Major Record Labels

The current major record labels in the Uk are:

Sony : Examples of the artists signed to this record label are:

• The Ting Tings 
• The Clash MGMT
• Ke$ha

Sony Music Entertainment UK is part of one of the largest music and entertainment companies in the world. It has a broad array of local artists and international superstars and has been responsible for some of the biggest records in history

EMI: Examples of the artists signed to this record label are:

• Whitesnake 
• Iron Maiden
• Spice Girls
• Kate Bush
• The Beatles

 The EMI Group (Electric & Musical Industries Ltd.) is a British music company. It is the fourth-largest business group and family of record labels in the recording industry, making it one of the 'Big 4' record companies. EMI Group also has a major publishing arm, EMI Music Publishing which is based in New York City. 

Warner Music Group: Examples of the artists signed to this record label are:

• Death Cab For Cutie
• Gnarls Barkley
• Basshunter
• Fleetwood Mac
• Enter Shikari 

Warner Music Group (WMG) is the third-largest business group and family of record labels in the recording industry, making it one of the big four record companies. The current company was formed in 2004 when it was spun off from Time Warner, and therefore Time Warner has claims to any of its ownership. Warner Music Group also has a music publishing subsidiary called Warner/Chappell Music, which is one of the world's largest music publishing companies of today.

Examples of UK independent music record label companies are:

• Boy better know: are an English Grime collective and record label founded by Jamie Adenuga (also known as JME) and older brother Skepta and they were founded in 2005. The very well known songs by these artists for this record company are, "Private Caller", "Duppy (Doin' It Again)" and "Too Many Man".

• Butterz: are an independent record label based in London that specialise in Grime music. It was founded by DJs and 2 music producers, Elijah & Skilliam in 2010, but it now is also partly owned by Terror Danjah, Swindle, Royal-T and Dane Bradshaw. The label introduces instrumental grime to the forefront of the electronic music scene.

• Clay Records: are an independent record label founded by Mike Stone in 1980, out of a record shop in the English city of Stoke-on-Trent. Clay's first signing was local Stoke punk band Discharge who released their most successful song, Realities of War single in April 1980.

Planning editing styles

Editing is important for a music video as it is used to provoke a certain emotion or create a certain effect on the audience so that they can relate to it and so it is entertaining. For example, quick cuts in a dance video creates a fast paced video which makes the audience want to dance along or feel amazed at the artists party lifestyle. Also colours and fillers can give the scene a completely different feel. A hazy filler can make it seem old so it is a narrative idea as the artist would be showing a scene from years ago.

The editing styles that we are using are firstly, slow editing for when we show a can with alcohol dripping out onto the floor. This is to slow the scene down and to emphasise that the video is addressing the partying concept and lifestyle. This is conventional to the dance genre as a symbol is often emphasised by using slow editing so that it remains in the audiences mind and they understand the video. For example Swedish House Mafia use this technique in many of their videos in order to symbolise a certain concept. This will build a relationship with our target audience which is young people aged from 16-25. This is because they can relate to this partying concept which is so predominant amongst the youth of this generation. They will also see this as cool as their idols are promoting and showing alcohol.

The next editing style that we will use is a fast cut of London City. This will create a fast paced effect of the city and this compares to the busy lifestyle of the people working in it. This will create a huge contrast with the characters in our music video, as they will be represented as hung over and moving slow without a care for work. This will emphasise that there is a huge difference between the youth of today and the audience will notice this and see this as cool as they are also young. This editing style is conventional to a dance music video as artists often contrast between themselves and another group of people by using as certain editing style. For example, showing slow editing of a library will conflict with the fast editing used for a party scene.

Another editing style that we will use is a transitional cut. This will be from the scene set in London in the morning, straight to the night before by the use of a mobile phone. One character will show the other one the video that they caught on their phone from the night before, and this will transcend to the main video of the night before. This is a conventional technique to a dance video as it is linking the two completely different atmospheric scenes. However, this is also a very specific technique that not many artists used and we came up with this transition ourselves. This will engage the audience as they will notice the link from the characters waking up, back to the night before, unveiling what occurred, which the audience are intrigued to see. This will therefore build a relationship with the audience as they will be apprehensive and excited to find out how these characters ended up like they did in the morning.

