Research; Digi packs

Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies,the term digipak or Digi-Pak is often used generically, even when the media holder is a hub or "Soft Spot" rather than a full plastic tray.

Digipak-style packaging is often used for CD singles or special editions of CD albums Because such packaging is less resistant to abrasion than jewel cases, it tends to show signs of wear relatively quickly.

Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s.

Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays; one has announced a 100% post-consumer PET tray made from recycled bottles,which also eliminates the need for the brittle "teeth". Many printers use recycled or sustainable material for the board stock.

Digipaks have many advantages and but also disadvantages:

• Visually more appealing and striking as there are more sides to cover with photographs ect... and there are endless designs for them e.g. 4, 6... sides.
• Digipaks are more exprensive than your traditional jewel CD, so you are investing mor into this product.
• They do not crack like CD do which means they can last longer, but as some are made out of card they can become tatty looking: ripped, fold and split.
  
• As some digipaks are made out of card there is less protection to the actual CD's and the 'teeth' holding them in when dropped or damaged they can break off and fall out meaning the tray in the digipak breaks easier.
  
• They are more enviornmently friendly which is appealing to some people as they would rather buy a digipak than a plastic cased CD.

Finding an un-signed artist

As I have to produce a music video as part of my A2 media coursework it is essential I find a song and artist which I can produce one for. Essentially it is best to produce a music video for a local unsigned artist, as there are many perks to this such as; we can create a brand image, the audience do not know the artist so there is no certain expectations and as the song is unknown this means me and Becky can be creative and produce an entropic music video to the song.

To find an unsigned artist I first asked my friend Tammy if she had any tracks recorded but sadly she said she would not have any till January which would be too late for us. I thought about how I could find an unsigned band, then I thought place an advert on Facebook.

As you can see there were no response on the wall but I did receive a personal message from friend who he suggested to me a few weeks before. As well as me posting this message on my Facebook Becky did as well but she never received any replies.

To the left is the message I received from my friend Tom who suggested I looked at our friends band Emergency room. I faintly remember their sound which was; Alternative / Pop-Punk / New Waves but I could not remember any of their songs so I tracked them

After listening to all of their tracks they have on Facebook I decided that I did not want to produce a music video for this band and Becky also did not, as we believed this genre is not our strongest choice to produce a music video for as we did not feel that we could produce an high standard entropic music video for their band. Emergency room have also just been signed to a record label so this would have effected us they will have a video out soon.

Emergency room

http://www.facebook.com/#!/emergencyroomofficial?v=app_2405167945

With no success with Facebook me and Becky decided the best way we could find an unsigned artist was through MySpace. We set up an account in Becky's names and did intensive research to find a local, unsigned artist. When searching for an artist we looked at solo artists and bands from Worcester as we thought it would be a great opportunity for us to have the artist in the video. After hours of both me and Becky searching through all the artist from Worcester on MySpace we had no luck finding any decent songs so we decided to do a wider search and look and other artists further a field as it was more important that we are inspired by a song rather than thinking about the artist.

I started adding artist as my friends on MySpace who I and Becky were fond of. We had a mixture of signed and unsigned artists as you can see from the print screen to the right, we had well known artists such as; Katy Perry and Miley Cyrus. The reason why we had included these is because we loved songs by them which did not have a music video for but when thinking about what I said earlier in this blog which was if we used a signed, well known artist they have already got a brand image and expectations for their music video's, so in the end me and Becky knew as much as we were inspired by their songs it just was not practical to produce a music video for their songs.

We continued to look through MySpace for our artist, at this stage our genre seened to be indie/ folk music, as we believed that we could produce a high standard music video once we listened to the music, as Andrew Goodwin argued that a music video is a response to the music.

http://www.myspace.com/lizlawrencelive

After intensive research I came across Liz Lawrence from Birmingham/ Devon, South United Kingdom. Liz music is; Acoustic / Pop / Folk. I played some of tracks Liz has on MySpace page to Becky and she also liked her music. We particularly like the track Monday Morning, we sat and listened to the track several times and did synaesthesia, the first images that came into my head was a girls waking up and does a daily routine which sounds boring at first but then I built upon this idea and thought it would be stop motion animation to make it more entropic. As we both liked this song and were inspired we decide to email Liz Lawrence.

