Music Video Purposes 20th September 2016


Revenue Generation- Money is key
Music video is part of the marketing strategy, a promotional tool.
Controversy is a disagreement in public.
Is it the artist & single, artist & album or artist and video.
Examples of controversy within the music world - Representation of women, race, religion, stereotypes, animals. politics, Police brutality.
Promotion can make more profit. With promotion the artist gains more money and fame and could later on get sponsorships. Signing to a record company will mean that you make more profit but you get told what to write about.

Controversial Videos:
Aphex Twin - Window-Licker
Madonna - Feels like for a girl
Erykah Badu - Window Seat
Justice - Stress
MIA - Born Free
Rihanna - S&M
TATU - All the things


Controversial Video
Common - Kingdom (Explicit) ft. Vince Staples

This song shows clear controversial of religion,police brutality and stereotypes. The song is referring to the 'keys', the keys to heaven because thats where everyone wants to go after the die. It talks brutality when Vince Staples starts to rap. As Vince is within the gang world he doesn't like the way police handle his people as they get murdered by someone who we think should be protecting and serving the country. The first part of the song is spoken and gives us facts about Chicago where both of these rappers are from. The first line in Vince Staples verse is "Sweet Lord Jesus, tell the polices to let a nigga breathe", he is trying to tell us that they’re breathing down Vince’s neck and waiting for him to slip up so that they can take him away.

2 Initial Ideas For Product

Orbi 906 the New Sony Phone

This is a new phone which will have a 1280 x 720 displays and 5.5 inch screen.
142mm in height and 71 mm width with the thickness only being 4.5mm making the thinnest phone on the market. The phones memory starts at 64 GB and highest will be 280 GB. The phones memory can be expanded with a Micro SD card but this not is included within the phone. The software that is installed in the phone will be android will Google Play so you can download any apps you want. The screen is installed with the newest Gorilla Tech so the screen will be able withstand high impact, also is waterproof and dust proof. The weight of the phone is 100g which is light but the design of the phone has a lot of grip so it is a perfect fit in your palm. The front facing camera takes pictures with 15mp and the Main Camera goes to 30mp so you can take pictures in high resolution. With these cameras you can capture all the best moments as they capture at high speed. The screen also allows you to watch videos in 4K so you can enjoy every movie or video you watch. The touch screen is very fluent and there are no time delays during any movement within the phone. The phone also comes with the latest HoloOrbi watch and HoloBlue headphones. The HoloOrbi will belike a thin watch that has a small square in the middle that will display your phones screen with Hologram appearing so you can use your phone on the go or anytime when you do not have your phone. All the files, apps or messages on your phone are shared with your phone. Also the watch will have a built in motion sensor so the hologram screen will appear when you flick the wrist. The HoloBlue headphones are wired but the wire can be removed for it too becomes a wireless headset using Bluetooth. When the headphones are being used wireless they are compatible with the watch so you can always have your private calls or listen to music without the wire in your way. The headphone and the phone have the new AI produced by SONY called Serin. The headphone will have a round button on the outer part to activate Serin so the AI can help with any orders. It will seem like you are having a normal conversation with a normal person.

The advert will be a form of Talking Heads, Realism and Documentary. The advert will start with the CEO of Sony and the designer of the phone side to side introducing the new Orbi 906. They will talk about how they wanted to go a different direction with the phones. While they are talking the audience the scene will cut onto a close up of the product. The CEO and the Designer will give a brief 30 second intro of the phone and then music will fade in while they will be splashing of colours and different locations. They will be ordinary people using the product so the audience has an idea. The advert will be approximately 2 minutes and at the end the product will be shown with the watch and the headphones and will flick through all the colours you can get it in within 2 seconds so it can stick the audience. I want the people to buy the product knowing that they can pick any colour they want.

The advert style will include Surreal with bright colours splashing on the phone and the black background. It will be dramatic as well as the people using the phone will be serious. The close up shot will be the top of the phone showing the logo then it zooming out until the whole phone is shown then the colours will come. The advert will be able to create a memory by all the bright colours being used and the music in the background. The CEO and the designer will explain the advantages it has over other products and its USP.

