Target Audience Research- Qualitative Questionaire

Audience research- Quantitative questionaire

Audience Research

As a follow up from my secondary research conducted on different audiences, I decided to produce a quantitative questionnaire, looking into what people prefer in a music video. For this part, I decided to ask a broad range of ages, just to see general opinions on the subject of music videos. I will then produce a qualitative questionnaire, asking people their opinions on some typical and essential factors of music videos. This way, I should be able to gain a wide understanding on what can make my music video successful.

I decided to ask the same amount of females and males on their opinions. This way, I feel as though I could gain data which I could generalise and that was reliable.

By conducting this quantitative questionnaire I have learnt that music videos are watched fairly frequently, and are popular amongst a range of age groups. The most popular genre was from my questionnaire was Indie, with the Pop genre falling shortly behind. This means that when creating my video, I could chose either Pop or Indie, which is what I had planned to do, or use a pop song and create a music video including narrative conventions. In terms of what video people like to watch, there wasn't a clear difference between the options given, but realism and cinematic proved to be popular amongst my audience surveyed. This is good because it means that I can be creative and include elements which I have identified from music videos that I have analysed previously. My questionnaire also shows that people prefer a narrative based music video than a performance based video. This is good because it means that I can stick to my original plan of basing my video around a narrative, meaning I can create a hopefully meaningful music video. I will also attempt to avoid having a generic or boring storyline, as well as acquiring the best actors possible so that this aspect doesn't let the video down. In order to avoid a boring storyline, I will plan my video carefully, gaining audience feedback from my specific target audience in order to tailor it to their needs. I also found that audiences like some link in terms of lyrics and video, so that there is some connection and that it won't be too boring. In order to avoid this, I hope to link the song and video slightly whilst maintaining an exciting storyline.

Recognising Audiences- Who watches music videos?

Recongnising Audiences- Who watches mucic videos?

In order to find a suitable audience for my own music video, I needed to research into different types of audiences who listen to particular genres of music, but also if these audiences will consume music video content. 

I then decided to research into different audiences. By doing this, I found that within each element of defining audiences, there are multiple sub-categories that can be recognised.

There are 3 main categories I need to consider when thinking about who my target audience will be:

The Age Category consists of:

• Children
• Teens
• Young adults
• Adults
• Elderly

Although it isn't exactly defining specific ages, this gives me an insight into the general age groups I must consider. 

  Gender:

• Male
• Female 

 Class and Status:

• Working Class
• Lower Middle Class
• Upper Middle Class
• Upper Class

By conducting research into the different age categories, I think that my most likely target audience will be teens and young adults, both male and female, from working to upper class. This is because I think that I will be making a music video for an indie or pop/indie track, producing a narrative, and i think that this will most interest these age groups. However, I will conduct futher research into the specific audiences which consume indie music videos.

Effect Inspiration from Oh Wonder 'Drive'

Oh Wonder 'Drive' 

Oh Wonder wrote and produced a song called 'Drive'. This music was written and produced by the band, but it was Directed by Thomas James. He is a smaller director, illustrator and designer, based in London and has won numerous awards for his work, such as the British Art and Design Graduate of the Year in September 2010. What originally drew me to this video was the effects which had been added to the video post-production, and also the professional edits. 

I really like how Thomas James started the video, by using an establishing shot of a long road, which looks to be in the middle of no where. This almost sets the scene of the narrative. As well as this, the effect placed onto the footage has given it is sepia/yellow tone, to which the title and name of the artist has been placed over the top of the shot, in a sans-serif yellow front. The title 'Drive' is already reflected by the first shot the audience see, because the road is relevant to driving. 

I also really like the incorporated close up shots used throughout the video. This one in particular is effective because whilst she is driving along the highway, the music is playing from the radio, and so the sound is relevant to where the music is coming from, using diegetic sound. I think this is effective, because the music then kicks in fully so the audience can here it, which is non-diegetic sound.

A medium shot is presented of the car, again reinforcing the fact that this song's title is 'Drive' as the car acts as an iconic image. Again, the sepia effect is continued throughout this part of the video, and the old fashioned car represents the retro look that that this director has opted for.

I also found this part of the video to be particularly effective. This is because the slow motion used as well as the low key lighting, gives off a different ambience to the rest of the video. The fire is accentuated as it is bright, and the slow motion of the girl dancing has been executed well, as it almost represents a memory or flashback. This is something perhaps I could include in my final video, or even speed up my footage for effect.

