Potential Audience

My potential audience could be people that are interested in dance and indie type music. This is the style I feel the song I am doing is. I believe that people who enjoy fast tempo-ed, upbeat music will also be the potential audience for my music video. I feel this would benefit people around the ages of 15-30, maybe teenagers or young adults that come under the 'smart urban' tag.

Filming Process!

I have decided to film during the christmas holidays, this is because it allows me a full day to film properly, and to take my time over the video, giving me the best possible chance of high marks for construction. But before I think about this, I will post my ideas for location and actors, as well as the storyboarding! :)

Another Student example

This student example is called smaller than you. Personally, I do not like the video, however it does suit the indie style of music it is conforming too.

again, the beat of the song is fairly quick, so the pace of editing and effects are up with the beat of the song.

the music video is part performance, and part narrative. There is various close ups of the drummer and the guitarists in the video. this conforms to the conventions of a music video because it is 'promoting' the band in the video.

the video also shows lots of shots of people on skateboards, riding around Norwich and snatching some drumsticks out of other peoples hands.

There were lots of awesome angles used in the video, showing the skateboarding at the right light, and the actual costumes and props made us believe the music video

Student example

This student example is a video to a song called Helsinki. this video gained a high number of marks in examination, and after studying this text, I would agree that this is a fantastic piece of work.

The music video is based around a young person doing parkour around the city centre following a stream of light. This video conforms the dance genre conventions, with the fast paced editing tempo, and the orange light which is clear in the video. The video does have a narrative, with the narrative not being clear to us until the end of the video, where the parkour man picks up the ring he had given to his girlfriend. This means that the orange light he was following around Norwich city centre was connoting the ring.

It is clear in the video that there hasn't been many characters used, only the parkour guy, and the other character who is the female he is interested in. The simple use of props, only the ring, means that it was a low maintenance video to make, and this allowed a lot of thought and work to go into the editing sequence, which made this video superb.

The pace of the editing is what made this video exciting. He used a lot of straight cuts, and jump cuts to other scenes where the man was doing his parkour. This pace conforms to the dance genre because dance music is fast paced, upbeat and colourful. Other effects included slowmo, when he jumped over the camera, giving us a high angle shot of the parkour guy.

He used a variety of shots in the music video, however the most common shot seemed to be the long shot of the parkour guy. He also used a lot of panning and tracking in the video, this also conformed to the fast nature of dance music videos.

Here is another example of a student example, which again shows the elements of their genre, Dance,  being linked  in.

Similar to the other student example, the main location in this music video is the town centre of Bury St Edmunds, yet the other locations are very dark and mysterious settings such as in the multi story car park and in one of the nightclubs called, DeJa Vu, which shows they would have to spend some money on the hire of the club, which could have been an issue during the production.

As well as the other student example, they have included the fast paced 'fast forward' effect at the start going through the roads which looks like they are in a car, and passing the different lights from the street lamps, cars etc, which suggests the genre of dance due to the high key lighting, showing the spontaneous elements of being in a nightclub getting drunk seeing the blurry and non-clear lighting.

Her costume doesnt quite suggest the genre of Dance, as you would probably associate this sort of video with a girl dressed up in a dress. skirt etc, ready to go out. But she has been dressed in just normal clothes without suggesting any sort of personality of genre of music, so this could show the lack of emotion inside of her as she's 'addicted.' Yet her outfit changes in the shots of her drinking the alcohol which could portray the 'dark' side to her. As it comes every so often so it could also represent her mind, of being the evil addiction as the 'other side of her' is running around, as if she is trying to escape it

Goodwins theory has been included in the way that the lyrics are being matched up with the visuals as the main chorus states "totally addicted to bass" so she is in a club dancing on her own, which shows that she has no company of no one there to be with which suggests she's desperate for the music. The lyrics also include, "looking down to the street below" then the girl in the video looks down from where she is.

Another rule Goodwin goes by is the music matching up with the visuals, as some sections of the song are very slow but it ends up gets faster at the chorus which shows the girl starting off as being calm and collected dressed in white connoting her innocence, yet when the beat comes back faster, that could symbolise her addiction of 'bass' is coming back to her.

