Goodwin's theory will be applied in my music video, this will be shown in areas such as: genre conventions, as my track is within the rock genre I will have genre conventions such as live music, anti-establishment ideologies and rebellious behaviour. As well as this, another aspect of Goodwin's theory that I am going to use in my music video is rhythmic editing, as it will build up anticipation and to add to the pace.
Boy 1: T-Shirt, tracksuit bottoms, zip up hoodie and trainers
Boy 2: T-Shirt, tracksuit bottoms, zip up hoodie and trainers
Lighting
In the narrative sequences, the lighting will be natural as most of the locations I am filming in will be outside, therefore to enhance the light I will use reflectors, and to ensure that the shots aren't underexposed I will use the histogram on my camera to enhance the exposure which will increase the quality of the shots.
In the performance sequences, I am planning on filming in the Pit, which is a drama room in my school, they have professional lighting in there which I will use to create a more professional appearance and to enhance the atmosphere.
Star appeal will be important to my target audience as the genre of the track I have chosen is Rock therefore the artist will be being presented as a star through some of the aspects of Dyer's theory as one of the reasons that a star is a star is because they are presented as talented to the audience, this creates something that the audience can idolise and look up to. I plan to present star appeal to the audience through many techniques. This includes through having a live performance portraying talent to the audience as well as having a variety of close-up shots and camera movement to keep the sequences interesting.
Genre Appeal
The genre appeal will come from a variety of conventional aspects that I will bring into my music video. As the track is considered to be in the genre of alternative/indie rock, I will be tying in anti establishment ideologies as the two boys will steal from a shop and rebellious behavior as they are young teenagers running away from home. This will present a representation that the target audience can associate with therefore creating an appeal with the genre.
Representations
The main representation in my music video will be of rebellious youth and anti materialism as the two children will be running away to try and live more minimalist life, creating the ideology that friendship overcomes all and that it is what is most important. This representation will appeal to the target audience as it is a theme that is associated with the rock genre therefore the conventions will be something that the audience can relate to in some way.
Fans of similar music/artists/bands
My target audience will be interested in similar artists/bands being: Alt J, The 1975, Wolf Alice, The Kooks, Foals and Arctic Monkeys. Generally interested in bands of the Rock/Indie rock genre as they all portray similar ideologies in their music videos and consist a similar style.
Demographic profiling
My target audience will typically be of working/middle class backgrounds as the ideologies present and settings in my music video are locations and aspects that my target audience can relate to and have a connection with. They will generally have a lower amount of disposable income and won't be materialistic.
Psycho-graphic profiling
The target audience for my music video will be interested in a variety of things, such as Youtube, technology, socialising, friends and family. My main theme in my music video is friendship therefore the target audience should have a connection to this.
Over summer I worked at a summer camp in America, while I was there I worked on a music video as preparation for this years course-work, on the trip I went to New York City and shot some short clips in the style of a music video. This taught me a lot as it allowed me to learn about the different aspects of making a music video in groups and how to get good shots. Therefore the information I learned over summer I am going to put into use in my music video. Since I wasn't using a tripod, all of the shots I took were hand held, which is evident as there is a lot of shakiness in the shots, therefore when filming my music video I will make sure to use a tripod to prevent the shots from coming out shaky and appearing unprofessional. I also learned that when pulling focus it will be important to use a tripod as the shot will appear even less stable and it is harder to keep the level of focus consistent when pulling it without a tripod as shown at 1:18.
Richard Dyer believes stars to be a constructed artificial image made purposely for financial gain and that stars are both 'ordinary and extraordinary'. Stars are presented to the audience as being normal however they have something different about them that makes audiences idolise them, this could be their talent, their beauty, their confidence and so on. Dyer believes that stars are manufactured to be brands, becoming household names and selling a large range of products from a variety of platforms such as merchandise and so on.
Josef Salvat
Josef Salvats early music videos present his star image through a variety of techniques. In his first music video for 'This Life', star image is shown through multiple close-up shots of Josef throughout. This suggests his importance as he is the focal point of the music video.
