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Unconvential Music Video

Audience Feedback On Artist Star Persona

Conventions of Indie pop

Industry Audience Research- Part 3

Industry Audience Research- Part 1

Part One- What do real audiences consume?

1. In 2015 the music industry digital copies became the revenue of recorded music, 45% of total music sales were digital copies whereas 39% of sales were physcial copies.Streaming has become the fastest growing revenue source in the industry as it has increased by 45.2% over 5 years, 43% of digital sales is accounted for by streaming. 20% of the music indusrty revenues are from downloads, however full album downloads have become more popular, worth $983 million in 2010 which has gone up to $1.4 billion. Overall for the music indusrty physcial copies of music has declined, 4.5% of music is brought through a physical format now whereas in 2013 10.6% of music was brought through a physical format.  







2.  The most popular genre in the top 100 at the moment are dance/electronic and pop. Number 1 Closer by the Chainsmokers and number 3 Cold Water by Major Lazer are both classed as dance/electronic music. Pop is also a common genre throughout the charts with Shawn Mendes at 13 and Fifth Harmony at 31. Pop is the main genre in charts but hip hop/rap is a popular genre with One Dance and Controlla on the charts by Drake. 






                                                                      
3. Artists such as Twenty One Pilots who are in the top 100 link in with my genre as some on theor songs link in with Indie Pop. They are an American duo which is typical thing to see when looking at Indie pop bands, bands such as The Postal Service and Beach House are also indie pop duo's. They also make music with other geners such as indie pop and alternative hip hop. One of their well known songs Heathens is a example of an Indie pop song which is 2nd place in the top 100 and been in the charts for 12 weeks. Their overall look is basic with dark colours with only a small amount of the colour which is usual to see in a Indie pop band. 








4.  Donald Passman has wrote a book called 'All You Need To Know About The Music Business' which is about the cost of music videos.  Passman says that music videos now cost between $15,000 and $50,000 however this is different from music videos from past eras. This is because the equpiment ehy used to create their videos was cheaper, for example they used easy to use editing and filming equpiment and created special effects with image compositing.

Chosen Song -'Shark' Oh Wonder

We have chosen 'Shark' by Oh Wonder as the song for our music video. Oh Wonder are a British Indie pop band consisting of Vander Gucht and Anthony West. We have decided to use this song because it links well with the indie pop genre and has different storylines we can use in our music video. We have also chosen this song because of the beat of the song, at the beginning of the song it has a slow beat but as the song goes on it gets more upbeat and lively.

This song links in with our target audience of 18-25 year olds because its not a well known big pop which audiences of this age usually listen to. Also the lyrics are a lot more grown up and deeper then a usual pop song which also links in with our target audience as 18-25 year olds will be able to interrupt the song and the music video in their own way.

An idea for a music video simple narrative would be a girl signing about her ex-boyfriend and has flashbacks to the times they spent together. To create this we could use a spilt screen of what the boy is doing and what the girl is doing at the same time but in separate places. We can also use close ups to show the emotion on her face but also to show her lip syncing. The music video will be edited to the beat to make the music video look more professional.

This song is a typical indie pop song so the conventions of the music video will be typical. For example indie pop video usually have low key lighting which we will use in our music video to make the narrative more clear but also so the audience know what the genre is.

Pop Music Video Analysis

Pop Music Video Analysis 2

Andrew Goodwin

Andrew Goodwin

Andrew Goodwin has come up with a theory that explains the three different types of music videos. The first type of music video is illustration the second one is amplification and lastly disjuncture.

Illustration

A music video that fits in to the illustration category consists of editing that is cut to the beat. It is also a literal video which means that the lyrics of the song and the music video itself link together and match up. The singers usually appear in the music video dressed as you would expect them to also very typical of who they are known as. An example of an illustration music video is Zara Larsson's 'Never forget you' as she is in the music video dressed as we would expect lip syncing to the song. Also the music video shows a girl who grows never forgetting the bear she meets when she is younger which lyrics completely with the lyrics.  Another example is Pink's 'So What' as she sings about the stuff she wants to do after a breakup such as when she sings about starting a fight with her ex we see her in the music video fighting with a man we assume is her ex.

Amplification

An amplification music video is when it is cut to the beat but sometimes of beat to create emphasise on what's happening. Instead of the music video linking completely to the lyrics, the music video amplifies the narrative to make the message of it clear. The singers involved in the music video usually take on a fictional role or are opposite to what we would see them as. An example of this is firework by Katy Perry as we see her take on a different role to who she actually is. Also the music video jumps between different people who are all facing different problems and try to overcome. This is a amplification music video because it doesn't follow the lyrics word to word but is still linking to the overall message of the song.Another music video is Meghan Trainor's 'Dear Future Husband' this is because she sings about the stuff she wants her future husband to do whereas in the video we see the men doing different but not the way she wants. The music video and the songs lyrics link together because we can tell from watching what she doesn't want in a husband. She also is playing a character in her video of a wife.

Disjuncture

A music video that fits in with the disjuncture music video is edited completely off bea. The music video itself will will have no relation to the lyrics of the song at all which are often made by well known bands as they can be adventurous with the music videos. The band members or singers will have a entirely different to image to what we would usually see or they wont be in the music video at all. An example of this is Coldplay's 'Adventure of a lifetime' because it doesn't match the lyrics of the song at all also it is animated so there is no real people in it or the band themselves aren't in it.