The final editing style that we will be using is a fade in and out. Here, the background will be the crowd of people partying and the foreground will show a flashing image of the Avicii symbol. This is so that we can promote the artist by showing the album symbol, which will be recognisable for the audience at a later date. It also represents a cult or 'gang' which the audience wants to be a part of if they enjoy the video. Therefore they will be led to find out more about the artist. This is conventional to the dance genre as many artists use editing in order to promote a symbol or logo which could be a sponsor to promote themselves. An example of this is Disclosure, who flashes the logo of their album through their video 'latch'. This is to stand out to the audience and make them remember it.

Planning characters image

As we do not display the artist at any pint of this video I will show the characters image as a representation of the artist. The only point where we present the artist is when showing the artists personal symbol which is the Avicii. This is used a way of promoting themselves and the artists album as the sign appear on the front cover of the album. Also if the audience like this video then they will remember the artists logo and therefore research into more of their music videos and songs. Other than this the artist is not going to be represented in this video as we are using a narrative and concept based techniques for the overall video. We chose not to do this as the audience can relate to the characters more as they are normal people where as the artist would represent themselves as better than the audience.

Both of the characters in our music video will be represented wearing jeans, a t-shirt and trainers. This will represent the partying or ravers lifestyle. In the first scene they will be seen looking very scruffy after sleeping rough and being hungover. This will be able to relate to the audience as this experience is very familiar to some of them. However, it also represents an ideology of this partying lifestyle that not a majority of our target audience get to experience. Also this is conventional to the music genre as many artists who want to show a concept, use 'normal' people who are not superior to the audience, as the characters in order to relate to the audience. They therefore wear normal clothes such as jeans or chinos.

Cinematography for Music video

The purpose of cinematography is to help add to the effect that we are trying to create. This is different when trying to show a concept, narrative or performance technique. For example when showing a performance scene, we will use a certain shot such as a mid shot. This might be to show the characters/artist dancing and focus the scene on them. Also, cinematography is used to provoke the emotions of the audience. This could be using a hand held shot in order to give the audience the point of view from being in the scene. This makes it more relatable and interesting for the audience as they feel like they are in the music video.

One camera shot that we will be using is a panning shot of the sights over the river Thames in London. The purpose of this is for the audience to establish the scene of of the opening to our music video. We will show all the famous landmarks such as the London Eye, The Gherkin and London Bridge, which will be recognisable to the audience and they will therefore know where the scene is set. They will therefore be grasped by the video immediately as they can identify this eye catching scenery and they can relate to it. This is conventional to the dance genre as the music has not yet started at this point and many dance artists show a scene before the start of the music.

Another camera shot that we will be using is a low angle shot, to show the busy workers walking around the streets of London. This will be of their lower half, to show a representation of the fact that busy people are going to work in the morning. This will relate to the fact that the characters are waking up after the partying night before and show their surroundings. This is conventional as many artists such as .... use this show small parts of the scene so that the audience can work out where it is being held. The audience will relate to this as they know what its like going to work in the morning and the early feel that this scene is portraying.

The next camera shot that we will be using is a close up of an alcoholic beverage dripping from a bench onto the floor. This is immediately before the viewer sees the main characters laying on the bench. This will represent the partying lifestyle and the audience will immediately identify that the characters have been out partying the night before and that they are waking up. This is conventional to a dance video as they often involve the partying lifestyle amongst youths and the fact that drinking is seen as a culture and as cool.

The final camera shot that we will be using is a mid shot of the two characters sitting on the bench when they wake up in the morning. This is so that the audience can finally be introduced to them as they wouldn't have seen them before.

Planning setting and Iconography

The purpose of a setting is to relate the lyrics and music to the visuals in the music video. Iconography is used to display this in more detail than just a setting. Goodwin's theory demonstrates this view and it helps to craft a music video. Also, a setting is used to entertain the audience and it could be obscure but it must relatable to the song. An artist will manipulate a setting in order to create a certain effect for the audience. Often, am artist will use a setting which their target audience can relate to. This is so that the audience feels as though the video is more personal to them and therefore has a greater effect. Iconography is also often used to promote an ideology or idea. For example a rap artist might use expensive jewellery in order to promote their wealth and display their rich lifestyles through this iconography.

