Music video concept

Music video idea 3

Kanye West - Gone [Late Registration]

This concept would be a black and white video, and would involve the beginning showing a record player and then a hand placing a record into the record player (retro) and then the track would begin with the old sample playing, and as the player is starting the main character will sit down at a keyboard (electronic or normal) and begin to play the chords for the song and start the rap. there would be some shots of the keyboard as he raps and plays the keyboard, the idea is for it to be a mixture of modern and more organic old school music.

The performance would then continue with another character sitting down and playing the keyboard with him, and the main  characters gets up as the other continues to play the keyboard. As he gets up and moves forward you see a bunch of production crew rushing around pushing things around whist a team put a suit jacket on him and button up his shirt and but a bow tie on him and apply stage makeup to his face while he still raps during all of this. He will be looking at the camera every now and then whilst walking and he continues to pass people as he walks and the camera follows him and people pass him a drink which he sips and puts down, he also gets thrown a basketball which he bounces a bit while rapping to the camera and throws the ball away. Throughout this he would be walking through a hallway which would appear to be backstage somewhere. I would like the video to finish before he actually gets to the performance, so the video would follow him walking and passing different people and taking pictures with people until at the end he gets to the 'stage door' and as he opens it the music video ends.

An  artist with a similar image to the one I would try to convey here would be Justin Timberlake as he has a good look for this kind of track although he is not a rapper his look fits the part, specifically in his music video 'suit and tie'.

Music video idea 2

Song: Childish Gambino - 3005

For this concept I would like to have it set in a studio in black and white. The song is quite consistent in tone throughout, and I would like it to start out with the main character who would be a male dressed in an alternative way with messy hair and perhaps a bucket hat. The first shot would be their face with a close up of their upper body and head singing the intro, I would then like it to zoom out gradually to the full body and from then If possible to get a treadmill style moving floor or rotating floor object, to have him walking toward the camera on the conveyer belt singing the song/ rapping in a casual manner looking at the camera and as he walks forward toward the camera he is putting on chains and other jewellery and a tank top and gradually puts on more clothes. I would like this to be cut in with a shot of him standing still in lots of clothing with a time laps of lots of people moving in the background which could be done using a green screen.

While he is walking I would also have black paint or silly string sprayed at him from either side of himself, and while this happens he continues to sing/ rap and ignore it although it continues to build up on him.

The Artists image would be rapper/hipster wearing shorts etc.

I would also like to use spot colour in some parts of the video maybe making just his hat or an item of clothing in colour whilst the rest remains black and white.
I would like the artist image to be similar to Tyler the creator who is a rapper shown above. His dress sense and general attitude is what I would like to convey.

Music video idea 1

Song - Tove Lo - Stay High (Habits Remix) ft. Hippie Sabotage

For this track I would like to emulate a similar aesthetic to the Nicki Minaj music video for 'Pills N potions' and I would like the artist image to resemble that of Nicki Minaj's in this video specifically, rather than her sometimes more colourful and more eccentric appearance. This simplistic look she has in this video would work well for the artist image I want to create. I would like to recreate the same simplistic and stylistic in my own original way. I would like the video to show the main female character in a very dark setting that could be shot in the studio, with a lot of darkness surrounding the main character but with chiaroscuro-style lighting coming from above the character shining down on her. I would like the video to cut between her performing the song by lip-syncing but with a very serene and chilled manner about her, casually singing with many artistic elements added to this.

Regarding the Pills N potions video, I would like the costume to be similar,with mainly black and subtle make up. I like the use of tinfoil and the materials in this video and I would like to try and re create this concept in some form using the idea of the tin foil coming out of a cigarette to look like smoke.

I would also like it to involve water pouring over the girls face as she sits down to make her hair get very wet still in the dark chiaroscuro lighting. 
as the music becomes more upbeat I would like the character to still remain stationary, however i want it to cut to close ups of her face and the water quickly to match the more upbeat part of the songs, however I still want the video to mainly be this girl sitting in the dark room with different things going on in an artistic manner. 

Introduction to advanced portfolio

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

             

a website homepage for the band;

 

a cover for its release as part of a digipak (CD/DVD package);

 

a magazine advertisement for the digipak (CD/DVD package).

Background to the music industry & theory

Genre
Genre is the classification of a text according to its style and content, also its form and manner of production. Genres are continually being invented, crossed and revisited, and the process of categorisation is an important one for producers and fans of music alike. The picture above lists a few examples of music Genres.

Each genre contains multiple sub genres and there are plenty cross overs and mash ups of genres. Genres have different sites of institutional support including  its performance spaces (such as nightclubs), radio stations, record shops, magazines and festivals.

Genre and Artist Image

Image is a large part of genre in the music industry, and artists promote their genre of music through their image, which is portrayed in the way they dress, photos of them, their album covers and the aesthetic of their music videos which will fit the genre for example hip hop and rap often has street looking individuals with lots of gold jewellery and fast cars whilst jazz might involve a performance in black and white with saxophones and an old style microphone etc.

Genre and Sales

In music retail and the selling of music, Genre is also a very important factor, as when people go to buy music they often stay within their genre and therefore it is important that when in a music store your music is categorised in the correct genre so that the buyer who is interested in that genre will purchase the music. Things like Spotify and pandora also rely on genre to tailor the song selection to your liking buy selecting songs of the genres you may be interested in listening to/buying.

Studying Pop stars

 In the list of the 100 greatest singers of all time, the majority of artists who are considered 'greats' are people who have passed away, such as Kurt Cobain, Michael Jackson, Amy Winehouse, Elvis Presley etc. what makes an artist even more appealing is if they are a member of the '27 club' which is a group of singers who all lived fast and died young. Their music continues to be bought and their legacy lives on, this is because they have a perfect beginning middle and ending to their story, which means that they didn't have a chance to move into a new genre of music to conform and then lose the interests of fans, and also their death creates news headlines which helps them re enter the chance and people regain interest. Michael Jackson for example sold more records post-mortem than he had in many years before his death in 2009.

These artists tend to embody the same set of values throughout history which include:

• youthfulness
• rebelion
• sexual magnetism
• an anti-authoritarian attitude
• originality
• creativity/talent
• aggression/anger
• a disregard for social values related to drugs, sex and polite behaviour
• conspicuous consumption of sex, drugs and material goods
• success against the odds. 

The death of the star allows them to be re-marketed with perhaps a new image, as they have, after their death, truly become a star. 

This can be linked to  Richard Dyers theory of stars, which states that a star is an image not areal person that is constructed out of a range of materials (e.g. advertising, magazines etc. as well as films or music).

The purpose of the star is to make money for the record company, and so they try to provide the audiences with the star that they think they want, which is why you get many stereotypes when it comes to boy bands, rappers, pop stars etc.

Dyer said: "stars are commodities produced and consumed on the strength of their meanings. The industry is well aware of the range of audiences it caters to, the perky pre-school tweenie fan to the ageing hippy, and it does its best to keep us all happy. Historically, the industry has provided us with a range of commodities all with different appeal. One way to achieve this is by producing new stars of different types playing constantly mutating genres of music - theres always something and someone fresh to choose from. Another way is to produce a star with long-lasting appeal, who , once their brand is established, can cater to a fan audience for decades (U2 and rolling stones)".

It has been very beneficial studying the background to the music video and the theories here, from the articles provided as it will help me when i create my own music video promo and have to create a star image and brand for the artist we have to market.