COMP 3 - Music Video Research & Development
Here is the section for the Music Video research that we all did individually. These are the music videos that I have personally researched in order to help my team visualize what we want for the final product.
For your Component 3 project you will need to analyze:
- 2 existing texts in full detail- 6 existing texts in less detail.
RIDING, Aries
Nicholas Fattahi, A (2021) RIDING. [Performed by Aries] On BELIEVE IN ME, WHO BELIEVES IN YOU. [Audio File] Retrieved from [https://youtu.be/fnYO8ff7L3M]
The song RIDING was written and performed by Aries. The music video was released in December of 2021 and the music video showcases many unique editing techniques that I personally think are targeted to younger audiences as it seems quite chaotic.
Media Language
The RIDING music video by Aries certainly uses various elements of media language to convey its message. When watching this music video, we realize that it has a unique editing style and on certain parts of the video we can actually see him dancing to the beat of the song and some clips are cut right on sync with the song. What shines the most about this music video is certainly its unique editing style. The narrative of the music video starts with Aries drinking a green colored liquid and a distortion effect comes in which implies that he is drunk. The video then instantly cuts to a whole different scene which starts off the chaotic and goofy vibe of the music video. The music video is filled with constant cuts of Aries doing stupid things and acting weird which fits into the narrative. A third of the way into the music video we can actually see him holding the sides of his forehead with his fingers and spinning around with a star effect around his entire head which also conveys the meaning even more. This music video however has a deeper meaning which highlights his inflated egotism and giant feelings. All of these editing techniques and elements seem to fit really well with the theme of the music video as it holds plenty of meaning and conveys the message very well. This music video seems that it has a high budget, however many people won't know that all these edits are actually made and implemented by Aries himself. Some shots in the music video are given a purple filter which implies that he is lethargic and correlates to the fact that he is drunk and under the influence of the green colored liquid.
Representations
In the very beginning of the music video we instantly get introduced to two characters that are sitting by the side playing a board game. The setting is a hot desert and the two characters are shown to be wearing glasses and desert clothes. These representations are quite true to life as this is what people will be expecting to see when we are in a desert setting. However, they are seen to be wearing casual shoes which subverts this stereotype. Aries has also done a wonderful job when playing with colors as each scene really comes to life. For example in the desert, we mostly see shades of yellow and brown. However, when the scenes cut to the city or in a darker area, the music video implements brighter and stronger colors. There are many shots in this music video that take place in settings where people would usually feel uncomfortable in such as the desert and the jungle. Despite this, the music video does an amazing job which cancels out that uncomfortable feeling and make it seem actually fun and enjoyable. This is seen when Aries holds two frogs and plays with them and biting floating bubbles in the jungle which seems a little funny and brightens up the mood for the viewers.
Audience
The target audience for this music video can be deduced pretty easily. Most of them would be younger people ages 16-25. Throughout the entire music video, one person in particular is showcased and highlighted which is Aries himself. I think that his music videos are intended for more male audiences however there is no doubt that it is also targeted towards females. Just like his other music videos, he would usually foreshadow upcoming releases and acts as somewhat of an advertisement for the die hard fans. According to the Uses and Gratifications theory, I believe that it falls under diversion as the audience would use this as a way to escape reality and follow the narrative off Aries in his music videos. It can also attract people who are good at editing as it is showcased heavily throughout all his already existing music videos. Looking at the lyrics of the song, it is quite possibly targeted to mid to high class audiences as people who aren't in these classes of society would likely not relate to the lyrics as it uses complex terms only the latter would understand.
Industry
The rise and fast changing pace of modern technology has definitely brought a change to the music industry in general and has influenced the production of this music video with technological convergence. With the help of social media mediums such as Twitter, the artist 'Aries' is able to notify fans and give leaks or insights on possible upcoming releases or albums from him. These leaks can come in the form of a simple art or even words and phrases that will undeniably make the fans question themselves and have them ask for more. This is also a good method of advertisement. The music video is published in the online video sharing platform called YouTube and this makes it so that fans can tap in and help share the video to other people in order to help with its everchanging growth. This is not only a form of advertisement but is also engaging for the audiences which can possibly make a fandom. Prosumers such as people who do remixes of the artist's songs or gather snippets of them can help the artist reach new markets and expand even more.