One of our chosen settings for the music video is the view from the south bank in London over the river, which includes images of famous landmarks such as the London Eye. This will be our first scene and it will be set in the early morning. It will capture the audiences attention immediately as they will see these huge landmarks and they will identify these. This is a conventional setting for a dance music video as London is known for its party scene amongst other factors. However, it is also a unique setting as to my knowledge, no artist has used this setting before in a music video. The audience will be able to relate to this as the whole country knows the famous landmarks in London as it is the capital city and many have visited these. They therefore are grasped by it immediately and the video seems more personal for them. Here, we will include iconography such as alcohol glass bottles. This is so the audience knows that the video is addressing the partying lifestyle, which is so common amongst the youth of today.Other iconography that we will be using here are mobile phones. These will be used to link our current scene with the scene from the night before by looking at photos or videos. Many record companies use this type of iconography as a form of advertising. We will have to contact the company of the mobile phones in order to gain authority to advertise their product on our video.

The next setting that we will be using is the scene from a party. Here, the viewer will experience the artists lifestyle. This allows them an insight and they therefore they can relate to the artist as the audience can see the artists lifestyle. The party scene also relates to the lyrics and music, as we will cut to this scene as the chorus comes on and it is more up beat. This also shows the performance based technique that we are trying to portray. 'Wake me up when its all over', describes how the artist want to know when all this partying is over and he turns 'wiser and older'. Therefore the lyrics relate to this scene. There will be far more iconography here as the party scene is a lot more detailed and set up for the purpose of the music video, where as the city is already set up. Examples of the iconography that we will be using are, drinking glasses, champagne and party outfits. This is conventional as dance music often is associated with these props. For example, Flo Rida's 'club cant handle me' often displays champagne, promoting this partying lifestyle.

This setting is followed by a different setting which will show the two main characters making their journey home from London. Therefore the shots will display all different scenery from London as well as a scene in an underground train. This is so that the audience can follow the characters journey and they will receive honored to be able to see this journey of their idol. Also this scene is an integral part of the story line as it shows the characters interacting and their relationship and friendship before they part and go to their separate houses. The iconography that will be used is normal props such as a newspaper on the train. This will allow the audience to relate as they see that their idol is also normal like them and reads the newspaper. These are conventional to the dance genre as many dance artist want to create a normal video where by genuine settings are used in order to relate to the audience and so that they feel part of the video.

The final 2 scenes are shown alternately and run parallel with one another. This is because they show the two characters entering their separate homes and the contrast in these. This is because one character will walk into a nice house with his loving family greeting him and the other will be walking into a deprived flat by themselves. These settings will show our concept theme, which is that family is more important than the partying lifestyle and having a good time. Here, the iconography that we will use in the family home to give it a warm and comfy feel, are candles, paintings and nice furniture. This will contrast with the iconography in the other flat, which will display old pizza pieces, rubbish on the floor and smashed lights giving the scene a gloomy and miserable feel. This is conventional to the dance genre as it represents the end of the song and many dance videos end with a serious message and not a continuation of the party scene. However, as our story line is so specific it is unique to all other dance videos. This will build a relationship with our target audience as a concept is being highlighted and they will discover this serious hidden message in our video. The audience may then feel that they have learnt something from their experience watching our music video and will make the artist more popular and likable. This is because this effect makes the audience feel as though it is personally to them.

Storyboards

      The purpose of a storyboard is to have a clear and detailed plan of what we intend to do and how we will do it. This detail shows the camera shots, lighting and other specific features that we intend to use in the creation of our music video. Also a storyboard can highlight any issues we have with our ideas as not everything can work. As we display each frame with a picture, we can get a more informed view of how we want the video to look and all the features in it. We can also use it as guidance when we actually create the music video to make sure we don't go off track and that we are including all the features the that we want. 

     The primary research that we carried out, is videos from our own experience at festivals such as V festival. As we recorded this first hand we could refer to it when planning our music video. Also the videos are at live DJ's playing dance music which relates to our genre. We analysed these videos by looking at factors such as the crowd, music and atmosphere. This helped us relay it to our plan as we want to recreate many of these factors in our music video. The secondary research that we carried out was evaluating the techniques that other dance videos used in order to create success. These included videos from our chosen artist Avicii, as well as artists such as Daft Punk. We used a lot of technical features from these such as camera angles, setting, lighting, iconography and characters. 

