Theories and how they apply to my work:

This post consists of every media theorist studied throughout A2 and outlines their theory. this is then applied to my own work to which I then stated how it supported or hindered its development.

Technology used:

• Microsoft Office - PowerPoint
• Slideshare (www.slideshare.net)

Editing

I decided to create this presentation to show the different types of editing software available to me and why I feel as though I would want to use a particular programme and the aspects of a programme that steer me away from them.

Featuring:

• Windows Movie Maker
• Adobe Premiere 
• Final Cut Pro
• iMovie 

Media used:

Prezi (www.prezi.com)

YouTube (for tutorial videos)

Subsidiary Media/Technology used:

iMovie (Last video - "Lighting")

Apple Mac

Windows Movie Maker (First two videos - "Picture Storyboard" & "Animatic Vs Test Shots")

Standard PC

Lighting

Today Jodie & I decided to do some serious work, which involved some fashionable costumes and poetic dance moves.

These shots already had the main room lights turned on, to which Jodie and I used the studio lights on top of this to experiment with them.

We tested:

• 2 side light positioned one to the left of us and one to the right of us 
• The main light which is a singular lamp positioned directly in front of us
• The right light just on its own
• The left light on its own
• All three lights at the same time (left, right & directly in front)
• No lights (the standard lights to the room)

In conclusion:

We realised that each light working individually gave off some sort of shadow, this would be effective when creating a 'reflective' piece where the tone of the video is intended to be quite deep or even depressive.

Using all three lamps at the same time created a 'full' effect emphasising the light on the both of us and out surroundings, making the video appear 'professionally finished'

When we used the two side lights in combination with one another, it created a 'spotlight' effect and deemed effective when the characters are located in the centre of the two, usually directly down the middle of the camera framing. Despite the fact that this is effective, when we moved about, shadows were created as a result.

Technology/Software used:

To shoot the video a standard camera was used, we edited the footage on an Apple Mac using the software iMovie.

Introduction to Digipaks

I created a Prezi to portray my initial understanding of Digpaks, this consists of existing Digipaks from artists within my chosen genre; The Script and Coldplay.

Programme used:

Prezi (Prezi.com)

Test Shots

I created this video using Windows Movie Maker, to show how I am planning to stick to my initial storyboard and how I choose to reflect my animatic / storyboard within my official video. I chose to film shots 7-10 in my animatic as a test of how the final piece would look if I continued to create at the same standard that I initially intend to.

Remainder of test shots not used in the video are shown print screened below:





Technology used:

• Standard video camera 
• Tripod
• Windows movie maker
• Blogger

Test Shot - Shooting Schedule

Test Shot Shooting Schedule:

Where: 
334 Cottingham Road
Apartment 40

Who:
Director - Holly Beaumont (Me)
Talent - Andrew MacIver 

When:
Sunday 17th November
11.00 - 13.00

Intentions:
To film a variety of test shots, using my storyboard a a guideline. I hope to begin at shot number 1 and finish at 10. Preferably focusing most importantly on shot numbers 7 - 10. 

Why?
I want to focus on shots 7 - 10 as this particular sequence includes a variety of cinematographic angles which is important to master when making a promotional music video to ensure it has a professional finish, this will help me gain experience and develop further when i come to creating my official video due to the fact that this will be my first time using the equipment. It will also be the first time that my talent has performed in front of a camera so this must be taken into consideration as there is a possibility that he may be camera shy as we begin.

Casting

With regards to talent for my music video. The characters consist of one male and one female with the male being the most predominant character within the video.

Male:

Name: Andrew MacIver

Age: 20

Role: "Boyfriend"

The reason I chose Andrew to play this role is because I feel he fits the role well, he has distinctive features such as bold blue eyes and strong cheekbones which work in combination to create the stereotypical 'look' of a music artist.

Female:

Name: Holly Beaumont

Age: 18

Role: "Girlfriend"

Due to the fact that the female role isn't used on a regular basis I decided to use myself to play this role as it is a lot more convenient regarding filming as it can be done there and then as opposed to hiring another character and arranging meetings/ times to film. 

Despite the fact that the female character has a clearly less significant role in the video in comparison to the male, the video would not make sense without her so contributes to the effectiveness of portraying the narrative to the audience effectively.

Roles/ Staffing

Here is a list of the roles I am hoping to fulfill as an individual. I am having to take on a lot of roles entwined into one due to the fact that the budget for the video is simply non-existent so I have to make do with what I have.

Executive producer -

I have to ensure I am able to manage finance, the time schedule in which I hope to complete things and who I want to be involved in my video. All of this had to be decided before I was able to go any further into the filming of my video

Writer -

Writers are responsible for developing the script from the concept they initially have to the final product. This is an important role that i must take on to ensure the creation of my video runs smoothly.

