Animation Pre Production Paperwork

Location Release

Location Recce: w16

W16 Images:

Music Video : White Lies - Farewell to the Fairground | Oliver Tyrrell

Pre Production Paperwork

Music Video Synopsis

The general idea of my music video is based behind the idea of escaping. The main character in the video is escaping from his issues returning back to a happier place in his life. The video concentrates on his mental battle and his attempt at escaping from his inner demons.  The video will be set on Winterton/Hemsby dunes. The video will start off relatively slow revealing the character and his issues. Once the chorus begins, the pace will increase and the action begins. The main character is looking paranoid and adjudicated. He runs  up and over dunes falling over in the process. He then stumbles down to the beach line continuing to fight his demons. The song reaches its most powerful moment as the main character its physically fighting back until he falls down into a Heep and lays still. The next verse shows him slowly sit up and then proceeds to walk away the audience unsure if he has won or lost the mental battle.

Research & Planning - Music Video Unit

White Lies "Farewell to the Fairground"

The track I have decided to shoot my music video for, is called Farewell to the Fairground by White Lies.


Track Analysis

White Lies are an English post-punk band from Ealing, London. Formerly known as Fear of Flying, the band consists primarily of Harry McVeigh (lead vocals, guitar), Charles Cave (bass guitar and backing vocals), and Jack Lawrence-Brown (drums). The band perform live as a five-piece, complemented by sidemen Tommy Bowen and Rob Lee.

White Lies formed in October 2007, upon writing songs they felt didn't suit their original band. After delaying their first performance for five months to build up media hype[citation needed], they earned a recording contract with Fiction Records days after their debut. The release of singles "Unfinished Business" and "Death" led to tours and festival appearances in the United Kingdom and North America, including a headline performance at BBC Radio 1's Big Weekend and a place on the 2009 NME Awards Tour.

Farewell to the Fairground is a powerful song that sends you on a roller coaster ride of emotions. The track begins with a deep sense of worry and seriousness and slowly builds up into a whirlwind of powerful synth cues. Harry McVeigh has a very strong deep voice that compliments the harsh tone of the track. The lyrics seem rather symbolic to me and represent a persons struggle to deal with issues at home. This is my opinion but the name "Farewell to the Fairground" might be a person running away from a dark unhappy place in their life.

Bands Image & Representation

The English post punk music scene has grown massively over the past decade with bands such as the Arctic Monkey's and The Libertines growing its fan base every day. The Arctic Monkey's have especially seen a rise to fame winning a number of awards and nominations. With bands such as White Lies growing alongside these bands they have ultimately evolved their image to suite current trends. For example when the band was first formed in 2007 the band focused their image around a darker style of music. They often wore smart black clothing. Since then their image has slowly turned more mainstream which has shown in their music. Their latest album has been reviewed as being "generic" and it shows in the fashion. They have lost their dark, mysterious look and opted for plain generic t-shirts and slick hair.  I feel as though their tours in the states have altered their image a lot. This becomes apparent in their latest music videos that hold no narrative and instead focuses on architecture and relies heavily on clever editing. Their older music videos focused on emotions such as fear and love. Their music videos intrigued the viewer and you actually felt something towards the narrative and its characters.  They portrayed their ideas with subtle references to issues in our modern day society. "Death" their very first single released in 2008 focusing around the fear of growing older making decisions something I myself can relate. The video focuses on a young teen who seems isolated and depressed but fights through these issues instead of letting them boil over and worsen.

Lyrical Analysis

Music Video Productions: Styles, Conventions & Techniques

In-concert & "As live" Footage

One of the most common forms of music videos consist of "as live" or "in concert" film. The band or artist are often shot playing their individual instruments as they would in a live performance. This style of music videos are simple and easy to make. "As live" music videos are also a very effective way of marketing the band or artist. It allows the musicians to show off their styles from music to dress sense. In the "as live" music video of Last Nite by The Strokes, we can clearly see the bands name on the drum head. You also get to see the rebellious, no care in the world attitude of Julian Casablancas (lead singer). Fans are not only able to get a look at their favorite band live but they can also copy their hairstyles and clothing style to match their trend.



