Our music video follows many conventions a real media product in particular those that are of a hip hop and r&b genre. By paying attention to the details of several music videos within this genre, we were able to gain full knowledge and understanding of the different ways in which songs are conveyed and presented in the music video, for example the way in which the visuals contrast to the beat and lyrics of the song which is typical of music videos in this genre. As a result, this inspired us to use this idea of focusing on the beat and lyrics of our own chosen music “Kanye West featuring Rihanna-All of the lights” which stemmed off great ideas for the editing process of our music video. With this being a convention in which we interpreted into our own product, it is evident that a lot of focus went into making it size up to a real media product of a similar style to ours through the contrast of the editing to the song. It is evident that in most if not all music videos of this genre, image and presentation of the artists plays a huge part as they are always flashing fancy clothing and accesories and their hair and make up is always perfect. We carefully studied the artists in the original video to our music and in other music videos and discussed ways in which we could present the artists in our own video. The female artist 'Rihanna' in the original music video is dressed in all black, a tight fitting crop top which has cut out detail on the breast area to enhance cleavage and tight fitting black trousers. As we did not want to copy the seductive idea, we broke away from this however still keeping to the all black costume. Instead I wore a tight fitting black one sleeved dress which was emphasised with a bat wing and black wedges. This therefore looked more classy but still kept to the idea of the females appearance which is typical of music videos of this genre. The male actors portrayed the typical idea of wealth and style in our music video by their costume which conveys the idea that we did use costume and appearance as a convention.
Through previously analysing music videos within the same genre as ours (Usher-Love in this club, Lil Wayne-6 foot 7 foot and Rihanna-Rude boy), there are a number of conventions in our video which in comparison to those are similar. In Lil Waynes video, the visuals appear to move and contrast to the beat and melody of the song. As our song has a strong melody, we have used this convention and applied it to our own which can be seen throughout our music video particularly at the beginning. We also adapted the intense lighting of Ushers 'Love in this club' video into some of the visuals that flash to the beat which shows that we developed the conventions of two music videos and and challenged them by combining them in our own piece. This allowed our music video to be on a similar creative level to Lil Waynes video and reinforce the idea that we were aiming to challenge and develop this convention. Also in the Lil Wayne's video there is a clear relationship between the lyrics and the visuals. (Goodwins theory). We also used this convention in our own music video to make our video more appealing and exciting for our target audience.
During Rihanna's 'Rude boy' there is a visual which contains an extreme close up of her lips doted on the screen as she mimes the lyrics. This is another convention that we decided to adapt to our own piece. In Rihannas video the visuals of her lips are of graphic art. We did not want to copy this idea and just simply used it but in a way in which fitted our music video. When I say the lyric 'untill its Vegas everywhere we are' there is an extreme close up and my lips a placed central on the screen with naturalistic lighting. This shows that we used this convention in our own way and the naturalistic lighting shows that the artist means what she says.
Another convention that we used which is adapted from Goodwins theory is the idea of our music vedeo being entirely performance based (which is scene in Rihannas 'rude boy' video) as our actors just simply perform the lyrics of the song to the camera. We thought that erasing the idea of a narrative video would allow our music video to engage the audience to the actors as if it was a demand of the record label (Goodwins theory) to engage the audience to the artists through various shots and angles particualry close ups, however Rihanna and Kanye West are well established artists but we wanted to challenge this idea and create it as though they were new artists on the scene of hip hop and rnb music. There is evidence that our music video does follow some of the major conventions of Goodwins theory which have been higlighted. By following his conventions it enables our music video to be seen as an example of using, developing and challenging the conventions of real media products.
No comments:
Post a Comment