In Josef's early music videos, such as This Life and Hustler, his star image is presented through live performance and close-up shots, suggesting that the music is what is important, however there is a strong narrative to most of his early music videos also which suggests he is trying to send a message to the audience in his music videos making them think, such as in Hustler the message isn't clear and it is up for interpretation which creates a different experience for the audience when watching his music videos.
Salvat's star image has developed through each of his music videos, he is always playing a character such as in his music video for Open Season and Hustler, he is playing a role. As well as him playing a role, he is also performing in his music videos as in every single one he lip syncs. Josef is sold as a star to the audience through a variety of methods, such as close up shots in This Life and Hustler. This suggests his importance to the audience as it makes him the focal point of the piece whilst using direct mode of address to break the fourth wall creating a more personal experience for the audience. Salvat is often clothed in formal wear such as a suit and tie, presenting him as being powerful and important and also suggesting wealth, however he is only dressed like this on the performance side of the music video when he is lip syncing, however in the narrative portion he is often clothed in more casual wear such as a t-shirt denim jacket and dark jeans, which is shown in Josef's music video Till I Found you. I believe that Dyers theory comes into play here as although in his performance he is presented through his talent and beauty, he is also presented as normal and having problems like the rest of us in the narratives of his music videos therefore 'presenting him as being normal while they have something different about them'.
Laura Mulvey's theory -The male gaze (audiences view characters from the perspective of a heterosexual male) -Women sexualised and portrayed as objects -Women are there as visual pleasure The music video for Applause by Lady Gaga supports Mulvey's theory In Lily Allen's music video for Hard Out Here, she makes fun of the gender roles in music videos of females. The girls are clothed in variations of black leather leotards and bralets and bikini style pants. Since they are wearing minimal clothing, they are conforming to the gender roles used in music videos of being sexualised and objectified. The cinematography used, exaggerates the gender roles as close up shots of the females pelvic areas and breasts are used to present the females in a sexual light. On top of this, props are used such as money and a champagne bottle in a similar way as one of the women is stuffing money in the other womans bra and another woman is pouring the champaign on herself as well as someone elses bottom which is used to exaggerate how women are sexualised in music videos. This music video is making a statement about how women are there as visual objects for males an example of this is at 1:48 as the director of the video shows Lily what she is supposed to do with the banana and how the banana is used to portray a sexual act therefore sexualising the female artist for the heterosexual male gaze.
Goodwin's Theory
Andrew Goodwin's theory
- Music videos demonstrate genre characteristics
- Relationship between the lyrics and the visuals
- Relationship between the music and the visuals
- Star image
- Voyeurism
- Intertextual references In the 1975's music video for Sex, the video portrays the genre characteristics of a rock music video. One of the key characteristics of rock music videos is live performance, as the idea that the music is what is important and is what should be focused on rather than a dramatic narrative or a glamorous setting, they focus on the realism of the band.
Judith Butlers theory
-"There is no gender identity behind the expressions of gender; identity is performatively constituted by the very 'expressions' that are said to be its results.' (Gender is a performance not who you are)
In Lady Gaga's music video for the song Applause, the theory that gender is performed is shown. The costume is used to suggest her femininity as she is often clothed in a bra and a bikini pant, therefore sexualising her whilst presenting her feminine qualities. The performance of the music video also suggests that gender is performed as her movements and facial expressions are stereotypically considered feminine.
Stuart Hall's theory
-Dominant reading (Where the audience fully accepts the preferred reading)
-The negotiated reading (where the audience partly agrees and partly modifies their own reading)
-The oppositional reading (The reading that wasn't intended by the creator, when the audiences 'social position' makes them have the opposite response to the dominant reading.
The track I have chosen for my music video is Renegades by X Ambassadors, the track is within the rock genre. Therefore the genre conventions I'm going to carry through to my music video is anti-establishment rebellious behaviour which will be shown in the narrative as well as live performance as this is conventional to the genre.
