Copyright is an automatic right and arises whenever an individual or company creates a work. To qualify, a work should be regarded as original, and exhibit a degree of labour, skill or judgement.
Interpretation is related to the independent creation rather than the idea behind the creation. It is also a legal concept enacted by most governments, giving the creator of an original work exclusive rights to it, usually for a limited time. Generally it is "the right to copy", but also gives the copyright holder the right to be credited for the work, to determine who may adapt the work to other forms, who may perform, the work and financially benefit from it. The employment of a copyright law on an artists work allows them to have full control over their own work and therefore means the artist fully benefits from any use of their work. The song we have chosen to create a music video to is 'Noserings and Shoestrings' by Nina Nesbitt who belongs to Island Record Label. We had to apply for copyright so that we could use our chosen song without breaking the copyright law. We emailed Island Record label to acquire permission to use Nina Nesbitts' song, as requiring permission was a necessity before beginning the production of our music video. Below is the exact email myself and my group sent to request copyright permission, we sent it on 27th September 2013 at 12:55pm, which is evident below in the email.
Applying for copyright
Typically, a work must meet minimal standards of originality in order to qualify for copyright, and the copyright expires after a set period of time (some jurisdictions may allow this to be extended). Different countries impose different tests, although generally the requirements are low; in the United Kingdom there has to be some 'skill, labour and judgment' that has gone into it.
In order to gain copyright as a group we needed to identify the record label that the artist belongs to, email address, phone number etc. Once we had the contact details of the record label we were then able to contact them to explain who we are and why we want copyright. We explained that we were students from West Hatch high school and for our media A level we need
Dear copyright holder,
We are a group of A Level student’s from West Hatch High School, writing to request your permission for the song Noserings & Shoestrings by Nina Nesbitt. With your permission, we would create a music video for this song, which would part of our coursework.
The song would only be used in an educational context, viewed only by our media class and OCR examination’s officer. It will not be released to a large audience. The audience and your company would of course, be recognised throughout and a copyright notice may be added to our projects if you wish. In this case, you may send us this information.
We look forward in hearing from you,
Kind regards
Daisy Morecroft, Emma Harris, Ella Sutherland & Millie Cooper
A music video can benefit from being diverse however in some cases it can limit the video and the artists success. Diversity means that the video does not conform to steretypical genre characteristics. Directors such as Chris Cunningham and Michael Gondry usees unique themes and concepts in order to portray their artists in unexpected ways, this then enables the record label to have freedom with what they choose to include in the music videos, for example narrative, setting, mise en scene. Artists such as Lady Gaga and Rihanna gain attention and publicity for being diverse. Lady Gaga' extravagant outfits and extraordinary music videos will shock an audience and also appeal them to her as they are intrigued to what she will do next. Rihanna is diverse as she is very sexualised and regularly breaks the boundaries with her music videos. For example her music video of Te amo sees her sexually close to a woman which shows her experimenting which the same sex which is something that an audience would not expect from her. There are many elements of a music video that can make it stand out and be branded as diverse. The mise en scene such as that of Aphex Twin -Come to daddy and the artist representation as in Madonna's frozen video, are both elements in which make it diverse. The genre of the song can also determine how diverse a music video will be. A pop music video would typically be more realistic and subtle as it would be aimed at a younger target audience. Whereas a music video that is of the rock genre may be more unique or diverse as the narrative behind the song is usually dark and mysterious. Furthermore, censorship can play a huge part in the diversity of a music video. If an artist or director choosing to break censorship laws then their video will generally be more unique and therefore may not be shown to all audiences, as it may be classed as disturbing or unsuitable.
Chris Cunningham is a British music video film director and video artist. He was born in Reading, Berkshire in 1970 and grew up in Suffolk. He has primarly directed music videos for ambient music and IDM groups such as Autechre and Aphex Twin.
