Name Music Video : Aku Pelat
Company : Motiofixio
Lecturer : Chong Wai Keng
Tutor : Kannan Vijayan
Week 1
1. Popular music - Popular music genre that have a wide appealing in a short period of time. Example : The Gangnam Style from Psy.
2. In concert and live performance - The artist record the live during their concert and then they use it as a footage in their music videos.
3. Animation - Using fast movement by showing a series of picture and frame.
4. Interpretive - How the view interoperate with the music videos.
5. Narrative - To show the viewer how the story was told. Usually follow the lyrics of the musics.
6. Impressionist - Making a fantasy which lead the audience away from the reality.
7. Surrealist - Very similar to the impressionist which the content of the are unreal element.
8. Parody - Creative way on making a humorous song "making fun" of the products.
Technique used in Music Videos
1. Cutting to the beats - this kind of technique are usually cut in time with the beats or the tempo of the music videos.
2. Miming and Lip syncing - The artist will pretending that they are singing but the fact that they are not singing. They just follow the lyrics of the song and mingle around.
3. Visual Effect - Use the current technology such as Adobe After Effect to edit it during post production to create those special effect such as fire, lighting, text moving and others.
4. Chroma Key - This is a special effect that will be apply it during post-production stage. The technique was used by compositing 2 images or video stream together based on the color hue(chroma). But before they get 2 image or video combine together, the raw footage of the element especially the background that was support with a green screen background (fake background). So, when it come post-production stage, the editor can use the other background and combine it into the current composition layer.
References :
Billboard. 2016. Twenty One Pilots' 'Heathens' Tears Up Rock Charts With Big Debut | Billboard. [ONLINE] Available at: http://www.billboard.com/articles/columns/chart-beat/7423244/twenty-one-pilots-heathens-rock-charts-big-debut. [Accessed 08 September 2016].
jamsjamsjams. 2010. Slide Share. [ONLINE] Available at: http://www.slideshare.net/jamsjamsjams/conventions-of-music-videos-2935597. [Accessed 8 September 2016].
Wikipedia. 2016. Heathens (song) - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/Heathens_(song). [Accessed 08 September 2016].
Prezi.com. 2016. 4 Types of Music Video by Josh Sullivan on Prezi. [ONLINE] Available at: https://prezi.com/non_xyknpahh/4-types-of-music-video/. [Accessed 08 September 2016].
Week 2
In this week, we went to the motiofixo company to get a brief from them for the current project.They show us the original footage of their music video of "Aku Pelat" and we have to enhance it. The link below show the music video of "Aku Pelat" from motiofio company.
After Mr Chong had brief us with the module outline for CPA project in week 1, then we had divided in 4 person per group. My group member for music video is with Angelica Kokasih(group leader), Rebecca Tang and Nurul Farahil. After that, Mr Chong share us a few information about music video through google drive which is :-
After done watching with the video of "Choosing a Music Genre" in class, we notice that there are few categories of music genre in the field music video which is performance, dance, special effect, story and browser.
So, in order to help us to get more understand about each genre in the field of music videos, Mr Chong have assigned us to do some research about each of them and blog it out before we start plan it out for our coming "Aku Pelat " music video from MotioFixio company.
Purpose
The purpose of having a music video, is to promote the artist latest music. Beside that, it also help the music company to extent of the income. By having a music video, it also help to extent the outlets in the markets such as in DVDs, music channel, CD-sales, website and others.
Heathens
- Choosing a Music Genre
- How to create a Survey with Google Form
- How to Make Music Videos Prepping, Shooting, and Editing in Premiere Pro CC
- MTV.mp4
After done watching with the video of "Choosing a Music Genre" in class, we notice that there are few categories of music genre in the field music video which is performance, dance, special effect, story and browser.
So, in order to help us to get more understand about each genre in the field of music videos, Mr Chong have assigned us to do some research about each of them and blog it out before we start plan it out for our coming "Aku Pelat " music video from MotioFixio company.
Purpose
The purpose of having a music video, is to promote the artist latest music. Beside that, it also help the music company to extent of the income. By having a music video, it also help to extent the outlets in the markets such as in DVDs, music channel, CD-sales, website and others.
