24.9.12 - The Auteur Theory

François Truffaut

1. What is the Auteur Theory?
The Auteur theory is that the directors creative voice is visible through media outlets, originally it was designed only for films although in more recent years it has become apparent that all visual moving images can be affected by the Auteur theory. This theory was first created by French critics and directors in the 1950's, and was most notably voiced by François Truffaut. The concept describes the mark of a film director through: thematic or stylistic consistencies, personal aesthetic vision, recurring themes, established technique, a defined view of the world and/or a significant degree of control over production.

2. How can Hitchcock be regarded as an auteur (what was his style)?
Alfred Hitchcock (1899-1980) was famously known for being the master of mystery and suspense. Traits of Hitchcock's works are the regular elements of black comedy and eccentric characterisation. This is exemplified by his use of: camera viewpoints, elaborate editing and soundtrack to build suspense.

3. Who is Hype Williams and what videos has he directed?
Hype Williams whose real name is Harold Williams is a well respected film director, music video director and screenwriter. Hype Williams made himself known by tagging local billboards with his grafitti tag 'HYPE'. Hype Williams has worked with the likes of: 2Pac, Jay-Z, Kanye West, Beyoncé, Christina Aguilera, Coldplay, Ne-Yo, Nicki Minaj and many more.

4. If HYPE can be considered an auteur, what is his signature style?
 Hype Williams has many signature styles which have developed over the years. On of his signatures up until 2003 was the use of Fisheye lens which is an wide angle lens which produces a strong visual bend which in turn creates a panoramic view.

Another trait of Hype Williams is to have a widescreen shot in the middle of the screen whilst 2 bars of another location or other angles of the artist appear on either the top and bottom or the left anf right side of the screen.


As well as this Hype Williams often uses tracking shots, mainly from an arieal perspective. This adds a different atmosphere to the music video giving it a multi-dimensional feel rather than the static and basic camera angles. Since 2003, Williams has adopted a signature style combining a center camera focus on the artist or actor's body from the torso upward and a solid color background with a soft different-color light being shown in the center of the background, so as to give a sense of illumination of the background by the foreground subject.This signature style was used in the Gloddigger music video by Kanye West which I have analysed with Goodwin's theory in mind.

Below are 3 videos directed by Hype Williams - from these videos I will be able to understand more fully the different signature stlyes of Hype Williams which prove him to be an auteur within his own right.

This video 'Check It On' by Beyoncé feat. Bun B and Slim Thug clearly uses Hype Williams widescreen shot with banners across the top and bottom of the screen. This signature style of Hype Williams is used throughout the video - with the banners going across the top and bottom of the screen showing a pink silk material.

This video 'Rock The Boat' by Aaliyah uses the arieal perspective whilst the singer looks up to the camera, the audience is able to see dancers in the background - as the dancers are a trait of the R&B sub-genre.

This video 'Gimme Some More' by Busta Rhymes uses one of Hype Williams original signature styles with the Fisheye lens. Creating a slightly widened view of the visual material.  

23.9.12 - Music Selection Permission

For the Media Task I have selected a song by Corrina Suri, the song is called: 'I Could Have Been The One' and through research I have identified it as adult alternative in genre. During the process of asking for permission to use the song and ask the artist (Corrina Suri) if she wanted to star in the music video herself, I have discovered more about the process of making a music video. Below are print screen images of the email discussion:



20.9.12 - Goodwin's Theory - Case Study

Through understanding Goodwin's theory I looked at the music video called: 'Gold Digger' by  Kanye West featuring Jamie Foxx released in 2005.

When watching this music video I created a table where I could identify examples of Goodwin's 6 principles but also analyse where in the music video the music video conforms to the principles or contradicts them.

Theory:	Image:	Analysis:
1. The lyrics are linked to what is seen on the screen		“18 years, 18 years. She got one of your kids, got you for 18 years” Is the lyrics when the scene of a little boy is a devil costume appears on the screen – the mise en scene of the costume is a symbolism of evil and temptation emphasising giving into temptation – the child is the by-product of giving into temptation
2. The music is linked to the visual material		During the video at 0:20 – 0:23 seconds the beat picks up creating an earthquake effect through a montage of images showing Kanye West and the female body such as: eyes with green eye shadow which is associated with jealousy and beauty
3. Music videos demonstrate genre characteristics		This music video is R&B in genre – the conventions of this genre is women wearing minimal clothing, sexuality, party scene.
4. Demands of the record label will include lots of close ups and developing motif		This is the only principle which in this music video is contradicting as the artist tends to keep his back to the camera during a close up, although this is a developing motif because it is featured in many more of his more recent music videos
5. Frequent references to looking (mirror, screen, telescope etc.) and particular voyeurism (sex symbolism) of females		Throughout this music video the women are seen as sex symbols, however there is no use of mirrors or screens
6. Intertextuality in reference to other media outlets		Is used at the beginning in reference to an old fashioned film genre title sequence, emphasised with the non-diegetic sound effect of flickering. Another media outlet referred to throughout this music video is magazines as all of the women are shown to be featurettes on the front of male magazines

20.9.12 - Goodwin's Theory - Research

All music videos have a purpose and with this purpose comes the conventions of music videos, these traits are followed to make the music video successful at its purpose - to promote the artist and the song. One such theorist is Andrew Goodwin, who believes that there are 6 features which are present in music videos. These features are:

1. The lyrics are linked to what is seen on the screen - there is a link between the lyrics to what is seen by the audience, either conforming to the feature or completely contradicting it.