The video in which he directed for Aphex Twin was Come to Daddy a very shocking and abstract video set in an urban block of flats. The video contains many children with faces of grown men. The video seems like a nightmare and is chaotic throughout. The type of music is techno/dance which is where the visuals are parallel to the beat. The narrative contains an elderly woman walking her dog through dark flats where she come across a broken looking television which eventually comes on showing a frightening image of a man. The Come To Daddy music video is of the dance/techno genre and has a very unique structure as it appears as a short film. It is located in a miserable and urban location that is covered in rubbish. This is unconventional for music videos within the dance/tehno genre as the locations are generally set in clubs/house parties etc, where young people are seen dancing and having fun. The appearance of the location is dark and gloomy and therefore evokes a sense of fear and confusion into the audience. The location would make an audience feel uneasy which is unconventional of a music video as they usually are intended to make an audience feel good and entertain them. There are many disturbing images for an audience within this music video, some including distorted and dysfunctional faces which is not conventional to the dance genre as generally an audience are made to feel excited and happy to watch whereas in this case they may feel disturbed and on edge. The characters within the video are young children who's faces have been replaced with that of one man creating a very abstract figure. The figures are very excitable and run around showing a chaotic atmosphere that is uncontrollable
The Come To Daddy music video has limited elements that coincide with Goodwin's Theory. The only evidence of his theory throughout the music video is the fact that the music and visuals match through the editing of the music video. This is present when the men are seen running. The fact that Goodwin's Theory is not evident in the Come To Daddy music video presents how diverse and unusual the music video is. I feel that this video is diverse and will not benefit from this because as it can be seen as disturbing and will not be a video that many people will enjoy watching however it will gain feedback due to impact it will have on a audience.
Another diverse video of Cunningham's is Frozen by Madonna. This video is very different from her previous video's as she is usually known for meeting conventions of pop, for example dancing and having a narrative within her videos. The video is very gothic as Madonna is seen with pale skin, black hair and black clothing, standing in a static position connoting the fact that she is frozen. The video is 90% performance as she sings continuously and 10% narrative. The narrative element of the music video is only made apparent through the employment of the animals i.e. the birds and the dog. The animals are included to be representative of the gothic atmosphere that is present through the duration of the music video The video is set in a desert where there is nothing other than black animals which mysteriously appear. This video can be seen as boring as it does not follow any pop conventions in order to entertain an audience. The structure and style of this video follow a gothic atmosphere which shows that Madonna wanted to make this video stand out and portray a message which may be mourning and sadness. This diverse video and atmosphere would appeal to an audience as it different to anything Madonna has done before and will receive feedback whether it be positive or negative. Madonna's appearance within the video is unexpected as she is usually colourful and full of life however Her appearance is pale and lifeless, and as she is wearing dark clothing it makes her seem somewhat dull and boring. She also links in with the deserted location she is seen standing in and represents the idea of being alone, and almost frozen from the outside, real world. The audience may also view Madonna as a villain as she seems frightening and ghost-like which may repel an audience rather than attract them to the artist.
Another diverse director is Michael Gondry is an Academy Award winning French filmmaker, whose works include being a commercial director, music video director and a screenwriter.
. He is noted for his inventive visual style and manipulation of mise en scene.
A music video in which Gondry shows his diverse style in Kylie Minogue's video 'Come into my world' which is set in a town in Paris. The song is of the pop genre however it does not conform to conventions due to the editing styles of Gondry. The video follows Kylie Minogue as she walks around town in normal clothes picking up her dry cleaning, which makes
her seem like an ordinary person who the audience can relate to. Having an ordinary character will enable the audience to create a relationship with the audience in turn making the audience feel comfortable. The music video is diverse because throughout the video Kyle minogue doubles and then triples showing her take exact same route. This use of diverse editing is abstract to the eye. In comparison to Cunningham, Gondry doesn't make his video's thriller themed, he just uses editing to create interesting visuals. The visuals are simple however the use of duplicating the artist can create an effect in which an audience may find out of the ordinary and uncomfortable to watch therefore losing the opportunity to entertain.
