Research into chosen music genre

The dance genre that we chose for our music video was brought around as we feel as a group we can work with the fast pace of the song and use this for editing. The up beat sound of a dance song gives everyone a happy. loving and positive vibe. It is the genre that the younger generations are listening to and it is popular at young party scenes. This genre of music is also presented well in the media as they show that artists have a positive effect on people when at parties but they can however, have a negative one.I analysed two music videos that had the same dance genre that my group and I are choosing for our music video. The first was 'Thinking about you' by Calvin Harris and the second is 'Sun Don't Shine' by Sonnentunz.

The codes and conventions within Think about you, are stereotypical of a dance genre as is has a club since however, it goes from a club scene to a scene about the lyrics such as thinking about you. For example a man and women were arguing and then she went over to the person she was 'thinking about' and started kissing them. The song was able to demonstrate that it was a dance song through the party and club seen but it also revealed a deeper understanding to the lyrics as it showed all the people that it was thinking about. The conventions within the music video were related to the music videos genre being dance as it had strobe lighting, the artist on the DJ decks, a party scene and a normal scene relating to the lyrics.

The mise-en-scene was used effectively throughout the music video. The mirco-element of mise-en-scene which was used was Iconography, this was used when a BMW car pulled up and it had the artist in it. It shows the lifestyle of the artist and it relates to the song as artists producing such popular songs will have a luxury lifestyle. The location of the music varied from a huge house to a club. The house represented the lifestyle of the artist and high profile that he has, while the club shows that everyone is enjoying themselves to the music that the artist is producing. There are strobe lights which are used while Calvin Harris is on the DJ decks, it relates to the party seen and also relates to the song as it is a dance song. The positioning used within the music video is evident when the artist is on the DJ blocks and everyone is below him, he is center of attention. It shows that everyone is watching the artist and having a good time to the song that he is playing, it relates as everyone is having a good time to the music within the club. The facial expression of the boy and girl that are dancing on their own in the house have a loving and happy face, it shows what the music does to people and it effects them physically and emotionally. It relates as it shows that they are having a good time to the dance music that is being played within the house.

The camera shots that are used within the music video help to represent the genre. A mid shot is used within the video when people are dancing in the club which shows that they are happy and enjoying themselves. It relates as people within t a club should be having a good time because of the music and the vibe that they are getting. A high angled shot is used in the club above the crowd, it shows that everyone is dancing and getting into the music. It relates as the song is having a positive effect on the people within the club, and it is what the music is meant to be doing to the people. The editing techniques that are used during the video help to relate to the dance music genre. A straight cut is used during the video when a girl kisses another girl then it cuts to a boy kissing a girl, it relates to the lyrics of the song as they are thinking about being with each other and no one else. It relates to the music as the song makes people connect through the music. A slow editing technique is used during the music video, when the boy who got beating up starts punching the boy that did it. It shows that he is thinking about the abuse that this boy is giving him therefore relating to the lyrics of the song.

The target audience for this song would be club scenes and party people. Through the music video the song does show that it can be played within a house to chill out or within a club. The target audience for this song would therefore vary from party goers to people having a gathering. The song can be used in both situations. The artist is represented during the music video as a person who will perform for this audience as he is playing his music within the club. It shows that he likes to perform and that he wants to give his audience as feel for the music. The style of the music video consists of being 20% performance, 40% narrative and 40% concept. It has been directed like this to shows the artist, the concept of the song being thinking about
people and the narrative of the club scene. Goodwins theory was used during the music. The first being that the music video demonstrates the genre characteristic, this is evident when the song is played within the club setting and everyone is having a good time to the music. There was a relationship between the lyrics and the visuals when they sing 'thinking about you' and the girl kisses the girl and the boy kisses the girl, meaning that are thinking about each other. There is a demand of the label through the artists label as he is on the DJ decks and that is what Calvin Harris's trade mark being a top DJ. There is also a frequent reference to the nation of looking and particular a voyenuristic between the female body. This is when the women are in their bikinis on the boat and a girl is topless walking down the stairs of the house.

The second music video i analysed was the 'sun don't shine' by Sonnentunz. This music video did follow some conventions of its music genre but not all. For example it did show that the girls within the music video were having a good time as they woke up hang over from a good night before. However, it does not have much of a party scene, and conventions such as strobe lighting and alcohol. There are conventions but not as many as a normal dance music video.

Mise-en-scene was used during the music video. Costume and iconography was used in the music video when the girls within the music video were wearing hippy or festival clothes. This shows that the girls were dancing and having a good time to the music the night before. It relates to the song as this type of song would be played at a festival as it would get the crowd buzzing. The lighting that is used in the video is natural lighting on the girls when they are waking up. It relates to the song as the have just woken up from the night before having a good time. It relates as the song would have been played the night before when they were having a good time. The location of the video is on a roof, however it gives the the impression that it could be at a festival or field as it has grass and chairs like the girls are at a festival which would relate as the song would be played at a festival. The positioning of the girls is that they are high up on a roof above civilization, which relates to the song as when you would be listening to it you would not care about anything. People would just want to live for the moment. The facial expressions used by the girls are a happy face when they get up to dance. This shows the effect of the song on them, they get a happy vibe from the song which would relate as it was made to get people in the mood for parting.

