PLANNING: Final Song Choice

Ellie Goulding - Guns And Horses

We have chosen this video as we think we can add are own unique twist to it as the video is quite boring and not appealing. We would also like to change the target audience for this song to a more younger target audience.

The genre of our music video is Folktronica, folktronica - is the cobination of folk music and and electronica. This genre contains acoustic instruments, stringed instruments (e.g. Guitar, Violin). Moreover it contains the hip hop and dance rythms.

Also this music video is also a  electopop and electronica.

PLANNING: Copyright Clearance For Chosen Song

As a group we have produced a letter asking to obtain copyright for Ellie Goulding - Guns and Horses. As we would like our artist to use the song but make it their own for their target audience.

PLANNING: Short List Of Potential Songs

The songs listed below are some of our choices in music videos, and the reasons for which we chose them. We then chose our most favourite and the song in which we thought had most potential.

Ellie Goulding - Guns And Horses:

Ellie Goulding - Lights:

Florence and The Machine - Shake It Out:

Paloma Faith - Picking Up The Pieces:

The songs listed above all have a similar genre and has a London theme, in which is easier to recreate, and make it our own.

RESEARCH:The state of the music industry

At the moment the music industry is in turmoil. The Music industry is no longer making as much money as they used to do.

Why is this?

 Simply because of the broad use of digital downloading. Consumers no longer pay for songs as the vast majority choose to illegal download through file sharing networks. However the music industry and artist do make money through Itunes.

Itunes is a legal digital downloading site, made by apple. As a way to add music to their portable hardware device known as the Ipod. Itunes sales songs to the consumer at 79p but apple takes 20% (13p) away from the original selling price. That is an example of how the music industry get their money, even though it is a small amount this is particularly useful because the music industry is still receiving a form income.
However, this is not the only form of receiving income as there is the 360 degree deal. This is a deal made with the artist and the record label. This is where the record label supports the artist financial and then take a percentage of the money through: sales of songs, merchandising, tours, signings, gigs/ concerts and TV appearances.

 Another form where the music industry makes money is when that artist makes products such as headphones. On fine successful example of this is Beats by Dr Dre. The headphones are made to enhance the way music is being listen every beat, every rhythm and sound. Artists have made custom versions for their fans, for example Justin Bieber has created one for his fan base.

Moreover, artist try and stimulate sales through CD's by making the packaging appealing for the consumers. For example, Katy Perry had her Album smell like candy floss due to her well known hit. California Girls where it is set in candy land. Another example is where artist/bands add posters, lyrics or history of the music within the packaging (this is mostly seen in Soul Jazz music) Stimulating sales through this method is a form of USP - unique selling point. Instead of the consumer paying for the song they are paying for the add on's and for the attraction.

In the music industry there are 3 major labels are:

• Universal music group
• Sony music group
• Warner music group

The state of the music industry, THE BIG 3, Who owns who? What owns what? Who is signed?

RESEARCH: Skills Audit - Research Development

Since my AS year my research skills have improved and developed, as now I know what I must be looking out for and what information to include. E.g. Using a source and taking key notes in which I then use in order to discuss a particular issue.

In addition I have decided to take more of an interest in music videos and to watch as many as possible, as this will help me with the production of my own video. Whereas in my AS year I didn't take much responsibility into looking at a wide range of thriller openings, as I have learnt looking into a wide range of genres of music videos it gives me a clearer understanding of what is expected in a music video and how I might go about mise en scene, camera shots and editing for my chosen song. Whilst looking into a wide range of music videos I also look out for key technical features in which are embedded into the video, as this could help me with the ideas for my A2 music video.

Also my research and planning skills from AS have really helped me this year as I now know as to what the research and planning involves, therefore i have used this knowledge and started researching and planning early in order to produce an effective music video that has been developed through in depth, skilled,organised planning and research.

Furthermore, I have used research theories such as, Carol Vernallis, Andrew Goodwin and Laura Mulvey and used their studies when analysing music videos rather than looking out for the four technical areas. Now when analysing a video I tend to use these theories in order to create an in depth detailed analysis of a particular music video.