Nike KD12

The new coming Nike KD12 is fitted with the latest material which helps you keep stable on the court and make it comfortable fit. The traction is a Hexagonal pattern which allows you keep stable when changing direction on the court and stopping for a jump shot, also this pattern has only been on the KD9s and have been brought back to the KD12. It is fitted with Full Length cushioning so your foot is well protected from impact and will provide a soft landing. The material that is used is fly knit to provide breathability and make sure your foot does not move at all. Fly knit is used a lot as it is durable when playing, making it durable was one the key things as we need players to not feel insecure about how their shoes are doing. The rear section is textile mesh, foam, and fuses which provides enough structure and support for the foot so this setup works perfectly. The fit is perfect and there is no reason for you to go up or down a size. This shoe has also been implemented with latest tech which has been introduced with the Nike Mag and also with a tech that will suitable for a lot of players. The Nike Mag came up with the idea of self-lacing shoes where the shoe is able to feel the space and the pressure when you put your foot in. We have done that with KD12s so it will make there foot secure. With that being said this is the first shoe with the latest that scans your foot if it is wide or thin and the shoe will adjust to your foot width bringing the lateral and medial sides closer or further away from each other.

The form of the advert will be realist, animation, and series. The advert will start with a close up of the shoe while it is real and the zooming out to Kevin Durant being animated. The camera will follow Kevin Durant’s moves while he dribbles the ball while he is animated. Then Kevin Durant around 30 seconds of being animated jumps out and is not animated anymore. Then he encounters players that are trying to get the ball off him then you will be able to see the shoe in action while the colour ways are changing for every step he takes. The advert will be surreal and Dramatic as the animation is the style of surrealism. It will be dramatic as there will be no music and just diegetic noises such as the basketball bouncing and they will be non - diegetic as hyper real sounds will be put in when the colours change when Kevin Durant is taking every step. The celebrity will be Kevin Durant as he will be promoting his own shoe. Every time Kevin Durant is too stop they will be a cut into a close shot of the shoe and it will be labelled with some of the key things that make it a better shoe than any other shoe. At the end the advertisements the shoe will Rise up and rotate clockwise and land. Then the Nike logo will appear at the top and then Rise Up will appear bellow.

29.1 Understanding The Purposes Of Music Videos

Promotion of the artist album:
https://www.youtube.com/watch?v=eRaFMlZ1YHA

J.Cole Apparently was released on December the 9th 2014 by Dreamville Records, Roc Nation and the Columbia Records with the rest of his tracks on the Album, 2014 Forest Hills Drive. The Album was supported by four singles: "Wet Dreamz", No Role Modelz , "Love Yourz" including "Apparently". Singles are used to promote the album which this song does very well.  Throughout the video there is a blue or green kind of background which can relate the colours to the album cover. It also will have images of the memories he had when he lived at Forest Hills Drive. The first verse he tells a story about a time when he got famous and was living the life in New York until the house he once lived in (Forest Hills Drive) was enclosed and was for sale. He went back to buy the house for his Mum thinking that all the pain will go away.

The visual effects in the background go well with the story/ the music video. This shot is an establishing shot which gives us an idea of how Forest Hills Drive was. Even though the images within the video are blurry the still give us an idea. This could probably mean that J.Cole is keeping some of his privacy to himself by the blurring images.

This is a mid-shot of his Mother; this can tell us how she is happy when or after she got the house back. The whole first verse tells us about Forest Hills Drive and there is a line when he mentions it, and how it wasn't a perfect home. So the first verse tells us about how his Mother was not able to make payments to keep the house and how J.Cole felt so helpless so later on he bought the house again and renovated it to make it look like how it was when he lived there.

 
Promotion Of Particular song

https://www.youtube.com/watch?v=9bZkp7q19f0

The song was released on July 15th, 2012 and is the 18th Korean Pop single. On December 21st, 2012, "Gangnam Style" was the first YouTube video reaching a billion views. Now the song has been viewed over 2.65 billion times on YouTube. The song was praised by its catchy beat and Psy's dance moves which have now become a phenomenon dance move. You can see that the video was a high budget as it was recorded in various locations such as World Trade Centre in Seoul, Songdo Central Park and International Business District Station. By being a catchy song it increased is recognition as a song and for the artist. It is too being said that Gangnam Style has made 8.1million dollars just over the YouTube video. Now imagine how much it has made all together. The video also is very humorous in some scenes such as when he is in the toilet and he is still singing the song. The dance move is still well known in the world and still is being demonstrated today and used within parties as it is very memorable.
Promotion of synergy with another media product:
https://www.youtube.com/watch?v=OLPbw52g5bQ 

This song is called Bullet Proof Love which is performed by Method Man. This song is used in the new Netflix series Luke Cage. It promotes the series Luke Cage and also the Marvel Entertainment as they have a big part on making the series Luke Cage. During the song Method Man raps a line that is ''Lord, who to call when no one obeys the law

And there ain’t no Iron Man that can come and save us all?''. This lyric also can promote Iron-Man and the avengers as they are movies of these superheroes. Synergy is a term used to describe a situation where different entities cooperate advantageously for a final outcome. The song is only been used in the series Luke Cage but people are listening to it as it has become a hit.  Method Man being a great lyricist while doing music has promoted Luke Cage in a good way. The music has a style which is illustrative as the lyrics and the video share the story as there is scenes that are within the episodes and it does tell the story of the character.