The camera shots that are used in the music video help to explain the codes and conventions of the music video. A establishing shot is used within the music video when the girls are on the edge of the roof and the city is behind them while they dance and have a good time. It relates to the song as it shows that they are careless when they are listening to it and they just want to have a good time. A long shot is used when they start dancing on the roof, it shows that they are having a good time and they just want to live for the moment. It relates to the song as the girls just want to be together and they get a connection from the song and being together. Editing techniques are used during the music video in the form of a fade at the start of the video. It was used when the girls were waking up from a hang over, it relates as it shows that they had a good night and the song was used during the night. It relates as it shows that they had a good time before as they were all smiling when they woke up, while the music was playing. A straight cut was used during the clip, which was evident when they were sleeping to when they were waking up. This was used to show that they confused were they was and did not care what happened to them. This relates to the song as it shows that people are careless when listening to this song and this genre of music.

The target audience of the song would be party goers like the ' thinking about you' song but i feel it would be for a teenage audience. This song feels like it has a more chilled out vibe to it and people could also just relax to this type of song. The song could be used in a party seen and it could also be used in a chilled out environment. The artist is not represented throughout the music video as there is no performance within the music video. It has been used to show how the song can come across. The style of the music video is 80% narrative, no performance and 20% concept. It has been used to show the music can effect people. There is a  relationship between the lyrics and the visuals when the they are high up on the roof and it sayings melting your worries away, it shows that the song makes people forgot about their worries and on a roof people do this. There is also a frequent reference to the nation of looking and particular a voyenuristic between the female body as there are only girls within the music video.

This research will help me when making my own music video as it has given me more codes and  conventions that i can use. It has also given me a different look on how to make a music video as they do not always have to include performance within the music videos a video can be 100% or 80% narrative. It has given me more ideas that i will carry over to my group when discussing ideas for our music video that we will be producing.

Copyright

A copyright is a legal concept, enforced by most governments, giving a creator of an original work exclusive rights to it. It means that an creator has 'the right to copy', however, it also gives the copyright holder the right to be credited for the work, it determines who may adapt the work to other forms. A copy gives an artist protection for their work. If the creator has a original work then you have the right to copy right it in order to protect it from people being able to steal your work and making money from an creators work.

My group and I need to apply for copyright in order to be allowed to used the artists song. If we do not apply for it our music video that we created could be taken off of youtube if we try to upload our video. We could get taken to court if we do not get copyright. We sent an email to universal, and the email address was info@umusic.com.

Inital plainning ideas

My group is made up by four people, the group includes Jake Poulter, Amiee Austin, Amy Fountain and myself. Individually we all bring something to the table and all have ideas that we would use to make an effective music video. As a whole we bring creativity alongside editing and camera skills, that I hope will be effective when making a music video together. The group understand each others ideas and as a group we will build on an idea one group member has in order for everyone to want it within the music video we will be creating.

During the discussion my group and i had, we decided to use the song "wake me up" by Avicii as we feel the pace of the song varies and we can use this when filming and editing. As a group we were thinking to use songs such as "sun don't shine" by Sonnemtanz, also we were thinking of using "Londons calling" by the clash as we were going to have a London themed music video.We discussed whether we wanted to base the song on either a relationship, friendship or family, in order to make the music video realistic. As the song we chosen was based on waking up, we decided to have myself and Jake as the two actors waking up in a place in which we are lost. This would relate to the lyrics as Avicii singing about "i didn't know i was lost" and "so wake me up", the group thought we could relate this easily in the music video. We then would want to re-trace our steps in order to find out what happened at the party we had the night before. Throughout trying to remember what happened at the party we would want to try our way home to family. However, one of us in the music video would go home to their family and have everything they want, the other would go home to their flat and have nothing. It would be a contrast as they would have the same party life but different home life as one lives with their family and the other lives on his home.

The points we needed to discuss for our music video had been broken down. The first element that we needed to cover was mise-en-scene. We said that for the costume mirco-element of mise-en-scene we would use casual clothes in order to relate to the party theme and the dance theme of the music video. The group wanted the music video to stay as realistic as possible in order to make the audience believe that it was happening.We wanted to lighting to be low key in the clubs and natural light during the day to stick with the realistic approach to the music video. The iconography we will use will differ on where we are filming the video. We will however, use alcohol bottles in order to make the party and hangover scene seem more real. The locations that we use for the video will be a club, London and home scene in order to have a variety of locations throughout the music video. Jake and I will be in the centre of the shots in order for us to stand out from the other people within our music videos.  Within the Artists representation we will make the artist seem unknown throughout the video but the main actors will be wearing the artists logo. We will use characters instead of the artist appearance as we want the video to be more narrative based.














For cinematography as a group we would like to include close-ups to show emotion. We want to use establishing shots to show the genre setting and we will use mid shots to relate to the party scene. During editing i would like to use fast and slow editing. During the slow editing we would like to use fades and during the fast editing we would use straight cuts. The style of the music video will be 20% performance, 20% concept and 60% narrative as we feel we will have a mixture to relate to the song. The codes and conventions that we want to use will include strobe lighting, dancing and alcohol. However, we want to break conventions also by using a family to contrast the party lifestyle. One of the actors will go home to a family and the other will go home to nothing to contrast lifestyle. The target audience would be young adults and teenagers as we would think they would use this. The music theory that we are going to follow are Goodwins and Dyers. The genre characteristics we will use are dancing, flashing lights and a party scene. This music and visuals we will use and the lyrics and visuals will be in time with the beat. We will use the logo of Avicii during the music video. For Dyers theory we would use rebellion and be extraordinary. Research that we carried out would include analysing Aviciis and other dance songs. The 'WAke me up' music video shows the change between music, the party lifestyle and the family, with the girls as sisters. The experience we gained from being at V festival can help us relate to the video.

