Examples of music video production - unit 29: Music video production

The first music video that I will be analysing is "Wake Me Up" by Avicii. The song was directed by  Mark Seliger and C.B. Miller.
The music is a mix of Pop and club music. The music video includes the characteristics from both of these genres including product placement, which is fairly common in Music videos for Pop songs and footage from live events and concerts that is often included in club music videos. The artists Avicii often put live footage into their music videos.
Lyrical and visual relationship
During the first minute of the music video the lyrics "so wake me up when its all over" are amplified by the main focus' of the video walking through a town filled with people that are staring at them and who seem to be judging them. This illustrates the fact that the main characters are living in a nightmare and no longer want to live in a world where they do not fit in with the people around them. This occurs 38 seconds into the song.
Another occasion in which the visuals on screen back up the lyrics of the song occurs 51 seconds into the song. "I didn't know I was lost" is matched on screen with more shots of the main characters not fitting into the environment around them. This emphasises the key message of the song showing that the main characters really don't fit in to their surroundings.
Musical and visual relationship
Visual representation is affected by the music throughout the song. Things such as cuts and pace are
affected by the music. The speed and style/tone of the music are all directly linked to the visuals on screen.
An example of this is when both the song and the editing increase in speed simultaneously. This is during the live footage from a concert. As the music speeds up so does the editing speed. The amount of cuts increases also helping to increase the pace of the song.
An example of how the pace of the song is linked in with the visual representation occurs at the beginning of the song. To start with the song is very slow paced and so the music video matches this. A slow motion effect is used at the start whilst the pace is slow but is then removed as the pace increases.
Artist inclusion
During the video not much of the artist is actually scene. During one part of the song a few close ups are used but during the larger majority actors are used to tell the story of the song. However the groups image is strongly put across during the few seconds that they are seen in the clearly match the style that they have been previously associated with. Another way that the groups style is expressed is through the main focuses and characters in the video. The characters that are seen on screen are also dressed in a similar fashion style to the group whilst still matching the setting around them with some differences making them stand out from the crowd.
As with other music videos the same style has been highlighted. An indie look is present during other music videos that have been produced by the band.
The notion of looking
Neither the artist nor any of the actors included in the music video are presented in a sexualized manner. An attractive actress is used to present the main character but is never displayed sexually to the audience. The camera work is not used in this way either. None of the shots are used to focus on sexual tone or idea. The first time that we see the main character she is wearing sleep wear. If the band wished to sexualize the character then they would have used costume and exposed her a large amount. However she is wearing a nightie that covers her entire body, this is an example proving that they had no intentions to create any kind of sexual undertone in their video.
Intertextual references
In the music there are no links to other music videos, films or TV. However aspects of the stars image are advertised during the song. Things such as clothing brands and mobile companies that are associated with the band are include during product placement with in the video.
An example of then this occurs is during the live footage that is used. During this time you can see a phone being used and the model and company can clearly be identified.
Basis of music video
The video is mostly narrative based however it does include elements of a performance based music video such as live footage.
Conclusion
In conclusion The music video for the song "Wake Me Up" by Avicii was created for mainly narrative purposes but also for an advertisement of them selves. Product placement is a common occurrence in this video and the stars image is reinforced hugely using clothing and brands. The directors did not see any need to include any sexual undertones within the music video, I believe this is because it would not have matched the style of the music or of Avicii themselves. The music video is directly effected by the pace of the song things such as cuts and effects are used depending on what the music pace is set at. A great job is done at using on screen images to reinforce the messages that lyrics provide throughout the song.

The second music video that I will be analysing is "Uptown Funk" by Mark Ronson ft. Bruno Mars. The music video was directed by both Bruno Mars and Cameron Duddy.
This song belongs to the Pop genre. The song includes multiple characteristics of this genre. The first characteristic that is evident is choreography. All though the choreography is basic it is used throughout  the entire video. Many other artist that create pop music also include large amounts of choreography, the best example of this is Michael Jackson. Another thing that this song has which is often seen in other pop music videos is a catchy chorus that can be sang along to.
Lyrical and visual relationship.
The song is about someone who is very confident with them selves and their image. The visuals of the music video are used to express the confidence that Bruno Mars' character contains and how he can use it to his advantage all of the visuals amplify the lyrics.
The main characters confidence with his own image is indicated through the lyrics "I gotta kiss myself im so pretty". During this line we can see the main character dressed in stylish clothing that compliments his self image. He also kisses his own hand during the song which clearly indicates that he loves himself.
"I'm too hot" are lyrics that are repeated throughout the song and on each occasion the main character is in some sort of situation flaunting his confidence. The first time that this is said he is surrounded by other very confident people who are clearly in admiration of him. This emphasises the power of the character which is one of the indications that the lyrics give throughout the song.
Musical and visual relationship.
The visuals on screen are often changed in relation to the pace of the song or even what is being said. The Lyrics "I'm too hot" are always said in a different camera angle during the first section of the song. Before that line is said the camera is usually filming a mid or wide shot but then as soon as the lyrics are sung the video cuts to a lower angled shot. This is repeated numerous time during the song.
Another way in which the visuals are affected by the music is due to the pace. The number of cuts is linked to the speed or pace of the song at that time. For example in the lead up to the first chorus as the amount of cuts rapidly increases in coordination with the pace of the song.
The chorus of the song is very smooth and enjoyable and so the visuals on screen also change. A lot of panning shots are used from a whole variety of different angles.
Artist inclusion.
The artist of the song is included in almost every shot of the music video. He is given a very specific look that is very different to the looks that he has had before. Bruno Mars was previously seen as a modern stylish man who was most famous for his soppy style love songs which were very popular. However in this music video he is dressed in a more retro style of clothing in order to have a mush more unique style compared to his other music videos. A lot of close ups of the artist are used leaving you with no doubts as to who the music video is trying to promote.
The notion of looking.
The artist is made to look extremely stylish standout in his appearance. This may lead some people to find him attractive but he is not presented in a sexual way. Other characters in the video are also presented in this way using their costumes and also the choreography that is used throughout. The camera work is used to represent style and power, virtues which some people may find attractive but no sexual undertones are included in the video.
Intertextual references
No references are included from any of the stars previous work I believe this to be because it does not link with the previous style that the artist had. Bruno Mars was previously seen as a good guy but in this music video he is given a bad boy attitude that makes it a stand out performance, separating it from his other work.
There are also no references that are made to unrelated things such as films or TV programs.
Basis of music video
The video is mainly performance based due to the choreography and style of music. However it does contain a few elements of narrative such as characters being placed in situations.
Conclusion
To conclude the music video is mainly performance based and is a complete contrast to all of the previous work done by the artist. He is provided with a new look and personality to match his completely new style of music. The artist is hugely promoted within the music video as he is included in almost every shot. The music is directly linked to linked to the visuals using things such as pace to match the editing and the video also does a great job of amplifying the message and points that are put across by the lyrics of the song.