This Is America, Childish Gambino
Glover, D (2018) This Is America. [Performed by Childish Gambino] On This Is America. [Audio File] Retrieved from [https://youtu.be/VYOjWnS4cMY]
The music video for the song "This is America" by Childish Gambino is a powerful visual commentary on the state of race relations in America and the ongoing struggles faced by black Americans. The video, directed by Hiro Murai, features Gambino dancing and rapping through various settings while addressing issues of racism, police brutality, and the black experience in America.
Media Language
The music video for "This is America" uses a variety of media language techniques to convey its message. We can see that the video is highly stylized, with a mix of live-action and animation elements. The choreography is also noteworthy, with Gambino's movements and dance routines being used as a metaphor for the issues addressed in the song. The use of symbolism and imagery is important, with the American flag, choir, and Gambino's clothing, among other elements, being used to convey deeper meanings. The video also uses fast-paced editing, and jump cuts to create a sense of chaos and unease, reflecting the themes of the song. The use of dark lighting, shadows, and contrasting colors enhance the mood and the aesthetic of the video.
Representations
The music video presents a range of representations that are meant to reflect the black experience in America. The video features characters and imagery that are meant to be symbolic of the struggles that black Americans have faced throughout history, such as police brutality, mass shootings, and marginalization. This is represented by the presence of riot police, and the repeated imagery of police officers with guns. The video also presents representations of black Americans as resilient, strong, and determined to resist oppression, this is shown in Gambino's character who is seen leading a group of people in a choreographed dance, representing unity and resistance. The video also uses representations of black Americans as being objectified and dehumanized, this is shown in Gambino's character who is seen wearing a hat and coat similar to those worn by people in the old days.
Audience
The audience for the music video is primarily made up of a young, multicultural demographic. However I believe that it isn't suitable for people who are younger than the age of 13. The video's message and themes, which address issues of racism and marginalization in America, will likely connect and become a relatable with a wide range of people, including people of color, young adults, and those interested in social and political issues. The video's use of symbolism and imagery also makes it accessible to a wide range of viewers, regardless of their background or experience. The video also has a potential to educate and raise awareness about the issues it addresses, particularly among young audiences who may not have been previously exposed to these themes.
Industry
The release of the music video generated significant buzz in the music industry and sparked a wide range of reactions. With the help of technological convergence and the rise of social media, people will be able to relate more easily and talk about the certain topics found within the music video. This can also be a source of advertisement which can result in more people learning about the issue at hand. The song and video were widely praised for their powerful message and symbolism, and it was well-received by critics and audiences alike. The video was also a commercial success, with the song reaching the top of the Billboard Hot 100 chart. The song's and the music video's impact has been acknowledged in the industry and it was considered as a cultural and political statement and a criticism of the American society. The video has also been credited for sparking a new wave of politically charged music in the industry and inspiring other artists to address similar issues in their own music which I believe is a great change in order to get the issue out there and educate many people.
Starboy, The Weeknd
Makkonen Tesfaye, A. (2016) Starboy. [Performed by The Weeknd] On Starboy. [Audio File] Retrieved from [https://youtu.be/34Na4j8AVgA]
This music video for the song named Starboy by The Weeknd has a narrative to it and I think it fits and conforms the genre convention of the music genre which is Contemporary R&B. This is because Contemporary R&B is a music genre that basically combines rhythm and blues with many elements and electronic music. Because it sounds like this, I feel like it wouldn't be a good idea to make the music video take place in a setting that has an old style. The Weeknd has made the perfect choice for the music video and has decided to give it a modern and neon aesthetic to fit the genre convention. The dark and gloomy effects also emphasizes the song genre even more and gives it the right energy or vibe for the viewers.
Tiger Blood, The Vaccines
Young, J. (2011) Tiger Blood. [Performed by The Vaccines] On What did you expect from the vaccines. [Audio File] Retrieved from [https://youtu.be/yMQi0aTm8Ho]
The music video for Tiger Blood by the vaccines in my opinion conforms the genre convention of typical rock band music videos. This is because they showcase them performing on stage and just silly things that they did when on tour and they put all of that into a montage in the music video. I really like the style of this music video as it uses camera elements that seem natural and not scripted. An example of this would be the members doing a handheld camera movement while recording the others do silly things. The yellowish tint effect or filter also makes it look even more aesthetic and fits the genre convention more as it makes it feel more nostalgic in a way. The way that they also implement some audio from the raw recording itself from time to time also adds up to the overall formula. However, I dislike the fact that there is a lack of narrative as the music video is essentially just a montage made from clips of what they did on tour.