     We made story boards my creating detailed summaries for each scene. These included a hand-drawn picture of what we want the scene to look like. We followed our written plan here however, we did come across some issues with the written plan that wouldn't be practical and therefore effective. An example of this was that we originally planned on having long-shots of the characters waking up in the first scene. However, the picture that we drew illustrated that this would be ineffective as it would look un-professional and boring. We therefore decided to start with a close up of a bottle of alcohol to represent the partying lifestyle.  

      We shared the responsibility by all making an input into what we thought should be in the story board and deciding on the best plan of action. If we have a decision which was undecided then we went with the majority vote. However, we also wrote down the decisions that other members had so that we can refer to them if something doesn't work. 

Bar Chart/Pie Charts

We decided to show the results from the questionnaire in this pie chart form, as it gives us a more informed and professional way of analysing the results. It shows what our target audience favours, in a clear format and the majority vote for each question is apparent, due to the loud colors which stand out. Therefore, we can make informed decisions on how we are going to make our music video using this audience feedback. Pie charts are generally used to show percentage or proportional data and usually the percentage represented by each category is provided next to the corresponding slice of pie. However, we decided not to use these percentages as we wanted to see the major requirement for each question rather than considering the other options. We can then use these to base the conventions and ideas on our music video. 

Research into chosen music artist

Introduction

We have chosen Avicii for our music video and the song we will be using is 'Wake Me Up'. The reason for this is because Avicii is a very current artist that is having success globally. Therefore, many youngsters will recognise this song due to its popularity and be able to relate to it. Also, I feel that as this is one of our favorite artists we can enjoy the process of making this video which will enable us to create the best possible video. Also, this so is constantly featured in the club scene and therefore is a big dance hit. We have therefore have chosen this song as it will appeal to our audience and it will attract them even if the video doesn't go to plan. Personally, I have always followed Avicii and my favorite feature of them is the music videos that they create. We have gained a lot of inspiration from these videos and the style and conventions that they use. However, we want to adapt some of these ideas whilst creating a unique video which has not been created before, and will stand out from the rest of the music videos. 

Artist profile 

After being initially signed to the label 'Se7en', Avicii achieved huge success and therefore they signed to the bigger record label, 'Universal Island'. The producers for Wake Me up, however was 'atnightmgmt'. This quote from Midweek Charts shows the huge success of Wake Me Up. 'Avicii's Wake Me Up has become the fastest-selling single in the UK in eight months after already this week surpassing 200,000 sales.'

Avicii first began their storm into the music industry when they released 'Bromance'. However, the artist Tim Berg was the featured artist of song and it was therefore not necessarily Avicii. They then released 'Feelings For You' plus hit remixes of Tiësto, Robyn, David Guetta, and Bob Sinclar which were all released in 2011. With massive monster tracks lined up and many of the world’s biggest events where Avicii were headlining, 2011 was clearly a very successful year for Avicii and acted as their platform to spring onto the world stage. No surprise when his first release in 2011, Street Dancer, went straight to #1. 

In 2010 Avicii released their first single, "Seek Bromance" which received 35,000 sales to date. Also, in this year Avicii release the song, "My feelings for you" which received 28,000 sales to date. They also have recorded their debut album called 'True' in 2013, which received 50,000 after 1 week. "Levels" which was released in 2012 went platinum in UK (600,000) and platinum in the USA (1,463,000). In 2013 Avicii have also release "X You " (600,000 sales),"We write the story" and "Wake Me Up" which has received 420,000 sales till this date. 

Artist music video analysis  

The first music video by Avicii that I will analyse is 'Seek Bromance'. The style of this music video is 50% narrative based and 40% concept based and 10% performance based. The narrative element is so large as this video consists of a story line of 3 friends being kicked of out of their houses and going on a road trip to Las Vegas. The audience sees all the trials and tribulations that the characters face along the way. The concept element is absorbed by the audience as the artist is promoting an ideology, which is the importance of friendship, being a rebel and having fun by doing this, as a young person. Also, the characters are represented as rich and therefore the artist wants to display his lifestyle through this. For example, they are seen leaving a big house in the first scene, implicating that they have a lot of money. There is only a glimpse of the performance aspect in this video and it is scene when the female character is dancing seductively at the end of the video. However, this also emphasises the concept idea of rebelling against society.

