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Moves & Skills – (Used in Original Video) July 4, 2011

Filed under: Further Research,Primary Research — ryansmith66 @ 8:25 am

By researching the moves that are used in the original video the same moves that astonished its audience in the advert originally I will be able to construct my video using similiar skills and further develope the moves will increase the effectiveness of my video wow factor. This classic ankle hold is a good way to introduce the video just as the advert did a simplistic miove however still effective and can be adapted to a more complex move.

This an astonishing move when i questioned people on what was the  most amazing move in the video a large majoirty answered the sideways skate board it will be interesting if wether i can find someone who can effcetivley copy this move and dadpt it further for my Music video. Also looking at how this move is shot, it becomes a powerful image by standign by himself and shortly cuts to a close up to show teh complexity of teh move.                                                                                                                                    

The spinning skate boader is a brilliant move to keep up with teh fast tempo of teh song by using teh beats rythm this move can become effective when building into teh chorus and burst into teh main narrative i will try and find a person who may be able to use this move to help do what ive discribe above.

The would be great for my ending part of my video when both cultures unite so i could have a dancer/gymnasts using the bikers equipment to show the unity between the 2 groups who’s initial intent was to one up each other. This move is perfectly framed by using a long shot here like they do this enables the viewer to identify the skills requirements and also by using the natural lighting of the sun fits perfectly with this Californian Suburban street crew narrative.

This is a simplistic but daring move i will use this move becasue just as in teh original advert its played in slow motion a convention i will up hold beacsue it takes up time and also teh beauty and complexity of some moves can only be appreciated in slow motion to capture the synthaesisic pleasure.

After discussion with my friends no one can perform this skill however again my gymnasts believe they could perform this whilst wearing skates so fingers crossed because again this move is an awwing skill and when i watched the video I thought that was “amazing”



Filed under: Further Research,Primary Research — ryansmith66 @ 9:31 pm

After reviewing my video questionnaire on which dance music video do you find teh most interesting these names below kept coming up so now I research adn analysis this videos for ideas that could feature in mine. I will review camera angles and dance routines as well as costuming.


  • LOVE IN THIS CLUB by Usher (Disco & R’N’B)
  • PARTY ROCK by LMFAO (Disco & HipHop)
  • YEAH 3x by Chris Brown (HipHop& Dance)



[4:40+] By watching IN THIS CLUB i can see how a large scale dance scene can be framed but still keep attention on every dancer not just the lead role. Also what range of shots are perfect for fast editing e.g. close up to a sideways shot to show the whole crew. This song has a staedy tempo throughout and the isolated beats are a keystone to many of USHER;s moves from teh chest pop to the shuffling. The use of lighting is brilliant becasu eof teh video’s location of a night club. The costuming of teh ast is authentic as they are all dressed differntly in clubbing gear and adds to teh aumbience of teh piece.

  • Fast Cuts
  • Strobe lighting
  • Close ups of usher dancing
  • Wide shots to show dance sequences




Lays out a clear narrative which unfolds to the audience preventing boredom i will find this useful because my song is in the same genre and  ideaology. Also the dancing itself helps alot as i now have authentic moves which my actors can mimic to its my MVS realism. Representation in this feature will help me dress my actors without realistic clothing then my audience will not find my MVS effective.

  • Lighting effects
  • Close ups of dancers
  • Smoking effects
  • Loads of extras
  • Narrative based



[2:45+] Upon wathcing this video ive learnt how to smoothly transist between shots of the same movement, the skill of using several cameras to catch flips which will be in my film, effectively. Also the idea of filming random crowd scenes and irrelevant dance moves, even if its away from the main action. And also the dance moves themselves and how they are captures through mid shots and close ups on feet.

  • Fast cuts
  • Close ups of Chris Brown doing flips
  • Narrative based
  • Plenty of lighting

What to do?

Filed under: Further Research — ryansmith66 @ 9:26 pm

I videod a focus group on kids in school and asked them what video should I do? and by engaging there reaction along with my questionnaire answers i will be able to mold a perfect song with content that is wanted by teh majoirty of my target audience.