Goodwin' theory is evident within this video due to the lyrics 'Come into my world' running parallel to the visuals of the artist walking around in her 'world' showing her surroundings and locals suggesting it to be chaotic.
Although there is much going on in the music video, overall the structure of it is 80% performance and 20% narrative. This is due to the continuous singing of the artist showing that she is mostly performing rather than interacting with others which would then be considered as narrative.
There are positives and negatives to having a diverse music video. The positives are that they will attract people's attention because they are different and unusual. Also by having a diverse music video this allows for the artist and director to have more freedom with what they choose to do. However the artist needs to take into account that an audience will find it hard to form a relationship with the artist if their video does not conform to the chosen genre characteristics.
The white stripes- The hardest button to button
The video that accompanies the song The Hardest Button to Button can be seen as diverse due to its unique camera shots. The genre of the music video is alternative rock which is shown by the many conventions throughout. For example the artist's wear black and red clothing which connote a harsh and mysterious atmosphere showing the rock genre. There is a heavy use of instruments throughout the video which is conventional to the rock genre as artists generally use their instruments to take out any bottled emotions they may be holding in.
The main shots of the video included in the music video are straight cuts, therefore the shots are extremely jumpy. On each of these transitions the amount of a certain item is increased. This is an extremely unusual element for a music video, but however follows the style of Gondry.
This music video shows the artist's playing their instruments within a London park, they are pale-faced and bare foot. Their appearance is edgy however very conventional to the genre of Rock. The colours of red and black appear continuously throughout the music video. Together these two colours can connote anger and danger which may be a certain feeling that these artists intend to portray through their music.
Goodwin's theory can be highlighted in this particular video as the beat of the song coincides with the straight cut transitions as another instrument becomes introduced to the shot. The use of special effects throughout this video create diversity due to the illusions that are created when the female artist and her drum kit are duplicated several times. This links to Gondry's directing style within Kylie Minogue's video 'come into my life' as Kylie is seen many times within the same shot which an audience will find impressive and alluring. However in turn an audience may also find the directing style unrealistic and too abstract therefore losing the entertainment quality in which it intends.
The structure of the video is predominately performance as their is no clear narrative or concept other than that of the movement through town of the artists. Both artists perform within the music video which is conventional to the rock genre as artists generally play their instruments continuously throughout a performance as well as singing to an audience or camera.
Through this technique of performance, a relationship is created between the artist and an audience, however due to the lack of narrative the video proves to engage an audience and may only appeal to a niche audience who enjoy rock performances.
The artist's personalities fail to appear within this video due to the abstract camera work and structure therefore diversity has not worked in the favour of this video as it has resulted in lack of relationship between the audience and the artist.
I think that researching into diverse music videos has given me and my group ideas about different styles that we can use for our music video. I found the diverse editing styles of Gondry interesting and a good idea for our music video as we could show our main character several times showing his many states of mind.
The
MTV's target audience is the youth aged from
12-24 years. MTV is a cable and satellite television channel that broadcasts
popular music and promotional music videos. It was launched in 1981. . Young adults 12-34 name MTV as
themost recognized
network. MTV is the best way to connect with 12-34’s who are 91 million strong
and growing, and represent 33% of the U.S. population. They look to MTV to find
out about their world in their language, from their point of view. MTV plays up and coming popular music that
features music stars of recent weeks. As the target audience is young and
current, the music channel needs to play music that will be recognized by their
audience. As young people nowadays have the ability to access new songs before
their release date allowing them to have knowledge before the rest of the
world. Therefore MTV needs to keep up to date with what they show in order to
keep their audience interested and not allowing them look elsewhere for their
music video fix.
Rhianna is featured on MTV on a regular basis, as
she is very hip and modern. Rhianna is controversial which is interesting for a
young audience; she is always pushing boundaries, which also excites an
audience. Rhianna also wears shocking clothing and sometimes very little which
sexualizes her, making her someone that girls admire and boys fancy.
