9. Theories 2. Carol Vernallis: The Kindest Cut

Varnallis' theory identifies the differences between a Music Video and through Hollywood Films.

An example shown in this is seen through David Bowie's Life On Mars? This particular music video showcases a series of points which are seen in Vernaillis' Theories.

 

In Vernallis' Theory, The structure of the music video is at random and thus montage editing is a popular and recurring convention seen throughout music videos. In David Bowie's Life On Mars? music video, There is no sense of continuity as the video is littered with multiple fade to white transitions which give the audience a vague impression of the passage of time.

Continuity Editing like in most hollywood films is also a part of some music videos, for example in Jason Derulo's The Other Side we see continuity editing in the narrative, which is most conventional music videos, the narrative stays in continuity editing whilst the performance is in montage editing, as this creates a fine division between the two. At the begging of this clip we see the beginning of the narrative cut between a series of shots of the performance which then cuts back to the narrative of the video where it plays just where the last clip left off, it also helps to define between the performance and narrative due to the different colours between the lighting (ie, gold and blue/black).




In a studio there is no sense of space nor time, considering most music video performances are shot in a studio or stage, the editing in these areas of the video are jumbled and there is no sense of space or time, this was also apparent in David Bowie's music video and is also a figure seen in N'Sync's Pop music video. As in this clip the viewer has no idea of the location, time or setting of the music video.

The other part to Vernallis' Theory was the Phantasmagorical body, a theory seen that in many pop videos, women are portrayed through their body and proportions, objectifying the women as an object of desire. Many examples of this are critisised due to their sexist views.

In Kylie's 'Spinning Around' Music video, this is present as various close ups of her legs and bust are seen throughout the music video.

8 Theories 1. Andrew Goodwin:Dancing in the distraction factory.

In Goodwin's study, we see three types of music videos seen throughout the pop industry.

Illustration. One of the examples of illustration comes from the music video for 'Lovefool' by The Cardigans, in this music video the lyrics and theme is clearly represented in the music video about the lead singer performing a song about her partner cheating on her illustrating her pleas for him to come back.

 










Amplification. One of the more creative examples of amplification comes in the shape of The Avalanches 'Frontier Psychiatrist' Which experients with the theory of illustration in a music video as the music video visually represents every single lyric of the song.









Distuncture. A music video which has very little meaning and concept towards the video, Nirvana's 'Heart Shaped Box' is a music video which never really connects to either the lyrics or the artists in general, the band themselves are portayed in various ways throughout this music video.

1. Brief

3. Analysis of Pop Videos 2.

7. Low Budget Analysis

This music video is a 0 budget music video, it has showcased the basics of how to shoot a exceptional music video buy using lighting, basic editing and camera techuniques and the conventions of a music video.

Low budget analysis [repaired] from Lewis McNally

6. Conventions of a Music Video

The Establishing shot allows the viewer to be introduced to the narration of the video before the main focus becomes the song.


An extensive use of tracking is common in many music videos, in which the singers walk towards the camera, slow motion is also a trait of music videos as it makes the on screen action seem more dramatic.


Music Videos cut between two consecutive scenarios, as shown here. We also get our first clues to the theme of the song, video and lyrics.


Here we see our first examples of cutting to the beat, listening to the song closely, the camera seems to cut during the beat of the snare drum, or the back beat.

2. Analysis of Pop Videos 1.

Camerawork: The Camerawork throughout the music video follows the general conventions of any other music video by placing a variety of establishing shots though the intro of the song, this  is to give the viewer a glance at the various locations seen in the music video, it also gives the audience a first look at the various situations the musicians are seen in.

In addition there is a variety of mid shots, close ups with very few long shots of the singers (it's also an interesting point to add that none of the composers of the instrumental are seen in this music video, only the two singers), these shots normally show the artist's lip syncing to the song, especially during the hook/chorus. The Camera tends to be a bigger shot when the two singers are in one of the many cutaways seen throughout the song.

The Movement of the camera is vivid and represents the fast paced editing a life which the two singers seem to live (as far as the music video tells us) as the shaky camera is constantly moving along with the edit cutting, in addition the camera's movement around the singers always holds them as the point of focus.

Mise' en scene: As any other conventional pop song uses mise en scene, I love it's music video  uses several locations and the musicians change their costumes with each scene, which links in the rest of the erratic direction. These include an empty street in what seems to be London in which the two singers are dressed in a series of smart dresses garnished with ribbons in contrasting colors. In another the scenery and clothing is completely different, in which the two singers are now in a small hotel room in more casual clothing.

Editing: The editing like in the majority of conventional music video's is montage, the music video cuts between scenes, lip sync's and cutaways at an almost random pace, and as previously said, keeps into the theme. Filters and color correction have also been used through the music video (again, at a random variation)