Carol Vernallis Theory

The grammar of a pop video
Carol Vernallis believes that music videos do not have a certain narrative to their videos. Music videos are more choppy and fast cut, they tend to have parts that do not always flow. For example this could be in a video if they just show the arm, then the head, then the legs. The pop music video editing aims to stop the audience from focusing on the image rather than the music itself, or music over image.

An example of this would be the Lady Gaga music video for Bad Romance




In this video they cut from Lady Gaga in two different shots, however her hairstyle changes from one shot to another. This wouldn't normally flow as a story, however the audience can tell that their both Lady Gaga. This shows the present moment within the music video even though whats happening in the music video is changing.

Cd cover - Maccabees

Cd cover analyse- Florence and the machine

(Task 1) Brief

To produce a promotional package for the release of an album to include a music promo video together with two of the following three options:

- Website homepage for the band/ poster

- Cover of the album

- Magazine advert for the album

Creating your own artist but could use a orginal song but recreate the artist for the music video.

(Task 11) Andrew Goodwin theory.

Goodwin helps to identify the different juxtapositions happening within a pop video explaining the relationship between the music lyrics and Image.

Disjuncture probably wont be used in out music videos because we are creating a new artist who are not well established, so the audience may not understand the genre of the artist because of their expected conventions of the genre.

(Task 8) Conventions of a music video

• Lip syncing, this is used to show and let the audience recognize it as a music video.
• Close ups are used to show the singer.
• Long shots are used to show dancers or them performing with instruments.
• Mid Shots
• Cuts to the beat, this dictates the speed of the music video, lots of cuts very rapid.
• Props, these are according to the song and the genre.
• Cutaways, use of montage editing to show variety.
• Muted footage with soundtrack.
• Camera on main artist, this shows eye contact and a 'moment of pleasure'.
• Narrative may be told, but the concept is more important.
• Performing actions to the beat.
• Performing with instruments, singing, dancing.
• Constant match on action, continuity through singing.
• Camera always on the move, this shows energy and dynamic within the video.
• 3-4 minutes Long.

The overlaying of images, performance and editing all refer to the lyrics through story,concept, performance and location and refers to the genre of the music video.

(Task 9) Bordwell + Thompson - Rabbit in the Headlights UNKLE