RESEARCH: The 3 Major Record Companies

• SONY MUSIC
• WARNER MUSIC
• UNIVERSAL MUSIC

Conglomerate: Sony Corporation

What they own: Sony Mobile communications, Sony TV, Sony Motion Pictures, Hardware: Laptops, Headphones. Tele communications.

Subsidiary Record Companies:

• Columbia Music Group
• Sony Music Nashvile
• Sony Masterworks

Artists Signed: 

Micheal Jackson, Alexandra Burke, Chip Munk, Leona Lewis, Labrinth, Little Mix, Misha B.

Conglomerate: Access Industries (AIT)

What they own: UK TV Gold, Discovery, Real Estate/Property Ind.

Subsidiary Record Companies: 

• Maverick
• Atlantic
• Sire
• Fearless
• Blacksmith Records

Artists Signed:

Madonna, Cee Lo Green, Bruno Mars, Alisha Dixon, Plan B, Paramore, T.I.

Conglomerate: Vivendi

What they own: Video Games (Guitar Hero), Communication Companies, TV Channels. 

Subsidiary Record Companies: 

• EMI
• Def Jam
• Good Music
• Activision
• Cash Money

Artists signed: 

Kayne West, Drake, Jessie J, Justin Bieber, Lil Wayne, Lady GaGa, Florence + The Machine, Dr Drey, Jay Z.

Research: What makes a good Muisc Video

 

Here I have created a spider diagram with what i thought makes a good music video. i have then stemed to each category giving a in debt reason to why it is an important elemt to a music video.

 

The main points:

A music video thrat conveys a message

It is creative

The music video reflects the lyrics

The editing reflects the beat of the song

It is interesting and matching the theme of the songs

 

 

RESEARCH: The State Of The Music Industry

The music industry today are no longer making as much money as they used to, therefore not making a larger profit on music sales. 

This may be due to new technology in which means more people then ever are able to access music from various platforms. In addition through the means of the Internet, it is much easier for consumers to access music and illegally download their favorite music. However there are other platforms such as Itunes in which artists can make further profit, however this is not enough.

In addition artists and their record labels can sign to the 360 deal. The 360 deal is a business relationship between an artist and a music industry company. The company agrees to provide financial support for the artist, including direct advances as well as funds for marketing, promotion and touring. This allows the artist to make money through live concerts, creating their own clothes range, headphones range, perfumes, tours and signings etc. The artist agrees to give the company a percentage of all of their income, including sales of recorded music, live performances and any other income. 

Another way in which the music industry make money is through, Vevo in which  is a co-owned by Sony and Universal Music Group. They are always looking for new ways to make money, the major record companies decided that they needed to make bigger profits from YouTube's use of their music videos. So the labels created Vevo and arranged an agreement with YouTube that all official music videos had to be shown through Vevo. Vevo uses advertising in order to make money for their artists.

During a recent survey that I held i found that the majority of my class, illegally download their music. However occasionally buy an album for their favorite artists.

RESEARCH: Re - Edited Version Of Last Years Student Music Video (EXTRACT)

Here I have Re edited an extract of last years student' music video, in which I used my skills developed from the June 2012 summer work, in order to lip sync a video.Firstly I decided what base tracks I would use and at which point they would come in on the video. Then I used markers on both the video and the song track in order to lip sync, I placed both markers at the beginning of the verse. Due to editing to the beat I put markers at each point the beat occurred and then placed the base tracks at each point of the beat and so on until I produced the product above.

RESEARCH: The Importance Of Music Videos To The Industry and Fans

The Importance Of Music Videos To The Industry 

Music videos are a very important part of the music industry. Music videos provides a means of expressing an artists image, in which creates a unique selling point for the artist. Music videos are often said to be as important as the song itself. It provides a source of meaning or gives meaning to the song.

In addition, music videos provide a source of advertising/promoting of the song itself. As shown on Vevo music videos are used to in order for distributors to advertise their products on vevo therefore Vevo gain a profit for their artists.