Director -

I have creative control of the production with regards to directing the performance of both my talent and crew (me). 

Production manager - 

Keeps on top of the day to day coordination of production, including facilities, equipment and post-production.

Storyboard artist - 

Works with producer/ director to produce a storyboard. In my case I have to review it myself and ensure I am fully happy with it before I decide to go ahead and fully develop it. I also provide myself with enough flexibility to ensure that if I was to steer away from my initial storyboard, I would still have potential to make my video successful as long as I am clear on how intend to achieve this.

Camera operator - 

Working as a camera operator, I am responsible for creating effective cinematography within my video to make it fluent and portray the narrative to the audience effectively, also including elements of performance within it.

Editor - 

The editor is responsible for selecting the best material to assemble into the final film, whilst incorporating sound and special effects if required. In my case I will not have to focus massively on sound effects due to the fact that the promotional piece I am making is a music video, meaning the predominant use of sound is my chosen song. Also, regarding special effects, I will not have to consider this as a result of my video focusing predominantly on simplistic values as opposed to using special effects as I feel as though this will overwhelm the sentimental message I intend to create.

I also aim to use Andrew MacIver to fulfill one of the main roles in relation to securing a successful music video creation...

Actor -

Andrew MacIver will be acting as the main source of talent within my video, he will be used as a massive attribute in ensuring the message of my video is portrayed effectively through both narrative and performance. 

I will also be acting as a source of talent within my video to fulfill a less significant role, I chose to use myself as it is a lot more convenient for me to feature within it as opposed to going through the hassle to find someone else to play a minor role. This is able to happen due to the fact that the shots I will be featured in uses a steady camera as opposed to camera movement, so I am not required to operate the camera whilst filming, it can be left on a tripod to film for the few seconds I am required.

Risk Assessment

These grids show the evaluation of potential risks that may occur throughout the filming process. The reason these have been acknowledged is due to the fact that I am now aware of the controls that can be made in relation to them, and the measures that can be taken to prevent them. Despite the fact that some things cant be helped, devising a grid such as this makes it easier to avoid making valuable mistakes.

Programme used:
Microsoft PowerPoint

Colour Connotations

I devised a chart to show the main color theme used throughout my promotional music video, the chart shows the predominant connotations that each colour portrays. This is effective as it gives me something to focus the relevance of my mise en scene on with regards to where to locate props and the message that I am portraying to the audience and whether I want that message to be subliminal or very obvious.

Programmes used:
Microsoft Powerpoint

Inspiration - Cinematography & Editing

In my study periods I took the time to research further into cinematography / editing shots to gain an insight into the broader range of elements there are. I decided to use YouTube and search the different camera angles and came across a video portraying these in a way that I enjoyed, courtesty of an American YouTuber, Hairodynamic.

CINEMATOGRAPHY:



This video helps me look further than standard, conventional mid shots used predominantly in music videos. It helps me when I come to create my video in relation to the fact that I can use different angles to portray a message effectively, in more depth, simply by changing the way that the camera is positioned.

EDITING:



I found this particular video, created by Hannah Lowings, useful as it helped me define the types of editing that I intend to use. It also made me aware of the different techniques that can be used for creating effective editing sequences, these can be interpreted into my music video to help it appear more fluent. The

Despite the fact that my video is planned to be simplistic with regards to the editing I choose to include (straight cuts & fades), looking at YouTube videos such as this one gives me an insight into edits that are different. This is effective due to the fact that it is always helpful to have more knowledge on production as I am now able to try out the different edits used within the tutorial in an attempt to make my video look even better than I originally anticipated. 

Usually I prefer to stick to my own ideas however I am willing to give the different elements of production a try as I will never know what is best for my video if I am not prepared to experiment with it.

Social Media used:
Youtube

Costume & Mise en Scene

Mise En Scene & Locations from holbeau

With regards to my current storyboard, I created a SlideShare to bring my ideas to life in relation to both costume and mise en scene. This particular SlideShare presents the prominent locations that I have in mind when contemplating areas to shoot. It shows the different intentions I have for my music video in relation to where I would like it to be shot and what I want my actor to be wearing in the filming process at different locations:

Each slide is conducted showing different elements within my storyboard:

Slide 1:
The first slide shows a basic male outfit used for sleeping consisting of shorts and a simple t-shirt in combination with socks. The location for this is the bedroom as the majority of scenes that require this attire are based predominantly around waking up/ getting dressed so is an effective reflection of the beginning of the day.

Slide 2:
This slide is similar to the first in relation to the fact that it is based in the same location, however, the outfit is different as we can now establish a contrast between the two outfits. It began as simple, basic and particularly slobby which has now evolved to a smart, formal and even serious outfit; connoting the idea that the reason for wearing it is particularly serious. Or the events that are to occur may be of a sensitive nature.