During the first meeting that we performed, we just all put our ideas together as a group and said what each of us wanted within our music video. We all gave an input and brain stormed our points and put them on the sheets that are evident above. We put together our ideas and started to put together a rough plan.

The second meeting we had we started to put together what we wanted to take place during each lyric and sound. We then started to put together a better rough plan and we have evidence that of what we want to happen. We started to also plan and create our story board in our second meeting.

Research into diversity

The elements that make up a video consist of a strong narrative or performance, big celebrities, mise-en-scene behaviour and censorship, and finally the budget spent on the music video.The concept of diversity consists acceptance and respect. It means understanding that each individual is unique, and recognising our individual differences and needs.  These can be along the dimensions of race, ethnicity, gender, sexual orientation, socio-economic status, age, physical abilities, religious beliefs, political beliefs, or other ideologies.  It is the exploration of these differences in a safe, positive, and nurturing environment. It is about understanding each other and moving beyond simple tolerance to embracing and celebrating the rich dimensions of diversity contained within each individual. Additionally, being unique is being an individual that does not follow a trend, they do the opposite and go again conventions of music video. They want to be different without being equal, equivalent and unparalleled to anyone else. Diversity and unique music videos would appeal to an audience as it would be the opposite of other music videos and artists that following conventions and genre stereotypes. The audience would remember the music video and it would stick with them as the song is played as it is a new trend. Music videos can be diverse by not following conventions of genre and not be stereotypical to a song. This is evident by 'Come to Daddy' song by Aphex Twin, the song is a dance genre but it does not have any conventions of a dance video as it does not have no club setting or dancing within the music video.

 I will be comparing two directors to explain and analysis why they are diverse and unique to other music video produces.The first director I will be looking at is Chris Cunningham who has directed 'Come to Daddy' by Aphex Twin and 'Frozen' by Madonna. I will be comparing Cunningham to Michael Gondry who directed 'Come into my world' by Kylie Minogue and 'The hardest button to button' by the White strips. I will be looking a four elements throughout analysising the four videos. These elements consist of presentation (music video genre characteristics), Goodwins theory , structure and style of the video and finally representation of the artist. These elements should allow me to be able to find out why the music videos are unique and diverse.

Chris Cunningham takes a dark and freaky look to a music video. He directs Gothic, thriller and scary movie like music videos. However, these music videos that he directs are effective and people remember this trade mark as he is diverse and unique because of the approach he takes to directing his music videos. The artists that he has worked with include Aphex Twin and Madonna, in which i will be analysising their music videos. Within the 'Come to Daddy' song produced by Aphex Twin, the  presentation of the music video is diverse as the genre is dance as it has a fast beat to it but it goes against conventions and this is what makes the music video diverse, unique and un-stereotypical.The song does not following a club scene, it is set in a council estate and it is more like a fantasy nightmare rather than a music video, the video is more like a scary video game where you are being chased. However, the music video does have fast paced editing which is a convention of dance.  The music video is more like a short film as it has more conventions of a film than a music video. The music video does not follow Goodwins theory and this is what makes it diverse as most music video have elements of Goodwins theory within them. It does not have any representation of the artist within the music video. A world wide music station such as MTV would ban the video because of censorship rights. The structure and style of the video is that it is 100% narrative based, the narrative is about children with scary masked on chasing and attacking a old lady, it is more like a thriller film than a music video, it makes the audience feel uncomfortable and it makes them realise that something is not right as a old lady is being attacked. It is like a thriller film as it does no have any conventions that it should consist of. There is no representation of the artist within the music video, it would not the audience any connection with the artist as he is not represented in the music video.

The second video that I will be analysising that Cunningham directed will be 'Frozen' by Madonna. This music video has a Gothic genre, this is evident through the clothing which is black, Madonna also turns into a crow during the music video, this explains that she is taking a more Gothic and dark approach to this music video rather than how she use to look. The characteristics of the song consist of a dark look as it in a dark location and it has a dark look to the song.The location of the video is unknown and it goes against Madonnas typical pop look and conventions  as she is a pop artist. There are a few elements of Goodwins theory that she following in her music video. There is a relationship between lyrics and visuals this is evident when you see birds in the background and then she sings about them. The song consists of 90% performance as Madonna is singing and performing throughout the music video. The other 10% is narrative when she turns into animals and it gives away the dark atmosphere, this is the structure and style of the music video. I think that this has been used to show that Madonnas look has changed and that she is going for a different approach which people cannot understand or get over. The way that Madonna is represented in the music video is different to how she is normally presented as a pop start therefore she and her song is being diverse and unique. She is emotional throughout her video and she has changed her image a lot to try to keep up with the young audience. She is rebelling against the conventions of a typical music video- she wants to be different.

Michel Gondry is a Academy Award winning french filmmaker who works include being a commercial director, film director and an music video director. Gondry is more creative and has more editing in his music videos than Cunningham. He is still unique and diverse in his music videos as he does not follow conventions of genre characteristics and music videos. Gondry worked with Kylie Minogue when she wanted to record her song 'Come into my world'. The characteristics of this music video are typical to a pop genre song. As the song is filmed in a realistic location being Paris and Kylie is wearing typical everyday clothing which the audience can relate to. This is what a normal music video should be like, but as there are more of her introduced it changes it and people will be a bit confused from the music video. She does relate to Goodwins theory throughout her video but not as much as a typical pop video, the first visible point being the relationship between the lyrics and visuals, as she sings 'come into my world' and then a second kylie comes onto the screen and into her world. However, there is not enough to make it a pop song, as she only follows one part of Goowins theory. The structure and style of the music video consists of 90% performance as she sings throughout the song and around 10% narrative as she is walking in circles repeating the same story. This is strange as the artist is represented in a different way to what she normally is which confuses her target audience and makes them feel like they wanna know whats going on with her, it attracts them to her even more. Kylie minogue is represented throughout the music video as she is in it all the way through. She is being very conventional to pop and the audience can relate to her conventions through clothing, the location and the song itself but not as much as a normal music video. Gondry follows more conventions than Cunningham in this music video than the fist one that I analysed for him as he did not follow any of Goodwins theory however, both songs are diverse as they follow none or limited conventions of Goodwins theory

