D D I I S S T T R R I I B B U U T T I I O O N N

Outline the Exposure a Music Video Can Have For a Recording Artist:


A music video is very important for any recording artist because it tells a narrative
that defines the lyrics visually and enables artists to express their emotions and
feelings, and their thoughts and idea through the lyrics as it also reflects their
characters. A music video benefits the selling of the song since it has memorable
visuals and it invokes reactions from the fans because it gives the audience
something to reminisce and gossip about. A music video gives you more extension of
outlets allowing the fans to have access over it thus generating more money. A
music video would help keep an artist in the public eye long after the release of their
song by making it entertaining, interesting and compelling in the eyes of the fans. A
music video that sparks controversy (not always the case) could also help keep an
artist in the public eye.

The most important reasons why music videos are created is to expose and develop
the music artists profile and audiences, to promote the song which would promote
the album, and sometimes can produce more work to the production crew as their
popularity can grow to go on to become film directors or producers. A music video
could also connect and bond with a wider viewers from across the world. If a music
video werent produced, the disadvantage would be that you could lose possible
collaborations with bigger music artists or simply artist at your level because
sometimes fans would assess the music video on how it looks instead of the sound
quality. For instance, an artist like 50 Cent, by looking at their videos you can tell that
they promote different things about themselves such as using the music video to
represent their star power and display they male power, pride and gangster style.

Have you compared the videos YouTube hits with chart position?

My recording artists name is Eminem, and Im undertaking the research based on
Eminems singles: Not Afraid and Love the Way You Lie. Eminems single, Not Afraid
had 442,184,889 million views on YouTube, 1,610,108 likes and 44,090 dislikes. With
so many YouTube plays, it would only be reasonable if the single were in a higher
chart position. As a result of so many views, the single, Not Afraid, hit number 1 on
the US Billboard Hot 100. This relates to the high amount of views it got on YouTube
because it was able to gain numerous downloads for the single to peak at number 1.
Additionally, it was also able to peak at number one in Canadian Hot 100, remaining
on the chart for 20 weeks. This signifies that Eminem is a worldwide artist with a
huge fan base and relates to his YouTube views because countless people were able
to watch on YouTube. A music artist whose song hasnt charted suggests that many
people didnt pay attention to that specific song, and its unlikely for that song to
have more views than a song that has charted. For example, Dont Waste My Time is
a song by Krept & Konan with 418,282 views, 3,370 likes and 104 dislikes, which
hasnt charted. The difference in YouTube views with Eminems Not Afraid is huge.
This shows that Krept & Konan dont have a vast fan base that watches their songs to
get them more views. In contrast, Eminems second single; Love the Way You Lie had
602,812,929 million views on YouTube, 1,509,171 likes and 52,373 dislikes. This song
entered the US Billboard Hot 100 at number two, and it peaked at number one on
the US Digital Songs after selling so many copies. It was also number-one hit on the
Rap Songs chart. Given that the song Love the Way You Lie peaked at number one
and number two, this correlates to the number of views the song achieved on
YouTube as both were able to achieve great status in terms of views and chart
position.

Have you compared two music videos by the same artist?

Not Afraid and Love the Way You Lie are Hip Hop based music, especially because
Eminem is in Hip Hop as well. Not Afraid was an as live footage because in the song,
Eminem was performing his rap verse as though it was live but shown only after a
delay to allow for the editing. Like Not Afraid, Love the Way You Lie was also an as
live footage. Additionally, although Not Afraid does not provide interpretative, it has
a thorough narrative that outlines Eminems life. The narrative behind Not Afraid is
the concept following Eminems struggles and triumphs in his life with some positive
message to the fans: letting go of your pride and learning to provide for others.
Similar to Not Afraid, Love the Way You Lie also has a powerful narrative, but the
message Eminems trying to send to the fans isnt exactly the same. In this song,
Love the Way You Lie is about love (more or less) where Eminems reflects on his
chaotic and confused relationship with his ex-wife. This song was written from the
point of view of a violent boyfriend.

Have you explained how music videos can be an extension of income?