I chose the track because the lyrics are about outcasts and rebelling in which I am going to have a scene where the children/young teenagers steal sweets from a corner shop, to show rebellious behaviour. The plot of my music video is two best friends running away together stealing sweets and food for their first night on the streets. The live performance will be separate from the narrative, therefore I will distinguish between the two through the lighting and colour correction to make it obvious. As well as this, in the live performance I will use close up shots and direct mode of address to break the fourth wall and to establish star image. Star image will be presented in a variety of ways as the performer will play a large part despite them not being in the narrative they are more the narrater of the story therefore there will be lip-syncing shots and a variety of close up shots to show the performer. As well as this, the artist will be performing which suits the rock portion of my target audience.
The costumes and props I will use to create a more relatable character for the audience as they will be dressed in casual clothing such as hoodies, tracksuit bottoms to create realism.
Voyeurism is present in Miley Cyrus' music video for Adore You, and is presented to the audience through the mise-en-scene and the cinematography. Miley is clothed in a nude bra and nude underwear, this is suggestive to the audience and supports Laura Mulvey's theory being that women are there to be looked at and objectified. Close-up shots such as at 1:02 showing Miley stroking her stomach is very sexually suggestive to the audience supporting Mulvey's theory, and at 1:33 a close up shot of her chest with her hand on her breast is also used to be sexualize the artist which is enhanced through direct mode of address as she is constantly looking at the camera such as at 2:01 which is used to break the fourth wall. Close-up shots are used throughout the music video to present voyeurism such as at 2:17 a shot of Miley putting her hand in her underwear and then cuts to a close-up shot of her putting her fingers in her mouth is purely used for sexualization and for the visual pleasure of the audience as Mulvey's theory suggests. A high angle medium shot is used at 2:31, which shows Miley to be naked with her hands covering her breasts and a close up shot at 2:47 of her lower body which is also being used for the visual pleasure of the audience and objectifying her as a sexual object. The prop of the video camera is used to make it seem as if Miley is filming her self which is used to create a more personal experience for the audience, this is shown at 4:35 and at 0:24.
Nikki Minaj - Anaconda
In Nikki Minaj's music video for Anaconda, a large amount of voyeurism is present supporting Mulveys theory that women are there to be looked at. This is presented to the audience in a variety of ways, through the cinematography and the mise-en-scene. At 0:29, a close-up shot of Nikki's bottom is used and at 0:23 a shot of Nikki on the floor looking at the camera whilst doing sexually suggestive movements is used for visual pleasure, supporting Mulvey's theory that the camera 'lingers on the curves of the female body' and that media texts are presented to be viewed by the perspective of a heterosexual male. This is presented throughout the music video as all of the females are dressed in very minimal clothing, almost looking like underwear while the male character at 3:30 is fully dressed and sat on a chair whilst Nikki Minaj is crawling on the floor and being sexually promiscuous.
Hustler by Josef Salvat has influenced my music video in many ways one being the use of technical codes. The lighting throughout the music video is very interesting, for example at 0:21 coloured lights are used to create an atmosphere for the audience. This is something I would like to do in my music video as it not only helps to emphasize the mood, but it helps the audience to distinguish between the narrative and the performance which is extremely important. As well as lighting, the use of cinematography is another technique that has influenced my music video. There is a large number of close-up shots shown in the music video creating a professional appearance whilst showing important aspects of the performance such as emotion, the close up shots are also used to show the artist while he is lip syncing creating a sense of star image at he is being presented as important.
As well as the technical codes influencing my ideas, the narrative has also had an impact on my music video. The narrative of the music video is very strong and begins almost like a film as the music doesn't start until 30 seconds in and a voice over is used over the top of multiple shots to create a story. I really like this technique as it creates a different and more personal experience for the audience while watching the music video as they can follow onto a narrative.
All in all the technical codes and narrative and performance have had a huge influence over my ideas for my music video, through the different techniques presented throughout the video.
Hayley Kiyoko - Girls Like Girls
The editing and the cinematography in this music video has influenced my ideas. The camera movement in the music video is captivating as the camera is almost never static which keeps the audience following along. The shot at 0:13 of the wheel of the bike panning up to her face is an interesting shot that I would like to attempt to do in my music video. I like the colour correction in the music video as the colours appear a little de-saturated with golden and warm tones which creates an atmosphere for the audience and is aesthetically pleasing to the eye. Another technique used that has inspired me is that the camera is almost constantly moving, which is endearing for the audience and helps to follow the narrative, this is shown at 1:21 and at 0:04. The editing has also had an influence over my ideas, I like how they have written the title of the song and the font that they have chosen is conventional to the genre as it is casual and fun, this is shown at 0:13. Although the music video isn't within the official genre of the track (being rock and pop), I feel that my chosen track would appeal to the indie audience as well and therefore I want to tie in some conventions of the genre. The lighting in the music video is another technique that has influenced my idea such as at 4:23 the lighting creates streams of light which looks nice.