Michel Gondry directed 'The darkest button to button" by the white strips. The genre of this group and their song was alternative rock. It did have conventions of this and they were represented by the instruments they were using which were guitars and drums. They also had face paint on and their clothes were rock based as they had skinny jeans on which is conventional to a rock genre music video, as normal rock stars stress to be different and just want them and their music to be noticed.The song followed some of Goodwins theory as it followed genre characteristics which the guitar, drums, clothes and make up. There was a link between the lyrics and the music, as every time he hits the drum base, the guitar or drums double with the beat. The relationship between the lyrics and the visuals are evident when he sings about a red box and he has one with him. The structure and style of the music video is that it is 100% performance, it has no narrative or concept within the music video. This is normal to a rock style song as they want the audience to be engaged with what their doing. The representation of the artists is shown within the music video as they follow a few rock conventions but they do not perform in from of a crowd or they are not playing in a gig within a small proportion of the music video. It is just them with their instruments playing their song, the main focus is on the artist.  Cunningham and Gondry's style of his music videos are mainly 90-100% performance, it shows that they are doing this as normal directors have more of a percentage on other parts such as narrative or concept within the music videos.

The music industry consists of mainly artists following genre conventions and some songs look the same as they are following the same conventions such as the presentation, Goodwins theory, structure/ style and representation of artist. For example R'n'B songs follow the same conventions in all most every music video as they should include stylish clothing, the artist dancing on their own or with a group, a slow then faced paced beat and a girl within their music video. It shows that stereotypically these kinda of song follow the same conventions. An artist would chose to create a diverse and unique video to stand out from the crowd and be different to everyone else. The audiences that they would be perfuming to would like the fact that the artist or song are breaking coventions and are not following the trends of normal artists instead they are making their own trends. Their are postives and also negatives that c an be brought around from making a diverse or unique music video. The postives can include things such as the music videos are different, the target audeince will remember the video when theys ong is played on a radio etc and they break conventions or trends, However, the negatives that be brought out a diverse msuic video would be that the target audience would be able to understand or relate to the artist. They would have no interest in the artsit and the music video maybe unpopular.

I feel as if Gondrys style of directing would suit the music video that my group and I have chosen for our music video. This is because he follows some conventions of a genre and he follows some conventions of Goodwins theory. Whereas Cunningham breaks all conventions and he does not follow any of Goodwins theory. Although both directors are similar in the fact they are diverse and do not follow all conventions, they are different as Cunnignham goes to the extreme of not following any conventions in the song such as 'Come to Daddy'. Where Gondry does follow some conventions but not enough to follow the crowd. In Cunninghams song 'Come to Daddy' he does however use fast editing to keep with the beat of the song and i would wnt to use this when making my music video. However, he uses dark and Gothic like scenes within his music videos and i would not use this as i feel they are too off topic and they a not related to the song in anyway. In Gondrys videos he does follow some genre characters tics and i would take this forward to my music video. He does not use that much from Goowins theory however, and i feel a music video needs as many points from Goowins theory as possible to be a good music video. I feel as if the points i have identified will follow the genre characteristics of my music video.

Ideas and inspirations for my music video

Throughout the planning of my music video, i was thinking of using three music videos. The first one being starting from the bottom by drake. I was thinking of using this music video as i realised that it has both fast and slow paced verses and i could easily put a music video together for this song as it is talking about having nothing but now having it all. However, as there is rap within this music video and if i chose to use performance within the music video it will be harder to rap this song as it is too fast for normal people to sing. A second song i was going to use was waiting all night by rudimental, this song would be good to chose as people can understand the words they are singing and they will easily be able to relate to the words and the band itself. However, a music video would be hard to make for this song a sit has no real concept behind it. Therefore, it will be hard to do either a narrative or concept music video for this song. Finally, i am considering using wake me up by avicii, as this song has a upbeat tempo which is what normal teenagers are listening to at the moment, people will easily recongise the song and be able to relate to the artist. This song also has a good concept behind it, so it would be easy to make a music video for. However, the song would be hard to represent the artist as we would have to have two people in the music video that would be good at working together.

Research into music genres

Music videos appeal to audiences with the use of Mise-en-scene, editing and camera shots. Each music has a different reference whether that reference is performance, concept or narrative. The audience can be drawn in by what the music video does alongside the music. The target audience that the video is trying to attract will try to appeal to that audience. For example in Justin Biebers songs and music videos try to attracted a girl audience as he feels this target audience will make him the most money.

I first analysed the rap song by Drake 'Over'. During this song I looked at conventions within the music video that relate to the genre of the song. During the music video there is a low angle camera shot. This is evident when Drake is dancing, while his lyrics are projected on the wall. The camera shot represents Drake as a new rap artist and the shadow on the wall represents his image. This relates to the rap genre as it defines his emotions and the life that he has been through. The audience would be interested in watching the music video and find out more about him. Within the music video there is also a establishing shot, this can be seen when there is a picture of the city on the wall behind Drake while he is singing his song. This shows that his life is moving quickly and that everything maybe be happening too quick for his liking, such as his career and love life. The establishing shot shows the story of his life and it relates to the song as he is saying his life is over as in everything is going to happen fast.

