Before we went any further after finally decided on a song, we sent a tweet with our production group account on Twitter to our artists Delilah asking her for permission if we were able to use her song 'Insecure' for our music video. Below is a screenshot of this tweet.
Dellaih is shown young adult who tells a story (narrative) throughout her music videos. In her music videos she is often portrayed as mysterious and emotional connecting with the songs. This is because her settings are usually either dark or dulled out. Delilah’s unique look and sound epitomise the true essence of the multi cultural environment that she grew up in. Delilah was raised amongst the vibrant sound of London’s live music scene. Her father introduced her to this through his work in promoting British bands and live music, during the 90’s. When he died in 2002, Delilah used her emotional experiences of life and death to start creating her own music. This is why when filming, the settings are established at the beginning of the video showing how her videos are set to show what emotions she was feeling at the time but also to show the audience the atmosphere of where she is. Dellaih's songs are very emotional which means that the audience are easily connected to her songs due to relating to the lyrics. Delliah is represented as a modern artist as of her costumes and makeup. Her costumes are usually kept normal and modern however, in two of her music videos she is shown in different, out there costumes which allows the audience to see that she is able to act both parts. With her natural bronzed looking makeup it shows the audience that she is a natural beauty and that she doesn't need any media to make her look different. Dellaih is shown as independent, soulful artist due as the camera/spotlight is always on her but also because her stories are being told through the media in a positive way which allows the audience to relate to her music.
From this analysis above, you can clearly see the difference between a students work compared to a real artists music video. Ariana Grande's music video is a lot more professional due to the camera quality, angles and the effects that are used. The lighting and visuals reflect on the lyrics, appealing to a wide range of audience, both men and women. This is unlike the past students work where we can clearly see that they had a limited amount of time to film and not having as much money put towards the production unlike in many professional music videos.
A target audience is a particular group of people who are intended as the recipients of the product, in this case a music video for a specific genre. It is key to identify a target audience and to keep them in mind throughout the whole production and planning process. By doing this, you are likely to have more success as you will have ensured you have included all elements you know appeal to your chosen audience.
Secondary Research
To gain an understanding of who our target audience would be we researched into who is the target audience of pop music. After looking at lots of secondary research we found that teenagers are the most popular target audience for pop music.
Above are some avatars that we made to show who we feel our target audience are; teenagers, of all races, and from the ages of 14-20. We looked into teenagers today and what their style is, what they wear and what their hobbies are. Using information that we gathered we created the avatars. The first avatar is a teenage girl; Amelia. She has candy floss pink hair as this is a very common hair colour in society today. Amelia is 17 and is studying to do her A-levels, in Art, English and Geography, alongside this she has a part-time job in New look on the high street. The money she earns tends to be spent when she goes shopping with her friends or online on sites such as Boohoo and Missguided. She lives at home with her parents and two younger siblings who are both in full-time education. The second is another teenage girl; Naomie she has glasses and long brown hair, this is common for young girls today. Naomie is 16 and is studying her GCSE'S. Her favourite subject is English but she also enjoys French and is hoping to go on a trip with her French class this year. Outside of school Naomie enjoys going to the Cinema and walking her dog. As well as this she does ballet and street dance and has an upcoming competition. She lives at home with her Mum and older sister, who is looking to go to University. Lastly, a young teenage boy, it is less likely our music will appeal to boys however we would like to include them as the best pop music videos appeal to both genders. The last avatar is Charlie, he is 15 and has just started his GCSE courses. He loves PE and is sports captain. Charlie enjoys playing FIFA with his friends after school and at the weekend he plays tennis and football. He also enjoys going to the Cinema, like Naomie. Sometimes after football and tennis Charlie meets up with some of the boys and girls in his class and they go to the park. He has a girlfriend called Gracie and they listen to music together. In order for us to know what we need to do when it comes to producing our own music video, we decided to analysis past examples to give us an idea of what is expected. This is a music video created by past students at A level. This type of music video is a narrative type. This is because they are telling a story throughout. At the beginning of the music video they have created, they used establishing shots which shows the audience where some of the music video will be set but also allow the story be told. It shows two boys drinking very early in the morning then as they do a fast forward effect with the sky it shows them still drinking their cans. This then follows on with them making a nuisance in town which explains the fact of why two teenagers would be drinking in the day in the first place. Many close ups and central shots are used to show the characters faces and emotions which allows the audience feel what they are feeling themselves. When the two boys are running through the street of what looks like a town they use a hand held camera to film making it look as if you are running behind in sort of a P.O.V. They have shown the two boys wearing snapbacks and hoodies creating that stereotypical 'bad boys' or even bullies. It also shows the victim of the bulling in smart clothing with a jacket which looks posh, showing the stereotypical 'geeky' boy which then changes as the music video goes on. High angles were used on the boy getting beaten up showing the audience that the bullies (two boys) are in control and are in control (high power). Shots of the guy being bullied shows him working out in the gym learning self defence for his own safety but to also show how he is standing up to bullying. It shows one of the bullies at the end go up to the victim of the hitting to say sorry but how he stood up for himself due to the confidence he had been gaining at the gym through the video. With the shot of the boy who is singing and the girl, editing has been used when the colour of the background changes complying with each time he shakes her. The fire that has been used reflects onto the bully because it has connotations of danger, fear, rage, destruction and energy directed onto the victim. Low lighting on the face when the boy is singing about 'the mistakes' helps create the emotion he is feeling. When the extreme close up of the main 'bully's' eyes and then the low long shot of the victim lying on the floor in pain repeats it portrays the lyrics and the meaning of the song when it says "my eyes are stuck in a gaze, reflecting every more I make".