Music videos can also be used as a source of advertisement in order to raise awareness of a particular issue the artist may want to get across, therefore raising sales.
Music videos also increase their audience as some people prefer to watch videos rather than listening to the song itself. Videos may appeal more to a specific type of audience, a video could be seen as relating to a particular persons thoughts and feelings.

The Importance Of Music Videos To The Fans

Secondly, music videos can also appeal to fans. They enable fans of the artist to stay entertained and keep them interested. Music videos also enhance the viewing experience due to the extreme levels of creativity which may be portrayed within a particular video to enhance the artists ideas and meanings of their song.

In addition, music videos could also been seen as a means of communication between the artist and their fans. For example within the video, artists often look into the camera as though they are talking to their fans. This creates an intimate bond and keeps the artists fans interested and up to date. The artist responds to the fans needs of consumption in which they provide a music video.

Music videos can also repeatedly be viewed over the internet and various platforms such as Ipad, smart phones, TV etc. This allows fans to view on the go and therefore the artist is more likely to gain a larger viewing audience, due to file sharing over the web whilst gaining larger profits from sites such as Vevo, and a wider audience.

Skills Audit: How my skills developed

Since AS year my Research Skills has improved immensely. When looking for research I look at in deeper depth and make sure I understand the information first before putting it on to the blog.

Moreover, I have learnt to contextualise the theory's to a  music videos that are shown today.As before, in my AS year, I would only  watch the thrillers that the teachers demonstrated in class and I would elaborate it from there. I wasn't really putting my understanding and contextualising the knowledge I picked up from the lesson. For example referring to my blog post of the Male gaze theory I made a short video that demonstrates the Male Gaze theory by incorporating screen grabs and the soundtrack.

Furthermore, I am showing my research more clearly so the reader can get a fuller understanding by publishing interactive videos for the read to get a clear but in an interesting way.

Also I have started to watch as many music videos from different types of genres as I can, so I get a general idea of what is expected in music videos, but it gives an idea to what include in our music video.As before in AS I didn't broaden my knowledge independently as I only watched the thrillers that were shown in class, if I had done this in AS our thriller may of had a more creative narrative, more technical aspects - shot types, different angles and effects. Also we may of had more intertextuality.

RESERACH:Analysis of previous student music video

Mustafa, Nick, Poppy, Charon from 283goswell on Vimeo.

Out of all the music videos that were shown in class, I have to admit this was my favourite one by far. It has inspired me and has given me a clear insight of how I would like my music video to look like and the genre I want to work around as one sure whether to go with indie rock or pop. This music video looks really professional and holds so much detail especially with the Mise en scene, the camerawork and the editing.

For this music video, the attend audience they were trying to capture is there indie rock fan base, but more specifically young female audience, age between 13-21. The genre for this music video is indie rock but it can be argued that it is in the pop category as there is never clear idea where music is solely categorised.

Analysis

Looking at it from Andrew Goodwin's perspective

In this video there is no clear traditional narrative style. Instead we are introduced to the main and only narrator/singer/character. The middle consist of the narrator/character/singer expressing her emotions of freedom and then ends on an ambiguous note as we never find out whether she is liberated. The music video has used taken in to account his structure on music videos as the singer looks directly into the camera. The effect of the singer looking directly at the camera makes it personal for the artist and persuades them to watch the music video. Also it breaks down the fourth wall.

The music video is an amplification because the video persistent shows the connection between her and the wolf. In this case it reflects the lyrics:

 "If you could only see the beast you've made of me
I held it in but now it seems you've set it running free"

 

Meaning that she has liberated by someone that has allowed her to express who she is. This adds deeper meaning to the song as we establish her further emotions in the song, over a couple of viewings we can establish the visual representation.

In my opinion the video does encourage repeated viewing as we become intrigued and we want to understand the music video.

Looking at it fromn Carol Vernallis perspective

Using Carol Vernallis theory in editing, the majority of the music video consist of base tracks. This helps give the music video more structure but more importantly they have made sure to account this in their music video.

Here are a few base tracks that i have picked out.

 

Jump cuts are often used as we never see her fully complete the actions because it jumps to another shot as she is wearing different clothing in the different shot types.