Another shot I feel is effective is the long shot, to which the director has used a wide screen cinematic effect. This again portrays the location, as well as the distance between the two characters. This could metaphorically represent the distance they feel in their relationship. which is portrayed through this song.

I really like how Thomas James captured this establishing shot shown through a GIF shown below. The sun has just set, so the sky is a beautiful colour which is accentuated by the effect on the video. Furthermore, I also like how the lights inside the house draw emphasis to the house, and then the shot cuts to them inside the house. Again, the same effect is used, in slow motion of the girl throwing all items off the side.

The final shot which I found effective, is another long shot. The retro effect again, really makes the sunset look beautiful, and I think that this shot is beautiful. I would really like to capture a sunset in my own footage, but this can be hard to execute well, but I would really like to attempt it. This shot has therefore inspired me.

What I learnt...

I really think that this video is very effective, and that Thomas James directed this fantastically. The use of colour manipulation throughout the video, as well as the use of different shots, slow motion, and the use of high and low key lighting to contrast shots, has really made this video very effective for the audience, and I can hopefully take some elements from this video as inspiration for my own video.

Director inspiration- Yoann Lemoine

Yoann Lemonine

Yoann Lemoine is a French music video director, graphic designer. His most notable works include his music video direction for Katy Perry's "Teenage Dream", Taylor Swift's single "Back to December", and Lana Del Rey's "Born to Die".

Lana Del Rey- Born to Die

What first drew me to Lemonine's work was the 'Born to Die' music video by Lana Del Rey, released onto YouTube on 14th December 2011. As of the 19/07/16, this video has 267,912,078 views. The combination of shots, as well as effects which have been added to the video are especially effective, making this video particularly appealing for the audience. 

The makeup and costume, as well as props such as the lions create a superior persona for the artist. This video is mainly performance based, with elements of a narrative being included. The difference in lighting is also effective, with more intimate scenes in darker lighting to represent this, whereas when Lana is sat in a hall, the shots are crisp and clear, emphasising her facial features and expressions.

Katy Perry- Teenage Dream

Another video by this director is Katy Perry's 'Teenage Dream' video. This video was released onto YouTube on 9th September 2010, and as of 19/07/2016 it has 45,161,548 views. This is another video which I find to be effective, because the retro/faded effects make the video effective to the audience, and this is the kind of effect I would like to include in my final video.

The aim of this video is to portray a 'teenage dream' and I definitely think that this was conveyed effectively through the use of intimate shots of Katy and a male actor, as well as the idea of Katy being 'free' and enjoying her life as a teen, with her partner and friends driving along a highway.

The shots here are almost as if they have been filmed by a hand held camera, as if the video is a memory of that teenage dream. The combination of shots of Katy and the male being intimate, whilst partying, conveys a teenage lifestyle well, and so this video has been directed to a high standard.

Taylor Swift- Back to December

The final video which I have chosen to look at by Yoann Lemoine is 'Back to December'. This video was released onto YouTube on 1st February 2011 and as of 19/07/2016 it has

136,380,738 views. 

I have noticed that this video, is cleverly set in a winter setting which is image and lyric cohesion. Secondly, something else which is effective, is the retro/faded effect on the video, which seems to be a running theme throughout all of Lemoine's videos. As I mentioned before, I really like the sepia/faded colour which has been used on the shots. Furthermore, the wide shots in the video are also particularly effective as it adds to the cinematic effects.

 

Also, on the walking shots, a steady cam has been used so the shots are smooth, so this has been directed to a very high standard. I also like again, how a relationship between a girl and a boy is portrayed, with a slight narrative being incorporated into the video. This is particularly effective. 

What I have learnt...

I really love Yoann Lemoine's videos. The way he captures the moments of a video and reflects the lyrics is of such a high quality. A theme which appears to run through these videos is that he seems to direct music videos which have a relationship within them. Furthermore, he also uses sepia/faded effects and widescreen cinematic footage in all 3 videos analysed, so this may be a running theme. This is something I have found to be particularly effective and has really inspired and reinforced the idea that I wish to include this effect in my own final video.

