FORMS AND CONVENTIONS
This is the banner I made on After Effects to go into our video for our news report for the forms and conventions. It took a very long time to make as it was difficult to position all the key frames in after effects effectively so it looked like the animation flowed together nicely.
For our forms and conventions we decided to do something a bit more interesting and visual than writing about it, using modern day technology to our advantage. We came up with the idea of creating a news report as it is very informative, also it allowed us to present our research into the area with correlating videos on screen. We used a green screen to position our news presenter in a studio and our reporters in serperate, realistic locations. Finally we then edited the video together using Premier Pro and put in some final touches by creating an introduction and news banner.
FORMS AND CONVENTIONS PART II
The purpose of a music video is to boost sales. It is suggested by many and more commonly associated with 'Andrew Goodwin' that there are two key relationships in a music video and those are the lyrics and the visuals and the music and the visuals. Also each video will have its own genre/style and there are a range of features which characterize the videos of different genres, these features may be reflected in the mise en scene, camera work, editing and performance. There will be a high demand of close ups of the main artist featuring in the video in order to promote them as well as the song. This adds to their star image and this is how iconography is created. For women there is likely to be references to voyeurism with other intertextual references to other music videos.
The lyrics in the video help to establish a mood, feeling or subject matter rather than offering a coherant meaning. However, key lines in the lyrics may play a part in the visuals and rarely will a music video illustrate the videos wholesale. The music in the video tends to make use of the tempo to drive the editing, which may emphasise particular sounds from the tracks by foregrounding instruments such as guitars or a drum solo. Some videos use slow pace editing and gentler shot transitions to establish a particular mood. This is especially apparent in promos for many solo female artists with a broad audience appeal such as Adele. Close ups in the music videos are used to create a sense of intimacy with the viewer and give a more dynamic feel to the stage performance. It also emphasises half of the comodity of the sales.
The narrative in songs is rarely complete and is often fragmented towards the end of the video. The same is true for music promos, which tend to suggest story lines with a non linear order leaving the viewer with a desire to see them again. Stever Archer, a famous American singer-songwriter and producer often used cuts between performance and narrative as a narrator. The singer will act a s a performer and an actor, whilst lip syncing close ups and miming the remains of the video. Close ups allow eye contact and close observation of facial gestures. This presents the artist in a variety of outlooks, not possible at a live concert.
Mise en scene in a music video can be used as a guarentee of authenticity of a bands musical virtuosity by showing them in a band or rehursal room. This can be used to establish a relationship to familiar television, film or genre in a narrative based video. In some music videos voyeuristic content is explored as the setting is associated with sexual allure such as a 'sleezy nightclub'. Erotic pleasure may be gained by the viewer from watching this type of music video. With reference to Laura Mulvey's theory of the male gaze, she suggests it is used for display rather than narrative purposes. Also this is to facilitate a voyeuristic response from spectators which presumes a 'male gaze' regardless of the gender of the spectator.
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