Music Video Techniques.

Music videos tend to have a range of different techniques, some work in favor however some techniques don't do the video justice. The various techniques used are: 

• Cutting to the beat
• Green screening 
• Large number of cuts 
• Varied camera language 
• Special Effects 
• Lip-syncing

A music video which is a good example of when the music cuts to the beat would be Earthquake - Labrinth. The song itself has quite clear moments of where the beat changes and drops. The clips throughout match these moments making the video and the song mesh well together nicely. A good example of where the cutting to the beat of the video would be at 0:56 and 1:09 where the word 'earthquake' is said the base drops making the floor shake making the video itself entertaining bringing in the audiences attention. Labrinth uses a range of different visuals to also make the video interesting to the viewer, although he is performing to the camera it still feels as if he is performing in front of the audience. Another example of the video cutting to the beat in the music video would be right at the beginning between 0:03 and 0:06 in this time, the video jumps to various different shots as the beat changes, enabling the visuals match the rhythm of the song so they fit well together. This technique is done successfully throughout this music video as its quite clear for the viewer to see and hear where the base drops, making the video much more engaging.  

However a music video which is a bad example of cutting to the beat would be Jessie J - Who you are. Cutting to the beat is found to be difficult when it comes to a much slower song which is definitely the case with this song. Without the cuts to the beat, the video becomes lifeless and boring for a viewer to watch which isn't a good thing for artist Jessie J. There are some moments when she starts to pick up the beat such as 0:43. In moments like these we are usually expected for the shot to cut to another one however in this video is cuts and slowly pans and finally comes back to Jessie J sitting at the table facing towards the camera at 0:49. The video itself doesn't do much justice to the meaningful song the artist is trying to portray to her audience. By having more cuts which this video does not have helps the video have more camera movement, more cuts to the beat and a better understanding to the audience to gain interest from them. 

A music video with a great use of green screen would be Countdown - Beyonce. Beyonce uses a lot of green screen throughout her video to make the video itself more engaging and interesting to watch. Green screen is evident as there is a moment at 2:00 where there is more than one Beyonce on screen. This couldn't be done without green screen. The usage of green screen has been used effectively according to the up beat tempo of the song itself. The song is a fun party like song so Beyonce wanted her video to match this with vibrant colours of the background. The background change is done with the green screen at 2:56 This makes shooting the video less time consuming as all beyonce needs to do is do one shot for the director Adria Petty to change the background with the power of green screen. An example of this would be between 0:36 and 0:49. Beyonce had a lot of fun filming this music video with a variety of techniques, not only did she use green screen but she also used some special effects which were specially shown between 1:57 and 2:10. 

A bad example of green screen would be Fabius - Blaze Um. The video itself has been poorly done with such little effort put into using the green screen correctly. The effect that the video shows is terrible, especially at 0:32 as he looks as tall as the ceiling making the video look disorganized and rushed. The green screen image itself has no relevance to the lyrics of the song either making the video totally random and not making any sense to the audience an example of this misunderstanding would be at 1:00. You can tell that the video tried to be interesting but unfortunately backfired made the video look scruffy and not throughout. A downfall to the video would be that it can instantly lose the audiences attention as there is just a man standing in front of the moving background which not eye catching or memorable. The genre through the music video is represented well as the clothing he is wearing at 1:30 are loose with a snap back which connotes the Rap/RnB genre. The green screen used throughout the video looks rough and untidy which puts the audience off, making them not watch the video completely. However this could be changed if more effort and thought went into his video.

A video with a large number of cuts would be 'Charlie Brown - Coldplay'. The song itself has an upbeat tempo with a lively colourful video to go along with it. By having a video like this brings in and intrigues the audience into watching the full video. a specific moment where the cut of the song matches the right place at the right pace in the video would be at 1:28. The director of the video did a good job of bringing in the audience with the bright and flashy video which matches the song as well. From the audiences perspective, the more upbeat the song, the faster the video should be as if it was a slow paced video the audiences attention would be lost straight away. The video also has a constant narrative as well which keeps the audience watching, the narrative is a typical girl meeting a boy at 0:13. By having two different techniques in the video makes the video very successful which is great for the producer of the video and the artist themselves. 