There are a lot of editing techniques that are used within this music video, to help the audience understand what the song is about. Colour filters are visible within the post, the filters can be seen when they use them at the start when Drake is in the bedroom. The bright and quick colours have a red and orange tint which explain that his life is fast and full of drama. It represents that his lifestyle is quick and modern. In addition, to the colour filters, i can see that there is a relationship between the lyrics and visuals. Furthermore, Drakes facial expressions that are used in the bottom screen shot prove that all the words he is singing means something to him, in some way. In this shot he looks angry which must mean he has remembered something while saying them words, which proves the song is related to him in someway. During the song when Drake is stood at the side of the camera shot and there are people behind him. It relates to Goodwin's theory and shows that people have a big impact on his life. It represents the production of people, making a point to tell people how far he can come in his life.

Within the element of mise-en-scene, costume, positioning, lighting and colour, iconography and location are all a part of the music video that help to explain Drakes story. Within the costume element Drake wears a red jacket, this represents that he is angry. It shows that there are a lot of emotions going through his mind during the song he is singing. It could related to how stressed out he is from all the fame he is getting from his music that he is not use to. Iconography is evident in the form of a lamp, it turns on and off quickly. This represents his lifestyle as it shows that he cannot keep up with what is going on. It is typical as it tells a story to the audience. The location of the music video was in the bedroom of a house, this shows the high profile lifestyle that he lives as it was a expensive looking bedroom.It relate to the song as the song is about the being over, therefore he feel most comfortable in his bedroom, he likes home comforts. Drakes positioning within the clip changes throughout the clip, it was evident during the clip his position at the side of the screen, when the people are walking behind him. It shows that he stands out. It relates as the focus is on Drake and the people behind him symbolise how popular he is. The lighting and colouring used in the clip differs on the mood of drake. However, strobe lighting is evident and it has been used as it follows the beat of the song. It relates as the song is slow paced at the start but when he starts to rap the beat gets faster with the lyrics. The facial expressions used by Drake is a hard face, this shows that he means all the lyrics that he is singing and wants the song to go well. Finally, the colour effectives that have been just in the middle and right screen shot mean that he stands out from the crowd as he is in bright colours which would show the audience he is powerful and stands out from the crowd. However, In the screen shot on the left, it shows drake blending in with the crowd which still explains he is a normal person in some peoples eyes. Not everyone thinks he is famous or made it, people still view him as a normal person.

The second music video that I analysed was Flo-Rida 'Club can't handle me' and the genre of this song is dance. The camera shots that are used during the music video help to describe what the song and the music video is about. A high angle camera shot is evident when the camera is above the audience. It shows that everyone is getting into the music therefore backing up the point that it is a dance song. This relates as everyone is dancing and having a good time which is stereotypical to the fast paced music. A second camera shot that is visable is an establishing shot, this is when the city is on the wall behind Flo-Rida and he is in the middle of the floor on the platform. This shows the lifestyle of the artist as he is from a built up area and has the money to still live there. This relates to the success of the artist as he can live in a built up area with a large group of fans following his music.

 Editing is used throughout the music video when there is a split screen which is evident. This can be seen when one of the scenes is calm and the other scene is of the night club.This references to the lyrics to explain that the club cannot handle them. It is conventional of the dance genre having a good time at the party. Additionally, the second editing shot i found, was when the visuals relates to the music. The pace of the video is slow and the music is slow. The music is slow and the dancing is quick, the cross-dissolves are slow and the straights cuts are fast. The fast pace helps to portray the party atmosphere.












Mise-en-scene is visible within this music video by Flo-Rida. The first that i spotted was the positioning of Flo-Rida himself as he is standing on a podium above all the crowd. It shows that everyone is looking at him and he is the center of attention. As an artist he would like the attention that he is getting from the music that he is producing, it shows that everyone is enjoying his music and having a good time. It relates to the song as he want to be focused by everyone and he wants everyone to look at him as he is at a higher level them realistically and with his music. The iconography that is used during this music is bottles of champagne . This is evident when they are brought out with sparklers in the top of them. It relates to the party seen as people stereotypical have champagne at parties. It relates to the party seen at the club. The location of the music video is a club, which illustrates the song is a dance song relating to the genre and everyone should have a good time a party to this song. The lighting which is evident through strobes also shows that the song should be played in a club environment as these kind of lights are normally played in this type of area. It relates to the song and the genre being dance as this kind of song should be played in a club environment. The facial expressions expressed by Flo Rida and David Guetta are happy faces as it shows they enjoy performing this song as everyone is going crazy for it and enjoying themselves. It relates to the dance genre of the song as it is making people happy and people want to party to this kind of song.

The final music video that I analysed was 'burn' by Usher. The genre of this song is R'n'B as it follows the conventions of these genre of music. Through the cinema shot that are evident throughout the music video, i can understand the conventions that is used. Through a mid-shot in the music video, during the start when Usher stands in front of the bed and then the bed is on fire. It can be explained that he has a history with the girl in the bedroom and he needs the bed too go in order to forget her alongside the history that they have had. It relates as he is trying to tell a story through the song about their love that went sour. Within the music video a long shot is evident when he is sitting on the bed and the girl is in the background also on the bed. It relates to the music video as it shows that she is always over his shoulder and she has an effect over him. It relates to the song as it he has made the song about this girl.