Various shot types have been used as we get extreme close ups on the lips and but we also get long establishing shots of her in the woods. The birds view shot of her in the grass and the high angle shot of her in the woods. With all theses different types of shots it does not have an order therefore we notice the different types of shots.

 

 

 

 

 

Looking at through Laura Mulvey's perspective

 

The representation of women in this music video can be considered as ambiguous because at first we get an idea that women at times can be lost and uncontrolled due to a mans behaviour, however it also shows the idea that women are liberated and in need of freedom. The wolf plays an important factor in the music video cross cuts between the footage of the wolf running and her running in the woods, is used to show how she reflects herself into the wolf. As the wolf is running free she also is running free.

 

Are ther hints of the male gaze theory?

 

I argue that there is because there are shots that show the singers mouth and legs, which to some scan be seen as a deired attribute.

RESERACH: What is the function of music video?

What is the whole point of music videos?

Well...A music video is a visual representation of the song/ lyrics. The music video adds more emotion to a song as it may have a narrative those strengths a song. However music videos tend to stimulate sales as they are used to entice new audiences or persuade their current target audience to buy their song. Furthermore music videos tend to promote the artist to gain more of a fan base or increase their appeal to their specific target audience they already have. Why would an artist do this? This is because they can become more well known and build a stronger fan base, which can boost sales or more publicity. Moreover it promotes the artist/band due to the iconography and mise en scene in the music video; this adds more appeal towards their fans.

RESEARCH:Re-edited version of previous years work

In today's lesson we had to re edit an ex students work to get a feel of how to do lip sync when it came to the editing process. The software used was final cut pro. We had to drag the original soundtrack to the time line and then we had to choose shots and place it in order of our choice.
Thankfully it was a practise and I found it quite challenging, therefore my video is short, I found it hard  to identify the word the singer was sing as we had to listen to the original soundtrack and found that key work we could easily match. The singer in the video didn't enunciate the words clearly therefore when it came to matching up it was difficult. From this I learnt that when we record are music video the artist needs to pronounce the word clearly so we pick it out during editing. I now know this is going to be a difficult area and I am determined to get better at this area.

Research: Carol Vernalis theory - Editing in music videos

Carol Venallis created a book called ‘Experiencing Music video: Aesthetics and Cultural context’ which underlines editing techniques used in Music Videos.  Carol found that edits appear more often music videos which break’s the rule of continuity. The edits are more noticeable to the audience and therefore attracts the audience to watch their performance. These edits could be wipes, fast zooms, fades etc. In addition Venallis suggest that editing to the beat will be most often be used. Meaning that ever time a beat occurs there would be a sudden change in shots. Jump cuts in music videos is a recurring theme, which sometimes the audience watching a music video may not notice because it appears ever so often.

Venallis states that there are specific shot that constantly appear, these are called base track. Base tracks structure the music video and are the song is edited around it. 

In some music videos, mostly seen in the illustration videos, the camera will move in time with the artist. This usually happens when the artist is dancing in the shot.

Music video that I have chosen that represents this is little Mix - Wings

 

In the this music video it clearly demonstrates different effects as there are split screens are the individual members. There is editing to the beat as each time the beat drops there is a jump cut and we are eithered moved to a different setting, where the artisit is wearing different clothing, or we jump to a different member of the group. The pace of the editing in this video is fast, as it used to keep intime with the music.

 

 

 

Demonstartion of Editing in Wings - slide show

Research: Laura Mulvey - Representation - Male Gaze Theory

Representation in any media product is based on preferred readings to the audience and how they presented either positive or negative. In music videos the main case of representation is how gender is being conveyed to the audience.

  Laura Mulvey came up with a theory based on representation of men and women in music videos. Below is a quote from Laura Mulvey herself about representation.

‘In a world ordered by sexual imbalance, pleasure in looking has been split between active /male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly’

  From this quote we learn that Mulvey is expressing the idea that in films especially music videos there are inequality between men and women. She further explains that women are seen as objects to be lusted upon and looked at as a source pleasure and this only happens through the identification of a male role and the female being passive and letting it happen. Furthermore, from this quote Mulvey suggest that women are put into certain clothing, specific minimal, so they can be subjected to the male fantasies and desires. 

