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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

Music Video’s Technical Aspects

Filed under: Primary Research — ryansmith66 @ 9:30 pm

I decided to delve into the tecnical world of music video production and planning and hopefully will enable me to further my understanding and imporve my own project.


The mise en scene of the music video is vital in any music video. It needs to maintain authenticity to look professional becasue it needs to attratc the viewers attention and subliminally casue them to buy the single or the album.


The speed and timing of the cutting is often in time to the beat to enhance verisimilitude and adds to teh music videos overall  qaulity. Beats are very much involved with the camera work and editing, as well as the rhythm of the song itself.







For example if there is a slow beat song, then the camera work and cutting would mimic the beats in most cases, to create verisimilitude. However in the case of many BLACK EYED PEAS MVS .the camear only hold a shot for half a second to match teh beat.

Camera Work

This stage is before the editing stage before editing all of teh footage must of been taken and arrange. Many music videos use a complex mix of camera angles and movements as a way to engage their audience.  The more successful camera movements are excecuted, the more immersive the music video is, and therefore the more likely the viewers will feel entertained.

Montage Editing

The process in which the film is simply edited together, gathering unrelated clips of film and compiling them in a sequence of logical order to enhance the clips specific meaning; they may be entirely unrelated however the editor can create the illusion they are related clips through the use of montage editing. Montage editing uses mainly close-ups, superimposition, fades and fast cuts and jump cuts to portray a professional effect. ‘Intellectual montage’ can be used to represent an idea through juxtaposing and repeating certain clips, to result in an underlying meaning.


This is when every comes together and effects are displayed and also when the track is fiannlly played to teh movements.Generally the attempt to use post production affects is to establish a strong visual style, for example ‘sexy’ artists, due to the fact that music videos represent the growing trend value ‘Style over substance’,

Editing can turn even the most rubbish of footage into spectacular ones, using software such as Final Cut, and techniques such as the colour grading tools to enhance quality. Speed of beats and cutting is also part of editing, and often match the visual image perfectly to achieve a high standard, and these aspects will often reflect that of the rhythm of the song.

Lighting & Colour

This aspect also ties into MeS and play a significant role in determing and reinforcign genre to teh audience. For example a pop video will have bright lighting to enagage a younger audeinces attention e.g. in KATY PERRY ‘Californian Girl’ loads of PINK is used to catch teh attention of teh viewer.

On the other hand, more ‘depressing’ style music such as EMINEM ‘STAN’ use darker colour and lighting to keep the dull atmosphere and show teh sinister style narrative the producer is trying to portray through lighting and the  lyrics.





Another aspect to lighting and colour is to set the tone of a particular part of the song. For example, if the colours are neutral blues and yellows with strong lighting it could mean that passion is trying to be portrayed, where as if the colours are bright reds and oranges, it could portray a bubbly and fun atmosphere. Lighting and colour also has relations with setting and characterisation.


Setting and characterisation in a video can set the atmosphere whihc is supported my lighting and colour. 90% of the time setting conforms alongside with teh narrative’s lyrics, however sometimes in disjunctional videos thi sis ignored

For example if the music video is set outside on a street  with hoods and dark clothing , it can portray violence or death; as shown in AKON ‘LOCKED UP’ set in a prison cell. Compared to a house party like BEP ‘I gotta Feeling’ with bright lights and plenty of high heels sets the mood as fun and happy.

Characterisation will often display the artist themselves due to the fact they will want to create a star image for promotional reasons, however the concept of the characterisation could change. For example in EMINEM’S ‘STAN’ music video, Shady is dressed as himself and a double to show his past obsession with himself and others to complete the look to a very high standard to engage the audience and provide entertainment.


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.



Filed under: Primary Research,Secondary Research — ryansmith66 @ 9:03 pm

After researching differnt features of MVS i discovered they are broken into 3 differnt catergories:


Illustartional Videos

Although these are quite common and can be effective, some may argue that it is too simple and leaves no room for creativity. I believe this type of video is effective as it creates entertainment for the audience which means they will want to watch this type of video repeatedly.

This is the most common way of explaining the narrative; in which music videos use a set of images to simply illustrate the meaning in what the song is saying. It gives the audience a visual image of the audio they are listening to, as if they are watching a mini-film.This video demonstrates the tense struggle between two people in a relationship.Are songs that the written lyrics lituarlly and develop these words into an narrative for a lyrical journey. This is called visualisation. This is considered as the basic technique. Although this can be quite popular many critics believe that this is too simple and not very creative.

A good example of this is EMINEM’S ‘LOVE THE WAY YOU LIE’