Slide 3:
This shows an adaptation of the second outfit, showing a coat and shoes now added to it. This  suggests that the artist is now leaving to which we cut to another location to shows the increasing climax with regards to the narrative. The location remains the same due to the bedroom being a conventional place for dressing. 

Slide 4:

This shows the mode of transport to the desired location, within my storyboard there are on average 7 shots that include mise en scene of this sort. It reflects that the artist is going through a journey, not just physically but mentally too...and he is taking the audience with him.

Slide 5:
Slide 5 shows the location that is responsible for the bulk of the narrative. We are introduced to this location around 2/3's of the way into the video, it helps us conclude our own interpretation of the narrative as a result of its suggestive features. The outfit remains the same as seen previously, this is relevant as it consists of outdoor, black attire which fits both the narrative and context. The black outfit links with both the loss of a loved one that is connoted throughout the video, and the end events; suggesting the main character commits suicide.

Slide 6:
The content within slide six occurs after slide 3, it consists of smart attire as we have previously seen the main character dressing so leads on in a linear format. Flashbacks are used in the clips that include this mise en scene, to help the audience grasp an insight of the videos narrative. Mise en scene consists of a kitchen environment, and burnt toast. This reflects the start of a bad day for the main character and is accentuated further through the use of a flashback to give the narrative more bulk.

Slide 7:
This slide shows similar mise en scene to the previous, however, we see a posh meal included. This is contained within the flashback that is used to show the main actor and a loved one sharing a meal for some sort of celebration. The attire shown in slide 6 is used one again after this one as it shows his snap back to reality.

Slide 8:
The mise en scene and location are exactly the same in both this slide and the previous, this is due to it being the same circumstances. The only difference is that it shows the females outfit. A black dress and studded necklace. This is used to reritorate the initial message of death despite the fact that we see her alive in the present shot. It supports the initial connotations of loss and maintains this despite the context it is given in.

Each slide works in combination with the sequence of my storyboard as it shows the order that the locations change and what they change to. Making this SlideShare made it easier to portray my ideas regarding mise en scene to the audience. The change of outfits throughout the video are also shown in individual slides in combination with the location they are likely to appear in; making it easier for the audience to visualise this.

Costume List:
MALE:

• Black Shorts, Plain Grey T-Shirt & Socks 
• Black Trousers, White Shirt, Black Tie, Black Pullover & Socks
• Black Trousers, White Shirt, Black Tie, Black Pullover, Black Formal Shoes & Coat
• Jeans, T-Shirt, Coat & Trainers

FEMALE:

• Black Midi Dress & Studded Necklace
• Jeans, Boots, Ribbed Socks, T- shirt, Scarf & Leather Jacket.

Programme used:

Microsoft PowerPoint

(Google - for pictures)

Animatic / Timings Issue

Extra Shots from holbeau

This SlideShare includes shots which were not included in the original animatic. This was due to the timings being confused as I realised that I had missed these shots out after continuing with the storyboard so I must take this into consideration when creating my official promotional device. Altercations will have to be made to ensure the timings are not changed massively; allowing the video to run as smooth as it does in my animatic.

Technology used:
Scanner  
SlideShare (www.slideshare.net)

Animatic

My animatic was created from my hand drawn storyboard to act as a form of planning and to give my promotional piece a sense of structure. The animatic contains an average of 60 shots. The timings were applied in a way that will be used to refer back to when organising the official clips that I will shoot, making it easier to create.

Technology used:
Scanner
Windows Move Maker

My Intentions - 21/11/13

My Music Video Intentions from holbeau

On 21/11/13 I decided to create a presentation to summarise my intentions at that particular time ranging from how i wanted to interpret existing theories into my work, to the location and outfits I am wanting to use when I decide to begin filming. 

This 'Intentions' presentation is the first step I am taking regarding ideas summary and making things a little clearer in my mind to help make the production process a lot easier form myself as I will have it in front of me. This will be updated if I encounter any issues throughout the process to make the changes I have made clear and the reason for doing so even clearer.

I devised a SlideShare in an attempt to summarise the intentions I have regarding the creation of my initial storyboard, showing the ideas that fuelled it and how I intend to go about achieving these goals.

Programmes used:
Microsoft PowerPoint
SlideShare (www.slideshare.net)

Audience Profile

I devised an audience profile to portray the target segment of my audience that I have concluded my music video as a promotional device is likely to appeal to. The statistics show that my video will appeal predominantly to females, this is reflected in my audience profile through the use of products which revolve around stereotypical female interests. Specific images which portray this are the use of make up and lipstick; cosmetics which are common in a stereotypical females life, mainstream shop names and snacks are also included which reinforces the mainstream elements of my video. However, the use of images such as 'Vans' reinforce the Pop/Rock genre that my video majorly intends to portray. These steer away from the mainstream elements suggested through the use of cosmetic products and high street brands, which brings a sense of individuality to my work. It also introduces the aspects of the video that will appeal to males through shoes, backpack and predominately male accessories.