Music videos are very important to any music artist and not simply because it helps
with the understanding of the lyrics; but, as it could also be used as an extension of
income. One of the ways your music video can generate money is through using
youre YouTube channel to upload music on YouTube. Firstly, you need a huge
audience that will boost your views to thousands and millions. When thousands and
millions of fans watch your music video; a small amount of money is generated.
Secondly, if your music is IDd and YouTube are able to identify your track whenever
they are shown in a random video, YouTube will stream ads on that video and you
will earn money from each advert that has been clicked on. In addition to this, when
advertisers advertise on your music video or channel, they will pay off for your music
video since it helped their adverts reach more people. Furthermore, if you copyright
(protect) your music video and an individual wants to use it, they have to pay
royalties (fee). However, you will have to apply for YouTube partner program and if
they accept then you can earn money from it. Moreover, if VEVO stream your music
video, they will pay you money and the bigger the music video, the more cash you
can make. Finally, MTV pay music artists whose videos have charted t a higher
position. There are also many ways in which a music video can generate income such
as through the selling of DVDs and downloads from iTunes.


Have you identified the extension of outlets a music video may have?

Extension of outlet is an important aspect of a music video as it allows the audience
to access it in many different ways. Also, the extension of outlets is vital because it
helps with the extension of income. A music video will provide more extensions of
outlet if the music video has left a huge impact on the audience and sometimes
when a music video has a lot of controversy surrounding it, it can gain a lot of
popularity through the internet; therefore, the audience would want a way to
remember the music video by accessing them through various extension of outlets.

The main place where fans access the music video is through the Internet. Fans can
stream music on YouTube at any time by people around the world; and fans can post
links of music video on social networks such as Facebook and Twitter making it
easier for everyone to observe. The disadvantage of streaming music on the Internet
is that music is illegally downloaded so less money is made for the artist. TV is also a
distinguished extension of outlet where there are numerous music channels such as
MTV and channel AKA that allows people to access music channels every time. Other
ways in which fans can access music videos is through DVDs and CDs as it can make it
more of an experience for the fans and unforgettable. Clearly if a song had no music
video, it would be restricted to being played on TV which means not many people
would have access to it thus you would not generate enough money. Also, although,
it wouldnt be restricted on YouTube, music video with no video loses a great deal of
views than it would have had if it had a music video. If fans have access of the music
video on a DVD format, they will be able to enjoy it whilst they are relaxing at home.
If fans had access to it on their phone through downloads, whilst on their journey to
work or school, it stops them from being distracted from unwanted noises.

Have you identified any synergies a music video may have?
Several music videos can work in conjunctions with films and TV programmes. For
example, in the music video We Own It by Whiz Khalifa featuring 2Chainz featured
scenes from a Hollywood movie, Fast & Furious 6. This is an example of two areas
of media, music video and a movie, working together. The reason why these two
areas of media worked together in conjunction is because it would help promote the
film and the music artist to achieve a wider audience. This is advantageous to a
music artist because it shows his popularity and influence, and allows the music
artist to expand his audience. This would also benefit the film because then more
people would go watch the film therefore generating more income. Product
placement is also a synergy that helps generate income when famous brands are
shown in the music video.

Have you identified possible strategies that different producers may have?
(Major/Independent labels, artist self produced)

Record labels are important to music artists because they have the funding to
distribute, manufacture, promote, coordinate, and enforce copyright of music videos
and sound recordings.

Different producers from major and independent labels and self-produced artists
have different strategies when constructing a music video. A major record label such
as Universals main purpose or objective would be to generate revenue by selling
their product which in other words: their artists and the music for popularity, to
promote an album and sometimes to promote other smaller record label that work
under them. A major record label such as Universal will have a different strategy
from an independent record label like Shady records. Major records labels controls
and usually have the final say on a recording artists album or single. For example,
Major record labels tend to change (not significantly) the albums name, edit videos
and sometimes album covers. This is done possibly because they think that the
album has more of a chance of excelling and selling better. This as a result can
aggravate the artists and make them feel like their work is being belittled or not
presented the way they would want it to be presented. Rock-A-Fella is record label
that operates and signed under a Major record label, Universal Music Group. One
thing that differ major record labels with independent record labels is that major
record labels dont just focus in one music genre but several ones such as RNB and
Hip-Hop; whilst independent record labels will focus on one music genre like Hip-
Hop solitary. Partnerships are also important strategies that Major record labels use
to generate more income. For instance, VEVO is in partnership with Universal Music
Group and Sony Music Entertainment and they would put videos of their artist on
YouTube and use adverts at the start of the video to make profits. This is useful for
Major record labels because it enables them to control the online way of sharing
their music videos to their advantage and produce revenue from it.

