Evaluation Question 4

Evaluation Question 3

Evaluation question 2

Evaluation Question 1

Plans for magazine advert

Below are the two flat plans that I designed for my Magazine advert, They both contain annotations about whats included within the advert to make it clearer to tell whats on the page.

This magazine advert shows that the two artists are placed within the center of the advert to make them the main thing that stands out when you first look at the page, I used bright colours to mimic the costumes that they wear and to make the advert stand out. 

This is the second magazine advert that I have designed, the photo contains annotations about what is contained within the design to shed some more light on the detail it holds.

Plans for digipak

Below are the two designs that I came up with regarding the digipaks.

 This is the first design for the digipak it includes annotations about whats included within the design. However, I feel that the design overall is too brown so when it comes to designing the actual digipak I will be able to change the colours a little to make it look brighter overall.

  This is design number two for the digipaks this one is a little more colourful than the first design I came up with, it also includes the explorer on his adventure to the chest which is also pictured. I'm not sure about the front cover for the digipak on this design I prefer the front cover for the first design - maybe there is a way that I would be able to combine the two different designs together to create a better design.

Analysis of ancillary products

Below is an analysis of a digipak from the artists Empire of the sun. I found this digipak really interesting because I felt that it didn't really reflect them as a duo, normally their work is really colourful and bright but this seems to be the complete opposite.

Digipak - Empire of the sun - Walking on a Dream

However, unfortunately I wasn't able to find a magazine advert from this duo so I decided to look at different magazine adverts from different groups and artist from this genre as I thought that this would be another way that I would be able to learn the different kinds of things that are included within this genre for magazine adverts, it would help me to see if there are any similarities of differences between the different adverts within the same genre. This is shown below;

By looking at the different digipaks and different magazine adverts it will help me to understand more about what I will have to include when it come to making my own within that genre.  

Research into your chosen artist

The Artist my group chose to look at was Empire of the sun. They are an Australian Electro-pop Duo.

About the duo

Empire of the sun is a Australian Electro-pop duo from Sydney, formed in 2007. The band is a collaboration between Luke Steele and Nick Littlemore. Their 2008 debut album 'Walking on a dream' brought the duo international success and they have been certified double platinum in Australia and gold in the UK. The duo's second album 'Ice on the dune' was released in June 2013, preceded by the lead single 'Alive' on 16th April. The Band are signed to EMI Music Australia/Virgin.
https://en.wikipedia.org/wiki/Empire_of_the_Sun_(band)

Music videos 

One thing that is clear throughout all of their music videos is that they will both always wear big, colourful and over the top costumes. This seems to get them noticed and because the costumes is almost like a theme running all the way through their work it instantly make them more recognizable.

by understanding more about the artist and the way they work it will help me to make a better music video inspired by them. The most important thing that I think that I want to include within my own music video would be the interesting and brightly coloured costumes that appear in every single music video, as I think that this would make the video more interesting and add to the Mise in the video.     

Research into chosen Genre

The genre that my group has chosen for our music video is Electro-pop. Below is the mindmap that I created about the genre, it contains loads of different artists and groups from the genre and It also contains a few of the album covers from the genre. Having a mindmap about the genre will be very useful because having a load of sources for the genre will make it easier to see if there is any similarities and/or differences between the artists in that one genre. when we make the music video we will have to consider things like what our artists are going to look like, the way they have to dress/ act etc.   

What is Electro-pop? 
Electro pop is a variant of synth-pop that places more emphasis on a harder, electronic sound. The genre has seen a revival of popularity and influences since the 2000's.]
https://en.wikipedia.org/wiki/Electropop
Electro-pop is a pop orientated form of music primarily consisting the use of synthesizers.
https://www.reddit.com/r/Electropop/

History 
During the early 1980's, artist such as Gary Numan, The Human League, Soft Cell, John Foxx and Visage helped pioneer a new synth-pop style that drew more heavily on electronic and synthersizer music.
https://en.wikipedia.org/wiki/Electropop

What Is recognizable within the genre?
The one thing that is clear to see is that no two artists or groups from the genre are the same, they all have their different styles. The majority of the artists wear dark clothing with the exception of a few wearing slightly more eccentric costumes, this makes them stand out from the rest of the genre because the bright colours and bright costumes are seen as a theme within the artists/groups work and it is therefore expected of them whenever they produce something new.