Carol Vernallis

Director Profile

Director X

Director X is most known for his music videos with Little Mix, Drake, Iggy Azalea and Rihanna. His music vidoes usually have a narrative behind them  which engages the audience because it has a story to it instead of it just being clips edited together. All his music videos are editied to the beat with the singers lip syncing to their song. Directors X videos usually have the singers in the brighter light whereas behind them is usually a lot darker with darker colours. For example in Little Mix's videos the girls are wearing bright colours, however in Drake's video Hotline Bling the colours in the background are bright with a dull border to it.

A lot of the music videos Director X directs are a form of pop music. All his videos have the typical conventions of a pop music video. Such as in the Little Mix's Black Magic music video we can see the singers in the video taking on a role of a character, we can also see a lot of different colours most of them being bright. In all of his music videos the singers are lip syncing which is a typical convention of a music video. In some of his videos like Fancy, Boyfriend, Lighting and Warzone the artists are dancing which is also a typical convention a music video.

Low Budget Music Video

                                                                                                         

This is a low budget music video but it looks like a high budget music video. They are wearing suits which creates a higher budget look as they look smart and their suits look expensive. The settings are also used to make the music video look high budget as in the background of some of the shots we can see an chandelier which makes the music video seem more elegant. The lighting has been used in a more high production way as it creates shadows at the beginning and is always on the singers which tells the audience who the focus of the music video is. The music video has been edited to the beat which is common for high production music videos as it makes it more continuous. There has been a variety of different camerawork used to show the singers between the different settings.


                              
This music video looks like a high production music video as there has been a lot of different shot types put together to create the hectic feeling of the video. Superimpostion has been used which makes us believe that whoever made this music video spent a lot of time creating it which isn't usual for a low budget music video. The editing is fast paced between the different shots and has also been edited to the beat which is common for a high production music video. The lighting has been used to create a tense atmosphere and to make the video seem dark which links in with the song this is normally seen in high production music videos as it has am meaning to it. By looking at this music video you can tell that the target audience are maybe older teen or young adults 18-25. 


My Music Video

To make my music video look like a high production music video I need to make sure that the lighting I use fits in with the genre of music such as if its pop music then I need to use high key lighting. MY music video will be set in an expensive looking setting such as in a big house like in the 'Just Got Paid' music video. The costumes in my music video will be smart and make the people look professional. I will edit my music video to the beat so it is continuous and flows together, I will also use different shot types throughout the music video to make it look more interesting but also to link in with the plot of the video. The genre I would like to do for my music video is pop, this is because it would be easier when it comes to editing as there is always a clear beat, also because pop music videos do not usually have a clear narrative to them which would be easier to do when creating a low budget music video.

Rock Video 2

Imagine Dragons- Radioactive

Camerawork

Low angles are used to look up at the band singing. The low angles tell the audience who the main people are and that they are the main part in the story.

Tracking shots have been used when the band are playing their instruments, this gives them all the audiences attention as we are following them.

High angle shots have been used so the audience can see everyone coming together to watch the fight and to show that they are all their to watch the same thing.

Extreme close ups have been used on the girls eyes to show the audience the characters emotions.

Mise En Scene

Throughout the video the lighting is low key to show that it is a serious narrative and to create a creepy atmosphere. However when we see the fight the the lighting is high key which draws the attention to it.

The props used make the video seem more enjoyable because there is puppets fighting each other which takes the seriousness away from the video.

The costumes the band are wearing are dirty and worn which is typical for a rock music video.

Editing

Jump cuts have been used to break the continuity of the video which links in with the narrative and to make the audience feel like they are apart of the crowd.

Slow motion has been used to make the video seem more fun because the audience can see the emotion on the mans face when he falls through the floor.

Cross cutting has been used between the band and whats going on with the fight to show the connection between the two.  

Rock Video 1

Pop Video 2

Cake By The Ocean
Mise En Scene
This music video is set on a beach which creates a relaxed atmosphere and makes it so it doesn't seem so serious.
The costumes they are wearing are colourful and basic which shows that the video doesn't really have a narrative to it, it just has people running at a cake which links in with the pop music genre.
The video uses different props such as a big slice of cake which is in the middle of the beach this creates an enjoyable atmosphere because its not serious.
Throughout the whole video the lighting is high key which makes it seem happy and energetic.

Camerawork
Close ups are used at the start of the video to introduce the audience to the band which creates more of a personal video.
A focus pull is used from the dancing audience to the singer to show how they are connected and how much people are enjoying the song.
A long shot is used to show the band interacting with each other and having fun which makes the video more interactive with the audience.
Ariel shots are used on the band and the crowd dancing together and having fun this shows a community making it more enjoyable for the audience to watch.

Editing
Jump cuts are used throughout the video to break the continuity which means that the video has no real narrative to it. Its also used to create a party like atmosphere to make it seem more realistic.    
Slow motion is used when the girls run to the cake and when the man is dancing. The slow motion has been used to make the audience laugh and enjoy the video because its not in a serious way.
Short takes are also used to create a party atmosphere because it makes it seem more hectic and busy like a party.

Pop Video 1

Music Video Conventions