Existing Product Research

Creative Concept

OK GO – This Too Shall Pass

OK GO has made many creative music videos and was one of the first bands to promote their music via YouTube. They became famous for their first one shot video ‘Here It Goes Again’, in which they performed an interlaced dance on treadmills. ‘This Too Shall Pass’ is also a one shot video which was made after the first video became a famous hit, which followed a chain reaction that started with a set of dominoes by the lead singer of the brand. The camera then follows a series of balls, flags and various other items run into each other throughout the rest of the video. At one point of the song, the actions on screen match with the music. For example at 1:23 there is a spinning guitar that plays notes on glasses of water using a spoon.

Narrative

August Alsina- Make it home

August Alsina is an American recording artist from New Orleans signed to Def Jam Recordings. I have chosen this video for narrative as it is quite clear to me, the story starts in reverse where he has ben caught by the police and then it goes to tell us why hes in trouble (shooting). The music video relates to the song lyrics and they are saying he has to do things he doesn’t want to to provide for his loved one and he knows it going to get him into trouble. In the video he is also writing a letter to his loved ones if he ever does go missing or go to jail, which links into the other part of the music video where he is running away from the police.

performance element 

Beyonce - crazy in love 

  Beyonce and rapper Jay-Z collaborate in a video with many performance elements. In most Beyonce videos, there is always a standard element in which she performs and dances. The first dance begins 29 seconds in were Beyonce dances solo to the beat of the music. Then slowly through the video, Beyonce continues to add little bits where she dances and then at 1.07, Beyonce begins to dance with a group of other girls who also add to the performance of dance. The fire, water and costumes add to the video as if they are almost telling a story of love through dance and music.

Visual Effects 

 E.T - Katy Perry  

This music video has a lot of visual effects through out the music video. Visual effects have been used to make the video seem out of this word and unnatural.It also makes it look like the singer is floating and traveling through outa space. Make up and effects make Katy Perry look like an alien and very abnormal to fit in with the special effects that made it look like shes in outer space. the visual effects transformed the music video to a completely abnormal one.   

Camera Work 

We cant stop- Miley Cyrus

The reason I chose this video for camera work is because a lot of it is taken on a bike and it is all done by hand and doesn't look as professional as most videos. There is also one shot of the camera strapped to the bike and filming the guys face while he is riding the bike. There are different types of shots too like medium shots, close ups and or long shots.

Mise-en-scene

Rihanna- Only girl

This video, is based around a scenic area where the background connects to her femininity in which she is feeling, as a girl. Everything has a tinge of pink but creates itself as a background which has had similarities with her hair colour and her outfit. Every object is a shade of pink – this creates the beauty of the scene which is reflecting her mood in the landscape. The nature art of it connotes freedom which contributes to the happy scenery. The pinks and reds are feminine and create a atmosphere around the fields/gardens.

Editing

Drake- Worst behavior

  This video, by Drake, featuring his hometown and father, has uses of camera movement and editing. The camera moves with Drake/his father and moves around with all of the people doing flips and walking. There are many shots which are snippets of different children, different scenes etc...

Own choice

work it out- J cole

This is filled with different shots and editing, there is loads of camera work, mise-en-scene and a slight narrative. The shots are used to change the mise-en-scene - basketball court, a beach, road, party etc. The narrative is small but he is out playing basketball, he meets a girl and he doesn't want it to be like all the other girls who didn't 'work out' for him - they go to a party. The camera also follows the man as he moves.

 Get your money- August Alsina 

This music video has been made as a narrative showing that it doesn't matter how you make your money, you need to do everything you can to keep yourself alive, clothed and fed. In this video it shows an ordinary woman getting up and going to work as she is a single mother who doesn't have much support. She works as a stripper which most people would see as not being a proper job however this video has been made to show the meaning of the lyrics which is it doesn't matter how you make your money, you shouldn't be judged for it because everyone needs to work to be able to provide for themselves and possibly their families. 

Feeling myself-Will.i.am

The reason I chose this is because it contains lots of different effects and edits. For example the way there's more than one French Montana singing and the whole background is an effect and it switches from grey to red and it. When Will.I.Am is leaning on his car the tyres release a beat in time with the song which was really clever and the squares on the floor also bounce in time to the beat as if the beat is coming out of them. Also when Miley is singing the cracked mirror effect is really good. Most of Will.I.Ams’ music videos have lots of edits.

Music video treatment

Project planning

Your name:  klea Paja

Group members:  Klea, Brianna, Anjali

Shortlist of five tracks (artist/song title) that you may use:

Don’t tell ‘em

Major Lazer- Watch out for this

Selected track:

Major Lazer- Watch out for this

Music video treatment

Opening scene of a house playing music loudly in mid-day, a police officer strolling by notices the music playing and goes to knock on the door. The music suddenly stops and the police officer walks away when suddenly two gun shots go off, she/he runs to the door when a group of kids erupt from the house all trying not to get caught. This is the moment when the chorus of the song starts playing and the music video stars to focus on one boy who is free running from the police. (Suggesting the chorus line “watch out for this” is a reference to him watching out for the police officer as he looks back.)  Throughout the video he will be running over obstacles and walls to get away from the police officer chasing him. While he is jumping over the obstacles the camera will reverse and play the shot over again in slow motion. At the end on the song he finally makes it home shuts the door behind him and sits on the floor with his hand in his head, then there will be a shot of the police officer looking confused and giving up this is when the music stops.

Concept – sum up the music video in one sentence: 

A group of police officers desperately chase party goers out of an area and overcome obstacles that stand in their path following a young boy on the loose.

Scene/location 1:  The camera follows a police officer walking past a group of houses; the loud music from one house leads him to it. He goes to knock on the door when the music suddenly stops. Two gun shots go off he runs to the door when it suddenly opens, and a group of young people erupt from the house all running trying to get away. The police officer tries to go after one boy and chases him.

Scene/location 2:

The boys jumps over fences, walls and other obstacles while also looking back for the police officer who is also on his heels. The camera zooms in on the boy’s face as he looks back where he laughs and goes back to a look of concentration. The boy carries on free running on the streets cutting into corners and alley ways.

Scene/location 3:

The boy reaches an estate where he carries on to jump over things and walls, and he turns on to a street where he runs into a house, slams open the door runs inside and bolts the door lock. He gives a faint smile and he sits down on the floor by the door out of breath. The police officer is left outside confused of where he went.

Pace/colour/tone/feel of video:

The tone and feel to the music video is excitement therefore the colours are going to be quite bright and lively to show the build-up of drama, suspense and thrill.