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How to Analysis a Music Video

Filed under: Further Research — ryansmith66 @ 9:25 pm

In order to textually analysis a Music Video you must consider:

  • Relation ship between lyrics and Visuals (Illustrational technique, by taking the lyrics literally and filming scenes matching the lyrics)
  • Grain of Voice
  • Representation (Costumign of teh artist e.g. 50CENT in bling, flash cars and huge fur jackets and baseball caps)
  • Genre/Style (Does the video match the genre, house party wouldn’t suit a indie band music video)
  • Realtionship between Music and Visuals
  • Iconography (Objection of attention e.g. the artist or logo of band like the “TAKE THAT” Double-T logo, being centre of attention)
  • Star Motifs and Construction(Repitition of an image e.g. the artist and the dominating theme)
  • Intertextuality (The shaping of texts through other texts, a story with 2 meanings and can be interpretted differntly so teh viewer is told what to think this is very succesful in media and peopel can have differnt opinion son teh same MVS) 

However ypu first need to dicover what the actual attartcion of an MVS is to it’s audience. The Physchological process of visualing images this is refered to as :


This refers to the theory of ROLAND BARTHES who believes the singer in the band on screen is the most important thing that features in a music video. And the majoirty of shots should be close-ups to concentrate on the artist’s grain of voice and maintain all of the audience’s attention on the singer.He believes teh singer’s image sells, its teh singe rall of teh girls scream for he/she is teh figure head of the band’s success. Even in this BAND PHOTO the lead singer CHESTER BENNINGTON is infront of all others this supports ROLAND’s belief and  ideology.



Target Audiences Selection

Filed under: Further Research — ryansmith66 @ 9:25 pm

Inorder to have a successful video you must consider if the video relates to teh song and if it works and also who do you want to enjoy this video. If you aim a video at over 40’s sales will be low as will its interest as this generation do not invest a large  amoutn of money annaully into teh music industry.

Dance music is predominatly played in clubs and bars so ive decided to pick LOUDER by DJ fresh because of teh recent hype from teh advert and also my age range 16-21 will enjoy the music aswel as the astheatically pleasing imagery of street dancing and urban sporting. These eye-cathcing moves will hopefully catch teh audiences imagination and make my video a hit with teh younger years.

I then did a survey on 20 year 10’s to 6th Formers to get an indication if my song genre would be successful up against other people’s ideas in my class. I aksed this age range as they will have similiar musiclaly tastes to me and teh same age ranges of teh country also this age range plows over $800mil in 2010 alone. I took random samples to show on screen below.

How old are you?



:The majority of The people I interviewed were 17 years of age, perfect is that is also my age so I could tell from teh start that these answers would be suitable for my research.

I askes what is your favourite genre of music to listen to?

:However 50% R N’ B music, artists such as NeYo and RHINNA and Flo-Rida however when question seperatley what genre has teh best music videos 70% replied DANCE & HipHop.

Do you find if you don’t enjoy the video, you see it on the TV, do you turn over? 




What makes a good Music Video in your opinion?


: The majority going with dancing and thing that are amazing, such as flips and skills. This is due to the recent LUCOZADE advert which is teh same song as mine. So i will have to incorporate some of teh original moves in my song this will have a 99.9% likelyhood of pleasing mu audience.



After all of these results, I now know that to make a successful video targetted at 17 years olds to must infuse my own ideas with teh original video setup with dance and gynmaists with urban sporting tricks aswell, this reinforces my original idea and now i believe im on teh right track so next i will draw up a storyboard to display my idea rough through sketches and real life images of my dancers.


Genre Conventions

Filed under: Further Research,Primary Research — ryansmith66 @ 9:15 pm


There are  convention involved in MVS,



This genre originated in teh 1970’s and was a symbol of the ‘negro’ communities in NYC, the cliche singing around a bin on fire. Similiar to all over genres they follow teh convention 4/4 structure. Unless rapping such as 50CENT he develops his own structure stylings.

The singer themselves always remain centre of attention and females flockign around them. representation is always used eccentrically i.e. LADY GAGA wearing huge hats and loads of unusually coloured make-up and skimpy clothing to catch the audiences attention. JEFF RICHARDS head of MTV advertising is qouted “SEX SELLS


MVS consist alot of parties in mansion with women in bikinis dancing with each other and brand new sporst cars when the artists such as 50CENT feature in the chorus. In  every scene the artist in dressed in  plenty of bling.Plenty of camera attention upon the females and upon the bling this is becasue it looks athesetically pleaisng on teh camera and to teh audience, these are the 2 things males want women and cars. A working mans dream world this is why its so effective in tehi genre for escapism.


music videos are  mainly low budget due to that genre of song never beign HUGE globally and target a niche audience. These features then tend to consists of mainly live performances and band members sitting down and jamming.With camear attention upon teh instrument playing along to the track, this is used to sort of make teh aduince feel as if they are there withteh band. Also to reintroduce authenticity however becasue we know they are miming this is calles realsim back into teh music video make teh viewer see it as a live performance. 


