Madeon website textual analysis

In order to gain more of an idea of how to create our website and what to include, we decided to do a textual analysis of Madeon's own website:

Importance of the pitch

We have further improved our pitch to suit the areas which seemed to lack detail, such as how our audience will be targeted.

Madeon Artwork Analysis

We began to analyse Madeon's artwork in order to fully understand some of the conventions needed in both our video and ancillary pieces.

Green screen practice

In order to broaden our options in terms of how we film certain shots we decided to do some green screen practice. This was the result:

CD Cover Practice

In order to prepare for our ancillary task, we decided to practice our skills in Photoshop to ensure the end product was as good as possible.

In this attempt we decided to emulate a cover similar to that of Madeon's album. We incorporated his real logo (the diamond with two brackets) in order to get an understanding of how a logo could fit into a CD cover. These examples were inspired by the real covers below:

Audience Research

In order to gain a better idea of what our target audience would like to see in our video we decided to interview some of them in order to reach our full potential:

Production logo

It was suggested by a member of my group that we take a stylistic influence from a production company that he is a fan of. This company was 'Spinnin' Records'. This company centres each of its logos in the centre of the album cover in order to make its brand known, something we are unsure about doing at this time.

The Kindest Cut theory

by looking into Vernallis' 'Kindest Cut' theory, we have been able to identify several different filming techniques which will make our music video look authentic:

Carol vernallis ‘the kindest cut’ theory from Max Biddlecombe

Location Scouting

As I live nearby to one of the places we intend to film our music video, it was decided that I should go out and take some pictures on location in order to give the rest of the group more ideas as to how and where we should film. These are some of those pictures:

Finale Artwork

We looked into the artwork of the song we are intending on using for our music video and have created a short textual analysis about it:

Identifying audiences with the life matrix

Created with Padlet

Music Video Production

In order to fully understand the production process of most music videos, we decided to do a small amount of research in the production process which a lot of 'big' artists use.

Marketing

We have created a new presentation focussed on how artists market their music video in order to learn the different ways in which marketing can be done in the digital age.

Marketing Music Videos from Mattw2897

Case Study- Vevo

We have decided to do a case study on Vevo due to its heavy involvement in the distribution of music videos. By looking into this site, we have managed to gain a further understanding of how the distribution process works and how the largest audiences are drawn in.

Distribution of Music Videos

In order to learn more about how music videos are distributed, I decided to research the different ways in which it can be done and how content in the video itself can help:



The link in the Prezi-
http://www.independentmusicpromotions.com/self-promote-distribute-music-video-if-must/.

Account of Meetings

It has become apparent that we need to organise ourselves in order to complete the main task and ancillaries in the most efficient way possible. To do this we have created a spread sheet to organise when we will be working on specific tasks and who will be working on them. The different topics of discussion are included to ensure we all have something to add before meeting.

Music Video Pitch

In preparation for our music video, we had to create a one page pitch to express our intentions:

'Male Gaze' Theory

After looking into a few theories that can be applied to music videos, I have done a short textual analysis in which the Male Gaze theory can be applied.

Famous CD Covers and Music Videos

In order to fully prepare myself for my music video and CD cover along with it, I have been looking into some of the most famous examples. this was in order to see if they had anything in common with each other that I could use when making my own.

Famous CD Covers and Music Videos

Regulation

In the world of music videos, regulation is used to separate the family friendly from the controversial and inappropriate. A couple of years ago, the government announced that music videos would receive the same rating system as films and TV shows (12, 15, 18 etc.) however this was relatively unsuccessful. Music videos are regulated by the BBFC (British Board of Film Classification) and give more mature videos an advisory, mainly aimed at parents, in terms of discretion so that anyone deemed too young to view it does not.


A good example of a controversial video that was subsequently banned by the BBFC as Frankie Goes to Hollywood's 'Relax'. This video was banned for a period of time due to the era in which it was made. The video not only contained nudity, but also glamourised homosexuality which was very controversial in the 80s. In today's culture, such a topic would not be seen as so controversial due to the changed attitudes towards homosexuality.


Personally, I believe that regulation needs to be more strict it wants to be more effective by banning people who cannot prove their age in a more effective way than just clicking an "I am over 18" button with nothing else.

