Research- Analysing Music Video 1 (Performance)

Girls - 1975

This is the establishing shot of this video. Just from the very first shot of the band we can already tell it's going to be performance based as the whole band is there with their instruments ready to perform the song. There are parts of the song where the band isn't featured and other female actors are in their place but the majority of the video has the band performing or single close up shots of the lead singer (pictured below.)

There is a particular part of the song where these 3 shots are repeated every time when there is a certain trio of notes played. This is the only repetition in the song and this helps me with planning my music video as it means I can have some parts of my video being repeated and it will still work and not look too repetitive as its only 4 seconds of shots (maximum) actually being shown over and over.

The framing and angles in this video are very much the same. When the band is playing they are the only ones in the frame and the angle is head on. When the lead singer is on screen he is in a close up head on shot and he is also in centre frame. Having him on his own and centre frame makes the audience distinguish and realise he is the lead singer of the band.

The band is the replaced by girls. I think they have done this because the song is about and is called 'Girls.' In my opinion I think this is a very clever link with the visuals to the lyrics/song name. 

Near the end of the song there are a few very voyeuristic shots involving the girls being half naked. I think the band have done this to link with Laura Mulvey's theory of 'male gaze' and to attract the male audience as the band sometimes attracts more females than males. I would not use these types of shots in my music video but I think they are very eye catching and keep the consumer interested.

Research- Performance, Narrative and Concept.

Performance concept and narrative from CharlotteBeadle

Research - Codes and Conventions.

Planning - Locations.

For our music video I would like to film it in a unique location such as an abandoned warehouse/building. I think this location will benefit us as we will have a lot of space to move around and get some good camera angles and also it will give a good backdrop in the video. This location will also match our chosen genre as many other existing music videos of this genre are filmed in an abandoned place with added lighting.  I would like to try and organise and find an abandoned warehouse to film in as it would fit our genre.

For example, All Time Low - Kids In The Dark music video is in an abandoned building with backlights. 

Another example is a music video by You Me At Six - Lived A Lie.

Research - Analysis of chosen artist

Institutional Research 5

I have been searching for a more independent and small institution and I come across a music group called 'INgrooves.' This direct has a relationship with YouTube and works with an artist to deliver their music videos to a vast network of streaming and download retailers such as VEVO.

This would be a good institution to consider as they mention on their website they distribute globally and how they have many connections to other digital and physical outlets such as Guitar Centre and Urban Outfitters.

As a result of this I do strongly think my music video can be enjoyed and consumed globally by any race, any age and by anyone anywhere in the world if it is their preferred genre and they like watching music videos.

For my advert I think I would use 'Indie' magazine. It is an independent style magazine and I think my advert would consumed and acknowledged in this small institution's magazine because it will have a small fan base who will read just about everything in this as it'll be what they are interested in my advert would stand out from the style information. With it being a small independent institution I think they will be more welcoming to my advert as I am also a small independent director who wants to get their star image known. They would be cheap to advertise in unlike other big magazine names such as Kerrang! or Q. To make my advert more appealing to this magazines audience I could dress my star image in some of the clothes that are featured in this magazine. This would attract people to the fashion and also make them want to read about who is wearing the clothes and this will maybe get them to watch my video.

Institutional research 4

Institutional Research 3

Institution 3 from CharlotteBeadle

Institutional Research 2.

Where online can you watch music videos?

As a result of the rise of the internet and this generation being very technologically advanced it seems apparent that the most popular way of watching music videos nowadays is on YouTube.

There are over 27 different music channels on YouTube from Christian music to Indie rock music channels.

YouTube is a great way for smaller bands/artists as they can post their music videos and will hopefully get some recognition either from a record label or a new fanbase. Popular artists with a large fanbase can also post videos of interviews etc. to keep their fans updated and active. It allows fans to watch their favourite bands music videos or listen to them for free this is another major reason why Youtube is so popular as many music sites/apps have a price on them now.

Another popular way people consume music is through iTunes. iTunes is more artist friendly as you have to pay for the songs/videos/albums. This is a better for artists as they get money from the fans purchasing their music which means they can develop their music further with the income from the sales. iTunes is basically the same as YouTube in the way it has many different genres and millions of artists but with iTunes you have to buy and download the songs.

I think I will use the YouTube logo on my digipak and let my target audience (TA) know my music video will be available on YouTube. They will then be more interested in watching it as they know they will not have to buy and download it. Putting my video on YouTube instead of iTunes will give me an opportunity to widen my TA. This research has influenced my planning as it has given me an insight on which institution would benefit me more than another.

Institutional Research 1

Target Profile.

My target audience (TA) is both genders aged 14-21. I have chosen this age group for my TA as I think they are the people who listen my chosen genre the most and are the ones who will actively watch my music video and be interested in what my music video is about. My video will be fit for any race in this age gap as it will not include anything offensive or anything related to the history of a certain race of culture. I do not think it will be suitable to show outside the western culture as it will have shots of a male and female being intimate (hugging and possibly kissing) which I know isn't allowed to be publicly shown in some cultures/countries such as Dubai. Although my video will be for both genders I think it will appeal to females more as males sometimes aren't attracted to a love story video but if they like and listen to the band then they might want to watch my video.

I found that the music channels my TA watch are mainly  MTV, Kerrang! and Scuzz.

Word cloud.

Above is a word cloud of some of the terminology I have learnt so far from doing this task.

1975 Mood Board.

Chosen Song.

The song we have chosen to use is Settle Down by The 1975.

Below are the lyrics and existing music video of our chosen song. We have chosen this song as the lyrics can be used to help us with creating a story in the video.

A soft sound
To the way that she wears her hair down
Covering up her face.
And oh what a let down,
And I don't seem to be having any effect now
Falling all over the place.

