$99 music videos is a YouTube channel where they make music videos from unsigned artists. Their You Tube channel also have uploads of videos, playlists, features of other YouTube channels, and discussion comments.
They about showcase making music videos from today's best independent bands and upcoming film makers all under the price of $99. Their value of the price is on the logo and on the music channel they have list of behind the scenes music videos made for $99, $99 music videos, Innovative music videos for under $100 and a upload of recant videos. They have a list of featured channels and popular channels all on their You Tube site. The relationship between $99 music videos.com, their film makers and music acts is the collaboration between film makers and the artist giving them a global platform to low-fi cutting edge video
$99 dollar music video encourages the audience to participate by posting videos of a low budget. They also use a discussion board to allow the audience to participate in giving you tips and advice on how to make a music video for 99 dollars. It is possible to make a professional music video. Having had a look at $99musicvideos.com, I have noticed that the majority of the videos uploaded, are of a professional quality. The majority of the videos are professional for example the video "Lowry-Whiskey Music Video" I think it looks professional because it has HD quality but most of the music videos look like amateur's work for example the video "La Strada-The Sun Song Music Video" because of the poor quality and the look of amateur work in the video because of the setting in the garden and the sun light shining into the camera which caused glare.
Andrew Goodwin is an author who created the book called 'dancing in the distraction factory' which was published in 1992.
After years of research in music this book has identified a number of codes and conventions for music videos. One of his ideas were to add the 5 key aspects music videos which are Visuals (illustrating, amplifying and contradicting), iconography, close-up, Voyeurism and inter-textual references.
Illustrating
An illustrating music video is where it directly corresponds to the lyrics.
An example of a illustrating video is the song 'good life' by Kanye West. This is a good example for an illustrating video because the narrative corresponds to the lyrics in the video.
This shows that this video is illustrating because at 0:25 seconds, as Kanye is saying 'I go for mine' the lyrics are actually coming out on screen as he's saying as it's showing. Then as he's saying 'I got to shine' the word 'mine' turns into the word 'shine'. I chose this video because it proves Goodwin's theory and shows a good definition of what a illustrating video is.
Amplifying
An amplifying video is when it's used to enhance the style and mood of the song.
An example of a amplifying video is the song 'forever' by Chris Brown this is a good example of a amplifying video because the mood and lyrics match the style of the song in the music video.
This video shows that it's amplifying because at 0:25 seconds Chris Brown is spinning around in a circle while around him their is a beam of bright spinning lights going fast around him. Then at 1:03 seconds Chris Brown and his dance crew dancing while the lights are spinning only this time there going in a straight line. This is a good example of a amplifying video because the beat amplifies the moment of the song and proves Goodwin's point that this is a amplifying video. Contradicting
A contradicting video is where it's going against the lyrics and mood of the song.
An example for a contradicting video is the song 'don't let me fall' by B.o.B This is a good example because as he's saying the the words 'don't let me fall' he looks like he has fallen on to the ground
This shows that this video is contradicting because as he's sitting on the bench (as scene at 0:13 seconds) he's saying 'it was just a dream. Just a moment ago' at 0:11 seconds. I chose this video because at 0:05 seconds it shows B.o.B crowd surfing the audience which is proving Goodwin's theory about contradicting videos. Voyeurism
A video with voyeurism is when it presents the treatment of females in music videos but in terms of looking.
The song 'lollipop' by Alexandra Stan is an example for voyeurism. This is a good example because it shows the treatment of females but in different terms of looking.
This shows that this video has voyeurism because at 2:09 seconds it shows her licking on to her lollipop while saying 'I'm delicious' and dancing in a sexual matter. This video shows it has voyeurism because 0:29 seconds it show Alexandra holding a black stick while rubbing it against her body. This shows another example of voyeurism because at 0:30 seconds her and the other female start stripteasing through out the video. I chose this video because it proves Goodwin's theory of videos with voyeurism in them. Intertextual
An Intertextual video is when it makes a reference to ether music videos, films or TV texts.
An example of a Intertextual video is the song 'hustlers ambition' by 50 cent. This is a good example of a intertextual videos because it's making a reference to the film 'get rich or die tryin' and is on the album and the soundtrack of get rich or die tryin.
