Cutting to the beat Cutting to the beat is when the onscreen visuals cut or transition on significant beats or sounds of the soundtrack during the video. It is used as it engages the video’s audience by keeping a variety of shots, and can also be used to draw a large amount of attention to the video, especially if a large amount of shot changes are used in a short time. An example of this is LMFAO’s “Sexy and I know it”. During the introductory section of the song, the video cuts through to different shots over the “Aaahs” Another example is The White Stripes’ “Hardest Button To Button”, where the video literally changes shot every single beat. The angle of the shot, however, stays the same throughout large groups of cuts, building a continuous yet somewhat surreal feeling to the music video. Visual Effects Visual effects are a great way of making additions to a promotional music video, but only if they are carried out properly, otherwise they can often repel people from the video as oppose to attracting them to it. With more recent developments in graphic technology, it has become far easier and more accessible for people to use visual effects throughout their own videos. A lot of graphic designers and animators see music videos as a way to test new ideas that they couldn’t in higher budget productions such as TV and film. This freedom of creativity allows designers to create new methods and techniques that potentially haven’t even been thought of by larger budget production companies yet. An example of this is the Hype Williams music video, Busta Rhymes & Janet Jackson's "What's It Gonna Be", which begins with a glass falling off of a table, the water inside of which then jumps back onto the table and transforms into the artist. This effect was created through CGI. Lip Syncing Lip-syncing is when an artist moves their mouth at the same time as the words on the pre-recorded track without actually singing them. This gives the impression of a live performance even were there isn’t one. This is used in music videos as it makes the recording process easier, and means that the singer doesn’t have to move constantly and sing, as this could cause a drop in quality of the performance. This is commonly used in modern musical film as well as promotional music videos. An example of this is Michael Jackson’s “Billy Jean”. Multi Image Multi image is when 2 or more videos or images are edited over one another. This builds additional complexity to the onscreen visuals and can be used for surreal effect. An example of a music video which uses this effect is Pink's "Stupid Girls" in which there is 2 characters, one of a demon and one of an angel, to represent a little girl's good and evil sides, super-imposed over the original film. Chroma Key
A Chroma Key effect is the removal of a certain background colour into transparency, this is especially useful for special effects or creating a scene that would otherwise be far too dangerous or difficult to record. A Chroma Key effect is usually used together with a solid colour, well lit background, such as a green screen. An example of an early music video which used a chroma key effect is Technotronic's "Pump up the jam", in which the entire video was shot in front of a green screen, which was removed in post and replaced with brightly coloured imagery and typography.
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