Research
Music Video: lesson 1
A music video is a video with lyrics and a tune that is composed with some sort of story within the lyrics. music videos are often created with a purpose to entertain a specific type of theme such as hip hop. music videos can help an artist grow in a chosen sector as its promotional and not a commodity.
Music similarly to movies have advertisements and promos (moving image) this is shot for the purpose to boost sales through the varieties you are able to access such as CD, streaming, etc.
Music videos have multiple purposes one which was to entertain another one is to inform an example of this is George Floyd a topic which had many rappers informing the public about the incident and how they have to live in fear from the police, another purpose is construction of image a music video is a build up of different shots and effects to build a entertain piece of art. music videos also help build an image for every artist. For example the more work they put in and the more high quality work they provide the more their public image is levelled up and the more they become more known in the industry. the more thy get into the ranks in the industry the more they generate income.
Music videos have to interest their audience, making a colourless black and white atmosphere with a limited amount of shots will make the video very hard to watch as its not meeting the official purpose, to entertain.
Music videos have more to it they have a purpose some try constructing an image, promoting, making money, outlets, etc:
construction of image- this is simply trying to build a status within the music industry. The purpose to gain recognition to gain fame and popularity through consistency and hard word. many rappers use this to gain more followers and views however its also widely used in other genres.
Promotional- this is any music that tries to convey an understanding or awareness to a topic or artist. It could be used to convey problems, mental health, society issues, etc. Promotional can also be for movies or to promote a brand.
extension of income- this is very simple you create music to make money, to make a source of income. you choose how much music you want to make and how to move up in the industry.
extension of outlets- this is similar to gaining fame the artist tries to promote himself for an outcome of more streams and more recognition on music channels however there is more benefits such as sponsorship which comes with this as you are more open to the audiences through being displayed on music channels.
Tie-ins: this is simply working for a film production. the artist will receive credits and royalties however he is complied to a contract where he may produce one or more music videos before a certain deadline.
New vs Old music videos
These music videos have a purpose to entertain the viewers. They are both created by the same artist young adz, however one was created 9 years ago and the other only a few months. we can see the major difference is the visuals. the visuals in the old video was basic, had no props or effects and was shot in the same angle throughout, as well as the artist didn't have fame and was new to the industry which simply means he started from scratch and showed commitment to reach the new video which is what music is all about making your way and improving the quality of your work. the new music video is clearly better and more trendy fashion with the visual effects, strong sound quality, different camera shots and angles, etc. these adjustments improved the quality immensely from the old video to the new and its not a guarantee that these changes can be made at the start however as you go on in the industry it will be reasonable to have these as basics.
Brief history of AJ Tracey music vid
brief history of the music video
Ladbroke grove goes back to one of AJ Tracey's most recognisable albums. AJ Tracey is one of the most well known rappers in UK known for his music and his more personal life (gangs, violence, drugs). AJ creates music that goes with his main genre which fans love. through the modern/historic genre of grime and rap AJ's consistency has had him growing in the industry showing the power of time and the quality of hard work. AJ first started doing music back in 2015 which was a hit getting to an estimate of 1.4mil views. Now AJ is able to collaborate with some of the biggest artists of today. He started with the name Looney and then used AJ Tracey for the violent history a gang member had with a feminine name. AJ tracey name came into the industry in 2016.
Producer strategies
Music Producers use plenty of visual aid however they also use producer strategies to entertain the audiences. there are four key strategies that are used in music videos to give them an entertaining purpose:
Controversy- This is simply a strategy that may cause a lot of disagreement which is the main reason why its used in music. its a fast way to get people to talk about it making it one fast growing not necessarily a great video but it has something that interest or annoys the public. its not used much today however not long ago it was a wise strategy to get quick recognition.
Entertainment- This is a strategy used to grab the attention of viewers through a comedic and entertaining approach. This helps gain a lot of fame as it has a very funny screenplay also often these types of music videos become popularised by people sharing more than streaming and making memes etc.
Thought provoking- This is a strategy that is likely used in all music videos as many music videos want their audience to understand the music and take in the lyrics not simply listen and vibe to it but for the music to have a impact on them. However, thought provoking should not be seen as general as this as there are music videos which want to trigger the thoughts of the audience and get some reaction or understanding of what the music lyrics mean.
Demographic- This is simply the strategy which is used by musicians today such as grime artist Fredo, this artist targets the more younger audiences from different genders which increases his chances of rising within the industry. demographic is audience centred which means this strategy is always in trend and is less likely to crash as the music is created with the help of audience trends and what they want.