Controversy in music videos

I have read an article concerning controversy in music videos which focuses primarily on Rihanna's 'Bitch better have my money' which has proven to be one of the most controversial of the year. This article explains how it is quite common for an artist to have a fall in popularity and reach a stage that is almost like a mid-life crisis where their standards drop. It uses examples of 'Guns N' Roses' and even Taylor Swift being among these artists. It goes in depth about how several artists purposely create a controversial video in order to make the video infamous and therefore make it well known (even if it is for the wrong reasons). This allows the artist to make more money from the video as the charts now take YouTube and vevo etc into account when compiling the top 40.
To me, this seems like a very clever idea for an artist to make themselves well known, however it is very risky as Robin Thike proved with 'blurred lines' giving him a bad reputation.
This article does mention however that such controversy has become a trademark for many artists in the past and is what they're loved for such as Oasis' "hardman character" in several of their videos.

Genre Theories- Kasabian "Fire" Textual Analysis

Over the past couple of lessons, we have been looking over some theories revolving around music videos which we can apply to our own work. These theories, which concerns genre specifically, consist of:


Hartley (1994)- Genre limits creativity- Hartley argues that genres are agents of ideological closure which limit the meaning-potential of a given text. In this case, it appears that this is not true. This video could have quite literally been anything. The bizarre subject matter and theme of the video prove the expanded limits that the video may have been held to. However, it is true that the video was limited in its mise en scene as the artist opted to use instruments as props, a common feature of the genre.

Hodge & Kress (1988)- limits creativity by conforming to audience expectation- Genre controls the behaviour of both the producers and potential consumers.
With the genre of rock stereotypically appealing to more of a male audience, the producers appear to have made the music video for 'Fire' appeal to a male audience by revolving it around a violent setting wich will appeal more to a male audience.

Fiske (1987)- the crucial ideological concerns of the time they are popular- genres tell us something about the time in which they are popular. 

In the music video for 'Fire' by Kasabian, the issue of bank heists and armed robbery is addressed in a way which suits the genre by replacing weapons with guitars and money with sheet music. While bank robbery isn't such an issue in the UK as it is in the US, the video very well addresses it as it was popular at a time when this was happening a lot.

Preliminary task evaluation

The aim of our preliminary task was to illustrate quite a deep and, in truth, slightly confusing narrative of someone trying to find themselves. As a group, we all decided to go a little on the strange side of things and focus on impriving our knowkedge and skills in editing rather than the camera shots and movements with a result which seems quite interesting. We used a variety of effects such as speeding and reversing footage in addition to fades, feathers and keying. Overall, the video was a success in my opinion but I believe there was much more potential in the concept.

I was personally took charge of creating the website for our group and opted to use the website 'weebly' to create it. While it was easy to use and create a web page that suited the genre of the video, I felt a little limited frequently due to the restrictions of the free version. This meant that there was so much more I felt I could do without the limitations.

After an abundance of printing, sizing and trimming issues with the CD covers we were eventually able to complete the final piece. I feel the artwork accurately reflects the themes associated with the genre and I'm pleased with how it has turned out.

Band website and CD cover

We have created a band website in order to promote our video:
www.aspreliminaryleavingyou. weebly.com
We have also designed and created a CD front and back cover:

Finished Preliminary Task

Here is our finished preliminary music video of 'Leaving you' by Savoy & Sound Remedy:

Similar music video textual analysis

Due to the similar genre, I have chosen to do a textual analysis on the song 'You're on' by Madeon because our song doesn't have an official music video.

Camera
The video features various camera shots that are used in a very voyeuristic nature such as close ups and two shots of the seemingly attractive people that feature in the video. The frequent low angle shots used on the mysterious futuristic aspects of the set may suggest the human fear of the unknown since these aspects seem to be represented as quite intimidating.
Mise-en-scène
The video uses a very bright and plain colour scheme which gives a futuristic and technologically focused theme which matches quite well with the genre of the music.
Editing
Similarly, the editing matches the genre and the technological tone of the video by using many futuristic looking special and visual effects which are used to 'wow' the audience. The bright lighting and colour scheme reflects the upbeat and cheerful tone of the song itself.

Song Choice for Preliminary Task

After much discussion, we have decided on a song to use in our preliminary task. we decided on 'Leaving You' by Savoy and sound remedy. It is a song that I am personally unfamiliar with but other members of the group knew. I believe that this track contains an even mix of instrumentals and vocals to be able to be creative with.

