SEMIOTICS HOMEWORK - Initial Response

SEMIOTICS INFORMATION SHEET

SEMIOTICS Questions - Preparation for MAKING A MUSIC VIDEO 


GCSE STUDENT GUIDE to SEMIOTICS

KEY TERMS for Semiotics

MODE OF ADDRESS - how text speaks, involves and influences audience.

1. Direct - refers to ‘you’.
2. Indirect - refers to a ‘group’.
3. Formal - uses formal phrasing ‘serious’ and terminology.
4. Informal - uses more conversational language and slang.
5. Friendly - optimistic and comforting.
6. Hostile - challenge or insults.
7. Humorous - comedy, could use sarcastic or ironic tones.

MORE KEY TERMS

Assignment 1 - Purpose Of Music Videos

Assignment 1 - Purpose of Music Videos

1. See the site below for the most successful albums of all time.  Checkout the music videos for the songs from the albums.

    a. Is there a common THEME, STYLE or use of MESC.FX (technical devices) ? Can you          link these to the music genre or artist branding
    b. How do they promote the branding of album e.g. album artwork
    c. How do they help to sell more copies of the album?

http://mentalfloss.com/article/62536/20-best-selling-albums-history

2. Respond to feedback for assignment 1 - see TIPS on Improving Written Pieces (study skills - blog page) 

      a. FINAL / re-submission deadline: WB - 14th Jan, 2019.

*** GENERAL FEEDBACK *** (MV = Music Video)
> PASS EXAMPLE for 29.1 & 2:

‘One of the purposes of music videos is to increase the profits from a track, as if someone sees the video and likes it they will buy that as well as the original track. One of the commonest styles is the ‘in-concert’ style where the band is filmed performing the song at a gig. This style uses a lot of fast camera movements and odd angles.’

> MERIT EXAMPLE for 29.1 & 2:

‘One of the greatest advantages of music videos is that they enable the performer to be seen on TV when they are not actually performing. Obviously you can’t play music on TV without anything happening on the screen so the video was developed to give viewers something to watch whilst listening to the song ... The techniques used don’t have to be expensive or complicated. Very simple ideas have been used like just filming the performer singing in a slightly bizarre situation. The video of Robert Palmer’s Addicted to Love is a good example of this.’

> DISTINCTION EXAMPLE for 29.1 & 2:

‘One of the greatest advantages of music videos is that they enable the performer to be seen on TV when they are not actually performing. Obviously you can’t play music on TV without anything happening on the screen so the video was developed to give viewers something to watch whilst listening to the song. This extends the playability of the track considerably. Sometimes the video goes a stage further and becomes a cult item in its own right. It’s more than likely that Robert Palmer’s song Addicted to Love would be forgotten by now, were it not for the video. From their

very beginning, there has always been a tendency for music videos to try to grab our attention with their use of high-tech effects. Queen’s Bohemian Rhapsody looks dated now but its use of split screens, strobes, and multiple and overlaid images was seen as groundbreaking at the time. Very simple ideas can work just as well, though. Addicted to Love used one set, five people and was shot in an afternoon, but it still works because the

basic idea is so striking.’

      b. RE-READ assignment requirements
              > Cover ALL questions - New artist/ direction

              > Discuss how YOUTUBE views equate to more record sales - increasing revenue for record label.  Hence linking the PURPOSE of music videos.  Try to include unit/sales figures for songs, albums.  Ideally in the UK/worldwide.  Avoid $ dollars - try to convert to £ sterling pounds. 
See the following sites for this:
https://www.allmusic.com/ - Find songs / albums
https://www.billboard.com/ - USA chart records
https://www.riaa.com/ - How many units were sold
https://www.officialcharts.com/charts/albums-sales-chart/
     c.  See MEDIA TERMS (technical) - apply these and define them! e.g. Use of mise-en-scene album artwork or record label logo shown in video.
     d.  What are the biggest record labels in the world? - DO they all use MVs? How ? Does the success of a MV increase record sales?
     e.  Keep it focused!!! -  You can mention the use of social media to promote MVs - BUT link this to record sales.
     f.   see BRIEF HISTORY OF MVs slideshow. For 'Where we watch and key developments MV.   

ASSIGNMENT 2 - MUSIC VIDEO : STYLES, CONVENTIONS & TECHNIQUES

Step by Step Guide to Produce VLOG

Download .psd template format for your blog.  

For assignment 2 you need to find examples of the Different MUSIC VIDEO STYLES:

1. Popular music genres 
2. In-concert and ‘as live’ footage
3. Animation (stop motion, CGI, 2D & 3D) 
4. Interpretative 
5. Illustrative / Impressionist 
6. Narrative 
7. Surrealist
8. Pastiche / Parody / Referencing / Homage
9. Influence of Commercials

THEN - MUSIC VIDEO TECHNIQUES USED

1. Cutting to beat 
   
2. Visual Effects
   
3. Miming and lip sync
   
4. Playback and lip sync
   
5. Multi-image
   
6. Camera movements (Tracking Shot / Steadicam)
   
7. Camera angles (Low/high angle)
   
8. Chroma key (see example below)

THEN - MUSIC VIDEO CONVENTIONS

1. Lyric interpretation
   
2. Extending or consolidating song’s meaning
   
3. Allusion 
   
4. Links to other artists 

EXAMPLE A -  How a particular ARTIST/BAND have used several different STYLES in their music videos. 

