Research into locations

Damien Rice - The Blower's Daughter show's a beach location being used as a place of reflection and melancholy. Damien Rice's music video is actually a music video for the movie Closer, but it has a narrative inbetween the movie clips. The narrative is a couple wanting each other, which links to my own music video themes. Damien Rice's video is set in winter similar to when my own music video will be filmed, but winter also links to sadness and things no longer growing which represents the relationship in my music video not growing, and being sad and cold between the couple.

Researching album covers

Researching album covers on Prezi

What have you learnt from your audience feedback?

1. What do you like on the whole about the music video?

2. What genre would you link with this music video?

3. What do you think about the actors? Do they fit the roles? Can you relate to them?

4. What part of the video grabbed your attention the most?

5. What did you dislike about the music video?

6. What other music have you heard which links to this music video?

My target audience is young females, and possible males who are of folk-pop genre, who listen to music such as Ellie Goulding and Laura Marling, while shopping at Topshop and vintage boutiques. My target audience are quite quirky and different, and enjoy listening to new music to add to their favourites which is why I think they will respond to Shannon Hurley, and have asked these questions to make sure I have achieved everything they have wanted from a music video.

I gave my questionnaire out to people aged 16-24, mainly females because of the feminine qualities surrounding the music video, but also a few males to get their opinion and hear their thoughts on the male actor in the music video and how they respond to him. I used facebook (a social networking website) to hand out questions to people who I believe fit my target audience, and I also handed out questionnaires at sixth form to hear their response about the music video.

The answers I received were very useful. For the first question a lot of people replied with, 'the relationship of the two actors is very effective', 'the relationship and how you have captured all the relationship qualities really helps me respond to the actors', 'I really enjoy the aesthetics of the music video'. The last quote about the aesthetics of the music video really helped me realize that the music video had captured that folk-pop feel of the music video, which is really important because the music video is targeting the right audience through the feeling of the music video.

For the second question the responses were quite varied, 'The song links to the acoustic genre.. the split screen is so creative that makes me think folk', which is what I was aiming at because the song is acoustic, but it has the elements of the folk genre. I want my audiences to think about all these qualities when they are watching the video.

For the third question my most helpful answer, and the one which made me feel confident and helped me realize that I had achieved something which worried me was, 'The actors are really realistic which makes me relate to them'. I was worried in the beginning about the cast of the music video because they were quite unconventional and not like actors in other music videos. I wanted the female character to have that beauty aspect around her, but I also wanted audiences to recognize something in her which they see in their friends which makes the music video something audiences can relate too.

The fourth question was about which part of the music video grabbed your attention and the answers varied from, 'the train station shots' too 'the shots of the live performance and the use of one space.', which shows how the location reaches out to different audience members of the folk genre. I am glad that the audience likes the one location because that shows that the folk aspect of privacy, cosiness and friendliness have come through in the video and have helped the audience relate to the surroundings of the artist.

The fifth question asked the audience what part of the music video they disliked and the helpful answer which really made me think was, 'At the start instead of going straight into the artist playing, introduce your characters to the audience further.'. This answer is really helpful, and had made me think that if I could re-do the music video I would carry on with the characters much further to introduce them and introduce the atmosphere of the video in more depth.

In the sixth question a lot of people answered with Laura Marling and Ellie Goudling which is really good because then the genre of folk-pop has really shown through the video. We wanted the creative flair of Laura Marling's videos but the music is similar to Ellie Goulding and Kate Voegele we wanted aspects of them in the music video also.

Hearing audience feedback has made me feel more confident about the music video, and has helped me understand further how I have achieved to target my audience.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

By researching other music videos and media theorists such as Goodwin I was able develop conventions of real media products, and use them to my advantage.

Goodwin's theory consists of eight aspects; how the music video has links between the lyrics and the visuals, intertexual references, music videos demonstrate genre characteristics, representation of the artist in the music video and a performance based/narrative based music videos. My music video ties in with a lot of Goodwin's theories and by researching him I was able to use real media conventions in my music video.

The links in the music video to the lyrics is why we chose a relationship breaking down, 'I want to touch you', 'I want to see you', and 'I want to make you see That yesterday was long ago', are all the lyrics which are constantly being repeated through the whole song so that's why we decided on a relationship falling apart. The lyrics 'I want to see you', also links in with the music video because the couple are on the train getting ready to meet each other again which shows that the couple want to see each other again. Music videos constantly reference the lyrics in their visuals like Daniel Powter - Bad Day music video where the lyrics 'Cos you had a bad day' is constantly referenced in the actors facial expressions and how the actors continue out their days in a bad rut. Goodwin's theory of the lyrics linking to the music video has helped me develop real media conventions.

