In this project, we were given a brief by Mr Micheal Chong Wai Keng on the development and collaboration of a music video provided by the company Motiofixio. We were divided into groups and my group members are Angelica Kosasih as group leader, Chew Von Pei and Nurul Farahil. Mr Chong then share us the information and materials to understand what music video development is all about. The materials given are:
The Purpose Of Music Video A music video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Music video can be promoted in any media like radio, Youtube, movies and so on. From there, the request of music extends and allows the producers to sell the music (just the audio) to customers through i- Tunes, music CD, licensing (to avoid copyright right uses without the permission of the artists or producers) and so on. This allows artists to extend their income. What are the type of music artists do? There are many lists of music genre, together with their sub- categories, examples are: 1. Alternative music/ rock- a genre's distinction from mainstream rock music
3. Blues 4. Classical 5. Country 6. Electronic 7. Inspirational (mainly Christians & Gospel) Other from the examples given, there are more types of music genre. (for more details: www.musicgenreslist.com/ or www.allmusic.com/genres) Every audience have their on taste on music. Some likes the beat and the energy of the music, the artist that sang the music, the story or message/ meaning behind it and so on and the song was played in the movie (eg: Frozen's 'Let It Go' made a huge impact of music to both children and adult around the world). Strategies of Music Video Music videos are just not only used as a visual representation of the song as the music industry have other motives through the style, narration, promotion, production of the artists and video. There are 3 potential 'producers':-
The Major Label For mainstream artists as their song are usually put on the top of the charts, music records are sold in big numbers, often have tours and give away merchandises to fans. The major label used a large budget in creating promotional materials and the type of music often found are Pop and R&B. The Independent Label/ Independent Producer These are easily small companies and often have smaller budget comparing the major labels. However, it favours most of the music genres like dance, indie, folk, etc. Music videos made are often credited by target audience and music artists as an art form as it techniques, equipment and narrative are experimental. Since, the budget are dependent, the producers are prepared to use less experience/ known music video directors with a proven creative background. Artist produced/ Self- produced Some artists may decide to make their own video themselves. They don't have to do any paperwork but have budget limitations. The artist can even take artistic control of the visual content to their desired scene, narration and the portrayal of the artist. An example of this is the Youtuber violinist, dancer and composer, Lindsey Stirling. By sharing her music and building her career through Youtube and social media, her popularity rose and now have over 8,000,000 subscribers (including me) and have 118 million views. Conventions of Music Video In the any music genre, they have different style that allows to be distinguish by their genre. As an example, I will choose Inspirational music genre, Christian Rock ( because that's the only things I like to hear most of the time ). The appearance of the artists or bands are usually casual and carefree depending on the themes. When they perform, the artists sing as if he/ she tries to reason, inspire and advice the audience. Their theme usually vary but with values such as love, gratefulness, strength, family, self- reflection and so on, usually counteract the negativity of the viewers they experience in life. The locations also vary depending on the music. For example, Casting Crowns' (a contemporary Christian and Christian rock band started in 1999) music video is usually soft light and sometimes use backlighting. Image are mostly people doing everyday lives, sometimes scenes from movies that their music was featured in and as for contents, Christian Rock usually take real life stories, troubles and to turn it over, giving inspirational words that can impact the life of the viewer. In the video, the camera shows the whole band and there are times each member have their own camera shots but is normally focus on the lead singer as he/ she is the one conveying the message. Style of Music Video In understanding on music video genre, we now know what are there:
There are other genres that are not listed in the video "Choosing a Music Genre". Thus, I research more and found other genre such as:
Techniques In Music Videos
References:
In the same week, we met up with another lecturer, Mr Kannan Vijayan who later show us the music video by our local Malaysian music talents. The music video was titled "Aku Pelat" which in direct translation means I Accent or I Dialect. (I actually have no clue about the meaning). For more understanding of 'pelat', Fara explained it actually the slang of words or cannot pronounced the word for the audience to understand. In order to understand to full brief and the meaning and translation of the video, we are tasked to meet the people of Motiofixio on the time given to us.
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