 The editing that is used within the music is effective as it also shows the conventions of an R'n'B music video. A fade was used within the music video when it fades from the girl face, then fades out. This was used to show her emotions and to show that she meant a lot to the artist. It relates to the song as it is based on love and their story is a love story. A relationship between the music and visuals which is a part of Goodwins theory, this is evident when the women's face is on the wall and then it has been set on fire. It relates to the song and the music as it relates to the relationship burning and not going well. The song is based around the relationship and it can be said that Usher feels lost without this girl.

Mise-en-scene is used throughout to represent the artist and the genre of the song itself throughout the song. Positioning is used in the clip, it has been used to show that the girl is everything to drake and it is hard to let him. The positioning was used when the women is on top of Usher when they are on the bed together. It relates to the song as it about them two having an relationship together. The location of the video is within a house, it shows the life style that Usher lives with the girl. It relates as it shows that he has a relaxed chilled lifestyle, which is stereotypical for R'n'B artists. The costume that the girl is wearing is a bikini. There are normally women within R'n'B music videos which the song is either based on or they are used to show that artist has a good looking girlfriend. However, in this song it has been used to show that the song is about the women and about the relationship 'burning' hence the name. Iconography has been used during the clip when User dances in front of an Aston Martin car at the end of the video clip. It shows the lifestyle that he lives but he is lost without the girl as he is still singing about the relationship burning at the end of the video. Facial expressions were used in the clip, is when Usher is sad after the start of the video, when he says its burning. It shows how emotional the song is and gives away how upset he is that the relationship has been burned. It relates to the genre of the song as R'n'B songs are mostly about love or losing someone.

The technical elements differ on each song, as i feel the Over song by Drake and Usher's song is much more similar technically to the Flo-Rida. The camera shots used in the Drake and Flo-Rida songs are similar as they both have either high or low angles when Drake is lower than his lyrics which are being projected on the screen in front of him and Flo-Rida is on a platform higher than anyone. Also in the Flo-Rida song the high angled camera shot is above the audience and it shows that they are having a good time, while dancing to the song. The conventions of these the 'club cant handle us' song show in the camera shots that are used as they allow the audience to see the club having a good time and the artist being center of attentions which relates to the genre of the song being dance. The song over by Drake can relate to conventions through the camera shots that are used as they explain the emotions and feeling of the artists through the shots and the lyrics that are shown within the music video. In Ushers song burn the camera shots are more simple as i found two camera shots that were in the form of a mid shot when he stands in front of the bed when it is starting to 'burn' which relates to the song and the relationship that he is in as that is burning. The second camera shot was a long shot, this is evident when Usher is sitting on the bed and the girl is behind him showing she is always there with him, he cannot forget her. This relates to the conventions of the R'n'B song as there is always a girl within the song that the artist is singing about. The high and low angle shots in the Drake and Flo-Rida songs are much more effective as they show the emotions of the artists and the actors within the song, but they are technically harder to shot. The Usher song is much more simpler as he uses easy shots that are right for the lyrics that he is singing at the time of the shots.

The editing styles of all of the songs are similar technically as they all have lighting, fades or dissolves included within the music videos. Through the Drake song there was the use of colour filters to show the mood that he was in, they filters were used within Drakes body. This technique is technically hard to conduct as the editors have to club the shape of Drake and fill it in with the filters. They were effective throughout the music as when Drake starts rapping and really showing emotion his body would be put in a fire colour to show how much he means the lyrics he is singing. It is conventional to the song as Drake rap genre songs are all about the emotions of the artists through the lyrics they are singing and the colour filters help to show his emotions clearer than his facial expressions. The Flo-Rida song uses a split screen within the song, which shows a normal scene without the song not having such a good time, whereas the other screen shows the people in the club raving to the song. It compares each environment wanting the audience to make a decision on what scene they prefer. The difficulty of the split screen is hard to do as both scenes were in time which the music which is technically hard to perform and executive accurately. The editing techniques used within the Flo-Rida song  express the conventions of the genre of the song as it shows the different scene with and without the music and it shows the effects of the music on the people in the club. The 'burn' song by Usher uses editing to show the relationship between the artist and the girl that he is singing about. A fade is used on the girls face, this has been done to show that she meant everything to Usher but their relationship is starting to burn and when he sings this the girls face fades out of the shot.  This is conventional to the genre of the song being R'n'B the songs are based on a girl or based on a bad or good relationship stereotypical to this type of music. All songs have a hard technicality with editing and it really relates to the conventions and genres of all songs.

The technicality of the mise-en-scene within each music video is simple but is used with a high quality as it is used to show the conventions of music videos and it relates to the song really well. Within Drakes song the costume that is used within the music video to show his emotions while he is singing the songs. The costume is in the form a red jacket, he has this on when he is rapping quickly, it shows that the lyrics mean he is angry and this comes across through his facial expressions with the help of the jacket. This is not a very hard technical element as it is the use of a piece of clothing but it is used in a way in which it shows the conventions of the music with the artist. In Flo-Rida's song iconography is used in the form of champagne bottles which have sparklers in them. It has been used to relate to the party theme which relates to the song. The element of mise-en-scene is not difficult to conduct technically as can be brought, however, they have used it effectively to show people are having such a good time listening to their music that they are buying champagne. It relates as dance songs are related to club scenes which have alcohol in them. The costumes used within Ushers song is used effectively as it shows off how good the girls body is within the music video as she is wearing a bikini. It has been used to show what Usher is missing as the song is about the relationship burning. It relates to the conventions of R'n'B songs as they are normally based around girls or relationships. The costume is not technical at all as it a piece of clothing but it tells the audience a lot within the music video.