Heathens
In the music of Heathen, it served with different purposes to promote the movie of "Suicide Squad". Beside of the film, this music also used the artists and the celebrities as endorsement. The genre of this music is indie which fit the whole entire theme and the style of the film.
Promotion
First of all, the way on how they promote the music of "Heathen" from the band of twenty-one pilots was served primary to promote the movie of "Suicide Squad". The Atlantic Records help the music of "Heathen" are through the band of twenty-one pilot as their marketing strategies towards to the target audience. As the major genre song that twenty-one pilot had release it so far are mostly falls under Indie category and there are few genre of twenty-one pilot music are falls under pop category. For an instance, "Ride", "Stress out" "Tear in My Heart"and "Lane Boy" are in Indie genre kind of music video while for the pop genre music video from twenty-one pilots are "Blurryface". However, twenty-one pilots music are get more well-known in Indie genre and the bands itself produce Indie genre compare to other. So, when the movie clip was first release it in the music of "Heathen" during 21st June in 2016, it gave the audience have an insight on what they going to expect from the "Suicide Squad" film in Cinema before the film was released. This meant that the music videos of the "Heathen" was launch 2 month before the film of "Suicide Squad " released it on 5th of August in 2016. The reason they released the music video first after the film as a marketing scheme because, both of the company wanted the audience get an excitement of their upcoming films.
Royalties
Secondly, the music of "Heathen" will be featuring in the motion picture soundtrack for the 2016 American superhero film based on the DC comics antihero hero team in the film of "Suicide Squad". However, the producer of the "Heathen" said that:
"As I was writing the song I was like, I want this song to be a Twenty One Pilots song first. And I want it to resonate with our fans and make sense at our show. Even though the themes in the movie inspired the beginning of it, as the lyrics came together, and as the song came together, I realised, like, this was our song. - Tyler Joseph
"
As the statement shown in the above, it is an evident that the producer of the "Heathen" wanted the band of twenty-one pilot to sing. However, the Atlantic Record claimed that the music of "Heathen" will only available to the bands member, Atlantic, Fuel by Ramen executive and atlantic radio field during the time when the music video was released. But after the film of "Suicide Squad" was released, the music was accompany along with the television advertisement for the American TV show in Chicago P.D on RTE2.
Extension of Outlets
Next, with the extension outlets for the music video would positively help out to increase the publicity from the particular music video. For an instance, the music video of "Heathen" had revealed out some of the scene from the film of "Suicide Squad". Both of them have a close relationship between each other which help to promote the film of "Suicide Squad", and the way that used to promote the film and music are in different platform. For an example of music video from "Heathen", the music video was released officially on The Fueled by Rame, which was an officially website that served for publishing the music videos. So, once the music video was released from the authority website, the viewer are able to allow to share the music video easily throughout different kind of platform, such as Twitter, Google+, Facebook, Tumblr and other more. As there are more and more people start to share about the videos, it help the music and the film company to create a free online advertisement in social media network.
By have this feature, it help to increase the amount of audience from watching the video, hence it make more people aware about the upcoming film of "Suicide Squad" and the artist in the film as well. This was clearly show that the music video was publish 2 month ago had already hook up to 188++ millions views in Youtube before the date when the movie of "Suicide Squad" released. The reason that the music video was so successful is because of the style on how the twenty-one pilot bands portray it in their music video which fit into the theme of the film. The evidence in the scene where the bands was singing in the hall of the jail and they were surround it with prisoners. Besides that, there is one scene that the Tyler Joseph was kneel down and the cops are using the gun pointing towards him.
Moreover, the music videos has bring a big successful in the music broad chart as a result. The music has shown up in the billboard chart on July 9 and the music itself has won the in the second place of the hot rock song. And due to there is 95,000 download in the media, and it sold out fast at the end of 23rd of July. By this statistic shown, it was good enough for a No. 1 bow on Rock Digital Songs and Alternative Digital Songs as well as No. 2 on the genre-spanning Digital Songs chart.
How do different type of music videos producers have different strategies for music videos?