The video shows it's a intertextual video because at 0:58 seconds it show the beginning of the film when 50 cent is robbing the store, then at 1:05 seconds it shows another scene of the film where him and his gang are putting the money in the bag while holding and pointing their guns at people. This shows that it's making reference because it's showing a scene of the film 'get rich of die tryin' I chose this video because it shows Goodwin's point on what a intertextual video is. Star persona
A star persona is where a person plays a identity of different character's personality. An example of this is the song 'homecoming' by Kanye West. This is a good because it has shown how he was back then and if we watched a more recent video you can see how has changed over the years
This video shows that Kanye use to have a star persona of being calm and making songs that people could understand. At 0:26 seconds as Kanye West saying 'I met this girl when I was three years old' it shows two kids holding hands at 0:27 seconds. This shows that he's representing his home town and telling the audience what he did when he was younger, what age he was when he first came to Chicago and what he did as he grew up at 0:47 seconds when he said 'and when I grew up she showed me how to go down town'. I chose this video because it shows a perfect example of Goodwin's point of how much of a calm star persona that Kanye use to have before he changed.
A large number of cuts is when different shot switches to another
This was used in the music video Nas is like. At 0:48 seconds you can see a bunch kids living in the ghetto (just like Nas) all standing behind him and jumping up and down to the hype of his music. This technique was used in the video because this song was about him giving out a list things that he's like of example in the chorus it said 'Nas like the life and death of a rebel'. This was heard at 1:11 seconds, they might of used it so they can try to reach out to a younger audience and tell them what he's like through his songs. To me this song is successful because, not that the video is entertaining to me and reaches out to the audience (who are fans of Nas) but it also makes them what to listen to the song again. I like the because not that it's entertaining for me but it shows the creative thinking of a thug poet that Nas is.
The song 'Show and Prove' by Big Daddy Kane is a bad example because the video could a bit long due to the number of shots which was the same problem that had been used in the Nas is like video but it's similar because you can see the kids liking the music in the video as seen at 1:43 seconds. This is bad for the audience because due to the number of different shots and locations it can leave them confused. For example at 1:30 seconds you can Shyhem coming up the stairs then at 1:33 seconds you see him in the bedroom and then back outside again at 1:33 seconds. The name 'Show and Prove was used in the video because then their names come up in they showing themselves in person and prove their rhyming skills on the mic. Then when they are done rapping on the mic they called the next person to rap on the mic then there name comes up. This good for the audience because it lets them know who the artist and keeps them interested so it shows this was used for entertainment. The verses of the rappers in the video show there different styles and personality
Special effects
Special Effects are often used in movies or music videos for example the song 'Like em all' by Jacob Latimore. At 0:39 seconds you can see him dancing in one shot then at the start of 0:42 seconds you can see him dancing in another shot. This is good for the audience because the video has the special comic book like effect and each shot is different out the video. The comic book effect was used for this type of video because at 0:15 seconds he's said 'may not see her in the magazine' which was one of the lyrics he said which looked like subtitles in a comic book. This technique is good for the video because it's different from any other music video and it's a song that the audience would want to dance to.
This technique was bad for the video because the special effects are old, out dated and not very good as it is today. The video itself is good because the song is enjoyable and is a song for the audience (including fans of Micheal Jackson) to listen and dance to. The sound and melody song represents that the artist (Micheal Jackson) has a calm and humble personality through out the song.
cutting to the beat
A Cut to a beat happens when a camera shot cuts to another scene at the same time. This has been used in the song 'Because of you' by Ne-yo. As seen at 0:09 seconds, the seventh scene come on the second the beat starts. This is good because the video cuts to the beat of the song at the right time. This style and technique is good for the video because as he's singing about his love song he's dancing to the beat as well which was seen at 00:45 seconds. This is successful because it makes the audience want to get up to dance and sing to it. I like the song because I find it enjoyable and the music video entertaining because of the dance moves. I also think, this express the artist's mind and creativity through his music.