She uses different effects such as split screen to add the girl in the video an extra 4 times, so it could look as if she is imagining and having visions from this addiction she has. The split screened girls in the video are wearing the black so that could symbolise them against her, to create a battle between them and her.

I think I would include some of her ideas she has into mine, as i like the concept of her having an 'evil' mind that she's constantly trying to get away from. Yet at the end, it proves she has lost in this 'battle' by the costume, where she has the black jacket on when before she had the grey. This represents her as the evil now coming to terms that she is 'addicted to bass.' It could be included in mine by having a different sort of concept where it doesn't necessarily have to be the binary opposite of 'good and evil,' whereas mine could represent love and hate etc.

example of Spike's work

This is perhaps my favourite Text from Spike Jonze. This is because the video is cutting edge, yet uses mostly the same techniques as other music videos. my favourite shot is when the camera pans round to reveal the car, but whilst the camera is panning, it is zooming at the same time, yet somehow still manages to give a slowmo effect, this effect is used in the whole video as everything is slowmotion.

Picture of Spike!

Music Video directors!!!

Spike, although reknowned for his directing skills, also produced a number of other talents, for example, he was also an actor, and had cameo roles in the 3 jackass movies that have come out recently.

he also makes skateboard videos as he is a talented skateboarder and BMX rider. for example, he made the video 'yeah right!' for skateboarding.

Music Video directors!!!

My director of choice was Spike Jonze.

he was born Adam Spiegel in october 1969 in rockville, USA.

Spike was an avid BMX rider in his youth, and this reflected in his early career. he along with two other friends, became the editors of the dirt magazine, he then moved onto directing music videos in 1992, firstly directing the 'high in high school' video for the band 'chainsaw kittens'

Spike moved onto directing major artists' videos, such as beastie boys, notorious b.i.g, puff daddy, r.e.m, daft punk and fatboy slim. These videos were all directed around the late 1990's, obviously a period of time where spike was in high demand due to his skills.

perhaps my favourite spike jonze video is 'otis' by Jay-Z and Kanye West.

A student example of music video

Heres an example of a student music video with three boys from Thurston. The reason why I have picked a students example is because of the realistic element of budgeting in comparison with the other music videos I have looked at that are obviously real signed singers who are in the charts. Yet with this video, we we are able to relate to it a little bit more as we are using the same camera and editing equipment as they have in the past.

The locations that they use are local, with the main location being in Bury St Edmunds ranging from the town centre, bus station, skate park etc. Which obviously is quite easy access, yet it fits in nicely with the genre of it being Rap, and the style of the 'actors' who are associated with being 'greebos.' We can easily recognise this by the way they are dressed being in baggy jeans and hoodies, with their long hair all in their face. They also portray that style through the way they have hats on to the side and their 'bling' chains which can be associated with 'chavs' or the younger youth. The way they are presented to the camera being full on with hand gestures to portray the 'rapping' style that they have obviously picked up from the rap genres in the different music video research. Another shot of the actors in this video are them in a trolley messing about and having a laugh with each other which also shows that type of genre of indie/greebo rap with them not really caring what they are doing as long as they are enjoying themselves.

The camera at the start of the video is in fast motion looking like its scurrying through the streets/town of Bury St Edmunds ready for the song to start and the singing to begin. The camera angle in the majority of the video seems like its a low angle shot, may be to portray the intimidation and power that the actors in the video have. This is normally the case with rappers as they tend to be the centre of attention in their music videos as they want to come across to their audience as controllable over the camera, such as Eminem and Jay Z. Another way in which they make themselves stand out is by adding the effect of colouring tint in their clothes then making the background black and white. This may be because they want their t shirts/clothes they are wearing to be appealing as it is designer brands such as DC's which are normally associated with the style of 'greebo.'

Another interesting effect they have added in their music video is the Split Screening with the scene the boy standing there twice singing to each other in either sides of the shot, which shows the style they are trying to copy of it being a 'sing off' where some rappers may go to with whole gangs of people where they try to compete with their talent of freestyle rapping.

They have also added an element of Goodwins theory with some of the still shots (pictures) they have included into their videos, where it matches up the lyrics with the visuals. For example, the lyrics are "If you wanna call Mr Bevedere" here, they split it up into the different syllables to represent the different pictures... Which i found quite effective as it was a random idea and contradicts their genre of music being quite animated and not having the realism element.

