Genre

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History of Music Video's

History of Text

Permissions and Copyright E-mail

 Beyonce's music label is both Columbia Records and Epic Records, which are both part of Sony BMG Music Entertainment. Therefore, we have e-mailed Sony, asking for permission to use their copyrights on this song. Here are the screen shots of the e-mail sent. 

Merchandising and Promotion - With example of possible website

Merchandising and Promotion

Target Audience Portfolio

Target Audience Portfolio on Prezi

Music Video Initial Pitch with Video of Pitch

our pitch

Music Video Codes and Conventions

Olly Murs- Please Don't Let Me Go video analysis

Olly Murs- Please don’t let me go

Cinematography
We are first given an establishing shot of the manor in which the gathering is held. We also see an old bus arriving at the manor, which could indicate the gathering is set a long time ago or has a vintage theme. This shot is also a low angle when Olly Murs appears into the frame on a moped from the side of a camera. Then we get an insert medium close up shot of people evacuating the bus happily, indicating that they were invited to the party. We also get a medium long shot of Olly sitting on the moped getting the invite out. We then get an over the shoulder close up of the invitation which reads ‘Olly Murs at the Manor House Summer Garden Party’ in a simple yet ‘posh’ effective way. We begin to get medium long shots of guests and Olly as he enters the party. This shows what types of people were invited and the way they act and shows their facial expressions. Through this we start to get cuts of the same woman, which indicates that she is Olly’s love interest, and that it can link with the name of the song which is ‘Please Don’t Let Me Go’. Throughout the video there is also panning which shows what characters are actually doing. We then begin to get medium close ups of Olly and the young woman which show facial expressions and identifies their features. This allows the audience to get to know characters and the narrative. We also get long shots showing Olly singing/dancing with backing dancers. This is very typical of a pop video. Once Olly is with the girl, we see him through an over the shoulder high angle, which can indicate she has power over him. We also see her through a low angle which can indicate the same thing.

Editing
The most noticeable part of editing in this video is the sound. The sound has a gramophone style tone at the beginning and the end which sticks to the theme of a vintage party. There is also edited sound of whistling birds at the beginning of the video which indicates a pleasant summer/spring day. The paces of the cuts are in time to the beat of the song. The end of the video also fades out slowly, bringing the video to an end.

Mise-En-Scene
Costume: Smart/casual dress style suitable for a garden party. Olly’s wearing smart trousers, polo shirt and a jacket with a smart/casual hat. This might attract the target audience as his music style fits with his fashion sense. The girls at the party are in casual day/tea dresses which stick to the garden party theme. The men at the party are dressed in suits. All clothing fits the theme of a vintage garden party.

Location/s: Manor House in a rural area. Locations in the house, in the front of the house and in the garden. The location sticks to the vintage style.

Lighting: The lighting is natural day light with candle light in the evening. This can be interpreted at romantic and relaxed.

Props: There are lots of props in this video. The main ones being garden furniture, champagne glasses, tea food(cakes, fruit etc.), vintage cars and parasols. All of these still link to the vintage tea, garden party theme.

One Direction- What Makes You Beautiful video analysis

One Direction- What makes you Beautiful

Cinematography
Establishing shot to show a beach at sunrise. We learn that this will be the main location for the majority of the video. We then get a fast paced cut to a close up on a hand tapping along to the beat of the song whilst the beach fades away. Then we are shown a long crane shot of the band, One Direction, throwing stones into the sea by a parked VW camper van. Then we are given a tracking ariel shot of the cliff side, still establishing the location of the video. The band is then shown through a long shot walking along the beach in which we saw at the beginning of the video. We then begin to get medium close ups of band members singing the lyrics. This allows us as the audience to understand who is singing and become to acknowledge who is who. We are then shown tracking shots of the camper van driving along the cliff side that indicates the band are going to the beach. These shots are also extreme long shots, still establishing the location. Throughout the video we continue to get these shots of the car. We also continue to get the medium close ups of the band members singing the lyrics. Another shot we get is medium long shots of the band members ‘dancing’ on the beach whilst singing. This is very conventional of a pop music video. All shots are fast paced to stick to the tempo and beat of the song. We also see a medium long shot of a girl, flicking her hair, which links and is in time to the lyrics. Not only are we shown shots of the van, but we also see tracking long shots of a VW beetle with girls in. We presume they are also going to the same beach. Later on we begin to get low angle long shots of the band on a balcony. This could indicate some power. We also get panning shots and low angle shot whilst they are walking on the beach singing. In the middle of the video we are shown a low angle panning shot of both cars parked side by side and the people in them have met. The low angle on all of them indicates they are now all on the same level of power.

