Postmodernism is used in Music Video's. For example this newly released Music video called (The Hardest Ever) plays with incorporating a merge of different artists. For example Will.i.am, who is a member of 'Black Eyed Peas', known for his very 'modern', 'techno' music ability. The video features 'Jennifer Lopez', a very standard, american Hip hop singer. The clip also features 'Mick Jagger', lead vocalist and founder of the rock band 'Rolling Stones'. The video mixes different genres into one.The video plays with the use of Nostalgia, traveling back in time, however the clip includes a modern space ship with high technology features to travel back into space. The video mixes from using geometric, scientific themes, which is classed as very 'modern day', the mise en scene at the beginning where everything is white plays on this modern idea, as the colour white symbolises cleanliness, pure and futuristic. The video includes modern props, for example high tech mobile phone, motorbike, jeep and rocket. The mise en scene then changes to what Mick Jagger wore in the 1960's, his statue is very faded which also conveys that they are going back in time. The colour of white then changes to a mix of vibrant bright colours that were known for the time the rocket is traveling back to. The postmodern elements are shown when Mick Jagger begins to sing the song's repeated lyrics, "You can go hard, or you can go home", however he is singing in the the style of how Mick Jagger would sing the song in the 1960's. I believe that Postmodernism will become the future of Music Videos, due to the exciting scientific element of mixing genres!
Within editing GoldBloom's promotional video, I have included an element of self-reflexivity which is used throughout. Self-reflexivity is shown through the edit of speeding which is seen as a constructed text, for example I have used this technique especially at in the opening of the clip, when the camera is finding the band, using imovie I was able to fasten the pace of the footage as the original footage was too slow and slightly boring. Throughout editing, imovie allowed me to bring together bits and pieces of different footage of the band, constructing it's sequences of scenes on the basic of editing techniques. Self reflexivity is also portrayed with the clever use of music editing, for example using the music as a narrative structure, this is shown in the opening when there is a slight pause after the text "GOLDBLOOM", then the use of the beat acts like the 'Que' for the next scene, this portrays that the footage has been constructed. The band's name, "GOLDBLOOM" portrays a significant postmodernism feature of intertextuality. The band originally got inspiration for the band name from the famous actor, 'Jeff GoldBloom', the fact that their band is almost a 'copy' of something else portrays the intertextuality element. After inspiration from 'The Wombats' promo video, I have borrowed specific editing elements from their promotional video, for example the idea of a moving skyline image with text written above image, this idea of creating a piece of work that imitates the style of some previous work, is known as Pastiche. Promotional videos are the development of new mixed-media forms. They are such a form of combining elements of live performance footage with contrasting footage of, for example a band chilling out promoting themselves as individuals as well as musicians.
Postmodern Spiral effect - "A piece of work that imitates the style of previous work" - Pastiche. This is the image of the band in a spiral effect used on the poster as part of their advertising: Can be seen on website...
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