Inspiration

Videos Which Have Inspired My Idea

The following collection of videos are music videos which have inspired my to think of new ideas for my own video. These videos have helped me think of a new and original concept for my music video. I will explain the why and how these videos have helped me:

Firstly, this video for "On the Floor" is by Jennifer Lopez and i particularly like the opening of the video. I wish to recreate the first scene of the car pulling up to the night club with Lopez inside. The car, a BMW, was driven by a driver which implies wealth and power. It promotes women in a positive light for example, Lopez is seen as a woman who can afford such luxuries as a chauffeur. This suggests she is a powerful and rich woman who can afford these services. Although, Laura's Mulvey theory of the Male Gaze would imply Lopez as being a sexual object which is evident in the video (her sexualised costumes) however, the luxury vehicle and chauffeur suggests she is a hard working woman who can afford to live her life in the fast lane, no pun intended. 

I would like to open my video similarly to "On the Floor" instead with a limousine. The concept of my video is 'A day in the life of a Superstar'. The limousine has connotations of wealth, power and celebrity and by including it in my video it will showcase such connotations. 

 Video by Jennifer Lopez- "On the Floor"

The second video which has helped me gather ideas is "Help For Heroes" by the 2010 X Factor Finalists. In this video, you can see the finalists in a recording studio recording the song.

They are not actually recording the song instead just creating the illusion they are. I particularly like the filming in the recording studio as it is relates well with the 'Behind The Scenes' concept of my video. 

 Video by X Factor Finalists 2010- "Help For Heroes"

I also liked Timabaland's 'Apologize' because of the concept of the video. For example, like the X Factor video it is filmed in a recording studio and it shows Timbaland compose the song whilst One Republic are recording. The video opens with a close up of Timbaland adjusting the sound board. I too wish to include a close up of the sound board to show that the artist is producing the song. The concept of my video is 'Behind The Scenes' therefore I have chosen to film some scenes in the college recording studio, as it implies that the artist is producing the song. 

Video by Timabaland ft One Repeublic- "Apologize"

Final Idea

Final Idea

The final idea and concept of my video is to create a video which is almost like a video diary of the artist for example, 'behind-the-scenes' footage. I was inspired by Pink's recent video 'True Love' which shows her backstage in her dressing room, preparing for her performance. 

Pink also gives insight into her personal life by featuring her daughter and husband in the video. Videos which show artist's personal lives show more interest from fans than the standard narrative/performance videos. For example, many celebrities like to keep private about their personal life however, when they decide to open up and show fans what their life is like behind the cameras, it allows the fans to get closer to the artist. It also shows the artist has trust in his/her fans by allowing a glimpse into their life. 

This video  has a narrative/performance structure with narrative based on what goes on behind the scenes in Pink's personal life. Pink is telling the story (narrative) through her performance of the song and it also includes footage from Pink's tours and live performances. 

Existing Pop Videos

The following videos demonstrate the conventional costumes found in pop rock music videos.

Britney Spears "I Love Rock n Roll"

Rihanna "Shut Up And Drive"

Katy Perry "Teenage Dream"

Initial Ideas- Mis En Scene

Location

• In order to clearly represent the genre of pop rock, the mis en scene must have iconography which symbolizes the genre. 
• For example, i have chosen to film the video in a studio location. The lights will be bright and the artist will be performing against a white background. Having researched existing pop videos i have found that most pop videos are filmed in a studio which establishes genre conventions. 
• Other location ideas include a bedroom which is best suited for concept 2. The hospital location is for concept 1. However, I have revised the idea and came to the realization that it will be highly unlikely to get permission to film in a hospital. 
• Concept 3 is the most suitable idea for my video. For example, having analysed the lyrics, there is no narrative or story the song is telling and instead the lyrics are just describing the feelings of the artist. 
• An abstract/performance video will best portray the emotions and feelings found in the lyrics.

Styling: Costume

• Costume and styling is the most common form used to represent genre. For example, in a country song you expect to find cowboy boots and fringed vests.
• Which is why in a pop rock video you expect to see a lot of black and leather. Leather is a must-have in rock n roll it instantly represents the genre because the audience is used to associating with rockers. 
• However, Leather is no longer for rockstars. Artists from all different wear leather. From the likes of pop to hip hop to country leather is a fashion essential in all music. 
• E.g Birtney Spears' "I Love Rock & Roll" video we saw her dressed in head to toe black leather. Also in "Since U Been Gone" Kelly Clarkson is dressed in all leather ensemble for the band performance. 
• The song is about heartbreak therefore, i want the look of the shoot to be dark and moody. Having looked at fashion trends, the Rock N Roll look has been very trendy in last few years. 
• However, on the other hand i also want to include lighter looks such as all white ensembles.