To the left is a print screen of the message me and Becky sent to Liz Lawrence asking her if it was possible for us to produce a music video for the song Monday Morning as part of our A2 course work. We received a message from Liz the next day as you can see. Sadly though she said we were unable to use her song as she has just been signed and her manger does not want us to produce a music video because firstly the track has not been released and secondly there is no official video yet for it. We were not sure to ask if we could use a different track but as she has no music videos we assume the manger would say the same.

We continued to look at other indie artists but we had no luck. We liked the idea of the pop music which we were inspired by the Monday Morning track so we decided that maybe we should search for a pop song. once again we did intensive search through the pop genre on MySpace, finally I found a song and artist I believed me and Becky were looking for.

http://www.myspace.com/tiffanyqueen143

To the left is Tiffany Queen an unsigned solo artist from the United States, her genre of music is; Pop / Electro / Techno.

Tiffany Queen was born in St. Petersburg, Florida and raised in Detroit, Michigan. American pop singer-songwriter, dancer, model, occasional actress, author and executive producer; best known for her powerful voice, studio album, music video and dance songs! Tiffany completed her CD “Royalty,” independently produced her music video “Body Rock” which was done at club Elysium, in Detroit, MI. Tiffany is selling on Cdbaby.com, I tunes and Many more.

I listened through some of tracks she displayed on her Myspace and then played some track to Becky who also liked the music. What we both like is the cheesiness of the music and we believed that once we got our song and synaesthesed we would be able to produce and cheesy pop music video but add our creativity and twists to the stereotypical pop video's.

To the right is a print screen of the message me and Becky sent to Tiffany asking for her permission if we could use one of songs to produce a music video for. We got a reply the next day from Tiffany:

"YES!!!!! I would love it!!! You are so sweet and beautiful!!!!"

So we now have permission from an artist to use one of her songs, we continued to look through her album and we both have decided that the song we want to produce a music video for is titled 'Hey Boy.' It is a very 'dancy'/ club song and we believe that we can produce a high standard music video for this song, to do this we now have to do research into music videos which is a similar genre to our song and also conduct synaesthesia.

Andrew Goodwin's theory applied to Gold digger music video

Andrew goodwin theory

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Media concepts- Narrative

In class we were asked to write a full short story which has a beginning and end this is so that understood that all stories have some sort of narrative structure. Me and Becky came up with this short story;...

There once was a man named Malcolm, he was married to his school sweat heart Lola. They got divorced because Lola slept with Brian, Malcolm's handsome brother. They lived happily ever after, apart from Malcolm who was sad and died alone.
The End.

Narrative; Describes the way a story is told, how the elements are structured and organised in a way that makes sense to the audience. It has also been described as how events are unified in time and space.

Linear narrative;- the story is told in chronological order.

Non- linear narrative/ disjointed narrative;- told in non-chronological order.

There are three theorists who have given their opinion and summarised what is needed for an audience to understand what is happening in the story, in my case music videos. The three main theorists who have voiced their opinion on what narrative is and how the audience understand the structure are; Tzvetan Todorov, Vladimir Propp and Claude Levi- Strauss. These
three theorists did not apply their theory to music video's or film but to old folk fairytale stories, in 1950's their theories were adopted by French cinema critics who believed that films follow similar narrative structures as they suggested. In this blog I am attempting to apply these theories to music video to see if they are right, these theories are....

Todorov

He came up with the narrative theory that a story is structured in 5 stages'

Stage 1; Equilibrium

- This is an on going situation before anything happens.

Stage 2; Disequilibrium (disruption)

- This is a disruption in the story which gets it moving and must be resolved.

Stage 3; Recognition

- This is when the character realises there is a problem and tries to deal with it (often making the situation worse).


Stage 4; Reparation

-This is when the character realises the damage of the disruption and deals with it to resolve the disruption.


Stage 5; New equilibrium

-This is when the story is concluded by returning to a new equilibrium (different to where the story began).

Vladimir Propp

In 1969 Vladimir Propp developed a character theory after studying 100 media texts, his narrative theory was spheres of action (anything that makes/ causes events) they are;

-Hero; seeking something, reacts to donor, marries the Princess.

-Villain; obstructs the hero quest.

-Helper; helps the hero on their quest.

- Donor; prepare the hero and provides information to help the hero on their quest.