Digipak Analysis- Panic! at the Disco 'Too weird to live, too rare to die'

Digipak Analysis- 'Too weird to live, too rare to die' Panic! at the Disco

Panic! at the Disco is an American pop rock band from Las Vegas, Nevada, formed in 2004. Too Weird to Live, Too Rare to Die! is the fourth studio album by Panic! At The Disco,  and was released on October 8, 2013 on Decaydance and Fueled by Ramen.

The Cover

The cover of this album is very creative, as it is predominantly black and white, but the smoke from the cigarette is in a multi-coloured edit. This automatically gives off an edgy feel, and automatically draws attention to this aspect. This could signify the vibrancy and energetic tracks which are featured on the album, as well as being creative and different, which is the image the band portray. The 'live' and 'die' are in a black serif font, and both this words are oxymoronic as they contrast each other. The ' Too weird to' is in a sans serif black font. This therefore extenuates the 'live' and 'die'. The Panic! at the Disco is also in a black serif font. I really like the positioning of the title on the top left hand corner, as it draws more emphasis onto the image. This is very effective photography and designing.

The Middle Slides

The first of the middle slides consists of both image and text. The left hand side, consists of the first two tracks on the album 'This is Gospel' and 'Miss Jackson'. Underneath the titles of the songs, which are presented in a red serif font, the lyrics of the songs are presented. I think this feature is very effective, as it represents how the band want their audience to know the lyrics so that perhaps at concerts, they will feel much more connected to their fans if they are singing all of the words. As well as this, a small image of the band is presented so the audience can place a face with the music they listen to. On the right hand side, a image of the main singer is shown, he is dressed in a blue suit holding a briefcase. This could represent how seriously he takes his role as a member of a well known band, treating it as a serious business. The image is also in a faded, sepia effect giving the album a retro feel. This image is in colour, which differs from the front cover. This could link back to the cover, as a cigarette looks boring from the outside, but when some people smoke it, they feel benefits from it, and so this could be a metaphor for the excitement inside the album.

 
The second page spread is similar to that of the first, showing a image this time on the left hand side, of one of the other band members, this time pictures inside a bedroom, staring out through the door. The door is blue, which relates back to the colour of the lead singers suit. Furthermore, the vibrant colour of the carpet relates back to the front of the album cover with the smoke trail which is multi-coloured. Consistency is shown here, as there are 3 more song titles with the lyrics placed below. Again, the tiles are in a red serif font, with the lyrics in a black sans serif font. This is effective because like on the front of the album cover, the 'Too weird to' is in the same black sans serif font, but then the 'Live' is shown in the same serif font as the song titles. This is effective because all of the aspects of the album feel as though they link, and so it feel as though the album is one unit, which is very effective.

The next double page spread has a larger photo, covering about 3/4 of the two pages. This shows the three band members stood on the top of a building, with palm trees and a motel sign, advertising hotel rooms. This could explain as to why the previous photo shows a band member stood in what looks like a hotel room. Again, this is edited with a green tint, giving the image a definite retro feel. The members are again dressed in smart attire, which is effective as they look serious about their business. On the far right hand side, two song titles with the lyrics are included, in the same layout and fonts as mentioned in the previous slides, to which the consistency is effective. In addition, the continued theme of blue is shown here, as the band are stood on a blue platform.

The final of the middle page spreads consists of a photo of another of the band members, this time sat on the bed of the hotel room pictured on one of the previous spreads. Again, the blue theme is carried through to this spread as well, as a different shot of the blue door is shown. On the right hand page, 3 more songs with the lyrics are presented, with two small photos of the band, again the blue theme is noticeable with the blue skies.

 

The Back Slides

The back page of the digipak consists of an image of the lead singer, again the photo is edited to a blue effect. The singer (Brendon) is photographed again, smoking a cigarette, similar to the album cover. This depicts a indie/alternative look, even though this band are mainly pop/alternative pop, but they definitely touch on the indie genre through their image but also their videos too. On the right hand side, there is text showing who helped to write and produce their music. This text is very small, in order to fit all of the important information on. The audience may not necessarily read this, but it shows the album is legitimate. The most important aspects of the test are in the red serif font, which really highlights this aspect and is a repeat of how the tracks throughout the digipak are in this font. 

The CD Disk

The CD disk is very simplistic, presenting the same skyline of the city as the front cover, which is very effective and aesthetically pleasing. This again, shows continuity throughout the album. The same font used for the album title and name of the band used on the front cover of the album is used on the CD, but this time it is centred in the middle, as well as information about the record company and who the album was produced by.

