Vibe Production: Learning O utcome one & two

1. Vibe Production: Learning Outcome one & two By Jerome Doris

2. Introduction • Andrew Goodwin's Theory Andrew Goodwin has a theory that lists five key things you look out for when watching music videos. • Thought Beats – Seeing the sound • Narrative and Performance • The Star Image • Relation of visuals to song • Technical Aspects of Music Video

3. Thought Beats • Breaking down the structure of the music so looking and listening to the chorus/verses. • Listening to the voice in the song and breakdown things that are unique or things that once you hear can immediately determine who the artist is, the singing voice is an instrument of expressing yourself through song. • Mode of address is seeing the songs as stories, the artist being the story teller and the audience being the listener which is known as a communication device.

4. Narrative & Performance • When listening to a music video when analysing it we tend to get the meaning of the videos. • Videos should ignore narrative as narrative is only important when advertising the video. • Most music videos should focus on repeatability that’s the ability for a music video to be played over and over without losing interest .

5. Star Image • Star image is a very important aspect in music videos it is when through an artists video it tells a story of their development over time. Which helps with the music video production process.

6. Relation of visuals to song • Illustrate: Using a set of images in music videos to illustrate the meaning of the song lyrics but also the genre. • Amplify: is the same as repeatability. The meaning and effects used in the video are constantly shown through the video and pounded into our vision. • Disjuncture: The meaning of the song is completely ignored the whole way through.

7. Technical Aspects • Technical aspects keep the music video parts together through use of camera work, movement, mise-en-scene editing but also sound and special effects.

8. Conventions of music videos • There are two different categories of conventions: • Technical • How equipment and technology is used to make the video. • camera – different angles and different shots. • Editing – style of the video but also the pace. • Sound – diegetic/non diegetic and the genre.

9. Symbolic • Created to show the videos meaning. • Mise-en-scene • Facial expressions.

10. The reason for codes and conventions. • Codes and conventions are a set of rules that should be followed when making a music video. • It helps the audience become familiar with different genres and notice things specific to that genre.

11. Codes and Conventions specific to music videos

12. Styles of music videos • Music videos are categorized with different styles. • Performance – Band/artist playing • Narrative – Story • Mixture – Performance but also narrative based • Cameo – Band/artist in the narrative but doesn’t perform • Animation - Digital

13. Editing and Sound • There are many different editing techniques. • Music videos usually edited to match the music. • Split screens/ CGI • Including diegetic sounds

14. Mise-en-scene • Props – equipment or merchandise • Costume – distinctive outfits • Location – Hall, Club, Streets • Facial expressions

15. Conventions of Hip Hop Music Videos • In most hip hop videos it shows normally a crowd dancing to music, drinking alcohol and enjoying themselves it creates a sense of happiness but also to enjoy life to the fullest which helps the target audience decide whether they like the happiness shown in the videos but also this genre.

16. Conventions of Drum and bass music videos • In drum and bass videos they normally incorporate a rave a place where they play fast paced music which is then danced to and enjoyed it features massive sound systems normally for that bass but also an mc to keep the audience energised.

17. What is the main purpose of a music video? • To sell the song if you hear a song through a music video you are more likely to remember it. • To help the audience understand the meaning of the song with visuals. • The main purpose of music video I would say is to promote the artist.

18. Sales of a songs popularity because of a music video? • The song thriller by Michael Jackson was a mysterious but catchy song the sales of the record became increased by the music video that was made it showcased zombies ghouls and other types of dark creatures. The video features the famous dance that made the son/video such a hit. • Best selling album • 1. Michael Jackson, “Thriller”: 66,200,000 Number of copies sold worldwide.

19. It got saturation play on MTV and has been seen more than 149 million times on YouTube.

20. The importance of music channels. • Having a music video played on the TV is just as effective as watching it on the internet. If someone is just watching MTV for instance and they announce that a new video will be played it immediately hooks the viewer who would be intrigued to see what this video has to offer whether its different or its other videos. It also extends the potential audience for each artist to reach.

21. Use of synergy • Synergy is where two products or companies combine to make a video. For example a music video made to increase publicity for a film but could have more of a successful outcome.

22. Example of synergy

23. Having a music video produce a synergy for the artist based in the video is a popular way to expand their target audience. • Having a video shown on YouTube allowing other companies to advertise before the video shows is another way of gaining publicity and interesting potential investors.