In groups, as a task set in class, we were allocated different roles into investigating either the amount of layers, cuts or camera angles within two different music videos. These were Rihanna's 'Umbrella' and Beyonce's 'Single Ladies'. Even though the two songs have very similar beats, and originating from the same genre, there were many differences that became extremely noticeable.
RIHANNA - UMBRELLA
Rihanna's Umbrella is the sort of music video that I hope me and the other members of my group will be able to produce. Just from analysing the first 30 seconds of the video, it was clear that an awful lot of editing had been constructed to make the video stand out from others. This meant that from only viewing 2 second snippets of the video, it was clear to see what song it was.
The vast editing techniques included: (in the first 30 seconds)
- 20 different layers (with a pattern of A,B,A,B)
- Over 70 different cuts
- and different camera angles primarily coming back to close-ups of Rihanna.
Layer A
Layer B
Using different layers made it clear that the scene/setting was changing and this was along with the costume she wore. This effect allows the audience to stay enthusiastic about the video and not get bored. It also makes the video a lot more interesting and sells Rihanna as an artist. This particular idea is typically depicted when the artist changes clothing, primarily into a small and tight costume.
Close-Up of Rihanna
opposed to the other shots seen above
The varying range of camera angles allows different shots of the setting and artist to be seen. It makes the video a lot more entertaining as the focus shifts from one image to another, not just looking directly at one shot for a long period of time.
In contrast to Rihanna's 'Umbrella'. 'Single Ladies' by Beyonce uses far less editing techniques. In comparison, the cuts are less then double the amount and there is only one layer throughout the entire music video. Subverting away from the conventional editing styles, instead of using layers and a various number of cuts, lighting is used to portray different effects. This is especially the case when the lighting abruptly switches from extreme high to extreme low key.
Extreme Low Key Lighting
It is suggested that this video does not to use as many editing techniques due to the other factors such as the choreographed dance routine. Even though the genre is very similar to that of Rihanna's 'Umbrella', the actual conventions of the music video are very similar to that of the rock genre, for example bands such as My Chemical Romance. Moreover, the lack of the cuts and layers means that the audience will focus primarily on Beyonce as an artist, rather than what she is seen to promote.
In the 1990's, many key conventions started arising and a lot more aspects of music videos became common. These included factors included - Fast Cut Montage (lots of pictures placed together) - Multiple Viewing (included as many images as possible to grasp a first viewing) - Non-representational ( musical artist never actually shown on screen) HAVING A MOTIF Along with the other conventions that the 90's began to enforce, it started becoming commonly known that a motif was displayed within music videos. This is when a recurring image, idea or principle is continuously displayed throughout the music video. A great example of this is portrayed more recently through Cheryl Cole's - 'Fight for this love' where the colour red is used as a motif. Being a particular colour and referring directly to the lyrics and title of the song, the colour red is known to have connotations of love, danger, heart-break, hurt and pain. Clearly, through the use of this motif, Cheryl Cole was able to identify with the audience and convey the emotions that the song encapsulates. Screen Grabs from Cheryl Cole's 'Fight for this love' revealing the colour RED as a MOTIF:
<-----
The well-known channel today known widely across the world as MTV started broadcasting in 1981. This was chronologically after the discovery in 1970 when the record industry found that TV shows were a great opportunity to promote their artists. The focus at first was based around producing short 'promos', early music videos which started to replace live performances by viewing the artists on television. Surprisingly, the first video to ever be played on MTV was 'Video Killed the Radio Star' by The Buggles. Shortly after in 1984, Michael Jackson released his extraordinary 'Thriller' which had a unique music video being described as a short film. After the release of this video, the concept of music videos changed forever.
When constructing my own music video, it was vital that research was done to indicate the major aspects that I would need to consider. The music industry is extremely broad so I therefore had to narrow my attempt to gain an in-depth insight. Bohemian Rhapsody - Queen
This inspirational song which first came out in 1975 set the language for the 'modern' music video. From previous music video experience, and being slightly after other music videos where published, it was one of the first videos to use advanced visual effects (see picture one). As the industry continued to develop, changes were seen within Queen's 'Bohemian Rhapsody' involving reasonably slow cuts and a continuous repetition of fades. Furthermore, as most music videos before this were seen to be extremely vague, it was noticeable that 'Bohemian Rhapsody' still had some typical performance video aspects. These included conventional medium shots of instruments and medium close-ups of the band members playing them.