A music video which displays a poor use of the number of cuts used would be "Who Dat - J Cole" . The director may not have wanted the video to have many cuts, but this did not work successfully as the video comes across as long and boring which isn't beneficial to the audience or the artist themselves. The video takes the audience through the journey of J Cole's life however the style of this video backfired as it was very long winded and boring to watch the whole thing. The video was literal in the sense that although J Cole is taking the audience through a journey he is taking them on a literal journey from 0:01 to the very end. The song however has quite an upbeat tempo so its only natural for us to see the video cut to the beat of the song, but in this video the footage slows the song down so visually it does not fit. The video holds a lot of paneling throughout the whole thing which becomes very repetitive to a viewer instantly making them get bored and want to see something new and different. If the video has matched the song and cut to the beat like it should be more people would want to see it.    

A music video with good special effects would be Rihanna - Rude boy. The video consists a lot of graphics which makes the video a whole lot more interesting with the vibrant colours to go along with it. The colours and graphics used suit well with the artist, especially how Rihanna is from the Caribbean the colours and lively effects fit well with her culture at 0:16 where rihanna is black and white but the background is loud and vibrant. This particular technique really brought Rihanna's video alive and engaging to the audience which is an advantage for the viewing rate for the artist on many music video outlets, such as YouTube. The lyrics of her song 'Rude Boy' are also written throughout the video in a graffiti at 1:54 when she says "boom boom boom" The impact of the special effects works successfully towards the audience as it goes along with the party song making which makes the audience want to re watch and re listen to the song again. 

A music video would bad special effects would be 'I Want It That Way - Backstreet Boys'. A reason to why the special effects were so poor would be because they had quite a low budget for the video making the effects used not the best they could be. The special effects used did not have any relevance to the song itself, they were completely random making the video completely random and lost. The video itself is located in an international airport and shows the scene transitions between the shots. They use a lot of dissolves from 0:15- 0:17 which makes the video look tacky. It also looks like the editor was lazy and could not think of anything else to show the transition. A high speed zoom effect which makes it appear that the foreground subject has not changed to a different shot even thought the background has changed. The artists are fading in and out from the international airport and outside on to a runway at 0:58. From this shot they are confronted with a group of fans with signs etc. This special effect is done poorly as it looks messy. The band members also begin to look transparent at 1:05  making it seem as if the video has not been produced correctly. As time has changed technology has evolved with bigger and better effects which is why the video looks so terrible. However at the time the video was something that looked amazing as they hadn't of seen anything better. With the poor use of effects the audience is uninterested and don't wish to continue watching the video which isn't ideal for the artist or the band. 

A music video with good camera language, ranging in various different camera shots such as low angle, high angle and mid shots etc is Beyonce - Love on top. By having this variety the music video is much more entertaining and better to watch from an audiences point of view. In the music video Beyonce is performing to the camera as if the camera is the audience at 0:34. The great thing about a music video with performance would be that the there is a range of angles for the viewer to see which isn't possible if you were to watch her in the concert for example there is a high establishing shot at 1:56 and a low angle shot at 2:01. The effect of this technique brings different dynamics and changes to the video making it more exciting to watch and see. Even though Beyonce is the main focus of the music video, the dancers behind are also put into the shot at 0:38 which shows the dance moves to interest the viewers too. This is a great way to show that the song is actually a dance song too making the audience want to get up and dance. 