Label strategies
There are also label strategies which include the marketing, distribution, production, etc. there are three types of label strategies:
Major label- This is focussed on making money it includes a large budget for the video. this is a great way to get features props and more better quality equipment.
Independent label- less revenue focused. more creative than flashy due to smaller budget. you have a limit on what genres you can do.
Self produced- you have complete control of the budget, creativity, and general aspects of the music video. its more prevalent and film making is much more cheaper.
Styles of music:
performance based- this is like a live performance there is no narrative its simply the artist playing in isolation.
Narrative based- there is a storyline that's followed a narrative. there may be a feature throughout the video or there may be some extras.
interpretive- this simply means to present the lyrics with some what similar visual format. an example is Michael Jackson thriller. the lyrics match with the visuals the aim was to give a thriller vibe to the song which was presented through the visuals and the lyrics.
Animated- there are two types of animations: stop motion which is taking movements frame by frame. CGI is simply 3d animation taken by using a computer to record a series of shots.
Surrealist- is referred to an art movement. its created in a non sensical/fantastic and unreal way. its created with a very weird unusual imagery and some CGI.
Pastiche- this style is imitating the work of another artist of piece of work which is slightly different.
Homage- this is style that pays respect to the text of style of another video.
Parody- this is a style used to poke fun at a topic of video it has a negative intent and is used to ridicule the video.
Technical codes and conventions
codes and conventions are the different techniques used to construct music video. this is split into two types technical and symbolic.
technical- these are pace or editing style, colour and black/white, camera movement and usage of sound.
camera movement: these are the different movements and alterations to the camera each movement has its unique effect. some of these camera movements are: dolly, boom, truck, pan, tilt, roll as well as camera movements there are lens movements zoom in and zoom out.
There are two ways to create camera movement in post production(premiere pro) and while using the camera(physical). below is an example of camera movements:
1:01 - This has a combination of dolly and tilt movement the camera is being held up and tilted down with the movement of camera going forward. However to make the video more appealing they change the movements and use different props.
Diegetic sounds- these are sounds from the world such as background noise, movements, actions, sound effects, etc. diegetic sound is used to help characters and viewers hear what is happening within the video.
non-diegetic sounds- these are sounds that are exterior from the video or scene it could be a voiceover or narrator telling a story or music.
Tropes: musical genres use topes (clichés) which help define the style of music.
Codes and conventions are used to familiarise the genre and make the themes/conventions/tropes recognisable.
Tropes:
This is an example of a tropes video. Its very predictable and so the audience often know what the music is going to be about or at least an idea. This is a drill music video so you would expect a lot of violent language and perhaps weapons and drugs and a 'lavish lifestyle'.
Music videos research:
Jay1 is a British rapper who originates from Coventry. jay1 used to rap in secondary school in Tottenham however he never took it serious until he moved to Coventry which was difficult to adjust as he had to start from scratch and make new friends and a completely new start. jay1's biggest inspiration songs was chips 'fire Alie' inspiring him to move from small time rap to a grime and drill star. personally I like the style he creates his music the effects the props not necessarily violent yet very interesting and cool, this is something that personally makes him slightly unique.
https://trenchtrenchtrench.com/features/why-i-rate-jay1
D-block Europe one of the top 10 artists in the UK, founded by young Adz x Dirtbike LB from Lewisham, London. They started from creating numerous singles together and in 2014 signed for their label. DBE is known for its hip hop and trap music used to narrate a sort of lifestyle they live. Their hit albums that peaked the UK charts were home alone, PTSD and the blue print which is there most recent and highest ranked album yet. DBE was initially called The Lox which is an American hip hop group from New York. this is not usually the case with rap duos which makes them unique. this name was introduced to them by the artist Jay z which is what the more experienced artists often do sign deals and contracts.
Rapman is a British rapper, music producer, actor and film director who grew up in Deptford, Lewisham. he is best known for his musical drama trio shiros story. rapman states that the part 1 was self-financed and created by himself by calling in favours with friends. what's unique about rapman is his style of music his music is completely unique from other rap music and drill and therefore catches a lot of attention from audiences. He uses a story narrating form with a rhythmic structure and tone which is the main reason why i chose him and why he is one of my favourite rappers.
https://en.wikipedia.org/wiki/Rapman
Symbolism:
The eye of providence is a symbolism of illuminati which is really familiar within music. symbolism could also be seen through the colours within the music such as dark background and colours maybe symbolising a death like narrative.
Colour Theory:
Colour can have many effects emotionally and psychologically. it can change the emotions the viewers feel such as creating harmony of tension. it can also make the a key theme stand out or represent a character trait. colours can connote to many different things such as red can connote to anger, rage, passion, blood.