But you're losing your words
We're speaking in bodies
Avoiding me and talking 'bout you.
But you're losing your turn
I guess I'll never learn
'Cause I stay another hour or two.

For crying out loud, settle down!
You know I can't be found with you
We get back to my house
Your hands, my mouth
Now I just stop myself around you.

A small town
Dictating all the people we get around
What a familiar face.
Do you get what I mean now?
I'm so fixated on the girl with the soft sound
And hair all over the place.

And you're sure that I'd learn
I'm pushing through bodies
Avoiding me and walking 'round you.
And you're cold and I burn
I guess I'll never learn
'Cause I stay another hour or two.

For crying out loud, settle down!
You know I can't be found with you
We get back to my house
Your hands, my mouth
Now I just stop myself around you.

A soft sound
And to the way that she wears her hair down
Covering up her face.
And oh what a let down,
I don't seem to be having any effect now
Falling all over the place.

But you're losing your words
We're speaking in bodies
Avoiding me and talking 'bout you.
And you're losing your turn
I guess I'll never learn
'Cause I stay another hour or two.

For crying out loud, settle down!
You know I can't be found with you
We get back to my house
Your hands, my mouth
Now I just stop myself around you.

For crying out loud!

Copyright Permission.

Here is an email I sent to the record label as my group wanted to use one of their bands for our music video.

Developing Skills; Final Cut Pro-X.

After I had filmed a few shots around Sixth Form we had to then upload them to Final Cut Pro-X. I found this task to be quite hard as a whole as this software was totally new to me. I learnt how to cut clips using the B and A on our keyboard and how to add text and different effects. I definitely learnt a lot and developed my editing skills as I had no idea what to do when we first uploaded the clips.

From the screen grabs you can see me successfully cutting a clip short and adding an effect to another. I did enjoy learning the basic skills for using Final Cut Pro-X and I look forward to developing these skills further to achieve a well edited music video at the end.

Developing skills; Filming skills.

(camera- Panasonic DMC-FZ62, set on P, AVCHD)

I enjoyed trying out filming around the school and sixth form block as I learnt how to use the tri-pod properly. We used this setting as it enabled us to take photos alongside filming. The filming feels different to photography as there are more factors that you have to consider such as waiting 3 seconds after pressing the record button so it starts recording properly and doesn't cut the first few seconds of your video off. You also have to make sure your tri-pod is sturdy as you don't want the shots being unsteady. We had no planning or story boards prior to this task so we had to be creative on the spot. We had no problem with being creative and I did enjoy doing this task as it showed me the basics of filming so I am prepared for the proper filming of my music video in a few months.

Research: Chosen Genre Inspiration.

By researching my chosen genre representation it has inspired me as to how I need to design the merchandise for our star image if we decide to create and design some. The merchandise needs to be bright and quite cheap as my target audience (TA) is younger people and they obviously will not have a large disposable income unlike an older target audience. As a result of our video being in black and white I think for our merchandise we should offer mostly black and white coloured clothes, like shown below. I think having a simplistic design at a cheap price will be beneficial as our TA will not have lots of money to spend on expensive merchandise so it is more likely that our merchandise will be bought quite a lot. I am going to do some target audience research about my TA's preferences in regards to what type of merchandise attracts them.

Initial Research Ideas. - Chosen genre.

Artists I am currently interested in:

All Time Low 

You Me At Six

Bring Me The Horizon

Neck Deep

Oasis

The 1975

Panic! At The Disco

Enter Shikari

Deaf Havana

Bastille

Drake

Frank Hamilton

Chosen artist - All Time Low. 

All Time Low have a total of 18 music videos and have been together since 2003. They have had 7 album releases;

The Party Scene- 2005

Put Up Or Shut Up- 2006

So Wrong, It's Right- 2007

Nothing Personal- 2009

Dirty Work- 2011

Don't Panic- 2012

Future Hearts- 2015

Their music is distributed mostly on Itunes, Spotify and Youtube. I first found their music on Youtube. They have a website which includes a shop selling a range of merchandise, and information on upcoming tour/gig dates. The two most recent albums, Don't Panic and Future Hearts both have digipaks whereas the older albums do not.

Their products such as albums and merchandise appeal to me as they are my favourite band so straight away they're new releases and merchandise will appeal to me. I think their music appeals to a younger target audience, teenage girls about 14-20. I think this is their main target audience (TA) as they are a group of good looking boys who produce pop punk.                                                                                                                 

Their website is very attractive and eye catching. It is full of their music videos and photos/videos from their tours. They also have a fan club available that you can join, 'ATL Hustlers'. This exclusive fan club definitely attracts the younger TA as you pay $25 membership and you get access to online chat rooms with other 'hustlers' an All Time Low t-shirt, wrist bands, first access to pre-sale tickets and also chances to meet the band.

My chosen genre is pop-punk/Indie. I have chosen this genre as it's the music I listen to so it will make it easier to create a star image for the music video and know what locations to film at that will best fit the genre. 

This research of a band with my chosen genre has inspired me as now I have expanded my ideas of what type of merchandise I can design. Also, watching some of their videos has given me ideas as to what angles and transitions I can use to attract a similar target audience.

Responding to the brief.

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• A website homepage for the band;
• A digipak for the albums release;
• A magazine advertisement for the digipak.

My response to this brief is that I am looking forward to this task. I am very interested in music, especially genres such as pop punk, indie and rock. I am hoping to include a song from one of these genres in my music video. I am also looking forward to the process of filming and editing the video as I will be learning a lot of new terminology and skills from this process. I will enjoy this task as I am planning to work with a peer who is interested in the same music as me.