Styling: Hair & Makeup

• I want to carry on with the 'Rock N Roll' look and have hair & makeup which is conventionally found in pop rock videos. 
• The makeup along with the outfit will be dark for example, smokey eyes and dark lips.  A pale complexion will make the dark makeup stand out more. This can be created by using a light foundation. 
• Hair will be big and messy!
• Disheveled hair is a very common style in Rock N Roll. Think Kate Moss who has taken 'bed hair' and turned into an iconic hair style. 
• Top knots and high buns are also trendy only if they are messy. 
• The concept of Rock N Roll Chic is that it must be effortless. It should look like the person does not care and has just threw on the outfit together in the matter of seconds. 
• In terms of manicures, nails will be black. However, i could also have metallic nails such as gold or silver as it is also goes with the Rock N Roll look.

Styling: Accessories

• Studs, Studs, Studs!!!
• Studs are everywhere! From shoes to clothing to jewelry and you can even wear them on your face. 
• The artist will be wearing as it is conventional for the female artist to wear heels. Heels are lady like, feminine and quite formal. 
• In my opinion, boots make any outfit look edgier
• Layering is also popular in the Rock N Roll look. Lots of jewelry could look tacky however, only if it is not done properly. Layered necklaces and stacked rings add glamour to the hard outfit.
• And finally shades! Sunglasses are a celebrity must! Whether you are an actress or singer, sunglasses will be found in any star's wardrobe. They give the celebrity a 'cool' look but also hide them from pesky paparazzi.

Initial Ideas

Ideas & Concepts
I have came up with three ideas and concepts which I will revise and see which idea is best suited for the song. I must also take into consideration what I will be able to create and what I will not, for example some props I might not be able to find. 

Mock Storyboard

 

I have created a mock storyboard for 'Heart Attack' using found images from the Internet. The images convey what is being said in the lyrics literally rather than subjectively. This mock will help me think of ideas and concepts for my music video.

 

 

 

Analysis of Lyrics- 'Heart Attack'

 The following images shows the lyrics of 'Heart Attack' analysed. By analysing and deconstructing the connotations of the lyrics, it enables me to gather thoughts and ideas for my music video. This process has proved helpful as i was able to gather up three initial ideas and one final idea.

Lyrics Timing

"Heart Attack"

Puttin’ my defences up (0.02)

‘Cause I don’t wanna fall in love (0.04)

If I ever did that (0.06)

 I think I’d have a heart attack (0.10)

 

Never put my love out on the line (0.13)

 Never said yes to the right guy (0.16)

 Never had trouble getting what I want (0.19)

 But when it comes to you, I’m never good enough (0.22)

 

When I don’t care (0.25)

 I can play ‘em like a Ken doll (0.27)

 Won’t wash my hair (0.30)

 Then make 'em bounce like a basketball (0.33)

 

But you make me wanna act like a girl (0.36)

 Paint my nails and wear high heels (0.38)

 

You make me so nervous (0.41)

 

And I  just can’t hold your hand (0.43)

 

You make me glow, but I cover up (0.48)

 

Won't let it show, so I'm (0.55)

 

Puttin’ my defences up (0.57)

I don’t wanna fall in love (1.00)

 

If I ever did that (1.02)

 

I think I'd have a heart attack [3x] (1.07) (1.12) (1.14)

                                       

                      

 

Never break a sweat for the other guys (1.17)

You come around, I get paralyzed (1.20)

 

And  every  time I try to be myself (1.23)

 It comes out wrong like a cry for help (1.26)

 

It's just not fair (1.28)

 Pain's more trouble than love is worth (1.31)

 I gasp for air (1.34)

 

It feels so good, but you know it hurts (1.36)

 

But you make me wanna act like a girl (1.39)

 Paint my nails and wear perfume (1.42)

 For you make me so nervous (1.44)

 And I just can’t hold your hand (1.46)

 

You make me glow, but I cover up (1.51)

Won’t let it show, so I’m (1.58)

  

Puttin’ my defences up (2.00)

'Cause I don’t wanna fall in love (2.03)

 If I ever did that (2.05)

 I think I’d have a heart attack [x3] (2.10) (2.16) (2.18)

 

[The Bridge]


The feelings are lost in my lungs (2.22)

 They’re burning, I’d rather be numb (2.25)

 And there’s no one else to blame (2.29)

 So scared I take off in a run (2.33)

 I’m flying too close to the sun (2.36)

 And I burst into flames (2.41)

 

You make me glow, but I cover up (2.47)

 Won’t let it show, so I’m (2.53)

 

Puttin’ my defences up (2.56)

‘Cause I don’t wanna fall in love (2.58)

 If I ever did that (3.00)

 I think I’d have a heart attack [x5]  (3.05) (3.10) (3.13)



Demographics

Audience Research: Reader Profile

Reader Profile

• I have put together a reader profile for my target audience.