Lady GAGA is also an artist that is frequently
shown on MTV due to her eccentric personality and character. She also pushes
the boundaries and receives very mixed reviews from audiences. Lady GAGA feels
that any publicity and attention is good and that she is promoting herself by
doing this.
Adele is also shown on MTV frequently because her
songs allow escapism as they are very emotional and allow an audience to relate
to the situation in which she is singing about. Her lyrics are very meaningful
and describe situations that many young people find themselves in; also it
makes a change from upbeat songs and gives the audience a more laidback
viewing. MTV is branded and promoted by its sister
channels of MTV base, MTV dance. These channels allow MTV to show all kinds of
music videos therefore allowing them to be seen by a wider audience. The logo
was seen on the JACKASS film therefore everyone who went to watch the film
would have seen the logo. Throughout MTV’s early days the channel’s main logo
it was a large and yellow ‘M’ with red letters but unlike other network logo’s,
MTV’s logo was constantly changing as it adapted and morphed with different,
colours, patterns and images. The bold colours would catch an audience’s eye
especially a young audience as it connotes fun and happiness. The big ‘M’ shows
a bulky and confident logo which gives the impression that MTV have a lot to
offer as a music channel.
VH1
The target audience for VH1VH-1's aim was to focus on the lighter, softer side of popular music including
such musicians as Olivia Newton- John, Kenny Rogers, Carly Simon, Tina Turner, Elton John, Billy Joel, Eric Clapton, Sting, Donna Summer, Rod Stewart, Kenny G, and Anita Baker, in hopes of appealing to people aged 18 to 35, and possibly older.
Also frequently featured in the networks early years were "videos"
for Motown and other 1960s oldies consisting of newsreel and concert footage. It was introduced on January 1, 1985 with the video
performance of "The Star-Spangled banner"by Marvin Gaye. From the start, Video Hits One
was branded as an urban version of its sister/parent channel. It played more
jazz and R&B artists than MTV and had a higher rotation of
urban-contemporary performers. The logo for VH1 appeals to the
target audience as it very bold and colourful. The bright colours of yellow and
pink connote a fun and happy atmosphere that will entice an audience when they
are feeling dull on a day where the weather is dull. The cube shape looks like a video game that is
also fun. The logo shows the kind of expressive and up to date artists that
they have on their music channel. Artists such as John Mayer, The
Roots, Macklemore, Robin Thicke. These artists make chilled music with an
exciting edge that will suit the expectations of the target audience of 18-35.
However they do include artists such as Justin Timberlake and Neyo to show that
they still associate themselves with current and famous musicians. The music
channel is aimed to be watched by adults therefore they may have it on in the
background when cleaning or socializing therefore their needs to be a chilled
and happy ambience.
BOX TELEVISION
Vincent Monsey and Liz Laskowski launched the Box Channel
in the UK in 1992. Then in 1996 Emap bought The Box and increased its
distribution across the whole of the UK.
Box's sucess was so strong that Emap wanted to expand
the offering and so launched five new channels that mirrored Emap's music
magazine and radio brands. Kiss and Q were set up in 2000, and Kerrang!,
Smash Hits and Magic were established in 2001 - all available on Sky and
Virgin.
One year later The
Hits launched on Freeview and Sky and Cable by 2005 it was the UK’s most watched music TV channel – outstripping MTV.
In 2007 Channel 4, keen to strengthen its music TV output and recognising the
significance to its key audience, bought 50% of Box TV. In 2007 Emap sold
its 50% share of Box Television (along with its radio and magazine business) to
Bauer Media, now Box Television is a 50:50 joint venture between Channel 4 and
Bauer Media.
The BOX plays
fresh and upcoming music that will be well known by everyone. Their target
audience is aimed towards teenagers and young adults. This is because their
music is current.