  Mulvey also implies that there is clearly a gender bias (in favour of men) and has come up with the male gaze theory. The male gale theory, which is a psychology perspective, states that we - the audience - look at music videos through the eyes of man. We are conditioned to make judgements on passive females, whether we are male or female.

Finally, Mulvey also suggest that women are fragmentised or dismembered in media products. This is when desired and fixated body parts of a passive female are only being shown in shots. Usually, these body are parts are bums and chest etc. which are. Could this be part of the reason why so many women, especially young girls, feel insecure with their body because it isn’t considered to be a perfect, desired shape? Are these body parts are perfection!

 Genres that support Mulvey's theory in music videos tend be dominated mostly in R‘n’B, but also can be seen in urban and pop base music.

  Specific music videos that clearly show this are Kanye West – Gold Digger and Wiley – Heat Wave

 

 

 

 

 

 

 

 Studying various music videos there is a clear gender bias and makes us question the society we live in, by looking at the male gaze theory depth we can assume that the society we live on is patriarchy and that media products are set up for the a man instead.

Try our slideshow creator at Animoto.

RESEARCH: Andrew Goodwin – Theory On Music Video

Andrew Goodwin studies the theory of music videos, in which he describes are autononomous from the music they spring from. Meaning the visualisation of a song may go beyond the original meaning in the video. He said that the video often provides a visual pleasure for viewers in which promotes the music and therefore spreads virally.

Andrew Goodwin states there are three types of relations between songs and videos:

Illustration:

When the video tells the story of the lyrics. For example: "Madonna - Papa Don't Preach"
This music video has a clear visual interpretation between the lyrics and the video, in which the video tells to story of the lyrics,

Amplification:

Occurs when the video introduces new meanings that does not contradict with the lyrics, therefore portrays an ambiguous image of the song overall. For example: "The Script - Hall Of Fame Ft. Will.i.am"
This video uses amplification as there is no clear distinction between the video and lyrics however the video portrays the meaning in which the artists narrate. Therefore adding layers of meaning.

Disjuncture:
When there is a clear connection between the lyrics of a song and the video, or when the video contradicts the lyrics. For example: "Franz Ferdinand - Can't Stop Feeling"
Within this music video the video contradicts the lyrics as the video does not portray meaning between the lyrics and video.

RESEARCH: Copies Of Copyright Clearances

I have sent the following emails to obtain copyright clearances for potential songs to use for our music video.

Here I have sent an email to record label, "Atlantic Records" to obtain copyright permission for "Ed Sheeran - The A Team"

Here I have sent an email to record label, "I AM SOUND Records" to obtain copyright permission for "Florence + The Machine - Shake It Out"

Here I have sent an email to record label "RCA Records" to obtain copyright permission for "Paloma Faith - Picking Up The Pieces"

RESEARCH: What Makes A Good Music Video?

RESEARCH: What Is The Function Of A Music Video?

Music videos in today's society are said to be just as important as the song itself. The main function of a music video is to promote the artist, the video enables them to create their own USP (Unique selling point) in which appeals to viewers and gives fans a greater sense of who the artist is. In addition music videos may be used as a means of communication between the artist and their fans in which the artist appeals to the consumers needs and creates a bond. Fans are more likely willing to listen to the original song if a video is attached with it.  Therefore the artist uses the video as a means of  maintaining their audience. The music industry is in a critical state due to the downfall in album/single sales within the past 15 years due to the increase in modern technology. This allows us consumers to view and download our music for free, therefore the music industry are not making profit at all. Music videos also allows the artist to portray a deeper meaning to their song, that a viewer may not have thought of already. It allows the audience to understand the song and understand the deeper meaning behind the song itself.

RESEARCH: Previous Students Music Video - Analysis

Mustafa, Nick, Poppy, Charon from 283goswell on Vimeo.

The above music video caught my eye, due to the vibrant colours and creativity that has been used to in order to portray the idea of freedom. This video was a pleasure to watch and gave me an insight into my own thinking and discovery of ideas; the genre of this music video, is pop/indie/rock, and therefore I wanted to choose a music video with a similar genre.