Dyers star theory is a huge factor is this music video and it has a big impact on it. The rebellion aspect of this theory is mainly due to this. In the first scene we see one of the characters leaving his house to go travelling. However, as he leaves he is instructed to 'get the hell out of my house' by what appears to be his dad or a significant figure in his life. Therefore the artist is promoting rebellion against parents. This rebellion aspect can also be seen as the characters smoke, gamble and drink alcohol throughout the journey. Sexual magnetism is also shown, relating to Dyers theory, when the girl is seen in bed with two boys. This is to show the 'bromance' that the 2 boys have and them leaving after sleeping with her emphasises this 'Bromance' relationship. Dyers star theory also states that the star must be 'simultaneously ordinary and extraordinary for the consumer'. This idea is predominant throughout the video, as the youths are seen wearing normal clothing which the audience would wear, making them ordinary. However, the stars are also seen as extraordinary as they are so rebellious and can get away with just making a journey to Vegas. They are not seen as working to earn money to go on this journey or having to ask permition. Therefore it is unrealistic for any normal person to do this and they are seen as extraordinary by the audience. This music video does place fans for hegemony as the characters are showing dominance and leadership by travelling by themselves because the want to rebel. This will persuade the audience to empathise and feel the same way by wanting to rebel. This doesn't necessarily mean that they will by it is the idea which will entertain them. 

Evidence of Goodwin's theory being used in this music video is predominant throughout. This video demonstrates the dance genre characteristics when the audience sees the characters dance and the fact that the video is based on a relationship between a boy and a girl. Goodwin's theory specifies this and it is a key convention to the dance genre. This entertains the audience as they get to see a fictional story and they want to copy the characters dancing as they look up to their idols. Also there is a clear relationship between lyrics and visuals and the lyrics often illustrate the visuals. This is seen by the relationship between the two boys referring to their 'bromance' which is part of the songs title. This makes the target audience see this idea and the importance of friendship is a lesson for them to learn from this. 'I'm into you' is also a common line used in this song and it describes the girls' feeling about the boy. The lyrics also says 'I want you to treat me good', but these contradict the visuals as the viewer sees the boys tormenting the girl on several occasions such as pretending to leave her by herself in Death Valley. There is often voyeuristic treatment of the female body. An example of this is when the girl is seen dancing seductively towards the end of the video. This appeals to the male audience as they want to be with the girl and the female audience as the want to be her. The music often amplifies the visuals as when the chorus is played, the characters are seen dancing. However this is not true for every time the chorus plays. 

The artist is not seen in this music video, however characters have been implemented to portray the artists' ideas. This is a common characteristic used in the dance genre so that the audience can relate to the video better as normal people have been used. This relates back to the Dyer theory as ordinary people have been used to create an extraordinary effect.
The target audience for this music video is clearly young people aged between 18-26. This is because of the rebellion concept which is so commonly used throughout. Also the characters used are very young in order to make the video more relatable for the target audience. Also dance music is very popular amongst the youth generation of today and therefore they will want to watch this video. It is also often played in clubs where young people are and so they will watch the video after hearing the song. 
The setting is in a car for most of this video. This is a convertible car which will appeal to the audience as the artist is displaying his wealth. Another setting is Las Vegas, which is the perfect partying and 'rebelling' setting for this video, as this is the concept that the artist is trying to portray. As this is a world renown place all the audience will recognise it and therefore they can relate to it. This will lead them to think that the artist is cool as he has rebelled by going to this place which is represented as a gambling state.

Normal clothing is worn by the characters. This links to Dyers star theory that ordinary people have been created to give an extraordinary effect. This makes the audience relate to the character more and they will therefore enjoy the video they can imagine themselves doing the same. 

For the majority of the video, high key lighting is used in order to show the unveiling story about these characters. However, low-key lighting is used when the characters are in the clubs and casinos in order to represent rebellion. Also this relates to the partying lifestyle as clubs are often dark and the audience see this as a cool place to go to as it is rebellious against society. 

Iconography such as a convertible retro car is used in order to promote the cool lifestyle that these youths lead. Also it shows how they are rebellious as they are seen standing up in the back of the car which is illegal. Chips are used by the characters to symbolise that they are gambling and this rebellion concept once again. 

