Genre

Genre
As a groups we have decided that our main project will follow the pop genre. The genre pop developed in the mid-1950's, it was a softer version of the popular rock n roll genre. We decided to chose this genre as we feel this is the genre of the song we have chosen.

Codes and Conventions of music videos
Codes and conventions are used in any studies of genre. They are the expected elements/rules which are used within that genre or product. However these rules can br broken or altered to create a new or different product.

The convetions of music video genre are the typical rules which are followed or sometimes broken and are what the audience expect when watching a music video. Here we have put some of the codes and conventions of music videos after watching several of them.

Typical Location: Usually have one or two locations, and are either filmed in a studio or on location eg. a park
Typical characters: Usually includes the band or artist but not always. Here they can promote their band image and ideas expressed in the song
Typical mise en scene: Costumes, musical instruments, lighting and non- diagetic audio are just some of the things we have noticed whilst watching music videos
Typical narrative: We have found that music videos can include just performance of the artist or band, or a narrative or both. Dancing and perfomance is central to the narrative
Typical media language: Usually dominated by the soundtrack and editing sometimes compliments the pace of the song
Typical ideologies (messages and values): These are just some of the typical ideologies which are put across music videos: love conquers all, have fun and be yourself and not someone else.

Here are some of the videos I looked at as research to see what the codes and conventions are.


Regina Spektor- Us
http://www.youtube.com/watch?v=xzrC72Xv6pE&feature=related

This video is located in a studio this is shown when Regina is placing the furniture in the room. The video includes the artist Regina Spektor as she is shown carrying out the narrative and also performing (playing the piano and singing). The mise en scene in this video is interesting, it old paintings and her piano. The use of drawings as her background is used to create her brand image as unique and artistic and this is something many music videos aim to do. The narrative in this video follows Regina performing infront the camera in different rooms. She is sining throughout the music video and she is shown dressing the house and walking through the drawing as it comes alive behind her. The media language in this video is dominated by the soundtrack as she is singing throughout the video, the editing is jolty and jumpy also to reflect her creativity and experimntal nature which is reflected through her music. The typical Ideologies in this video i think are that different is good and a person shouldn't be afraid to be different.


Black Eyed Peas- I gotta a feeling
http://www.youtube.com/watch?v=f_2rrxONlLo

This music video is filmed on set (the club/dancefloor, and room where the artists are getting ready to go out) It is also filmed on location when it shows the young girls walking. The protagonists in this music video are the artists singing and having fun. The mise en scene in this music video are things related to party's such as drinks and alcohol, the artists are also wearing party clothing and this pushes their barnd image forward that they love to party and have fun. The narrative in this video is the artists having a party and it revolves around the artists and their peformance. The media language is dominated by the dance soundtrack, the camera in this video is very much moving around with the artists following them having a good time. The ideologies in this video are to have fun.


Pop Genre
We have found that the codes and conventions change in relation to the genre of the music for example metal music videos are very different to pop or classical music videos. One of the reasons why is because they have different ideologies and brand images they want to push to the audience. Therefore I have chosen some artists/bands which follow the pop genre which will be similar to our group idea-female pop artists.

Natasha Bedingfield- Unwritten
http://www.youtube.com/watch?v=4lFXy5bIiSA

This music video is located in a studio (library) and it includes Natasha Bedingfield as the protagonist. The mise en scene here is the objects which are part of the location e.g.other books, book shelfs, the non-diagetic soundtrack is present as Natasha is singing to it. The narrative in this book reflects the lyrics of the song 'Unwritten'. The media language consists of the soundtrack dominating the music video and everything revolving around the words of the song. The typical ideology put across this pop music video is that take each day as it comes and as a new day approaches your story is unwritten.