This genre is quite different to the genre we are planning on doing, so not much of it appeals to myself to feel the need to include any of their main effects. But I do think we could include in ours the use of close ups of the actors face, as our genre is more emotional this could capture the feelings that he (dave) is having. I also like the slight rewind of the actions of the boy putting his hood up then down again, as this suits the way the beat and rhythm goes which would work quite nicely in the song Kele - Everything you wanted' where the song speeds up at the chorus. Another effect we may use is the N square where the screen splits into 4 to show each other boys. This would work well with our music video to show the different narratives/actions that are going on at the same time.

Results from our second questionnaire

Another questionnaire for our target audience

I also created another 'mini' questionnaire more about the artist himself, Kele, so we can feel that the audience have a little more input into our music video. I've already produced the first questionnaire just about the audience as a whole, knowing the content information, so this will be useful to know our target audience a little better, and i will also find out how well they know this artist. I've included questions that relate to Goodwins theory so we can have an idea of what we would like to involve in our music video.


1. Have you ever heard the song 'Everything You Wanted' by Kele? If so, do you like it?
Just a general interest if they have heard of the artist and what kind of music they produce

2. Do you prefer the genre 'indie,' or 'rock'?
These are the two main genre types that Kele produces in his music, so it would be interesting which would be the audience preferences then we can include the majority of that genre into our music video

3. In a music video, do you like the music to match up with the visuals?
This is one of Goodwins theories, so this would be helpful to know whether our audience would prefer to have a predictable video or the visuals to contadict the music

4. If you had to choose, would you go for a more up-beat song, or slow and calm?
This song that we have chosen can be seen as being a variety of pace and tempo, as the bridge is very calm and quite slow yet the chorus comes in with a very up beat rhythm so we can really emphasise one of the other in our music video if there is a majority

5. Do you like to see the artist in their music video, or other people?
As it is just a solo artist, we can go by preference to the audience whether or not he (Dave Grant) is in the music video throughout or hardly at all

6. Do you like to see a romance in music videos?
Our chosen song has got elements of romance and love in it, so this question will help us as to whether or not we develop this and portray romance

Extra ideas from other music videos...

These 3 music videos all have something in common, and that is the fact they are all filmed from a one shot position. Personally, I dont think you would notice unless you weren't doing media, so there was no need to be looking at it in detail. Yet when you look at it in depth, you can tell that this form of production becomes very effective with just the one shot throughout.

If we included this idea in our music video, we would have to make sure that it comes across with a unique feel like it has in these three videos, whether it be a performance, concept or narrative. We would have to make sure that whoever is the performer/singer in our music video that they are fully prepared and they know what they are doing at all times. They cant make any mistakes and is able to keep the flow of it going, yet they should have the ability to improvise if they forget anything in their routine whilst they are being filmed.

The three videos all seem to have alot going on in them, to keep the audience intrigued, so they dont get bored with just the one shot. Bruno Mars has included the monkeys with a dance to it aswell, which has obviously not been done before, therefore the audience wont really know what will happen next. Bruno Mars and the other performers have obviously put a lot of effort into this by the way their timing has worked to fit it all in together. The second video of OK GO - they have also done a well constructed dance on the tread mills, which shows although it is just one shot, it must have been very hard work for them, and they look like they have put a lot of effort in for them to get it just right in that one take. The third video of fiest has alot of action going on! The performanced based video captures the audience's attention as it doesnt seem predictable and there is always something going on. Although the main girl in the video seems like she is just making it up as she goes along, it looks like the timing has fit in perfectly with the added bits of her being carried along 'stepping' on the other dancers.

KELE...

As we are edging more towards the song 'Everything You Wanted' by 'Kele' I have researched some facts about him and his background and how he started off as a solo artist.

Name: Kele Okereke
Born: 13th October 1981 - aged 30
Origin: London
Genres: Indie Rock, Alternative rock, Dubstep and Electro House

Kelechukwu "Kele" Rowland Okereke is a British musician, best known as the lead singer and rhythm guitarist of the Indie Rock band BLOC PARTY.

In 2005, Bloc Party released their first studio album, titled Silent Alarm. The album reached number three in the UK charts, and propelled the band to fame.