A music video with a poor use of camera angles would be Tennis Court by Lorde's. Throughout the music video Lorde is in front of a plan background with a single mid shot just on her from 0:03 - 3:20. Her costume if all black with pale looking make up to resemble a clown. Throughout the entire video she is just staring into the camera as if she is looking at her audience, occasionally lip syncing some words. The whole video has no cuts or any other camera language for that matter, making the music video very simplistic and boring for a viewer. The awkwardness of Lorde just staring into the camera could make the audience feel uncomfortable. The mood of the song reflects the video well as it is depressing and dark. Even though its good how the video meshes well with the song, it still makes the audience not want to see her videos again. By having one bad video could potentially ruin the expectations of any other future releases of other videos from the artist. 

To make a music video as good as it should be, the most vital thing to make it the best it can be should be the lip syncing. Without lip syncing the video is a total fail which leaves the audience thinking the video is not serious. A music video with good lip syncing would be JLS - Take A Change On Me'. The lip syncing throughout the video is very consistent and makes it seem as if the band is actually singing live. The facial expressions throughout the video are done really well, which makes the song much more believable.  An example of this would be at 3:26 with Ortise having a strong facial expression of his face really connoting his emotion. By having movement in the body and the face make the video flow nicely. By having this technique in the video makes the video look much more natural. This also enables the band to work on dance moves more as they have already covered the lip syncing aspect of the song. 

A music video with bad lip syncing throughout would be, Summertime - David Days. The lip syncing in this video is terrible, he is either too late, too early or completely misses out words when the lyrics come in the song. At 0:35, it is clear that he is out of time to the music, you can tell that he is repeating the same shots over and over again. This makes the video look very amateur as if the video is a home video. The man in the video rarely makes any movement in the video which could show that he himself is uncomfortable. With the poor lip syncing at 0:08 and 0:48 the video is not taken seriously by the viewers which limit how much its been viewed as it is so painful to watch him stand in front of the camera and not lip sync correctly.  

Styles and Conventions of a Music Video.

Conventions of a music video are based on the different techniques used to create and construct a stereotypical music video. With conventions the audience becomes familiar with the genre as certain conventions are used to recognize the different genres of the music played. For example at 1:07 there is a shot of people gambling money holding alcohol bottles in hand, this shows the hip hop genre throughout this music video. It provides a structure for the audience to understand along with the assurance of the lyrics fitting in with the music video, of how we would expect it to be. An example of a hip hop music video with the expected conventions of dancing, women, money and alcohol would be Biggie Smalls - Big poppa.

Performance in a music video. 

A performance music video mainly consists of an artist singing  with a routine at the camera as if the camera is the audience, this creates a feel that you are watching a live show or a gig. It also makes it seem as if the audience is part of the crowd. By creating this atmosphere for an audience member, puts a great impact for them wanting to actually go to the concert of the artist and see them live. A good example of performance in a music video would be Beyonce - Love on top. The video itself is engaging and exciting with the long dance routines at 1:40 and costume changes from 1:42 when she is wearing a leotard and to 1:44 were she is wearing a gold suit, to bring in the audience. By having this style of a music video makes fans want to watch her which means she has more of an income from sell outs from her tour dates, and album buying's. The video itself ends as if Beyonce is in a rehearsal with her back up dancers, this sends out a message to her fans saying if her music video is this good, you should come to a live performance. By doing a performance in front of a camera also gives a range of camera angles which is different from a performance in a concert when you only get one view from where you are standing. One camera angle shown in the music video would be at 2:00 which is a high angle which really shows the establishing shot of the performers and beyonce herself. Another shot but this time with a low angle is at 2:08. This really makes Beyonce look like a powerful figure as she looks much bigger from a low angle.If i were take any techniques from this style, i would take the amount of camera angles that are shot throughout the 3 minute 17 second video to give more of a variety for a viewer to witness. The high angle shot at shot that is used at 0:11 is used really well as you are able to see both the dancers and Beyonce herself. This is a great technique to use as it gives the full image of the dancers in the background, i would try to interpret this particular shot and technique somewhere in my music video to fit in as many visuals as possible without it looking messy. 