This style of technique for the video 'born to be wild' by Steppenwolf wolf is bad because the beat of the song in the video comes to late when it was sup-post to start the second the video started, this was seen at 00:01 seconds. I don't like the song because although, I think the the video was used for Entertainment because the audience might find the video enjoyable because of the two men motorcycling to different locations, while the song in the background I still think this wouldn't be a song I would like to listen to. I think this represents the wild life that he lives and tells it through his music
varied camera language Varied camera language is where a video shows all different types of diverse through angles and shots in a video. This was used in the song 'Waves' by Joey Bada$$. At 1:20 seconds it show one half of a long-shot of joey skate boarding and in the another half is a mid-shot of him on the train. I think this style of technique is good for this video because it shows all different shots and angles of him and his friends on their way to a concert. Through out the video his rapping about where he was back then and what he was doing to where he is now. From my perspective I think that he was trying to say that his trying to achieve his goal through his rap career. I think this was successful technique because it shows that he's telling the audience about his past and what he did. This was seen at 3:07 seconds when he said 'Cos when my parents tried to tell me, I just wouldn't receive it'. I like the song because I find the melody relaxing and the video interesting because it keeps me engaged
The video the technique for the song 'Leave me alone' by Micheal Jackson is bad because the video is confusing due to the events in the video. At 1:00 seconds Micheal Jackson is falling in to the water then at 1;07 seconds he comes out on a boat which I find a bit confusing because he wasn't in a boat when he fell in. I like the song and find it enjoyable, however I find the music video a bit confusing even if I do find it entertaining because at 1:30 seconds a camera and a telephone pop out of the water. As he's on his boat he's riding through a tunnel and entering a set of chopping false teeth. From my point of view I think, the message on what he's trying to say through out the song in video is that they have been telling false stories about him in the papers because at 0:13 seconds there are newspapers about him flying on his door step and he's saying that he's sick and tired of it and want's them to leave him alone.
Lip-synching
Lip syncing is when person's lip try to match with a sung or spoken word or vocal. This has been used in the song 'meny men' by 50 cent this is good because ar 01:16 seconds 50 cent is actually saying the words and not lip-syncing them. This shows that he dosen't lip sync while he's saying his lyrics through his songs. This technique would of been successful because at 03:02 seconds, when 50 said 'I thought we was cool but you want me to die homie' he looked like he lip-syncing it in the video. I think this technique was used in this video because he wanted the audience to think that he was saying it like it was one sentence in a movie. I like the song because I find it enjoyable and the video interesting. To me the message in the song is that many of his men want to kill him and after he got shot nine times his gang tries to find the person who did it. The creative thinking of the song shows that 50 cent is telling his story of himself from
where he was as a street hustler from south Jamaica queens to where he is now.
For the song 'just dance' by lady ga ga the technique would of been bad because use she didn't involve any lip-syncing through out the whole video. I don't like the video because although I did find the part where the man's dancing at 02:45 seconds was part of the entertainment for me, I still found the video weird, strange and disturbing. The artist itself (lady ga ga) however, I think that her music videos including this one shows that she likes to do things her way and likes to be creative but in a strange and horrific way while doing it.
Green screen
A green screen or Chroma key is where people use it as a background in often a filming or music projects. This was used in the song 'like toy soldiers' by Eminem. At 00:46 seconds you can see him sitting on a old record box behind a abandoned building. They may of wanted to use this technique to show a set of different locations of where they were when it happened and what situations they were facing at the time. This was successful because the background convincing in the video and looks real to the audience. I like the video because I find the the song that Eminem is rapping about interesting and creative because it represents the problems he's facing and situations that he was in. I consider Eminem as a rap artist who is not afraid to express himself, his problems, feeling and emotions through his music.
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For the song 'Lucifer effect' by hopsin the technique would of been bad because it doesn't look convincing enough to make it look real. At 02:07 seconds you can see Hopsin featuring SwizZz standing behind a bad green screen of a abandoned house. However I still like the video because it keeps me engaged and it keeps me entertained. To me the message in the song is that Hopsin and Swizz are rapping about is that the mainstream industry is taking over and how hip-hop is dying because of it. My reason why they make songs like this is because this shows that they prefer to make songs about real issues and experiences and not to make songs about frankly nothing and songs that makes no sense.
A genre of music video that conforms to the styles and conventions is a rule in the music video. Here is an example of an genre video of the song by Ace Hood called Bugati.
It conforms to the style and conventions of a hip-hop video genre because at 0:19 seconds it shows the flashy cars (Bugatti) surrounded by police. The police indicates gangs and violence which is also a convention of the hip hop genre. At 0:45 Ace Hood is trying to escape from a gang with guns, which signifies the risk factor associated with hip-hop.
