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.
Monday, 14 October 2013
Tuesday, 8 October 2013
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.
Thursday, 3 October 2013
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.
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.
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.
Sunday, 22 September 2013
Research into music genres
Music videos appeal to an audience with the use of Mis-en-Scen, Editing and camera shots. Each artist uses different techniques and styles to appeal to their specific audience. This is effected by the characteristics of their audience. For example, the age of their fans is a factor when considering how they will film their music video. These conventions are effected by the genre of the music especially.
Rap- Drake 'Over'
Firstly, Rap artists use a common convention of showing their wealth through materials and their party lifestyles. Therefore, the majority of them are concept videos, giving the audience and insight to the artists lives. Costumes are also an attribute to the making of this music video. Drake wears a red jacket at parts of his video, 'Over' to show his anger for how quickly he has shot to fame. He does this to show his fans that he hasn't had an easy ride and how he truly feels about his large success and fame. Iconography is used immediately during the first scene when we see Drake wearing a silver chain and gold ring. This shows his wealth. This relates to the audience as they are in awe of his wealth and how he can afford such expensive items. They therefore think that he is successful and different to an common person. This gives the audience interest in the artist as they are awe of his success. The lighting often changes throughout this video. When the artist is sitting on the bed, it changes from high-key lighting to low-key lighting. This technique relates to the lyrics as the lighting change represents his emotions and feelings.
The audience can relate to this and it therefore feels more personal, as they can relate to having low times and good times in their lives. The audience also gains access to see the artists true emotions, which can leave the audience in awe as their idol is being so honest. The artist is always positioned in the center of the screen. This means that all the attention is on him and that the audience can focus on their idol. Also the audience are able to see more of the body language repesenting the way the artists is feeling.
A low angle shot is used for when Drake is dancing, while his lyrics are projected on the wall. This camera shot represents Drake as a new rap artist and the shadow represents his image. The lyrics on the wall clearly represent and emphasise the message of this song. This relates to the rap genre as it defines his emotions throughout his life that he has been through. An establishing shot when the city is shown on the wall in the background and Drake is in the Foreground. This represents his life and how quickly he had become famous. This is because the setting is based in a normal bedroom and the city on the walls amplifies this drastic change in his life. Drake relates this to his audience as he wants to tell them his story and everyone has a story to tell from their life.
Editing is also used as we see color filters used when Drake is in the bedroom. These bright colors and fast moving colors reflect on his lifestyle and how fast it is. We analysed Drake's song 'Over' for the rap genre, whereby we are shown the relationship between his lyrics and the visuals. This editing technique is adapted from Dyer's theory which states that a star must be simultaneously ordinary and extraordinary for the customer. This is to relate the lyrics to his relationship with 2 females. He does this to make the song relate back to his audience as they can emphasise with him due the the normal bedroom setting and they are able to see his lifestyle
Dance- Flo Rida-'The Club Can't Handle Me'
The aim of Flo Ridas dance video 'The Club Can't Handle Me' is different to other genres and this is because it is dance. This means that clearly, he has to try to make his audience want to dance, where as other music genres don't have this main aim. Therefore it is important he does this by using certain camera shots of dancers, which appeal to his fans and they can replicate them in a club. The first shot used is a panning shot. This is showing him turn up outside the club in his very expensive car. We then see numerous club scenes, where there is a large crowd jumping to the music. Here, a hand-held shot is used to entice the viewer and make them feel like they are in the club, dancing to the music.
Editing is also used to give this video a cool, young vibe. By using a split screen, Flo Rida shows the calm and the busy side of the club. This represents how he has different experiences in the club, further leading to show us a concept technique. This lets the viewer become closer to the artist as they are able to get an insight on what their idol does. A split screen also references Flo Rida's lyrics and how the 'club can't handle them'. This leaves the viewing fans in awe of how popular and influential Flo Rida is. Also other visuals relate to Flo Ridas music. These are shown by using a variety of pace in the video and when the music is slow the dance on screen is shown in slow motion. This is mainly during the first part of the chorus and it gives a 'party atmosphere' emphasising the people dancing. The viewer can therefore see clearly how their idol parties and it is fascinating for the viewer.