Narrative.
A narrative is usually a story line to match with the lyrics of the song which can portray a range of different emotions and opinions throughout the music video. It can also send a message or open the eyes of viewers. Which is a good way to keep the audience involved and engaged throughout the whole music video, this also gets the song heard. An example of a music video with a strong narrative would be Kelly Rowland - Stole. The song itself highlights three different stories throughout. The three stories displayed throughout the video are, Mary, a beautiful popular girl who gets pregnant and ruins her chances of fame, which is said in the chorus at 0:55 "Mary's got the same size hands as Marilyn Monroe she puts her fingers in the imprints at Mann's Chinese Theater Show". A boy that gets badly bullied at school for being a "geek" and eventually kills himself which is shown at 1:05 which really connects to the audience, he kills himself due to other problems in his life which is said in one of the verses in the song, "They're crying to the camera said he never fitted in, he wasn't welcome. Finally a boy who was really talented at basketball which is said in the lyrics "had a try-out with the sixers" but jealous classmates had shot and taken his life away at 2:40.The purpose of a narrative is to portray a lesson, or a powerful meaning to spread to the audience. The video itself draws the audience in as they continue to watch the rest of the video because they want to know what the ending of the video is. The video brings a response from the audience and raises awareness of the reoccurring problems that happen in today's society. The tears shed in this video at 1:24 can really connect to the viewers at home as they could have possibly been involved with something as traumatic as this.  A great thing about this video is that it was released in the year 2002, as it still raises eyebrows of the viewers today. A narrative would be a really good style to put into my music video as it is a great way to engage an audience which is vital to an artist. The narrative i would use would be something that is close to my age range, this is because when showing my music video i would want the people who see it to maybe feel connected to the video. 

Animation 
Animation in music videos are either done with stop motion or they are digitally animated. By using animation the music video itself comes across as different and unique with different styles of animation. The use of animation keeps the audience engaged and into the music video. A really good example of a video that has used animation successfully would be Kanye West - Good Life. Throughout the video the words said in the lyrics are often put on the screen in funky literal ways which amuse the audience keeping them on their toes and intrigued. An example of this is shown straight away in the video at Kanye himself spells out "The Good Life" at 0:01. The animation used throughout the video is very cartoon like and exciting, with the lyrics on the screen, the music video is also like a lyric video as the words appear at 0:33 which makes the audience want to sing along to the easy and fun lyrics. The music video is very literal, an example of this would be when Kanye says "Now throw your hands up in the sky" as soon as he says this, there is an animation of people putting their hands up at 0:28. Even though the video may have been very time consuming using other aspects such as green screen, it definitely had been pulled of well with an outcome of a successful music video. By having such a good music video with animation, Kanye has set the bar for this career when it comes to music videos which means he has set himself a good reputation when it comes to releasing new music videos. Although animation is a good style to have as it can be creative as you want it to be, it is very time consuming, because of this flaw i wouldn't be able to add in any animation as the ethos for my music video will have to be shot and edited within 24 hours. This is a shame as i would of loved to add in some kind of animation to put my skills to the test to make the video the best it can be.  

Intertextuality as Pastiche 
Intertextuality as pastiche in music videos is where one media text refers to another one. Loads of artists has used this specific style in their music videos to keep reference to significant events, people or photos. By refering to other bits of media in their music videos make their own videos well known and popular, as the audience would want to see the artists take on the reference they are making. A good example of this style would be Material Girls - Madonna. In this specific music video Madonna makes an obvious reference to the iconic Marilyn Monroe in 'Diamonds are forever' from the way she is dressed at 0:49. The whole location and setting of the background also represents the idea of Marilyn Monroe. In the original footage Marilyn is wearing a pink dress along with Madonna wearing a similar dress in her own music video. Also there are men in suits around each woman holding love hearts at 1:03. Because Marilyn Monroe was so big through the 50s and 60s the audience straight away know that Madonna is using her video as her muse. Intertextuality also adds the humor side to the music video even if the artist themselves aren't actually mocking the video intentionally. 