Independent record labels have a tendency to focus on a single music genre. For
instance, Shady Records and Maybach Music Group specialises in one specific music
genre, Hip-Hop/Rap. Independent record labels main objective would be to make a
name for themselves, to promote their own labels, and to promote artists featured
in the album or mix tapes and or artists under their own record labels. Independent
record labels strategies will differ from that of a Major record label because they
have more control over their own work and barely will alter an album from an artist
that has signed under them. 50 Cent and Obie Trice are music artists that had signed
to Shady Records, and their videos matched with Shady Records strategy because
they had massive control and influence over their own work, their style of music
matched with Shady Records strategy, and Shady Records allowed them to be
creative and artistic.

Self-produced artists have the smallest budget and the key goal and aims of a self-
producing artist promoting themselves in a music video would be to increase their
image and popularity. Therefore, there are different places that they could be aiming
to be seen which is usually on YouTube and getting recognised on Social Network to
create a small buzz. It is almost impossible to have production placement or any
synergies opportunities. There is a rare chance that you might be able to perform
live increasing your chance of getting signed and building a lot of followers. Krept
and Konan were self-produced artists before signing a contract with Virgin Records.
They were able to gain followers on Facebook, Twitter and Subscribers on YouTube
via self-produced music videos.

D D I I S S T T R R I I B B U U T T I I O O N N

Where can you buy or listen or watch the tracks?
(Include links to YouTube URL and stores where the track can be purchased - digital
and physical). Do music videos plays and likes relate to sales of the artists tracks)

Not Afraid and Love the Way You Lie are music videos that could be purchased on
stores on various extensions of outlets. For instance, you can buy these two tracks
on HMV on a DVD format or CD. Also, iTunes will allow you to buy these two tracks
without having to buy the whole album, which will cost you more. Amazon is an
online retailer where you can also buy these two tracks on digital formats.
Additionally, you can watch these two tracks on music TV channels such as on
4Music and Chart Show TV. Although, they can be watched there, it is not always
guaranteed that they will come up frequently. These tracks can also be viewed on
YouTube at home or on your phone anytime. But then if you have limited Internet,
you wont always have access to YouTube. Furthermore, you can also listen to these
two tracks on your phone as an MP3 download. Tubidy is a streaming site that
indexes videos from the Internet and transcodes them to be played on your phone
as an MP3 or MP4 and 3GP Video. Music videos plays and likes does relate to sales
of the artists tracks because it shows just how popular and widespread the track is;
therefore, the more views on streaming sites, the more income is being generated.
Also the more likes shows how many favours the track and are more likely to go buy
them on digital formats.
The Monster is a single by Eminem featuring Rihanna. The song has a huge
popularity because a music video was created for it and also the artist featured
increased the popularity, which gave them more views.
Wicked Ways is not a single and a music video wasnt made for it therefore you can
see that it wasnt popular and probably on YouTube, the views would be very low.

P P L L A A N N ( ( R R E E L L A A T T I I N N G G
T T O O S S T T Y Y L L E E ) )

How is the recording artists video constructed?
(Have you identified how the video looks in relation to style of genre associated
with your artist?)

Not Afraid is a recorded single from a Hip-Hop artist thus making the single a Hip-Hip
song itself. Not Afraid fits the style of Hip-Hop because you have an individual
rapping over a musical instrument using different styles of rapping such as using
different rhyme schemes, delivery patterns and the sort of contexts that relates to
Hip-Hop artists and audience. For example, in Not Afraid, Eminem has used various
rhyme schemes like a compound rhyme you can try and read my lyrics off of this
paper before I lay em, but you wont take the sting out these words before I say em,
and internal rhymes and that a lot of music genres dont apply them in their work.
Similarly, Love the Way you Lie is also a single in the Hip-Hop genre following its Hip-
Hop artists.