Pharrell Williams- Happy

We have been looking at the Music video to 'Happy' By Pharrell Williams due to its significance of being the "First 24 hour music video"

Textual Analysis:
Camera:
There are two main shots used in this video; mid shots and long shots. Every person in the video is always dancing, so mid shots are used to show the person dancing and what they are wearing. This shot is mainly used on Pharrell, the lead singer, to show that the focus is on him, and that he was the most important person in the video. Long shots are also used a lot, to show the location of the dancers as it is varied throughout, and to show the person in the shot dancing in their entirety.
Throughout the video, the angle of the camera does not change and is always aimed straight in front of the people/person dancing. However, as the people dancing are always walking forward, the camera shot used is always a tracking shot moving backwards, most likely using a dolly to do so. 
Editing:
Cross cutting is used constantly in this video. Pharrell Williams is the main character in the video, so he takes the predominate position, but cutaways are used throughout to show the other people dancing. No transitions are used at all in the video as it seems to appear realistic as possible, and simple cutaways are used throughout.
Mise-en-scene:
Throughout the video it cuts away to different people dancing in different locations, such as in a street, a school, a kitchen and in a church. There is a large variety of people in the video, showing all different cultures, age groups and social groups. For example, there is a shot of a young girl dancing enthusiastically, and another shot of an old man dancing outside of a shop, showing the variety in types of people who enjoy this song and like his music. The location of the video constantly changes, as the idea is that everyone all over the world and in different places are all singing and dancing to the song. It was probably filmed all in one city, but all of the dancers are shown in different locations to suggest that none of them know each other. The lighting throughout is natural as it is all taken during the day, as it is meant to appear as a naturalistic video, showing normal people living a normal life.

We were also tasked with recreating a 1 minute version of the video ourselves. Here is our video (first one in the playlist):

Steps for a successful music video

1. Research
This involves watching a wide variety of music videos from various different artists in order to understand the different conventions linked with different genres and how this sells the product.

2. Groups
Choose your group wisely,  your friends may not be a good choice as they may be a distraction (work over pleasure).  Make sure the members of your group are reliable and that you exchange phone numbers immediately.

3. Choosing a track
When choosing a track, remember you don't have to like it. Try to avoid your favourite artists and well known tracks. BE ORIGINAL

4. Pitch

The one page pitch is a vital part of the coursework as it is the moment your ideas are first presented together. This pitch must be simply expressed, and shouldn't drag on for too long. It allows you to explain your initial ideas for your music video through a single piece of paper that you will present your teachers with. If anything significant and original is involved, ensure it stands out.

5. Previous Student Work

it is strongly advised that you look over any previous work by other students so that you can evaluate the good, the bad and the interesting aspects of them all. For example look out for specific camera shots but ensure that they have not been used so much previously that they have become cliché. Use both the good and bad features to build upon.

6. Planning & Shooting

The best work is always well planned and performing acts such as storyboarding and discussing different ideas with your group, reflect well on your group. When filming, always ensure the date is set and the group are able to meet in the location without this it is possible that people will make other plans.

7. Editing

Always ensure you don't go over the top with special effects; they are capable of either making or breaking a project and using too much in unnecessary places could give your project an unprofessional look.

8. Screening & Feedback

Ensure that your finished piece is shown to multiple people in order to get feedback on how to improve it. DO NOT just show it to your friends as they may not want to be too critical and you may not get the answers you need.

Textual analysis(5 recommended music videos)

San Holo- Hold Fast:
Mise-en-scène- This video does not contain too much to talk about in terms of mise-en-scène however it is very simplistic in its use of the plain white backdrop to show an art gallery suggesting that this song is an art form.
Editing- The use of jump cuts throughout fit perfectly with the music.

Camera: The majority of this video is shot by a hand held camera showing the simplicity of the video.

The 1975-Robbers:
Mise-en-scène- This video is very stereotypical of its genre due to the use of costume and props such as guitars and other musical instruments. These themes are quite common in indie music videos and so this video follows suit.
Editing- This video features frequent jump cuts to show the narrative throughout. These jump cuts fit the music very well by being used to the beat. This video also features a break in the music to show dramatic effect during the robbery scene.
Camera- This video also uses a hand held camera throughout and is used often in a similar way to a home video in order to show the relationship between the characters in the story.