The band released their second album 'A Weekend in the City' on 5 February 2007 in the UK and 6 February in the US. The album debuted at #12 in the Billboard 200 with 48,000 copies sold, and reached the #2 spot in the Official UK Chart.

They went on to selling more hit singles and albums that included, 'Silent Alarm,' 'Intimacy,' and 'One More Chance.' It hasnt been official that the band have split up, yet there have been many rumours on the internet to suggest that the other two members of the band have been looking for people to audition to be a singer in the band. Guitarist Russel Lissack states: "Its not really a secret because Keles been pretty busy doing this own solo stuff...We were talking about just doing an instrumental thing, but now we might get a singer as well. ist Russel Lissack states:" Yet Kele replies back on his blog about the possibility of auditions: "a big part of me is laughing HARD at all of this but another part of me is all like WTF? im quite curious as to what a bloc party audition would be like? i wonder if they would let me sit on the panel so i could be a judge tyra banks style?"

Kele released his first solo album, titled 'The Boxer' on 21 June through Wichita / Polydor in the UK and Europe and Glassnote Records for the rest of the world. Yet the first single from the album, "Tendoroni", was released on 14 June 2010.


Kele also released the single "Everything You Wanted" and it also had remixes from prominent South Africa Producers DJ Qness and DJ Mujava, who brought in a fusion of pop along with their traditional South African Kwaito music, putting together a very exciting remix altogether.

Results...

This is our example of a completed questionnaire that we handed out...

Our questions were based on finding out who our target audience were and how we can produce our music video to fit there favourite genre type and style overall.

Our questionnaire:

1. How old are you?

This was to find out our main target age group

2. What is your favourite genre of music?

So we can have a better idea of what our music video genre will be, or if it doesnt relate to their preffered choice, we are able to add different aspects of genre into the video so the audience can relate to it nonetheless.

3. What are your favourite music videos?

This will allow us to research these different music videos that the audience have put down, so we can get an idea of the different effects and the style they prefer.

4. In a music video, do you prefer a concept (a random idea), a performance (stage, dancing etc) or a narrative/story?



This will also help us in general to know what our target audience enjoys to see in the music videos they watch and to help us get a better idea of what we will include, whether it be concept, performance or narrative. If the answer is varied, we will then include different amounts of each into our video for it be for a wider audience.

5. How often do you watch music videos? (multi choice answers)
Our answers go from every day to never, so this can show us if our target audience actually enjoy watching videos in their free time which tells us alot about what we can include to make them seem more intrigued if they prefer not to watch them on a day to day basis.

6. Where do you watch music videos? (multi choice answers)
This will tell us alot about the distribution and marketing side of the music video, and how the audience go about watching their music videos.

7. Where do you shop for your clothes? And would you say you care a lot about what you wear and your fashion style?
This question allows us to find out about the character of our target audience as the clothing and style, personally, can define a person. There style in which they wear there clothes can austomatically tell us what genre of music they like aswell.

8. Do you buy an album due to what the album cover looks like?
This question helps us later on in the process of prouction due to our album covers we have to produce.

9. What would you like to see on a album cover?
Following on from the previous question, this again will help to get an idea of what we can include on our album cover, whether is be patterns, the artist, bright colours etc.

10. How do you hear about a new song?
This will again help us with the marketing and see if a music video helps the audience to find out about that song.

Ideas!

For the song by Kele;

My idea for this music video is that we start with a close up of my face, gently zooming the camera out, as i start to lip sync the first verse, as the beat picks up, and the chorus starts, I get up and move along the break up scenes, whilst lip syncing, this gives it a fly on the wall kind of feel, with me feeling the pain of the couple breaking up in the scenes

Brainstorming ideas for our choice songs...

In class, we played our songs that we were thinking of doing for our music video, and as a group we all came up with some ideas/storylines for our songs...

For track 1, Kele: everything you wanted - we thought of some strobe lights as its a quite up beat songs so it sounds as if there should be spontaneous lighting surrounding the people in video. As it is quite dance-like and fast paced when it gets to the chorus, people thought there should be a girl in a nightclub, where it starts off with close up of her legs slowly revealing her face where she doesnt look 100% sober, so manybe having a drink in her hand looking out of control. Then as the camera is panning around the night club, there could be screens of the band singing, and playing their instruments, so it could have an element of performance aswell. The main effect in the video could be a constant slow motion and could go a bit blurry at times to suggest the state that the girl is in, and represent her vision whilst shes dancing drunk.