Not Afraid is mainly live footage where the song was already recorded in the studio
and then you have Eminem lip-syncing over the song as he performs it live at the
balcony, on the street and in a dark room. For instance, you see Eminem lip-syncing
a line he already recorded in the studio and this is not a rare case as numerous Hip-
Hop songs are live footage while the lyrics itself were already recorded. Various Hip-
Hop artists have this done because again a music video helps with the extension of
income and generally helps the artists express their feelings and thoughts through
the lyrics to reflect their characters. This then fits with the style of Hip-hop because
Hip-Hop is all about telling your story, showing your wealth and expressing yourself
in a way that can promote your persona. Like Not Afraid, Love the Way you Lie is also
a live footage as this we have Eminem and Rihanna Lip-synching over the song that
they already recorded in the studio.

Not Afraid music video includes a narrative where Eminem is shown in three
different locations: on top of a roof, on the street and inside a dark basement. The
narrative focuses on Eminem as he talks about his struggles and triumphs and
inspiring his fans to reach their triumphs as well. Narrative is a very important tool
for the style of Hip-Hop and Hip-Hop artists themselves. Almost all inspiring Hip-Hop
songs have a narrative behind it, as Hip-Hop artists are usually fond of letting their
audience understand their pass lives and how they made into the music industry.
Several official Hip-Hop songs are neither parody nor homage, but it does reference
various things common to the neighbourhood that these music artists grew up in.
Akin to Not Afraid, Love The Way You Lie also has a strong narrative as Eminem
reminisces on his tumultuous and ambivalent connection with his ex-wife Kim
while Rihanna also featuring on the hook - Interestingly, Rihanna also had
tumultuous and ambivalent relationship with his ex-husband, Chris Brown.

The way Not Afraid has been constructed isnt like your typical Hip-Hop constructed
song that basically shows male figures to have money, expensive cars and big houses
to attract females. Unlike those stereotypes, Not Afraid is about Eminem inspiring
his fans to achieve triumph over many obstacles so youd expect locations and props
that fits the narrative. Like Not Afraid, Love The Way You Lie also has been
constructed not in a Hip-Hop stereotypical way, but also has a way of Eminem
showing his fans about his pass relationships thus using settings and props fitting for
his music video purpose.

How will your video look?
(What style will you use for your video?)

From the research conducted regarding the style of Eminems two singles, Not Afraid
and Love The Way You Lie, I have concluded that I am going to use the same style for
my music video because of its significance and major influence it has on Hip-Hop
music videos as a whole. I am going to base my music video on Hip-Hop music genre
because I have based my research on it and simply because I prefer the genre itself
as my favourite music artists originates from the said genre. I also think that the way
Hip-hop functions and its components really stand out and have been influencing my
life since my early teenage years. In addition, I think that Hip-Hop is a popular music
genre that a lot of people would like to listen to so Id gladly base my music on Hip-
Hop.

Furthermore, like my two music videos, I would also want for my music video to be
live footage and have my artist lip-sync. The reason for this is because I think live
footage helps reinforce the narrative - when you have the artist perform his own
song live, the fans get to witness the facial expressions that the artist has helps to
connect with the fans and makes it more compelling, interesting and entertaining.
Also, a narrative is a very powerful style that helps music artist convey their feelings
and thoughts about things that occurred in their life, and since most of the times, it
sends a positive message to the fans. A narrative music seems to be very popular
with fans because fans like it when music artists talk about real life and things that
matters in life in which they can relate.

Moreover, Hip-Hop seems to rely entirely on narrative to help the fans understand
their lyrics better especially the sensible music artists who have been in the music
industry for a while. Therefore, I am also going to use a strong narrative that will also
leave an impact on the fans and I also think it will help the fans understand the lyrics
and the narrative behind it more clearly. Finally, I am not too fond of making my
music video as homage because I think it diminishes the Hip-Hop genre, as artists are
usually serious about their work. The style also didnt appear in both my research
hence the reason why I wouldnt want to use it.

