Special Effects In Music Videos: A-ha vs. Kanye West

Promotional music videos have come an exceedingly long way since their creation in 1981 when The Buggles’ ‘Video Killed The Radio Star’ became the first ever play on MTV. This landmark event in music history set the story for every record release in its wake with music videos becoming a vital contribution to music star success. Arguably no one will ever be able to eclipse the mammoth popularity and critical acclaim of Michael Jackson’s ‘Thriller’ video, despite the continual strive of his predecessors to achieve if only a small slice of his accomplishment. Progress twenty eight years later and you have a music scene that is as concerned about visual image as ever. Having a unique and appealing look can push you a considerable distance as a performer but it’s those that produce the best efforts of breaking artistry barriers that deserve the largest respect. A quarter of a century separate the music videos ‘Take On Me’ by A-ha and ‘Power’ by Kanye West, but both artists had intentions to valiantly leap ahead of their contemporaries with music videos that aimed to go down in history. Although they are two entirely different music video projects, it is the innovative use of special effects that link them.

When ‘Take On Me’ was projected onto the world no one could predict a number one placing at the top of the US charts, a Gold selling status and six MTV Video Music Awards for this once unknown Norwegian band. In a career move that resulted in A-ha becoming the music act on everyone’s lips, the Steve Barron directed video was forged from revolutionary pencil-sketch animation called rotoscoping. The video conveys scenes of an attractive woman immersing herself in a comic strip world where she is enticed by sketched lead singer Morten Harket. The couple entail in a dramatic chase from a villain duo before the woman returns to the real world with a now humanly formed Harket waiting to surprise her. When the MTV Video Music Awards came around the year after its release the band managed to clear-up, earning six awards including the ultimate accolade Video of the Year. This achievement saw them become cemented as one of the biggest winners of the awards ever.

‘Power’ on the other hand came from the fully established rap icon Kanye West. The Atlanta MC was already four albums and twenty one music videos down before the video to ‘Power’ was released in August 2010. Produced by first time music video-maker Marco Brambilla, West says the inspiration for the video came from ‘his dreams, the things he sees and the things he felt as a child’.  Through the video he expresses his ‘love with paintings and going to art school’. The noticeably short video of 1:33 consists of just one scene with the camera panning out to reveal West amongst a Sistine chapel artwork setting joined by a variety of animated mythical characters. Riddled with a mass of hidden meanings referencing both Egyptian and Greek mythology, the crafted cinematography makes the video look like a moving painting. With this outstanding piece of work West continues to prove he is one of the few artists of today that fully understands how exciting and powerful music videos can be. When comparing the two time periods for music video production there is a lot fiercer competition on the music channels in 2010, so whether West manages to pick up any MTV Video Music Awards at next year’s proceedings is debateable. After all, ‘Power’ wasn’t quite a world-wide smash (#22 in the US and only #36 in the UK) and video awards are all too often handed out for singles with the biggest chart success .

Filming technology has greatly changed over the years and the methods used to calculate music video success has also improved. Tens of millions of views on YouTube are now common for the pop stars of today and usually indicate how the single will perform in the charts. West’s ‘Power’ has clocked up fourteen and a half millions views to date whilst A-ha’s ‘Take On Me’ only manages to achieve half of this number at seven million. Had YouTube existed back in the early 1980s this statistic would surely be dramatically reversed. The capabilities of music videos will continue to broaden and certain work will have the power rise above others, particularly when the addition of dazzling special effects comes into play. However, it is comfortably certain that visual promos of the future will have to try increasingly harder to amaze and entertain us to a level which has yet to been seen.

Aha- Take On Me

Kanye West- Power

Monstrous Rap Track & The Princess of Dubstep

NMU News

• Eliza Doolittle's (NMU 1/2/10) popularity has grown greatly since her last single 'Pack Up' went straight to number 5 in the chart. Her self titled album also rose to an impressive number 3 after its July release with a Gold certification. 'Rollerblades' hopes to continue the success as her third single out 18th October.
• Disc-Overy, Tinie Tempah's (NMU 1/2/10) debut album, is out next week 4th October and features collaborations with Kelly Rowland, Swedish House Mafia and Ellie Goulding. Third single 'Written In The Stars' is out this week whilst currently sitting at the top of the iTunes chart almost confirming a number one on Sunday.
• Continuing to churn out the singles is Marina & The Diamonds (NMU 16/5/09) with fifth single 'Shampain', a stand out from the album 'The Family Jewels'. Out 11th October, the video is influenced by Michael Jackson's 'Thriller' with a group of female zombies. She hopes for a better position than last single 'Oh No!'s number 38.
• Deadmau5 (NMU 16/5/09) got his biggest promo gig yet at the beginning of the month as the house DJ of the MTV Video Music Awards where Travie Mccoy, Jason Derulo and Robyn performed remixed versions of their songs. 'Animal Rights' is the name of his latest single in collaboration with Wolfgang Gartner out now.
• The latest pop act to get their own reality TV series are The Saturdays (NMU 6/8/09) with 'The Saturdays 24/7'. You can watch the entertaining series that gives an insight to their busy showbiz lives Thursdays 9pm on itv2.