Below are a list of all the editing techniques that we could use when it comes to editing our music video. However, the main ones we most likely will use that are most common would be cross cutting, match cut, flash cutting, continuity editing and elliptical editing. Cross Cutting - This is where the camera will cut away from one action to another to establish the action occurring simultaneously in two different locations. Jump Cut - Defined as an abrupt transition from one scene to another. The figures within the shot seem to change instantly against the background, or the background changes instantly while the figure stays the same. Match Cut - This editing technique is also known as a graphic match, where a cut is used from one shot to a completely different shot, however the same objects from the two shots are graphically matched to establish flow and continuity. Flash Cutting - This is also referred to as a Short Cut, where a series of editing sequences are used so that the durations of the shots are very brief. Overlapping/Continuity Editing - Cuts that repeat all or just a part of the action, meaning that it will expand the viewing time and plot duration. Discontinuity Editing - This is editing that calls attention to itself. The joining of shots put together are seen as unacceptable within continuity editing principles. However, this technique is sometimes done delibratley so it is more reconginsable. Subliminal Cut - This is known as cuts consisting of only a few shots that are shown so fast that the audience is only subconsciously aware of what was happening. Elliptical Editing - The editors of a movie or a music video will use this editing technique to control the pace of the story. Elliptical editing is defined as allowing an events duration on screen to be a little or a lot more shorter then its duration in story. The most common form of elliptical editing is a cut between two shots, both that will show parts of the same occasion/event. Invisible Editing - This editing technique can also be known as 'Seamless Editing'. This is where the editing is so smooth or there is so much action happening within the shots, that the cuts are not noticed. Split Edit- This is where the video and the audio do not start at the same time. This means that they can both either overlap or are displayed separately making it a delayed edit.
According to Goodwin's Theory, there are several different main principles. One important aspect is the relationship between the music and the visuals. Overall, there are three ways in which visuals are used to promote a song.
Amplify - This is also known as repeatability when the camera shots and images on the screen are manipulated as well as being shown repeatedly through the video. They may use both narrative and performance structures at this point that links in with the lyrics however, it constructs layers of meaning. An example of this is the song ‘bonkers’ by Dizzee Rascal where he is portrayed as an outrageous, wild individual. This is shown through the shots being fast paced representing chaos , as well as the unusual costumes and high key l8ighting suggesting how he sees things in a positive way. Illustrate - This is when music videos will use certain shots and images to explain and express the meaning of their lyrics and the genre. This is seen as the most simplest aspect for a music video to include. One example of this happening is the song 'Fireflies' by Owl City. When we see and hear the artist singing the lyrics ’fireflies’, the words appear on a toy within the boy’s room. It allows for the audience to feel involved with the music video and makes it easier for them to follow along to. Another good example is ‘When I was a younger’ by Rizzle Kicks. During this music video they try to interpret themselves as being young, shown through the use of cartoon sketches in the visuals as well as wearing astronaut suits. Disjuncture - This is described as when the meaning behind the song is completely ignored and they try to create a whole new set of meanings to the song. These types of music videos often don't make sense, for example, Fatboy Slim 'Praise You' where you see a lot of people doing random dances as well as 'Can’t Stop' by Red Hot Chili Peppers. * An example of the relationship between music and visuals is Jessie J’s song ‘Price Tag’. The chorus throughout is typically the same and we see how they slowly start to introduce quick snippets to us, letting us know what is yet to come. Another aspect that Goodwin suggested was the relationship between lyrics and visuals. This is when the lyrics reinforce what the visuals say. This means that during a music video they can never be random or it will make no sense. A good example of this is the song ‘Glad you came’ by The Wanted. You are able to see throughout how the lyrics relate to the visuals. Such as, when the boys sing the lyrics ‘take my hand’ we see how the band members within the video take the woman’s hands. The lyrics are clearly portraying how the band members are pleased that they are with and joined hands with attractive women, as well as enjoying their holiday, partying on the beach. After debating and choosing our song in which we would be producing a music video to, we looked at other music videos within that genre, in this case Pop. This give us an idea of the types of camera angles, mis en scene and editing techniques we could include when it came to ours. In the music video above, the audience are able to see how a fade out is used which straight away focuses on the main two artists who we then expect to see throughout. A close up of their faces are shown to show their serious and innocent expresses at the very start, until the camera zooms out so the audience can clearly see the setting and the fact that they are mixing some kind of potion representing an evil side of them. This is proven by the fact that they continue to look directly straight at the camera not changing their body language or facial expressions. The next shot the audience instantly see how the setting has changed to them within a school. A side angle tracking shot is used of the people within the classroom however, due to the fact that the main artist is not placed within the centre of the camera making her not be the main focus, she is sat to the side looking directly at the camera making her stand out against everyone else. A high angle shot is used within