HOWEVER:

Regarding music videos as a whole...

Statistically music videos, depending on the content, can appeal to 50% male and 50% female. However, the ability to both legally and illegally download both music videos and MP3 content can be held within those as young as the age of 10 years old and upwards. Many of the older viewers of music are likely to not be included within the D/E demographic that I stated above, but this is the demographic that I feel as though viewers interested in my music video are likely to be concerned with. Partly because it is from a students perspective (me) possibly suggesting that my ideas will be more relevant for those within the ages 16-25 as they are more relatable within that demographic, as opposed to those massively younger or massively older, simply through having things in common.

Technology used:
Microsoft PowerPoint
(Internet - for images)

Poll Results Analysis - Audience Research 3

This presentation was created to show the different elements I have researched regarding my target audience, the PowerPoint looks into my audience's gender, age, social class, background & interests which can all be applied to the development of my video in relation to keeping my target audience in mind. I decided to research my audience in lots of depth so I can gain a clear understanding of each dimension I am wanting to address in my video and how to go about doing this effectively.

Programmes used:
Microsoft PowerPoint
SlideShare (www.slideshare.net)

Audience Research 2

  To gain further audience research, I filmed Jodie's responses to the questions I was curious about. The reason I asked Jodie to be filmed is due to the fact that she is a prime individual to represent a particular segment of my target audience. The feedback I received from Jodie can now be put together with other existing feedback to be generalised as a whole.

When interviewing Jodie, the majority of her answers were what I desired, this is helpful as she can be used to represent a specific segment of my target audience and speak on their behalf. Her answers will also help me create my music video as they also act as a source of inspiration; encouraging me to think outside of the box.

Questions & Feedback:

• What is your favourite genre of music?

The feedback to this question was particularly useful due to this being the genre of the song I have chosen to create my music video to. Pop/Rock is a particularly interesting genre due to it appealing to a quite specific audience  as it is not particularly similar to either pop or rock as a singular genre, so narrows the audience base in comparison to these.

• Where do you watch music videos?

Jodie stated she watches the majority of music videos on the internet or on music channels, this is interesting as it helps me to consider the context that will be included within my ancillary texts, and the steps that will be taken to ensure the audience are to perceive the message I am portraying as a result of accurate representations of both the artist and the context within the song.

• Has a music video ever persuaded you to buy an artists album?

This answer stated that the music video can persuade Jodie to buy an artists album if the quality of it is very good. This is interesting regarding the fact that it gives me an incentive to make my music video the best quality possible, to ensure that the promotional aspects work in combination with the video's message to work as an efficient advertisement for the artist I am promoting.

• What is your favourite aspect of a music video?

The favourite aspect of music videos for Jodie, according to Sven Carlsson's aspects of narrative theory, is the element of narrative with subtle hints of performance. This answers works perfectly in combination with my intentions for my promotional piece as it will focus predominantly on a clear, powerful story-line  with elements of performance with regards to lip syncing at points throughout the video.

• What would you expect to see in a stereotypical Rock video?

The feedback received regarding stereotypical rock elements was that it is likely to have a predominantly dark atmosphere, this is then going to be portrayed through the performance and narrative of the video. Due to these being the most used elements regarding to Sven Carlsson's aspects of narrative theory. The performance element of the song is commonly shown through the use of stage performances and live gigs, with a strong narrative running through this. 

• What would you expect to see in a stereotypical Pop video?

Jodie said the elements she expects to see in a stereotypical Pop video is a lot of colour in combination with quirky outfits. These are likely to compliment one another and create a lighthearted theme to the video. 

• How often do you watch music videos?

Jodie states she watches music videos on quite a regular basis, this is interesting to know as it allows me to establish that my music video mustn't be repetitive or easily boring due to the fact that it is possible that it may be viewed several times throughout the day. It must be unique and leave the audience feeling as though they want to see it more as opposed to having to, whilst getting the urge to change over the channel.

• What would you expect to see in a video based on loss?

Black and white effects are expected in a music video based on loss, this is unique as it is not necessarily conventional of music videos to include different coloured shots so it is something I am keen on trying in an attempt to make my video as unique as possible, contributing to its promotional values.

• What type of fashion would you expect to see in a Pop/Rock music video?

Stereotypical fashion in a Pop/Rock music video, according to Jodie, is that of mainstream trends with a smart 'edge' to the outfit. This is good to incorporate with my initial ideas to show that I have taken my audience research into consideration.

• What colours connote sadness?

Jodie states that grey, blue, black and purple are all effective colours that connote sadness effectively. I was aiming to refer my video back to a grey theme which I am pleased came up within my audience research.