Conducting more research into this genre will help me to better understand the genre and the artists that work within it, researching into the history helps me to understand when the genre was established and how it came to be.

Initial Ideas

This post is going to show and explain the thought process that my group used to get to the chosen artists and the chosen genre.


As a group we decided primarily to focus more on looking for artists that weren't very well known but also had creative lyrics that we could use as the basis for our own music video. We decided to start by looking through the new releases from Spotify and we managed to come up with a mind map showing all the artists we looked at. Our chosen artist is featured on this mind map however we did not discover them on Spotify, it was a suggestion from one of the group members.

We also wanted to look at artist that weren't very well know and one of the group members thought it would be interesting to look at a variety of different singers from the Eurovision song contest as we believed that these are generally unknown artists. Below is the list the we made as a group, it contains a couple of songs that we liked, what country it was representing and the year it was in the contest.   

Once we had chosen the artist we decided to look through a couple of different songs by that artist so we could look at the lyrics and see if we could both agree on one song. The tree songs we looked at were, 'We are the people', 'Alive' ,'Walking on a dream'. We started by finding and printing the lyrics of each song, afterwards we decided to make a list of the pros and cons of each song.

The first song that we looked at was Alive by Empire of the sun. we decided to start off by looking at the lyrics again and listening to the song and we commented on the speed and tempo and well as the way it sounds. As you can see from the photo above we found more pros than cons for this song, we liked the tempo and we thought that it was quite nice on the ear.     

The next song we looked into was 'Walking on a dream' also by Empire of the sun. We liked this song the lyrics were very creative but there was only one direction we could take the song, so it didn't offer much diversity. However, the song had a good tempo and a good rhythm.  

The last song we looked at was called 'We are the people' also by Empire of the sun. Again we liked the tempo and the rhythm to the song and the lyrics were very creative however, we were put off by the length of the song. this song was around 5 minutes long whereas the other two were around 3 minutes. 

In the end after considering all of the different pros and cons of the tree different songs we decided to go with the first song that we looked at - Alive. We believe that we could easily come up with a good narrative to this song and it has a good tempo and beat so it would be easier to edit. 

Analysis of magazine advert

This is the magazine advert for Lana Del Ray. It advertises the release of her album 'Born to die'. Analysing different magazine adverts will help when it come to designing and producing my own because i will learn what works together and what affect they have on the audience. They colours in this magazine are all very subtle and compliment each other this makes the advert easier to look at. 

Analysis of a digipak

This is my analysis of Katy Perry's Digipak for her album 'Teenage Dream'. Looking into and analysing different digipaks will help me when it comes to making my own digipak because it will give me an indication of what little details to consider within my digipak. For example I believe that the font style and colour are quite a big contributing factor to the over all appearance of the final product. The writing on the cover is one of the first things that you notice within the overall product so therefor the writing needs to be readable  

The purpose of magazines adverts and digipaks

Artists use magazine adverts to advertise and publicise their latest album, the advert could include a photo of the artist/band, reviews of the album, the record label, the name of the album, songs from the album and of course the release date and where you can purchase it from. Below is an example of a magazine advert for an artist and what it should include.

Digipaks are used for a similar purpose, they also help to promote the artist and they promote the album as well. having a good digipak will encourage people into buying that CD the difference between a person buying and not buying the album will be the way the album looks it has to be interesting and it has to grab the attention of the person in the shop. Below is an example of a Digipak and what it should include.

When it comes to making me own digipak and magazine advert I will need to consider all of the details that are included in the professional examples listed above because all of those different features bring the magazine advert/digipak together to promote the artist or band. 

The Importance of Lyrics

Song lyrics are very important to a song because they make up the main bulk of a song, without the lyrics there would be no song so therefore they are very important, however, they have a pretty big role as well.

