Record Label and Production Company

Record Label and production Company 

Earls Record label is Columbia Records and his production company is Paramount Recording Studios. Columbia is owned by Sony Music Entertainment , this makes them a high budget and market leading business in the music industry. Sony Music Entertainment was founded 129 years ago in 1887 making it the longing lasting business in recorded sound industry. 

Earl has been signed with Columbia Since 2012 In this 4 years they have played a key role in shaping him into the artist he is today. This is highlighed from the the fact that earl has been with Columbia since the age of 18. Other artists that are signed with Columbia are artist such as Tyler the Creator, Domo genesis and Pharrell Williams. All of these artists are from the same genre of music and shows that Columbia have got lots of experience with working with hip hop musicians not to mention Tyler and Domo bother being members of ODD Future the same rap group as Earl Sweatshirt. 

Paramount Recording Studios was built in the late 1960s, showing off 50 years of experience. Big name groups such as N.W.A. and The Jackson 5 produced some of their best music via Paramount. More recently, Paramount Recording Studios have been occupied by artists like Justin Timberlake, Snoop Dogg and Dr. Dre among others. The majority of their studios are situated in Los Angeles, which is where Sweatshirt lives, so it is no surprise that he has produced work with Paramount. 

Reasoning for Chosen Artist

Earl Sweatshirt - Hive  

We noticed that the beat and tempo remains the same throughout the song. We prefer this type of style because it allows us to be consistent as the tempo and beat stay the same. In addition , we can be flexible with the fact that the beat stays the same making it easier for us to do so as pretty much anything will fit the beat. the pace of the song means that we can hook the audience emotionally due to the dark and dismal feel to it which can affect the audiences perception of the song. Where as if the song is fast pace it is hard to portray a sad theme. The lyrics are also another factor which we felt we could use effectively. The lyrics in this song tell the story of Earl growing up and the things that he experienced whilst growing up. Seeing that it seemed to be tough growing up the mood set from the lyrics in this song dark and the kind of feel that we wanted to create the visuals for.

Written Consideration of Artists and Tracks

Tyler The Creator 

Tyler the creator was one of the artist we conceded when it came to the artist we were going to use. Tyler the creator is the leader of the rap collective ODD Future. Based out of LA Tyler first burst onto the scene in 2009 with his first project Goblin. Tyler's music is very much an alternative form of hip hop in the fact that he does not conform to the typical topics most contemporary hip hop music. Tyler the Creator is signed to ODD Future records , Sony Records and Red Records.  In 2011 Tyler won an MTV award for best new artist this was the point where Tyler was actually taken seriously as an artist and not as an immature child which Tyler defiantly had associated with him. We didn't feel that  Tyler's Music was the kind of thing we wanted to create and therefore we went elsewhere.  

Tyler the creator has worked with some of the most successful names in hop hop, his latest album Tyler has artists such as  Pharrell Wlliams , Kanye West and Schoolboy Q. These artist are considered some of the best at what they do and shows just how respected Tyler The Creator is as an artist. As well as being a music artist Tyler The Creator has also done pervious Work on his own tv show "Loiter Squad" on the Adult Swim network. One example of a song we were going to use was 'Two Seater" off of Tyler's New album. This song is about a desired car that we presume the artist is after. But another view of this song could be a love song of a man chasing a women. We like the song itself But we felt with the theme of the song would be hard to create a storyline we felt would be appropriate for our work. 

Joey Bada$$ 

Joey badass is another artist we conceded when choosing song for our music video. Joey Badass is a 21 year old hip hop artist from Brooklyn New York. With his parents coming from Jamaica and St Lucia Joey adds a unique blend of Caribbean aspects into New York Hip Hop. Joey is part of a Rap collective that go by the name “Pro Era.” Pro era has about 10 members who vary in what they contribute to the group. From Dj’s to rappers the group is very diverse in what they do. Joey first gained popularity in 2012 when he released the track “Survival Tactics.” This song was released when Joey was only 17 and still in high school. Survival Tactics featured another member of Pro Era called Capital Steeze. Unfortunately after survival tactics released Steeze committed suicide at the age of 19. This devastated the group and the entire hip hop world. As a Result of this we have seen a lot of the music coming from Joey Badass are tributes to Capital Steeze this gives the music a much more real theme to it. 

One Song that we considered using for our music video was “Like Water.” This was the song that was released after Capital Steeze’s Death. This song is very heartfelt and has a much deeper intention than just a song. We liked the beat and flow of the song but we felt we would struggle to do it justice and it wasn't the storyline we are aiming to do in our music video.  

Initial Ideas

Mood Board

 

These are just a few examples of artists that we have taken inspiration from and coincided to use in our work. 

Music Video Directors

Music Video Directors 

Hiro Murai 

Hiro Murai is a Tokyo born Los Angeles based filmmaker. Probably best know for working with artists such as  Childish Gambino , Earl Sweatshirt and Queens Of The Stone Age. As well as working with music videos Hiro has also directed the short film “clapping the wrong reasons.” Not only this but in 2016 Hiro also collaborated with Donald Glover “Childish Gambino” again on the comedy TV show “Atlanta.” So what has Hiro Murai been awarded with ? In 2013 Hiro was awarded with the MVPA Award for Best Electronic Video for She Wolf. Then in 2014 he was awarded with the UKMVA Director of the year / Best Rock / Indie Video International QOTSA for smooth sailing. 

Spike Jonze

Spike Jonze is an American screenwriter  and actor. His most noticeable work in the music video industry is working with artists such as Daft Punk , FatBoy Slim, Beastie Boys and Kanye West. From the Range of different artist Spike has worked with we can see that he is a very versatile director who can adapt to different genres with ease. Jonze is also the co founder of the directors label , with filmmaker Chris Cunningham and Michael Gondry. Spike has been nominated for four Academy Awards: Best Director for Being John Malkovich, and Best Picture, Best Original Screenplay and Best Original Song ("The Moon Song") for Her. He won the Golden Globe Award for Best Screenplay, the Writers Guild of America Award for Best Original Screenplay, and the 2014 Academy Award for Best Original Screenplay for Her. 

Hype Williams 

Hype Williams was born in Queens New York in July 1970. Williams first started surfacing by tagging local billboards, storefronts and playgrounds using “HYPE” a his artist tag. Hype Williams most noticeable work in the music video industry was working on “All The Lights” By Kanye West which has 150,000,000 views on Youtube. This hugely successful video just shows how talented Williams is. Awards Williams has received for his video work include the Billboard Music Video Award for Best Director of the Year (1996), the Jackson Limo Award for Best Rap Video of the Year (1996) for Busta Rhymes' "Woo Hah!! Got You All in Check", the NAACP Image Award (1997), the 8th annual Music Video Production Association Award for Black Music Achievement (1997), MTV Video Music Award in the Best Rap Video (1998) category for Will Smith's “Gettin' Jiggy wit It", MTV Video Music Award for Best Group Video (1999) for TLC's "No Scrubs", and the BET Award for Best Director (2006) for Kanye West's "Gold Digger". In 2006, Williams was honoured by MTV with its Video Vanguard Award, presented in honour of his achievements as a filmmaker.

Overall i feel that i have kept my music directors around the Hip Hop genre and i feel that i have chosen three world renowned directors who differentiate in their styles but all are very successful in what they do.

Music Video Research

This is my Analysis to Vince Staples "Blue Suede"

This is my Analysis of The Video to A$AP Rocky's 

"Multiply"

Music Video Theories 

Preliminary Task

Below is the link to My Groups Music Video 

https://youtu.be/kh8Z4kdpr1A