Kiss is known mainly as a radio station, which plays Hip-hop, dance, house, garage and R&B but is also a music channel which follows the conventions of the station in regards to genres promoted. Kiss has sister stations including: Kerrang Radio, The Hits, Heat, Smash Hits and Planet Rock all of which are well established. This station appeals to a large target audience of around 10-20+ Although manly aimed at teenagers and young adults kiss targets adults and their trust to therefore allow their children to listen to the station for example on the way to school in the car. Therefore, Kiss has a large number of audience members. This is useful when wanting to be the biggest radio station and music channel. They play many current artists such as Drake, Katy Perry and Jessie J. Their logo is a light blue which connotes a chilled and laidback atmosphere therefore this is aimed towards an audience who will enjoy to listen to this station to make them feel good about their day.
Kerrang is popular amongst people aged who enjoy music of the rock genre. The channel promotes many unknown Rock artists in addition to Rock classics. Kerrang plays old and modern rock from bands such as Metalica to My Chemical Romance. It has anaim to promote new rock artists and therefore create more listeners of less recognised bands. The logo for Kerrang appeals to their target audience as it is in the design of a typical heavy metal with the black background, a colour often associated with rock music due to the bands clothing.The capital letter suggest the music is loud and bold therefore it will not be background music and therefore for people who enjoy powerful music. Kerrang also have a magazine that will be aimed towards an audience who currently enjoy the music channel because it will feature news on bands that fall under the rock genre, interviews and upcoming music.
Why do you think MTV is broken down into different channels (base, hits, dance, rocks and classic?
By MTV having various channels consisting of diverse genres including base, hits, dance, rocks and classic it widens their audience and caters for each individuals music taste. This is why there are hundreds of various channels, in aim to please and serve the audience to therefore increase views/listeners, which in turn makes the artist more appealing and profitable. There are many different channels which include different music for everyone's style therefore there is something for everyone. Furthermore music channels are generally where most people first see music videos therefore if the channel shows all different kinds of music videos then a wider audience is more likely.
The members within my group are myself, Daisy Morecroft, Ella Sutherland and Emma Harris. I chose to work with these people as I havent worked with them before and we also had the same ideas for our music video. We enjoy listening to the same kind of artists such as Nina Nesbitt, Ellie Goulding and Jessie J.
We all have different qualities that will make our music video successful. Daisy is passionate about performing and will be the main character (artist) in the music video. Ella and Emma are also very good at editing and camera work and their skills will benefit the production process. Finally I am good at directing and planning, I feel as though I could put together a schedule that would be suitable for every member of the group, sorting out shooting locations and transportation. This is why I think my chosen group will work well together and create a successful mucis video that meets the genre conventions.
In our first group meeting we discussed the kind of genres that we would like to follow for our music video. We had the idea of Indie, Pop and Dance, however we came to the conlcusion that an Indie genre would fit best to the type of songs that we were bringing to the table. We had a few artists in mind such as Jessie J and Nina Nesbitt because of the way in which they present their feelings in honest ways through the lyrics they write. We chose Nina Nesbitt because she is an alternative artist and has a niche audience which will allow us to make a music video that is targeted at a specific type of people. We also thought about the narrative of the video and we chose to follow Goodwin's theory by having a connection between the lyrics and the visuals. We chose to show the artist singing about a relationship that is deteriorating due to the boy's lifestyle which includes drinking, drugs and ilegal activity. We discussed many locations that would fit our narrative. These include
Southend- arcade and beach
Camden lock
Skate park
Bedroom (white wall)
We wish to shoot at a
quirky seaside location with traditional romantic beach shots and also an
arcade, possibly in Southend on Sea or Brighton which is fuelled by young
people, also appealing to our target audience. We aim to capture a raw
performance in regards to our artist. We have initially planned to shoot the
artist miming to the song in front of a blank white wall We also would like to show the boyfriend at a skate park smashing up a guitar showing his aggressive and uncontrollable side, these will match the lyrics of 'live fast and die young', showing he is not afraid of dying and he rebels against society.
