COURSEWORK SUMMER PROJECT

1) Research: Music Videos

Music Video 1: Narrative

• In Michael Jackson’s music video “Thriller” there is a narrative being played out in the first 4 minutes of the video. We can apply this narrative to Todorov’s narrative theory. At the beginning, there is a state of equilibrium with Michael and his girlfriend in the car. Then there is disequilibrium when they run out of gas and Michael transforms into a werewolf and the girlfriend is being chased. In the end there is new equilibrium when the camera switches to the cinema showing Michael and his girlfriend in the audience letting us know none of it was real. Strauss’s theory of binary opposition is shown in the music video where we view the girlfriend as good and the werewolf and zombies as evil. It also can represent life versus death. The Thriller music video makes allusions to the horror genre and horror films. the narrative could also be changing from child to adolescence.

Music Video 2: Camerawork (shots, angles, movement)

• In Childish Gambino’s music video “This is America” there isn’t a lot of camera movement as the video is mostly based in one location. The camera regularly pans out and widens as the main actor of the video gets closer, putting the attention on him and allowing side characters to come in as well. The video contains a lot of long shots and full shots. This allows the audience to full see what is going on like the dancing and the gestures. It lets you focus on what is happening in each shot. The video also includes a lot of tracking shots. The shots made in the video were stretched out perhaps for dramatization or hypnotisation. Back lighting from the sun is mostly used throughout the music video. Professional lighting is not really used it mainly comes from the sun. There isnt really any transitions as everything happens mostly in one shot.

Music Video 3: Mise-en-scene

• In Imagine Dragon’s music video “Thunder”, only black and white clothing is worn, there are multiple shots of people dancing, they are wearing unusual outfits. The different actors have ace masks on giving them an alien-like identity. There is a lot of high-key lighting used in the video. Some of the actors seem to be out of it in the video as they are just standing still with no facial expressions looking ahead. The actors themselves don't really use props as hey either just stand or dance. In one scene there are blocks with lines behind one of the actors. The actors have synchronised dance routines sometimes. The setting is kind of dystopian like. The video can be seen as taking a personal journey and overcoming struggles. It can also be seen as not conforming to society's standards. However, some members in the video are fitting in to society's standards.

Music Video 4: Editing

• In Foals’ music video “Hummer”, there are a lot of fast paced cuts which are edited to cut with the beat. There are also lots of close up shots. The beat of the music matches up with the editing of the scenes. For most  of the first part of the video only the guitars and drums are featured not the people. Over the shoulder view is used in the music video. Whenever the camera changes scenes it does not really move, it stays focused on that then changes. Contrapuntal music and sound is used a lot throughout the music video which makes the video and music sound similar. it also makes the video editing style and music align. They like to use editing in the video to match the lyrics in a way. "Quiet heartbeats" but they have loud beats in the video. "Race right through you" like the speed of the editing.

Music Video 5: Conventions

• In Beastie Boys music video “Sabotage”, there is a key convention of intertextuality shown by featuring police and the 1970s era. Intertexuality's of the 1970s is shown when the people in the video are dresses in the 70s style sunglasses, bushy moustache and long hair. The music video uses music and visuals that correlate with the music. The people in the music video that dress like the policemen also have these 1970s features and characteristics. This intensifies the viewers experience when watching the video. Much of the music video can be seen as a joke or a skit and not be taken seriously, it could have mainly have been made for entertainment. The way the music video plays out makes it seem like it is a tv show and comical. This may appeal to a younger audience as well as an older audience. The scene theyre acting out may take focus away from the lyrics.

Music Video 6: Visual effects, intertextuality or product placement

• In Beastie Boys music video “Sabotage”, there is a key convention of intertextuality shown by featuring police and the 1970s era. Intertexuality's of the 1970s is shown when the people in the video are dresses in the 70s style sunglasses, bushy moustache and long hair. The music video uses music and visuals that correlate with the music. The people in the music video that dress like the policemen also have these 1970s features and characteristics. This intensifies the viewers experience when watching the video. Much of the music video can be seen as a joke or a skit and not be taken seriously, it could have mainly have been made for entertainment. In Imagine Dragon’s music video “Thunder”, product placement is shown where the Jeep is featured. Product placement is shown again is shown again where the video features a Ferrari. The Jeep Company and Ferrari company have the aim to entice the audience to purchase cars from them. 

2) Planning: music video treatment

1) Nobody Gets Me - SZA

2)  Kenian Tedros - Nobody Gets Me

3)  Scene 1: the video opens with a black screen with the song title on the front. Close up of the shoe the actor is wearing then zooming out to fully show the actor walking and the scenery behind them. The actor will be in a field singing the song and moving around when it gets to the chorus.

Scene 2: Then the actor will go to a new location. The new location will be a restaurant where the actor will be looking at their phone. They will be scrolling through pictures of their past relationships. Then the location will change an the actor will be on rooftop singing the song and acting all heartbroken. 

Scene 3: There will be another location change. The actor will be wandering around the streets singing the song looking around her surroundings. She will then be cack on her phone with her ex lovers contact on her phone. Here she will be debating whether to call her ex back to let them know she misses him or if she shouldn't call him back. Then the video will end with a black screen with the album cover at the end.

3) Statement of Intent

For my music video, the existing artist I will be using is the R&B singer SZA and for my original name, I will use my own name. The footwear brand that will be featured in my music video will be ... and the name title of my original music magazine will be ... For the music video, I plan on meeting the brief by aiming to make my music video 3 minutes long. I aim to use two locations, specifically an area with nice scenery such as a park and restaurant. For my video, I would like for the lighting to be quite natural by using the sun for the majority of the source of my lighting. I will be challenging typical R&B stereotypes of people wearing minimal clothes and flashy outgoing outfits by getting my actor to be casually dressed and in casual make-up since the vibe of my music video will be casual. For my editing, I plan to use a lot of short scenes with multiple cuts during the video. Only one person will be the focus in the video, specifically a female. In an R&B music video, typically there is a large female representation as the star of the video. The social context behind this video is about failed relationships. If we apply Stuart Hall's Reception Theory to my music video, I aim for the preferred reading of the video to be for the audience to see the person's heartbreak reflected through the song and their actions. I aim to make my music video relate to the Person Identity part of the Uses and Gratifications Theory by hoping audiences will see themselves reflected in the video.

The target audience for this video is late teens to twenties. It is directed at people who have experienced heartbreak considering that is what the meaning behind the lyrics are. It is also targeted at people with an interest in the R&B genre. I believe viewers would enjoy the visuals and scenery of the video. The potential record company that would promote my artist would be Sony Music and the brand identity for my artist would be for their audience to be able to relate to them in different ways. I would get my fans to engage with my artist by promoting the song and music video on different social media platforms. 

The title for my music magazine will be. My double page spread feature will include an interview with the artist and an image of them. The additional page will include an image and information about the shoe being promoted. For the cover image, I plan to use top lighting when editing the picture so that the features of the artist will be pronounced. There won’t be any props in the picture, just the artist. The image of the artist will be edited in black and white and the shoe will be edited in colour. Only one person will be featured in the photo-shoot. I will use stereotypes in the music magazine by getting my model to dress in the typical R&B style as that is the genre of the music video. Like my music video, the target audience for my magazine will be late teens to twenties. The audience may enjoy the magazine as it will show the ideas and the behind the scenes of what happened in the music video. It will also include an interview of the artist which allows audiences to get to know them better.

4) Ignite Presentation