Narrative and Interpretive
Narratives are commonly used in music videos. For many music videos the narrative is a literal expression of the songs lyrics. The content of the video is often connected to the songs lyrics; but this is not always the case. Narrative music videos can also be used to interpret the lyrics or meaning of the song. Other music videos ignore these styles and solely contradict the lyrics of the song. Some narrative music videos ignore the songs lyrics all together telling a story that has little to no reference to the lyrics. This is a very popular style as it allows artists to be creative and express not only the songs meaning but their own thoughts and emotions. Narrative music videos are very engaging for the audience are often preferred over performance based music videos as they are more interesting to watch. Music videos with strong narratives can have lasting impressions on the audience. Pink Floyd's album "the wall" is a story based upon the albums main protagonist "Pink" who in the song "Comfortably Numb" struggles to handle the world around him. The battling artist over doses on drugs. He is found unconscious in his hotel room by his manager who with the help from paramedics revives him using a drug and carries him to the limousine waiting to take him to a concert. Along the way to the car we see flashbacks of his troubled childhood. Pink then begins to hallucinate due to the drug and finds his body transforming into a large pink diseased boil like form. He begins to rip the diseased boil off of his skin leaving him sitting in the car wearing a Nazi uniform. The narrative of the music video is very powerful to watch and portrays Pink Floyd's progressive and psychedelic characteristics very well.


Surrealist/absurdest
Surrealist music videos like MGMT's "Kids" are bizarre to watch leaving the audience often surprised and confused. They often hold elements of normality and then mix the surreal factor in to creating the unusual effect. For example, in "Kids" we are shown what seems to be a normal mother and child. However the child begins to see deformed monsters, that seem to be tormenting him. They are constantly watching over  him and he is clearly scared of the "monsters". The odd looking monsters seem to portray the way we see bad people. The child is scared of these people, and the music video shows them as monsters so the audience understand his feelings and the way he sees others. I personally feel as though the video portrays the modern society that children are brought up in. The neglectful parent leaves her child and he is left in a massive scary place that he does not understand.  He longs to escape from the harshness of society and finds his happiness in the form of MGMT (dressed as angelic characters). However he is soon swept away by the monsters and is re-united with his neglectful mother. Surreal music videos often bear very little connection to the songs lyrics much like an interpretive music video. The surreal element of a music video can work alongside narratives and interpretive videos very well much like "kids".


Impressionist
Impressionist music videos focus on the emotional elements of the music rather than the literal narrative of the lyrics. The artist wants to focus on the way the song makes them feel rather than what the lyrics mean. Impressionist music video's often use soft lighting and focus's to create a minimalist effect. The music videos are often very creative and artistic. Josef Salvat's "Hustler" music video, he portrays his own personal opinion of a modern "hustler", an aggressive, sex driven person. The video includes a number of intimate moments as well artistic patterns. The video also includes soft lighting and shallow/soft focus's. These characteristics combine to create an impressionistic feel to the video.

Inter-textual: Synergy, Allusion, Pastiche, Parody and Homage
Artists are often influenced by other subjects when creating their music videos. They are usually influenced by other art forms in a positive way, and will therefore pay homage to their work. They can pay homage in a number of ways from subtly mentioning their work or they may try to re-create their work.

Homage
 A homage is often used to pay respect or dedication to someones work.

Stereophonics released their music video for "Pick a part that's new" in may 1999. The music video has a  strong reference to the original 1969 film "Italian Job". The music video re-enacts a number of famous scenes from the film such as the three minis driving though Turin after stealing the gold. The band are also shown playing their instruments inside the bus as it hangs over the edge of a cliff.

Pastiche
Music video's can also hold pastiche elements. Pastiche music videos imitate a style of work of someone or group of people. Unlike parodist music videos, Pastiche celebrates the style of wok rather simply mocking it.


The video for "Time is Running Out" by Muse is a pastiche  to the movie Dr Strangelove being set in a war room as part of a crisis meeting like in the film.

