Research played a big
part when it came to researching artists, music videos. It gave a clear insight
of what i would do for my music video. I used YouTube as a site to watch and be
able to be inspired and to analyse the music videos.
Editing Software
Already knowing knowledge
of adobe premiere as well as Photoshop and flash is was able to work on my digipak.
Using the vibrant tool to create a the pop image of the digipak was a new
experience for me and required me to watch many YouTube videos.
Class Activity
As a class we had to
film and lip sync to Elton john song don’t go breaking my heart. This was part
of the planning, researching and constructing for the upcoming music video.
This played a big part of my researching because it is very similar to my music
video.
Audience Feedback
Audience feedback
allowed me to forever update my work to my audience needs. Also using research to
gain an profile on what type of audience i have such as young people they tend
to watch many music videos and usually have interest in more than one artist.
Evaluations
I have used blogger as
my main source for my evaluations as it has everything and very basic to use. Blogger
allow people to use a embed code so you can put anything that has one. This is
a very good aspect as sometimes you don’t want to many tabs open to view
something.
Receiving the feedback from
my audience feedback showed me what part of the video I could improve in. I
learned that it is normal to receive negative review from some of you audience
as I was able to re edit my music video.
I used survey monkey to get reviews. Using this software I was able to
notice that the user will be effected on to whether they should buy the song or
not. Music videos are used as a business strategy as well as advertising the
artist and their music industry. Taking on one review. One had suggested for a
much more interesting ending. Taking on that challenge I decided to use a
couple of more shots and make a scene which is a photo shoot. Taking many high
and low angle shots of her body this again meets the demand of the song title. I
did have some reviews saying they’d prefer a different type of genre. How i
overcame this was thinking about other situations for example a soccer player
may not like the way rugby is however that’s not everyone’s thought about
rugby.
The Start
The start of the video had
to be good which it was as our character was happy. This made my audience know
that she is a very cheerful person. So I added many shots of her being happy.
Attempting to be an Cool Kid
As most cool kids like to
muck about our artist was trying to be one. This aspect fit the characters
profile as like I said before she is very cheerful. As i continued editing the
part i didn’t want everyone not noticing was when she notices someone is watching
her. This also fits well the song title “cool kids” as cool kids tend to know
when they are being watched. It was important for our artist to be cheerful off
the set because its good to have a good cohesion with someone of f set. Being
cheerful off set was a good attribute to have when you have to do the same when
creating the video as the audience will enjoy you the artist and the music
video.
The digipak was very good as it actually looked
like a real digipak. The conventions of the music video inspired us to make the
digipak look like its part of the indie genre due to the pop features. After
carefully analysing and judging each image i came to the decision to choose the
best ones even though it was very tough. It was important to have a standout
from cover as first impressions of new artist for customers are key. It was
important to have a glooming digipak because our audience was young people.
Advert
It is known for people to see something appealing
and have a interest or an enquire of it. So that was important to us to make
our advert very eye-catching. It was key for us new artist to make the advert
as professional as we can.
Comparison to real Products
Our inspiration for the advert was Madonna. This is
because of the colour choice, animatic editing and the use of vibrant.
Audience Feedback
Young audiences are hard to appeal as they have
many interest so it was important for us to make the video, advert and digipak
stand out so that we can have great feedback. It was a success as the feedback
we received was very positive the audience enjoyed the video which as big for
us.
Music Video
When it came to the music video we had to keep the
same level of consistency as the digipak and advert. Keeping everything on a
high was important for us. Using the same features as the advert and digipak we
kept the level of consistency and managed to get a really good music video.
Using the song name cool kids as a story board was smart. The word cool often
refers to someone trying to fit in like everyone else and applying that to the
music video was simple logic. Using different locations played a very good part
of the video as each location has a different story. Her being in an audition
trying to form a band shows her interest in music.
We used artist as the main convention. The artist is always able to engage themselves to the audience when their in the music video. This gives the audience a chance to evaluate the artist to see if they have some sort of interest. Its very important to have the video visuals matching the lip syncing of the artist. It shows sheer professionalism to keep the lip syncing on point.
Close Ups in music videos are very important that's why we had to that as a must for ours. However we did not use it all the time as it may be frustrating for the audience. We had several close ups of the artist face and shoes.
Locations play another key part of a music video which we had to carry out too. We had filmed in a white room with a desk, Tubes station, Band Room, cafe, graffiti walls and many more.
I've held many researches about andrew goodwins theories so i will compare them to my music video. Ive connected some bits of his theories to my music video. He intends to use genre characteristics as an theory. We used a stage for our artist to perform on. As the genre of the music was indie we had to use guitars, drums and pianos. We had ensured that we cut to a different scene when the beat drops. This is to make sure that the music is flowing well with the video. We had used the song title as a guide. We made sure that the title 'cool kids' will have relation to the features of the video. Our artist had to go through many occasions for her to be a cool kid she went through a audition phase and having an photo shoot at the end of our video. Due to record labels demand we had to have many close-ups. Close to the end of the video we had many close ups of the artists body which we could compare to laura mulveys theory of the male gaze.