In regards to costume we want to show a vintage atmosphere. We want the female character in the music video to wear a floral skirt with a baggy band t-shirt, a studded leather jacket, polished brogues and tights topped with messy hair and simplistic make up. Furthermore we would like the misguided male character to be dressed in a vintage shirt, a denim jacket, chino trousers and rugged trainers.
Iconography will include:
alcohol bottles, cigarettes, cards, lighters, skateboards and an old
guitar.
We picture our artist to dress
very plainly in a white t-shirt or floral dress with eyeliner and a faded
lipstick to establish her image. Iconography for the artist will only include
the guitar she is playing.
Artist
representation Style of music video: Our video
will be divided between a high narrative percentage (70%) and a performance
element too (30%) A concept element is not necessary because we are not aiming
to sell our audience an idea or theme. Our narrative consists of a deteriating
relationship between a male and female actor due to the males alcohol
addiction... It will support the lyrics "He's just misguided I think" and "He
wears a bottle inside his vest" Artist will be singing about
the couples relationship.
Conventions of Indie Music videos -Use of instruments such as guitar
Editing
Slow editing to start
We Found Love
inspired time-lapse included to establish the couple arguing over his alcohol
consumption (people/cars/general life moving in a fast motion as opposed to the
couple in real-time)
Fast-paced editing at
the chorus which is only slightly faster than the verses
Mise en scene editing cinematography music video theory artist representatiom style of music video target audience research carried out/ music video codes and conventions of indie
Target audience- female teenagers/ young adults research of southen time lapse Goodwin theory
Group meetings and discussions
individual feedback from the individual analysis of the chosen music genre and ideas gathered
discussion and ideas of the outline of the music video
storyboards
moving forward to the next meeting and planning the micro elements in more detail
In the research into my chosen music genre I have identified that indie music videos have never been about success but more about the music and the passion that people have to perform and play. Live performances also promote the artist as people will realise how natural they are and that they can actually sing well and sound the same when live. It takes a lot of skill to to play an instrument and still perform so the live performance option highlights artists talents in a good way and can therefore attract an audience. I shared this information with the other members of my group and we decided to include a live performance within our music video. We will have the artist singing and playing the guitar to the camera. This will be stereotypical of the indie genre. Indie music videos are also known for the diverse mise en scene including costume, setting, make up and props. We have chosen to dress the character's and the artist in retro indie clothes. These will be memorable looks which will give the artist attention from an audience making them fresh in their minds.
In our second group meeting we analysed the lyrics of our chosen song an decided what location would suit different parts of the song. We identified the fast and slow parts of the song also which would help us determine what scenes to include at different parts of the song. We decided to begin the song with polaroid pictures of the couple which will immediately inform the audience of the characters relationship therefore they will follow the narrative.
We decided upon ideas for a number of the micro-elemtns which included; mise-en-scene, cinematography, editing, style of the music video, target audience, music video theory and research carried out/music video implications. Elements of mise-en-scene we discussed that we wanted include was; a guitar, as the song is of an indie genre, therefore we wanted to follow various typical conventions, vintage clothing as people who are interested in Indie music tend to wear this style clothing, therefore it is conventional. Locations that we discussed we could use were; Camden, as it is typical for indie alternative artists to busk on the streets of Camden, Westminster, Covent Garden, Brick Lane or a Shisha place as these are all popular locations that would provide our music video with a busy, lively surrounding. Also we had the idea of using Daisys' bedroom as the location for the artist to perform. We could therefore include a green screen so that we could employ effects behing Daisy whilst she is singing. As a group we also had an idea of using an open top bus that would travel through London as it is quirky and fun, and would therefore appeal to our target audience of teenagers/young adults.