 

Intertextuality as a Parody. 

Intertextulaity as parody in music videos is when another artist or someone decides to take the original video and make their own much more funny version. By making the original a parody, there is extra humor added from the changing to the lyrics or completely adding new lyrics to mock the original artist. An example of a parody that has gone viral with currently 12, 814,642 views would be Miley Cyrus - Wrecking ball. The lyrics have been completely changed to gain the funny aspect to the music video. An example of this would be at 0:08 where he says "Remember when I was a 10, and did not look like a guy". In the original version Miley actually says We clawed, we chained our hearts in vain"  He completely takes the simplest things Miley does and over exaggerate them to make the song and video much more funnier. The shots used throughout the parody are very similar to the original for example we see in the beginning of the original video a close up of Miley's face at and in the parody we see a close up of the man pretending to be miley, singing into the camera like she was at 0:01. The parody has completely copied Mileys Image in the original even though the person who is pretending to be Miley is male, he is still wearing the red lipstick, fake eyelashes as shown throughout the whole video. This makes the video funny too because he is a man pretending to be a woman. Parody's get a lot of media attention as it is engaging to watching rather than watching the boring video. The purpose of a parody video would be to entertain and humor the audience which is done successfully in this video. Even the video can only be aired on YouTube mainly, it still did very well with over 11 million views. Although parody is very successful with grabbing the audiences attention it is very hard to pull it off at the same sucess which is why i wouldn't personally want to do a parody music video. 

Parody.

Original.

Interpretative In Music Videos. 

The whole point of a interpretative music video is when the music video takes what is said in the lyrics and is put directly into a story. This can be done through a narrative, animation or special effects. Many artists choose not to use this style as it may be very simplistic and basic. Rebecca Black - Friday is a good example of an artist using this style in her music video. At 0:29 says the words "Got to get down to the bus stop", when she says this straight away there is a literal sign that says bus stop on it. Another literal line she says in the song would be at 0:15 where this is an alarm clock saying 7:00am, as soon as we see this Rebecca says "7 am waking up in the morning"The music video is targeted at a much younger generations as the lyrics relate to the life of a teenager. The lyrics connect with thus age range as Friday is the best day of the week for them as they get to come home for the weekend. The song itself is really catchy and gets caught on much quickly than other songs because of the lyrics and the upbeat tempo of the song. By having the song repeated, Rebecca Black became well known and even appeared in the Katy Perry song TGIF (Thank god its Friday) 

Impressionist in Music Videos

Impressionist music videos means imagery that matches the pace of the song but not necessarily the lyrics. An example of this concept Kanye West ft Rihanna and Kid Cudi - All of the Lights. This video style uses elements of surrealism or animation at 1:09 which is then  meshed into one to make the music video much more edgy and interesting. The elements involved in the music video match the atmosphere of the song, however some clips do not. In the beginning of the music video there is a little girl at 0:23  seen walking alone outside the building into the streets. The black and white effect makes the shot look miserable and dark bringing the mood down along with the acoustic version of the song being played from 0:00 to 1:08. This scene has no relevance whatsoever to the lyrics because its about what Kanye has been through in a metaphorical way. The lyrics "cop lights" and "Strobe Lights" present the police and the good side to the lights such as cameras flashing from the paparazzi. Even though the beginning has violins setting quite a downer on the mood too the music video fools the audience into thinking its going to be about this little girl. This straight away brings the attention of the audience to wonder why Kanye had done this in this music video. It leaves a sense of mystery behind it making the viewer watch it more. The whole video is vibrant and very flashing which represent the concept of the song "All of the Lights" 

