Coursework- Dance Music Video

Music video with working website

Video director research

Yoni Lappin

• portfolio: http://yonilappin.com
• https://youtu.be/ZJM4AQSbZD
• urban
• focuses on youth
• London 
• uses vintage camera/ vintage effects with a grainy effect
• incorporates photos-different angles
• strict colour scheme
• use of neon lights and shadows

https://www.youtube.com/watch?v=Z9doCz9P6Pw - all one shot - no edits

https://www.pastemagazine.com/blogs/lists/2011/07/post-12.html

• warm colours
• filmed outdoors

Universal Music

• American global music corporation that is a subsidiary of the French media conglomerate Vivendi
• considered one of the "Big Three" record labels, along with Sony Music and Warner Music Group.
• co-developed Vevo, a site designed for music videos inspired by Hulu.com, which similarly allows free ad-supported streaming of videos and other music content.
• They identify and develop recording artists and songwriters, and they produce, distribute and promote the most critically acclaimed and commercially successful music to delight and entertain fans around the world.
• https://www.universalmusic.com/company/ 

Dance genre

• Modern popular dance music initially emerged from late 19th century's Western ballroom and social dance music.
• During the early 20th century, ballroom dancing gained popularity among the working class who attended public dance halls.
• Dance music became enormously popular during the 1920s.
• In the 1930s, called the Swing era, Swing music was the popular dance music in America.
• In the 1950s, rock and roll became the popular dance music.
• The late 1960s saw the rise of soul and R&B music.
• The rise of disco in the early 1970s led to dance music becoming popular with the public.
• By the late 1970s, electronic dance music was developing.
• This music, made using electronics, is a style of popular music commonly played in nightclubs, radio stations, shows and raves. Many subgenres of electronic dance music have evolved.

Dance artists that Universal own

• Avicii
• EDM, progressive house, electro house
• Rihanna
• R&B, pop, reggae, hip-hop, dance
• Lady Gaga
• pop, dance, electronic
• Nicki Minaj
• hip-hop, dance, pop, dance
• https://www.universalmusic.com

Chosen track with reasoning

• Boy from School - Hot Chip
• dance beat with slower lyrics
• themes of nostalgia, young love, growing apart
• released 27th June 2006 in the album The Warning
• genre- indietronica, alternative dance, neo soul
• label - EMI, Astralwerks
• moodpboard
https://www.pinterest.co.uk/rosehutton15/music-video-moodboard/

Hot Chip music videos:

https://www.youtube.com/watch?v=lfH5LmhvQQk

• bleak colours
• clear narrative
• cinematic

Dance genre music video conventions

• fast cut shots in time with beat
• fast shots add sense of realism that there would be in a club
• range of mid-shots of people dancing in time with beat
• set in lively atmospheres- clubs, parties, gatherings
• use of editing techniques contribute to accompanying the audio of the video which is designed to almost give the audience a sense of euphoria
• sometimes slow motion is used to contrast with fast shots