Poster Draft

Digipak Analysis

Digi pack analysis

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Shooting Scehdule

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STORYBOARD

MAIN CHARACTERS BIOGRAPHYS

Music Video Characters

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Storyboard - First Draft

This was our first draft for our story board, however when our group got together to listen to the song while examining the story board we realised the story did not go with the music well as the beggining location was a bedroom, although the beat and tempo was very fast. Moreover the locations were too simple and the story was typical and unoriginal. Another problem was the ending as it ended as the artist waking up and it all being a dream. Howeover this techinque of the whole music video being a dream is disapointing for the audience therefore we decided for our second story board we will change this idea as well as the locations.

ARTIST IMAGE ANALYSIS

Artist images

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Recording of feedback

Overall Feedback

Recording of feedback

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Audience Research

We also played back our song to another group which included four 17-18year olds as this age group is our target audience. We asked them what they would expect to see in the music video. From this research we found that a typical expected setting would be the urban streets to show where the artist is from and his neighbourhood, also thats where typically young people are seen these day Another expected setting was a club, this was expected as most hip hop videos are shot in clubs as they display hip hop conventions such as dancing, music, alcohol and women being seen as objects. Usmaan from the video mentioned that most people go to clubs to have fun and enjoy themselves and meet a lot of new people there. We as a group decided that we would consider using a club for the setting as it is highly associated and representitive of hip hop, it would also be a good setting for a love story to develop between the main artist and female character. However we found there will be problems trying to use a club for the setting as its very dark in clubs therefore as an outcome our lighting will be poor. Moreover it may be too crowded and busy to shoot the video as there may be many distractions or there may be certain restrictions from shooting in the club.
Similarily for the narrative they suggested a love story developing as using the club as a setting. For the clothing Ziggi from the video said he would expect to see the artist in jeans, baggy jumper and a hoody which is the typical gangster look, most of our research suggested the same thing therefore we will be dressing our artist in a typical casual urban look such as baggy jeans and a hooded jacket although we will also be giving him another look which will be the complete opposite to portray him as unique so that he will stand out from your everyday typical hip hop artists. Usmaan suggested the artist wearing expensive clothes such as Designers like Gucci, this follows the hip hop convention of portraying money which demonstrates how hip hop artists like the glamorous lifestyle. For a unique feature to make our video stand out they also suggested that we involve the female character more by giving her a major role so that the video is not just dominated by the males. In the hip hop industry, the music videos are always dominated by the males and women are always shown as objects in revealing clothes. We will challenge and develop this convention by giving the female more of a major role as they suggested and also dressing her in classy, sophisticated clothes so that she is not typically portrayed as an object.

Analysis of questionnaire

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Audience Research

We played our song to Azim and Gurpreet and asked for their feedback on what they would expect to see in the video. When Azim was asked what would you expect to see he said girls in revealing clothes and a black rapper with kanerows as this is typical of the genre and urban. However we have decided to challenge these conventions by dressing the female character in classy, sophisticated clothes so that she is not portrayed as an object. Also we will be using Usmaan who is asian for the main artist to portray hip hop has a diversity of cultures and races. Similarily when gurpreet was asked the same question he also said girls in revealing clothes but also added that he would expect to see the main artist wearing baggy clothes. We have decided to dress the main artist in baggy typical urban clothes but also classy and sophisticated clothes to develop conventions and display he is unique and classy.

We also asked where the settings should be, Gurpreet said he would expect it to be in urban areas or a park, Azim elaborated by saying he would expect to see the neighbourhood where the artist grew up in. From my research i found many hip hop artists have shot there videos in the neighbourhood they grew up in by showing the streets, graffiti walls, friends and family therefore we have decided to use this as an inspiration for our setting.