The song by Drake will appeal to an audience as they will be drawn in by the emotions caused by the lyrics he sings. The audience will be able to have an connection with the artist as they will not only hear the song but they will feel the lyrics being produced by the artist. They will also be attracted by the song by the editing techniques that are used as they are used so Drake is the focal point throughout the music although there are other people around. Drake is the main focus throughout the song. The Flo-Rida will appeal to and audience as they will want to re-live the experiences of the people within the music video as they are having a good time with the song being played within a club. The audience will want to go to a club and want that song to be played in order to relive the moment that they saw within the music video. The Usher song will appeal to the audience as they will like the emotion Drake as the girl. They will feel that Drake is singing to try to save the 'burning' relationship within the song. All songs will appeal to the audience technically as they all use different elements within the songs which will draw the audience into wanting to watching it again alongside the lyrics.

The audience will build a relationship with Drake as they will see the emotions that he is going through while he sings the song. They will be able to understand how much Drake wants to make it as a artist through the way that he sings the song. Not only will the lyrics allow the audience to build a relationship with Drake through  but the camera shots used with allow the audience to gain an experience of the song which will build a relationship. In Flo-Rida's song the audience will build a relationship with him because of the dance theme throughout the song, they audience will want to use the song at parties and this will be how they build a relationship with the artist. The song will allow the audience to have a new experience as the song is so dance base throughout. The audience will easily build a relationship with the Usher song as they will be able to feel the love he has for the girl but their relationship is burning. The audience will for him as they will want the couple to get back together through the song and the emotions shown by the artist and the girl within the music video.

I would like to use fades and dissolves within my music video as i feel they are really effective when showing the emotion of an artist, through the lyrics or the performance they are giving. I would also like to use facial expression within my music video to show the emotions that the song causes to the artist or to the audience as a result of the expressions. I would also like to use a location that suits the type of song i chose for my music video like Flo-Rida did with his dance song within the club setting. Additionally i would like to use technically effective editing shots as i feel they will be useful when trying to show the conventions of the genre of music video i will be using. I feel as these song will help me with my music video as they allow me to have an insight of what the professional artists use within their music videos to make them appeal to their target audience.

Research and analysis for a star Dyers theory

I chose Justin Bieber as the artists i would be looking at as he changed a lot during this lifetime of being an artist. The conventions, messages and values have changed fro his first song baby to his latest song beauty and a beat. In his first song he is quite shy and just smiles with to the girl, he is going for the boy next door look in order to win to win the girl over. In his latest song beauty and a beat he is more confident around the girls as he dances with them as is not afraid to go over to talk them like in his first video. The visual appearances of the songs are different also as he style has changed and his look has been adapted to the songs that he sings.

Goodwins theory can clearly be seen throughout Justin biebers music video baby. The first part of Goodwins theory that is covered in the music video is that it demonstrates genre characteristics, this is evident in the music video when he is acting like the boy door and he is on his own with a semi routine. A relationship between visuals and lyrics is the second point of Goodwins theory that is covered, this can be seen when he says "I'm losing you" and runs after the girl to try to win her after. Similar to the relationship between the lyrics and visuals, there is a relationship between the music and visuals, this is when Justin Bieber say "baby" and goes over to the girl to try to win her over. The forth point that Goodwin expects to be covered within a music video, the demand of label will makes the artists label. This is when the music video is based around Bieber, there is a lot of him solo singing and there are lot of mid shots during this. There is also a reference to the nation and a particular voyeunistic between the female body. He does this when by always looking at the girl trying to win her over and he also dances slowly to her. There is also a intertexual reference within the film as he is at bowling alley. The music video is based around performance which takes up about 70% of the video, narrative which is 20% and finally the concept which is about 10% of the video in my opinion.

The genre and conventions of Justin Bieber's first song baby are different to his newer songs as he was a boy, he has grown up a lot. The genre of the song is pop and he is looking to go for the boy next door look. As it follows the conventions of pop songs which are evident in the music video, such as he is wearing modern stylish clothing, the song is also about a relationship that he wants with a girl, which is also conventional of a pop song. In the song he just seems to want to have fun with his friends rather than being more serious like he is in his newer song such as beauty and a beat, he has dance moves although he is having a good time. In these screen shots below, the left screen shot shows Justin Biber having a good time with his friends in the song 'baby', whereas in the screen shot on the right he is dancing and the song is more serious although he is still having a good time.

                                 
The message and values of this song baby, it that it is typical of a young teenage boy to try to win over the girl, as he is trying to impress her and his friends during this bowling competition. It is sterotypical of a boy to try to impress the girl, as it is likely it is the first girl he will try to win over. The location of the music video is taking in a bowling alley, this relates to the age of the artists during this music video. The target audience for this music video would be the young age group and mainly girls as it would be expected that they will start to follow him for his music and good looks. This song follows the paradox 1 of Dyers theory as he is just an ordinary boy, but he has an extraordinary talent that can clearly been seen in this music video and through the song he has sung.

Throughout the second music video that I analysed Goodwins theory is covered again. As he is older in this music video his genre characteristics have changed, as he now dances closely to the girls relating to the song boyfriend. The relationship between the visuals and lyrics is evident when he sings" never let you go" and he holds onto the girl. The relationship between the music and visuals is also appealing to the audience throughout the music video, it can be seen when he says " if i was your boyfriend"  and then he stares and dances closely to the girl. There is a frequent reference to the nation and a particular voyeunistic between the female body when he dances closely to the girl , he puts his hands on her hips and dancing with a sexual referencing. Throughout the video there is often a intertexual reference as he is driving around in muscle cars and the people that he isn with have them cars as well. This music video as about 80% performance, 10% narrative and 10% for concept.

