Avalanches is a group that I’ve never heard or seen before. In my opinion, their proposal in the video clip is very creative and innovative. I consider that they are a group of professional musicians and composers with the ability to show that their music is universal. They are using their age as a key differentiator but at the same time the lyric of the song, the tone and the performance, are linked in between. What happens in the video is a mix between performance-based,narrative and stage acting. The initial set up is pretty simple in the way that all the singers and musicians are dressed accordingly to a past age. In the beginning, everything is based in a narrated event about a boy who has “serious” problems in the school. In the initial scene, a directional light focused in the dialog of the professor and the mother, leads to the irreverence of the song. Everything is a sort of critique to the school system in which they are always looking for psychological diagnostics and behaviors of the students. At the same time it makes fun with literal actions related with the concept of psychiatric therapy and mental disorders.
The editing of the video is mostly in cuts guided by the voice of every singer who enters into the scene with a specific role, and everything is a complete harmony of incoherent events guided by the music. There are not transitions other than stage light, camera movement and precise cuts using the beats of the song.
From the first second, the video starts with applause such as it is in a fancy performance. Stage curtains start opening while the title of the band and the name of the theme shows up. The Title fades out just one second before the drum plates announces the entrance of the main characters of the story, by turning on a directional light exactly in the second 13th of the song. This is a major visual event, combined with a beat of the song. Right in the following beat, there starts the dialog in which a parallel sound of a horse neighing, competes with the voice of the professor who complains about “Dexter’s illness.” During the next twelve seconds the professor defines the problem of Dexter and explains to his mom that will be expelled from the school. exactly in the second 30th, the drum marks again the beat and the main concept of the song is exposed. That boy needs Therapy!
Surfing on the web I find a lot of videos that I want to see. I am one of those persons who was always watching MTV and I really believe that music and images have a lot of power. I’ve been always fan of videos that tell stories or videos that are linked to a strong concept. Personally, I’ve felt that performing videos become more interesting when the artists are shown in different scenarios representing visually anything about the lyrics of their songs . Even though this video is not about the artist but straight focused in the WWF foundation, I found it very strong because it is all made with good quality and meaningful photographs. Every photograph tells a story but at the same time, it’s related to each other. Second, the editing and effects are really well applied and just in subtle manner. Sometimes we find a lot of effects that catch all the attention of the videos. They are not even part of the narrative neither reinforce the narrative. In this video, I consider that the emotion transmitted by the images is reinforced and complemented with the music. The photographs keep the strongest content but the used media boost the message.
OZ The Great and Powerful is one of those movies that inspires my imagination. The story is very well developed and the color plays a fundamental role in the whole movie. Even though, there are several movies with good title sequences and good content, this is one of those that I want to see several times. The title sequence sets the mood immediately with mystery and magic appearance. Literally, it introduces the viewer into the the movie as it is in an old fashion theater.
The editing process is very fluid and connected with a strong concept of magic tricks. Everything is animated in an spiral as hypnotizing and inviting the viewer to be focused. The development of the title sequence is strongly attached to the concept of the movie and it makes it unique.
Since the color plays an important role in the meaning and development of the story, the title sequence is made in black and white. The lighting in the black and white is meaningful and focuses the viewer in the magician life and epoch of the movie. It suddenly changes to color and the mood of everything changes again. Oz The Great and Powerful has a lot of inspiration for any person who works with visual arts and digital effects.
According to the article “Art, Entertainment, Entropy” from the book Expanded Cinema, written by Gene Youngblood, The information in the communication process is in the middle of two universes in which there’s a part who receives the message, and the other who emits the message. During that process, commercial entertainment has conditioned the mind of people according to their need and expectation. Therefore, there’s an expected reaction based in the stimulus created with an specific goal related with the behavior of the receptor. According to the author, during this process, there’s not “feedback,” instead there’s “entropy,” which is the chaos of the information, that does not allow the receptor to interact freely with their mind. The process of repetitive information restricts the positive reaction and creates limits in people’s creativity.
From another point of view, the author refers to Krashnamurti, to explain that memory is always conditioned because it only exists from some experience of life. In this case, commercial entertainment always uses audience identification to design messages that could predict responses.
In contrast to the designed entertainment, art is a process in which feedback is always present, and the response to new ideas and feelings are part of the feedback process.
In my opinion, I agree that memory exists since there’s an experience of life. Entertainment has molded minds since mass media had shown up. It has promoted life styles, political ideas, new products, but also has thrown useful information that has allowed the society to grow and to develop new concepts and ideas apart from art. From my point of view, creativity is something that every individual should explore independent of the influence of mass media and entertainment.
The Rule of Six applied to my Promo video
According to Walter Murch, the rule of thirds set out the basis of the editing process. The Film editor and music designer points out, based on his experience, that the components of a good editing are: Emotion, story, rhythm, eye trace, 2D place of the screen and 3D space.
In my still images video, I want to build a sequence that shows my work and the diversity of my way of seeing the world around me. The story starts with quiet places, landscapes that are not part of the daily life of the city, and then, step by step, I make the transition into the city and finally into my commercial work. Everything is guided with sentences that allow expectation in the audience. I think the emotion is present in every one of my pictures and the eyetrace is one of the most important aspects that I am incorporating in the whole work. In the same way, the rhythm is a key element in the process of presenting my whole proposal since I am syncing the music beats and the eye trace through the images presented.