Mis En Scene is used in Flo Ridas video to amplify his wealth and superiority. This allows the viewer to idolise him as he is so different from the norm, in being famous. Firstly, Flo Ridas positioning during the video immediately separates him from the crowd showing his superiority. He stands on a podium for a large part of this video, hovering above the crowd, which therefore shows him as 'above' them. This also shows him being in the center of attention. The lighting in the club and outside of the club is for the majority low-key.This sets a cool, rebellious atmosphere as it sets the scene. This shows the viewer how fun it is to be in a club with Flo Rida. Iconography is also a key asset of Flo Ridas music video .We are immediately confronted by his clothing, and standing out are a gold chain and watch. This displays his wealth and power, once again separating himself from the general public. This relates to his typical focus on wealth and power, which gives the elitist view that the public perceive of him. The setting of this music video being a high end club shows how Flo Rida's lifestyle once again. He promotes his wealth through this and it is also a cool place to go, which leave the viewers in awe of him. However, a club is also quite a standard place to go to for most people so they are able to relate to the scene and on goings in the club.
Choice- Carley Rae Jepson 'Call Me Maybe'
Carley Rae Jepson's, 'Call Me Maybe epitomises the common conventions of Pop music. Immediately, we are struck by a long-shot with deep focus. This from Jepson's point of view as she stands by the window looking at her crush mow the lawn in the background. Here, the background is in a blurred focus. This shows how the artist is the center of attention and is the main person in this video as we can see what she is looking at. This is a concept-based technique as the viewer is able to see how the artist lives their lives and the how she has a relationship.
We also see a close up shot when the artist is singing into the microphone. This allows the viewer to see her facial expressions in comparison with the lyrics and how she feels about what she is singing. This makes the video more personal for the viewer as they are able to see the artists facial features, which they wouldn't be able to do un less in the video. The audience therefore feels as though the video is more real and aimed at them.
Editing is also used to highlight concepts and performance techniques in this video. Constantly, throughout the opening of the video the man who appears to be the artists focus, is shown in slow motion shots. For example this is used when he pulls the chain of the lawn mower. This highlights his masculinity and shows him in an attractive light which is appealing to the target audience. The audience therefore see how the artist perceives her crush and the feelings she has are escalated through the lyrics. This is a narrative technique and is therefore relatable to the viewer as they can base their experiences on those of this story of their idol. Deep focus is always used when the artist is in the bar singing. This blurs out everything around her and makes the artists the focal point of the scene. This is a performance technique, making the artist the center of attention. The audience therefore can identify the artist and can see how well they can perform. This will lead to the audience being attracted to the artists singing ability, resulting in for example, more sales of live concert tickets.
Mis En Scen is used in this music video to reflect the mood of the video. This is specifically identified by the lighting used. There is constantly high-key lighting used throughout, showing the happy, quirky mood of the artists video and message she wants to portray. This is reflected in the artists lyrics. The audience are therefore made to feel happy as a cheerful mood is conveyed. The positioning of the artist in the majority of the video is center of the screen, and specifically when she is washing the car. This gives the focus on her once again, and the audience are able to get close and personal with their idol. They therefore feel like they can see the artist more personally and effectively 'know' the artist. This is a typical pop convention as pop artists main aim is often to give the audience an insight into their lifestyle. This is therefore a concept based idea, however as the artist is washing the car it is very relatable to that the audience, making it more personal. The artists costumes are often normal, everyday clothing. In one circumstance she wears denim short with a white vest showing her normality and therefore this allows the female, youth population to relate to her and copy their idols style. It also makes the video more personal. Iconography such as a blue retro car, shows how the the artist is a normal person and isn't a superior in wealth. This makes the video more relatable to the audience and therefore more personal as they feel like the artist is just like them. The setting of this music video being in a relatively normal house. A large part of the video is set in or outside the artists garage showing once again how she has used a normal setting to make it relatable and more genuine to the viewer. This is because a garage is a normal place for a viewer and so they feel as though it is more personal and this love story could happen to them.
Summary
Pop, Rap and Dance music videos all use different conventions to suit their target audience in what they want to achieve. This affect is established by the use of techniques such as mis en scen, editing and camera angles. The main difference between these genres is that Pop tries to make the videos relatable to their target audience, by using non extravagant settings and ideas under these headings. Rap portrays a strong concept based video, which boasts about its wealth and superiority as well as delivering a personal message and finally Dance enthuses its fans by making performance videos in a relatable environment with artists who are extraordinary compared to the audience.
Rap- Drake 'Over'
The audience can relate to this and it therefore feels more personal, as they can relate to having low times and good times in their lives. The audience also gains access to see the artists true emotions, which can leave the audience in awe as their idol is being so honest. The artist is always positioned in the center of the screen. This means that all the attention is on him and that the audience can focus on their idol. Also the audience are able to see more of the body language repesenting the way the artists is feeling.
