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.
In the music video Super Bass by Nicki Minaj the costumes used throughout the video demonstrates what genre it is which is pop-rap.
This music video plays on the idea of GAZE (male gaze) due to having men dressed in hardly anything. Not only is it of the men but voyeuristic treatment of the female body has been shown due to Nicki and the backing dancers not wearing much clothing either. The use of voyeuristic treatment is shown through the close ups of Nicki during the music video. These close ups really show off the whole 'fake' video. The music video as whole is portrayed as being fake. For example the fake hair colours, fake backgrounds/location (the pink swimming pool) and the costumes.
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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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