Editing
In the establishing shot, the directors name is placed in the bottom left corner. The shot also looks as though a camera effect of ‘sepia’ /black and white has been used to create an effect of sunrise. Straight away the cuts are of a fast pace which stick to the tempo and beat of the song. This is like this throughout the video however, when the song slows down slightly, the pacing of the cuts also slows. Fading transitions are also used throughout the video to move from different cuts. This is very popular within pop music videos and it follows the main conventions. Towards the end of the video, there is an edit of 2 scenes overlapping with them both slightly faded. This can represent parallel narratives.

Mise-en-Scene
Location/s: The main location for this video is on a sandy beach with a beach hut. This is a very conventional location for pop videos as it’s seen as glamorous, relaxing and indicates summer holidays. For the majority of the video, we see the band in this location and in the water. This might attract the target audience of teenage girls as the location and the song has ‘Grease’ inspiration of the same beat, similar beach and similar scenes. Another location of the video is on a road on the cliff side in which we see the band and their girlfriends driving down. We understand they are both heading to the same place as they are travelling down the same road and in the same direction. The location is quite summery and relaxing, which would attract their target audience as it can be seen as romantic.

Costume: The band is dressed in fashionable spring/summer clothes, which are suitable for the theme and location of the video. They are all also dressed similarly such as close colours and similar shoes which are very typical for a pop boy band. However, they still have their own recognisable styles such as their hair. This allows the audience and fans to recognise them. The girls are also dressed in a fashionable style; however they are a lot more summery than the boys. They are wearing shorts, hats and sandals which the fans can relate to easily as they are simple yet fashionable items. They are also wearing their bikinis. At the end of the video, everyone is wearing jumpers, which shows that the day is ending as the characters are getting cold.

Props: The main props in the video would be the VW camper van, which is bright orange which sticks to the summer, beach theme and the old VW Beetle which also sticks to the theme yet is also very 1950s, which links to the ‘Grease’ theme. The cars can also represent freedom for the teens. Other props include a football, acoustic guitar and deck chairs/stalls which indicate that they would be going to the beach. The guitar is used for singing around the camp fire at the end of the video, which is a big chliqué and quite conventional. The girls also have straw beach bags, hats and sunglasses. This indicates they’ll be going to the beach and the Wayfarer sunglasses are sticking to the 1950s ‘Grease’ theme. There are also sparklers and a campfire towards the end which fade behind other scenes, which could represent a ‘spark’ between relationships. There is also a camera which is also quite retro.

Lighting: the majority of the lighting in this video is natural sunlight as the main location is on a beach. However, in one part of the video the camera and characters are placed so that the sun shines directly into the camera to give a glare. This makes a more romantic setting. Towards the end of the video, the setting becomes dark so soft/ish lighting is used so we can see what is happening. We also get light from the camp fire and the sparklers.

Katy Perry - Hot n Cold video analysis

Katy Perry- Hot n Cold

Cinematography
The first shot we are given is a long, high angle crane shot of a wedding ceremony. This could also be seen as an establishing shot. We then get a fast insert cut to an over the shoulder medium close up shot of the bride, played by Katy Perry. Throughout the first part of the video we get lots of these shots and vice versa with a shot of the groom. This could also be shown through shot reverse shots. We also get a fast cut to a two person, side on frame of the vicar and the bride and groom. The bridesmaids and guests reactions are shown through medium long shots. Towards the end of this scene we get an extreme close up of the grooms Adam’s apple, indicating he is nervous and unsure. There is also a low angle looking up at the groom, which can indicate his power within the marriage and the situation he is in. After we get a crane shot again showing Katy Perry singing and the guests ‘dancing’ or moving slightly to the beat which is then followed by a low angle showing the groom running off, again indicating his power. We begin to get tracking shots of the groom running and Katy Perry running after him. At 1:58seconds the scene changes to Katy performing on stage and we see this through a low angle, as though we are in the crowd. She is also directly addressing the audience. The scene changes once again to broken hearted brides dancing and we see this through long shots and close ups. The dancing is very conventional in pop music videos. These brides are also holding baseball bats, which are emphasised through close ups and extreme close ups which indicate heart break and anger towards the guy. We then begin to see the groom through high angle to indicate his loss of power and weakness against the other brides. The scene changes again, however the shots are the same and we see choreographed dancing. The end shows Katy Perry through an extreme low angle, as it is representing her power over the groom who was pushed over onto the floor. The final part cuts back to the opening scene in the church with side on medium long shots and close up shot reverse shots. Here we learn that he was imagining of what he could do and what would happen if he did.