 

The Back Cover

The theme of city life is used throughout the digipak. A nice way to finish is the back cover, and this is again, in black and white and is a over the shoulder shot of the lead singer, in a open top car. Something I think is effective is how the sun cuts over the top of the car, so the lighting in this shot is very effective. On top of this, I like how there is the use of direct address, as if you look carefully, in the car mirror you can see Brendon's eyes.

Conclusion

I like how their album cover, CD and back cover are in black and white, but the inside is very colourful and vibrant. I really like the overall theme of this digipak, as the use of colour and editing, the use of location and light is very effective and professional. Even though this isn't a indie band, they definitely hold typical conventions of a indie band. I think that this album will act as a good model for what I would like to produce. 

Digipak Analysis- The 1975s

 The 1975s Digipak

The 1975 are an English alternative rock band formed in Wilmslow, Cheshire. This self titled album. The 1975 is the self-titled debut studio album by English alternative rock band The 1975. It was released on 2 September 2013 through Dirty Hit and Polydor.

The Cover

I really like the front cover of this album, because the dark colours represent the theme of the album, whilst also portraying the genre of their music, which is indie-rock. The black and white also mimics the videos created by the band from the album, which are also edited to a black and white theme. These intertexual references give the band an identity of being an indie band. Songs which have been turned into music videos of this album include 'Chocolate' and 'Sex'. 'The 1975' text isn't overly clear, but adds to the indie feel of the album. Furthermore, this is pictured to the centre of what appears to be a photo frame or black board, which has been illuminated from behind using a light. This creates effective shadows and draws attention to the illuminated self title. The simplistic use of colour and shapes, and also the absence of the band members on the front of the album, mirrors the fact that their videos are often narratives and so the meaning of their lyrics is far more important than their actual image.

The inside slide

The inside cover, unsurprisingly is minimalistic just like the front cover. The text dominates the slide, as there aren't any images of the band presented. On top of this, many logos are used as well, also pictured below the information about who helped to produce the album. I personality don't really like the entire text look, even though it is simplistic, but I feel that this isn't creative and doesn't really represent the band very effectively. It kind of hides their identity. However, that being said, it provides the essential information the audience require and the black and white sans serif font fits with the rest of the theme of the album.

The CD Disk

The theme of the CD follows on from the cover, in all grey and the band name is portrayed in a much darker shade of black. The theme throughout is clearly black and white, which ties the whole album together nicely and perhaps is portraying a darker side to the album. Again, it is very simplistic and doesn't give any clues about what the overall theme of the album may be. On top of this, a retro theme is presented throughout the digipak, as this CD resembles that of a vinyl record. This strongly suggests their alternative indie approach to their music, and that their aren't your typical boy-band producing pop songs.

 

The Back Cover

The back cover is similar to the front as the colour scheme is similar; being dark black and also having the same chalkboard which again, like the front cover, is illuminated by lights. The same sans-serif white font is used again, on a reverse block background, like the front cover of the album but this time to portray the song tracks. Again, the band aren't pictured on the back cover either, but this is a typical convention of a indie music video, as the emphasis is on the music rather than the band image itself. Typically, the barcode and information about the producers of the album are on the back of the album. The name of the record label is also present, to make the audience aware of which label this band belong to.

What I have learnt...

From analysing this digipak, I have learnt that sometimes, too simplistic isn't effective. I don't feel as though the colour schemes sell the band well, nor does it attract and captivate the audience and make them want to buy and listen to the album. I feel as though it lacks creativity. However, I do like the consistency and the fact that their is a clear monochromic colour scheme throughout.



Digipak Analysis- Florence and the Machine 'Lungs'

Digipak analysis- Florence and the Machine

Florence and the Machine are an English indie rock band that formed in London in 2007. The album 'Lungs' was released on 3 July 2009 by Island Records.

The Cover

The front cover displays Florence portrayed in a almost mystical way. The cover portrays her wearing a pair of lungs, pictured on the outside of her body which is tied with a ribbon around her neck which is a iconic image. This represents the title of the CD. Behind her, is a back drop of what appears to be a tapestry, with wild flowers and birds, which could represent the purity of nature and the importance of the countryside, so pure air for her lungs. Furthermore, Florence's hair is also styled into a loose pony tail, which presents the indie rock look, which is the genre of this album and so this differs from the mainstream look that other pop stars may go for. On top of this, the mid shot of Florence represents how she is the focal point of the album, as the text doesn't overwhelm the photo and so the audience's attention is drawn to her. The typography is on a reverse block background, with 'Florence and the Machine' is a serif white font, at the very top of the cover. The title of the album 'Lungs' is placed at the bottom centre of the cover, in a sans serif font, different to the name of the band. The simple fonts don't distract away from the very effective and creative image placed on the cover, which initially draws the audience in.