the classroom giving the audience a view of the other classmates as well as their surroundings. Grey dull colours as well as low key lighting is constantly used throughout this video to create a miserable atmosphere, reflecting on the expressions of the people but may also connote mystery and danger especially from the dark makeup, clothes and skulls around the room. The only bright colours that are used is when it comes to the shots featuring just the two main artists who are standing close together. The high key lighting could connote a more cheerful, mischievous atmosphere. Match on action is used when the shot cuts from a low angle on the artist texting showing his dominant power to a phone within a students hand giving information to the audience that the text stated that a party was going to happen. This is in contrast with the shallow depth of field and selective focus used to make the audience look at what they want them to focus on. The fact that black and white is used shows connotations of flashbacks and bad memories. This is reflected when the audience see a long shot of the doors opening and a boy whack the books out of the artists hands. The fact that the doors open could also connote how they are letting the audience into their world. Both the males and females within the video are subverting the stereotypes. The males are in suits and females in dresses that are not revealing. The fact that the male artist is always wearing blue connotes how he is seen as being a cold person. High and low angles are used in one of the shots where they are being bullied to make the bully seem strong and the victim venerable. The fact that they are both featured in the middle of the frame represents how they are both equally important, not one above the other. The audience see a shot of a mini cooper car that makes them stereotypically think of it as a women's car however, the colour of the car is blue which is stereotypically seen as a male colour. This connotes the fact that the car was made for both the artists and the fact that it talks adds to the whole fantasy theme. In one of the last shots, when the guests are turned to stone and the smashed, this could connote the fact that they are destroying all of their bad memories. The fact that the very last shot is of the female artist and showing how she is the only one left standing challenges the stereotype. Rita ora 'I Will Never Let You Down' is another music video that fits under the genre of pop. First of all the audience see a shot of the artists name and the song title. This allows the audience to know straight away what they are listening to. The next shot shows black and white photographs of the singer allowing the audience to recognise her and feel a connection. This black and white editing follows on through to the next shot where we see the artist makeup and hair done to perfection. The audience also see how she has two girls standing behind her either side making her the main focus of the video. The fact that it is done this as well as the way she is dressed makes the audience see her as some sort of role model. This also adds to the fact of what the record label demands relating to Goodwin's Theory. Only females are shown throughout creating the feeling of female empowerment, as well as motifs and voyeurism. The next cut is quick and shows the female artists and her back up dancers in a hallway. The fact that this shot is in colour could mean how they are trying to introduce some shots that are going to be seen later on in the video. The way that this video does flash from black and white to bright colours also links in with the lyrics of the song. For example, "forgot to have a good time boy" is one line where bright colours are used to represent having 'a good time', whereas "you for tired of watching me" flashes back to grey representing the dull mood of that person. This relates back to Goodwin's Theory of the relationship between lyrics and the visuals. The audience are also able to see how the female artists is portrayed as a sexual object here. This may be due to attracting a male audience or the fact that is how most pop songs are represented in order to give an image to the artist. This is also shown through her use of clothing. Her clothes, as well as the two back up girls, are very short and revealing playing on the idea of male gaze and genre characteristics. We notice how the artist is always mainly singing directly into the camera as if she is expressing to us her emotions or addressing straight to the boy she is singing about. The audience see a close shot of the artists lips and see how she is wearing bright red lipstick. The fact that red is used connoted danger and love, two things in which this music video is trying to express. The music video above by Labyrinth and Emeli Sande falls under the genre of dance pop.
The first shot the audience see is very effective due to the fact that its allowing us to see both of the artists and feel a connection with them. The way that this shot is taken with there being one artists playing a piano in the middle of the shot and the female artist on a screen behind is very clever. This is because it makes it seem as if it is a live performance making the audience feel as if they are seeing them in concert. The audience then see from the next shot how the artist roles are reversed where Labrinth is now on the big screen behind and Emeli Sande is on stage singing to the audience. This is effective due to the fact that it shows both the singers are seen as equals. In the next shot the audience are shown the artists in a dark room with a spotlight only on her. This makes the auidence fell in suspense not knowing where the artist actually is as well as being stereotypical from the fact that women are seen as being venerable. By now we are able to pick up the mood of the song and the fact that its about a love story due to the dull dark colours. From the dark room, the very little lighting mainly only spotlights and the dark colours all adds to this mysterious effect of the video. The end shot the audience see both of the artists reflections facing each other. This allows them to show the connection between them and the emotion of the lyrics. |
AuthorGeorgia Reynolds, Amber Teeder, Peggy Horn and Moon Aleston AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
January 2017
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