Good Example:
Usher - Scream is a good example of large number of cuts as, the cuts in this video are fast paced and shows a lot of different shots to the audience but it also shows the same shot from different angles to help the narrative move along. The effect of this is of a good one as it keeps the audience hooked onto the song to see what the next shot will be, it also makes them understand what is going on. The large number of cuts also allow it to help the music video keep the pace of the song so that it does not look like nothing is happening, the video also has about 45 cuts in just the first minute making sure that the pace of the song of the images are in time so that it goes smoothly and does not look like it is rushed.
Bad Example:
Leona Lewis - Run is a good example of a bad video that does not have cuts in it at all. The video shows Leona walking alone on a dusty trail, she then enters a dark forest, this also has slight audience participation as the video shows it as it looks like we are following her, this makes the audience feel like they are involved in the video. Then in the final chorus, she draws in the sun and the forest lights up, matching the lyrics, however this may seem uneventful to the audience as the video does not a lot happening so they may get bored of it. The cuts in this song do not happen often so the video just seems as though its one long shot that does not really change angle or do any movements.
Special Effects
Good Example:
Michael Jackson featuring Janet Jackson - Scream is a good example of Special effects. The special effects in this video are very appealing to the audience as they make the audience curious as to what is happening in the video and uses the effects to its full extent. The effect being created by the special effects are that it keeps the audience engaged in the video, it also shows Michael Jackson and his sister Janet all throughout the video dancing. There is also loads of cuts so it it keeps the pace and uses numerous shots to emphasis the fact that it is a load and upbeat song about the tabloid press getting at him and never leaving him alone.
Bad Example:
Michael Jackson - Smooth criminal, this is a good example of bad special effects as it looks artificial when he turns into a giant robot and then into a spaceship, these are both very different and make the video exciting but it does not keep the audience intrigued in the video. It also does not look real so it would not be believable to an older audience who are more likely to watch the video, however there is a good amount of cuts but this does not help avoid the fact the the special effects look artificial that the audience may lose interest in the video.
Cutting to the beat
Good Example:
Demi Lovato - Give your heart a break is a good example of cutting to the beat. The video numerously cuts to the beat using different camera angles and movements, the video also has a narrative and it is clearly show in the video that keeps the audience intrigued to see what she is going to do after her having a fight with her boyfriend. The video tries to create the effect of sadness but love to show she really means the love she shows, the artist is also shown in a good way as she is showing she is a good person.
Bad Example
Gotye featuring Kimbra - Somebody That I Used To Know is a example of bad cutting to the beat. The video shows a man and women standing there naked and sing while his body is gradually painted, this is video does not match the lyrics at all and makes no sense. The beat only changes slightly at parts but it mostly stays the same yet the image does not change every beat like it should instead it only does randomly, whereas he could have done something more captivating by doing something more than just stand there.
Varied camera language
Good Example:
Tulisa - Young, this is a video that has good camera language as it has many different camera angles and movements, it also uses many close ups to keep the audience intrigued and engrossed in the music video. Tulisa has a fast paced song and the camera movements keep up with the song, the viewer is kept engrossed in the song as it makes them want to get up and dance, it also keeps the audience interacted in the song as they can relate to it.
Bad Example:
Duffy - Warwick Avenue is a good example of a bad varied camera language as it only really shows it in one shot of her sitting in the car with it of a close up of her face, so it does not really show you what the narrative of the song is, so the audience would get bored of it and not watch the whole video. The video does not use any other movements or locations which could be bad for the artist as the audience may not want to watch it, so the artist will be seen as boring.
Green screen
Good Example:
Michael Jackson - Black or White is about everyone is equal and that there is no difference between different cultures, so people should respect each other. The video uses green screen very well when showing him in different countries and the visuals clearly show the message he is trying to get across to the audience especially at the end when it changes to different peoples faces. The artist is shown in a good light as they are trying to get across a important message.
Bad Example:
Shakira - Whenever, Wherever is a video that uses green screen badly as you can clearly see around the edges of her that a green screen has been used as you should not be able to see it, the video also has horses that are running past her as she is dancing but you can tell that they are fake and not really there due to it looking very artificial. The impact on the viewer will be a bad one as the use of the green screen looks as though not a lot of thought went into the production of it and it was rushed.
Lip - syncing
Bad Example:
Cheryl Cole - Call my name is a good example of bad lip - syncing as when she performed this song on The Voice UK she danced as well as 'sang', however you could tell she was lip - syncing as when she was singing you should have been able to hear her heavy breathing but you could not. Also when she picked up on the song after parts of her not singing she was slightly off with the lyrics, even though she says she sings during her live performances. This would represent the artist badly as the audience expect her to sing but she does not which disappoints them.
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