Originally called ‘Independant Music’, song usually published by an individual wihtout using a record label. This is why there is little advertising, success and cash witihin this genre’s industry. They are mostly disjunctional.


MVS have the tendency to show the band members seperatly performing their instruments and feature live performances, showing the common mosh pits and dark clothing and a sea ofscreamign girls again to bring back the convention of realsim and make teh audience feel as if the music is live and not mimed. Gets the fan involved and sort of involved in the band.


Rock originated  in the 40’s formerly know asrock and roll’ in which it then eventually developed in the UK and USA by 1960 to become the rock genre as we know. Rock can know be split into sub-gneres such as ‘Folk rock’ and ‘Pop rock. The performance usually consisted of a bass guitar, electric guitar and a drum kit. Usually a rock song is in the 4/4 format with a verse and chorus structure – a slightly faster beat than typical pop songs in general and feature alot harsher sounds.

R & B:

Ryhtm & Blues MVS are mostly narrative based to tell a story to the audience and are highly repititive usually relaying a dance sequence. A human convention is the ‘FRY’ dialisis of teenagers now having short attention spans which he believes are due to the repetitiveness of MVS to keep teh attention of the viewer and stop them thinking about anything other than teh women dancing on screen.Because this is teh modern day favourite genre there is huge money to be spent of MVS to promote the song, which is why there is loads of women dancing in bikinis to attrcat the male audience.

This huge money involved is relayed into teh videos with artists wearing huge gold chains and designer gear along with teh falsh cars.


Again originalting in teh 40’s which evolved alongside with rock and roll again coming from the African American slums became a huge hit in 80’s. Originally the beat would remain teh same throughout to accomodate the aspects of jazz and rock and roll. Singers such as CHIPMUNK and 50CENT & THE GAME use this time to illustrate theiri journey from the slums to the TOP,giving off a differnt image of themselves to teh audience.



Is a free range area because these song are just mixed in studios and consist of liitle lyrics and rarely relayed in albums there is little money involved making the creation of MVS unlikly. However MVS that do exist e.g. PARTY ROCK features dance sequences and street dancing and a lot of bouncing and cut aways to random settings. Causing textual schizophrenia, by making it cool to teh audience then the video will boost the audience’s interest in teh song and boost sales.


This catergory is a huge hit with teh younger generations as its the number 1 genre in pubs and clubs. Surprisingly the first hearing of dance music which remotely ressembles teh genre today was in teh 1920’s when ballroom dancing was customary to everyone. However the1970’s to 80’s were when the dance genre began to develop into what it is today. Dance tracks are mainly played in nightclubs and at parties due to their extensively consistent and fast paced beat, in which people can dance to. They mainly consist of digital and electronic instruments at a speed of 80 to 160 beats per minute.
Dance music videos often consist of the main artist taking the full stage, or a group of dancers danc to the song either in a club or sexually poised with women wearing few clothes due to the fact that again ‘Sex sells’. 

(MTV interview with SHAMROCK studios) All this information is useful to my research now i have a checklist of features that i need to include to make my MVS seem as professional as its predeccesors.


Music Video Content Breakdown

Filed under: Further Research — ryansmith66 @ 9:14 pm


MVS are produced to create an emmersive experience for the viewer to get lost in the song, may that be through a narrative which becomes assscoiated with the song or by creating a series of spectacular dance or animated sequences to grab attention.


Repitition is a key component to every MVS ever made, features during the chorus matching the structure of the song. By repeating the same images of similiar composition to help the viewer remember the lyrics that are mimed throughout.


Close ups are mandattory when filming a solo artist as the main concentration is the singer themselves many audiences enjoy the representation of the artist. Many artists are turned into SEX SYMBOLS (e.g. RIHANNA is dressed provacitavly in MVS to grab the male audience’s attention).

(SKY HIGH record label)