This is an extract from the book “Making Music Videos” Lara M. Schwartz, it is a book as it says in the title based on making music videos. It goes through the whole process from commissioning the video, covering costs, to the writing process and even hiring the crew! It shows a very extensive look at the whole process – which is very helpful for me in this process.
The fourth chapter particularly interests me, it looks over the writing process, which is something I find I have struggled with. But from looking at this book it makes a lot more sense now. To be critical of my own work I feel I should have took this book into account earlier. I will embed video links into the blog post, these are not taken from the book itself.
“Before the writing process begins the director needs to know the guidelines set by the label. The label may say the artist wants to act in a storyline, shoot in a specific location, or shoot the video within a limited window of time”. (Schwartz, L, M. (2007). Making Music Videos. New York: Watson-Guptill Publications. 62-64.)
“The Eight Categories of Music Videos:
Performance:
As the name suggests, performance videos feature the artist or band performing, and often take place in various locations with the performers wearing different outfits in each shot. Some examples include Coldplay’s “Speed of Sound,” (https://www.youtube.com/watch?v=0k_1kvDh2UA) directed by Mark Romanek; Green Day’s “Boulevard of Broken Dreams” (https://www.youtube.com/watch?v=Soa3gO7tL-c) directed by Samuel Bayer.
Concept:
The artist or band neither perform nor, many times appear in concept videos. These videos portray only stories or images, never performances. Some examples include Beastie Boys “Sabotage” (https://www.youtube.com/watch?v=z5rRZdiu1UE) directed by Spike Jonze and The Prodigy’s “Smack My Bitch Up” (https://www.youtube.com/watch?v=2DPF_pWIy3w&oref=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D2DPF_pWIy3w&has_verified=1 Quite poor quality) directed by Jonas Ackerlund.
Story:
A story video features a narrative, with a beginning a middle and an end, which is intercut with images of the band performing. Some examples; Hoobastank’s “The Reason” (https://www.youtube.com/watch?v=fV4DiAyExN0) directed by Brett Simon and Ludacris ft Mary J. Blige “Runaway Love,” (https://www.youtube.com/watch?v=ISvMS6s41vY) directed by Jessy Terrero.
Gag:
A gag video relies on visual tricks. They can be shot live, also known as executing the visual effects ‘in camera’ such as using dolls that look like the band for the performance rather than the band itself, or using special prosthetics to visually alter the artist or lead actor into the videos. Some effects can be added in post, such as giving the artist a really long tongue. Some examples include Sum 41’s “Hell Song” (https://www.youtube.com/watch?v=7pE8ReA5cn4) directed by Marc Klasfeld and Ludacris “Get Back” (https://www.youtube.com/watch?v=5yt849wJyVk) directed by Spike Jonze and Missy Elliott.
Dance:
As the name suggests this is a video with a choreographed dance. Some examples include Gwen Stefani’s “Hollaback Girl” (https://www.youtube.com/watch?v=Kgjkth6BRRY) directed by Paul Hunter and Destiny Child’s “Lose My Breath” (destiny’s child lose my breath) directed by Marc Klasfeld.
Animation:
An animated video features animated images, in which the artist and band may or may not be depicted. Examples include The Gorillaz “Feel Good Inc.” (https://www.youtube.com/watch?v=H8Qp38qT-xI) directed by Jamie Hewlett and Gnarls Barkley’s “Crazy” (https://www.youtube.com/watch?v=bd2B6SjMh_w) directed by Robert Hales.
Party or Club:
A party or club video features scenes that take place in a dance club or at a party. Some examples include Nelly’s “Hot in Herre” (https://www.youtube.com/watch?v=GeZZr_p6vB8) directed by Little X and 50 Cent’s “In Da Club” (https://www.youtube.com/watch?v=5qm8PH4xAss) directed by Philip G. Atwell.
Film Clip:
A film-clip video is used when a song is featured in a movie soundtrack. The video will contain clips from the film which are intercut into the music video. Examples include Nickelback’s “Hero” (https://www.youtube.com/watch?v=wQzn4a5qHT4) featured in the first Spiderman movie directed by Nigel Dick and Eminem’s “Lose Yourself” (https://www.youtube.com/watch?v=_Yhyp-_hX2s) directed by Eminem, Paul Rosenberg and Philip G. Atwell, featured in the film 8 Mile.
However the eight categories often get mixed up in music videos and become interlinked. Examples are Michael Jackson’s “Thriller” (https://www.youtube.com/watch?v=hG6oy46qKE4 Short version!) directed by John Landis and Ushers “Caught Up” (https://www.youtube.com/watch?v=cFkZDhwqoHg) directed by Little X. These videos are a mixture of dance and a performance from the artist. The Used’s “All That I’ve got” (https://www.youtube.com/watch?v=tgB_JwcuPg0) directed by Marc Webb, blends performance, live action and animation by depicting a young boy wandering around in a story book.” (Schwartz, L, M. (2007). Making Music Videos. New York: Watson-Guptill Publications. 62-64.)