Surrealism/ Abstract Music videos

Music videos with surreal or abstract footage often hold an element of surprise as all sorts of different and strange things can happen. The visuals and the lyrics are usually not matched, which makes the video seem out of place leaving a sense of mystery. A good example of this style would be Portugal The Man - So American. The video itself is very strange with lyrics that don't even match what we see. The video begins with a man dressed in all white sitting in a chair at 0:13 which shows that he is quite powerful, however he is also disabled as he is missing an eye. The next shot is of children digging and then suddenly men appear with guns, which could possibly represent child labor at 0:58. Closer to the end of the video the men evaporate and then in the guy in the white chair from the beginning of the video has somehow transported to the real world and end with a half naked man going into a pool of milk which the children made at 3:27. Overall this video is very peculiar as raises a lot of eyebrows with thoughts of confusion running through the minds of the viewer. The lyrics that are repeated throughout the song is "There is madness in all of us" this could show the mental side humans could possible have even if they are not aware of it. The artist is trying to send this message to the audience by repeating it over and over so it sticks in the audiences head. Surreal music videos raise a lot of awareness and attentions to the audience as it definitely keeps them watching to see what happens in bizarre and strange videos. The artist gets much more recognition though videos like this and the institution would love to continue videos like that simply because of the publicity the artist gets. 

The beginning of the video, the man without the eye. 

The Purpose of Music Videos.

Music videos have different purposes. They are originally used to promote the sales of their music, they are also a great way to engage and entertain artists fans. Some videos can carry story lines and visual narratives which work accordingly to the lyrics. The 5 purposes that all music videos contain are: 

• To create synergy with other media sectors
• To promote a new music video release
• To create visual representsation of an artist. 
• To extend the play-ability of and provide additional income from a song
• To be art in their own right

Synergy is where two different media industries combine together and help each other promote one another. An example of this music video purpose would be with the music industry and the film industry. Synergy enhances both industries well, an example were it really increased the industry  really well, would be with Adele - Skyfall. Adele's song was the main feature in the James Bond film, Skyfall. This really helped Adele get more recognition and made her more well known all over the world, especially how some people may not have known Adele before the film was released, this synergy also increased Adele's popularity and fan base. The synergy also helps the artists albums sell rate increase as her song is featured in a very popular film, which then goes towards her record label. The music video itself are short clips of the film Skyfall which makes it seem like a trailer rather than a music video. This advertises the film more as the music video would be played on the majority of music channels, this brings more of an awareness to the film making more people want to go watch it.

One purpose for a music video would be to promote new music releases, singles and albums. Many social networking sites such as Facebook and YouTube are two of many ways which help the artist promote there newest album and singles. Another way which helps the promotion of an artist single would be to make it go viral all over the world, bringing a wider audience for the artist, bringing out different genres of music across the globe. It is important for the artist to create something memorable, interesting and creative. An example of a music video which went viral all over the world with 1,810,666,889 views would be Psy - Gangnam style. Psy was a new comer into the industry with the K-Pop style of music, so he had needed something to get him out there which is what his video definitely did, especially how it was very different and interesting. From YouTube, Psy's video had successfully hit over a billion views. K-pop is not a well known genre world wide however, Psy had really brought the genre out with a strange but funny video. People wanted to share the video with the iconic dance that went with it too, the dance would be done every time the song would be played at parties and other events which really brought attention to the music video and the song. People would pass the video around so they can learn the dance too, which made the music video be passed around on different social networking sites. 