Song Upfront

Kanye West feat. Jay Z, Rick Ross, Bon Inver & Nicki Minaj - Monster

Rap, Hip/Hop

www.myspace.com/kanyewest

Mr egotistical and the self confessed royal highness of rap is back on the music scene and as ever he wants the world to know. Although he has a personality with the unashamed audacity to rub people up the wrong way (most notably Taylor Swift), it's Kanye West's music that speaks much more volume than the attention he frantically strives for in the tabloids. There is no doubt his perfectionist studio skills pay off whenever the finished articles are let loose on to the public. Currently his competition for rap king crown is hindered slightly by Eminem's triumphant return, but this is no challenge for the fearless Yeezy who has always been deserving of punching above his weight. Promo for the upcoming release of album number five, Dark Twisted Fantasy, couldn't be bigger. Closing the MTV Video Music Awards with an exclusive performance of 'Runaway' is striking for the audience enough clad in full red suit and big gold chain, but Kanye hysteria revolves online around what he calls 'GOOD Fridays' on his official website. Every Friday since 20th August, Kanye has added a free download of a new track which can be accessed by simply entering your email address. This new music business model of free music may be inventive but surely this will majorly hinder his sales come 'Dark Twisted Fantasy''s 15th November release. On 27th August the second track to be uploaded was 'Monster', which is one of five tracks taken from an EP called 'Watch The Throne', a project undertaken with his good friend Jay-Z. Featuring a collaborative line up only someone in his position can, including the odd vocals of inde-folk singer Bon Iver for the intro, this is a song that strongly pushes Kanye far in front of his contemporaries. Nicki Minaj, a US female rapper currently riding high at the top of the Hip Hop property rankings, also throws down some distinctive verses on the track as she brags about how popular she is despite having 'no album out' yet. It is arguably her best performance on a track to date and definitely the most powerful. 'Monster' has been produced with one of the heaviest and rhythmic beats you've ever heard, whilst aggressive lyrics distinctively annunciated by the rappers in turn will whip any Hip Hop fan into a frenzy. This track acts as a message to the haters and other artists that Jigga claims are 'fake fucks with no fangs' who are copying his work by trying to 'draw blood with [his] ice cold veins'. Also notable on the song are unique samples such as a repetitive voice in the background giving further impact to the beat and a lion's roar which culminates each verse with added strength. It is fair to say that 'Monster' is one of the biggest Hip Hop tracks of the year. 'Monster' is free to download from Kanye West's official website now and is taken from EP 'Watch The Throne', due for release 23rd November.

Watch Kanye West close the MTV VMAs with a show stealing performance of new track 'Runaway' featuring Pusha T here.

Artist Upfront

Katy B

Dubstep/Dance/R&B

www.myspace.com/katyblondon

Every new urban scene needs credible artists to launch its music respectfully over to the mainstream. For garage we had The Artful Dodger's formidable, fresh samples that turned us into the 21st century, for grime we had Dizzee Rascal's ruthlessly sharp tongue lashing out of our speakers, and for modern day dubstep we have the mighty beats of super group Magnetic Man aided by the essential contributions of Katy B. In the past couple of months dubstep has officially hit the unforeseen public of the mainstream. Magnetic Man, compromising of top producers Benga, Skream and Artwork, were eager to follow up Skream's 2009 breakthrough remix of La Roux's 'In For The Kill' and have crafted a number 10 debut hit in 'I Need Air' (July 2010). Now stepping up to the plate and bettering the position with her own debut single is 21 year old South Londoner Katy B with her number 5 smash 'Katy On A Mission'. With Benga, one third of Magnetic Man, producing the track infused with a dark whomping bassline, an addictive chorus and complimented by an undergound club scene video, it's understandable why the single was able to top both the indie and dance charts. To date the video for the track has managed to clock up nearly four millions views. The B-side of the single 'Louder' proves her other tracks are just as delectable by making a mark in the dance chart at number 21. Perhaps the coolest Brit School graduate to date, Katy Brien has shot from underground to stardom status far quicker than the usual artist having already played at impressive venues such as Fabric, Matter and Ibiza Rocks, whilst just last weekend she performed at BBC Radio 1Xtra Live. Before being snapped up by former pirate radio brand turn record label Rinse, the start of her career consisted of her lending sweet soulful vocals to funky mixes by Geeneus and DJ NG whilst touring the live club circuit around the country. Katie B's next single 'Lights On' will feature the returning Ms. Dynamite who is making a big impact on the underground urban scene with her new sound, so it's sure to be a song to look forward to. Due for release 3rd October, watch the unofficial video for Magnetic Man's second single 'Perfect Stranger' featuring Katie B below.

