BLOG ASSIGNMENT #3:

Statement #2: Music videos are creative and engaging media texts capable of being just as strong artistically as the songs they are accompanying.

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Before stating the obvious (that every top song must have a music-video), it is important to recognize the art required in creating a music-video. The most dominant categories of music-videos in today's society that I have gathered are:
1. Those that are standard modern-day rap, hip-hop ect.
2.Teenage-targeted
3. Independent-alternative

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Before we jump to conclusions here, I want to say that the three I have selected are most definitely not the only three categories out there, but those which I feel contrast each other most drastically. So for comparison purposes, please accept the categories I have put forth.

1. ALRIGHT, so the first category of music-videos is the one targeted for the late-teen, early 20s audience generally speaking. It usually involves rap, hip hop, R&B, and that sort of music. It is the one I consider least creative, although there are definitely some exceptions  Let's look at the typical rap video: 2 Chainz - I Luv Dem Strippers (Viewer Discretion Advised, as you may be scarred after viewing the video)

              Okay so this one is "what you see is what you get", meaning that the title of the song describes the music video pretty accurately. It involves semi-naked females, and rap-guys with bling, money and in possession of those semi-naked girls. The scenes repeat themselves, with little to no storyline. The originality in this video is a solid 1/10 for me, although I'll give it a 2, just for mercy. This video highlights one side of rap, but it is important to highlight the creativity that is seen in some more original rap videos, as it is important not to stereotype just one type of music-video.


           Let's look at Macklemore & Ryan Lewis ft. Mary Lambert. This video is the complete opposite to the 2 Chains/Nikki Manaj. It is under the category of hip-hop still, yet the message in the song is so different - It explores the struggles of same-sex love, and Macklemore's childhood. All the points brought up in the song and in the video are relevant and applicable to real-life, and no matter what kind of person you are, it is guaranteed that you can find something that relates to you in some way in the song. The song itself is strong, and the video is most definitely just as strong, and could even stand alone. There is a storyline hidden in it, and if you are in-tune enough, you may be so privileged to pick-up on it. In addition, at the end of the video, it encourages the viewer to "Support Marriage Equality", which is something I personally strongly believe in.

 Same Love - Macklemore &Ryan Lewis ft. Mary Lambert ^

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2. Teen-targeted music videos T Swift/Ed Sheeran

            Usually in teen-targeted there is some substance can can be drawn from them, and others not so much. Look at Taylor Swift's White Horse. The video tells the story of her prince charming letting her down, and her heart breaking. Tween audiences can relate to the video, as they follow the story of Taylor finding out that her boyfriend is cheating on her, and her being ultimately devastated  Nothing terribly original about the video, yet it does compliment the song well, and I give credit to Taylor and her crew for creating it.

 White Horse - Taylor Swift ^

           As a contrast in substance of video, David Guetta ft Sia's "She Wolf" is extremely creative. Listen to the song alone and it sounds like any pop song, maybe one that has some originality. But when the visuals are added, the richness of the song is increased a huge amount. The video shows a wild wolf on her quest to escape Inuit hunters. Not only does the video include a captivating yet simple storyline  but it also uses today's advanced animation technology to enhance the video. As a popular song, it is challenging to find a happy medium of a video, as there are millions of viewers who will be judging it. But I think that they have effectively created a captivating video for  the majority of audiences, but also created something original, unseen by the pop industry.



She Wolf - David Guetta ft Sia

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 3. Independent/alternative music videos

            OK so here is where is become challenging to contrast a less-original video to a completely creative one. In my opinion, every single alternative video is unique, due to the type of music they represent. That being said, here is where it also gets interesting - studying some indie bands that have become mainstream, their producers sometimes completely change the band's vibes, in order to appeal to a larger audience, thus becoming more successful in a short time. At the same time, people love to see different. That is the reason why songs never last a terribly long time in the top billboard. Of Monsters And Men's Little Talks, the video is original, using modern animation for the whole of the video. It is new and unseen, therefor it attracts audiences. The same concept is seen in social media - everyone wants to be the first one to announce news, just as everyone wants to be the first one to share a new and original music video.

Little Talks - Of Monsters And Men

          Last but not least, let's examine OK GO's needing/getting music video. This is definitely a song that would NOT be complete without it's video. In the video, we see how all the sounds are made and put together. To think about it is mind-blowing. The planning and effort that was put into the video is absolutely incredible, even to think of how many takes they would have had to do to get their perfect one. Hands down, the song Needing/Getting would not be half as fascinating without the video to go along with it, which enhances the whole experience of the song. Then again, OK Go has a reputation for having mind-blowing music videos, so it is only fair that more than one are featured in my blog:OK Go - Needing/Getting

OK Go - End Love

OK Go - White Knuckles

*Note: There is too much brilliance about all of the OK Go music videos for this blog to contain. Therefor is it best to appreciate them yourself.* 

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                    Through examining music videos of today, the three categories in particular, we see that music videos are an art form of their own, which add to the song is some cases, or just complete it. For some videos, they are able to stand alone with an intriguing story-line. Or for others it is best kept with the song, as it completes it, but in it's own art form. In the direction that technology is bringing us, the forces work against each other: more and more videos come out, so ideas are being used. Yet music-video makers still manage to successfully come up with mind-blowing original creations. We can definitely expect an abundance of new-idea music videos in the future, as they begin to develop more and more as their own strong free-standing art form, less reliant on the music itself. There are music-videos all around - you've just got to be keen enough to find the brilliant ones.