- Princess; the reward, either marriage or money

- Father; giver of the reward

- Dispatcher; events that sends hero on a quest.

- False/seeker hero; character that thinks he is the hero but he is not.

I have applied Vladimir Propp's theory of the characters in a narrative to the music video Lifestyles of the rich and famous by Good Charlotte.


Good Charlotte - Lifestyles Of The Rich And Famous
Uploaded by fuzz59. - Up-to-the minute news videos.

Hero; The band are the hero as they are on a quest to get out of present for being common.

Villain; The villain's of this music video are the rich people as they are against our hero's which causes them to be imprisoned.

Princess; The princess of this music video is the hero's being released from prison for being proven innocent.

Father; The father is the court Jury as the plead the hero's not quality which allows them to freed from prison.

The false hero; The false hero is also the rich people, especially the blonde woman at the end of the music video. They are the false hero's because they believe that they are imprisoning the 'villain's' which in fact is our hero.

The dispatcher; This could be them getting arrested which is an event which sends them onto the quest to be freed from prison.

Claude Levi- Strauss

His theory of narrative structure is that it is motivated by a struggle between binary opposites, one side of which will be represented as the 'right' side that the audience should identify with and support. A good example of this would be good and evil - the audience understand the concept of good as being the binary opposite of evil . From reference from http://www.scribd.com/doc/8332523/Narrative-theory-notes I have found that...

'Levi -Strauss was not so interested in looking at the order in which events were arranged in the plot. He looked instead for deeper arrangements of themes. For example,if we look at Science Fiction films we can identify a series of binary oppositions which are created by the narrative:

• Earth- Space


• Good- Evil


• Humans- Aliens


• Past- Present


• Normal- Strange


• Known- Unknown
  

For example, in films (superhero) such as; Spiderman, Batman and superman etc.. The hero who is the good guy are represented in a favourable way by; close up shots of their face to connect with the audience and low angle shots to create the tone of power and strength associated with them to show the audience that this character is of great importance.

Another important element that effects the audiences understanding of a film or in my case music video is the way the narrative is structured. There are two types of narrative:

1. Restricted narrative; this is when the narrative is tied to one character and the audience only sees or knows what they know, this generally creates the feeling of mystery for the audience as they do not know what is happening or what is going to happen.


2. Omniscient narrative; this is when the narrative is not tied to a single character and the camera reveals elements that they may not voluntarily have wished it to do so the audience know more about the character, this usually creates suspense as the audience are waiting for something to happen.

Learning about the different theorists and their opinion on narrative it has helped me to take in consideration if for my own music I produce will include a narrative and if so which narrative do I believe will fit with my genre choice of music. Each theorist has conveyed what the narrative structure is for a fairytale story but now throughout my research I will have to adapt their theory to fit with the narrative structures of music videos.

Autuer Theory

Auteur theory

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Taxonomy

As part of my research I have learnt the meaning of the term 'Taxonomy. ' Taxonomy of music videos means grouping music video but not by genre. In groups we were asked to look at music videos and group them together (taxonomy). No music is categorised in in the same group as there are a wide variety of different music videos produced so there is no taxonomy of music videos.

My group and I came up with different taxonomies which we think music videos go into, they are;

Performance

• Live
• Tour
• Studio
• Dancing
• Fantasy
• Abstract
• Artistic
• Horror
• Comedy

Computer Generated

• Stop Motion
• Animation
• Anime
• Illustrations
• old school

Narrative

• Linear
• Non- linear
• Classic
• Disjointed
• Barthe's code

Production

• Low budget
• Big budget
• Home made/ DIY
• Amature
• Entropic
• Redundant
  

Informative

• Historical
• Emotional
• Documentary

From each category I have looked at music videos which are good examples from each of them and have analysed why they belong to that category.

Performance video;

Artic Monkey's- I bet that you look good on the dance floor

Arctic Monkeys - I Bet You Look Good On The Dance Floor

Uploaded by EMI_Music. - Explore more music videos.