• The help to convey the artists emotions/ and views of the world around them. 
• Its a way that the can express there emotions.
• It tells a story and helps to aid the narrative. 
• Helps to convey a message.
• Helps to set the scene.

These are some examples of music videos that are very literal within what happens in the music video in relation to the lyrics. This can be related to one of Goodwin's theories - 'there is a relationship between the lyrics and the visual' suggesting that the lyrics of the song should relate to the content in the music video.

Rebecca Black - Friday

This music video is quite literal, the lyrics on the first line read 'Seven a.m.' and in the music video the alarm clock reads 7:00 a.m. and cuts to an extreme close up of the artist face as she's waking up in bed. Next it cuts to where the artist has mad he way downstairs and she sings the words. However, there is both aspects or performance and narrative within the music video. This carries on throughout the song. Here are some examples from the first stanza.

The first stanza reads;

Seven a.m., waking up in the morning
Gotta be fresh, gotta go downstairs
Gotta have my bowl, gotta have cereal
Seein' everything, the time is goin'
Tickin' on and on, everybody's rushin'
Gotta get down to the bus stop
Gotta catch my bus, I see my friends (My friends)

Vance Joy - Riptide 

Compared to the last music video this is a lot more literal in terms of how the lyrics aid the narrative of the video. However this music video compared to Friday by Rebecca Black has a lot less performance, so it begins to become more about the lyrics than the artist. During the first line when the artist sings the word dark the screen gets darker and during the third line when the artist sings the word green the viewer is shown a photo of a green doller bill. There are some more examples below. 

The first stanza reads;

I was scared of dentists and the dark
I was scared of pretty girls and starting conversations
Oh, all my friends are turning green
You're the magician's assistant in their dreams

By looking a different literal music videos it will help me to work out the barrier between what works and what's too much visual interpretation to have in a music video.   

Video analysis according to Goodwin's theories

Textual analysis – Titanium

Titanium was a song by David Guetta featuring Sia. It falls into the genre of house music or Dance/electric. The song was released in 2011 and appears in the album ‘Nothing but a beat’ – this album sold more than 4 million copies in the UK alone. David Guetta is a French DJ and has composed many different songs all featuring different artists.

Narrative

The music video is completely narrative based, there is no performance element.  The artist does not appear in the music video and there is no lip syncing throughout the duration of the video. The music video is primarily about a teen how has supernatural powers and he is being tracked down because people believe him to be dangerous but in fact he’s just scared and all alone. To begin with the editing is quite slow and there are a lot of continuous shots where the camera tracks the young person. But as it gets to the chorus the beat starts to get faster and so does the editing, the editing is now cut to the beat of the chorus, it then slows down again when the chorus finishes. Two of Goodwin’s theories are used within the music video. The first is screens within screens; half way through the music video the young person enters his empty house the TV is on and we as the audience has a clear view of what its showing. It shows a bird’s eye view shot of the school with the caption ‘Supernatural occurrence at a local school’ this helps the audience to understand what happened to the school before the start of the music video.  

Settings

The music video itself is not realistic as people don’t have supernatural powers in everyday life. However, there is an element of intertextuality, the whole music video has links to the 1980s film E.T. directed by Stephen Spielberg. The Boys supernatural powers resemble the powers from the alien in the film. In the film E.T.’s finger glows whereas in the music video the teen’s whole body glows.  We start off in a school that appears to have been trashed, at this point we as the audience have no idea what’s happened all we see is a young person alone and scared so instantly we begin to feel sorry for him – this is before we find out that he was the one that caused it.

Representations

The music video shows quite a negative representation of teenagers, the teenage boy is portrayed as being reckless. He wears a red hat throughout the duration of the music video; the colour red has connotations of danger this suggests that the teenage boy is to be feared this is also suggested at the end of the music video where we can see a fully grown man pointing a gun at the boy as if he was scared of him. When the teenage boy reaches his house it’s empty, no other people are in the house. It appears that he is all on his own, almost like he’s alienated from the rest of society, this links to E.T. because E.T. is very much alienated within earth, because he’s on a planet that doesn’t understand him and he doesn’t fit in.  The teddies that are spinning around in the air in his bedroom like he’s just left them there and forgot about them, this could connote the disregard for his inner child as he begins to grow.  