Music video are not just inly a visual presentable to the audience, and it also use to represent of the song. So, in order to bring out the message of the music effectively, the music industry often come up with the motive for the style, narrative, production and promotion of the video and the artist. In music industry, there are 3 potential producer which is :-
- Major label
- Independent producer
- Artist/Self-produce
Major label music producer are usually for those mainstream artist. And the song they produced are generally have their chart high in the statistic. Next, they used to sell out lots of good record and they like to use the tour or the merchandise to promote the music and the artist too. Due to major label company have a large budget promotional material towards in music videos, so for those music videos which was under major label company surely have a very good appealing in the music videos. There are few music videos producer company was falls under major label which can be known as The BIG four which consist of Universal, Warmer Music Group, EMI and Sony BMG. In the addition, the most well known music genre that produce from major label music producer are those R&B and pop.
Independent producer
However, for independent producer, it was slightly smaller music producer company and they have their own independent music label. And in order to producer an effective music videos, independent producer are always have to concern about the budget when it come producing a music videos. The genre for this category of the music label are mostly focus in dance, indie, fold and others. In the addition, most of the time the music artist in this category often credit the music videos as an art form and they used to experimental in term of technique, equipment and narrative. Due to because independent producer was a small music producer company, the director that they often use to shoot for their music video are in less experience but then the artwork from the director itself has to be proven from a creative background.
Artist/Self-produce
While for the artist/self producer, the music videos that produce are basically from the artist itself and they often unsigned from any company. Those, music video which create by themselves and with the help of social media platform, it helped the artist to gain some popularity and it slowing lead to signing with a label. The reason that those artist do it in this way is because budget limitation. And sometimes those artist may also reflect to take artistic control of the visual content to their own song instead of under controlling from those labelling music producer company. For an example, the music video of "Feel Good", "Who's gonna stop me" and "Beat of your love" from paper plane pursuit are one of the bands that was self-produce their own music videos. They have 6,735 subscriber in their youtube channel and each of their music videos have more than 100k viewer.
Feel good- Paper plane pursuit
Convention in Music Videos
In different genre of music videos, each of them have their own convention. This kind of convention can also be known as a characteristic from the genre of music genre. So in order to make it more recognizable, the music videos and the artist itselves have to figure it few element which is camera shot, camera movement, editing, lighting, sound, props costume and colors based on the music genre.
For an example, I will choose music convention in pop music. The theme from the pop music video are mostly bright and colourful.
While for the artist appearance look, it will be look more purity instead of wild, sexy and heavy make up. Then, for the camera movement in pop convention music video, they use most of the the close-up and extremely close-up shot. These 2 shot serve with different functionality. For an instance, the close-up shop will show the cheerful and upbeat emotion while extremely close-up shot will tends to show the innocent in the personality of the artist.
Next, the target audience also one of the main component in different convention of music video genre. For pop genre, the target audience are more towards to the teenage.
Lastly, the tempo of the pop music video are served much more upbeats and it give the audience excitement when they listen to it.
Blank space - Taylor Swift
Style of Music Video
2. In concert and live performance - The artist record the live during their concert and then they use it as a footage in their music videos.
3. Animation - Using fast movement by showing a series of picture and frame.
4. Interpretive - How the view interoperate with the music videos.
5. Narrative - To show the viewer how the story was told. Usually follow the lyrics of the musics.
6. Impressionist - Making a fantasy which lead the audience away from the reality.
7. Surrealist - Very similar to the impressionist which the content of the are unreal element.
8. Parody - Creative way on making a humorous song "making fun" of the products.
Technique used in Music Videos
1. Cutting to the beats - this kind of technique are usually cut in time with the beats or the tempo of the music videos.
2. Miming and Lip syncing - The artist will pretending that they are singing but the fact that they are not singing. They just follow the lyrics of the song and mingle around.
3. Visual Effect - Use the current technology such as Adobe After Effect to edit it during post production to create those special effect such as fire, lighting, text moving and others.