Another theory of Goodwin's is intertexual references which is why I began researching music videos. I initially researched videos before I had any ideas and before I had a song to get inspired, and realize what music I wanted. From this research, I found my song and then began to research videos which inspired me for the concepts for the music video. Daniel Powter - Bad Day is a heavy influence on the whole music video because of the combination of live performance and a narrative story told through split screens. The initial idea of split screens came from the movie 500 Days of Summer and how they tell a relationship through these split screens, but after I had further researched split screen music videos I liked Daniel Powter's video the most. From Daniel Powter's video led me onto research Plain White T's - Hey There Delilah and then get the idea of featuring small aspects of the location around the music video. My music video is heavily influenced by other media products therefore following the conventions of real media products, and my music video has loads of intertexual links to other music videos.

Goodwin's theory also suggests that the music video should have the genre's characteristics through the music video. The folk-pop genre of my target audience is shown through the idea of a broken up relationship because this targets the audience of females at the age of 16-24. The idea of split screens links to the creativity of the genre which is folk, so the music video has to have a 'quirky' and strange quality to it to recognize the genre of artsy folk.

As a production group we wanted to add a live performance because of the research into Daniel Powter - Bad Day music video. I thought the live performance was a good way of portraying the artist to the audience and also portraying the audience through the artist. Several music videos portray their audience through their live performances like rock music videos will use live performances their 'punk' audience will be shown in the video. I researched other live performances which link to my target audience such as Laura Marling - Damage Done, who links to the folk audience, and Marina and the Diamonds - Hollywood acoustic, which also links to the pop audience. From these videos I wanted to incorporate live performance with the narrative so I could portray my audience. I have done this by using a singular room which makes the performance more intimate, private and relaxed which links to the folk target audience. Adding a live performance uses the theory of Goodwin but I didn't have Goodwin in mind when I researched live performances. Live performances use media conventions to portray the audience, and to portray the artist to potential audiences.

The idea of using a narrative for the music video links to other music videos therefore the use of media conventions. The narrative also doesn't follow a linear structure therefore also following media conventions of a music video because music videos don't have to have a beginning, middle or end, so I have featured in the music video a flashback to show audiences that the couple featured in the music video used to be in love.

The mise-en-scene throughout the music video are developments of conventions I have gained by researching other media products. For example, the split screens have been taken from 500 Days of Summer and Daniel Powter - Bad Day music video showing that split screens are a real media convention used to tell the narrative in different ways. I have used the split screens to show the divide between the two character's and how separate they are, similar to how the character's in Daniel Powter - Bad Day are presented. The use of a beach location links to media conventions because music videos such as Damien Rice - The Blower's Daughter uses a beach as a place of sadness and reflection over a relationship which I have taken into my own music video to reflect the melancholy of my music video.

I have been able to develop and use media conventions with the help of the theorist Goodwin, who's theories have taught me how to create a conventional music video. My music video doesn't challenge media conventions really, because all the qualities in my music video have featured conventional media conventions.

Researching live performances of other artists

As a production group we decided that we wanted to add a live performance and not only the narrative of our music video to tie in with other real media products.

I looked at these videos then sent them to the rest of my production group to analyse. From these videos I liked the use of the surroundings in the live performance and the interesting camera angles to make a live performance more interesting. I also like the use of one room and not a stage, it makes it seem more personal and cosy.

From these videos we were largely inspired to add our own live performance, and took elements from these videos to add to our own music video such as; the use of one room, filming elements of that one room, and filming the artist while she is not playing.

{INITIAL RESEARCH} I'll Be Yours - Those Dancing Days Analysis

LYRICS;

I was always searching for the last dismissing

now that I found you, wishes do come true

Butterflies inside me, make us fly where we want

I'm holding on, I'll be holding on

I'll be yours and you're mine, and I'll be your friend, let's stay till the end,

I'll never stop loving you

I'll be yours and you're mine, I'll never let go, don't ever let go

I'll never stop loving you

Capture me in your arms, wrap your soul around me,

never felt so free, you're so close to me

Lie on the clouds and we're kissing the sky,

rain drops are falling but we're staying dry

And I'll be holding on, I'll be holding on

I'll be yours and you're mine, and I'll be your friend, let's stay till the end,

I'll never stop loving you

I'll be yours and you're mine, I'll never let go, don't ever let go

I'll never stop loving you

I'll be yours and you're mine, and I'll be your friend, let's stay till the end,

I'll never stop loving you

I'll be yours and you're mine, I'll never let go, don't ever let go

I'll never stop loving you

I'll be yours and you're mine, I'll never let go, don't ever let go

I'll never stop loving you.