Technology used:
iPad

Social media used:
Youtube
'Capture' - an app that enabled us to upload our video straight to YouTube without editing.

Audience Research 1

Within the class, we were put into groups and were given the opportunity to ask questions in relation to our music video's regarding the queries we have. The answers helped me gain an insight into the demands of my target audience and the steps that I can take to fulfil them.

Questions & Feedback:

What is your favourite genre of music?

 The predominant feedback from this question was the element of Pop and Rock. This is the answer I was looking for as I am basing my music video around the Coldplay - The Scientist, which is predominantly of the Pop/ Rock genre.

•          Where do you watch music videos?

The answer to this question was both YouTube and the TV, this is interesting as it will give me more options when contemplating the media I will use regarding my ancillary texts. YouTube was the most favoured answer which reflects the uprising of the Internet and is now a lot more influential on peoples lives in comparison to 10 years previous.

•          Has a music video ever persuaded you to buy an artist’s album?

This allows me to conclude that despite the massive impact that a music video may have on an individual, it is not necessarily going to influence someone to buy the artists whole album; which is interesting to know. However, my peers also state that the odd time they may succumb to buying an artists album as a result of the video. This can be used as something for me to work upon and be used as an incentive to make my music video the best possible standard.

This particular r answer related to the Two Step Flow theory, implying that a music video, as a singular promotional piece, is not effective enough to persuade a viewer to buy the whole album. However, if a friend was to say to the individual how good both the video and the album is, they are going to be a lot more inclined to purchase the product due to hearing the opinion of someone who's opinion they value and trust. Due to the individuals been friends, it is likely that they both share the same interests, suggesting that all it takes is the direct promotion of a product from one individual to another that makes a product more consumable. 

•          What is your favourite aspect of a music video?

The narrative of a video is said to be the most favoured of the three aspects of narrative, according to Sven Carlssons theory. This works in my favour in relation to the fact that the theme of my music video is very heavily based around the aspect of narrative; with a predominant storyline running throughout.

•          What would you expect to see in a stereotypical rock video?
•          What would you expect to see in a stereotypical pop video?

Despite the fact that my video is based around Pop/Rock as opposed to Pop and Rock as a singular genre, I concluded that asking these questions would help with the creation of my music video with regards to the fact that I now know the elements to conclude subtly to create continuity and reinforce the ongoing pop/rock genre throughout the video. This is due to the fact that it is possible that the message may overwhelm the values of the song so can be reinforced by me in relation to Mise-en-Scene.

Technology used:
Standard camera
Tripod

Social media used:
YouTube

Found Images Storyboard

  I created this video on Windows Movie Maker, in a way that portrays basic ideas behind individual lines in my chosen song. I gained these simplistic images from Google. Each images links with a particular line in the songs lyrics, they were chosen through the literal imagery that comes to mind when listening to a certain part of the song. As the project progresses, the images will link with the lyrics regarding the fact it is a lot more in depth and sentimental.

Programme used:
Windows Movie Maker 
(Google - for pictures)

Social media used:
Youtube

Initial Ideas

This SlideShare consists of 3 original concepts that I created regarding the song I have chosen for my media text; Coldplay - The Scientist. It shows the different angles of which the song can be perceive and interpreted. I made the concepts both broad and narrow regarding the fact that the message can be applied to specific situations, although, they can also be identified with if an individual was not to have experienced a situation such as this within their lifetime; I feel as though revolving my music video around a concept such as this is likely to make it a lot more successful.

Programme used:
Microsoft Powerpoint
SlideShare (www.slideshare.net)

Lyric Analysis

The first interpretation of my lyrics consists of potential interpretations of the lyrics and the different themes that they can be perceived in relation to. These are relationship struggles and loss. I also highlighted key words that can be used on my 'found images' storyboard. I also wrote down the timings of the lyrics to help me when creating my own video and highlighted the structure of the song in relation to verse, chorus and mid-break's.

The second interpretation of the lyrics were a lot more narrow due to the fact that I chose a particular theme and used this to interpret the lyrics and found key phrases that supported it. The theme I chose was loss and regrets and the different ways that it can be perceived within the song. This will help me when creating my own video as it enables me to pick out particular phrases and tweak them, ensuring it relates to the concept of my idea efficiently.

Technology used:
Scanner

Coldplay - The Scientist

The song I chose to base my media text around is Coldplay - The Scientist. The reason behind choosing this text is due to the fact that it revolves around my chosen genre; Pop Rock. I am wanting to make my own video with the intentions of revolving around the sentimental, un-materialistic values, I feel as though this song is perfect regarding the fact that it has a broad meaning and is open to interpretation; it can be perceived in a variety of different way which makes it effective.