 

The Middle Slides

The middle slides of the digipak display a number of different images of Florence, with elements of song lyrics on each page, which all rhyme and almost tell a story. The fact that all of the images are just of Florence, represents how the main focus is her throughout the album, as she is the voice of the band. All the images are in a cinematic, retro/sepia effect or black and white. I really like this style as it portrays the indie-rock feel nicely.
The first double page spread are two images of Florence. The first, is a shower screen which is steamed over. This is effective imagery because the audience can still tell who the artist is, and can also see her expression. This however, could be down to the male gaze as suggested by Laura Mulvey, because the expression on Florence's face could suggest that she is being objectified. On the second page of the first spread, Florence is photographed looking away from the camera. This is effective because it presents the artist as having a shy side. On top of this, the effects used here are effective because they are orange/sepia toned which is a common convention of the indie-rock genre.

The second spread consists of two different images. The first being black and white, again with the lyrics presented on the page in a white sans serif font, which is used for the lyric extracts throughout. This image presents Florence wearing just a pair of lungs. Under this, it appears as though she isn't wearing anything else. In a way, this is voyeurism. The image is effective because it portrays the natural and stripped back version of the artist, to which the naturalistic approach by Negus can be applied. The other image on the right of this spread is an image of Florence, holding a white bunny rabbit. She is sat on a vintage box, with unusual wallpaper displayed behind her. Here, she is revealing much of her legs, again this could be associated with voyeurism. The effect on this image is slightly faded, which is effective because it shows a consistent approach to the indie image.

 

On the third spread of images, the same sepia/orange tint is used on this photos, making all the images consistent which ties the album together nicely. The first image, Florence again, avoids eye contact with the camera. In a way, the expression on her face could be interpreted as being ashamed. The image on the right depicts a sexual image, as her facial expression conveys this, as well as the positioning of her hands. Furthermore, the lyrics on this spread read 'I slipped my hand under her shirt, I said don't worry it's not going to hurt'. This acts as image-text cohesion, as the text therefore may reinforce as a euphemism what the image is attempting to subtly convey.

 

The forth page spread consists of one image, spread over the two pages. Florence is pictured onto the right hand side, again not looking directly looking into the camera, so there isn't a direct address with the audience. On the left hand side, a retro television with Pineapple and fruit on the bed. This is an unusual image to go for, but this confirms the individuality, reinforcing the indie look as this is definitely creative and different, and not the image you would find on a pop artists' digipak.

 

The fifth page spread appears different to the previous page spreads. This is because a close up shot is used on the left hand side, and then an extreme close up on the right hand side. This is effective because the image on the right hand side is direct address, and so the artist is looking directly at the audience, as well as this, the image appears to have a white smudge over the top of the image. This is effective because it gives the image a distinctive look.

 

The Back Slides

The back slides present the audience with a message to her fans, and then this follows with a 2 page spread of who produced and wrote the songs. This information is written in a sans serif white font, on a reverse block. This is effective because the theme towards the back slides is black and white, and so this matches the images inside the CD booklet too. One page is a collage of different images of the band, in black and white, showing images of them drinking and playing their instruments.

The final image on the very back of the booklet presents Florence crowd surfing over fans. You can't see her face, or the fans faces which almost presents a sense of a loss of identity, perhaps suggesting that all her fans are of equal importance.

 

The CD Disk

The CD is very effective, because it is a image of human lungs, which ties the album together nicely, mirroring the title, front cover and back cover. This has been created using graphics, as two hands are seen to be holding the lungs, perhaps suggesting how important they are to human life. As well as this, the title of the album 'Lungs' is centre to the CD, in a white sans serif font. This is exactly the same font used on the front of the album cover.

 

The Back Cover

The back cover also mirrors the front cover but also the name of the album. This back cover is especially effective because each part of the lung is annotated with a number. Then, below the names of the tracks are shown, with numbers next to them, suggesting that each part of the lung has been named with a song title. The text is on a reverse block background, in a sans serif white font. This is effective because the text is consistent the entire way through the album, so it makes the album feel as one unit.