Mid shots are often used in the music video so that the viewer can see the emotions of the characters faces but also to show that they are 3 friends. This is because the mid shots always have the 3 characters in, joining them together. This highlights the concept that the artist is trying to portray which is the importance in friendship. This effect makes the audience want to have the same feeling with their friends as they can relate as the target audience is young.
Panning shots of the car going along the highways are used when the friends are driving to Las Vegas. This shows how fast they are going and it relates to the dance genre as the music in dance is often fast paced. This also corresponds with the idea that they are rebelling as it shows the speed at which they are running away to be rebellious. This makes the audience relate as this is seen as cool.

Summary

The research that I have undertaken of my chosen music artist will help me with planning my own music video as I can learn from a lot of the techniques that they have used in order to create this huge concept idea. As my video aims to also promote a large concept idea, I can use techniques such as low key lighting to show rebellion, which is a concept that I want to portray to my target audience who is also young people. 

Evaluation

To evaluate, the purpose of a target audience is to ensure that the music video follows its genre which appeals to a group of people. This allows the video to become a success and sell lots, which is the main aim of the artist and record company. We carried out research by doing a questionnaire analysing 40 peoples thoughts on music videos. This is so we could gain information on the mass audience, so that we can gain results about our target audience as what the majority of them like. We then presented these results in a pie chart form for each question. This allowed us to view the results in a clear format without having to calculate or read statistics. Therefore, this process allowed us to see what the most important factors were for our creation of the music video. This was very successful and has provided us with a lot of information on what our target audience like/dislike. However, in hindsight I feel as though we should have asked more specific questions that would help us more with the music video, about what they dislike. Rather than questions such as 'do you like Avicii?' I feel that we should have asked more analytical questions which would show some criticism. For example, asking 'what common features don't you like of a dance genre music video?'

Also we interviewed 5 people and made a Vox Pops video showing the results. We could gain extended information from these results as we could see the reaction the person we were asking, was giving. Therefore we could analyse their body language and emotions they felt about each topic. We noted these down and will use the results in our music video. This was also very successful, however I feel that our only downfall was that we didn't get any more videos to provide us with a more rounded and informed approach to our music video.

In the planning for our music video we learnt about subcultures that can be used and the theories that summarise these. For our video we have decided that the CCCS theory is most appropriate as it applies to our video the most. This theory is correlates to our music video as we are using the dance genre. This shows that we are rebelling against the main genre, which is Pop and therefore our music video should be more unique as it won't appeal to everyone, but our target audience. The CCCS's theory describes that all music comes from the mainstream genre which is Pop and artists rebel against it in order to make their video unique. 

After much deliberation and reference to our questionnaire and vox pox, we have decided that our video will be 20% performance, 20% concept and 60% narrative, as we feel that we will have a good mixture to relate to the song. We discovered through much research that most dance-themed music videos are performance based videos. We therefore have chosen to go against this common convention to make our video unique by going with a majority narrative music video. However, we want to include performance and concept techniques so that we can fit in some subcultures. This will make our music video more diverse and creative which will appeal to a wider target audience. The performance aspect will show the characters dancing at a party. This is so that the audience will be entertained by this dancing. The concept aspect will be shown by the story that the characters relay. This is that family is more important than the teen culture of today, which entails, going out partying and having this carefree lifestyle which is so common in today's society. The narrative will be the characters partying the night before and their journey home after this partying.

Questionnaire

Questionnaires are important when considering a target audience as you can direct primary feedback on what your target audience will like, in order to make the music video a success. The creator of the music video can also find out what is current and can make a unique video, which stands out to the audiences by finding out what they commonly like. We asked 20 females and 20 males on our questionnaire. This is so we can get an average answer for a large number of people, that can help us most for feedback from my audience. I can then use this to design a good basis for the music video. I shared it with my group as we are all working together on the same video and therefore it is handy for us all to know information about our target audience, so we can make the video best to suit our audiences needs.  

Research into chosen Music Genre

Dance is my favourite music genre and I have always been passionate about it. It is a genre that is popular within the new generation of young people and the charts consist of a lot  of dance music. This is due to its high demand in the club scene, which has made many DJs successful artists. Also watching DJs live at festivals such as V festival has increased my passion for dance music. We have chosen this genre as it is very relevant to us, being teenagers. Also dance music is very popular in this young generation and lots of people will simply enjoy the video for this fact. Also it is up beat and will make the viewer want to dance and sing along to it. This also relates to the party scenes as dance music is predominately played in clubs and the majority of young people enjoy clubbing and hearing this music. Diclosure are one of my favourite dance genre artists and they are similar to Avicii in the styles and conventions that they use in order to make their videos a success. 