4. Chroma Key - This is a special effect that will be apply it during post-production stage. The technique was used by compositing 2 images or video stream together based on the color hue(chroma). But before they get 2 image or video combine together, the raw footage of the element especially the background that was support with a green screen background (fake background). So, when it come post-production stage, the editor can use the other background and combine it into the current composition layer.
References :
Billboard. 2016. Twenty One Pilots' 'Heathens' Tears Up Rock Charts With Big Debut | Billboard. [ONLINE] Available at: http://www.billboard.com/articles/columns/chart-beat/7423244/twenty-one-pilots-heathens-rock-charts-big-debut. [Accessed 08 September 2016].
jamsjamsjams. 2010. Slide Share. [ONLINE] Available at: http://www.slideshare.net/jamsjamsjams/conventions-of-music-videos-2935597. [Accessed 8 September 2016].
Wikipedia. 2016. Heathens (song) - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/Heathens_(song). [Accessed 08 September 2016].
Hayley. 2013. SlideShare. [ONLINE] Available at: http://www.slideshare.net/957303Hayley/styles-and-techniques-for-music-video. [Accessed 8 September 2016].
Week 2
In this week, we went to the motiofixo company to get a brief from them for the current project.They show us the original footage of their music video of "Aku Pelat" and we have to enhance it. The link below show the music video of "Aku Pelat" from motiofio company.
Aku Pelat- Motiofixo
The people from the motiofixo brief us that this music video are falls under reggae genre. Since this music genre was in reggae, and I have to get some research on reggae genre in music industry field so that I get to have understand more on their convention style.
Reggae is a unique music to Jamaica, but originated in New Orleans R&B. Reggae relies on skittering guitar and syncopated rhythms, ska waster interpretation of R&B and it was quite popular in the early of 60's. However, during one hot summer, it was too hot to either play or dance to ska, so the beat was slowed down and on that moment, reggae was born,
Reggae has spread to many countries across the world, and it often incorporating with the local instrument and fusing with other genres. Many reggae artist began their career in the UK, and there have been a number of European artists and bands drawing their inspiration directly from Jamaica and the Caribbean community in Europe. Beside that, Reggae Africa was boosted by the visit of the Bob Marley to Zimbabwe in 1980. In Jamaica, authentic reggae is one of the biggest source of the income.
Moreover, the characteristic music video in reggae from the bands or the artist usually play 4/4 times or swings time because the symmetrical pattern of the music does not lend itself to other time signature such 3/4 times and the music from reggae genre of music are much more simple. Most of the time the music chord usually does not more than 1 or 2 chord. However, the instrument that carries the melody of the reggae song are the bass and the and guitar serve as the entire rhythms of music.
Brainstorming session with group members
After we have our briefing session from motiofixo company and our lecturer, we start have our brainstorming session with our group member. We were discuss what kind of element we should apply in "Aku Pelat" music videos, and end up we decide to apply it with motion graphic design for enhancing the "Aku Pelat" music video. Each of us provide few element that might applied it in the music videos. Here are the list of the element that would apply it "Aku Pelat":-
- Words come out from the mouth (typography)
- change color according to the tempo/beat(the video)
- split screen
- 3D electrode stuff
- animation (frog, tongue, lock,gate and rope)
After meet up with our tutor from Mr Kannan, we share our idea with him, but then he give us some advice and ask us go back to look for more referencing from others instead of listing down what kind of effect that we gonna to apply. So, we accept his advice, and we start have another discussion again. This time, we found a reference idea which is about projector mapping, and we plan to use this idea to apply it in "Aku Pelat" MV.
"What You Feel" Projection Mapping Music Video
3D Projection Mapping In Adobe After Effects
References
Music Genres List. 2016. Reggae Music Genres List. [ONLINE] Available at: http://www.musicgenreslist.com/music-reggae/. [Accessed 08 September 2016].
AllMusic. 2016. Reggae Music Genre Overview | AllMusic. [ONLINE] Available at: http://www.allmusic.com/genre/reggae-ma0000002820. [Accessed 08 September 2016].
Music Genres List. 2016. Reggae Music Genres List. [ONLINE] Available at: http://www.musicgenreslist.com/music-reggae/. [Accessed 08 September 2016].
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