 

What I have learnt...

This digipak is effective because it is consistent throughout. This makes the album feel as one unit, and as though a lot of thought has gone into the design to see how it would best reflect the title of the album. As well as this, I think the usage of photography is especially effective throughout the middle slides, as this is creative and portrays the indie image. The effects on the photos are also really effective, and this is something I would like to include on my own digipak.



Music Video Analysis- Bastille 'Good Greif'

Bastille 'Good Greif' music video

Bastille are an English indie rock band formed in 2010. The music video 'Good Greif' was released on 22nd June 2016 and as of 14th July 2016, it has 1,579,009 views. The duration is 3 minutes 56 seconds. The video is linked below:

Narrative/Performance

The narrative for this video doesn't really follow a clear story line, and so it leaves the audience a little unsure about the meaning as it doesn't really make a lot of sense, or reflect the lyrics. The disjointed storyline includes the repeated reference of girl, especially in a sexual way, which is Laura Mulvey's theory whereby females are objectified in front of the camera, due to a usually male cameraman. As well as this, there is the unusual frequent appearance of a Teddy, perhaps a child inference representing how woman can often be patronised, but this can be inferred in a number of ways. There is also the repeated appearance of a telephone, which seems to be significant in the video, as the lyrics 'I miss you' may be the lead singer trying to contact a ex partner. The video is mainly narrative based, but the performance element from the band comes later on in the video.

 

Representation between lyrics and visuals

The title 'Good Grief' is reinforced throughout the video, this is because the extreme images do make the audience think 'Good Greif' what is this? The storyline is quite disjointed and so the video doesn't really make a lot of sense. Furthermore 'Every minute of every hour' is used as a representation between lyrics and visuals, because the band look at their watches when this lyric is sang. On top of this, the lyric 'Each miss fire' shows the characters holding guns and suggests the act of violence. This lyric and visual cohesion is effective because it reinforces the lyrics for the audience.

 

Representation between music and visuals

There are a number of moments in the music video where their is a relationship between the music and visuals. For example, a girl is seen to be playing the drums, which emphasises the instrumental parts of the music. When the drums are the main part of the track that the audience hear, this is when we see the image of the girl on the drums, which I think is highly effective because it represents the instrument and the role it plays within the music composure. The video doesn't cut to the beat of the music, as again this portrays the randomness of this video. The editing of the video is also the same pace throughout; which is fast paced editing, as the tempo of the song is fairly quick. I think this is highly effective.

 

Camerawork

The camerawork throughout the video is particularly effective because it incorporates many different shot types. For example, the repeated shot of the mobile phone and the extreme close up shot of the telephone number dials are repeated throughout, which is effective because it really makes the audience question the significance of this.  Furthermore, the repeated shots of a naked woman is also questionable, sexualising women. There are also frequent shots of a naked women's breasts. This therefore portrays an image of the band that they sexualise women, and also presents voyeurism.

 

Mise en Scene and Editing

The editing in this music video is highly effective. This is because the head of the singer is just lying on a table, disconnected to the rest of his body. As well as this, a woman's body is changed through the use of editing into a forest landscape, representing nature. As well as this, slow motion is used to show the girls roller-skating, which gives a different feel to the music video. In terms of Mise en Scene, the costume varies depending on the scene, and isn't consistent due to the nature of the video. In addition, the lighting and colours are fairly bright to portray that the video is a happy one. Fast paced editing also fits the tempo of the music.

 

Intertexual References

Basille's video for 'Good Greif' is very different to the others, for example 'Things we lost in the fire' is completely different in the sense that it is set at night, and has a more clear storyline. On top of this, it doesn't sexualise women. However, the storyline is still slightly disjointed, which appears to be a running theme.

 

Conclusion

To conclude, this wasn't the video I expected this song to have when I first heard it. I don't think I like the style of this video, as it doesn't incorporate any cinematic features which I wish to include in my own video. Furthermore, I don't like the sexualising of women in the video, and there isn't a clear storyline. This video hasn't inspired me. 