Audience Research: Social Media

Social Media

• As part of my research I have looked at social media and which artist has the largest following. Justin Bieber takes the Twitter King crown with the most followers at over 45 million Twitter users following the young musician. Social Media is a huge platform for artists to promote their music, for example Twitter Trends. 'Trending' on Twitter builds hype and anticipation around any project whether it be a single, an album or a music video. Artists have taken to a new trend and have started releasing teaser trailers for their music promo videos/ short films. With teaser trailers and Twitter trends artists are at maximum exposure therefore guaranteed success. Success can be measured in the number of views a music video has, for example Justin Beiber's 'Baby' has been viewed more than 917 million times. Bieber also hold many other honourable crowns and has made it into the Guiness Book of World Records for his achievements.

• "Justin Bieber has a pair of Guinness honors: "Youngest Solo Artist to Have Five U.S. No. 1 Albums" and "Youngest Musician with a Music Channel Viewed Three Billion Times." (Billboard.com -Guiness Book of World Records 2014-)

Audience Research

Focus Group

• As part of my audience research I have filmed a focus group discussing and answering questions I have about my target audience. The group consists of two females aged 16-18 whom both fall under my target audience.

The questions I asked are as followed:

1. What do you think about mainstream music today? Comment on the quality.

2. Do you prefer artists that are a good role models e.g Taylor Swift/Selena Gomez or do you prefer rebels such as Miley Cyrus?

3. Does a music video by a certain artist make or break your opinion about that artist e.g Miley Cyrus ‘Wrecking Ball’?

4. Do you think music videos with lots of effects take away from the song itself?

5. Do you prefer straight-to-the- point music videos, or short films such as Lady Gaga’s ‘Telephone’?

6. Do you like music videos filmed in a studio or do you prefer a range of different locations?


Questionnaire

This is the questionnaire I produced. The results from this questionnaire will help me determine which demographic I will be targeting my video at.

Genre Conventions

What Are Genre Conventions?
Similar to formal conventions, genre conventions are codes and conventions in which music videos follow in order to represent the genre of the video. Once again there are four elements in consideration when analysing these conventions. The genre I am analysing is Pop, more specifically pop rock. Pop rock can be defined as a softer and slower form of rock, others would just say it is a sub-genre of pop. In order to determine the conventions of pop rock music videos I will analyse a handful of videos and compare and contrast between them.

Avril Lavigne- "Complicated"

Avril Lavigne is a relevantly famous pop rock artist. Early in her career she insisted she was a punk/rock artist using her videos to represent the genre. For example, her fist video 'Complicated' was filmed in a skate park where subculture groups such as 'skaters' and 'punks' socialised. This shows that mis en scene is vital in terms of representation of genre. Narrative is also an important aspect of genre conventions, for example Lavigne and her band are seen part taking in anti social behaviour such as "crashing the mall" therefore, portraying themselves as 'rebels'. There are certain themes in which music video narratives are based upon (e.g love, rebellion, journey) and the rock/punk genre is most affiliated with the rebellion theme. Lavigne's costume which consists of trainers, combat pants, and a plain vest worn with her trademark 'men's tie' is a stereotypical outfit seen on punks and skaters. 

Avril Lavigne- "Girlfriend"

  

More recently, Lavigne has made the transition into a full fledged 'Popstar' which could be received negatively by Lavigne's fans and label her as 'sell out'. However, Lavigne has not completely abandoned her roots case in point, her 'Girlfriend' video. In this video, Lavigne is a blonde which is a stereotypical image for female pop star's (Lady Gaga, Britney Spears, Madonna). However, Lavigne has not fully conformed to 'the Look' and has broken the mould by having bright pink streaks in her hair. Unnatural hair colours have been very common among punks since the 70's and Lavigne has used it to express herself and reassure her punk fans. Like the 'Complicated' video, the narrative of 'Girlfriend' has elements of rebellion as well as love. In the video, the protagonist is a punk/emo girl who is looking to get the boy she wants by antagonising his current girlfriend. Other similarities include a performance with her band which is convention followed by other genre as well as pop rock for example, indie, rock and heavy metal. 