The settings of this video is, at 0:27 seconds it shows a rough compound while the two men, looked like gangsters were hunting for him. At 2:56 the mis-en-scene shows a smokey, underground alley way where Ace Hood was walking through the middle of the group full of gangsters wearing bandanas, glasses and gold chains. Conventions and styles are good for the audience because they can understand it and relate to it.
Codes and conventions are beneficial for the institution because it allows them to promote their video accurately and make it easier for them to appeal to the target audience. There are females among Ace Hood and his friends wearing short clothing showing lots of flesh, this is another convention of the hip-hop genre, showing the way they look at women and showing their popularity. If I was to potentially this style I would use it for an underground video the conventions I use would be dented walls and a underground hype with waving hands and smoke everywhere.
Genre Subverting Video
A genre subverting video is when it goes against the conventions and does the opposite of what is expected. An example or this is Eminem 'My Name Is.'
Eminem goes against the conventions of a hip-hop video because he is taking the mick out of other artists for example Marilyn Manson at the time 3:20. He is also taking the mick out of his mother at 3:19. This goes against the typical hip-hop video because he uses comedy throughout the video. The setting in this music video is what looks liken a old, run down apartment which is not typical for a hip hop genre, settings also include science laboratory when he is dressed up as a scientist for humor, classroom where he is dressed up as an annoying student and at 3:37 he is acting as president Bush. This is great for the audience as it's humorous and different and unique from a typical Hip-Hop music video and the audience get to see the artists' personality a bit. This video is good for the institution and the artist because people talk about it and that will raise awareness and promote upcoming albums. If I was to use this I would use it in a humorous way to get publicity.
Performance
A performance video is where the video is live but recorded as a music video. It's not always live but 'as live'. An example of a performance video is Eminem 'Sing For The Moment.'
At 0:25 seconds Eminem is performing on stage to a huge crowd of screaming fans. This is a convention typical for a performance video. This is good for the audience because at 0:44 seconds the audience see him performing. This gives the audience of the feel that they're physically in the audience watching him live. This is good for the artist and the institution because they're showing their audience what it feels like to watch him perform, therefore influencing the audience to buy not only their single but also their tour tickets then making more money. This also shows how far they come and how successful they became. If I was to use this, I would use it in the same way he did but it would be live shots me Instead of Eminem.
Narrative
A narrative is where a video is a story involving a storyline that involves with the scene of events. An example of a narrative video is 'I know it' by Ali Tomineek. This story is about a girl named Jasmine who meets a man named Micheal, this is shown at 0:20 seconds. It is shown, a year earlier at 0:27 seconds that Jasmine is happy with her friend before she met Micheal now she's with Micheal who gets abusive at 2:03 seconds with all the friends she's been seeing. At 3:39 seconds he hits her and she falls on to the side of her bed. This is good for the audience because at the end of the video the artist (Ali Tomineek) tells them that this video was based on domestic violence at 4:29 seconds, this may build his fan base up more as he has real messages in his videos. This video is good for the artist because he gets to send and spread a message via his music videos and this shows his personality and concerns. This is good for the institution because they get to show something with a real message. If was to do this idea I would because he is sending messages through his songs.
Animation
An animation video is where a video is animated with the development of a cartoon or CGI. An example of an animated video is 'Trapped in a Drive-Thru' by Wired Al
Yankovic. The video is about a husband who's watching TV (at 00:24 seconds) then his wife comes in at 00:32 seconds. The husband then asks what they want for dinner then at 2:45 seconds the husband decides that they will go to the Drive-Thru. If I was to use this idea
At 3:05 seconds him and his wife are driving to the Drive-Thru. At 3:17 seconds they are in line at the drive-thru. At 4:03 the husband and his wife are sitting in the car ordering their food. This is good for the audience because it has humour, At 2:44 and provides entertainment, it is also interpretative because it directs and matches the pace of the video. This is good for the institution because it is cheaper to make and therefore the profit will be higher. If I was to use is I would but the only difference I would make is that it would be stop motion instead of animation.
Interpretive
A interpretive video is where the lyrics match the action of the video. An example of this is 'Yolo' by The Lonely Island.
