Armand Van Helden

Armand Van Helden

Born February 16th 1970 in boston Massachusetts, an America record producer, remixer and DJ.

His biggest commercial success came from his remix "professional widdow" released on East West records, it reached number one in 1997 in the UK.
"His own record "you dont know me" was released in 1999 and also reached number one in UK. Armand Van Helden's music is definately only one genre, house music.

Armand Van Helden was one of the best-kept secrets in house music. He took up a DJ residency at The Loft, a top Boston nightclub at the time. He released his first official single, a mix of Deep Creed's "Stay On My Mind" through Nervous Records.Van Helden joined such names as Todd Terry, Erick Morillo, Roger Sanchez, Masters at Work and George Morel to record scores of club hits. By the late '90s, a clutch of crucial remixes and several albums made Van Helden's name as one of the most popular producers around.

conventions of a music video

lyrics:
normally create a general feeling/mood/ sense of subjects rather then meaning.


Music:
tempo influences the editing.

Genre:
can be reflected in types of mise-en-scene/themes/camera or editing style. has own music style/icongraphy.

Camera:
makes the meaning obvious. The Angle and shot distance all play a part in the representation of the artist/band.

Editing:
fast cutting montage it normally most popular also depending on genre but can fit more action into the video when using this technique. Making many of the images impossible to grasp on first viewing, so ensuring numerous viewing. This offers different kinds of pleasure for the audience. (Voyeuristic pleasure)

Brief

A promotion package for the release of an album, to include a music promo video, together with the two of the following:

• a cover for its release on DVD
• a magazine advertisement for the DVD