As a group we decided upon an idea for the cinematography element of our music video. We was inspired by Miley Cyrus' Wrecking Ball music video and have decided to include a close up of Daisy as the artist infront of a white wall. She would be singing along to the lyrics and therefore the audiences attention will be kept on her. For the editing element of our music video we decided that we want to try and incorporate a time lapse, which we was inspired by in the Rhianna 'We Found Love' music video. We think that it will appeal to our target audience as it will enhance their interpretation of our narrative and also their experience whilst watching the music video. We also discussed as a group that we want to include a black and white effect to portray to the audience the scenes that occured in the past. This would therefore allow the audience to understand the narrative in more detail.
Explain what you discusses in your first meeting (Choice of songs, artists, annotating lyrics, etc) - go into detail of the discussion that your group had
Discussion of A3 paper and ideas gathered (also take a picture of the A3 paper, to show as evidence)
Moving forward to the next meeting (researching into the chosen music genre and starting to consider the outline of the music video)
In this meeting we also discussed an idea for a panning long-shot consisting of the artist busking at a train station then for the couple to enter the shot and give the artist money. This shows a relationship between the artist and the couple whilst establishing that the artist is singing about her audience, therefore making her a more relatable figure, something we wish to achieve.
Music videos appeal to audience's through the micro-elements of media, cinematography, editing and mise en scene. A music video generally has a narrative in which is told to either entertain an audience or it is seen as a chance for the artist to push a point across. Depending on the genre of a music video, the micro elements will differ as to appeal to certain audiences, therefore the nature of the content will be different from a Pop video to a Rap video. Music Genres
Pop
RnB
Dance
House
Indie
Rock
In the early days of music there was very little variation of genres however towards the 80's and 90's where there was a huge development within music there was more genres created as there was the realisation that people had different tastes in music therefore genres such as Indie and RnB were introduced for the niche audiences.
For example Drake's video for -Over is a Rap video which includes many special effects, fast paced editing and exciting visuals. This is because the target audience for Drake is young people between the ages of 15-25, therefore they expect a music video that shows the Artist in a very powerful position as they look up to him as he is successful within the industry.
1.) At the beginning of the music video the editing is very slow which shows a journey Drake has been on to get to this point in his career. This supports Dyer's theory that the artist use to be ordinary and relatable. Drake's video Over has many technical elements as it is a Rap music video which shows the transformation and success of his music career. Similarly 'Club can't handle me' also has many technical elements in the music video as the setting is a club which intends to have an exciting and fast ambience. The music video also shares the use of slow editing at the beginning, however this is used to show the expensive materials shown in the mise en scene for example the extravagant cars and vip entrance to the club. There is also slow editing in the third video I have chosen to analyse '30 minute love affair' by Paloma Faith, this is because the music video has a narrative before the music starts. Also the song is very emotional and the slow editing sets the emotional atmosphere that the music video will follow. The first two videos Over and CCHM use the transition of fading in and out of shots which create dramatic effect before the music becomes more upbeat. '30 minute love affair' has mostly straight cuts as her music is more alternative because the central focus is on the lyrics to the song rather than the action within the video. In all three videos the pace of the editing increases as the chorus begins and the song has come to a climax.
Drake's video 'Over' uses many special effects to make the video interesting and visually excting. These effects include colour tings of red, yellow and blue. These may show the way in which Drake feels in his personal life which is what inspired him to write the song. These special effects are used slightly in the other two videos also, a royal blue clour is used in CCHM to show the wealth amongst the characters. Secondly a red tint is used in '30 minute love affair' to show how the main character is heartbroken and angry at her lover. The use of shadows are used in both Over and 30 minute love affair to show how both characters feel as though they are different to who they use to be and their shadow connotes their past and who they use to be. Drake use to be a rap artist trying to make it and the shadow in the video shows this. Paloma faith's shadow shows how she use to be happy and in love with her love however that is different now and her shadow also represents her past relationship. A very effective technical element that is only included in Drake's video is the use of the Mirror Shot. This shows the same image of Drake opposite each other, this shows how Drake is evaluating himself throughout this song, how he progressed and there are so many more people In his life.