In Justin Biebers song boyfriend where is a older than what he was in his song baby, i can clearly see that there are changes in the conventions, however the genre is the same. The genre of the sing is still pop but the boy next door has disappeared as he is now addressing the women audience as he talking about how is will be a good boyfriend. He is more confident in this video and this is evident when he dances with the girl in this song rather than just smiling at her in his song baby. He also dances more in this song than his other song which shows he is performing more now than his old song. He dances with the people in the video that look like his friends in a group and he also dances near the girl which he never done before in his music videos, which shows he is more comfortable around girls and around the music industry in this song than before.          















The messages and values of this music video are very different to the messages and values of the music video baby. Justin Bieber is much older in this video and is he hanging out on the street. He is also driving a car which shows he is older and more mature than before when he was going for his girl next door look. He has also gone for a different approach with his style as he now has a new hair cut and he wears a leather jacket with sun-glasses, which represents that he wants to show is older. However, he is still hanging around with people on skateboards which shows he is around seventeen or eighteen. The target audience of this video will be similar to last music although he is older as he will still be appealing to the girl market and this is where most of his song sales will come from. Additionally, as the song is called boyfriend the girls will wish that he is there boyfriend therefore buying the song and album when one comes out. This song follows paradox two as he is being more rebellious standing on street corners with his friends which shows that he is still present but he has been absent as he has changed his style and looks older which shows that he has taken time out to change himself.












In the third and final video that he analysed the music video demonstrates the genre characteristics as he now dances with a group of girls and he rubs against Nicki Miniaj, this shows that he is taking a new approach to his music videos and this song. The relationship between the lyrics and visuals are different in this video to the others as they are in more detail, two examples that I found was when he says "body rock" and dances with Nicki Miniaj and he rubs against her body. The second point that was evident in this music video was when we says " we're gonna party like its 3012" and the shot goes onto a number of dances in the swimming pool. In addition, the relationship between the music and visuals is evident during the song when Bieber sings " when the music makes you move" and there are boys doing a street dance. There is also a reference to the demand of the label with the artists label as he is in the centre of the girls in the pool, he has the main attention. There is a reference to the nation and a particular voyeunistic between the female body also. This can be seen when he dances closely with Nicki Miniaj and she is not wear many clothes, she is in a princess like outfit. This music film has 80% performance, 10% narrative and 10% concept, much like his other videos

During the third video that I analysed 'beauty and a beat', he has a different approach to this video than any others that he previously done. He is now at a pool party which shows he has gone up in the way that he is shooting his videos. The genre has changed as it is more dance but there is still a pop concept within the video. This is evident as he dancing throughout his his video on every other scene. He is also filming it himself which shows he is taking the responsibility of filming his own video in places, he is not relying on other people to make his videos for him. He dances closely to a artist Nicki Miniaj, it shows that he is more confident in himself as he rubbing against her, he is changing his image as he has gone from a young boy next door look to a older more confident look, dancing closely with women.

The messages and values of  this clip differ a lot to the other songs that I analysed as he has tattoos and this video just looks like a big pool party. There is more dancing in this video with girls as he dances with groups in the pool and also dances with Nicki Maniaj. He is trying to promote a new image as his target audience would be growing with him there for he needs to keep up with the new styles. He has changed his image by adding Nicki Miniaj rapping and making his song more dance based within his music video. This video promotes the  a party look which would appeal to his teenage girls fan base as they are at the age where they will be attending parties, therefore he wants his music to be played there. The look of the video has a 'forget about your problems' look and just have fun and this is how he has changed his look. His target audience will still be girls but as he is getting older and his target audience are getting older he will have to adapt his music to make sure that he does not lose this audience. He has done this by adding the rapping in his film and by making it more dance based. This also follows paradox 2 as he is now dancing with a women sexually, with is more rebellious, he has additionally been absent as he has a number of tattoos that are visible which is going against traditional teenagers.

Dyers star theory:
Dyer explains that a common value of an artist is that they are rebellious. Bieber has done this by changing his image from a boy next door look to a more rebellious look, as he now has tattoos and he is dancing close to women, where as before he was just smiling and to get the girls attention in the baby video. In his boyfriend song he is more rebellious as he is now driving a car and he is hanging around with people on street corners, where in baby he was innocent as he was in a bowling alley. Justin Bieber uses media to make his music popular, he uses youtube you show how he is changing as a artist and how his image has changed. For  example in his music video beauty and a beat is he dancing alongside Nicki Manaj and in his baby song the girl is unknown and something that he likes. In his beauty and a beat song he is more sexual towards the artist, where is more innocent in his baby song. He uses twitter to show how he is changing by uploading and changing pictures of himself and the tweets that says to the public. at the start he is says that his music footage has been stolen therefore he had to release his music video early which shows his use of media. This has made him popular as he has changed his image to keep up with his target audience, he is giving them something new. In Dyers first paradox he explains how an artist should be ordinary and extraordinary for the consumer or audience. Bieber has done this in his music video baby as he is ordinary as he is at a bowling alley and he is wearing normal casual clothes such as jeans and converse with his friends. However, he is extraordinary as he has the singing talent for a young boy. Bieber uses the second paradox which is the star image be present and absent, Bieber has done this as he is present in his music videos but he is absent as he is designing his new look behind closed doors. This is how he is being rebellious, within changing his image throughout his music videos.