The “Gold Digger” Effect in Music Video Production
If you follow trends in music, or music videos, you’ve undoubtably noticed the design trend of three horizontal bands of video each showing different action, or three different shots of the same subject. The first time I noticed this was in a Kanye West music video for Gold Digger (w/ Jamie Foxx, director Hype Williams) where the action occurs in a wide-horizontal strip, leaving the top and bottom for meta information and overlays:
Although the top and bottom are not used explicitly, I feel they’re enough distinguished to justify naming this technique after the song. A better example might be Beyonce’s (w/ Slim Thug, director Hype Williams) Check on it, where we get to see Beyonce glittering on a strips of pink fabric top and bottom, or a three-way shot of smoking Slim Thug:
Then, there’s Jamie Foxx’s Unpredictable video (director, Hype Williams), where we see the same Hype-Williams effect:
Wikipedia, if you go check out his entry, has a blurb describing this:
For most of his more recent videos, Williams creates a letterbox effect by having a main image in the middle (where a film would be in letterbox format) and having a second image behind it, split by the first image. As he had done in the past, Williams continues to front each video he directs with a title sequence, which presents his name, the name of the music artist(s), and the name of the song in a stylized format matching the video clip to follow.
For some more examples, see Pharrell Williams’ (of NERD) Angel:
Or the Robin Thicke (w/ Pharrell Williams) song Wanna love you girl:
If we go check out Hype William’s latest videos page, we’ll see the videos we’ve listed, and more. So, although I’ve dubbed it the “Gold Digger” technique it could easily be called “Hype Williams’ 1-hit-wonder.” I would prefer to reward creativity and diversity over repeating the same theme at least five times in the past year. Aren’t you getting tired of seeing this?
| This entry was posted on Wednesday, May 10th, 2006 at 3:53 pm and is tagged with robin thicke, music video production, hype williams, pharrell williams, gold digger, slim thug, pink fabric, horizontal strip, design trend, west music, horizontal bands, video director, second image, title sequence, jamie foxx, first image, kanye west, wikipedia, music artist, blurb. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback. |
HI I WAS WONDERING HOW YOU ACHIEVE THIS EFFECT IN THIS VIDEO: THE FLASHING light which seem like Pip EFFECTS. I WILL BE REALLY APPRECIATED IF YOU HELP ME OUT THANKS. THE LINK IS :http://www.youtube.com/watch?v=KyqGcmXhvs0
As a film producer I will tell you that anytime you see the gold digger effect instead of a Michael Jackson Epic adventure or Rhianna High energy dance sequence it is because somebody is being stingy with the cash. It takes a decent amount of money to make a music vid and I can’t tell you how many times I’ve heard numbers that are 1/25th of what would be needed to achieve the vision.
That’s because there’s very little originality in videomaking, generally speaking. Somebody comes up with something hot, then you know there’ll be a dozen more just like it coming down the pike.
looks pretty cool. you can do this effect in Sony Vegas if you set your video as widescreen then have another video underneith it because it makes the ws transparent.
hype willaims is a pioneer of todays film!
the effect got a bit tiresome but dont knock it! it makes the shot more interesting!
LL Cool J song: Control Myself
It sucks. The trend of splitting videos suck. It looks cheap, we cannot see the principal screen because it’s smaller, and we get bored of having always the same gimmick. I don’t know what does Hype Williams but all the music video industry is going on bad and worst and… I prefer to shut up because I will be mad very soon. Look at Rihanna S.O.S video, this is an artistic and beautiful masterpiece. Moreover, there’s just ONE screen! Incredible! Just like normal videos! We have one pair of eyes to watch it, not three! Look at B.E.P. My humps video, it’s not complicated and cool. That’s it. Hype Williams is a dumb ***, but a cheap dumb ***. Sorrrry.
I noticed this too long back, also other examples include jennifer lopez and LL cool J’s latest song (I can’t remember the name of the song but it lyrically sucks).