Target Audiences 

I think that the target audience for this particular music video would be teenagers because the main character in the video is of this age category. The music video is also based around supernatural powers this also attracts the younger generations. Also the fact that the gender of the main character is not clear it also expands the target audience to male and females.  

What makes a good student music video?

I have been looking into what makes a good student music video because when it comes to my own music video I will need to consider all of these contributing factor to make my music video the best it possibly could be. Below it is what I believe a good music video should include and an example of the work shown in a students music video;

• Lip syncing is a major part of the performance section of a music video, it makes the music video flow better and seem more realistic. If the lip syncing is done well it can really bring the music video together.                                                                                                                                                                                                                                                                      

• It is also good to make sure that your editing mimics or matches the beat/tempo of the song, stereotypically a more up beat song will have faster editing and a lot more shots compared to a slower song with have slower editing and maybe less cuts between shots. This can be seen from the examples below, the first example is more upbeat compared to the second. 

• Mise is a big contributing factor to making a good music video, the mise helps to bring the scene together and it can also be the difference between and good and a bad music video. Mise covers things like costume, location, makeup, lighting, colour - every single one of these things are essential to making a realistic music video. 

After considering all of the different contributing factors to what makes a good student music video it will encourage my decisions when it comes to making my own music video, it will also help me to realise the level of detail that I need to include in my own video.  

Music video audiences

Different music genres are aimed at different age groups, music videos for pop songs are typically aimed for the younger generation because they are the generation that are in to that type of music. However, the people that are interested in pop music may not be interested in rock or metal. Generally you'll find that these two genres have two different audiences, Metal and Rock tend to have an older audience (late 20's - to mid 30's). Artists can promote themselves to that specific demographic by including people in their music video that are of the same demographic as the target audience. By looking at the different music video audiences and how they are different it will help me understand the demographic group that my music video is aimed at and what I would need to include to target my music video at them.   

Why we are re-making a music video

We decided to re-make Justin Timberlake's music video 'Can't stop the feeling' the class was split into different groups and each group was given about 30 seconds of the music video and we as a group had to recreate that section to the nearest degree of accuracy. When we were creating the music video I realised just how much time and effort went into finding and shooting in all the different locations that would resemble the music video. I also learnt that each different shot is about 1 - 2 seconds long and therefore there is a lot of shots needed to make a music video. This would help when making my own music video because I have learned how long each shot is and how many different positions and different locations we will have to source and film in in order to make an music video to a good enough standard.

Below is a copy of the original music video by Justin Timberlake and underneath is a copy of the section of the music video that my groups re-made.

Mock Digipak

This is the mock digipak that I created. We were given a maximum of two hours to create a digipak for a group called The Hobgoblins. The Hobgoblins are a made up folk band. For this I took a photo of a group of guys from google images and pasted it into Photoshop. There I cut the image out of the background and inserted it onto the background in the digipak. I think that the hardest part about making the mock digipak was making sure everything was up the right way. For this to happen one of the sides would need to be upside down (e.g. the photo of the horses), we also got two template of CDs to show that the digipak would include two CDs instead of just one. On the back of the digipak we included the different songs that the digipak would include, the record label the artists are signed by and the bar code. The centre includes a quote by the artists, this make it more personal fro the artists.       

Making a mock digipak will help me when it comes to making my own because i have figured out the basic of what it has to include, figuring out that one side has to be reversed is very helpful because it was better to learn from that mistake now rather than later when I'm making the actual digipak. 

Mock Magazine Advert

This is my mock Magazine advert, I was given the genre pop and the Boy-band Eversix (a made up band), we had two hours to design a magazine advert for the group. I started by looking at different magazine adverts for pop bands to see the similarities between the different adverts. The photo of the group was taken from a photo of some guys from the programme Geordie Shore. I then photoshopped the image and took the guys out of the background. We decided that the theme around the advert and for the album would be airports. We named the album Take off and placed the guys on an airport runway. We included some of the popular songs from the album, the record label, reviews and where you can purchase/listen to the music.