The Image below is was the first draft of the advert. As it looked to simple we had done some more editing to it.
The image below is the finalised advert which includes magazine review the singers of the song as well as the song title. The Advert is very like the digipak with the pop art and cartoon graphics was was encrypted on the original image.
Emil Nava has had a long history of working in big industry's after signing with academt, to between the eyes and now for pulse.
Kid brittish was Nava's earliest video. It was filmed in one day and edited in 3 days and also budgeted around £20.000. The video was shot in manchester to give it that local feel.
Jessie J
Nava and Jessie J have worked together on many of her music videos. The videos are mostly about the lyrics or about her younger life. An example is Do it like a dude the lyrics are very connected to the conventions in the music video.
Ed Sheeran
Ed sheeran had worked with Nava for his song lego house. The narrative was a stalking fan trying to get attention of ed sheeran.
Advertisements
Nava work has also found its way to advertisements. Adverts are different because they are created to promote. That means that Nava music intelligence is limited. But adverts have high budgets and and production values.
It took a while to get used creating the effect of the the digipak as i haven't experienced it before. To create the effect i had to watch numerous of youtube videos and even practised them at home when i was able to master them and alter and make it look like i want it to look.
My group had taken a many photos while filming and i was able to pick the best ones, however i was unfortunate to loose some of these photos and i had to find and pick out some from other sources. One photo i had created myself at home the yellow image for the cd bed. Using the same editing technique i was able to apply them to all the photos.
Promotional
In these day music groups or artists are common sold as brand and their music video are products of the brand who hope the audience will be interested into buying the brand.
Some groups and artist images have much more importance instead of the quality of their work. The Spice girls are examples of this.
In rare circumstances the meaning and the lyrics of the song is sold however the artists image is very limited.
Spice Girls
The spice girls are a good example of brand identity. The smart imaging allowed the group to be successful despite the lack of talent. Each member all had a different type of identity which appealed to different audiences.
Baby Spice
Crazy Spice
Posh Spice
Ginger Spice
Sporty Spice
The spice girls have shown that music is less important than marketing.
The Spice Girls History
Many auditions took off to create the spice girls
They had many sponsorships including pepsi and polaroid
The Ginger Spice Geri Hallwell almost missed out on being a spice girl because she had looked older than the other girls
Lady Gaga
Lady gaga has named herself a theatrical artist. Every Gaga video is mind-blowing and very entertaining. Gaga's music videos often relate to her lyrics of her romance and paranoia.
Adele
Adele is not like other female artist as she is not target as erotic desire to audiences. She cancels out the male gaze because she does not wear revealing clothing, dancing or seductively posing.
In comparison I have added two vidoes to compare Lady Gaga and Adele
The editing process took long and was done over many different occasions. I focused on timing when came to editing the video. I had done this by changing the shots when the beat changes. It was important to keep the lip syncing accurate and I set it as the main goal for the video. In order for the editing look appetising many effect were used to do it.
Some example: using four boxes to show the different shots at the same time, using flash effect, playing the video backwards and many more.
Hot n Cold
This music video illustrated katy perry as a anxious bride. The video was portrayed as fun as well as being serious at the start. Due to her character we (the audience) are automatically attracted to her fun. The video took place in a church as well as creating a chasing where Katy Perry is followed by her dancers.
Last Friday Night
This music video illustrates katy perry acting as a normal teenage girl that's trying to be cool. Her appearance is not as attractive as usual. She goes with a story of portraying a teenage girl that is ugly and turns ugly then suddenly turns beautiful. This sends a message to the younger audience stating that there is a chance.
Firework
This is Katy Perrys biggest videos in terms of matureness. She uses special effects to create fireworks that come out of her as well as the people who feature in this music video. This is mostly directed to a young audience as the video is stating that its possible to overcome your weaknesses and fears.
California Girls
This video illustrates katy's fun as she is very active in the video. This video is directed to the much older younger age as there are explicit language and some sort of nudity even though there are sweets. The impact of her new relationship may have been the cause of the music video.
Wide Awake
After complications to her relationship Katy Perry had returned as a leader for the young teenaged girls. The video illustrates her becoming the person she was once before. She created the video to indicate her fans that shes back and shes recovered.
Roar
Katy perry is back encouraging people to over come your fears just like the fireworks music video. This video had confirmed that she is a single woman trying to be herself. The video also indicates that she is being sexy for herself and not for any man.
Jamie Thraves music video career began by signing with Oil Factory when he completed his degree in royal college of art.