2. The music is linked to the visual material - this affects the editing process as the tempo and beat of the music can be used in the animating of the video. e.g. R&B/ Hip-Hop beat used in fast paced editing

3. Music videos demonstrate genre characteristics - this means the genre or style of the music video (visual material) has to have a link with the music. e.g. Pop music videos usually have a dance scene.

4. Demands of the record label will include lots of close ups and developing motif - this allows a developing artist or even and established artist to be recognised through other media outlets as well as future music videos. e.g. Jay-Z uses his symbol of 'The Roc' as a motif to promote himself, his record label (Roc-A-Fella Records, Roc Nation) and his companies such as: Rocawear.

5. Frequent references to looking (mirror, screen, telescope etc.) and particular voyeurism (sex symbolism) of females - which has an aim to increase the promotion of the music video especially to a male audience 

6. Intertextuality in reference to other media outlets - the intertextuality could refer to other: music videos, magazines, films or textual references. This could be to the benefit of the artist (acknowledging other media outlets which they like) or it could be for humorous gratification of the audience. 

18.9.12 - Music Video Influences

1. What are your 3 most influential music videos and why?

• Bohemian Rhapsody - Queen was released in 1975 and created on a budget between £3,500-£4,500. I find this video most influential because of the great use of lighting. This music video is a mixture of performance and concept based in type. Also the musicality of the music video is inspiring as an up and coming musician - I like the contrasting sections within the song.

• Subterranean Homesick Blues - Bob Dylan was released in 1965 has inspired me to think about using this technique of having lyrics on card during my music video, however I will have the opening titles on the card rather than lyrics.

• Hurt - Johnny Cash released in 2003 is clever in the way it uses the music to cut to the next scene. Although this music video is nothing extravagent it is a lovely concept based and performance based music video.

18.9.12 - Research: A Timeline of Music Videos

Muisc videos have developed over the years and first began with one idea in mind which was to promote songs and artists. Through my research I have been able to track the main developments of music videos up until present day:

1894 - The first ever form of a music video whereby a series of still images are projected (shown) on a screen whilst music is played live in the background, this performance was called 'Lost Little Child' developed by George H. Thomas, through this promotional video, it sold more than 2 million copies of sheet music nation wide.This is the advertisement and the first page of the music played:

1926 - Saw the beginning of musical short films featuring the artist known as 'talkies' (talking pictures). Jazz music was heavily influenced by the use of promotional music videos. Such as Bessie Smith - St. Louis Blues song released in 1929 which is a two-reel short film. Which tells the story of the artist mourning over her lover who is absent at a bar whilst the other support singers from the choir play customers in the background of the scene.

1959 - J. P. "The Big Bopper" Richardson created the phrase 'music video'. The rise of popular music was heavily influenced by the rise in the television industry.

1964 - The Beatles set the standards for modern day music videos, influencing the way in which all future music videos would be judged. The song 'A Hard Days Night' hit the screens with many iconic scenes which would be recreated in many other media oultets in the future, such as:



3 people pretending to be on the phone
 in a phone booth (Humourous)



Jumping over the fence on to a moving viechle

Disguise

1981 - MTV is launched. This television channel allows 24hour broadcasting of music videos - expeanding the audience. It also palyed a central role to the popularity of music videos, showing the music video as a influential marketing tool for up and coming artists towards the mid 80's.

1983 - The most well known music video by Michael Jackson is released.

2005 - The opening of Youtube and iTunes. Youtube allows a world wide audeince to view and be more up to date with the latest music, whilst at the same time allows new artists to develop their way through the music industry as a world wide audience can view the popularity of the artist. iTunes makes music videos widely avaliable to be downloaded from internet.

 

A2 - 14.9.12 - The Advanced Media Portfolio Task

The Task: For the Advanced Portfolio in Media the task is to produce media portfolio that consists of:

1.     The Primary (main) task is to production a music promotion pack for the single (song) – a digipack. The music chosen must be either copyright free or we must have permission from the artist and/or record company.

2.     The subsidiary task is to produce the packaging for the digipack (the album net cover as well as video extras. The digipack is to be created on Photoshop in net form to produce an album cover.

3.     Another subsidiary task is to create and produce a magazine advert that could double as a poster.

All tasks should follow the conventions of the typical media products as well as the genre of the music.

I am looking forward to producing this portfolio, as I will have the ability to use existing skills in Final Cut Express and Photoshop, but also I will be able to develop new skills.  The aspect I most look forward to is editing the music video once I have filmed the visual material – seeing the end product is really inspiring so I can’t wait to start the practical elements of this media portfolio.