Media Examples
Split Screen Technique
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Who directed the film, for whom and when? Alex Courtès' film directed Cassius"Go Up" in 2017, featuring Pharrell Willam and Cat Power. The music video is unique and unusual and was nominated for the UK MVA.
What is the concept? Alex Courtès used a split-screen technique to create the music video. The scenes in the music video make one whole image, but both images are different. He uses the split-screen technique to create ironic visual juxtapositions.
How was the concept achieved?Alex Courtès achieved this split-screen technique using stock footage that was edited by Zoé Sassier and grading that was graded by Vincent Heine.
Synchronisation and repetition
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Who directed the film, for whom and when? Michel Gondry directed the music video "Around the World" for Daft Punk in 1997, and it was choreographed by Blanca Li.
What is the concept? The concept in the music video is synchronisation and repetition. The music video has 5 different groups with 4 people in each group. Each person in the group is wearing the same clothes, but they are different to the other groups. The clothes look like costumes that seem childish and random. The groups of 4 are all repeating different dance moves around a circular stage none nonstop.
How was the concept achieved? The concept of the music video was achieved by having good choreography that fit the vibe of the music video and good costuming. The design of the stage and interior also helped achieve the concept by making it look weird and bizarre. The lights at the back of the stage change colours, enhancing the weirdness in the music video and the circular stage makes the video feel repetitive and ongoing with no stop.
Moving Floor illusion
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Who directed the film, for who and when? English film-maker Jonathan Glazer directed the music video "Virtual Insanity" for the band Jamiroquai on August 12th 1996. Jonathan Glazer was specifically chosen to direct the music video due to his work on Radiohead's music video "Street Spirit (Fade Out)". He directed "Virtual Insanity" at an Academy Film studio in London.
What is the concept? The concept for the Jamiroquai music video is a moving floor illusion. The set is designed with a stationary camera, making an illusion that the floor and furniture are shifting and moving around lead singer Jay Kay as he dances, however, the floor is never moving.
How was the concept achieved? Jonathan Glazer stated that they put the whole set on wheels and attached the camera to one wall. He said that the furniture also had wheels on it, and they had guys moving the set and furniture that happened outside the frame.
Bolt Cam
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Who directed the film, for whom and when? Grant Taylor Singer, an American filmmaker and music video director, directed the music video "No idea" for rapper Don Toliver on May 29th 2019.
What is the concept? The concept of the music video is a Bolt cam technique. Rapper Don Toliver described the theme of the music video as going down a memory lane, and it fast forwards to the present when the music video was made. He stated that as you listen to the song, you start to realise that he's ranting on about what's happening in his life at that moment.
How was the concept achieved? The music video was achieved by using a rotating camera rig and post-production effects to create a swirling, dreamlike motion. The continuous spinning shots, combined with neon lighting and slow-motion effects, enhance the trippy intoxicated atmosphere, matching the lyrics of the song.
Sophisticated and artistic concept (more centred on the tutted dance moves)
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Who directed the film, for whom and when? The music video for Kpop singers Irene and Seulgi was directed by a South Korean production called Rigend Film, which is known for their striking music videos. The music video was directed in the summer of 2020 and released on July 20th 2020.
What is the concept? The concept of the music video is a sleek and artistic concept, focusing on the tutted dance moves that were choreographed by South Korean choreographer Spella. The music video uses mirrors, shadows and a monochrome style to create a mysterious and elegant feel to it, showcasing duality and control in the music video.
How was the concept achieved? The music video was achieved by having precise tutting choreography, sleek cinematography and abstract camerawork. The music video has mirroring effects, shadow play and uses close-up shots to showcase the complex hand movements.