Parody
A parody is the use of a reference to other forms of earlier media intended as a mockery of that product. Often a parody will exaggerate certain parts of the mise en scene of the referenced product in order to make fun of it, or they will produce a similar narrative aspect to the imitated media with a, more often than not, comedic edge to it.



The video for "Sabotage" by the Beastie Boys is a tribute to cop shows from the 1970's and 1980's which had very distinctive elements of mise en scene such as the aviator sunglasses, moustaches, and American muscle cars, elements that are exaggerated in this video along with certain conventions like kicking down doors and sliding over bonnets.


Synergy
Synergy is the term used to describe the promotion and marketing of a product, and its multiple versions on a range of media formats. In music videos synergy refers to the promoting and marketing of another media format such as a film. A films official soundtrack will use promotional material (clips) from the film in its music video. Eminem released his music video for "lose yourself" alongside his film "8 mile". The soundtracks music video includes a number of clips from the film and helped promote the film very well.



References
Music video often reference other arts and subjects such literature and cinematography. Artists may refer to certain person, themselves or historical and cultural subjects. The soundtrack for the film "Ghostbusters" written and performed by Ray Parker Jr in 1984, refers to the film in a number of ways. The music video uses a mixture of visuals, some from the film itself and the others created for the sole use of the music video. The lyrics of the song also refer to the film. Ray Parker Jr, included a number of catchphrases from the film into the lyrics of the soundtrack. Famous phrases such as "Who you gonna call? Ghostbusters!" and "I ain't afraid of no ghost!".



Allusion
The use of allusions in music videos are often very powerful to watch. Music videos such as "If i were a boy" by Beyonce alludes the viewer into what they are seeing until the story changes and reveals that all is not as it once seemed. The role reversal in Beyonces music video portrays the typical role of a male man but in the form of a female. The reversal questions the audiences thoughts towards the behavior of both genders and whether they are equally as bad.


Popular Music videos
The simplest music videos will reflect the style or genre of music in the video. 50 cent , a rap artist often refers to wealth, sex and power. His music video for "P.I.M.P" includes all three of these characteristics portraying the genre of American Rap music.


Animation
Animation is popular style used in music videos as it allows the artist to invent creative worlds, characters and narratives. Animation allows you to express and explore explicit subjects, thoughts and feelings. The possibilities are endless when using animation. You can take the simplest of things and animate them into people with feelings and emotions.  The Killers use animation in their latest music video "Miss atomic bomb". The animated narrative tells the love story between a jealous young man and a female beauty contestant. The two characters fall in love, however the mans paranoid and jealous ways begin to torment him. He believes that she is having an affair with her dance partner. The man leaves town in despair later finding out that she was not having an affair and that his own paranoia pushed him away from the love of his life. The animation is very powerful to watch.


Techniques
Lip-Sync- Miming and Playback
Lip syncing is the term used to describe the miming of lyrics. In the production of music videos, the performer will often lip sync along to the song which is usually played aloud. In post production, the audio from the video footage is deleted and replaced with a high quality studio version. Music videos will often use a range of techniques to create slow motion visuals alongside normal paced audio. "Oceans", a music video by the band Coasts use the combination of slow motion videos and normal paced audio. Although there is no narrative in the video, the effect is rather pleasing to the eye and creates a peaceful effect.


Editing
All music videos go through some form of editing. Some music videos may consist of simple edits such as fades, cuts etc. However editing is very experimental, so in some music videos the editing is very apparent and creative. Red Hot Chili Peppers music video for "Californication" is a brilliant example of great editing. The music video uses a 3D animation video game style in which each band member fights their way to win the game. The fast paced action works effectively in its animated form.


Cutting to beat
A very basic but effective editing technique is cutting clips to the beat of the song. It's a common technique used in fast paced music videos. The technique can give different effects to the overall style of the video. Fast paced cutting for music genre such as rap and dub-step can create a strobe like effect.

The music video for "The hardest button to button" by The White Stripes uses cutting to the beat very effectively.