Music Video Analysis of 'The Wild' Paper Shop Dave

Jake Maud's Final Video for Paper Shop Dave- 'The Wild'

As I have been given the task to analyse music videos, I thought I would choose to analyse another students music video. Even though this is a student video, I really do think that it is of an exceptional standard and is definitely much better than some professional music videos that I have seen. Therefore, I will analyse this video in the same way as the professional ones as I believe that this video will give me some valuable inspiration. This video was created by Jake Maud of Punchline records for a Nottingham Band; Paper Shop Dave. They are an indie band and so will have a narrative similar to what I wish to create.

The narrative 

The audience assume that the narrative is revolved around the progression of a drug prominent relationship between two teenagers. This is purely a narrative based performance, with no performance in the video, as non of the band members appear. I think this is effective because it creates a sense of a narrative the entire way through the music video, so doesn't distract away from this. The video is seen to progress, showing the relationship of the two characters develop over the 6 minutes and 5 second duration, as well as the journey they take, showing them in different settings, from a beach at the beginning as an establishing shot, to an abandoned school, and also a bedroom setting, showing the effects of being intoxicated, until the end where the audience assume for the character to have committed suicide, promoting the danger of drugs. It is really effective how there is a beginning, middle and an end.

The relationship between lyrics and visuals 

The title of the song is 'The Wild' which is represented throughout the narrative, as essentially this is what the teenagers are depicted as; being wild. They are frequently shown to be taking drugs and drinking alcohol, which has a negative impact on their relationship, as the audience sees how the relationship begins to slowly fall apart.
There aren't really any specific lyric and visual links, apart from in one section of the video. This is shown through 'Don't look at me into these eyes' where the characters are seen to be looking at each other. The fact that there isn't much lyric and visuals representation, it is still really effective that just a narrative is portrayed throughout.

The relationship between music and visuals

The music doesn't cut to the beat of the music, only occasionally but this is not intentional,it is most likely to be coinsidental. The solo instrumentals are not illustrated by instrumentals, as the band aren't present within the video, so the narrative continues during this part. In addition, the video changes pace with the music, as the shots are slow towards the beginning and then build tempo at the end. The edits and cuts become faster as the music increases, so some parts of the video are sped up for effect, again to portray an intoxicated effect.

Camerawork

At the beginning of the video, an establishing shot is used to set the scene of the video. There are also mainly two shots throughout the video, to portray the realtionship between the two characters. As well as this, there are many different shots incoorporated into the video, such as high and low shots of the car towards the middle of the video. The use of extreme close up shots are also really effective to show the detail or sheer emotion of the characters.

Mise en Scene and editing  

The editing is very effective throughout the video. I really like the cinematic techniques, for example the entire video is edited to a sepia/faded colour sceme, with effective use of shadows and colour overlap. I think this is very effective and is something I would like to include in my own video. As well as this, the effect of the distored images and overlaps of footage really emphasises the intoxicated image. 
In terms of their clothing, the two main chatacters are seen to be wearing 'indie' clothes, such as patterns and quite alot of black. This reinforces the indie feel. Moreover, props such as false drugs (talcom powder), drugs and cigarettes are used, which again promotes the dangers of taking drugs. The lighting throughout is fairly dim, especially in the indoor scenes which creates a fuzzy effect on the video, but I think this is effective. 

Intertexual References

As this is a local band who are fairly new on the scene, they only have one other video by them. Again, this portrays the indie genre. This video is called 'Next Day' but is a performance based video, which differs to 'The Wild' as the band appear and mime the lyrics. Like in 'The Wild' music video, no sexual references are made.

Conclusion 

Overall, I feel as though this video might be something I would like to take inspiration from. This is because the narrative is very creative and incoorporates different shots effectively. As well as this, it has a significant meaning which is obvious to the audience. On top of this, I like the overall edits and the cinematic techniques used and think it is very effective.





Music Video Analysis: Panic Chord by Gabrielle Aplin

Panic Chord- Gabrielle Aplin

Gabrielle Aplin is an English singer-song writer. She gained mainstream attention in 2012 when she was selected to record the soundtrack for the John Lewis Christmas Advert in 2012. Shorty after in May 2013, she released her debut album 'English Rain', to which she released a number of singles off the album, with one being 'Panic Chord' which I have chosen to analyse.  

The single Panic Chord was released onto YouTube on 10th March 2013, by Gabrielle Aplin's own record label; Never Fade records. The video was directed by Kinga Burza and is three minutes and twenty-seven seconds in duration. The genre of this song is folk/pop, but the video has a narrative revoling around the main singer, showing similar conventions to a indie music video, which is the style I think I will most likely create my video around. 