Apart from the style of music used in both of Eminems music video, the setting,
props and personnel are important to my artists music video. The location is vital as
it could also help with the understanding of the narrative in the music video. Since
my narrative involves a college student in pursuit of an individual who murdered his
friend, I think that it is reasonable if the location of my music video is shot in college
and outside of it. To be specific, my location would be in Christ the King St Marys
College and I would be using the colleges corridors and playground. Props and
costumes are also significant and since our artist is supposed to play a college
student, it is suitable that he is seen with casual outfits and a bag to prove that he is
a college student.

My personnel

(Talents)

Ryan (Main Character) Ryan is pursuing the killer of his best friend in college.

Malcolm (The Bully) Malcolm is the person who killed Ryans friend. The final
confrontation between Ryan and Malcolm takes place near the street on the
pavement. Ryan confronts him but decides to not take revenge on Malcolm.

Angus (The Bullied) Angus is the recent deceased friend of Ryan whom the bully
presumably murdered.

Extras

Kieran & Goodness These are the extras that Ryan went around the college asking
if they have seen his friends murderer, Malcolm.

Production Crew

Werth Nsombo
Angus
Kieran

What conventions will you apply?

I will be using lyric interpretation as a convention for my music video to interpret
part of the lyrics differently from the original lyrics. In addition, I would be using
Eminems single, Like Toy Soldiers, to extend its meaning and interpret each line
differently and I will do this by selecting each line from the song and extend and
offer a different meaning from it that is roughly similar to the original lyrics. I will be
using lyric interpretation and extend the songs meaning because Id prefer to create
a newly narrative of the music video to show my creativity. Cutting to beat is a
convention that I also want to use because it will make my music video engage the
viewers and emphasise the lyrics. The fourth convention that I will be using is
miming and lip sync. It is only reasonable that I use these conventions because my
music video will be live footage so I will need my music artist to lip sync and mime
the lyrics. There will be various effects that I might apply in my music video but the
effect that I will surely apply in my music video would be black & white screen to
emphasise that a character is reminiscing. I will add a black & white effect because
according to my storyboard, I have a scene where the main character reminisces
about his friends.

T T E E C C H H N N I I C C A A L L P P L L A A N N
What editing techniques are included in your artists current videos?


What camera angles are used in the current videos?
Several camera angles were used in Not Afraid for various reasons such as conveying
the narrative more effectively. The most camera angles used consistently in this
music video were low angles, birds eye view and worms eye.

Birds Eye View The director here used birds eye
view a shot taken from above Eminems head as if the
viewers were a bird. The director decided to use this in
particular to make Eminem look insignificant. The
lyrics he said during this shot in actuality was him
stating that getting over an addiction (during his period of drug-addiction) is
hard and left him depressed most the times. Hence, the shot type to show
that he was at his lowest and insignificant.
Worms Eye this shot was taken from below Eminem as if
the fans watching were a worm. The director used this shot
to show Eminem look mighty and strong as he has
triumphed, at this point, over his drug addiction. He is also
seen flying almost implying that he has found new hope
and optimism.
Is Chroma key used in any of their videos?

There have been many cases where Chroma key has been used in Not Afraid to
remove the background from Eminem and replace it with any image the producers
want. There reason why producers use green screen is because it allows the music
producer to place the artists at different locations in case they dont have enough
funding to actually use the real location, and also it creates special effects, for
instance, when the music artist was flying.










Have you identified editing processes applied to current videos?
Various appropriate techniques and conventions were used in Eminems music video
in order to tell the story smoothly and accurately.

Jump cut This when an abrupt switch from one scene to another similar
part of the same scene but misses out parts of the action and this took place
when Eminem was shown standing at the top of a roof top and suddenly is
shown downstairs the director intentionally cut the part where he is
probably supposed to be shown in the elevator going downstairs. The
director decided to use jump cut to shorten the length of the scene that
would take Eminem from the top of the balcony to get downstairs. This
speeds up time a little bit.