Post Production Effects
Modern day editing software allows editors to create stunning visual effects. These visuals effects often attract viewers regardless of the musical content. some of the greatest music videos ever made were so popular because of their cutting edge visual effects. Post production effects are therefore very popular nowadays


Katy Perrys music video for "Firework" uses stunning visual effects to create fireworks that seem to explode from the hearts of the videos characters. This effect creates a powerful sense of love and happiness.

Split Screen
Using split screens in music videos can be a very effective technique if used correctly. Split screening works especially well in narrative based music videos, as they allow you to show multiple time zones and characters. Showing two different time zones allows the director to show a change in time. Split screening characters allows you show comparisons/contrasts between the characters.


Mumford and Sons use split screening in an interesting way, showing each band members journey to a live show. Each member uses a different form of transport before they finally meet live on stage.

Chroma Key
Music videos often use chrome key to create an interesting, sometimes comedic element. Footage is shot in front of a green screen and the unwanted background is then chroma keyed. Background footage is then layered behind the original footage. Kanye West use chrome key in his latest video "Bound 2".


Camera Movements and Shot Types
Camera movements in music videos are very important. The quality and style of the shots can make or break the popularity of the video. Poorly framed and shot footage can be an eye sore for the audience. Creative and smooth shots such as tracking shots, tilts and crabs can very pleasing to the eye.


Coldplays "Yellow", uses one continuous tracking shot, giving the effect of a smooth, slow paced narrative. Your are instantly engaged and want to know where the character is going.


A$AP Rocky's music video for "Goldie" use multiple shot lengths and angles that helps create a past paced and personal tone to the music video. The variation of shots helps create the mis-en-scene for the multiple locations used in the music video. The variety of shots also allows the director to control certain aspects of the video.

The Purpose of Music Videos

Introduction

In this essay, I will be exploring the evolution of music videos and how they have helped grow the music industry that we know today. I will be particularly  looking at the effects music videos have had on artists and directors.

History of Music videos

-  In 1941 a new visual jukebox  called a Panorama which played music accompanied by synchronized film was invented. The device consisted of 16mm film projected onto a glass screen. It was soon a hit in the USA and could be found in many club across the country.


-  In 1975 Queen's music video for "Bohemian Rhapsody" is released and sparks the evolution of the modern day music video.


- In 1981 MTV is launched as the very first 24 hour satellite music channel. MTV would rapidly grow into a major hit and cultural icon.

- In 2005 iTunes and YouTube are launched creating a new and easily accessible method of sharing music. Both  iTunes and YouTube grow instantaneously with iTunes passing one million downloads under twenty days.


Promotion of Artists

Music videos have allowed not only artists to be discovered but also the directors, producers and editors that work alongside the artists.

"Gold on the Ceiling" by the Black Keys, uses self promotion in their music video by showing the bands name on the bass drum. This a simple but effective method of promoting the bands image. The video also highlights the bands dress sense and it their live performances.





Music videos can also promote directors. Arctic Monkey's music  video for "Why'd you only call me when your high" was directed by a young film director called Nabil Elderkin, who has worked with a number of famous artists such Bon Iver, Foals and Kanye west has gown in popularity primarily because of his previous work and the hype they have created.






Producers Strategies

Different bands will be marketed in different ways. Artists considered as mainstream will often be portrayed with a glossy polished image giving an appealing appearance to the audience. These Mainstream artists will include a number of differing conventions in their music videos such as CGI, sex appeal and high budgets (Locations, cars, fashion). Main stream artists are often promoted on websites such as MTV and YouTube.


Kanye West's latest music video for "Black
Skinhead" uses CGI to create Kanye himself dancing and morphing into a "possessed" creature. The possessive animal inside is trying break out of Kanye West  and his attempts "fight back" fail.

Music videos can often have a high sex appeal. Katy Perry's "California Girls", uses a mixture of female nudity, sex related references in the lyrics and in the fashion worn by Katy Perry.  Lyrics such as "sex on the beach" and fashion accessories such as nipple tassels are used to attract a certain audience. The provocative references are both subtle and alluring.

Independent bands and artists will often take a different approach in marketing their talent rather than their image. However this isn't always the case, as some artists may want their work to lead in the direction of mainstream audiences. Independent bands and artists will either pay for their music videos to be produced or their independent record labels will; either way their budgets are far less than a mainstream artists. These bands and artists are often promoted on websites such as Vimeo, YouTube and Scuzz.