Music videos also create a visual representation of the artist. Not only do artists express and represent themselves through their lyrics but they also used music videos to create an impression of themselves to their audience. From visual representation, artists are able to express themselves and shed light on their personalities through a music video. Artists also have a chance to reinvent themselves from what they used to be through a music video, an example of a well known artist that has completely changed her image through the music industry would be Rihanna. When starting out in the music industry Rihanna was a innocent young woman, but as the years went by she completely changed her image from cutting her hair shorter making her look more edgy. This drastic change brought out her third album in 2007 Good Girl Gone Bad. By changing her appearance she has also changed the way her music reflects because of the way she looks. Rihanna often gets judged quite frequently because of her change, this shows that music videos such as "Rude Boy" can have a massive effect on her audience's opinion of her. However not all of Rihanna's videos display her as a sexual object like her music video "Rude Boy" does for example "Diamonds".Another example of an artist which used their music video to represent themselves would be Biggie Smalls. Biggie Smalls song Juicy, often talks about the poverty in Brooklyn were he was born and raised. The video itself is based in Brooklyn which shows that the video is close to him and is definitely meaningful. The lyrics in the song relate to his aspirations, when being younger, of being a rap artist trying to battle through drugs and crime. The video itself starts of with Biggie smalls in the rundown neighborhood with the camera at a high angle, making him look small which is probably how he felt when he wasn't privileged. The video goes on to Biggie Smalls having quite a lavish lifestyle with clips of him in a mansion which was due to his breakthrough into the music industry. Biggie smalls wanted to send a message through his video by giving people a chance to reach out for their dreams and goals like he did. Social networks weren't as big back then in the 90's as they are now, which meant that people had to see the video through music channels and radios. Although through a radio you are not able to see the music video, the lyrics were still inspiring to people which is why Biggie Smalls was thought to be quite iconic in his time. 

An example of the camera at a high angle, showing his low status in community during the 90s

Another purpose of a music video would be extended playability. This where a particular song is played for a long period of time on websites such as YouTube or music channels. Extended playability helps the artist gain a bigger audience by staying in the public eye as their music video is constantly being played for a long period of time. The music channel that plays the music video would usually get paid for airing the song, which means that the money will also go towards the artists record label. A good example of extended playability would be Bruno Mars - The lazy song. This song was played repetitively for about 2 months. The reason for this song to be so over played could be because Bruno Mars at the time was new artist with two previous singles that had turned out to be great hits. The two videos to go with those two singles had been quite meaningful love songs with well thought out videos to match with them. Whereas the music video to The Lazy Song introduced more of a fun creative side to Bruno Mars. The video begins with five men wearing gorilla masks which straight away engages the audiences attention, making the video much more memorable in comparison to his other videos such as "Grenade". Bruno Mars was an upcoming artist, so he needed as much promotion from his music video to make him well known which is  why the video was so over played over time. The song also carries a catchy melody making the song memorable as well. When the video had been released on YouTube, the layout of the website had changed too a background of his album, Doo-Wops & Hooligans, along with details of release dates. At the end of the music video, at 3:22 we see the album being advertised through the sunglasses Mars was wearing, this technique promotes the artists album as well .   

Art is taken into consideration from most artists for their music videos. It is a great way for artists to portray themselves by having control on what they want to show to their audience. Some artists use art to make their videos as memorable as possible to gain as many views to promote themselves and their music. If an artist of independent or mainstream, the record company could have control over what the artist shows in their video which takes away the artists right to express their opinions., some artists have too rely on directors to help them with the creativity on their music video an example of a director would be Spike Jonez. Lady Gaga is an example of an artist that really plays with her imagination and creativity  Lady Gaga is best known for her elaborate clothing and weird videos. An example of a video in which she shows her flamboyant personality would be "Bad Romance". Throughout Bad Romance Gaga changes her costume especially between 3:09 and 5:01, we see a series of different shots of her with different clothing and possible story lines she wants to show. In her video, there are many short clips which possibly show various different sides to her. By having these weird but wonderful clips throughout her videos can be risky as not many people could watch the video in the way Gaga is trying to show them. They either love the video or completely loathe it. Lady Gaga's choice to be different gets the viewers talking about her a lot, which is a great promotion strategy for herself. Gaga is consistent when releasing her music videos, as every time she does they tend to be very interesting which is why she gets so many views on YouTube. 

These are just three out of many costume changes Lady Gaga goes through throughout her Bad Romance video.