Cross cut this is when the director decides to cut between two or more
separated scenes that will frequently happen in two or more different
locations or at different points in time. In these particular scenes, Eminem
was shown trapped in the basement and also trapped between mirrors. In
both scenes Eminem was shown escaping by breaking the wall and the mirror
and then concluding with Eminem rapping around a very light place. The
director probably decided to use this create suspense and build emotional
impact.







Establishing Shot this shot is used to begin a new
scene, to establish time or an idea or concept, and
sometimes to establish the relationship between the
character and the location. In this case the director used
it to establish that this music video was taken place
during the afternoon, to establish this concept of
Eminem being at the top of his game (music industry)
and going down to tell people his struggles, and finally, to possibly show the
significance relationship between the location and Eminem.

Close-up Shot A close up shot of Eminems face
to show his emotion at this point of time. His facial
expression is that of a calm and collected person.
The director also probably used this to distinguish
the main character (Eminem) as way of
representing his significance.

Continuity this technique is used several times by the director to maintain a
clear narrative action and to highlight a smooth transition of time and space.
In this instance, we see Eminem breaking the mirror and then a continuous
shot occurred when we see Eminem lying on the floor. This shows a flowing
video between each shots.









Cut (Transitions) - A cut was the only transition used throughout the music
video. A cut is used several times in this music video to create this idea that
Eminem is in two different locations: trapped inside a basement and on top
of a rooftop. Also the director simply used this to change scenes and shots,
and also to compress time.









Does the video include any post-production tools?
(On screen text; image editing; audio editing)

They were an image of Dr Dres beat on a construction block that clearly also went
with the text of the Beat that was clearly inserted in the music video as post-
production tools. There was no audio edited during post-production.

What editing techniques will you include in your artists current videos
(What editing processes will you apply?)

As Ive conducting the research based on the technical aspect of Eminems music
video, Not Afraid, I have come to conclusion that there are several editing processes
that I would like to include in my music video. The main camera shots that I would
like to use would be a close-up, long shot, an establishing shot and a point of view
shot. The key camera angles that I would like to include would be high-angle and
low angle most of the times. In addition, the main transitions that I would include
would be a cut and fade. Furthermore, i will also like to include various editing
techniques such as continuity, seamless, parallel editing, 180-degree-rule, jump
cut, and match on action.

Have you identified the affect these techniques have?

Indeed I have identified the affect that these techniques may have on my music
video. I decided to go with an establishing shot to establish the scene and show the
viewers the environments as it can help the viewers understand the message in the
lyrics. The affect that a close-shot would have to the fans is to help them
understand the state of being of the characters in order to connect with them. A
long shot I would like to include simply showing the characters figure for the
audience to understand them easier by looking at their costumes. A point of view
shot would be important to enhance a sense of realism and audience involvement in
the music video. I would use a high angle to make the music artist look vulnerable,
powerless, lonely and isolated. I would include a low angle as it can make the music
artist seem big, dominant and powerful. I would include and cut because it is
effective and a clearer way of showing that scenes and shots have changed. The
affect of a fade is suggest whether a scene is about to begin a dream sequence and
so I would like to use it for specific reason.

Finally, the most interesting techniques would be very important in my music video.
Continuity would be the most affective as it will create a smooth transition between
each shot and a logical consistency between shots. The effect of seamless would be
to tell the story properly and accurately whilst at the same time not grabbing the
audiences attention. Cross cutting would be effecting because it will make the
music video seem more interesting and can create suspense and have emotional
impact on the scene. 180-degree rule would be affective as it allows the audience to
feel comfortable with the story and will help the audience understand the
positioning of the characters. I could even go further and break the 180-degree rule
depending on the emotional state of my main character. Jump cut would help
condense time and shorten various scenes. The affect that match on action would
have on my music video is that it will ensure a neat flow of an action sequence and
provide a correct (in chronological) outplay of various events.

Have you produced a storyboard for your video?

Before creating my music video, I had to carry out a storyboard detailing the action
and lyrics that were going to take place and most of the editing should adhere to the
storyboard. The storyboard was very important as it helped the director to
experiment and test camera shots and angles, and the characters motion.