Kelly Clarkson- Since U Been Gone
http://www.youtube.com/watch?v=cdxRS_GyBbM

This music video has been set in two locations. The video firstly begins with a shot of Kelly Clarkson in her ex-boyfriends apartment, the second location is a studio where she is shown performing at a gig with her fans around her. The characters included in this music video are the protagonist who is the music artist (Kelly Clarkson) her ex-boyfriend and his new girlfriend and her band when she is performing. This is typical of pop videos as they are often based on relationships and friendships. The mise en scene in this video is used to promote Kelly Clarkson's brand image. Her rock chic outfit promotes her brand image of an independent and strong artist. The idea of feminism and women's independence are pushed throughout this video to promote her brand image- this is done by Kelly shown crashing her ex-boyfriend apartment, it has shown that she has got over her break-up and she is wanting revenge showing she is a strong character.  However, the fact that she is still thinking about her ex-boyfriend could be shown as a weakness but her brand image eliminates this and shows that is a strong willed woman and independent. The mise en scene such as the dark lighting whilst she is performing emphasizes her rock chic look. In pop music videos mise en scene is often used to promote the artists brand image and create and promote the music genre. The narrative in this music video follows the lyrics about Kelly breaking up with her boyfriend. She says that she has got over him 'I can breathe for the first time...I'm so moving on' and the continuous scene of her smashing her ex's apartment shows that she needs this one last action to make him see she's got over it. The ideology pushed through in this music video is the strength of women and it is okay to be without her boyfriend.

Britney Spears- Everytime

http://www.youtube.com/watch?v=fAXgGWY6X5E

This pop music video by Britney Spears is located in a studio. The character's in this music video include Britney Spears (the artist) as the protagonist, her boyfriend. There are two places in which this video is filmed firstly in the home/bathroom and she is shown performing in a white room. However Britney is not shown singing until towards the end of the video where she contemplates committing suicide. Mise en scene in this music video is house furniture, her white clothing is significant to her image she is trying to create in this music video which is angel-like. The bright high key lighting emphasizes this. This video breaks Britney's brand image however, as it is not like any of her older music videos. The narrative of this music video follows the character's life with all the press attention she is getting and her endless rows with her boyfriend. This is a typical relationship theme of pop music videos. This music video is similar to our idea of our music video "At night I pray, That soon your face will fade away" She is hoping to get over her lover and this is a theme we are looking to create in our music video.

Leona Lewis- Happy
http://www.youtube.com/watch?v=oBiTJ1nfCto

This video is filmed on location in Cuba and a studio when she is perfoming to the camera. The protagonist in this music video is Leona Lewis the artist and the music video revolves around what she does. The typical mise en scene in this film is very music cultural realted things such as the furniture and the location, and even the clothing. The music video is mostly narrative based where Leona is getting married. The video follows the lyrics and the soundtrack. The typical ideologies of this music video are that love conquers all and that you should do what makes you happy.

Ivy

Feedback 23/11//09

Very good research group - good links and references to songs/images etc...

Try to include the conventions of music video in your own words (e.g. use of close ups etc..) a little more on this required.

Also what are the conventions of the singer/songwriter music video subgenre? What makes them distinctive from general music video conventions?

Target audience - you need an age range - you can have secondary audiences that are wider but you need a more specific target - dont forget to use Young and Rubicon for your psychographic profiling too. Dont forget to put your questionnaires and results on here also.

Now move on and look quickly at your other key concepts and we should be starting to see some planning - location shots/casting shots etc... Remember to outline your artists and brand image you are trying to create through your products.

Audience

To determine the target audiences , as well as using a questionnaire there are also different ways to determine the target audience for a music video. By using Demographic profiling You can determine the gender, race , age range and socio-economic status . For the Brand image of the type of singer/songwriter that our artist is the gender is male or female but our artist reaches out mostly to women as shes very feminine. The age range is for anyone as the brand image appeals to any age. And the socio-econimc status as any class as our singer/songwriter appeals to a wider audience.