Doing this mock version of a magazine advert will help me when it comes to make my own because I have been able to practices the different Photoshop skills needed to make the advert, and I have also learned about what needed to be included within the magazine advert.

Viral Music Videos

Watch me (whip/nae nae) - this was a viral video by Silento with its own set of unique moves. It was released in March 2015. The song reached no. 3 on the billboard hot 100 where it spent 6 consecutive weeks. The official music video has reached over 1 billion views on YouTube.

This music video went viral because it had a major boost from the famous singer Madonna. A company called Dance On was put together to try to create dance hits, coincidentally Madonna is listed as one of the co-founders. The company controls a bunch of digital content and helps influencers in the scene to get exposure through dance videos that feature certain music. 

The company approached Silento, and asked for his permission to make an unofficial dace video for the song. The music video was a hit and within the first few months it had over over 250 million views. This led to one of the latest dance crazes in the country. 

"Watch me" was originally recorded as a 15 second Instagram video to a "beat of someone tapping on the desk at school". 

Textual Analysis in class 2 - Katy Perry

Genre
The genre of this music video is pop, the pace is quite fast which mimics the beat of the song. There is a very strong narrative throughout the music video. It is about everyone doing the same thing, everyone following the same rhythm and no one standing out and being different. However, what is not expected from the music video is that the artists would break away from the pattern and being different to what everyone else was doing, during the course of the music video she begins to see the world differently and therefore she starts to break away from the rhythm, it all started when she pricked her finger on the rose. The intertextual reference within this music video comes from the clothes that the artist is wearing, the outfit appears to be very similar to the outfit from the character Jane from Jetsons.

Narrative
The storyline of the music video is that the artist is going round the theme park of life and she is singing about some of the current problems in the country she lives in. Some of the key themes that are found in this music video would be the fact that your not free living in your own country, everyone's doing the same thing/ acting the same way. Nobody has the courage to stand out from the crowd. there are two main characters in this music video, the female protagonist who is the artist, and the antagonist - which in this case is shown as the government. The music video has a lot of hidden meanings throughout the video and they do help the view to understand more about the lyrics through the video however, these meanings may not be apparent to the viewer the first time they watch it. One of the rides is called the Great American Dream Drop, this particular ride is all about the American housing market and how it could plummet at any moment leaving the people inside stuck and unable to move. During the roller-coaster scene there was a lot of empathises on today's style of dating and meeting new people, at the end of the scene the two people were rated on how they look. One of the rides was called no place like home. It featured two people getting into a catapult and then it appeared that they got catapulted over a fence, connoting that this ride was similar to the number or immigrants or people of an ethnic minority are not welcome in America and the wall captioned "safe trip home" suggesting that they aren't welcome to come back.

Representation 
Overall the music video is a little non stereotypical because you expect everyone to be doing the same thing whereas the reality is that the majority of the people have been pulled into the same rhythm whereas the main character (the artist) after pricking her finger on a rose begins to see the world differently and quickly begins to act differently to what she once did. The "love me" roller-coaster ride shows the representation of both gender and sexuality. Clearly shown on each seat is either a pink or a blue heart suggesting that one is for male and one is for females, once again dictating what people should do and where they should go. However, those pink and blue hearts are placed next to each other making the male sit next to the female, suggesting that this is the only way that the people can find love - with someone from the opposite sex. there is no option for a female to sit next to a female or a male to sit with another male connoting that the ride is not open to homosexual relationships. But again the ride is a metaphor for hat the artist is truly singing about which is the country she lives in - America. The artist plays a main role within the video and as she walks round the theme park we as the viewer get to see the reality unfold before her. However, that role that she play is anonymous although it does break away from the norm and that makes her stand out a little more.