Track 2, M.I.A - Paper planes -  an idea was a person in the video going round the location thinking of ways to kill people as there is a reoccuring line saying "all i wana do is.... and a.... and take your money." So this could be a character being angry where her day just isnt going how she wants it to be, for example she needs to go to work so gets the bus, but bus driver drives off just as she gets there, so she eventually finds a way to kill him. Then gets to work, where she works as a waitress at a resturant, but she comes across very annoying customers so later on kills them. So this carries on as her day gets worse where people arent cooperating her the way she wants them too which gives her a reason to kill more people.

Another idea was that a boy is playing on his playstation/xbox where he is killing everything on the video game, but he gets too into it then eventually starts to be in the game where he is the character going around killing people. The effects would include split screen where the reoccuring 4 beats happen so it could be different shots of the boy killing different people.

Track 3: Two Door Cinema Club - This is the life. Thoughts on this were going against the expectations of the song lyrics, for example the chorus includes "cause if this is the life... then who'd argue?" which means that ideas were reversing it so it would be a character hating his life wanting a change, walking around in despair etc. Or another idea was that there would be a lot of close up of instruments and lots of elements of performance whereby the band goes round odd locations such as on buses, up and down in a life, standing next to a big issue/ homeless person where everyone ignores them to show the irony that it wouldnt be 'the life'.

So far, we are leaning more towards the first track that we came up with because of the ideas that we have thought of, with extra ideas we have come up on our own. For example, we were thinking of starting it off with a girl in her bedroom looking at a photo album where she was reminising over her past memories of her and her boyfriend. The effect we will be mainly using in this would be the green screening where we would make the photos move so it looks like the singer is singing to the girl making her realise that he could have given her "everything you wanted."

During our wednesdays lesson, we had to quickly go out and film some more footage as there was few scenes in our video that daves lip syncing was impossible to get in place. We had a few other difficulties getting the lip syncing to match the music, as we wanted it to be exactly right so we played around with the speed of the video for daves syncing to slow down as it was often too fast for the music so we did in the end maange to get 90% of it lip synced perfectly as we were eager to get that skill up to scratch ready for our real music video.

If we had more time to do the music video, i would have added in N-square at the part of dave running about near the trees so we could of had some time to practice a new skill but instead we had just played around with the scale and the motion of the shots in split screen to create movement to match the visuals of dave running about with excitement.

I would have also added in the second part of the split screen in that being the cloning of the individual in the shot at the point of dave not singing to the music as that also could of just been another skill to learn and to perfect yet it would of looked more neat and could of flowed more within the video.

I will be uploading our practice video soon!!!

FINISHED!

FINISHED!

We are pleased to let you know from after only 2 lessons we ave actually completed our practice music video in which we managed to get it all filmed and edited ready for wednesday. We have generated a various amount of different effects and transitions to complete the links between the shots to make it flow in a much more complimenting way.We have added split screen, colour correction and  revserse slow motion shot to create a stiking effect that will capture the intensity within the audience.

The way in which we used split screen is where the line is repeated of "i dont know" so we made Daves head turn in towards the middle from the left, and again from the right to look as if he is talking to himself.

The way we used colour correction is by the purple tint when we rewound dave twirling as he is walking towards us as we just wanted it to be noticed in the change of  beat and tempo from the music so the visual effect would tribute the music.

We used split screen in a different way aswell which we hadnt tried before, so we thought we would experiment. So we played around with the motion of it so it could be moved about within the screen along with placing the shots in random places so it wouldnt look as boring as we only had the footage of dave running, so we thought we would make it more interesting.

Our practise music video...

Our practise music video...

In our music video on wednesday we were asked to produce a little section of the song 'Why does love do this to me?' by 'The Exponents' so we could produce a little practise video to get us used to the footage and how we can play around with it on Final Cut Express.