Colour in music videos can be created or used in two ways, in the style of the video (clothes, props, scenery, lighting) or through post-production with the usage of colour correction.
Monochrome is also a form of colour use in videos. Monochrome is simply black and white which immediately creates a strong atmosphere as it is often used in a storytelling or dark and emotional music videos. Monochrome depends on the visuals and how the actors are portrayed within that scene and less dependable on the effects the colour has on the audience. Monochrome is often used in flashbacks and sad scenes/videos to complement the video and make a colourless dry scene, to bring out the emotions of the character.
Tutorial 1: Monochrome is a very useful way to create a particular emotion with the use of lack in colour. Black and white makes the main focus of the emotion come from the actor or the scenes atmosphere.
Altering and lighting the colour palette can imply new and different feelings and cause different effects to the audience emotions and phycology. Below I have analysed the effect of the colours and the colour palette within my chosen music video:
The colour blend is very saturated and vibrant this makes a more pleasant and lively atmosphere in the video. you have a mix of light blue, turquoise, white, cream colour. these colours blend very well together as they are bright and vibrant colours creating an energised and lively mood and tone for the video.
Audience research types:
socio-economic- This is simply the traditional factors such as income, education, employment, community, safety and social supports that affects your audience purchasing or viewing your video an example: classical music is seen to be more of a preference for upper class people and a genre like rap or grime is more for the lower class as its created by lower class people. however they could be a mix of social groups such as snapchat is seen to be middle or lower class as they are seen procrastinating.
ethnographic- this is an observation of a topic or group/category it covers every aspect and then finds the best solutions whilst dealing with any problems. An example is if a problem arises while working in a certain area or with equipment and the production team then this is a wise research form as it observes the problems and brings forward a solution.
Geodemographic- This narrows the target audience through a specific country or location such as a target audience aimed at north side of uk houses would not be looking to purchase one in south as they would have interest or more of wouldn't be able to afford it.
Psychographic (community related)- This narrows the data and provides more personalised data such as how many people like sports or music within a college this will narrow the target audience and help a more qualitative research.
Artist research:
AJ Tracey
AJ Tracey is a uk rapper, singer, songwriter and record producer. He is from west London, Ladbroke grove. AJ rose his popularity in 2016 from being on the guardian list he rose to one of UK's top and most famous rappers. AJ Tracey has released tracks like Ladbroke grove, west ten, butterflies which gained a lot of popularity reaching peaks of 42 million views. Tracey's mainstream EP secure the bag entered the uk albums chart at number thirteen. AJ has built a popular image staying consistent and applying his videos with the new trends and building his general market which is grime, rap and drill. AJ Tracey a very smart market strategy sticking and adapting to new more popularised genres to up his life span in the industry. although his adopting and active behaviour in the music industry he also has a very consistent link with releasing featured songs and networking with other musicians which is a very crucial and great way to get a push to the top.
I chose one of AJ's most oldest eps to show how his music has changed as well as bring back some of the old vibe tunes that still can leave audiences amazed. graveyard shift was a duo in AJ's ep secure the bag. the purpose of this ep is it would probably cost AJ less to make the songs as there are only a few songs in an ep which is something new musicians and rappers use till this date as starters. graveyard shift doesn't really have a promotional touch to it however this is something where i can come up using some sort of creative idea revolving around AJ's past life. this is a independent label as he started with a small budget and it was mainly created for a creative and fun reason rather than starting with a large budget to make an over flashy waste music video. AJ's main purpose was more likely to be for a construction of image as he tries to produce as much with his small budget and finite support and viewers.
Audience/market research:
AJ Tracey has a very narrow yet widespread audience as the genre he is part of has a lot of competition however its almost similar music taste with a few top artists using fast and slow pace music which some people may say AJ Tracey consists of fast and slow music types. His target audience is focused on younger youths from the age of 14+ this is due to the content he produces and the main aim of his music videos. what separates AJ Tracey's audience from the rest is they don't have a specific likening of themes or styles as from time to time AJ would lose and attract more audience while experimenting with different Collab's, pace, style, genre, visuals, etc. AJ Tracey has fans and audiences from all over UK and America as he gradually started collaborating with artists in Birmingham and los angles to market his music to a more open audience. Market factors: Market information & key statistics and competition (other similar competing artists etc.) the demographic of the target audience is ethnography as it AJ Tracey tries to create some sort of emotion in hi audience and is seen to constantly bring his experiences forward and show the different activities, environments and values he has. ill be creating a unique experience as i try to create a horror scenery and build exciting and gripping emotions.