Maslows Hierarchy of needs helps determin that all humans have basic needs that must be fulfilled to enable survival , the type of singer/songwriter we have chosen fulfills the needs of love and belonging as her songs appeal to a female audience with love problems and she relates to these problems throught the lyrics she sings.

Here is a copy of Maslow's Hierch of Needs:

Our artist is in Young and Rubican's cross cultural characteristic grouping of a mainstreamer .
( NEED TO EXPLAIN THIS FURTHER NOT FINISHED I WILL EDIT.

Poison Pen Films- Research

Bradford National Media Museum
On Tuesday the 17th of November we visited Bradford National Media Museum were we listened to Paul Morricone guide us through the pre and post production of making an independent music videos. We learnt about the planning which needs to be done before a music video is produced and what needs to be done whilst shooting the video. We were shown various examples of his work and he explained to us how each of the music videos were planned and produced. We found this very useful and as we gained more knowladge of how music videos are produced and all the work which goes into them. I think that this research into music videos will help us when we are producing our own music video.

Hannah and Ivy

Institution of our music text

The institution that our music text belongs to is RCA records which is part of Sony BMG. Sony BMG is one of the big four major labels and also includes ownership and distribution of recording labels such as Arista Records, Columbia Records and Epic Records.

The typical traits and characteristics of this institution (RCA) is that they focus on a certain genre- this being pop, rock and country.

As well as this they also have a history of producing several notable Broadway cast albums, among them are the original Broadway recordings of Brigadoon, Paint your wagon etc.

Shamayla and Ivy and Sam and Hannah

The History of a music video

A music video is a video which accompanies a song. Music videos are used to promote and sell a song or promote an artist. Music and moving images have long gone together, it had first been used in the 1920's and 1930's in experimental film.

Here is a copy of the timeline of a music video from Pete Fraiser's book:

• C1900 Edision invented the gramophone in the USA: this was the first shift from music as a solely live and audio-visional experience to recorded audio on various form of disc
• 1927 first sound film , The Jazz Singer (Alan Crosland, USA)
• 1963 The world's first music programme, Ready Steady Go
• 1964 Top of The Pops TV programme begins, The Beatles released the film and album, A Hard Day's Night By Richard Leister, UK.
• 1983 Michael Jackson's Thriller, John Landis
• 1983 Beginning of country music television
• 1984 MTV Music Awards launched
• 1985 Live Aid

There are speculations that the very first music video is Queen's Bohemian Rhapsody, an the video is one of the reasons why this single became one of the biggest selling singles of all time in the UK- 2.1 copies sold.

"As this brief history illustrates, while the music promo video is only the most recent (and most Successful) development of the fusion between music and image,it, together with MTV and the induction of the CD was basically responsible for the revival of the music industry, practically improving sales it established image as a key factor in artist promotion, by the end of 1980's, the music video was a prerequisite in the promotion of singles."

Peter Fraiser's Book

Ivy and Shamayla

What is a music video ?

Music Video is not primarily a commodity form 

but a promotional one (A.Goodwin 1992)

A distinctive art form which can allow really 

interesting creative opportunities.(P.Fraser 2005)

 A music video is a film of video that accompanies a piece of music or song it can be anything you want it to be it has a view specific conventions according to Goodwin they are: 

• Genre characteristics
• Visuals/lyrics
• visuals/music
• Need to sell artist
• Intertextuality
  
• Voyeurism

A Music video generally lasts the of song ( 3 to 4 minutes) But not always as Meat loafs ' i would do anything for love' lasts for 12 minutes.

The Video does not also have to feature the artist As Fatboy Slim's ' weapon of choice' does not feature him at all but features Christopher Walken.

  http://www.youtube.com/watch?v=K7Ky5R-vxns

The video could also tell a story for example : Rihanna's Take a bow.

A Video is also a  creative artifact of interest itself.

A Music Video can also market other products such as films.

Linkin Park produced 'new divide' which promotes Transformers 2 revenge of the fallen in there music video.

Hannah