Narrative and performance

This music video cleverly combines two elements; performance and narrative. This is because Gabrielle Aplin appears in the video, mimes the lyrics to her song, but the video progresses into a narrative, fluctuating from performance to a narrative. Through the video, the audience learns that the video is based around memories of a relationship, as different items she picks up in the present out of a souvenir box, trigger memories with what the audience assumes to be a previous boyfriend. The camera cleverly switches between the past and present. The camera focuses on Aplin singing and playing her guitar, which is mirroring the features of an indie music video. The video then progresses to show the relationship unfold with a male character.

The relationship between lyrics and visuals- Goodwin

Throughout this video, there are a number of times where the visual images reinforce the meaning of the lyrics. I have selected some of the elements I found to be effective. Having a relationship between lyrics and visuals is effective because it helps the audience see what the lyrics could have been suggesting. For example, the first lyrics 'You kept all the things I threw away' is shown through the action of Gabrielle Aplin uncovering a box from under a cover, which suggests she is looking through this box in order to re-live the memories.

Another time where there is image and lyric cohesion is during the lyric 'A leaf I picked a birthday card I made' which shows Gabrielle taking out a birthday card from the box. This suggests that she is looking through the box her partner kept, whilst also effectively reinforcing the actions within the lyrics through visual imagery.

Another effective moment in the video where the relationship between the music video and the visuals and lyrics is 'Maybe, you were happy I was bored' to which the camera then cuts to Gabrielle sat with who we assume to be the ex-boyfriend she is singing about, doing a jigsaw and her facial expression portrays her boredom.

Relationship between music and visuals

Throughout the video, each shot doesn't cut to the beat of the music. I don't think that this is a problem, because it isn't something I initially notice in a video. This being said, the shots are fairly short and do cut quite quickly, using mainly straight cuts as this is a typical convention of a music video. The fast paced editing matches the rhythm of the song. Furthermore, throughout the video, the camera cuts back to show frequent shots of Gabrielle on the guitar. This is because the guitar is one of the main sounds in the video, and so this is signified through the frequent shots of her playing the guitar. This is effective because it shows how Gabrielle writes and plays her own music, suggesting a naturalistic approach as suggested by Negus' theory.

Camerawork  

There are many close up shots of the artist whilst she is playing the guitar and miming the words, but also when she is acting in the narrative with the male. This is effective because it conveys her emotion and how she feels, perhaps sadness and regret which is reinforced through the lyrics. The image that is emphasised to the audience is one that is honest, perhaps portraying the reality of a relationship. As well as this, the record company represent Gabrielle as a normal person, she isn't given the 'Star Image' and she also isn't sexualised or objectified in this video, or other music videos she has performed in.

The repeated use of mid shots represents her relationship with the male character, while mid shots are particularly effective to show the skill of her playing the guitar.

Intertexual reference

This video related to other videos by Gabrielle Aplin. The music video for 'Home' is very similar, combining both a narrative and performance, whilst also incorporating the same cinematic techniques and faded, sepia edits which I find very effective, and is something I would possibly like to include in my own video. On top of this 'Please Don't Say You Love Me' also suggests a narrative of a troubled relationship, but again both the narrative and performance are not sexualised, suggesting how Aplin doesn't have the typical star image which many pop stars have.

Mise en Scene and editing

Both Gabrielle and the male character are seen to be wearing fairly ordinary clothes, again portraying the naturalistic image which Gabrielle Aplin is marketed for. Their outfits fit the narrative, as they are just a boyfriend and girlfriend spending time together, and so of course their outfits are naturally very ordinary. I think this is effective because it doesn't draw attention away from what is happening during the music video. Gabrielle's makeup and hair is also very natural, which again supports the naturalistic approach and marketing strategy.

The editing throughout this music video is very effective, especially the cinematic, retro/saturated effect with shadows and shallow focus used to emphasis the artist and blur out the background scenes. I really like this effect as it gives a softer feel, and is also aesthetically pleasing.

Conclusion

Overall, I really like the overall effect, meaning and finish of this music video. In particular, I like the narrative and the saturated effect throughout the video. I also like the links between the lyrics and visuals, as this isn't done too often and therefore doesn't appear cheesy. However, when I come to create my own music video, I don't think I will be using a performance based video, or perhaps I will combine narrative and performance together, but base it more around a narrative, as I deem this to be much more effective.