The video for that song was very bland and not many techniques and effects were being used, so our group member, Dave, volunteered to be starring in our video for this song to make it as exciting and enjoyable as possible. So far, we have been producing some footage yet also thinking about the effects that we could add to this, such as the colour correction, just so Dave will stand out a bit more, which is popular for most music videos as it all seems to be mostly about the promotion of the artist and the close up of there overall look so this is the type of idea we were going with this shot. Also thinking of adding in the reverse/rewind effect and the slow motion just so it creates the dramatic outcome to the artist.

Throughout the footage that i had filmed of dave on wednesday, i was making sure that the mouth syncing was been matched up with the lyrics in the music i was playing through my phone (to make it easier so we didnt have to keep going back to the classroom and listening to the tune and speed of the music) as we feel this is very important this should be done in our music video as it is just another skill we can add in to make it more succesful and effective with the audience.

Overall,  I think after creating this practise video, i can really progress with the filming and eventually with the editing which will hopefully mean it can be an easier process for myself and the rest of my group when it gets down to making our real music video.

In our media lessons, we have currently been practising Final Cut Express ready for when we edit our music videos. So far we have looked at Split Screen 1 and 2, Colour Correction, and N Square. 

My area to look at was split screen, which was hard to pick up at first but now i have gone through it a few more times, i have learnt how to do it properly and am confident i will be making full use of it when it comes to making my own music video. The way in which we exampled split screen to the class, is that we made a short video of 3 people and split screen to make it look like a conversation between them. So there was one long landscape clip at the side then the 2 other people were split smaller to make the other side. It was very effective as we made the people in the conversation look in the right directions as to who they were speaking to at the time as some were at a lower angle and some at a higher angle.

We have also been looking at the different effects that can be used. I chose the distortion of the fish eye, then played around with the scale making it higher so it will be closer to the eye to make it look a bit mysterious and a little fightening. This effect would probably be used if you were getting a close up of the artist in your video which then could be suited for the sinister music genre. 

Next week we will be looking at green screening which sounds very exciting and more definitely something we will be using in our music video.

Iconic music video from the pre 1990s...

Iconic music video from the pre 1990s...

This song is by Bros, and its called When will i be famous which was show in 1988. I thought this music video was interesting by the way they have used an narrative style into there video in which being the band walking about the streets not really sure what they are doing though. Yet this is often intercutting with the performance of the video, with the camera shots and angle mostly shown on the equipment being used such as the drums and guitar to especially show off the skills that they have. Also, close ups of the main singer which supports the idea of Goodwins theory, which suggests that the band arent only there to advertise and promote there song, but to promote there whole image as a band aswell...and also helps if they are good looking, so if there music isnt too good, most girls will be distracted with their good looks!

Another point to support Goodwins theory is the contraditory of the lyrics and visuals, as the lyrics are mostly about a girl/person asking when they will be famous, yet they think she shouldnt keep mentioning that. But in the video it doesnt really involve anyone that seems to want to be famous...

I think some of effects that they have used in this video we could include in our potential music video with the different colouring, and the style that the video is in with the narrative yet the perfomance going on aswell.

Music Video Director Case Study

Music Video Director Case Study

Jonas Akerlund Basic Bio:
• Born in 1965 -56 years old
• He has a son called Elvis and a daughter called Mini.
• Between 1983-1984 he was a drummer in a Swedish band called Bathory.
• He is a director known for his pornographic music videos such as Telephone – Lady Gaga featuring Beyonce and Hold it against me by Britney Spears as well as other controversy themes such as drug use and violence.


Music Video Work
• He has directed a lot of Madonna’s work. Ray of Light won a Grammy award for best music video short form. Other videos he directed were American Life and Celebration.
• This attracted some of his more recent work like Britney Spears- Hold it against me. This video shows her with little clothing, it’s very fast paced and includes loads of different effects. The video is set in space and very surreal. The video provides us with lots of colour.
• Lady Gaga featuring Beyonce “Telephone” also uses lots of colour and the women are dressed in almost nothing.
• David Guetta featuring Rihanna –includes scenes of space at the beginning and includes lots of colour.
• Christina Aguilera-Beautiful is a big contrast to the music videos above. This video includes very dull colour and disturbing scenes such as a anorexic girl and a girl getting beaten up.


Other work
• His short film ‘Spun’ made it into the Guinness book of records for having over 5000 different edits.
• “Try” another short film about a couple of drug addicts who are homeless received a review saying “It was a brilliant film but incredibly depressing to watch.”
• Commercials include – Dior “the iconic lipstick” and other designers such as D&G featuring attractive well known women like Kate Moss.


