Richard Fashola The Proposal Richard Fashola

Assignment 1

Name of recording artist: Dr Dre Distribution

(Outline the exposure your music video will have for the recording artist. Refer to your research into their current videos.)

Music videos are the visual interpretation of a single, and are very important as they go alongside the singles. The main reason why music videos are made is to generate an extension of income, and to promote the artist this is what every record label, aims to do, so this will be the same case with my music video for Dr. dre. An example of things that can generate a source of income is Adverts in front of YouTube videos as they promote the product or whatever it is the company is trying to sell to the audience so the company pays the Record label money for putting up the adverts before the music video. Ill move on to extension of outlets a bit later on. Music videos also generates income in other ways, for the labels and the artist for example on YouTube as they are certain amount of views you must reach before you start getting paid it may not be much but most of these videos earn millions and millions of hits so when all added up together thats when the big money starts to roll in. Sales downloads such as having the links to iTunes is a good way to earn revenue and profit as when people watch the music videos and they take a liking otwards it. They will want to buy the single, so theyll be thinking to just click on the iTunes link beneath the video and once the single is bought then more profit will be heading towards the artist. An extension of income can also be copyright enforcement, so lets say an uploader was trying to post the artists music video on YouTube without permission from the label. The label can either ban them from using the music video on their channel or ask for a fee to allow them to put it up. This fee may be small or big, depending on which artist it is and the label. There is a wide range of outlets which shows music videos to the general population, examples being MTV, Kiss, Channel AKA, Starz TV, Viva and so on. These are the best ways in which music videos gets promoted as it can be watched by anyone around the UK on their television set and covers nationwide which equals millions of millions of views even more than internet video sites, such as YouTube. As nearly every person in the UK have a television set, and since 2009, Freeview has been made available to nearly everyone in the UK, which has music channels on them. I will put the music video for Dr.dre over a range of music channels in the UK especially for Freeview channels that have music channels on them so it is accessible to a massive range of people in the UK.

Richard Fashola

Assignment 1

Richard Fashola

Assignment 1

The record label strive to put the artist on as many of the music channels as possible so the artist will be more well known and gain recognition from the public, building their musical career up. Internet is also an extension of outlets as you have dedicated video uploading sites such as youtube,vimeo and so on. These sites gets millions, sometimes even billions of views just for one of ther music videos, so imagine the amount of exposure they have in the general public and the amount of recognition they will get. The more recognition and exposure the artist achieves, the more the record label gets profit from the sales of the artist when is then distributed out to the artist and other departments which may also be involved. Promotional CDs and Documentry DVDs also sometimes contain some of the music videos by the artist, so this is also an extension of income as when people buy the DVDs ad promotional CDs the money they will pay, goes to the artist and their record label. Product placement in music videos is very good business for both parties as the company pays the artist and label big money just for the products to star in the music videos promoting the company in a massive way as millions of people watch music videos every day. The advantages of product placement is that the company will pay the record label for having the product feature in the music video, which is almost similar to sponsorship. The products can appear in a variety of ways, whether it is a car make, phone manufacturer, clothing line and many more. For example in my music video there will be a DJ throwing a brand of Dr Dre beats into their air which is a fantastic way of promoting the product, as the engineer of the headphone themselves is Dr Dre so it would be straightforward for Dr Dre to promote his own headphones thus making the product placement free but also earning profit on the headphones being promoted. Music videos also have synergies to films, this is when the record label has a deal with the Distribution company of a big blockbuster film to make an exclusive music video for the film during release. This promotes the film to two big audiences which are the people who like the film and the people who like the artist performing the music video for the film. This allows the film and also the artist to gain recognition which is primarily what they both want. The distribution company will pay the record label for creating the music video, which is again another source of income.

Richard Fashola

Assignment 1

Richard Fashola

Assignment 1

Major record labels and independent record labels have a big difference between them but also run in similar ways. The big difference is that the major label will take most of the profit earned for the artist and distribute it out after they have taken out their cut, to other departments which had played a role in creating the music video. An independent label is different as it pays the artist, more profit than the major label usually would but a major record label will clearly have more money to give out and to pay the music video on behalf of the artist unlike an independent label. However they both have a main purpose which is to promote the artists as much as they possibly can and to get the artist as much recognition as they can. Plan (Relating to style)
(How will the video look and how does it relate to the style of genre associated with your chosen artist? Talk about how the style you will use relates to their current music video style)

Well after my developed research into his two music videos I know that, they are filmed in clubs and bars. So the location and setting for my music video will be all over Compton in California as this where he was born but will primarily be set in downtown where the slums are and where most of the violence and gang affiliation takes place. as Snoop dog is the artist that he collaborates the most within his musical career, so I will feature him in the music video as well alongside Dr. Dre. The Narrative of the music video will be Dr.dre walking through slow motion and stop motion shots of the violence and gang crime thats really happening in downtown Compton and him walking through each scene rapping illustrating in his voice the things that are happing in the music video. The closest music video that has some type of relation to mine is a music video called guilty conscience which is a song performed by him in the early 2000s and will have a similar type of narrative to mine, but mine will be more extensive in the storytelling and shots used. I have done more storyboard and is now completed. This time the music video for the song will have a darker approach and different to one Dr Dre has originally done in the past. I want to think outside the box and do something new and creative which has not been done for Dr.dre before. Dr Dres music video usually contain elements of partying, drugs, alcohol, women and so on, Well now that Dr Dre is getting older and more mature, I must reflect this in his most current music video. As the song I want to choose has a more darker and aggressive tone I need to reflect this in the music video, this is why Im twisting the narrative and locations as well so the audience will see that the music video goes hand in hand with the track. The music video will have a grittier tone and the style will of the music video will still relate to Dr.dre as an artist but it will show a more aggressive tone of him one that has never been done before. Technical Plan
(What editing techniques do you aim to include? This could be in the form of pictures, storyboards, visual examples etc.)

