Lip is syncing is the process in which an artist/band films their music video, and mimes the words of their song on set when filming (which most artists play the track on set and then record the song over the video in post production) so it appears that the artist is singing the song in the video.
Singers do this so that when the video is seen, the singing sounds a lot more realistic and professional than when it would of been live on set or in a concert as the background noise and fans would interfere with the song.
The chosen genre of video we have chosen if metal/rock which is why I have chosen to analyse this video as it fits well into that genre. Again, like the Avenged Sevenfold video, this will help me identify the conventions used and how I can incorporate them into my own video. The theme of this video is based around the band's popularity and how their fans would come from miles away to come and see them.
This video includes both performance from the band and a narrative. The band are performing throughout the video in what seems to be a house party and hoards of people are coming to see them perform. There is also intertextuality from their other videos as they are wearing their signature masks which they are always seen wearing.
Most of the video is shot with a handheld camera connoting that someone who is at the party is filming which is effective as it gives the feel of the party atmosphere and that the audience is really there.
The atmosphere is very hectic and lively, connoting that the band is very popular and energetic as are their fans. Nearer the end of the video, Slipknot are shown controlling their fans, connoting that the band are also very persuasive and have authority. Many close-ups of the band are used to show their masks, connoting that they are sinister and dark, much like the genre of their song and video.
The chosen genre of video we have chosen if metal/rock which is why I have chosen to analyse this video as it fits well into that genre. This will help me identify the conventions used and how I can incorporate them into my own video. The theme of this video is based around 'Hierarchy and power' as the narrative follows a child that then gains power and turns into a warrior, connoting that the power he inherits changes him from innocence to strength.
This video includes both narrative, and performance from the band. It features some of the bands signature items including Sinister Gates (Brian Haner)'s guitar which features in all of Avenge Sevenfold's videos. Their logo the 'BatSkull' also features in this video which again, appears in all of their videos.
Throughout the video, there are strong relations of lyrics to the narrative. For example, at 1.13 the lead sings 'Watch your tongue, I'll have it cut from your head' as this line is sung, a skull is shown connoting that people should watch what they say or punishment will be ensued on them. At 2.07 the line 'Blood is spilled while holding keys to the throne' is sung and blood is then spilled in the video, connoting the King will or has died which also relates to hierarchy and whoever is at the top of the chain must carry the most responsibility. At 2.43 the line 'hail to the one' is heard, then the word 'one' flashes up onto the screen again linking the lyrics and narrative. At 4.02 the line 'taste of fear' is sung and the words show up on screen again with a skull depicted connoting that fear is both death and the right to responsibility.
A man named Andrew Goodwin has identified 7 key features in music videos. These features are: - Many close-ups of the main artist or vocalist are seen, as asked for by the record label.
E.G - Olly Murs - "Oh My Goodness"
- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics used in the song.
E.G - The Script - "Man Who Can't Be Moved"
- Iconography and Genre characteristics are present throughout the video.
E.G - One Direction - "That's What Makes You Beautiful"
- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music used in the song.
E'G - Daft Punk - "Around The World"
- Intertextual references to other media texts may be present, such as film, TV, books and other music videos.
E.G - The Wanted - "Walks Like Rihanna"
- Laura Mulvey's Male gaze theory or scantily clad men/women often play a major part, especially seen in relation to females.
E.G - Robbie Williams - "You Know Me"
- Looking, screen within screen is usually seen such as when we see the artist within the video on TV or inside a camera.
Music Video Genre Most music videos rely heavily upon clothing codes and conventions on behaviour associated with the specific genre of music being used.
Conventions of a Music Video The purpose of a music video is to encourage viewers to purchase a copy of the song features and other products associated with the artist. To this end, the video needs to add something to the experience of hearing the song. Though music videos can be incredibly varied, there are some conventions that are evident across the genre.
Movement - Essential to a music video and usually complements the rhythm of the song. Movement can be achieved by physically moving the camera, the people in the video moving or dancing or through speed of editing.
Narrative - The storyline may relate to the songs lyrics and illustrate what is being said or be independent from the song and tell a different story.
Intertextuality - Producers may play with the conventions by making references to the genre in general and to other music videos, books, films or events.
Purpose of Music Videos in the Digital Age
The purpose of a music video is to sell products, the most obvious of which is the song featured in the video. However, other connected products are also marketed by a music video. For example, the song is part of the soundtrack, an upcoming tour and merchandise like t-shirts. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling.
The development of new media technologiesmeant that music videos, and the songs along with them, were more widely available at any time.
This information will help me with my own music video as I have thought deeper into the consideration of music video conventions and what specific genre's tend to use and consider, how new media technologies have helped in the promotion of music artists and videos and also different types of videos such as performance and narrative and how artists use these types of videos to express their music efficiently.
Narrative - Olly is in a relationship with a girl, is happy at first. A fight occurs, girl moves out. Olly and girl express how much they miss eachother throughout the video, both end up lonley in the end.
Settings - American apartment, city, public cafe's and parks.
Representations - Age - young and in love - make mistakes.
Ed Sheeran - Give Me Love
Narrative - Girl is lonely, becomes angel of love who can make others fall in love my shooting arrows at them - intertextuality with the story of Cupid. In the end, girl is so lonely she tries to shoot an arrow at herself but it kills her. Settings - London, city, public places, night club, girls apartment. Number of Shots - 140 Transitions - fades, wipe, cuts - both slow and fast paced. Representations - Love, age, relationships, real life crossed with fantasy.
After discussing as a group all of our options, we have made a decision to look further into the rock/metal genre of artist/music videos and have thought about a few initial ideas that we could consider making and designing.
At the top of the poster in Bold, Large, Black text is the artist's (Olly Murs) name. I believe the record company put his name at the top in such a large and bold text is to attract the attention of anyone who is interested in Olly and to show he is a big star. A large photo of Olly is also placed at the top of the poster on the other side of his name to show the audience who he is and making him look like a professional artist so that people will want to see him on tour.The colour of the text for the tour dates also stands out as black and red is on a white background, it really attracts your eye and interests the reader. At the bottom of the poster, it also promotes his new single so if the reader takes interest in the poster, they can buy Olly's new single and listen to his music. They can also book tickets via the website and telephone number given. This will help when creating my own music video/poster as I can consider the colours and text style that will fit with my chosen genre and what will work and fit well. It also helps with promotion and how modern artists promote their songs/videos.