Visual codes
The video is set in a theme park - this is the only location shown throughout the music video. However the theme park and the people within it look very futuristic suggesting that the problems that society and the government have now are still going to be problems in the future because they haven't accepted the change. In the beginning the artist is wearing all white connoting innocents and purity because at the time she is not fully aware of what is happening around her, however nearer the end her costume has changed and now she is wearing very dark clothing suggesting that her eyes have been opened to what the world is really like and therefore she has lost the innocents that she once had. the dominant colours in this music video is definitely pastel colours, all the colours used are very calm and soothing and therefore does not attract attention suggesting that they want this place to be viewed as if it were any other place connoting that they think everyone has the same type of backward thinking society that doesn't accept change. The theme park is called Oblivia - this name is a play on the word 'oblivion' (meaning the state of being unaware or unconscious of what's happening around them) and that is the message that the artist is trying to get across to the audience, we are all doing the same things day after day and things are happening around us and we just don't notice it because we are oblivious to it. One shot that stands out is the close up of the barbed wire rose, at first glance it looked like a normal rose but with a closer look it becomes apparent that even the most prettiest of objects can be deceiving.

Technical codes
The camera follows the artist on her journey through the theme park showing the audience the progression of the star breaking away from the rest of the group - breaking away from the rhythm. There is a close up of peoples feet and they are all moving at the same time again suggesting that everyone is doing what they are expected to do - they are just copying the person in front of them, nobody is daring to be different. The editing is very fast paced, the music video cuts between different shots very quickly to mimic the pace of the video.

Audience 
The music video is aimed at young adults, the video targets that specific audience by using people of a similar age in the video and by the genre of music that the song applies too. its is aimed at the demographic groups E (students) and D (blue collar workers).

Institutions 
Within the music video there doesn't appear to be any obvious links or roles that the record company can play within the video. In this particular video it is the fictional character promotes the star whilst the star is trying to tackle bigger world issues, which is the subject of the song and therefore standing out and being different because the majority of people prefer to change the subject and not think about what's really going on in the world. 

This music video has a lot of hidden meanings that aren't at first the obvious, and it contains quite a few of Goodwin's theories, Looking at a variety of different music videos and seeing the different approaches with the professional music videos will help me come up with a unique music video for my chosen artist and genre. 

Textual Analysis in class - Plan B

Genre
The genre for this particular music video is pop. When watching this music video, you are expecting the woman to stay at home whilst the male goes out with his friends and that there a lot of shots of the artist throughout the video. however, what is not expected within the music video would be fact that the male ended up having a one night stand with someone he met at the bar. There is an intertextual reference present in the song Writings on the wall by Plan B because it shares a line from the song Superstitions by Stevie Wonder.

 Narrative 
The theme running all the way through the music video is the theme of love and trust. The woman shows a lot of trust in the male when he goes out. The whole music video is set in the 60s-70s. It is about a relationship that is slowly falling apart. The woman stays at home to prepare and cook the dinner for her and her partner however, the male stays out later and goes to have some drinks with his friends. As a result at the end on the night he has a one night stand with a girl that he met at the bar. The two main people in this music video are the male artist who is playing a fictional character (Strickland Banks) and his partner the female protagonist. The lyrics suggest that the relationship that the two people are in is slowly falling apart. At the end of the music video there is a shot of a male artist and the female antagonist kissing in the elevator at this point in the song that lyrics being sung are "This time next year, we'll be no more" connoting that he doesn't think the relationship will last another year.

Representation
The music video is very stereotypical of gender, this is shown through the fact that the female stayed at home to cook the dinner for the two of them whilst the male was out singing/working to provide money for the both of them. The fact that he's shown as a celebrity connotes that overall he has more power as well. The artist himself plays a fictional character called Strickland Banks. This character is a well know celebrity in the music video and therefore he doesn't play an anonymous role because the character is incredibly well know, and is the centre of attention in most of the shot.

Visual Codes
The music video is set in three different locations: A night club, A kitchen and a hotel. Nothing in this music video screams modern, it is all set in the 60s/70s era this is obvious by the decorations around the house and the old fashioned telephone. The woman is surrounded by pure white walls in a lot of the shots connoting innocents. However, the male is dressed in very dark clothing connoting that the male could be very sinister/ disloyal. There is low key lighting in the night club where the male is drinking with his friends connoting that something suspicious is going to happen. Whereas the house where the female is cooking the dinner is very bright and colourful, connoting happiness and contentment. At the beginning of the music video there is a written typography covering the majority of the screen. The banner had the characters name written in big letters with the words sold out underneath it connoting that the character is very popular artist. There were a few different shot compositions that stood out to me, there was an extreme close up of the meal that the female was cooking connoting that this meal was important, it could suggest that this was the couples last chance to patch things up within their relationship. There was also a low angle shot of the main character Strickland Banks connoting that he has the power in the situation.

