time story from him taking drugs a lot of the time in the middle of story. The end of the story being his girlfriend dying all his world crashing down on him. In Avengers 4 the structure being at the start tony stark in space trapped then in the middle of the trailer it sees the other avengers plan to defeat Thanos with the end uncertain as it is left on a cliffhanger. These examples are are used to entertain the audience as their is action which is what people of the Avenger 4 trailer want. However in the music video for Juice Wrld is there to inform the young target audience about the effects of drugs by showing a negative personal account of his dealings with drugs which gives the younger audience the truth about drugs and where it can lead. However in the advert and game advert, there is not really a story and is just sped up video of the product being shown off to the target audience, highlighting the important features with specific scenes or slow motion camera shots of the specific part of the product,