Different camera shots are used throughout for different purposes and to promote certain feelings for the audience. A mid-shot is used at the beginning of the video, when the artists first meet. This then changes into a close up when they start talking and show intimacy to one another. The is to signify how they have got closer from when they initially met.

A smokey red colored filter is used when they are in the bar at the beginning of this video. This is to give a cool, relaxed effect to the music video. It is used to show the artists view on socialising and going out and what it entails when this artist goes out. This is very unconventional as most dance music videos have a lot of strobe lighting and a darkness technique to promote the mad partying atmosphere. However, Disclosure has chosen a different technique which is almost trend setting and unique, which an audience will enjoy as it is refreshing to see a new angle on this 'party lifestyle'.

The target audience of this video is the younger generation from 16-28. This is because it is a dance song which is often played in clubs. Also the artist is promoting being young and the early stages of a relationship. Therefore, many teenagers can relate to this as they are going through the same stages of meeting their first boyfriends or girlfriends. However, as disclosure have used different, unique techniques for a dance video it could appeal to people slightly older.

The artist is represented as a normal person. This is because there is no emphasis on expensive clothing or jewellery (which a lot of other artists use) but instead the emphasis is on relationships between normal people and falling in love. This is unconventional for a dance video as usually they are representing as party animals who are above their audience as well as everybody else.

The style of the video is predominantly concept. This is because the artist focuses on showing the beginning of relationships of different kinds and the joy that comes with them. This is very unconventional to the dance genre as pop or other genres usually focus on promoting this ideology. The evidence for this is shown by a number of different couples, including 2 women and a man and a women, to show how anyone can fall in love no matter what gender or characteristics. This is an important point as disclosure is promoting a big ideology that love can be between anyone.

The characteristics of Goodwins theory is used in the music video with a promotional technique. This is seen when there are glimpses of the artists album cover shown on the characters faces using editing. This makes the audience become familiar with this sign without them even realising and they therefore want to purchase the album if they like this song. This is because they will want to hear the other tacks on the album .There is also constant references to voyeuristic treatment of the female body. This is shown when one of the couples are laying in bed and the female has only her underwear on, where as the male is fully clothed. This is used to appeal to the audience.  

This video is 70% concept based, 20% narrative and 10% performance. This is due to the vast majority of the video displaying the ideology of a new relationship and the lifestyles of the characters. However, performance is also shown when the artists themselves are performing towards the end at one of their gigs. This is shot from the crowd in order to show the atmosphere at there gigs and to therefore promote themselves. The narrative part shows the start of a new relationship between a boy and a girl and the joys of this experience. 

Research and ideas for chosen songs

Ideas
My group that is creating this music video is made up of 4 people in my media. These are George Hoy, Aimee Austin and Amie Fountain. We have all come together in the initial planning stage to come up with ideas for our music video. This has allowed us finally agree on the choice or song, settings and other factors. We are all very creative and came up with some good ideas and themes, however we are all technically different and our skills are vary. For example, Aimee is very good at editing and so she will lead this role where as I am better at deciding on camera angles and acting in the film.

My group and I eventually came up with the song 'Wake Me Up' by Avicii to be the selected song. This is because it is a current song which we can relate to and therefore we should be able to connect to the video and story line more thoroughly. Before coming to this decision, ideas such as performing a performance-based video to the song, 'London's Calling' were presented. We discussed making the setting in the back of a black cab, therefore relating the lyrics to the visuals. However, after deliberation we came to the conclusion that the song was too old fashioned and would bore the audience. Aimee then had the idea of using a very current song which has only just been released called, 'Sonnentanz'. However, we could not find a way to relate the lyrics which would accurately captivate the viewer and link the visuals to the lyrics. I then found this song by Avicii which the group automatically warmed to and we knew that we had chosen the right one. Then I presented the idea of a concept and performance based video, which would include George and I being the main characters. Firstly the video would start with us waking up in a camp site after a clearly heavy night and hung-over. The idea was then for us to then 'wake up' and go to a church, where we would become enlightened as to what we want to achieve and be in our lives. This would relate to the lyrics 'when I'm wiser and I'm older'. During this role-play part, we were going to keep repeating shots of the night before. This would allow the viewer to get an insight into our livers and understand we want to find out how we should live our lives. We planned to keep each shot relevant to the images on screen and for example, the party scene would be shown during the chorus to show our up-beat lifestyles. However, we eventually tweaked this idea but it was still the basis for our end product.