Analysis of Lyrics: Sunshine by Lupe Fiasco

Analysis of lyrics

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Tank Girl Digipak Analysis

• Star on glove potrays anti-authority as it is the simble of power
• she has a teddy bear hanging of her gun which shows two opposite personalities, firstly the gun portrays masculinity and violence however the teddy may symbolise a childhood memory important to her which allows the audience to emphasise better with her
• On her helmet she has a big target sign, then around it she has darts, arrows, knives, blades and a cigar. This may show her masculinty and try to portray that she is invincible
• the choker chain she is wearing represents how she is very rough and aggressive
• she is smoking a cigar similar to how a man does rather than a lady which also represents her as more masculine. Her cigar has a dollar sign on it which portrays money and power
• the Australian flag on her shoulder portrays her culture
• Her right arm is on the bright side and very colourful however her left arm is hidden by a dark shadow, this may be done to show that she has a split-personality either one evil side and one immature, innocent side. This is similar to the teddy bear hanging of the gun
• she has a kangaroo creature on her back who is also smoking, he maybe portrayed to reveal her child side

Artist image - Akon

Artist image akon

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Artist image

Creating our Artists on Prezi

Michael Jackson - Bad cover Analysis

• "Bad" written in red-connotations of murder and blood also danger
• Graffitti-against rules
• Mascara and eyeliner-draws attention to artists eyes
• Facial Expression-serious face shows hes tough
• Leather Jacket, heavy, metal belt clips - association with bikers
• Posture - shows hes strong and tough
• white on black - he stands out
• contrasting colours - black=bad & white=good, he is wearing black and his name is written in black which suggests he is bad
• diegetic and non diegetic sound:
• emphasises movement
• powerful
• stronger
• tougher
• he stands in the centre for the whole video
• he breaks the vent
• he leads and the backup dancers follow
• no weapons
• train barriers

Analysis of 'Bonnie and Clyde' by Jay-Z and Beyonce

Analysis of Bonnie and Clyde by Jay-z and Beyonce

The music video I am analysing is Bonnie and Clyde, this features Jay z an American rapper And Beyonce an RnB singer. The video was directed by Chris Robinson and released in 2002.

Bonnie and Clyde contains a large number of examples of intertexuality a good example is at the beginning of the video when Beyonce performs the illuminaty symbol, this creates mystery and interest furthermore portrays to the audience that Beyonce and Jay-Z have power as they’re superior.

Another example of intertexuality is marketing as there are many brands such as Burberry, Timberland, Mercedes Benz, BMW, Manolo Blahnik etc. The declaring of these brands portrays money, which fits the genre as Hip Hop and RnB singers are seen as having the wealthy life such as nice cars and designer clothes. Jay-Z mentions the programme Sex in the City, this represents the idea of the glamorous lifestyle which also fits in with the Hip Hop/RnB genre plus signifies the star image. An obvious example of intertexuality is the re-make of the classic movie Bonnie and Clyde, this suits the Hip Hop genre as both the movie and song demonstrates crime, money, and living the rich, wealthy life. In addition the music video also incorporates elements from Tupac’s song “Me and my girlfriend” plus in the Bonnie and Clyde music video a large image of Tupac is shown in the background, this interests the audience as there’s a significance of Tupac being from the same music genre and being a Hip Hop legend.

Different camera angles help portray the importance of the video. A high angle shot of the police is used to show that the police are superior as they have power; however Jay-Z and Beyonce successfully escape and are seen as the heroes which displays that they are invincible together. In addition Robinson uses long shots of Beyonce and Jay-Z together to show the strong relationship they have. There are many close up shots of Beyonce in the hat and red lipstick, this is voyeurism as its seen as being quiet sexual. Similarly more voyeurism is displayed in the long shots of Beyonce in her bikini and shorts which are used to show her complete body, they also show the surrounding setting of a big house and empty pool which portrays money to fit the genre. in addition a close up shot is used to show the big Louis Vuitton bag full of money, this exhibits the Hip Hop genre as it is all about money and the glamorous life. The camera keeps flipping from a long shot of the police and back to the long shot of the criminals (Beyonce and Jay-Z), this shows how they are opposites and the difference between law and crime.

Many of the Mise en Scene factors in the music video complement the genre, for example the clothing. Most of the clothing in the video worn by the main artists are designer thus expensive; examples of the brands are Burberry, Manolo Blahnik, Timberlands, Louis Vuitton, etc. The expensive designer clothing shows how they have a glamorous wealthy life which fits the genre as Hip Hop is all about the glamorous life. The props also represent money such as helicopters, expensive cars, money and cigars. Moreover the setting is a hotel which includes a big pool, the camera keeps switching from Mexico to USA showing freeways. This demonstrates the American dream, money and how Beyonce and Jay-Z keep escaping to different locations with all the money.