Social media used:
YouTube

Codes & Conventions

This Prezi shows the codes & conventions of a typical Pop Rock music video. It also shows elements of predominantly Pop and predominantly Rock conventions and how they are similar, and also the ways in which they differ. It also shows how both genres have merged together to create the genre of Pop Rock and how this has been influential regarding music videos of today.

Technology used:
Prezi - prezi.com

Video Analyses 2

I devised this Prezi to adapt on my previous analysis of these 3 particular videos. I created the presentation to show more depth in relation to the four key elements: Mise En Scene, Editing, Sound and Cinematography.

Programme used:
Prezi - prezi.com

Video Analyses 1

I have chosen a selection of videos to help me gain inspiration for my own music video. Each video revolves around the same genre, this being that of alternative rock with slight hints of pop as a sub-genre.

The first video I chose to analyse was Passenger - Let Her Go. The reason behind this is due to the fact that I really enjoy the simplistic element of the text, it emphasises the effectiveness of the message and broadens the audiences understanding of the ideology that the artist is trying to portray.



The message behind this video is said to have two meanings, the first - according to Passenger himself- relates to a break up in a relationship and the struggle he had with letting 'her' go. In my opinion, the message of the video can be generalised in relation to the fact that the main understanding of the song relates to the idea of loss. This is why it will be so influential in the creation of my own music video as I want to focus on this aspect too. It is something that anyone and everyone can relate to from one perspective or another.

The second of the three videos I am going to analyse is Ed Sheeran - Lego House. The genre of this video is considered to be pop rock. This is similar to Passenger - Let Her Go in relation to the the fact that they each associated with rock vibes.

Cinematography:

In the first 10 seconds of the music video, the camera angles are majorly close ups. Each shot focuses on a very simplistic item which immediately creates a rapport with the audience regarding their understanding of the video; we establish that not only the visual images, but the song too is very simplistic - simple but effective.

Regarding camera movement, in various shots, it appears to be almost handheld which gives the audience a sense of the atmosphere within the video - it makes us feel included and compliments the sentimental value of the song; making it even more so effective.
Along with close up shots,medium shots are also used a lot within the video as it once again reinforces the concert narrative, it allows us to see the artist from the perspective of those at the concert, and the angle that they would perceive it.

Editing:

Throughout the full 4:15 video, there are 92 edits. This is particularly low in comparison to videos of other genres although, i feel as though it fits the message of this video well. It enables the viewer to gain an insight into the different aspects of the artists life through the varied edits. We are able to see backstage elements as well as public performances courtesy of the edits - this adds personal value to the video as we are invited to feel the artists emotions and almost help us identify with his struggle regarding narrative. 

Connotations / Audience:

The mise en scene within this video helps create particular connotations, for example, the dark lighting throughout the video helps the audience identify that this video is going to be deep regarding its meaning. We are able to understand that this is not a 'feel-good' song; it has meaning and also holds the potential to make individuals reflect on similar events that may have occurred in their own life.

The location of the song is incredibly simplistic. The use of the bare stage with the artist centered within it reinforces the fact that the focus is on him and the messages he is sending to the audience; without being majorly obvious. The twinkle of light on the stage set up also reinforces the effectiveness of the simplistic qualities; it also connotes the elements of hope within the song - he acknowledges that he has made mistakes and the twinkle of lighting suggests his hope for a second chance an allows us to identify that he has regrets regarding the situation.

The use of acoustic guitars within the video connote the idea of the song being stripped back and straight to the point; which is often the message that videos of this caliber intent to do and is shown clearly in this minimalistic performance. 

The audience for this particular song are likely to be those of any age but possibly, mainly males; the reason being is due to the fact that it says 'let her go' meaning that this is a song that most males can relate to, whereas, for women it may be more difficult. Although, the clear broadness of the song makes it easy for women to identify with the song from a different perspective; due to the effectiveness of it.

Ideology/Representation:

Regarding ideology, the message behind this video continues the representations portrayed throughout. This is shown through the simplistic construction of the video, once again. The artist is trying to represent himself as someone who isn't massively wealthy or smart; his love for something else overrides the materialistic values that a lot of music videos have, which once again makes the representations more effective as it not only reinforced through the ideological values as the narrative influences this too.

The artist, Passenger, is represented in a light which makes him appear as someone that is not necessarily materialistic; he is more concerned with the finer things in life; family, friends and loved ones; all shown in the video. 

Theorist:

In relation to theorists, Levi Strauss' theory of Binary Opposites could potentially apply to this particular song. The reason behind this is the fact that Strauss states that we understand texts from not only what we see, but from the opposites they reflect. I feel this applies to this song as we, the viewer, must understand the 'feel-good' vibes of a pop song to be able to appreciate the in depth, sentimental values of a narrative of a song in this caliber  Although, this theory could also be challenged regarding the fact that the person we believe to be the protagonist (Passenger) also acts in some ways as the antagonist due to the fact that he is the reason behind 'letting her go'. As, if he was not to let her go, and she had left on her own merit we would be able to establish binary opposites between the two, we would empathise with Passenger as he would be represented as the protagonist, whereas his partner would be classed as the antagonist; it can be viewed from both perspectives which both refute and support the theory.