What makes I bet that you look good on the dance floor a performance video is it has several aspects of the criteria which makes it a performance video. It contains a live performance from the band playing their instruments and singing into mic stands throughout the entire video. The Artic Monkey's are performing in a studio set up which also makes it a performance video, this is unusual for a music video as it looks as though it is an audition tape which would make it an amature, low budget music video. This video reflects the Indie genre music videos as it is; original, different, edgy, gives off a 'cool' vibe and portrays the band as 'cool,' talented musicians.The way the lead singer is presented i.e. casual looking, calm and cool creates a commercial look for him which reflects the Indie genre. The camera angles used in this music video include; close up shots of the lead singer

represents him as a likable person who the audience can create a strong connection/bond with, which create a brand image for the band which music video's intentionally try to create so that the band appeals to a wider/ selective audience. The band image that comes across to me is they are; cool, contemporary, causal,passionate Indie guys. Many other camera angles and techniques have been used in this music video such as;a pull focus, this adds depth of field to the composition (print screen) and frames both the drummer and lead singer perfectly. By using depth of field it focuses on one subject and blurs the surrounding, by pulling the focus forward it reverses this , this adds a quirky camera technique which is relevant because if the video constantly used cut edits the video would be redundant and repetitive which would bore the audience as the concept of this particular video is redundant but the way it is executed using different camera angles it produces more of a simplistic, entropic music video.

The Ting Tings- Shut up and let me go

The Ting Tings - Shut Up And Let Me Go

Uploaded by regregister123456. - Up-to-the minute news videos.

This video for Shut up and let me go is for the electric pop genre and I believe it is a performance video, as there are elements that reflect the performance aspects, such as; vibrant lights and effects are used to create an abstract, artistic and inspiring video. The Ting tings sing along with the track which makes it a performance video but not as much as I bet that you look good on the dance floor. Throughout this video there are subtle dance sequences with both the artists which is quite expressionistic and dramatic.

Computer Generated music videosEiffel 65- Blue da ba dee

This video is a great example of 'old school' computer-generated 3D animation, the use of the animation makes this music video entropic to a certain extent. At the time this music video was produce (1999) is was consider the defining song of pop culture in 2000 and the video was nominated for a Grammy. The video is illustrative to the song as the song is about someone who is blue living in his own little world, this is reflected by creating a blue alien who is literally out of this world. The video reflects the dance- pop genre or as the band say they are

'euro pop' by using live performances and concert set ups with a typical mise

en scene of the pop genre; flashing lights, elaborate sets and effects. I mentioned

that the look of the video was very entropic but I do not think the narrative is not so much; we

see the lead singer about to perform at a concert then he is abducted to play for the blue skinned aliens, this is an accurate summary of the video but yet the video it self still to this day is mesmerising, or maybe it is the song?

Ok Go- End love

This video has used stop motion photography which is when a photograph has been taken for every movement then all the photographs are placed in a time line and is edited together to create a video which creates different effects. I believe this is not the best stop motion music videos produced but I have chosen this one as it has not just used stop motion. This video I believe is trying to creative, arty and inspiring but I think it is actually rather amature and is put together to a poor quality standard. The reason why I say this is because they rely on slow and fast motion editing which I think is a cheap and unprofessional way to fasten or slow down the pace of the video, they could of cropped down the clips to speed the video up. At times the

video unnecessarily used the speed up tool which caused lip syncing to be out with the soundtrack which was very off putting. The location and the basic setting is a good combination for the video to take place and is entropic for the genre which is; power pop/alternate rock. Ok Go are know for their creative, quirky, extravagant, arty videos e.g. Here it goes again which tend to be viral hits on Youtube which this one has and it has inspired many people to experiment with the stop motion style.

Narrative Music videos

Katy Perry- California Gurls

Katy P

erry fe

aturing Snoop Dogg - California Gurls (feat. Snoop Dogg)
Uploaded by EMI_Music. - Watch more music videos, in HD!

California Gurls by Katy Perry is a brilliant example of a music video with a linear narrative. This means that the video is told in chronological order in events that happen. This music video is easy to sum up in a sentence... Katy is placed into a board game and has to find her way to safety, she meets others who have been trapped then she takes on killer Gummy bears to defeat Snoop Dogg. The linear narrative is a basic story, it is Katy going on a journey but she faces some obstacles on her way this idea is redundant but how the video is put together and the theme makes the video entropic. This video was inspired by the artist Will Cotton who painted landscapes out of candy and women who lye on pink candy floss clouds naked. The video acts as a story teller, taking the audience along with Katy through her journey as we are give an establish shot at the beginning and then we are with Katy for the entire journey. The song and the video are disjuncture as there is no mention of candy in the song but I could argue maybe it is an amplifying music video as the lyrics say...