At 00:43 seconds one of the members of the group is slapping a glass plate of cocaine out of someones hand whilst singing about the dangers of cocaine. At 00:46 seconds one of the singers is burying money in a backyard while singing "bury all your money in the backyard..." These are examples of typical conventions for an interpretive video. This is good for the audience because it keeps them engaged and involved in the video process. At 01:03 seconds he's standing in a titanium suit as a piano falls on him, while singing about "titanium walls." This is good for the institution because audience remember videos like this and will follow them to watch more.
Impressionist
An impressionist video is where the music matches the pace of the video. An example of this is the song 'run' by the snow patrol. This is good for the institution because at 00:09 seconds because it shows the man holding his bike walking with the pace of the beat through the begining of the video. It's good for the audience because he's trying to reach out to a different audience. In the music video it shows in the the man walking through the forest surrounded by darkness then uses a flare while saying "light up" twice which means he's trying to tell the audience to light up. I would use this idea because I'm use giving people confidence.
Surreal and Abstract
A surreal/abstract video is where you see something in the video that is ether weird, surreal or abstract/arty. An example of this is 'Turn Down For What' by DJ Snake and Lil Jon. At 00:26 seconds a man wearing a blue hooded jumper is doing a belly flop on the top of the building, he then falls through the ceiling and landed on the bed in someone else's apartment. Then falls through the ceiling and continues dancing strangely, then falls through the ceiling again only this this shows that else is dancing with him. This shows that the more the people get into the music, the more they want to dance. This is a example of a weird and abstract genre. This is good for the audience because it's a song they can tell their friends about and have discussions about.
At 02:17 seconds a group of people fall through the ceiling and then they are surrounded by more people. At 02:24 seconds they all dancing. This type of video is good for the institution because it may become successful due to its weirdness and people talking about it. This is good for the artist as he gets to show his character and personality through his video. I wouldn't use this as one of my ideas
because it looks wired and it dosen't sound like an idea I would be keen use. (pastiche and homage)
An Intertextuality video is where it makes a reference of another. An example of this is 'she ain't you' by Chris brown which was dedicated to his inspiration Michael Jackson who past away in 2009.
At 00:09 seconds it shows him doing one of Micheal Jackson's posses then at 00:15 it shows him doing one of his dance moves dressed in a white suit and a black hat. This example of this is good for the audience because this is a video that they can do his dance moves to and watch. At 00:46 seconds it shows Chris brown dancing only this time he's wearing a black suit, then at 00:48 seconds he's in the white suit but he's with his dance group. This is good for the institution because they promoted a video that everyone will like and audience will be into for example at 2:37 seconds it shows him and his dance group doing his dance routine but then at 2:56 seconds it shows them doing a bit of Micheal Jackson dancing while doing his own dance moves as well. This is also another reason why it's good for the audience because they can refer to Micheal Jackson via Chris Brown. Another reason why it's good is because the audience can see that Chris Brown idolizes Micheal Jackson. If was to use this idea I would because one I like to Micheal Jackson and dancing like him and two I would also use it as to Micheal Jackson.
Parody
A parody video is where it takes the mick out of another artist. The video I chose for the example is 'just lose it' by Eminem the video starts of with Eminem dressed up as Micheal Jackson wearing a red jacket and trying the dance like him as well. At 00:01 then later at 00:18 seconds he takes the mick out MC hammer by dressing up like him,doing the hammer wrong and trying to dance like him as well.
This could be good and bad for the audience because they might find the video humorous but some of them might find Eminem talking the mick out of Michael Jackson offensive because at 00:56 seconds Micheal Jackson's hair catches on fire. Then puts the fire in his hair out in a toilet that looks like a scene from 8 mile this is scene at 1:12 seconds. Then at 01:16 seconds Eminem gets surprised then vomits on him. This is good and bad for the institution and the artist because the might be a good hit and the artist might make money but the artist that's getting taken the mick out of (for example Michael Jackson) could sue the artist (Eminem) for the video. If I was to use this idea I would because I have a list of artists that I hate.