The meaning of this song is somewhat similar to 'Let Her Go' regarding the fact that it portrays the image of a struggle. Although, it differs in relation to the fact that it doesn't only focus on one sort of pain; such as a relationship. It combines the pain of relationships, friendship and internal struggle into one. This is something which helps me gain inspiration from due to the fact that my video will also portray the struggle of the main character in quite a heart wrenching way. Also, the fact that this videos doesn't necessarily have a set theme to it, allows it to be open to interpretation regarding the fact that the audience can relate to it in whichever way they desire. Another similarity between the two videos is the fact that they each show some context regarding performances. Although, differ from the perspective of which they are shown.

Cinematography:

Within the first 10 second of the video, a lot of both medium and log shots are used. These are effective as it helps the audience establish both character roles and locations. The fact that it is not Ed Sheeran performing the song in the video, allows us to establish the originality of it. Long shots are used throughout the video to emphasise the obscenity of the video. For example, a long shot is shown to show Rupert Grint in a room with several lamps; the unusuality of this shot suggests that the video will continue with this theme. This video could also be considered to be simple but effective, although in a very different way to Passenger - Let Her Go. It has humorous values and the way that the camera is used.

Editing:

Regarding editing, this particular music video uses continuity editing in relation to the fact  that it portrays a form of cohesive narrative to the audience. A variety of straight cuts are used in this video to emphasise the linear sequence portrayed through the lyrics. Similarly to 'Let Her Go' the video edits to show backstage clips and shots of the live performance too; although, this is from a clearly different angle regarding the intentions of the main character. In this video we identify that the main character is very obsessive in relation to the artist performing; whereas 'Let Her Go' has clear, sentimental ideology. There are 106 cuts in this particular music video, which is similar to the video analysed above. To make the video seem more upbeat in comparison to 'Let Her Go' it cuts on the prominent beat; emphasisiing the rhythmic value of the song.

Connotations/Audience:

The connotations of the song are particularly contrasting through the use of lighting; this reflects the bitter sweet reality of the main characters lifestyle. The dark lighting portrays the depressive mood that the character is feeling at that particular point in time, and the brighter light allows us to infer that this is the hope that the main character has to fulfill his aspirations of meeting the main performer; Ed Sheeran. The audience could relate to this in a variety of ways, either through the same way as the main character - fantasising about meeting their favourite celebrity. Or, they could identify this song in a completely different way due to the fact that the visual images and song lyrics are contrasting in theirself. They do not reflect one another in a definite way; they are broad and open to interpretation which makes this song so effective as the audience can relate to it as they wish.

Regarding the location of the video, the long, establishing shots connote the ideas within Rupert Grint's characters mind. It suggests that his mind is so open to all things and once again, reinforces the idea of hope. The objects within it, such as boats on the river are just small elements within this big idea he has which is shown through the use of a large landscape. It also allows us to conclude that these are the different components that are required to ensure his master plan is successful.

The audience for this video are likely to be those around the teen ages, the reason behind this is due to the fact that teenagers are brought up in an era which revolves around technology and the internet, making them more likely to be inclined regarding the use of the internet; stereotypically making them the most popular audience for a song of this sort.

Ideology/Representation:

In relation to the way the main character is perceived, it is very unconventional in comparison to the majority of music videos we see from artists within this genre (pop rock). The reason behind this is the fact that Grint is shown as an incredibly obsessive individual with the fixation on a particular artist. This message could also be used as a way to mock the society of today regarding the similar role that fan girls would take regarding particular artists and bands.

Regarding the values and beliefs behind the song, it can be perceived in a variety of ways which makes it hard to narrow the definite message that it is trying to portray to the audience. It can be influential from both negative and positive perspectives.

Theories:

Ed Sheeran - Lego House refutes Michael Shores statement regarding the fact that he argues that music videos have 'classical storytelling motifs'. This is clearly rejected within this video as the narrative within it is incredibly unique. The outcome is unpredictable and the audience are left anticipating the ending. 

The third song I chose to use for my analyses is The Script - Nothing. The genre of this song is slight more 'poppy' in comparison to the other two, although, it still contains some rock elements which makes it relevant regarding my desired music video genre is pop/rock.



The meaning behind this song is particularly similar to those analysed above. It is once again focusing on the loss of someone and clearly shows the persons grief. The loss can be interpreted in various ways such as relating to relationships or it is possible that she may have died; it depends on the viewers interpretation. This is a perfect video to take inspiration from as i want to make 'loss' a clear theme throughout my video with simplistic elements that emphasise the sentimental value of this. I also want my video to be interpreted diversely as although it will have one main theme I would like it to show abstract qualities as I feel these are all elements which make an industry standard music video.