"Let' take a journey." and "You can travel the world."

Production Music video's

Feeder- Just a day

This Just a day is one of my favourites songs and also the music video for it is also one of favourite videos. This particular music video comes across as amature and obviously has a extremely low budget as they have used other peoples/ fans home footage of themselves miming in their bedrooms and 'rocking out' along with the track. I would describe this video to be amplifying as the people in the video are reacting to the song e.g. singing and dancing. There is no narrative structure to this video, as it a bunch of clips edited together to create a fun, quirky video.

As this video intrigued me I researched how it was created. Feeder posted a competition on their official band website, in which fans had to send in an unedited video of themselves reacting to Just a day and the director would choose the best ones. After being notified that their video footage would star in the production they were asked to stay off any forum rooms until the video was realised, I believe they did this so that this video would create a big impact in video history as it has never been done before to my knowing. By the band posting this ad on their website they have have used media 2.0 which is involving the fan and audience in the production of the media and in this case the music video.

This video is entropic as it is; creative, original and connects with the audience. I say this because it shows the joy people get out of a song as much as the video. Feeder have decided to use fans home footage rather than create a stereotypical rock music video which is inspiring and quirky. The idea of different people's footage edited together to create the video is very impressive and the audience can easily associate themselves to at least one person shown in this video. It seem authentic that it is fans who have sent this footage in rather than people staging and acting their sequences which I believe creates a; fun, quirky, likable music video. The song itself is amazing, when you hear it you just want to jump about with excitement and Feeder have taken this feeling and created a music video to illustrate this. This video appeals to a mass audience from young to old and this is because Feeder have chosen to show a variety of ages, ethnicity's and both genders in the video. This video was probably produced as it was possibly the cheapest way to create a music video, Feeder would not of known that this video would be such a viral phenomenon and has inspired many others to produce videos similar to this e.g. Jet plane landing- Brave Gravity.

Jetplane- Brave Gravity

http://www.youtube.com/watch?v=HeDxvvjGldUv=HeDxvvjGldU

< Just a day

I mentioned that many bands have been influenced and inspired by Feeders Just a day music video and here I have print screened shot from Just a day and Brave Gravity music video.

The brave Gravity video I believe is the best example where a band has been inspired by another video. Both Feeder and Jetplanes are of the rock genre so the video was a great choice for Jetplanes to recreate to fit there song. At times Brave Gravity use very similar shots to Just a day which I have print screened.

Brave Gravity>

This is the first comparison print screens of both videos. Here I have shown that footage of people playing instruments in a familiar environment. In just a day fans are mimicking the band performance in their room where as in Brave Gravity they seem to be performing in a school classroom.

<Just a day

Brave Gravity>

These two print screen illustrate similarities. When watching both videos I noticed the most uncanny resemblance in them, both have a child playing a guitar. This just could be a coincidence but is very unlikely, Just a day is known for it wide age variety staring in the video; old and young. In Brave Gravity it seems that they have took this idea of different ages and incorporated it into the video and used similar characters e.g. child playing guitar but in this video it is a boy rather than a girl which to be honest is changed to make out that Jetplane's has not completely copied the Feeders video.

<>

Brave Gravity>

Finally I have print screened these shot from both the videos. When comparing them to one another I noticed that Jetplane's have been inspired by Feeder's video Just a day, they seem to of copied characters but added their own twist to it. Here I have looked at the solo female character that appears in both videos, she seems to be depressed in both. In Just a day a girl is amplifying the meaning of the song to fit her situation which I believe she has just broke up with her boyfriend. In Brave Gravity it is not so obvious why the girl is depressed but the mise en scene surrounding her gives us dark impression of this character e.g. black print, selective lighting from the right which creates a shadow on the left side of the girl.

Informative music video's

Avril Lavigne- Knocking on heavens doors

The lyrics being sang by Avril lavigne are illustrated in graphic imagery which relates to the message being sang in the song. This video I would say is documenting the effects on the children in Iraq which is shocking but Avril Lavigne wants to raise awareness of the effects, she does this successfully through this video. Shock and disturbing clips are shown in this video which creates authenticity and gives a heart renching, emotional tone to the video as the audience know this ckips being shown are real. There is also performance in this music video from the artist which you expects from an acustic, emotional song but I think Avril is shown in several times is to show that a rock star chick is supporting that certain charity and hopefully her fans will follow her and support those children in Iraq.

