Lipsync practice

As the aim of this year's coursework is to create a music video, it is beneficial to practice editing music so that it's in time with the subject. This was both recorded and edited with the 'splice' application on my iPhone. The song is Some Unholy War by the late Amy Winehouse.

Music Video Research

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This video directed by Howard  Greenhalgh, is one of my favourites because of its very surreal themes and the way it is still used as a classic example of certain music scenes of the 90s such as grunge as portrayed by bands such as Nirvana, Mudhoney and Marcy Playground. The video depicts a suburban community in surreal way and eventually they are encapsulated by a black hole. The video according to Goodwins theory is an example of amplification as the video is partially derived from the lyrics. As with many conventional videos it shows live performance and focus' on the artist as a means of promoting them.

This video, directed by Yoann Lemoine is an example of disjuncture as it is more like a mini film with no relation to the lyrics as such, and no appearance or lip syncing from the artist. It is more unconventional and arty than most music videos. Lemoine (who is Woodkid) uses black and white photography, animals, the well known model Agyness Deyn, a man with excessive tattoos and slow motion editing to promote his music in an unusual way.

This is an example of illustration as the video is a portrayal of the lyrics about an actual ghost town. The Specials are shown driving through the deserted streets of London which would never actually happen as it is the capital city and is always busy. It uses typical codes and conventions such as lip syncing, a variety of shot types and editing to fit the music.

Meanings and Readings

• Directed by Dan Sully and shot by David Johnson. 
• According to Goodwin's theory, this video is amplification of the lyrics as it shows the band singing about a seductive woman and in the video Daisy Lowe is an erotic dancing girl in a gentlemen's club. 
• The video conforms as it has some of the typical codes and conventions of a pop video including fast editing, jump cutting, low key lighting, enigma code, iconography, sex appeal and diversion. 
• However, there is live performance with lip syncing but the way it's done subverts the typical pop video as none of the band directly address the audience which decreases engagement. 
• The narrative is unclear throughout and the whole thing is riddled with enigma, giving an implicit and subtextual meaning as the viewer is left to make assumptions and it is not all that explicit. This is the dominant reading of the text; A collection of shots involving gang warfare, a dancing girl and a band but the story is a mystery. 

• Directed by Example & the Chambers Brothers
• According to Goodwin, this video is an amplification of the lyrics as the narrative is partially derived from them.
• The dominant reading of this video is that the protagonist goes on a night out for his birthday and leaves his pregnant girlfriend at home without calling which causes her distress as she cooked them dinner. The narrative is very explicit and not much is left to the viewers imagination.
• Typical codes and conventions of a pop video that are used include; shot variety, rhythmic editing (which is very obvious as on every beat in the chorus there are constant jump cuts and it also represents the fast party lifestyle being portrayed), stereotype of the different genders that conform, and promotion as the woman is shown wrapping up Skream and Example's CDs as a present. 
• However, like the above video, the audience isn't addressed by the artists although they are briefly featured. It is a cameo appearance. 

Bad Romance - Conforms and Subverts?

Does Bad Romance conform or subvert to the codes and conventions of a typical pop video?

The codes and conventions of Lady Gaga's bad romance both conforms and subverts the typical codes and conventions found in other pop videos.
Firstly the video is amplification in the sense that the topic is partially derived from the lyrics which subverts the usual illustration that pop videos tend to be . Typical features such as the fact that she lip syncs and there is choreographed dance moves also conforms. She is also the centre of attention and addresses the audience directly. For this close up shots are used to capture her emotions. This first person approach is used to engage the audience effectively in order to sell more copies of the record. In terms of editing, rhythmic editing, cross cutting and cut aways are used and this conforms to the typical codes of a pop video. There is also product placement throughout the video and this is a form of promotion for both the artist and Dre Beats as she collaborated with them to make the product being advertised.  Lady GaGa, the star of the video, is dressed provocatively throughout the video. This both conforms and subverts because as well as having sex appeal, which attracts men and women, she also dresses provocatively to be controversial. She is seen in extravagantly freakish Alexander McQueen outfits and this subverts as they aren't considered as particularly 'sexy' but are still eye catching and shocking.