Cinematography:

In the first 10 seconds of the video, close up shots are used predominantly to portray emotions of the artist to the audience. This song is very emotional so shots of this caliber are important. The first shot of the video is a extreme long shot, this is used to establish the location; this is done as it is an unusual location so the audience are aware of this. Regarding camera handling, the movement of the camera is wobbling, and almost looks as though it is handheld; this clearly portrays the disoriented/drunk feeling within the artists mind. Long shots are used within this particular music video to reinforce the location; as this is a prominent element of the video.

In particular shots, the camera pans and tilts, this creates the idea that the audience are an onlooker within the group of people. We get to see the situation and how it unfolds in real time due to the camera being handled in this way.

Editing:

In relation to editing, standard, straight clips are used predominantly within the text. Although, fades are used at particular points in the video in an attempt to make the water effect appear more realistic.

There are a total of 149 edits in this particular text, towards the end of the video the edits begin to speed up, this potentially portrays the adrenaline racing through the artists body as the climax of the video is reached. It could also be interpreted in a way that would reflect the artists heartbeat, it is fact paced due to anticipation of the way the situation is to unfold. Each of these interpretations may not be accurate as they can be perceived in any way that the audience wish.


Connotations/Audience:

The connotations of this particular video are somewhat depressive, this is shown through the immediate dark room that we see the artist within. This automatically allows us to conclude that the narrative of the song is likely to be that with a deep meaning. The flow of alcohol shown at the beginning of the text also engages the audience through the suggestion that something dramatic is to occur as a result of this.

Regarding audience, as stated previously, the predominant audience of videos such as this are those in their teenage years due to the fact that they are more inclined in relation to the use of internet and are the target audience for music channels that play videos of this sort; which reinforces my main point. However, the audience are likely to be more female orientated due to the fact that the band are all male, although male fans are likely to be included too as these people may be who they aspire to be.

When the artist is underwater, it connotes the idea that he is engrossed in his aspirations. He dreamt of winning this girl back and he is now living the dream. The light shining above them and through the water is the reinforced hope, and almost innocence between the two characters as they are overwhelmed with happiness, this is juxtaposed through the dark light returning once again as he is pulled from the water; his feelings are once again reduced.

Ideology/Representation:

In relation to the ideology portrayed to the audience, the artist engages the audience in a way that almost allows them to empathise with him. This is not only shown through the visual images, but through the lyrical narrative also. It is almost contrasting through the character roles due to the fact that the character appears to be someone that is friend-orientated which suggests he has a lot of support behind him regarding situations of this sort. The fact that he seems so weak despite the amount of support he has around him goes against the stereotypical 'lad' connotations and shows that he really does care about the girl in question; this could be contrasted with today's society in relation to stereotypes.

The artist is also thoroughly upset throughout the video which also represents women in the negative light regarding the fact that the woman is responsible for the pain he is going to, possibly representing her in a light that suggests she is heartless.

Theories:

The Script's Nothing could potentially relate to Tessa Perkins theory regarding Stereotypes. The reason behind this is due to the fact that the main character in this media text does not conform to the typical stereotypes that we would expect to see in a 25-30 year old male. Tessa States that 'stereotypes are hard to change' although if men took note of the actions that the main character took it could potentially change the way they are perceived in society regarding stereotypes.

Social media used:
YouTube

History of Chosen Medium

I created a Prezi to ensure I explored the different elements that contributed to the revolution of music videos throughout time.

Programme used:
Prezi - prezi.com

Clips

Here is a collection of videos which relate to the brief regarding the music video I am hoping to re-create; they each relate to the video I am wanting to make in relation to genre and the four key elements.



Passenger - Let Her Go



Ed Sheeran - Lego House



The Script - Nothing



Jason Mraz - I Won't Give Up



Coldplay - The Scientist

Each of these clips relate to the pop/ rock genre, i feel the main aim of these videos are to create a bond with the audience in order for them to identify with the artist and relate to the circumstances regarding a particular situation. I feel these are a relevant selection to choose from, as they each seem to affect the viewer in a similar way, although, they appear to be somewhat diverse in the way that they do so. The set-up for each song is quite simplistic which allows me to take this in consideration when choosing how to create my very own music video; it does not have to be massively jazzy to be effective.

The reason i chose this particular selection to gain inspiration from is the fact that i am wanting to create my music video with a sentimental message behind it, whilst being portrayed in a very sophistic, simple and effective way. The reason behind each of the videos being from a male perspective is due to the fact that I am wanting the main character of my video to be male also. These will also help me take inspiration regarding conventions and makes it easier to understand how to structure my video regarding conformity to these "rules".

Social media used:
YouTube