BYE, Jaden
Smith, J. (2020) BYE. [Performed by Jaden] On Cool Tape Vol. 3. [Audio File] Retrieved from [https://youtu.be/NErfuGK_X-0]
What shines to me the most when first watching the music video is it's simplicity. The video showcases the artist singing and dancing on a small stage with a really simple background throughout the entire video. There is really no narrative in the music video and in the beginning it even showed one of the crew members helping him record which just shows how natural and simple it really is. What I really enjoy when watching the music video is seeing him dance with the beat of the song as it makes me or the other viewers enjoy and sync with the song. Moreover, there are times in the video where they would put a yellow tint in the clips which enhances the already aesthetically pleasing setting even more.
Hopeless Wanderer, Mumford & Sons
Mumford, M (2012) Hopeless Wanderer [Performed by Mumford & Sons] On Babel. [Audio File] Retrieved from [https://youtu.be/rId6PKlDXeU]
The music video for Hopeless Wanderer has a decent budget as the quality seems quite high and has many cinematic shots. The music video also has a plot twist where they suddenly change the pace and make it satire into a parody. Overall, I think the setting and camera shots and angles conform to the genre convention of the music. This is because they use lots of natural elements and colors while making the music video. An example of this is the sunlight and most of the colors we see in the video are either brown or yellow. These colors in my opinion enhances that farmer feeling and fits the genre of country or folk music even more.
Time After Time, Cyndi Lauper
Lauper, C (2009) Time After Time [Performed by Cyndi Lauper] On She's So Unusual. [Audio File] Retrieved from [https://youtu.be/VdQY7BusJNU]
The simplicity of this music video has something to do with the technological convergence within media. This is because it was released a long time ago and thus resulting in a really simple yet great music video. The music video starts with a narrative with two people talking. After that it instantly cuts and jumps straight to the main audio of the song. The scenes and shots from this music video are all simple and have nothing flashy going on. They also like to use the fade cut to move in between clips of the video. The music video mainly showcases the artist lip syncing to the song while doing certain simple gestures or just scenes of people doing things in the background. All of these elements however, is due to the fact that the song itself has a slow pace and bittersweet meaning resulting in this type of music video. Looking at other music videos of the same genre, I have concluded that it conforms with the genre convention. This music video is truly a classic and has a good narrative.
Fast, Juice WRLD
Anthony Higgins, J (2019) Fast [Performed by Juice WRLD] On Death Race for Love. [Audio File] Retrieved from [https://youtu.be/lzQpS1rH3zI]
The music video for "Fast" by Juice WRLD conforms to the genre convention of other rap and hip hop music videos. This music video in particular, uses lots of crazy editing and effects which enhances the viewers experience. The many different hues of colors and distortion effects also give the audience a special insight in which it emphasizes the feelings or emotions that are trying to be expressed by the music video and song. This music video seems to be extremely high budget as all the shots are of high quality and they showcase the artist driving a sports car half the time. In my opinion, I believe that this song is targeted to young adults as it talks about cars and also due to the fact that some clips highlight a woman which seems to be there just for the Male Gaze. However, this is normal nowadays as most rap and hip hop music videos showcase women who are treated this way which conforms to the genre convention.
Music Video Development
This is the development section for the music video. This section was led and made by Dyfan who is also our editor for the entire final product of the music video. This was copied from his blog and this is the link: Dyfan
This is the first concepts of the music video:
Here are some inspirations and reference to our music video:
Since our music video is post modern, which means that it is a copy of a copy, we took some inspirations from these music videos and some YouTube videos.
We were inspired to use the 1:1 ratio of the video from this video too make it look more natural and handheld, as we see this video the clips look very not staged and it seems like a direct stereotype to those group of people. We were also inspired to use diegetic sound during the montage which is an element that help to make the music video look more natural, it also allow the audience to hear and relate to the montage as the diegetic sound would bring back memories to them.
Broken Film Effect
This video also inspired us to use the broken film effect to show that our clips are old to send messages to the audiences that these are memories that happened in the long past.
This is the broken film overlay that we used in our music video to convey nostalgic messages towards the audience.
Prototype 1
This is the first result before adding things to the music video.
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