Editing
There isn’t much editing in this video, however the speed of the cuts are relatively fast in order to keep with the pace of the song. The first main edit in the video is towards the end where the groom looks at his phone and we see a video of Katy Perry singing/crying on the screen. This has been filmed separately and edited onto the phone afterwards in order to give the effect that it’s happening during the video. At the very end we get a heart transition/ending in which the image fades out whilst a heart appears. This indicates that the couple got married and lived ‘happily ever after’.


Mise-En-Scene
Costume: 1st scene: Wedding dress (slightly pink with diamonds) indicates glamour, Light coloured bridesmaid dresses which contrast to the bright parts in the location, groom is smart wearing a pastel coloured bow tie. 2nd scene: short shorts, red jacket and sunglasses show Katy as a pop artists and her unusual fashion style on stage, the colours of the clothes can indicate either lust or anger. 3rd scene: a group of heartbroken brides with their wedding dresses on. We understand they are angry/heartbroken as their eye make-up has run from crying and their wedding dresses are all ripped and damaged. 4th scene: the costumes here are trainers, shorts, hoodies and tracksuits which link with the urban location.

Location/s: the 1st location is inside a church in which the wedding ceremony is held. The colours inside are quite bright /vibrant which allows the scene to stand out and become eye catching. This is a popular convention of pop music videos. The 2nd location is inside a music venue/club where the colours are black and red which will indicate love or hate for against the groom. The 3rd location is in an urban backstreet/behind a club/in a warehouse, which links with the part where the groom leaves the club and sees these brides. The 4th location is an urban area with graffiti on the walls.

Lighting: natural lighting inside the church until the groom doesn’t answer. The lights begin to flash red/pink in time to the music. The colour could indicate love or anger as she loves him yet is angry he hasn’t answered. In the 2nd location the lighting is all red, again linking with the love at the wedding and the hate when the groom doesn’t reply. The lighting in the 3rd location is very plain. In the 4th location the lighting is natural again.

Props: flowers for the wedding, pink bike which she chases him on (the colour still sticks to the theme of pinks and pastel colours), mic stand and instruments to show a live performance. The 3rd location has a vintage car which links to a wedding theme and the brides are all holding baseball bats to show their anger/hatred. All the brides have a pink bike which they chase Katy Perry’s groom. Once the groom has hidden, he opens his mobile phone to call for someone but a video of Katy appears as she isn’t going to let him forget what he’s done. The main prop in the last location is a boom box which again links to the urban location and dancing. The last prop in just before the end is a zebra which can indicate that he was dreaming about what might happen if he did say no. This is when the audience realise he is dreaming.

Goodwin's Theory

Andrew Goodwin's theory is mainly based on 8 main principles that relate to the music industry and music videos:

-Links between lyrics and visuals (visuals meet the lyrics)
-Links between music and visuals (Contradicting, Complementary or Amplification)
-Genre Characteristics
-Intertextual Reference
-Notions of looking
-Voyeurism (Others looking at the artist, direct gaze etc)
-Demands of the record label (How the record label want the artist to be represented)
-Performance based, narrative based or concept based music videos

Here are some examples:

-Links between lyrics and visuals:

In this video by Beyonce, there is a direct link between the lyrics and the visuals as the song is about her partner cheating on her, so she is throwing him out and taking back everything she got him.

-Links between music and visuals:

In this video by Fatboy Slim featuring Christopher Walken, the video compliments the visuals as he is dancing to the beat of the song.

-Genre Characteristics:

In this video by the Foo Fighters, you can clearly tell what genre this is (Rock) due to the performance in the video such as playing their instruments and head banging to the beat of the song.

-Intertextual Reference:

In this video by Bowling For Soup, there are constant references to music artists and films such as Madonna and U2 and Breakfast Club through the lyrics and various references to other famous people such as George Michael and Motley Crew through the costumes.

-Notion of Looking and Voyeurism:

In this video for Telephone by Lady Gaga, we gain a sense of looking into a prison. We're also repeatedly shown images/shots of the female body.

-Demands of the record label:

In this Rihanna video, we are given many close up/medium close up shots of the artist so us, the audience can acknowledge who she is. This is promoting them, which is what the record label want from the artist's music video.

-Performance based, Narrative based or Concept based music video:

This video of November Rain by Guns'n'Roses is mainly narrative based. Its mainly about the lead singer, Axel Rose getting married.

From doing this research, I will take into consideration how to portray the artist in our music video and how we will construct the music video effectively.

Album Magazine Adverts

Album Magazine Adverts Analysis

Album Cover Analysis

Album Cover Analysis