The music video is both performance and narrative based. The narrative is shown through the short clips of the police talking at the beginning and end, also through the lyrics. The lyrics match the video, an example is when Jay-Z talks about ‘Timberlands’ and ‘Burberry’, then in the video he is wearing Timberlands and Beyonce is wearing a Burberry swimsuit. Another example is how they mention different cars such as ‘Mercedes Benz’ and ‘freeways’ and then the video is about them escaping on the freeways using different cars. The performance is shown when the artists sing to the camera and dance which also portrays the star image.

In conclusion the different factors such as intertexuality, genre, Mise en Scene and camera angles help to show that the music video fits in well with the genre as its about a story of criminals escaping being heroes, which portrays the genre of Hip Hop through the idea of having a glamorous life with money and expensive clothes and cars.

Lady Gaga - Telephone Analysis

Lady gaga - Telephone Analysis

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Evanasence - Bring me to life

Evanasence - Bring me to life

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Conventions of a music video

• the camera always focusses on the main atrist/band
• mainly close ups and medium shots are used to show who the main artist is
• lighting
• the lyrics always follow the visuals
• lip synicing
• the song is usuall 3-4mins long
• colours help set the mood and also portray the genre
• the pace of editing follows the beat
• song is played in back
• range of camera angles used to focus on main things to help portray genre
• lighting

Tilly and the Wall

Tilly and the Wall are a indie-pop group who consider themselves as a band who instead of having a drummer have a tap dancer.
The genre of the band is indie-pop which is a niche in the market and only appeals to a very small audience as most people prefer other genres. For this reason I am going to change the bands genre from indie-pop to pop which has a larger target audience.
Also their look as in clothes and hair does not appeal to much of an audience so I am going to give them a makeover making there wardrobe brighter and more modern instead of dark and dull. this will attract more of an audience as it is more appealing to a larger target audience.
The marketing will also be improved as the band is not popular and not recognized.
To make it more popular there music will be playing on more popular radio stations such as kiss 100, capital fm and radio 1. Also posters will be hung up to inform the audience about the band and make the band more familiar to the audience.

History of Music Videos (1910-present)

1900 : Edison invents the gramophone in the USA: first shift from music as a solely live and audiovisual experience to record on various forms of disc.
1920 : Fischinger experiments with sound/vision synchronisation on film
1927 : First sound film, The Jazz Singer (Alan Crosland, USA)
1930 : Creation of first 'soundies'
1939 : Introduction of the Panarom
1940 : Peak period of MGM Hollywood musical
1954 : Elvis Presley records Thats all Right (Mama)
1960 : Scopitone introduced in France
1963 : UK's first music TV programme, Ready Steady Go (ITV)
1964 : Top of the Pops TV programme begins (BBC)
The Beatles release the film and album, A Hard Day's Night (Richard Lester, UK)
1966 : The Monkees' TV show starts on NBC in USA
1967 : The Beatles release TV promos for Penny Lane and Strawberry Fields Forever
1975 : Queen: Bohemian Rhapsody (Bruce Gowers)
1977 : Saturday NIght Fever (John Badham, USA)
1979: Buggles: Video Killed the Radio Star (Russell Mulcahy)
1980: David Bowie: Ashes to Ashes (David Mallet and David Bowie)
1981 : Pop Clicks on Nickelodeon
           MTV starts
           Duran Duran : Girls on Film (Kevin Godley and Lol Creme)
1983: Michael Jackson: Thriller (John Landis)
          Begining of country music Television (CMT)
1984 : Music Box starts in Europe
           MTV Video Music Awards launched
1985 : VH1 begins
           MTV taken over by Viacom
           Live Aid
1986 : Dire Straits: Money for Nothing (Steve Barron) is top video
1987 : MTV-Europe (MTV-E) launched, broadcasting to 1.6m homes
           Peter Gabriel: Sledgehammer (Stephen Johnson), wins best director award
1988 : MTV-Europe achieves 2.5m subscribers
1989 : MTV-Europe reaches 6.7m homes
           Live Broadcast form Moscow Peace Festival
           Madonna Express Yourself (David Fincher), wins best director award
1990 : Madonna: Vogue (David Fincher), wins best director award
           Launch of MTV-unplugged
1991 : Madonna : Justify My Love (Jean-Baptiste Mondino)
1992 : MTV launches The Real World, a fly-on-the-wall documentary following the lives of seven people sharing a New York loft
1993 : MTV launches TV series Beavies and Butthead
1994 : REM: Everybody Hurts (Jake Scott), wins best director award
           Launch of VH1 in UK
           Launch of MTV-Europe Music Award
1997 : MTV UK and Ireland launches as stand-alone channel
1998 : Launch of Celebrity Deathmatch
1999 : Fatboy Slim: Praise You (Spike Jonze), wins best director award
2000 : Launch of Jackass
2001: Lauch of MTV Dance