Classifying music videos

When classifying any music video we focus on the relationship between the music, lyrics, and visual elements of the video. There are three ways in which music videos relate visuals to the song.

• Illustrative... 'the meaning of the lyrics and genre', e.g. if a song is about being in Texas, the video will illustrate images of Texas. A good example for an illustrative music video would be Busted's-That's what I go to school for.



• Amplifying...' the original song's meaning and effect,' The video adds another layer of meaning to it which is another way we can see and interpret the music and lyrics. A good example for an amplifying music video would be the Spice girls- Wannabe video.
  
  
• Disjunctive...'being disjunctive is ignoring or rejecting the song's original meaning, often based on abstract imagery' The best example of a disjuncture music video is Daft Punk's- Daft Funk as the music is irrelevant to the video shown. The music is quiet and the main focus is the quirky video which includes a human dog but the video acts as though this set up is normal.
  

This section of research connects with the redundancy and entropy research I have done as I will have to consider what style music video I will produce and how will I make it entropic. If I choose to produce an illustrating music video there is the danger of being overly literal which could be seen as redundant but it could also be possible to create an entropic illustrative video such as Pulp did for their music video Common people which is so illustrative that it could be interpreted as entropic. This concepts also applies if I choose to produce a disjunctive music video, a disjunctive video can by entropic by if it is too entropic it can be over complicated, elements of redundancy need to be present as the video has to understandable for the audience to a certain extent. The best example for an disjuncture and entropic music video is Daft Punk's Daft Funk, the music is quiet and seems irrelevant to the video as it follows a human dog around New York, you could argue though that as the music has no lyrics the video is not disjunctive as there is meaning to the song through lyrics, the reason why this video is entropic though is the fact there is a human dog in New York but this seems normal which is humorous. If I choose to produce a disjunctive music video I know it will be hard task to create as I will have to try to produce a video which is entropic, this will take a lot of hard work and creativity. Disjunctive videos are apparently a dangerous strategy to adopt as if try to be too entropic it could also possibly come across redundant.

As part of research project I have used my knowledge of music videos I am familiar with and have categorised them into the three categories. I have looked at several music video's for each category and have chosen to analyse one from each.

Illustrating music videos

• Katy Perry – Waking Up In Vegas
  http://www.youtube.com/watch?v=1-pUaogoX5o&ob=av2e
  
  
• Lily Allen – Alfie
  http://www.youtube.com/watch?v=-RgOm_WJKpE&ob=av2e
  


• Laura Marling – My Manic and I
  http://www.youtube.com/watch?v=djChY6Ol9ig&feature=related
  
  
• Tenacious D – The Greatest Song in the World
  http://www.youtube.com/watch?v=4an3rpucSos&feature=fvst
  

Lilly Allen's- Aflie.
I have chosen to analyse why I believe Lily Allen's Alfie video is illustrative. The sound of the music reminds me of an old cartoon, especially the opening and this is reflected through the video opening which is print screened on the right.
The song is about Lily Allen's brother Alfie which ironically is the name of the single and the video also illustrates that the song is about her brother. The video is overly illustrative which makes it become entropic as the lyrics and the video are both amusing.
The video illustrates the lyrics shown nearly through the entire video which I have gathered print screens of to illustrate this.

For the first print screen image the lyrics being illustrated are...

"I can't even see him cos the room is so smoky'

For the second print screen illustrates the the lyrics...

"You need to get a job..."

The third print screen illustrates the lyrics...

"Now, now there's no to swear,..."

The fourth print screen illustrates the birds solo section of the song when they chirp.

Finally the fifth print screen illustrates the lyrics...

"..., And look me in the eyes and take off that stupid fitted cap."

This particular video is a good example of an entropic illustrative music video the the reason why it is because the music, lyrics and visual elements are entropic and humorous, if the cartoon elements and the puppet was not it would not be entropic but what makes this video redundant is the performance from the artist which you expect from a pop artist.