A low angle shot is used for when Drake is dancing, while his lyrics are projected on the wall. This camera shot represents Drake as a new rap artist and the shadow represents his image. The lyrics on the wall clearly represent and emphasise the message of this song. This relates to the rap genre as it defines his emotions throughout his life that he has been through. An establishing shot when the city is shown on the wall in the background and Drake is in the Foreground. This represents his life and how quickly he had become famous. This is because the setting is based in a normal bedroom and the city on the walls amplifies this drastic change in his life. Drake relates this to his audience as he wants to tell them his story and everyone has a story to tell from their life.
Editing is also used as we see color filters used when Drake is in the bedroom. These bright colors and fast moving colors reflect on his lifestyle and how fast it is. We analysed Drake's song 'Over' for the rap genre, whereby we are shown the relationship between his lyrics and the visuals. This editing technique is adapted from Dyer's theory which states that a star must be simultaneously ordinary and extraordinary for the customer. This is to relate the lyrics to his relationship with 2 females. He does this to make the song relate back to his audience as they can emphasise with him due the the normal bedroom setting and they are able to see his lifestyle
Dance- Flo Rida-'The Club Can't Handle Me'
The aim of Flo Ridas dance video 'The Club Can't Handle Me' is different to other genres and this is because it is dance. This means that clearly, he has to try to make his audience want to dance, where as other music genres don't have this main aim. Therefore it is important he does this by using certain camera shots of dancers, which appeal to his fans and they can replicate them in a club. The first shot used is a panning shot. This is showing him turn up outside the club in his very expensive car. We then see numerous club scenes, where there is a large crowd jumping to the music. Here, a hand-held shot is used to entice the viewer and make them feel like they are in the club, dancing to the music.
Editing is also used to give this video a cool, young vibe. By using a split screen, Flo Rida shows the calm and the busy side of the club. This represents how he has different experiences in the club, further leading to show us a concept technique. This lets the viewer become closer to the artist as they are able to get an insight on what their idol does. A split screen also references Flo Rida's lyrics and how the 'club can't handle them'. This leaves the viewing fans in awe of how popular and influential Flo Rida is. Also other visuals relate to Flo Ridas music. These are shown by using a variety of pace in the video and when the music is slow the dance on screen is shown in slow motion. This is mainly during the first part of the chorus and it gives a 'party atmosphere' emphasising the people dancing. The viewer can therefore see clearly how their idol parties and it is fascinating for the viewer.
Choice- Carley Rae Jepson 'Call Me Maybe'
Carley Rae Jepson's, 'Call Me Maybe epitomises the common conventions of Pop music. Immediately, we are struck by a long-shot with deep focus. This from Jepson's point of view as she stands by the window looking at her crush mow the lawn in the background. Here, the background is in a blurred focus. This shows how the artist is the center of attention and is the main person in this video as we can see what she is looking at. This is a concept-based technique as the viewer is able to see how the artist lives their lives and the how she has a relationship.
Editing is also used to highlight concepts and performance techniques in this video. Constantly, throughout the opening of the video the man who appears to be the artists focus, is shown in slow motion shots. For example this is used when he pulls the chain of the lawn mower. This highlights his masculinity and shows him in an attractive light which is appealing to the target audience. The audience therefore see how the artist perceives her crush and the feelings she has are escalated through the lyrics. This is a narrative technique and is therefore relatable to the viewer as they can base their experiences on those of this story of their idol. Deep focus is always used when the artist is in the bar singing. This blurs out everything around her and makes the artists the focal point of the scene. This is a performance technique, making the artist the center of attention. The audience therefore can identify the artist and can see how well they can perform. This will lead to the audience being attracted to the artists singing ability, resulting in for example, more sales of live concert tickets.
Mis En Scen is used in this music video to reflect the mood of the video. This is specifically identified by the lighting used. There is constantly high-key lighting used throughout, showing the happy, quirky mood of the artists video and message she wants to portray. This is reflected in the artists lyrics. The audience are therefore made to feel happy as a cheerful mood is conveyed. The positioning of the artist in the majority of the video is center of the screen, and specifically when she is washing the car. This gives the focus on her once again, and the audience are able to get close and personal with their idol. They therefore feel like they can see the artist more personally and effectively 'know' the artist. This is a typical pop convention as pop artists main aim is often to give the audience an insight into their lifestyle. This is therefore a concept based idea, however as the artist is washing the car it is very relatable to that the audience, making it more personal. The artists costumes are often normal, everyday clothing. In one circumstance she wears denim short with a white vest showing her normality and therefore this allows the female, youth population to relate to her and copy their idols style. It also makes the video more personal. Iconography such as a blue retro car, shows how the the artist is a normal person and isn't a superior in wealth. This makes the video more relatable to the audience and therefore more personal as they feel like the artist is just like them. The setting of this music video being in a relatively normal house. A large part of the video is set in or outside the artists garage showing once again how she has used a normal setting to make it relatable and more genuine to the viewer. This is because a garage is a normal place for a viewer and so they feel as though it is more personal and this love story could happen to them.
