Genre.

When looking into music videos and starting my genre analysis of two music videos I decided to analysis Pop music videos. The first music video I looked at was Jessie J's Nobody's Perfect.

Her music video for this song has a lot of the conventions of pop music videos. but Even though her video opens up not looking like a pop video because it looks quite spooky as it shows a old scary house with speaking over saying "if you look closely, the eye picks up more than you think. A simple blur becomes something. a light becomes a shape and a world becomes colourful" This makes the audience think its not until the words are spoken and the scene changes to inside the house and it shows it is full of colour just like most pop videos. Once the speaking has stopped, the song starts and the scene opens in a dining room which is full with people all dressed in bright colours and random outfits.

Codes and Conventions in Hip Hop Music Videos

The genre I have chosen to analyse is Hip Hop. I have selected two music videos to help me understand the codes and conventions within this genre.



In Hip Hop music videos the location is usually set in a party, or a club with the use of alcohol shown and no narrative. The artist is usually focused on and very involved in the video, showing off their expensive jewellery with attractive women around them and close up showing off their assets, establishing shots and long shots are also used to show the location and what is going on around them. Recognised brands and clothing are occassionally shown.

I chose to analyse Rihanna - Don't Stop The Music as this is a Hip Hop video that conforms to the codes and conventions. There is no storyline to this video as it  is in a club. There is no alcohol really shown in this video, but the audience would presume there is alcohol as people who go clubbing stereotypically binge drink and get very drunk.The limelight is only on Rihanna in this video, with a  few other dancers on the dance floor who are occasionally shown. The camera focuses on her shoulders up jewellery a lot, perhaps to show that she is well off.
There are lots close ups of rihanna's face to show she is attractive and that she is the main focus in this video. Examples of establishing shots are also used to show the location of the video and the different areas of it, such as the toilet, the dancefloor and the seating area. We can see that she is dressed to go out as swe see right away that he has heels on and a dress. The artificial lighting and darkness also tells us straight away she is  in a club.






The other Hip Hop video I chose to analyse was Beyonce - Party as this video also conforms to the codes and conventions of Hip Hop videos.

There is also no storyline in this video. Straight away we can see that Beyonce is getting ready to go out, as she is cooking, getting her hair done but also all her make up is done as it shows us in close ups. We can see there is a use of alcohol as she has a cup in her hand whilst dancing with her friends. The next scene, there is an establishing shot of everyone dancing telling us its at a party. We also see another establishing shot of beyonce in a swimming pool, with everyone around her drinking from red cups, which tell us its alcohol

Final Animation

Set

This is our background for our music animation, we add these words in during the song, but when we dont have these words we just have a plain american flag with no words.

shot list

This is the shot list.

Storyboard

Here is the story board for our animation.

Anamation Idea

Our anamation is going to conceptual based video, we have decided to do this because our song is a dance song and it does not have a narrative and this seemed like the best idea. We are going to create small dance movements to go with the soundtrack. This will keep the audience entertained and keep them watching.

For our anamtion we are going use playdough to create our people, it is going to consist of 3 people with either faces we create out of play dough or use celebrity faces we stick on.

Our background is going to have the american flag in it because the song is called PARTY IN THE USA! and it is set in america.
It will also be set on a stage because they are dancing. It will also have a blue sky background.

Ideas for animation

This is our mind map of ideas for our animation music video. We thought of a range of ideas we could use for our music video. We listed positives and negatives about each idea we discussed.
Our first idea we thought of  was drawing pictures of people for video. There were negatives and positives about this. We thought this would be a good idea as it would look very effective and skillful but would also be difficult to draw accurately and to ensure they look the same in each scene.

We also thought wooden models or lego could be a good idea for our music video as they are easy to move, and would be very easy to position and to ensure they are in accurate positions, they could also stand up on their own, so we wouldn't have to hold them up. The only problem for wooden models would be that it wouldn't make our video very creative as they do not have any faces and would be a bit boring. Where as lego does have faces and clothes on them already which will add to the mis en scene of our video, this is also a negative as we cannot choose their outfits, and the lego will not bend very easily.

We also thought of using puppets, by wiring their arms and moving them to music, perhaps dancing or going along to a narrative. This would look very effective but would take up a lot of time and would be quite a long process, it would also be quite difficult to make the puppet move in time and to make it actually look like it is dancing.

Our last idea we thought of was playdough this was our best idea we thought as playdough is easy to create things out of, its easy to position and stick together, there is all different colours of playdough and its fun to create things with. We thought of lots of different ideas we could create out of playdough such as creating people out of it, sticking human faces on their faces or sticking things in the playdough for the different body parts, also playdough is easy to stand up by itself and move around. This is the idea we will be using for our  animation music video.

9 Shot Analysis

We choose to analyse 'Turn Me On' by David Guetta and Nicki Minaj as it is in the same genre as our own chosen music video, 'Party in The USA' by Miley Cyrus.
This music video is very different to the one we have chosen, this one starts off with animation. There are lots of close ups of the animated character in this video, showing the audience that it is slowly being created to be more and more human like. There is also examples of a dutch angle when the animated body is created, to show us it is human like and the gender of the figure. The location of the video seems to be in an old fashioned dark place, inside a large building where things are created and designed, this is a different kind of location for a music video and we can see the other character in the video is writing and has electrical equipment strapped to his head. This tells us he is designing or creating something made up of electrical products. Almost all of the scenes shown through out the video are short shot duration as we only get a quick showing of each part of the video, this conveys urgency in quick detail but is enough time to show the audience what is going on.

As this song is the same genre as the one we chose for our video we will use close ups and different angles in our animated video. We will also use a different kind of location for our video as the video we analysed was in an unusual location. For our animated video we will also use short shot duration more than long shot duration as this is a type of editing that was used a lot throughout this video.

Song Animation Choice

The song that we have chosen is Miley Cyrus - Party in the U.S.A. This song is a pop song, that is very popular and attracts all different audiences. We chose this song because its upbeat and catchy and gives us lots of ideas of mise en scene, angles and the pace we could use in our music video. Theres a 10 second intro at the beginning of the song, so we will cut the first ten seconds, so it starts at this time until 1.10, this way we can fit in the chorus of the song for our minute video.