I did research on the genre 'Heavy Metal' because I wanted to explore some of the conventions of a contrasting genre so I could incorporate this into our project. Being able to understand the different conventions of another genere allowed me to challenge some of the conventions of the RnB genre. From this research I found that Heavey metal bands are usually performance videos rather than narrative or concept. I also found the the mise en scene and costume are quite dark and satanic which differes from what I want to present in the video so we couldn't use this convention however, we decided to incoportate the performance style video because I think it would work well with our genre and will allow us to merge concept and performnace style vidoe.
The cutting rate, cutting frequency and layers are important to a music video. The cuts and layers captivate the audience and can allow the audience to understand the deeper meaning of the video.
In Rihanna's Umbrella the cutting rate and frequency is rapid this captivates the audience which makes the video more interesting.The camera angles in this video also focus on the artist. This is because the video's purpose is to advertise the artist,because that is what will sell.The layers in the video involve flashing lights and has the logo of water running across the screen. This draws attention to the video also captivating the audience.
In this video the cutting rate,frequency and layers contrast with the previous video. The cutting rate and frequency go at a slower speed and the camera angles are mainly long shot and medium long shot. Although they differ from Umbrella they still have the same effect on the audience. The shots stay on the artist for a longer period of time allowing the audience to focus on the artist and the costume which sell.This video also became very popular and encouraged audiences to re create the video. This shows intertextuality.
This recreation of Beyonce Single Ladies also involves parody and satirical elements.
POSTMODERNISM
Postemodernism breaks down the barriers between cultures,its key concepts are fragmentation and discontinuity. Postmodernism usually challenges conventions and goes against the normal features and displays irony and parody. INTERTEXTUALITY
Intertextuality is a postmodern concept. it involves referring one text to another. one good example of this is Michael Jackson's 'Thriller'. This is a well known music video and features a memorable dance and theme which has been recreated many times.Some of the examples are below.
This is the T.V programme 'Glee' re-creating Thriller whilst merging it with another song. They have taken the theme of the video and used it to make their own version.
In this wedding video the dance from Thriller is being performed.
This prison has recreated the video with acting and dancing as well.
DIDDY-DIRTY MONEY FT SKYLAR GREY –COMING HOME.
NOAH AND THE WALE- L.I.F.E.G.O.E.S.O.N
The videos I looked at were similar in the way they created a deeper meaning using mise en scene.
Coming Home by Diddy Dirty money presented the meaning of roots and returning home to natural roots, this was done by using naturalistic lighting and make-up, which allowed the audience to gain the deeper meaning of the video. This also allowed the focus to remain on Diddy and the lyrics and the meaning behind it.
Unlike Diddy’s video, Noah and the wale used artificial lighting and themes top represent a false life. The idea of showing Marilyn Monroe represented the false media life she lived. The actress playing Marilyn appeared sad and melancholy, however this contrasted with her actions as she was dancing to the music. This could represent the false life she was living and the façade she put on. This is also shown through the props when she takes off her wig to show the real person behind the façade.
Props also help the audience develop the video’s meaning in coming home by Diddy. The props are things that relate to Diddy’s fame and fortune. You can see a stereo and money as well as a T.V and car however all these things are burnt. I think this is to show the fame and fortune he has but how it had caused destruction or tainted his natural life style and diverted him from his roots.
The location also shows his roots and its clear ground as if its ground he originated from. This location allows the audience to develop the meaning of base culture. The location in Noah and the wale shows the false lifestyle as it shows stages and performances however the man is alone which could show loneliness in the world of fame. This is also shown when Diddy walks across his location alone and we see an Extreme long shot. The props used in L.I.F.E.G.O.E.S.O.N reveals the monotonous lifestyle as we see a record playing repeatedly, which also shows in the repetitive lyrics and actions in the video.
The Lighting in Diddy’s Video reveals the natural side to Diddy’s life. Using natural sunlight the video exposes the audience to Diddy roots and culture and the meaning behind the video. The lighting in Noah and the wale contrasts greatly with the lighting in Diddy’s video as there is a lot of artificial lighting showing a false identity and a false lifestyle.
The mise en scene in both videos helps define the meaning behind the lyrics. Both videos show two different lifestyles through the mise en scene and help develop a meaning of the video.
The effect of having a black and white video presents the idea of a contrast and confusion which relates to the title of the song. This confusion is also shown through the art of the costume. The sunglasses contrast with the time of day as the lead singer is wearing sunglasses at night. This represents a confused state of mind and things unknown in the singer.The monochrome costume which reflects the light allows the audience to focus more on the reasons behind the video rather than the performers. This music videos falls into the concept category.This is shown to the audience by the props used such as palm trees and the deck chairs. This is also shown by the head of the singer on a chickens body roasting. This video also fits into the performance category because the band appears to the audience.The barren land may represent a lack of something, this is also shown through the lack of make-up on the performers which goes against the stereotype of rock band singers.
NICOLE SCHERZINGER FT 50 CENT- RIGHT THERE
Unlike the previous video , this videos purpose to attract attention to the unclothed woman rather than the meaning behind the video, this video acts as an advert for the woman in this video.As in the other video, there is a lack of something in the video, however, it's clothes rather than make-up. The small tight clothing exposes sensual body parts and glamorises sex. The close ups of the female in the video force the audience to look at her rather than the meaning behind the video. The are also close ups of alcohol which suggests having a good time or wild behaviour which grabs the attention of the target audience. The buildings behind the female singer are all one colour at the beginning and blend in with the first costume she wears, however the second shot of the woman shows her wearing brightly coloured clothing which attracts the reader to focus on her rather than the rest of the video. The male in the video wears simple costume throughout and is in one location whereas the female moves location. He wears clothing suggesting he is a thug/gangster or that he has a lot of money. This is shown to the audience by his dark sunglasses, black hat and Gucci belt which sends messages to teen males that if you are a thug you can get money and women.
Mise en scene is a crucial item of music video's as it either sends a deeper message or invites its audience to replicate the behaviour in the video. This will also increase their views and promote their video.