Coasts released their debut single "Wallow" in 2013 and are signed with Tidal records, a small London based independent record label. The music video is a very simple performance based video that highlights the bands skills and vocal talents. 

Self produced artists use websites such as Twitter and Facebook to self promote and share their work for free and to a large audience. Many artists have risen to fame through the use of Social Networking such as Logic, who started out as young rapper from Chicago. He produced his own work in his room for a number of years, posting his music on Facebook, Twitter and his own personal YouTube channel. His rise to fame came  through publicity on large YouTube channels such as "Faze Clan" a gaming channel who's audience began to love Logic's music. Eventually he was signed by Daff Rap recordings and seen continuous success.

One of Logic's Music videos, that has helped him grow through marketing on social networking.

Advantages:

• Innovation on ideas
• Free marketing
• Freedom for new ideas
• Can set your own deadlines

Disadvantages:

• Low budget, limits ideas
• Saturation, less likely for the artist to get noticed

"Art" and statement through music videos

Artists who like to express their music videos through artistic visuals will do so to promote a statement or address an issue. They will normally be:

• Visually experimental
• Low Budget (not always)
• Contain various transitions / shots like crossfades

Thirty Second To Mar's music video for "This is War" was created to help promote peace in the middle east and war in general. The video uses a mixture of stock footage and artificially produced footage. It depicts the loss of a soldier and friend. 

Extension of Income

Like radio, when a music video is shown on screen the artist gets royalties. Each time it is watched another payment is made. The artist will 'in theory' get royalties as it is almost impossible to track the consumption of the video. Instead an estimate is made which is based on the popularity of the artist or song. One problem with that is only some unrecognized artists get royalties and is due to mainstream popularity.

Reasons are:

• Mainstream artists are popular
• Companies don't want to take the risk on paying the unrecognized artists
• Budget may be low or the music video might not be well made due to low budget

There are other methods for unrecognized artists to get paid for their videos:

• Coming up with innovative ideas
• Uploading to YouTube, payments can be made through the amount of views a video gets
• Other methods of distribution and exhibition

Self Produced artists that promote their music on websites such as YouTube will often partner with companies in order to gain a steady revenue. This allows them to make money from advertisements on their channel/videos. Its a less common method of income for most artists but an option that some are delving into.

Extensions of income/platforms

There are a range of media formats that allow audiences to hear watch their favorite artists/ bands. Each media format as advantages and disadvantages but all have the same goal of promoting and sharing of music. The most common methods are:

• The Internet : YouTube - Vimeo
• Radio: Radio 1 - Kiss - Capital FM
• TV: MTV - Kerrang
• CD/DVD:  Springsteen & I  (DVD) - Born in the USA

Multiple media outlets can have their advantages and disadvantages:

Advantages:

• More platforms to distribute and exhibit videos and music

Disadvantages:

• The ideas become saturated due to other artists doing the same thing
• Innovation is required to gain exposure
• Piracy is becoming popular

Synergy

Synergy is the term used to describe the promotion and marketing of a product, and its multiple versions on a range of media formats. In music videos synergy refers to the promoting and marketing of another media format such as a film. A films official soundtrack will use promotional material (clips) from the film in its music video. Eminem released his music video for "lose yourself" alongside his film "8 mile". The soundtracks music video includes a number of clips from the film and helped promote the film very well.

Eminem also sells merchandise alongside his tours and albums. Fans are able to wear the same clothes as their favorite artist. Not only are his fans able to wear his clothes but Eminem's popularity will continue to grow as friends of friends begin sharing both his merchandise and his music.

Conclusion
Music videos are popular for a number of reasons. They give a new and interesting method of viewership for the artists fans. Music videos also allow fans to watch their favorite artists play live engaging with the audience. They also get to see glimpses of their personalities and fashion styles. Music videos will continue to grow alongside technology. New media formats will be created allowing music videos to be viewed by even more people. However, formats such as the Internet are causing major issues with Copyright laws.