Wilkinson- Afterglow
The technical codes in this music video have also had an influence on my ideas. The editing in the music video is very interesting as they have written on each shot something different for example the first shot introducing the characters has written: "This is Paul and Dana" and "They have been dating for 5 years". I like this as it makes the narrative interesting and gives the audience an insight into their lives.
Seafret - Oceans
The technical codes in this music video has had an impact on my idea. The use of diegetic sound is very interesting in the music video as there is dialogue with the track over the top which I think helps to create a transition between the track and the narrative. The locations in the music video are locations that are accessible to anyone which creates a sense of realism for the audience which ties it into the narrative and enables the audience to feel empathetic towards the character and to have an emotional connection with the narrative which I think is important. I like the link between the music and the visuals such as at 0:25 as she opens her eyes and the music comes in which creates an emotional effect.
Star image is presented in a variety of ways in Beyonce's music video for Love on top. One of the techniques used to show her star quality is mode of address as at 0:23 and throughout the video a variety of close up shots are used in which she is looking directly at the camera breaking the fourth wall and showing her star image as she is making eye contact with the audience creating a more personal experience.
The mise-en-scene in the music video is also being used to present star image as costume presents her as being important. At 0:10, Beyonce is wearing a black leotard with what appears to be a captains hat with silver and gold detailing and embellishments, where the other dancers are dressed in jogging bottoms and T-shirts. This presents her as being important as her costume is used to her stand out from the other people in the music video.
The high key lighting at 1:44 is positioned behind Beyonce, which creates a beam of light behind her making Beyonce appear angelic and goddess like to the audience enhancing her star image. Beyonce is sporting a gold blazer with a black collar and gold trousers. The costume and the lighting in this shot is used to present her as being a star and to make the audience idolize her as she appears to be glamorous and beautiful.
Britney Spears - Work B**ch
Star image in Britney Spears' music video for Work B**ch presents star image in a variety of ways such as the mise-en-scene and the cinematography. Britney's costumes are used to show her as being glamorous as well as sexualising her, for example at 0:21 she is dressed in glittery shorts with a bra it and a glittery cardigan. The sequins and embellishments are used to present her as glamorous and the minimal amount of clothing that she is wearing is to sexualise her supporting Mulvey's theory that media texts are produced for a male heterosexuals viewing, therefore her costume is being used for visual pleasure. The props shown in the music video are used to represent wealth and success such as at 0:04 a long shot is used to show Britney Spears sat down looking in a mirror with lights around the edge, this is a prop that the audience associates with fame and luxury which presents Britney as being a star. As well as this there are many other props that the audience associate with wealth and glamour such as the Lamborghini such as at 1:23, this is to create Britney's star image.
One of the common themes in rap music is starting from the bottom and building yourself up to achieve success. The miss-en-scene at the opening of the music video is used to suggest this ideology to the audience through location. At 0:01, 0:03, 0:05 and 0:07 long shots are used to establish the scene and present this ideology. At 0:01 the building appears to be run down with graffiti on the side, giving the impression it is a lower-working class area which the majority of the audience will be able to identify with. The colour correction enhances the representation; the colours are de-saturated, giving a muted, almost subdued effect, which establishes a connection with the audience. This suggests that it doesn't matter what background you come from, you can rise above it to achieve success which ties into the American dream as the idea that from working hard you can achieve success is present in the music video.