Summary
Pop, Rap and Dance music videos all use different conventions to suit their target audience in what they want to achieve. This affect is established by the use of techniques such as mis en scen, editing and camera angles. The main difference between these genres is that Pop tries to make the videos relatable to their target audience, by using non extravagant settings and ideas under these headings. Rap portrays a strong concept based video, which boasts about its wealth and superiority as well as delivering a personal message and finally Dance enthuses its fans by making performance videos in a relatable environment with artists who are extraordinary compared to the audience.
Research and analysis or a star- Dyers Theory
Michael Jackson
As this was in the 70's style and conventions were very different. The genre and conventions from Michael Jacksons first solo hit, Ben, shows a drastic change in his appearance and music compared to his latest music. The genre is Motown. At the age of 14, Jackson made this music video and took the pop world by storm. Here, we see Jackson as a black afro-carribean boy with an afro singing a pop hit, for the Motown label. He shows his youth with a live performance at the Oscars dressed in very colorful clothing and with a constant angelic smile. This appeals to his audience as they are in awe of his talented vocal range at such a young age. Also, due to the style being so different, Jackson's choice of clothing would have appealed to a lot of young people. Here, he wears flares and big collared shirts which teenagers would copy as they idolised Jackson.
Don Black and Walter Scharf wrote this song for the 1972 movie of the same name. It was the sequel to a movie called Willard, which was remade in 2003 starring Crispin Glover. Ben is a pet rat. In the movie, a young boy befriends the rat, but the rat turns evil and recruits other rats to attack humans. In the remake of Willard, Ben becomes an enormous super-rat. The lyrics are touching and sentimental, and make no reference to rodents. A lot of people were very moved by the song and this is its reason for its vast popularity.
The target audience for this video by Michael Jackson was mainly the younger generation, however the record was so successful and all ages bought it.
Michael Jackson's 'beat it' shows a big change in conventions to his earlier video, Ben. Here, there is a large focus on the performance side as we see a lot of dancing by Jackson, where as before he was just standing on a stage singing. It is set in a bar and on the local streets of a neighbourhood Therefore his audience are able to easily relate to his videos. He, again uses loud clothing to stand out and set his fashion statement. Also, this videos shows some concept themes such as the gang lifestyle of people during this era. This is especially apparent in the opening when we see the different groups segregated by their clothes and appearance.
As this was in the 70's style and conventions were very different. The genre and conventions from Michael Jacksons first solo hit, Ben, shows a drastic change in his appearance and music compared to his latest music. The genre is Motown. At the age of 14, Jackson made this music video and took the pop world by storm. Here, we see Jackson as a black afro-carribean boy with an afro singing a pop hit, for the Motown label. He shows his youth with a live performance at the Oscars dressed in very colorful clothing and with a constant angelic smile. This appeals to his audience as they are in awe of his talented vocal range at such a young age. Also, due to the style being so different, Jackson's choice of clothing would have appealed to a lot of young people. Here, he wears flares and big collared shirts which teenagers would copy as they idolised Jackson.
Don Black and Walter Scharf wrote this song for the 1972 movie of the same name. It was the sequel to a movie called Willard, which was remade in 2003 starring Crispin Glover. Ben is a pet rat. In the movie, a young boy befriends the rat, but the rat turns evil and recruits other rats to attack humans. In the remake of Willard, Ben becomes an enormous super-rat. The lyrics are touching and sentimental, and make no reference to rodents. A lot of people were very moved by the song and this is its reason for its vast popularity.
The target audience for this video by Michael Jackson was mainly the younger generation, however the record was so successful and all ages bought it.
Michael Jackson's 'beat it' shows a big change in conventions to his earlier video, Ben. Here, there is a large focus on the performance side as we see a lot of dancing by Jackson, where as before he was just standing on a stage singing. It is set in a bar and on the local streets of a neighbourhood Therefore his audience are able to easily relate to his videos. He, again uses loud clothing to stand out and set his fashion statement. Also, this videos shows some concept themes such as the gang lifestyle of people during this era. This is especially apparent in the opening when we see the different groups segregated by their clothes and appearance.
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