Evie brought this format to my attention, another to consider alongside the lyric video, unpacking video, live video, and additional narrative or concept videos (eg Pixies' 2 Bagboy bids, U2's 3 for One!)
Here's another format that could be great fun to adapt for evaluation Q's or earlier audience/genre conventions research: http://www.metalsucks.net/2018/07/02/reaction-video-alice-in-chains-so-far-under/
Rita Ora apologises after LGBT criticism of her song Girls
https://www.theguardian.com/music/2018/may/15/rita-ora-lgbt-criticism-of-song-girls?CMP=Share_AndroidApp_Blogger
The idea long predates the digital age: (I see 351studio, a specialist producer of lyric videos, also cite this!)
This is a topic I've blogged on previously, looking at Anthrax and Jane's Addiction examples. I quite likely haven't tagged additional posts that reference this phenomenon.
When creating your own simulacra of existing artists (typically but not always the case - Sunburnt in December being a fine example of a student group that professionally recorded their own band) you need to be closely examining how they, and the industry more generally, seeks to engage with audiences.
The lyric video is one such means. This emerged as and remains a popular form of UGC or fan-made video, but more recently many artists (or their record labels!) have been adding and heavily promoting their own lyric videos. The attraction is obvious - production costs are minimal; providing the lyrics can boost concert atmosphere; the official lyric video can help spark further UGC efforts, whilst pushing traffic to the official YT channel.
Here's a BMTH example, reflecting 1 of 2 common approaches: white text on a black background, though they have both animated the text (something you can do in FCPX using keyframing and/or Motion) and the band's logo (using 1 ore more still images as a backdrop - often the album cover - is the other common approach).
This simple video has been a useful revenue driver for the act/their label, with approaching 32m views as of Jan 2017:
Indeed, an interesting reflection on the nature of music video consumption in our converged age, the lyric video has x7 the views of the actual main promo vid!
The Wiki on the term focuses on music videos which put the lyrics on screen, a different concept to the overlaying of typed lyrics on (usually) still images, but notes that the lyric video often precedes the release of the main promo vid:
A lyric video is one in which the words to the song are the main element of the video. The music video for R.E.M.'s "Fall On Me" interspersed the song's lyrics with abstract film footage. In 1987, Prince released a video for his song "Sign o' the Times".
The video featured the song's words pulsing to the music presented
along with abstract geometric shapes; an effect created by Bill Konersman.[55][56] In 1990 George Michael
released "Praying For Time" as a lyric video. He had refused to make a
traditional music video, so his label released a simple clip that
displayed the song's lyrics on a black screen.[57] A lyric video may be released separately by a music label prior to the more usual video featuring the artist. Cee Lo Green, Lady Gaga, Katy Perry, Muse, Blur, Ellie Goulding and Avenged Sevenfold among many others, have released lyric videos.[58]
There are even companies who specialise in producing lyric videos, such as 351 Studios:
Today’s digital age changes the way we promote new releases. These days,
Lyric Video Production is part of the standard package when artists and
labels release a new song. Each day we can see hundreds of new lyric
videos on YouTube and other streaming services. There is big competition
out there! Lyric Video Production actually dates back to 1965, in Bob
Dylan’s release “Subterranean Homesick Blues” as an official music
video. But now it’s a different story. It’s a new industry standard.
There are also categories for best Lyric Videos in awards by multiple
music networks.
Are you looking for a lyric video maker?
351 Studio is the best, most professional lyric video company. We are
behind many major and independent artists and labels. With the best
creative minds in the team, we can offer you unique, trendy,
professional and industry-standard lyric videos for your songs,
incorporating your style as an artist, your vibe, any graphics you may
have, some video footage, and all animated with perfect dynamics to your
song.
What you can learn from this example - you should have a clear, consistent brand image and concept to promote - that consistency would extend across multiple platforms and even merchandise - most artists will change website banners, YouTube icon/banner (etc) to highlight their latest release or tour - artists increasingly create video content that can be shared (ideally go viral) ... even short promo clips for an album with self-filmed interview-style footage - artists also increasingly embrace and create content that was seen as typical of UGC/fan-made videos, notably the lyric video - you can present research into any coursework topic by creating content that takes on a recognised media format: magazine feature, radio or TV interview/chat show appearance, e-zine interview (more informal, including setting), podcast ... - the Anthrax Twitter's most recent update was on Record Store Day - formats like these are ideal to convey your grasp of industry topics like the role of vinyl; the issues around streaming and revenues; influences ... even technology ... - ... it could the album producer, songwriter, video director, video editor or cinematographer (especially to discuss technology used: hardware or software) sleeve art designer, record label executive, band management, fans, ... there are many options. Great website content, research evidence, Evaluation content...
The self-produced Anthrax new album promo is like an interview or TV feature
Pics to be added - a bang up to date example of the multi-formatting that forms part of the marketing for many album releases now.
Unlike many other examples, this isn't a reissue - indeed, the thrash godfathers have put up a video of interviews to trail the album release, with the YouTube description featuring US and UK links for different formats.
Look out for magazine ads for this - drop me a link if you see one.
As usual, convergence is evident here: someone posted a link in a FB group pointing to a metal news site that had their own video which in turn linked to the band/record label's trail video...all accessed, viewed, clicked, read and blogged on through my phone - albeit pictures, saved from phone, formatting and tagging will have to wait til I'm sat at a PC/Macbook!
THE ANTHRAX ALBUM PROMO
ANTHRAX DRUMMER INTERVIEWED FOR AN E-ZINE'S PODCAST SERIES, AND E-ZINE ARTICLE ON THIS!
This is a strange one, albeit from a band whose brand is centred on their difference to the mainstream, one who've had battles with both the censors and their own record label over album covers, and who haven't been afraid to play up gay or bisexual connotations despite having a rock/metal following.
I've never heard of 'lyric videos' before, but this Loudwire article uses the term to denote the curious vid for JA's latest.
Tracking over an underground map from The Warriors
The vid features the lyrics set out as an underground map (rendered through Flash by the looks of it; the 'paper' has accurate folds but looks artificial), with occasional crosscutting to a tracking shot in an underground rail tunnel, plus stills of the band's energetic and triumphant live performance, and ends with a straightforward print ad for the new album, making the commercial logic of music vids more explicit than usual. The camera (as least as rendered through software) tracks across the map, including back and forth to chorus lyrics.
Perhaps an influence here from The Warriors, Walter Hill's 1979 cult classic which has also become a hit PlayStation game [trailer; opening sequence - go to 4:10 in to see map tracking]?
Here's the JA vid:
The canny commercialism doesn't end there; the viral release of the vid is accompanied by a competition to win a guitar signed by all 4 band members.