Referencing
A referencing video where it's directly a reference from another media text for example the video 'gimme that by Chris Brown this song is a reference to Micheal Jackson's smooth criminal because they were both wearing suits in each of their music video. At 01:27 seconds Chris Brown flips a coin to the news boy this reference is similar to the original (Micheal Jackson's smooth criminal) because when Micheal walks into the bar he also flips a coin in the song machine in the music video (and the moon walker version). This is good for the audience because this could be the type and style of music that they might be into because at 01:42 seconds Chris Brown starts dancing on the check in table then at 01:46 seconds he jumps off this is good for the institution because that way there promoting the artists music that way it's good for the artist because his/her music is being heard by the audience. If his idea I would because I would use it to make a reference to another music video or film for example 8 Mile.
One of the purposes of music videos are to promote a new music release, whether it be a new single or an album. Music videos help raise awareness and use all sorts of media outlets as part as marketing. Promotion of music videos are also a good way to help an unknown artist get noticed. For example an artist like Wretch 32 was an unknown underground artist who has been discovered by his music videos. Artist like Wretch 32 post their videos on YouTube because it's a good way to be discovered because that way the audience can listen to the song and then watch the music video the see what he's talking about. Wretch 32 was an underground artist for years before he became mainstream. His audience was quite specific to the genre then changed to the mainstream because of the music video tractor. This is a good example because the song "Trakor" was one of Wretch 32's earliest music videos before he became famous.
Promotion of new music video releases also raise awareness because they are posted on social networking such as YouTube or Facebook and share their interests. Artists like Eminem produce controversial music videos because he gets the audience talking and he likes the publicity because it makes him popular and lets people know who he is. An example of this is the song called My name is.
Another example of this is the singer Jessie J with the song price tag. Like Wretch 32 this was one of Jessie J's earliest music videos before she got famous which makes this is a good example because she's helped raised awareness by sharing videos of her songs on social networking websites for example YouTube and got discovered from it. This an advantage because it is a good way to get noticed and it's from a popular social networking website for example Facebook.
To Create a Visual Representation of The Artist
Music videos are made to create a visual representation of the artist. Is allows the artist to let the audience know what's going on in his mind. It's a good thing because this is a way to see the artist's personality and character which makes the audience relate to it. One example of this visual representation is Professor Green's Read all about it. At 0:15 seconds it shows a representation of his childhood then at 0:38 it shows a child with his hood up staring at his step-mum and step-sister through the window from outside. This good because it communicates with the audience so they know his story and can relate to his past. Nowadays Professor Green is still visually represented as the rap artist who personally addresses his struggles and feelings through his music.
To Extend the Playability of and Provide Additional Income From the Song
Music videos are made to extend the play-ability of a song. The benefit of this is that the institution get royalties. It means that when the music video gets played the institution gets a certain amount of payment. Music videos also allow us to view videos years after they have been released, even if the artist has passed away or had a career break. One example of this is Michael Jackson's 'Thriller'
This is a good example because even if Michael Jackson has passed away people still know and remember his songs, dance moves and music.
This is good for the institution because they still make money off of him. Another way this could be successful is that people can ether buy their DVD and watch his music videos. People would what to buy his DVD because they might be fans of Michael Jackson and might want to see how the video was made. Another reason why it's good for the audience is because people consider this as one of the best Micheal Jackson songs in History.
To Create Synergy
Synergy is where two media products to promote both products. It is used a lot in film and music. Synergy allows artists to get into new media sectors and interests. One example of synergy is Chad Kroeger 'Hero' which is taken from movie Spider-man which was released in 2002. This links to the movie Spider-man because it is the main theme song of the the film and it fit well because the song is called 'hero' and spider-man supposed to be a superhero.
At 0.06 seconds, we are introduced to a clip of the film which shows us that this music video's from a film. This is good for both institutions because there both making money and increasing awareness of the song and the film, audience of the film will be drawn to the music attached to it and vice versa. Synergy is good for the audience if they are big fans of either institutions.
To Be Art In Their Own Right
Some artists make music videos to be art in their own right. They may break the boundaries and conventions of a typical music video. These are made for reasons like interest and to broaden people's out look. One example of this is Busta Rhymes 'put your hands where my eyes could see.'
This is done to how the artist himself and makes them appear clearer. This is good for the artist because he gets to show his personality and art side and it is good for the audience because they have something to talk about and have opinion about and they could relate to his own unique ideas.
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