Our end product and idea is as follows: George and I are the main actors in the video, whilst Aimee and Amie film the music video. However, we will still be putting all of our input and ideas into this video to ensure that it is a success. The first scene will consist of the two characters asleep on a bench in Central London dressed in party clothes and with alcohol surrounding them. As the music starts, they will wake up to discover where they have ended up after a night out and to stabilise themselves. They then start there journey to their own houses, at which point the scene cuts to flash backs of the night before. This will come in-sync with the chorus to captivate the audience and make them feel the party atmosphere. The characters will eventually go their separate ways, going to their own family homes. This is where the concept based idea will be introduced, that the boys realise, after seeing their families what is import, and that they 'didn't know they were lost'. However, we will highlight this by having one boy going home to an empty house where he has been squatting and the other going home to his family. This character will signify the importance of family by giving his sister a kiss on the cheek whilst she is still asleep. The other character will signify this by showing his frustration with the use of body language showing how upset he is at the situation he finds himself in and that he should really be with his family, like the other character.


We then had to break down each element of the music video to show how we would relate these elements to the viewer and have a successful, relevant outcome. Firstly, we looked at mis-en-scen. Here, we argued about the costumes that the characters would be wearing. We decided that they should wear casual, typical partying clothing as this would relate to the dance theme and therefore the song overall. This would make the video more genuine as the audience can relate as the characters have normal clothing on. This conflicts many famous artists ideas as a lot of them try to make their audience admire them by wearing expensive clothing and jewellery. Lighting was the next stage of the topic. We decided that to keep the video realistic that we would use low-key lighting in the club and natural lighting outside when we are waking up. This would be easy as we could film the opening early and get a realistic setting for it. Also the club scene will be realistic as it will be shot in a club and therefore the lighting will be dark. We will be using basic iconography such as empty alcohol bottles and other small features. This will allow the viewer to relate as we will not be using expensive iconography or props. It will also make it more realistic as this is what is usually seen on a partying night out.

 The locations that we use for the video will be a club, London and 2 houses as well as transport we get to those houses, which we are still undecided on. This will give us a variety of locations. George and I will be in the centre of the shots in order for us to stand out from the other people within our music videos.  To represent the artist we will constantly be showing the audience the Avicii logo. However, this will be subtle as it is more effective and the audience will try to spot it.















For cinematography as a group we would like to include close-ups to show emotion. We want to use establishing shots to show the genre setting and we will use mid shots to relate to the party scene. During editing i would like to use fast and slow editing. During the slow editing we would like to use fades and during the fast editing we would use straight cuts. The style of the music video will be 20% performance, 20% concept and 60% narrative as we feel we will have a mixture to relate to the song.

The codes and conventions that we want to use will include strobe lighting, dancing, alcohol and all the other features of a normal party. We will set this up in a club to make it look realistic and genuine. However, we are breaking conventions by relating the partying lifestyle to the concept of family meaning everything. This is a positive as it makes our video very unique from the others. The target audience will be young adults and teenagers that are our age as they are the audience who are most likely to get the most out of this video. This is because they are the same age as us and most of the population enjoy the same thing as what our video is based on, which is, partying. Also they can relate to the struggles of growing up and realising what is important in life. We will be following the theories of Goodwin and Dyer, to inspire us and help us create this video by using their ideology.

Copyright

 

 

A copyright is a legal concept, enforced by most governments, giving a creator of an original work exclusive rights to it. It gives the creator of the document a right to have it protected from other users stealing it. Similar to a 'patent', the copyright law ensures that no one else is allowed to use it unless otherwise permitted. copyright laws also differ from each country and there is now an international agreement on some documents and files. This means that if you want to use a document which belongs to someone else by right, then the creator has to permit the user to have access to it and copy it. This could be for a number of purposes.

 

In our case, my group need to apply for this copyright in order to be allowed to use Avicii's song 'Wake Me Up'. If we do not apply for it, then not only can we be punished by Youtube and the owner of the original music video, but we can also have our work rejected. This could lead to us having to go to court if the artist would want to sew use for plagiarism. This is the email that we sent to the record company in sight of this and their email address was info@umusic.com.