 Promotion of new artist or promotion of an artist's change in musical direction or image: 
https://www.youtube.com/watch?v=E2xEfMyBtUg 

Bas is an American rapper from Queens, New York. He started his rap career in 2010 and was signed to Interscope and J.Cole's record label Dreamville. When Bas signed to Dreamville Records on January 28th, 2014 they made a partnership with Interscope Records. When Bas was doing his own music he wasn’t getting a lot of notice he signed with Dreamville records and collaborated with J.Cole in the song Lit, My n***a just made bail and Night Job. With these three songs he has reached more than a million in each of his songs. Also when he signed with Dreamville, nearly all songs he does have a 1-3 seconds of the logo before the video starts.

Bas as a upcoming rapper he had a unique kind of style that grabbed a lot of artists attention. Most artists who are very famous have collaborated with Bas. So by Bas doing collaborations with famous artists he has promoted himself by saying he is capable to reach that kind of level of music.

Increasing the income for the record company:

https://www.youtube.com/watch?v=cimoNqiulUE
The OVO Sound was found the rapper and singer Drake. Drake found OVO sound before 2006 as the label was once called Octobers Very Own. It is has made made a huge income as Drake was a singer until he made progress and started to rap. As Drake started to involve to one the best artist to be compared to what Michael Jackson did he signed more artists such as PARTYNEXTDOOR, Majid Jordan and Roy Woods  just to name a few. The record label has grown further in the years as it now has it's own clothing line which was found by drake as well. With Drakes singles such as Hotline Bling and some collaborations  with very well known artists such as Rihanna. By making it from someone that you never heard of to someone that people debate about being the best rap artist or the best thing that has happen to hip hop has definitely increased the income within the company. Drake has not built the company by himself and he is always giving credit to his team.

This shot is a long shot and a wide shot as Drake is in the middle and his crew are all looking directly in the camera. The thing that stands out the most is the logo of the clothing brand which is the golden owl. In most of Drakes videos has the clothing brand logo or at least the colours to represent the record company.

As Drake has signed a lot of artists that are becoming well known the income for the record company has increased over the years as every artist is at least dropping a song or an album. Also the OVO sound has made a YouTube channel called OVO radio which they release songs that are free to the public so they can listen. Having the three platforms that can increase the income of the company which is fashion, music and socialising with the public.

Increasing the range of media artist is active in: 
https://www.youtube.com/watch?v=Kr0tTbTbmVA 

The song is Summertime with Will Smith and DJ Jazzy Jeff. The use of different media outlets is useful when it comes to music; the more you use different types of media platforms the more you are exposed to a wider audience. This produces a lot of income for the record labels and also benefits the artists dramatically. In this video will smith still shows of his humour in little snippets but this music video is mostly about summer bbqs, family time together it just a fun filled music video.  They are sitting in deck chairs and eating this shows his relaxed nature.  This video was one of his most successful songs and was a good step for this actor Will Smith is a great example of using a mixture of media outlets to launch his long successful career; from the show Fresh Prince of Bel Air from 1990- 1996 and eventually into various films and whilst doing that made videos, because he was a well-known actor his music was popular and is still at family parties.

This is a mid-shot of the two actors in the music video. The camera also seems to be at a low angle to show their dominance over the audience. These actors are also in the season TV show called Fresh of Bel Air which i have mentioned above. The person of the right is DJ Jazzy Jeff who is known as Jazz in the show and Will Smith played himself. The contrast and lighting of the video throughout is very warm and colourful. This can also tell us how happy the music video is and goes with the song and title “Summertime”.

Will Smith is still an active actor who has been in the movie After Earth with his son Jaden Smith, Concussion where he plays a doctor who has discovered a brain disorder in the sport American Football and the upcoming movie Collateral Beauty.

This is a high angle shot of a woman in a car that can represent woman as not being dominated by how the camera is placed. This is also shows we as the audience are dominate but it can show a different message as the woman is driving. In most countries woman are not allowed to drive so this can also show dominance and can encourage women to be able to drive more often as it goes against some countries and religions.