Thraves has produced many low budget music video productions. In fact many of his first few video productions cost him £5000
Thraves first video was for Radiohead "Just". The song was shot in three day and had a budget of £100,000
The cold play music video is one of Jamie's most known music video. The music video was very cheap as it budgeted around £200.000 and again was shot in three day. What made the video so interesting was that the music video was played backward.
Jamie claims that he intends to use the song lyrics to build a story timeline. An example for this is the music video for Katy B "Broken Record". For this music video he uses the song title to dictate the scenes in the video (broken record repeating)
Jamie is still able to creative a touching narrative even though there is little lyrics.
By the looks of the screen grabs rihanna looks like she is working in a garage. However this is a males enviroment which is stereotypical. Rihanna and her worker are nit exactly wearing the clothes for the job instead they are wearing seductive clothing. In the video she does various of poses instead of working on the car.
The Triple Male Gaze
In the narrative, the male characteristics turn their attention to the female characters. The audience is forced to look at Rihanna through a males view.
Agency
Even though its rihannas music video, she does not play the main character. Instead its the man in the car who is going to race. Rihanna part in this particular part of the video is being the erotic desire of the male characters as well as the audience.
Stuart Hall
Audiences decoded texts that was encoded with meanings by producers.
The producers of the film encode the message
or meaning on the text
The message or meaning is interpreted
The Audience Decodes
Dominance or Preferred
Negotiated
Oppositional
Suture
Suture is when audiences prefer to read classic hollywood narrative. Features such as Mise-en-scene, editing and sound are used to consciously manipulate the audience.
Ive had carried out an audience research about what music videos they like and what makes them good. Unfortunately i was not able to embed the survey however i have screenshots of some feedback from a class member
In my media class me and my group had a meeting to discuss what we was going to do for our music video. We had come up with ideas that we put down as notes and then thought of how it would be edited. This had formed a general concept of media of the music video.
One member from my group had written notes on what would happen in the scenes. Picture shown below.
In the music video the Michael
Jackson and the Jackson brothers had the very same characteristics. They all
had contained a same level of dancing on a stage in front of an audience.
The music video was related to
the lyrics of the song. Michael Jackson always makes it important that the
music videos property relates to the music video. This is because if a music
video doesn’t relate to a music video then it will not make sense.
In this video Michael Jackson was
on the spot light and had many close ups that the record label may have
requested. As Michael Jackson was always on the spot light he must have known
that he may need to show off some dance moves. There was lots of cuts of him
performing on stage in different scenes of the music video.
In the music video there was
always cut scenes of Michael Jackson performing on stage in different music
videos. This would be intertextual reference because the music video had
contained clips from other music videos.
The lip synching for the music
video for Rockin’ Robin was very basic which made the music video good and
productive.
Rock
with You
In the music video for rock
with you Michael Jackson was the only character in the music video. He was always
dancing in every scene of the music video. The character that he was singing
about was not in the video.
The music video had been related
to the lyrics because he was singing about a girl and he was in a place that
looked like a club and that’s where women go.
Throughout the music video
there was many close up of Michael Jackson. As he was the only person in the
video he was always being shown and keeping up with the dancing.
As he was not singing with his
brothers in this music video this music video of him had kick start his solo
career.
Billy Jean
In the music video for billy
jean Michael Jackson was a very different character to the other characters in
the music video. He seemed to have some kind of power anything he touches glows
or turns into something for example the cat turned in to a tiger or the tiger
cloth had turned into a live tiger.
The music video had made a lot
of sense because the properties of the music video were related to the song.
Beat It
In this music video Michael jackson is presented as a peace maker. The video consists two gangs which who are very angry with each other. Both gangs go to one place late in the night to begin their brawl. The two gang leaders both had knives and before the got to stab each other Michael jackson comes and peace's it out and they all started to dance. This was a good move as dancing can be used to solve problems like fighting. Both gangs started dancing and which ended the music video. The music video presents peace and unity. Thriller
In the music video Michael Jackson is presented as 3 different breed a werwolf, zombie and a human. The music video shows 3 different night where Michael is one of each breed. Sharing his night out with girlfriend. The mise en scene of the video is very dark and gloomy the characters both wear old school clothing which anticipates the sound and noise in the music video. Bad
In this music video Michael jackson had a change of appearance. His skin colour had turned white even though he was originally black. After his success from the thriller music video. People was pumped up about seeing his latest one "Bad". The video was premiered on BBC for the first time. This was a classic because people love his dancing and they wanted to see the new Michael.
Black or White This music video was used to promote a message of skin colour. This was because Michael had suffered a skin disease which made his skin white when it was black. Many critics had stated the music video as groundbreaking because of how the media was treating Michael. some had named him strange because of the change. Overall the music was used to bring back his reputation as well as career. Earth Song
This music video was made to to send out a message. This is because the way that people treated the world at the time was poor and we still do. By having countless wars, not providing for poor families which make children die.