SummaryHaving analysed two of Lavigne's videos both in different styles I have cincluded that Lavigne represents her pop/punk image through her mis en scene and costumes. For example, in 'Girlfriend' there is a large pink skull as the backdrop for the band performance. Semiotics would imply that the skull is represents the pop punk genre and the pink symbolises her transition into pink. Long shots are used to show the band performance and close ups are used when the artist is singing by herself. Close ups are also used in synch with the guitar rifts of the song. I have also noticed that in Lavigne's videos the close ups are shot at a high angle which suggests she has her own individual style and follows her own conventions. The edits are very fast highlighting the fast pace of the song.

Pink - "So What"

Pink is another pop rock artist and is one of the very few whom has adapted her own style to her music videos. For example, the majority of Pink's videos are comedic and humorous such as, 'So What'. This video was released after Pink's divorce from her husband and it shows the aftermath of the break up. Genre is represented through the band performance at the end which is conventional in all pop/rock videos. Like 'Girlfriend' and 'Complicated', 'So What' also has a theme of rebellion within in the narrative. Pink can be seen antagonizing a newly married couple, starting fights, and the ever-so-clichéd 'wrecking a guitar' (symbolic to rock stars). Similarly to Lavigne, Pink's image also represents the rock genre for example, her short, bleached blonde, pixie crop takes you back to the mid sixties where Mod rockers ruled. Close ups are used when singing and a two shot is used to represent the narrative which is about Pink and her husband. The mis en scene in this video has been used more to develop the narrative rather than convey the genre. For example, Lavigne's costume in both of her videos were stereotypical to the genre whereas, Pink's clothes do not imply any genre. However, the band performance at the end reinforces the pop rock genre.  

Pink- "Just Give Me A Reason"

This song also falls under the pop rock genre however, the video does not openly represent a set genre. By deconstructing the video and exploring the semiotics of this video you will be able to determine a genre for this video. Firstly, the narrative is based on the theme of love. Cinematography is used to convey this theme by showing Pink and her husband in a two shot which signifies their unity. Mid shots and close ups can be seen throughout the video when Pink is singing. This is a convention which almost all music videos follow. A direct address is made with the audience which also very conventional in all music videos. In terms of mis en scene, the set and location are whimsical. Some scenes are filmed in a studio with a plain white backdrop which is conventional in most pop videos. 

Summary
Having evaluated different pop rock videos I have found certain genre conventions which all videos follow. Firstly, majority of pop rock videos have a performance with the band, this is the most commonly used convention and the most recognisable way to convey genre.
As mentioned in my 'Conventions of Form' analysis, codes and conventions are not a set of rules therefore, artists and directors do not have to conform to such conventions.  

Conventions of Form

What Are Formal Conventions?

Formal conventions are codes and conventions in which a music video follows regardless of the genre. These conventions apply to all music videos however not all music videos follow such conventions which is known as 'breaking' the codes and conventions. Breaking the conventions has many advantages for example, it sets the video apart from other existing videos thus making it more individual. It can also come with much needed publicity which artists require in order for their video to be succesful. Most music videos will include a narrative/ storyline which is used to convey the ideology and representaions of the song. Semiotics (connotations/denotations) are usually shown in conjunction with the lyrics of the song. Overall formal conventions are not seen as a set of rules however, they are more trends in which music videos are most likely to follow.

Formal Conventions of Music Videos in terms of the following:

• Cinematography
• Mis En Scene
• Editing
• Sound

The Following video of Girls Aloud's 'Something New' demonstrates a variety of formal conventions found in a music video. This video shows conventions which apply to all four categories.

Cinematography

• The most frequent and common frames found in music videos are close ups and medium shots. E.g close ups show when the artist is lip synching.
• A wide angle is used to show group perfomances such as a dance sequence or a band playing.
• Close ups of subject matter e.g mobile phone text which holds vital understanding of the narrative.
• High angles and low angles used to establish character dominance e.g high angle is used to show weakness.
• Establishing shot used to establish set/location.
• Zooming out e.g zooming out from a mid shot into a long shot to establish the costume.

Mis En Scene

• Mis En Scene is solely determined on the genre of the music video. Most music videos use Mis En Scene (costume, lighting and location) as a device which clearly declares the genre of the song.
• Artists are most likely dressed in costume which represents the genre of the music video. E.g in hip hop videos baggy jeans, overesized t shirts accesorised with gold/diamond jewellery can be found.
• Lighting is determined by the tone of the song for example, Leona Lewis' 'Run' was shot in the dark because of the sad and emotional nature of the song.
• Location is determined either through the genre or the narrative of the video. For example, a rock video is most likely to contain a scene filmed at a 'gig' setting where the band is peerforming. In terms of narrative Taylor Swift's 'You Belong with Me' is filmed in a school as the narrative is based on a high school romance.
• The most common location most music videos are filmed at is a studio. Either a recording or a film studio.