In terms of camera, editing and mise en scene this is my most favorite previous student music video, the camera framing is very tight and clear, the costumes has been carefully selected and suit the artists image. The overall music video portrays an image of freedom and breaking free, in which has been emphasis ed through the projection of a wolf running free. In addition the location has also been selected nicely, as it has been situated in the woods, therefore enhancing the overall idea of freedom through nature.

Andrew Goodwin

Andrew Goodwin explores the structure of music videos

In this case, the music video has used to idea of amplification, in which introduces new meanings that do not contradict with the lyrics but add layers of meaning. In the video their is a female solo artist singing and narrating as she expressed her emotions through the use of nature, wild, animal imagery. This may portray her wilder side that she try's to encounter with as she breaks free.

Carol Vernallis

Carol Vernallis explores the use of camera work and editing within a music video.

In Carol Vernallis's theory on music videos, as clearly shown above are some of the several base tracks in which have been used within this particular piece. Each have been framed and shot very well and the mise en scene portrays a sense of the artists wilder side, as she explores her inner self whilst breaking free.

There are not many weaknesses to this music video as it has been shot very professionally, however there is the odd camera shot in which could have been improved.

In addition, many change in outfits are witnessed and a change in location, there are no continuity issues, in which allows us to create a vibrant, creative music video. Such techniques in which have been used within this video are Jump cuts, editing to the beat; in which the video cuts to another location/base track after each beat. In addition the faster the music gets the faster the editing gets which may help the viewer understand the pace of the song and to have a clearer idea of the overall meaning of the song, in this case; to break free. 

Jump Cut:

Laura Mulvey

Laura Mulvey explores the use of representation in music videos

In terms of representation of women in this music video, a female solo artist is singing, expressing her wilder sense of self. The representation of women may be considered to be considered in a positive light, due to the idea of women being independent and "breaking free." This idea has been portrayed through cross cutting of the wolf and the artist running, to enhance the songs meaning of freedom. In addition there are no signs of dismembering throughout the video, however you could argue there are some shots in which dismember the female artists body although these are not a major factor to consider.

Cross Cutting:

RESEARCH: Laura Mulvey - Theories On Representation

“In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly”

Laura Mulvey holds some very strong arguments towards the way gender is represented throughout media texts. She explains, by what is called the “Male Gaze” in which men take an active role in media texts such as; looking at females whom are “Styled Accordingly”. By this Mulvey suggests that women are portrayed to suit a male fantasy; dressed to please the male eye, in which usually consists of lack of clothing and dismembering.

Mulvey argues that many media texts presume a male audience rather than a female one, in which suggests females are passive.

In addition Mulvey also discusses the idea of “Dismembering” in which is portrayed in many media texts, that not only focuses on women as a whole, but rather parts of their body such as legs, bum, breasts etc. Below are some examples of dismembering from the music video, “Dizzee Rascal – Holiday” in which women are dismembered and men are seen as a whole. In addition various eye line matches have been used to portray men looking at women in which suggests men take the active role.

RESEARCH: Carol Vernallis – Editing And Camera Work In Music Videos

Carol Vernallis studied editing and camera work within music videos. Some of the observations she found were that edits come much more frequently and the editing has a rhythmic basis closely connected to the song; “Editing to the beat”.

Some of the main ideas Vernallis found were that the usual rules of continuity editing, were often broken within music videos in order to draw attention to what is being screened. This may also be used as a way to keep the audience engaged and interested.

·        The usual rules of continuity such as match cuts on action, are broken within a music video. Music videos have no continuity issues, therefore Continuity ideas such as costume, location and hairstyle can all be broken.

·        Another idea she found were that edits were really obvious in order to engage the audience, such as jump cuts, and wipes.

·        In addition, a base track is often used in order to give the video some structure and the camera may often move in time with the music.

Below are some examples of Carol Vernallis’ ideas portrayed throughout the music video, “Just Jack – Starz In Their Eyes” Edits include, jump cuts, obvious edits; including continuous circle and mirror edits.