Technical codes
There was a close up of a saucepan in the kitchen where the female was cooking. The liquid with in the saucepan was beginning to bubble/rise, this has connotations of the love they have for each other bubbling over. Later on in the music video there is a long shot of the pan again just as the pan burns her, suggesting that the pan is symbolic of her relationship. This connotes that she is being hurt by her relationship with the male character. There are a lot of point of view shots suggesting that the male is moving around and we as the viewer get to see the evening from his perspective. Throughout the music video there are a lot of fast cuts between the different shot types this encourages the pace of the music video and helps it to stay consistent.

Audience 
The target audience for this music video would be around teens to early 20s (young adult). It is obvious that this is the target audience because the actors/actresses within the actual music video are young adults and the majority of the video is shot in a young club, also the younger people may be able to relate to the narrative of the video because nowadays it is more common for young adults/teens to cheat on there partner. The music video is aimed at the demographic groups D (blue collar workers) and E (Students).

Institutions 
the record company doesn't play a role within the music video, and Plan B played a character that sung his music so therefor he's promoting his album through the music video because the character shares his name with the album title (Strickland Banks)

Analyzing professional music videos will allow me to familiarize myself with the quality of their music videos and I will begins to see similarities between different music videos. It will also help influence what I chose to do for my own music video.    

Goodwin's Theories

Andrew Goodwin identifies 5 key aspects of music videos that we the audience should look out for these are:

Thought beats

·         First step is to looks at the music itself. We must take into account the structure of the song. E.g. chorus/verses.

·         Secondly, the voice of the song. The artists voice is extremely unique and can form identification or trademark that work well with the star image. Roland Barthes theory of the Grain of the voice can be related to this. He sees the singing voice as an expressive instrument and therefore able to make associations of its own.

·         Thirdly, Goodwin also points out that artist’s mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device, them telling us a story and us listening.

Narrative and performance

·         Songs fail to give us the complete narrative!

·         We only tend to get the gist of the meaning of a song and then tend to make up our own idea of what is being told. Goodwin explains that music videos should ignore the common narrative. It is more important in their role of advertising. Music videos should coherent repeatability. Narrative and performance work hand in hand it makes it easier for the audience to watch over and over without losing interest. The artist acting as both narrator & participant helps to increase the authenticity however the lip sync and other mimed actions remains the heart of the music videos. The audience need to believe that it is real.

The star image

·         The star image is another vital aspect of music videos. Meta narrative which is a big story that describes the development of the star overtime, it has an important part to play in the music video production process.

Relation of visuals to a song

·         Illustrate – Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common.

·         Amplify – this is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision.

·         Disjuncture – this is where the meaning of the song is completely ignored.

Technical aspects of a music video

·         Technical aspects hold the music video together through the use of camera work, movement, angles, mise-en-scene, editing, sound and special effects.

·         Speed, camera movement, editing, cutting and post production are all forms of camera.

·         Lighting and colour help set moods and emphasise key moments of the song for dramatic effect.

·         Mise-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism.

·         Beats, music videos use cuts to go with the beat or rhythm making the music video more entertaining.

The editing pace in the video is fairly slow mimicking the pace of the music 

Emphasis on 'looking'

·        The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

Relationship between the lyrics and the visuals.

·       Themes, mise-en-scene and events of the video match with lyrics of the song, to help to portray the message of the song.

Music videos have genre characteristics

·       Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indi band are expected to have performance shots of the band and cut to a fast beat.

By looking at the different theories and how there are portrayed within a music video and I can see through the examples how to execute the theories within the video. The idea of looking into these theories is to try to incorporate them into my own music video.