Editing

• Most editing whether it is in a music video or film, is mostly invisible to the viewer's eye.
• A most notable convention of editing is that the number of edits increase as the soundtrack becomes faster. Usually during the chorus the editing speeds up.
• For example, most pop videos contain numerous edits due to the fast upbeat nature of pop music. Jump and straight cuts are used in these scenarios.
• Continuinity editing is used to establish a linear order of scenes in the narrative.
• Cutaways are used to develop the narrative.
• Montage editing is used in abstract music videos.
• Fades and dissolves are usually used to end/close the video.

Sound

• All music videos have a soundtrack.
• Non-diegetic and diegetic sound can be used to develop the narrative. For example, Beyonce's 'If I Were A Boy'  contains both the soundtrack and a diegesis.

 

Textual Analysis Summary

Summary Of My Textual Analyses

Having analysed three different music videos I have gathered information that will help me with planning and producing my music video. The genre of 'Heart Attack' is pop-rock therefore by analysing other examples most suited to my genre, I will a sound understanding of the content.

Leona Lewis- Run
In my first textual analysis I looked at Leona Lewis' cover of "Run" originally by indie rock band Snow Patrol. I chose this song because it has the same connotations and ideology as 'Heart Attack' which is love and heartache. Lewis is the only person throughout the whole video and I would also like to follow suit and have only one person feature in my video. The video is dark and moody and has a quite negative tone in terms of emotion. It is also literate when concernig the lyrics. Lewis is singing about running away and she is seen running lost in the woods.

Kelly Clarkson- Since U Been Gone

I chose to analyse this video as it shares the same pop-rock genre as my chosen song. I've looked at the mise-en-scene and cinematography as they show representation of genre through these conventions. I really like the use of angles in this video, it made the video more entertaining to watch. The band performance is a convention found in rock videos and I would like to have a band performance in my video too.

Justin Bieber- As Long As You Love Me
I chose to analyse this video because of it's interesting storyline. The video is considered to be a 'short film' and is longer than the usual three minute video. I really enjoyed the narrative and the love story in the video and 

Textual Analysis- Existing Pop Videos

Textual Analysis 1

Textual Analysis 2

Textual Analysis 3

History of Music Videos: Examples

The following videos show music videos which have been milestones or landmarks in the music industry/ They have either been influential, had  huge impact on society or have been the first to break the mold.

• 1975- Queen's 'Bohemian Rhapsody' was the first ever music video to be recorded on a video tape. At this time music videos were known as promo videos and it was only after the success of "Bohemian Rhapsody" that it became regular practice for record companies to produce promo videos for artists' single releases. This video has been hailed as launching the MTV age.

• 1981- The Buggles 'Video Killed The Radio Star' was the first ever music video to be aired on MTV. This launched the 'MTV Era' and changed popular culture for ever.

• 1983- Michael Jackson's 'Thriller' was the most expensive video ever made at the time of its production. It was regularly quoted as the 'Most Influential' video of all time and helped pave the way for more Black American artists to be treated equally and get more airtime on MTV. It followed a long narrative struscture with elements of performimg. There is a dance sequence in near the end which would go on to become one of the most recognised dance routines of all time.

• 1986- This video marked the birth of a new hybrid genre Rock Rap. The song originally recorded by Aerosmith in the 70s but was then revived in the 80's when rap group RUN DMC produced a mash up of the song. The highly popular video was the first hip hop hybrid video ever played in heavy rotation on MTV and is regarded as a classic of the medium.

• 1990- Madonna's 'Vogue' started a new dance craze. And is an influenetial video in terms of fashion in the world today. Madonna is most infamous for the banning of several of her videos. Her videos "Papa Don't Preach" "Like A Prayer" and Like A Virgin" were all banned for heavy critcisms for story lines such as teeange pregnancy in "Papa Don't Preach". "Like a Prayer was banned for its religious, sexual, and racially-oriented imagery

• 1998- Britney Spears' debut single 'Baby One More Time' launched the Disney Star's tumultuous career. It was the biggest hit of that year and the begining of a sparkling run for the Pop Princess. Britney would go on to become one of the most successful artists of the 21st century.
  
  

• 2009- Lady Gaga's 'Bad Romance' has been regarded as an artform. Her video contained various outifits by Alexander Mcqueen which set the video apart from other genral videos and instead it became more of a fashion video/ film.

• 2013- This marks the recent trend of music labels releasing short films rather than standard music videos. Other artists who have released short films are Justin Bieber, Lady Gaga and Justin Timberlake. This shows a correlation between big successful artists releasing short films because they can fund it.