Definitions

Star Image: "A star image is an image constructed from a range of materials" (Richard Dyre 1979)

For Pop Music these materials include the songs (their lyrical themes and musical structures/genres), the record covers (singles and albums and the image of the star they present), the record covers (singles and albums and the image of the star they present), media coverage (from interviews about career and private life through to tabloid gossip), live performance (the image through the stage show) and arguably the most significantly the music videos, which may draw upon the image presented in each of the other aspects.

Each video may also draw upon its predecessor both in reinforcing the star's existing image and in taking the i mage on further, perhaps in new directions. Thus even more than Hollywood films may be seen as vehicles for their starts, music videos will act as a showcase for their talents and a significant part in the construction and maintenance of their image.



Voyeurism:
This idea comes from Freud, and has been much used in Media Studies, particularly in explaining the gendered pleasures of cinema. Broadly it refers to the idea of looking in order to gain sexual pleasure. It has been argued that the male viewers gaze at the screen is geared to notions of voyeurism in that it is a powerful controlling gaze at the objectified female on display. In music promos, as we have seen, the female on display has been a staple element through the Scopitones to Duran Du ran and beyond. Godwin argues that the female performer will frequently be objected in this fashion, often through a combination of camerawork and editing with fragmented body shots emphasising a sexualised treatment of the star. in male performance videos too the idea of voyeuristic treatment of the female body is often apparent with the use of dancers as adornments flattering the male star ego.
The idea becomes more complex when we see the male body on display and we might raise questions about how females viewers is invited to respond. Equally, the apparently more powerful independant female artists of recent years, from Madonna onwards, have added to the complexity of the gaze by being at once sexually provocative and apparently in control. This offers interesting questions for discussion of the range of audience experienced of music videos and the contradictory meanings they may evoke.
The idea of voyeurism is also frequently evident in music video through a system of screens within screens-characters shown watching performers or others on television, via webcam, as images on a video camera screen on CCTV within the world of the narrative. Indeed the proliferation of such motifs has reached a point where it has become almost an obsession in music promos.

Intertexualtity: 
The music video is often described as 'postmodern', a slippery term which is sometimes used as a substitute for intertextuality. Broadly, of we see music promos as frequently drawing upon existing texts in order to spark recognition in the audience, we have a working definition of 'intertextuality'. Not all audiences will necessarily spot the reference and this need not massively detract from their pleasure in the text itself, but it is often argued that greater pleasure will be derived by those who know the reference and are  somehow flattered by this.

It is perhaps not surprising that so many music videos draw upon cinemas as a starting point, since hteir directors are often film school graduates looking to move on eventually to the film industry itself. From Madonna's 'Material Girl; (Mary Lambert 1985, drawing on 'Diamonds are a Girl's Best Friend;) to 2Pac and Dr Dre's 'California Love'  (Hype Williams 1996, drawing on 'Mad Max') there are many examples of cinematic references which dominate music video. Television is often a point of reference too, as in The Beastie Boys' spoof cop show titles sequence for Sabotage (Spike Jonze 1994) or REMs recent news show parody 'Bad Day' (Tim Hope 2003).

John Stewart sees visual reference in music video coming from a range of sources, though the three most frequent are perhaps cinema, fashion and art photography. Fashion sometimes takes the form of specific catwalk references and sometime even the use of supermodels, as by George Michael in both 'Father Figure' (Morahan/Michael 1988) and 'Freedom' (Fincher 1990). Probably the most memorable example of reference to fashion photography is Robert Palmer's 'Addicted to Love' (Donovan 1986), parodied many times for its use of mannequin style females in the band fronted by a besuited Palmer. Shania Twain copied it for her 'Man I feel like a woman' (Paul Boyd 1999) and Tamra Davis directed a $350 parody of it for Tone Lac's 'Wild Thing' (1988).