Amplifying music videos

• Ricky Martin – Livin’ La Vida Loca
  http://www.youtube.com/watch?v=vAzd673kDds
  
  
• James Blunt – You’re Beautiful
  http://www.youtube.com/watch?v=oofSnsGkops&ob=av2e

• Fat Boy Slim – Praise You
  http://www.youtube.com/watch?v=4ULVQOneeZESum41
  

• Sum41 – In too deep
  http://www.youtube.com/watch?v=emGri7i8Y2Y&ob=av2e

Sum 41- In too deep

The video for In too deep amplifies the lyrics which means that the video creates a different meaning to the music.

I interpret the lyrics and song to be about a guy in a relationship with a girl. They both keep falling in love with one another but are running into the same problems, so they are just going round in circles. They have tried to make it work, but that is not good enough. He loves her but it's just not working out. So in summary the song is about facing the fact that even though they love each other, their relationship is over and they should not keep getting back together again. This interpretation is not illustrated in the video, instead it is quite literal in the fact that they are at a diving centre and they do not want to go too deep in case they drown, but this does kind of symbolises the lyrics in a way if you watch the video several times and listen to the lyrics.

The video amplifies the lyrics by giving it a narrative about the stereotypes of jock vs skaters in a diving contest. The jocks are portrayed as; strong and vain with a too close for comfort 'bromance,' they are also the villains of the video where as the band are portrayed as; funny, goofy and scrawny.I have print screened shot which I believe reflects my idea.

These print screen illustrate the video to simplify my opinion of the meaning of the video. This video seem rather redundant as it has the performance of the band, fans singing along and the video is over complicated but it is also a humorous video which makes you smile e.g. when the guitarist plays guitar rising out the pool.

If I was to create an amplified music video it would have to have a balance of both redundancy and entropy as this type of music video is an effective, creative way to produce a music video. It allows a director to interpret the lyrics how they hear them and picture the video vision in their head.

Disjunctive music videos

Disjunctive music video are purposely trying to ignore the original song and create a whole new meaning. This is a drastic technique used and adopted by arty bands in order to standout and create original, thought provoking music videos. Usually disjuncture music video of this type tend to not make a lot of sense and are based around arty, abstract imagery. Below I have listed music videos which I believe are disjuncture.

• Fat Boy Slim – Weapon Of Choice
  http://www.youtube.com/watch?v=sMZwZiU0kKs
  
• The Prodigy – Warrior’s Dance
  http://www.youtube.com/watch?v=AJG8oFHCbdg&feature=fvst
  
• Daft Punk- Da Funk
  http://www.youtube.com/watch?v=uhDl5DCzp2I&ob=av2n
  
• OK Go
  http://www.youtube.com/watch?v=dTAAsCNK7RA&ob=av2e


• Blur- Coffee and TV
  http://www.youtube.com/watch?v=GXRVX1AKAew


• Calvin Harris- I’m not alone
  http://www.youtube.com/watch?v=6uaWOb1bKN8
  
• Red Hot Chili Peppers
  ttp://www.youtube.com/watch?v=BfOdWSiyWoc
  

Calvin Harris- I'm not alone

The storyline of the video has no resemblance to lyrics with in the song at all, it is an electric pop genre but the video does not reflect this either. The clip begins with a small boy who I interpret as Calvin Harris as a young boy after watching the video several time, who is wondering around woods in the thick snow pulling a sledge with a teddy on it. He sets up a camp and lights a fire then begins to cuddle his teddy bear, the the background you can see a gothic looking castle which is hidden within the shot but this is present later in the video, if the audience see this in this shot they will feel happy as they have found a hidden clue in the video. When we cut away the young boy is once again pulling the sledge though the thick snow with the bear on top but then a close up shot is used to establish that the teddy bear has fallen off into the snow. The scene closes and then a cut is used to establish a dungeon setting in the castle previously seen in the camp fire shot. In this sequence Calvin Harris is portrayed as a Frankenstein professor character as he is seen performing experiments on numerous females who are held captive in the dungeon, he combines their essences to reanimate the teddy he lost as a young boy

The storyline of this video is disjuncture to the lyrics of the song but at times it does reflect the genre, for example Calvin is wear a pair diamante glasses which reflect the electric pop genre and als0 the dancing present is a popular style in electric pop music videos.