Who is the band and what kind of genre is the music?

The band consists of five girls from Stockholm, and they are compared to 1960s girl groups and compared to Northern Soul. They formed in 2005 while they were still all in school. They are signed to Wichita Recordings and are an indie pop band.

What music video conventions have been used?

Their music video doesn't follow an ordered narrative (non-linear narrative) or a real storyline which is typical of a music video because music videos don't have too. A music video can just capture a feeling of the song or the lyrics of the song to create a music video and just portray themselves through live performances etc which Those Dancing Days has done in their music video. The music video also features a live performance which is a recurring music video convention because this allows audiences viewing the music video to see the bands usual audience/fans, and also get a sense of the band and what they are about. Live performances introduce the band to potential audiences and also setting up a relationship with their existing audience.

How do they link to the lyrics? What do they connote?

I'll be yours and you're mine, and I'll be your friend, let's stay till the end,

I'll never stop loving you

I think these lyrics link to the video the most because the video is very fun, and about friendships and relationships which links to the top lines of the lyrics. The music video is a repetition of the same recurring theme of friendships and relationships with people which keeps audiences reminded of the lyric 'I'll be your friend' etc. There are several long shots of people running around and laughing and participating in friendship activities which emphasizes that cheerful/friendly quality of the lyrics and how friendships should last 'till the end'. To contribute to that friendly atmosphere there are a few close ups of smiles and laughs which keeps up that same repetition. The whole video seems to be concentrated on the people in your life and how they make it fun, and the music video connotes all of this.

How is the audience represented?

The audience is represented through the artist's style and genre. The target audience seems to be indie teenagers which is represented through the artists choice in clothes and other aspects of their lifestyle. The artists wear clothes like large jumpers, long hair with square fringes, vintage clothing, shorts and tights etc which links to their audience who probably wear similar clothing. The audience is featured in the music video by the artists doing live performances and the music video showing other people who look similar to the artist and not just in their clothes but their happy atmosphere and their 'living life to the fullest' attitude.

What is the relationship between artist and audience?

The artist is featured playing in small venues such as bars, basements, backrooms etc which makes the relationship between artist and audience seem personal and the band seem to have a small following which again makes the relationship seem personal especially in their audience space.

How is the video appealing to target audience?

Their target audience has featured in their music video and from this it makes it easier to see how the music video appeals to the artists target audience. The music video is visually creative and artsy in the way that the shots are quite bleached out, and how they have used focal points to create moments of blur and sharpened moments. The video had been edited fast paced which appeals to the fun and party side of the target audience which is featured in the bands video.

Screenshot of music video

This screenshot shows the happy and playful theme which echoes all through the music video. This mid shot shows smiles, and the girl dancing through happiness with a friend which connotes the lyrics of the song.

This long shot just reinforces the friendship which runs through the music video and the union of people. The girl represents her audience's sense of style; hairbuns, cardigans and tights etc = indie audience.

This long shot of the band shows all members and they represent their audience. They appeal to a more female audience because they are an all girl group and their lyrics are romantic and sometimes melancholic which appeals to more of a feminine audience. Their sense of style echoes their audiences; quirky sense of style, creams, chiffons.

This long shot actually moves into a close up of the friends smiling which shows what I have mentioned before (plenty of close ups of smiles). Friendship is just reinforced here in an activity which is fun and silly.

In this long shot showing the bands dressing room and most of the band getting ready two of the band members high five which shows unity and support from friends and how friends cheer each other on. The high five is friendly.

I have chosen to show this shot because of the band members fringe because her sense of style is probably the same as her target audience. (Indie audience)

All of these shots just act as evidence to everything I have already said; the bands sense of style representing their target audience to audiences, their friendship activities, their unity, and the silly activities they get involved in which makes their audience want to do the same.

These shots are all different live performances of the band on tour which shows the audience their dedication to their music by showing how much they perform. The whole music video is like a video diary which really connects the band members and audiences because the band have set up a personal relationship with the audience. The band is letting the audience into their lives which makes the band seem open, friendly, and happy which is all shown in the video.

HAPPY, FRIENDSHIP, UNITY, LAUGHS, STYLE. AUDIENCE REPRESENTED THROUGH THEM.

The above shot is of the band's audience watching them live and because this is shown in the music video the band is showing other audiences the importance of their fans and how they think they are important enough to be featured in their music video.

The rest of the shots just show everything I have already mentioned which the music video continuously repeats throughout. Friendship being important, constantly having a laugh, the band's dedication to their music and how much they enjoy what they do, the importance of their fans and audience, and a lot of love and fun.

Final Cut for Music Video