6 examples of editing technique I will use in the music video. Establishing shot

Richard Fashola

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Richard Fashola

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Jump Cut

Close up

Richard Fashola

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Richard Fashola

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Slow motion

Point of view Shot Richard Fashola Assignment 1

Richard Fashola

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Cross cutting

Research Distribution
(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)

Dr Dre- The next episode The first Music video I will be looking at is Dr.Dre- the next episode which has 50, 506,303 views on YouTube and was uploaded on to YouTube on the June 16th 2009, which is an exactly 9 years after it released as a single on July 4th 2000. However the actual music video release date was alongside when the single hit stores, in 2000. The single made a maximum hit single of number 3 in the UK singles chart which correlates to the music video, even if it was first uploaded in the year 2009 on YouTube, it still has millions of views which shows that the single must have been very popular and still very popular. The single is now available to buy via digital download, CD single so iTunes and android play store.

Richard Fashola

Assignment 1

Richard Fashola

Assignment 1

Dr-Dre Kush The second single I will be looking at is one of his most recent singles, which was released on November 18th, 2010. The music video was released alongside the single and was uploaded on YouTube on December 10th, 2010. It has 55,251,485 and reached number 57, on the UK singles chart, it is available to buy via digital download and CD single. The views on YouTube does not correlate with the chart number, but it may be that many of the YouTube views may be coming from America as the single reached number 11 on the rap billboard over in the states. This explains why it has so many views but as you can see hes chart number is dropping down since the early 2000s when he released the next episode. The single is now available to buy via digital download, CD single so iTunes and android play store. Style
(Does the recording artist videos contain live footage, animation, a narrative, surrealism, parody, references, homage)

Both of the Music videos are very similar in many ways, but are yet different in a few aspects. Well first of the Visual quality and audio quality will be very different to each other due to the obvious big time difference, but they still both feature that element of partying. Both of the music videos doesnt have narratives but they both carry the trait of both of them being set in a party in a club. Both of the music videos are lip-synched and they are performance based. Kush Music video does have the camera following the artist throughout while walking through the club as he is meeting snoop dog in the club so I guess that could be considered part of the narrative. The next episode has a more chilled vibe to it and relaxing feeling, which makes the listener to just forget about everything they are doing and just simply chill. While kush has a more darker tone of some kind as the beat is more deep and sounds like its pounding more, with the music video having a bit less party tune but more of an aggressive take. However both of these share one big thing in common, the music video is essentially about the girls, drugs, alcohol making them the main point of the music videos. The only main reason for the singles and music videos being made is the consuming of the marijuana. However the next episode has more of the cannabis element to it while Kush is more about the girls. I could almost say that kush is a reinvented version of the next episode as they are common in many ways, In Kush there is added status to the artists they see themselves as more matured but higher in profile while in the next episode there are pretty much normal ordinary rappers.

Richard Fashola

Assignment 1

Richard Fashola

Assignment 1

Technical
(What editing techniques are included in their current video. Give illustrated examples) Canted Angle

Canted angle is when the shot is tilted to one side, This is often used to create a feling of distortion for the viewers and can make the audience feel confused about the action happening on screen, almost in a dream way fashion.

Close-Up

A close-up is one of the most fundamental shots to use in the music video, it can either be a close-up of the artist or a close up of an item of particular significance. This shows the audience that the cup is playing an essential role in the music video and brings all of the audiences attention to this one object. Pan

Richard Fashola

Assignment 1

Richard Fashola

Assignment 1

A pan is a camera action which involes gently moving the camera 180 degrees across the subject matter or screen in a horizontal plane which allows the audience to keep track of the subject and to follow in on the action.

Mid shot

The mid shot is when the waist above is only in the shot, which allows most of the artist bodies to be seen and with the second featuring artist (snoop dogg) also being seen, it almost makes them look as if they brothers blood relation or not, that they are the same status as each other. Richard Fashola Assignment 1

Richard Fashola

Assignment 1

Dr dre- The next episode

Establishing Shot

This is the first shot seen in Dr. Dres music video and is therefore an establishing shot as this object alone sets the scene, as know the audience will probably know that at least some of the music video will be set in the club as the drink represents this.

Dissolve

Dissolve is when the first shot is on screen and the 2nd shot starts to appear on top of the first shot, so more and more of it will appear until you cant see the 1st shot but now only the second shot. Now in the image above you can see snoop dogg starting to dissolve out, while the second image of a girls bottom will start to appear. This is often used to link two scenes or two people together, which is exactly what is happening now.

Richard Fashola

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Richard Fashola Low-angle Shot

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This is a shot when the camera is positioned below the object and is looking directly up at them, which can emphasize the object being filmed appear even bigger and it can add to a point of view perceptive. It makes the character shown seem bigger and more powerful than the audience, which makes the audience appear smaller and weaker. It gives the object higher than authority us and that we are lower to them. In this scene, you can see one of the music video extras looking down to the audience, which is doing exactly what I stated which is that it is making the audience look small and weak, while making him look more dominant than us.

Point of view shot

This is when the camera shot is taken from the position of the audience, which is ued to enhance a sense of realism and involvement in the action, it allows greater depth to be acknowledged. It makes the scene seem more interactive and that we the audience are actually part of the action going on, it tricks our mind into thinking so. It allows Richard Fashola Assignment 1

Richard Fashola

Assignment 1

the audience to see what the object the music video is seeing, thus making the music video more exciting to watch. In this shot we can see a girl presumed to be a stripper dancing around the pole and allows the audience to feel as if ther are actually watching her in person allowing greater depth in the action.

Richard Fashola

Assignment 1