Martin Garrix- Don't Look Down:
Mise-en-scène- This video uses the backdrop and setting of a hotel in order to give itself a summery feeling this is due to the genre of mainstream dance music being associated with summer and holidays etc.
Editing- This video also features high levels of saturation and contrast to the same effect, to give it a light hearted, warm and summery feel which is typical of the genre. It also shows that this video doesn't take itself too seriously unlike other genres of music.
Camera- This video uses cuts to the quick tempo of the music and allows the audience to see a lot of what I going on in the scene. me>
Vance Joy- Riptide:
Mise-en-scène- This video shows a clever use of MES as everything mentioned in the lyrics is shown in an individual clip.
Editing- With each new lyric, a quick cut is used to jump between each new clip that represents those lyrics. This use of montage is a clever way of presenting a music video.
Camera- The video is often shot in POV because many of the clips were not meant specifically for this video and were instead home videos.
The Smiths- This Charming Man:
MES- This video features the backdrop of a regular house and is just the band performing which is typical of this genre of music by being very simplistic.
Editing- The entire video is very bright and the lighting reflects the mood of the song. This exposure matches the upbeat nature of the song.
Camera- The shots used in this video put a lot of emphasis on the instruments used which is a very typical thing to don in this genre.

Storyboarding 1st attempt

This is my first effort at storyboarding the music video for 'Californication' by the Red Hot Chili Peppers

History of Music Video

Since the early 20th century, music videos have been advancing rapidly in terms of both conventions and technology.

1900- Thomas Alva Edison created the Gramophone, this meant that the music industyr didnt have to just be a band or performer playing in front of a live audience, for the first time, people could experience music at home.

1927- The half silent, half musical film 'The Jazz Singer' was released which was the first example of music and video being implemented together.

1938- The film Alexander Nevsky was released and was the first time music had been implimented to match the action on the screen. The score was composed by Sergei Prokoviev.

1935- Fred Astaire manages to bring big names into musical films which allowed the combination of music and video to become more popular. For example 'Top Hat'.

1940- Often referred to as the first ever music video, Disney's 'Fantasia' was able to combine music and animation to create one huge film in order to get the audience more interested in classical music. it is quite difficult to find anyone who hasn't heard of it, or at least heard of one of the main shorts involved 'The Sorcerer's Apprentice'.

1952- You would have to go a long way to find anyone who hasnt heard of 'singin' in the rain' which was able to draw huge stars such as Gene Kelly to perform in it. it is one of the most famous examples of music and visuals being implemented together ad was one huge step towards music videos as we know them today, mixing expert choreography with enjoyable music.

1961- Similarly, Leonard Bernstein's 'West Side Story' was another popular musical film which became very popular just like 'Singin' in the rain'

Elvis- Elvis Presley helped Rock 'n' Roll music explode in the mid 20th century and allowed black music to become much more mainstream. The younger generations felt as if they could identify with him allowing his music to become more popular.

1963- 'Ready Steady Go' rapidly became a popular show in the UK as it showcased different artists performing live (such as The Beatles etc.) every week and got the public more interested in the industry.

1964- 'The Animals' used a music video in order to sell the band and in turn more albums. This video frequently used camera shots which focused on the artists to cultivate an image.

'Basket Case'- Green Day (1994) Textual Analysis

My textual analysis for 'Basket Case' by Green Day (1994)

Camera shots angles etc.
This music video feature frequent close ups on several band members throughout. Particularly that of the lead singer. This links to Goodwin's conventions through the use of voyeurism by selling the band by making them appear attractive.

  

The editing also shows examples of voyeurism through its use of colour saturation and contrast. For example he bright blue and pink background is often exaggerated by increasing the saturation, making them 'pop' which actually subverts from the typical conventions of the genre. 

The frequent quick cuts between each character reflects the fast pace of the song.

The mise-en-scène is a very typical aspect of this particular genre by including the instruments used (guitars,  drums etc) throughout. The costume is also a very important aspect of this music video as it reflects the clothing habits of its target audience at the time in which it was created.

Welcome to my A2 Media blog

Welcome to my A2 Media studies blog. Over this course I will be creating a promotion package for the release of an album which will include a music promo video along with two of the following:
A website homepage for the band.
A CD inlay for its release as part of a digipak.
A magazine ad for the digipak.
I look foreward to this new challenge and learning more about the industry of music video.