Accounts of their style
He likes to use a lot of colour in his videos which make the video really fun and interesting to watch. It is also noticed that he uses split screen and uses writing to introduce his video.
He also enjoys using lots of effects which also contributes to making his music videos fun and wacky. None of the videos I watched other than the Christina Aguilera video, Beautiful were normal.

Bio


Harold Williams - also know as HYPE Williams, due to his hyperactive nature as a child


Born: July 1970 (age 41)
          Queens, New York, US

Occupation: Film director, music video director, screenwriter - since 1991 till present.

Graduated from Andrew Jackson High school of Art and Music in 1987. He grew up wanting to be a painter, yet not the traditional sort of Art - He wanted to be working towards the graffiti work.

Hypes first big break came from when he began working with Classic Concepts Video Production. But in 1983 he started his own production named 'Big Dog Films'

Other Work 

He directed his first feature film named 'Belly' in 1988. He filmed it in New York as an urban drama which stars rappers DMX, Nas and the R&B singer from TLC, who all feature in his music videos which could be an easier option for both him and the artists as it could promote their work and also a lower budget for Williams.

He is also a photographer in which he shot the photographs of Kim Kardashian in the December 2007 issue of Playboy magazine.

He has also been a script writer - he wrote the Kanye Wests 'Runaway' film which  was a short 35 minute film directed by Kanye West which included a compilation of songs from Wests album.

Key artists Hype Williams works with

He created a number of music videos for artists such as, The Notorious B.I.G, LL Cool J, Missy Elliott, Busta Rhymes, Kelis, Jay Z, Kanye West, Christina Aguilera, Beyonce, and many more. Judging from this set of artists, we can tell that Williams only seems to work with the more R&B, Hip Hop, Rap artists which comes out in the style of his music videos.

Style


Looking through many of Hype Williams music videos he has produced, I can see that he doesn't use any sort of narrative or performance, it is literally just the artist standing/dancing there and singing to the camera. But as his artists are mainly R&B, and not rock/metal genre, they don't tend to show a performance, as they are mainly there to promote their image which is normally attractive to make their music more successful as a whole. Whereas in bands/rock music, the camera normally shows the artists with them playing their instruments/equipment to really show off their skills.

His overall typical look uses a lot of colour, which occurs throughout his videos he has produced. For example, in his music video of Kayne West - 'Gold Digger' and Beyonce - 'Video Phone' has a solid colour background with a softer colour being shown in the centre of the background which gives a fading and merging together effect. This makes the artist stand out in the centre of the screen with them normally wearing brightly coloured clothes aswell.

http://www.youtube.com/watch?v=6vwNcNOTVzY

One of Hypes main motif throughout his music videos is placing shots in regular widescreen ratio, with the two bars that are split at the top and bottom. For example, this is used in Beyonce - 'Check on it,' Pharrell - 'Give it to me,' Rihanna and Kayne West - 'All of the Lights'  and Neyo - 'So sick.' In some of these videos where he splits the screen to make two bars, he often uses the bars to represent the main motif in the video. For example, in Neyo's - so sick, he has mountains constantly then himself in the middle. Also uses this effect in LL Cool J - Freeze video, to contradict the lyrics by having roaring fire in the bars to contrast the song title with what is happening on the screen.

http://www.youtube.com/watch?v=Q1dUDzBdnmI

Another one of Hypes trade marks in using fisheye lens which was used in Busta Ryhmes - Gimme some more video and Missy Elliott - Can't stan the Rain. Which gives the whole video a sinister and creepy effect as it distorts the camera view around the central focus.

http://www.youtube.com/watch?v=eHHT7dTmw8U

FINDYOURTRIBE.COM

This is the website we went on in class to find out what our "tribe" would be. It goes through many questions where you pick your answers appropriate to you, then at the end they figure out what we are like as a person overall.

My tribe has been different every time i have done it, but mine has now resulted in a "blinger"

Our three ideas for our music video...

Kele - Everything you wanted



M.I.A - Paper Planes



Two Door Cinema Club - This is the life

FINDYOURTRIBE.COM

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