2.) All three music videos have very different audiences in which they aim to appeal to. Drake's audience are both genders, predominately male between the ages of 16-25. This age group need to be entertained and excited by the music videos through technical elements and special effects. In comparison David Guetta appeals to a wider audience as his music is very conventional of the dance genre and many people enjoy dancing at parties and clubs. Therefore his music video's aim to an audience of both gender's and of ages between 13 and 35. To appeal to this audience the music video will need to include fast paced action In exciting and extravagant settings that many people would wish to be. Thirdly Paloma Faith has a niche audience in which she appeals to which is mostly females between the ages of 16-30, this is because she sings about mostly heartbreak and relationships which many women would be able to relate to. Her music videos appeal to her intended audience as she always looks attractive which makes her admirable and they are very narrative based which many women will be able to relate to having past relationships.
3)
The audience builds a relationship with the artist through either relating to the narrative
of the video or enjoying the artists performance within the video. A relationship between the audience and the artist is very important because this is how the artist will become successful through sales as fans will continuously go out and buy any singles or albums that the artist releases. Drake creates a relationship with his audience by writing songs that will be relatable within young people's lives for example relationships, sex, friends, drugs, partying. David Guetta creates a relationship with his audience as his music is catchy and memorable which will stay in an audience's head and continuously make connections with the artist. Paloma faith creates a connection with her audience as she sings about her life and the ups and downs she had faced. She mainly talks about relationships and how they have either broken her heart or changed her for the better. Many of her audience can relate to her lyrics as they have endured these type of events in their lives therefore they may see her as advice they have been looking for. The audience are also able to make a connection with the artist as they are the main focus of the music video and all the other characters are made to be under shadowed. For example in the video 'Over' there are black shadowed people next to Drake which connotes their meaningless and anonymous profile. Similarly the women dancing in the background of the video are unnamed and there for visual purpose only. Their bodies are attractive to the eye and their faces are covered in order to divert attention from them as an important character. This is conventional for a rap video as the artist is generally known for being sucessful with women and having many around them.
Artist's also create a relationship with their audience they will show an intimate relationship which will allow the audience to witness the artist in a vulnerable situation making them likeable and relateble. Drake is seen here in a split screen close up shot showing the troubled pair. In this shot the woman's face is clearly seen looking straight at the camera whereas Drake is looking down to the floor which shows he cannot deal with the situation. There is a low angle of Drake sitting on the bed which shows low status and suggesting a poor lifestyle at first showing that his road to success through his career. There is also a high angle shot of Rita Ora which shows she is innocent in the situation and she is precious to Drake showing she has power of him and has high status in his eyes. There is a dimmed light as Rita Ora leaves showing that real people in Drake's life are leaving showing shallow focus. These images and frames show Drake's current romantic situation in which many could relate to and therefore have a relationship is created. There are also black shadowed people which shows them to be meaningless and anonymous to Drake compared to his love interest.
There are woman dancing in the background which is common for a rap video, unnamed and her face is covered showing that her body is the central focus rather than her face and personality.
red, white and black costume shows the different sides to him
White costume in the bedroom
City projected onto his room, success
Similarly Paloma Faith shows an intimate relationship in her music video 30 minute love affair. She embraces him however his profile is kept hidden which will allow an audience to focus on Paloma's thoughts and feelings alone.
4.) These videos have given me a lot of inspiration for my music video in the sense of technical elements. I like the use of tint to connote certain feelings especially in the Paloma Faith music video. As our chosen video is about a relationship in which deteriorates I feel that the use of a red tint would work very well. In Drake's video Over there is also a time lapse which shows Drake standing on his own whilst many people walk very fast past him, showing that time is going quickly and Drake is still in time. I feel that this would work for our music video as we could have the two main characters who are a young couple having an argument. As they stand having an argument in the moment, people will walk past very quickly showing that they are so consumed with their relationship that they
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Mise en scene
Black shadowed people which shows them to be meaningless and anonymous
Woman dancing in background is common for a rap video, unnamed and her face is covered
red, white and black costume shows the different sides to him