"In this music video by [ARTIST/BAND] the In-concert and 'as live' footage style has been used.  This style involves ..... In-concert and 'as live' footage has been around for a while.  One of the first videos like this was [ARTIST/BAND] ..... (example 1 - PAST).  In my contemporary example, the style of music video has been developed by (discuss any KEY DEVELOPMENT(S) here e.g. use of lighter equipment, green screen or steadicam).  This video also uses the following styles ANIMATION, ILLUSTRATIVE and PARODY.  It uses STOP MOTION ANIMATION  which involves claymation same as Wallace and Gromit films.  It uses ILLUSTRATIVE as it  ....  The TECHNIQUES it uses are MULTI-IMAGE see [IMAGE 1].  This screengrab shows the artist and protagonist superimposed in the same frame.  The CONVENTION it uses is ALLUSION where it refers to an diet coke TV advert see [IMAGE 2 & 3] demonstrating two similar this it to the actual TV advertisement."

EXAMPLE B - How you could discuss TECHNIQUES & CONVENTIONS.

"An earlier example of the use of CHROMA KEY/MULTI-IMAGE technique is the Queen - Bohemian Rhapsod music video see [SCREENGRAB].  This involves .... "   

EXAMPLE C - How you could discuss the TECHNIQUES of a Music Video.

In Daniel Avery - Knowing We'll Be Here the MULTI-IMAGE technique is used.  The key development of using this technique is that it is shot entirely underwater.  This is due to technological advances in camera equipment.  Whereas underwater filming kits are more readily available to use by music video makers"

TECHNIQUES & CONVENTIONS - ACTIVITY 1 
Here are some past video extracts from feature films that promote Pop Artist - The Beatles and Elvis.  They also show how earlier films established some of the TECHNIQUES & CONVENTIONS commonly used in contemporary (present) music videos. 

Identify the following TECHNIQUES in both videos.

1. Cutting to beat
   
2. Visual Effects
   
3. Miming and lip sync
   
4. Playback and lip sync
   
5. Multi-image
   
6. Camera movements (Tracking Shot / Steadicam)
   
7. Camera angles (Low/high angle)
   
8. Chroma key (see example below)

2. Visual Effects

Due to their experimental nature and the freedom of expression allowed, music videos have often been the basis for experimenting with new visual effects, particularly in the early days of CGI (Computer Generated Imagery)

3. Miming and Lip-sync

A well-established technique of the music video, the artists will often mime and lip-sync in their videos to connect their image and performance to the sound of the song. This is where they 'pretend' to sing the song as if they were singing it live.

6. Camera movements (Tracking Shot / Steadicam)

EXAMPLE - Steadicam

 

8. Chroma Key

This is a special effects / post-production technique for compositing (layering) two images or video streams together based on colour hues (chroma range). This process is often called green-screen.

EXAMPLE - Chroma key 

Identify the following CONVENTIONS in both videos.

1. Lyric interpretation
   
2. Extending or consolidating song’s meaning
   
3. Allusion 
   
4. Links to other artists 

EXAMPLE 1


EXAMPLE 2

1. Hand in assignment 2 - Styles, Conventions & Techniques 

      a. Deadline: WB - 17/12/18.  REMEMBER: You need to request an extension by a week before.  See me.     

      b. Refer to resources
      c. FOCUS on SCRIPT - see TIPS on Improving Written Pieces
      d. POST any draft works on BLOG so I can give feedback.
      e. Premiere PRO - Export VIDEO as .mov store on GOOGLE/ONE - DRIVE and post link on blogger.  You will need to hand in actual video file for FINAL SUBMISSION.   

UNIT 29: MUSIC VIDEO

Aim and purpose

In this unit learners will explore the purpose, styles and conventions of music video. They will then develop, plan and produce a music video.

Unit introduction

There are many opportunities for the application of music video production techniques in the media industries. Besides the established outlets of TV music channels, marketing and promotion within the popular music industry and direct DVD sales, there are also websites of new and emerging artists, Myspace and YouTube, phone downloads, and VJing in music venues, at concerts and at festivals.

Music videos provide the ideal opportunity for experimenting with visual moving imagery allowing learners to use their creative imagination to the maximum and to apply technical skills, which have been developed in other units.

The study of established styles and conventions of the music video is a starting point, as learners need to understand what has already been done in order to develop their own ideas. They can then experiment with techniques to create music videos, which might reflect their own musical interests or they might work for a band or artist to create a music video for a ‘live’ brief. They will also be able to enhance and further develop the transferable skills of video production, in particular the post-production techniques of editing and effects application, with the potential for advanced techniques such as mixing digital or stop-frame animation with live footage, chroma key and matte effects.

Learners will develop the creative knowledge needed to entertain and engage the target audience, to potentially consider the requirements of a client and fulfil the promotional purpose of the product.

The development of creative concepts and the skills needed to apply them are readily transferable to many other genres including advertising, drama and computer game design.

Learning outcomes

On completion of this unit a learner should:

1       Understand the purpose of music videos

2       Understand the styles, conventions, and techniques of music videos

3       Be able to originate and plan a music video production for a specific music track

4       Be able to work to complete production of a music video.

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