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Codes and Conventions

Codes and conventions of a pop/sophisticated dance music video: One of the most common conventions of music videos of this genre is fast paced editing, and camera shots lasting no more than about 5 seconds (unless it is a performance shot, in which case it could be a bit longer). When mixed with the bright/vibrant colours and flashing lights that are normally present throughout, a party/rave environment is created which naturally makes the audience want to dance too, therefore meeting one of the main aims of the artist. Although the editing will be quick, slow motion shots may be used as well, giving the audience the opportunity to properly see the emotions of the actors/artist. Another typical way of showing emotions in dance videos is zooming in on the artists facial expressions. On the other hand, long shots may be used to establish the setting as this may give more context into the narrative of the video. This is done at the end of my video '2U', to show the storms that...
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Practicing analysing videos

In order to prepare to analyse the video I use, i practiced by analysing and comparing two other videos; Titanium and Heaven. Compare and contrast the two videos. How do the representations promote the artist? How might different audiences read the two videos? Apart from the artist, who or what else is being represented, and why? From list A I chose to study ‘Heaven’ by Emeli Sande and from list B, ‘Titanium’ by David Guetta ft. Sia . Both lists follow their own theme of who is represented and how this is done, who the target audience is and how they might react to the videos, but ultimately there are links and similarities between the videos from each list. These two videos are mainly very different, in that one is a narrative and the other is performance (this is shown by edting techniques,and the fact that Titanium is shot in letterbox format whilst Heaven is the regular box format), and one features a young boy and the other primarily features an adult, black woman...
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Researching Universal Studios

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2U was produced by 'Def Jam Recordings', and distributed by Virgin EMI in the UK. This label mainly produces hip hop and urban music, and is owned by the Universal Music Group. Conglomerate- A large company made up of a number of smaller companies, which are called subsidiaries. This allows a media company to operate in a number of industries; television, film, radio, journalism etc and take control/domination of the market. Oligopoly-     When only a few separate firms own the majority of the market. In the music video industry, these firms are Universal, Warner Bros and Sony and they make up about 70% of the market. Universal Founded in September 1934, and bought other companies and grown since then. They made $7 billion in revenue in 2017. Universal is extremely diversified, in that they have artists signed to them of a whole range of genres. This has allowed them to grow bigger and dominate the music market. Their subsidiaries include Universal Studios, ECM, Def ...
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