Check out Katy B featuring on an earlier track called 'Fade Away' that shows the versatility of her vocals shining through over drum and bass beats.

Finally

Here's what you need to...

Hear...Plan B's album 'The Defamation of Strickland Banks' because it is one of the best albums of the year.

Watch...Indie band OK Go's latest music video for 'White Knuckles' featuring a troop of performing dogs. It has followed the band's trend by going viral with over 4 million views.

Read...'We Are Pop Slags', a music blog nominated for the BT Digital Music Award 'Best Blog'.

Energetic Guitar Strumming & A Spunky Hip Hopper

EXCLUSIVE!
All 13 tracks of Ne-Yo's new synth ridden album 'Year Of The Gentlemen', which is released this week, are available for listening on his defjam page www.defjam.co.uk/neyo.

Jazmine Sullivan's (NMU 19/8/08) 'Need U Bad' is this weeks iTunes single of the week on the US store.

Chart Update
Katy Perry finally takes a bow out of the singles chart number 1 after a 5 week stay as Kings Of Leon give an allmighty shove with 'Sex On Fire' (NMU 19/8/08), making it their first time at the top. Cliff Richard who jokingly said he'd 'leave the planet' if he didn't beat them, only manages number 3 with 'Thankyou For A Lifetime'.
There is a shock number 1 album entry from metal legends Metallica with 'Death Magnetic' when the release date was brought forward to last wednesday reaching sales of 75,164. The highest sales achievement by a number 1 in 11 weeks. Glasvegas settle for second spot with their self-titled debut.

This week I bring you...

Song Of The Week
Bloc Party- Talons
www.myspace.com/blocparty
Indie/Alternative/Rock

Bloc Party are back with a bang. Original fans will once more be satisfied, as they make a pleasing return to the skillful guitar work first heard on 'Silent Alarm'. Aiming to always make the sounds in their songs unique, Talons is no exception. The twinkering xylophone melody enchantingly eases through the verses and the guitars motor in the chorus along with a striking drum beat throughout. Fading rhyths build high anticipation to a chorus sung out loud by an emotional Kele Okereke. This song follows the dark trend of previous single 'Mercury' suggesting a similar approach for the album 'Intimacy' to be realeased 27th Ocotober. Talons is released for downloading and purchasing in the shops the week before, 20th October.

New Artist
Kid Sister
www.myspace.com/kidsister
Dance/Hip Hop/Rap

Energetic is the ideal word to describe the music from this female Chicago rapper. . Debut single 'Pro Nails', a song about painting your fingernails, doesn't win the award for best song subject of the year but who cares when addictive bopping beats hook your interest. Kanyé West lays his thing down on the track so you can trust that this isn't a solo artist to ignore. She also takes on her fellow rapper's illuminous colourful image, painted all over her myspace. . If it's Kid Sister's dancier sound you're looking for, it's 'Control' that draws you in with a faced paced chorus and fast flowing raps through the verses. With her punchy lyrics, an obvious influence you can hear is Salt-N-Pepa and a similar accent to Lil Mama. You may remember Kid Sister from her feature on semi-big single 'Beeper' by The Count and Sinden earlier this year. 'Pro Nails' was getting some early airplay on UK radio quite a while ago now and an initial release on 30th June, but things died down straight after. Hopefully a second return with an album in the near future will strike it hot like it should.

Recent uploads to my iTunes:
Pete Greenwood- Sirens (iTunes single of the week)
M.I.A- Paper Planes
Friendly Fires- In The Hospital (iTunes single of the week 9/9/08)