The wealth and prosperity that come with success are well presented through the mise-en-scene. The costumes and props are used to portray this; a variety of close-up shots are used which show expensive jewellery, wrist wear and hats. The men are all sporting brightly coloured smart suits and designer sunglasses, which suggests a rich and luxurious lifestyle. The colours are no longer de-saturated, giving a more vibrant, optimistic feel. The gesture codes suggest pride and power; at 0:22 the shot shows the man with his hand on his hip and at 0:38 his hands are behind his back, showing off the gold piece of jewellery. This connects to the ideology of starting from the bottom and rising up, suggesting it is achievable as people have previously done this. This idea is then confirmed at 0:33 as the sequence of shots flicks back from the run down location to a shot of Snoop Dogg. The fact that Snoop Dogg is on screen creates a more personal feel for the audience as they can relate to him as a real person who has achieved success. This adds a sense of realism as it shows it has been done before.
Cars are another key piece of iconography used in the music video. At 0:50 a long shot showing the four men leaning against a pink limo is used represent wealth and success, and at 0:52 a close up shot of a spinning tyre is used to enhance that representation, adding a feeling of energy and excitement. The contrast between this and the static, old cars used in the opening scene is clear. This could be read by the audience as materialistic as the audience may criticise the lifestyle and spending large amounts of money on material objects.
Pink- Raise Your Glass (Pop)
The mise-en-scene in Pink’s 'Raise Your Glass' music video is used to present the ideology of not conforming and being anti-establishment. An example of this is the medium/close up shot at 0:07, as the female character is sporting a grey shirt with a red bandanna, using the inter-textual reference of Rosie the Riveter. This suggests that women can be strong, not just beautiful, which is stereotypically the pop genre ideology. Pink's gesture codes suggest masculinity and strength in the way she is flexing her arm. As well as this she has tattoos which are also stereo-typically masculine and tough looking, juxtaposed by her make-up, including red lipstick, which depicts her femininity and beauty.
Props are also used to show the ideology of what beauty really is. At 0:03 cardboard cutouts of the two girls are used to show that what is stereo-typically beautiful and normal doesn’t matter because it is what is on the inside that counts. Similarly, at 0:26 two men are kissing at what appears to be a wedding, which isn’t stereo-typically known as the ‘norm’ but should be accepted because it is okay to be different.
The editing in the music video is also used to present the ideology of being yourself and not worrying what other people think. An example of this is at 1:35 when a variety of different people’s faces are merged on top of each other. This is used to suggest that everyone is different and unique, which is a positive thing.
The cinematography in the music video is also used to enhance the ideology of being different and rebelling against what is popularly thought of as being acceptable. A variety of medium/close up shots are used to show a diverse set of people, such as the girl at 0:38 and the boy at 0:45. The shot of the boy shows him left of center of the frame, sharply in focus with the people in the background out of focus. This enables the audience to focus on his emotions, clearly evident in the close up shot, and the direct mode of address creates a more personal experience for the audience as it breaks the fourth wall.
Although Pink's music is within the pop genre, the ideologies found within the music video derive from the rock genre, as being unique and not conforming is something that the rock audience values. Despite this, the music video is still accessible to a wide audience as Pink is presenting ideologies and beliefs that most people hold; being yourself and feeling comfortable in your own skin is important to a wide variety of people. Additionally, enabling the audience to see and understand what the people are going through in the video, such as the girl sat next to the cardboard cut outs of the stereo-typically beautiful girls, shows the audience that being beautiful on the outside isn’t everything. All in all the ideologies shown in the music video include: anti-establishment, non-conformity, and challenges to the stereotypical perceptions of what beauty really is, what's on the inside is more important than outside appearance.
Nirvana - Smells Like Teen Spirit (Rock)
One of the genre conventions present in the music video is that the music is what is important. This is shown in a
variety of ways through the cinematography, for example at 0:01 there is a
close up panning shot showing peoples feet and legs tapping to the beat of the
music. Also, the main focus of the video is the band itself, shown playing live via a
variety of close-up, medium and long shots, for example at 0:16 there is
a long shot showing the drummer and the guitarist. This portrays the idea that
the music is what is most important as they are playing live music throughout the video.
One of the ideologies of rock music present in the music video is being anti-establishment, which is shown through
the mise-en-scene. At 0:08 a medium long shot shows cheer leaders
in cheer-leading outfits with their pom poms. However they aren’t wearing the usual
cheer leading outfits as they are dressed all in black, which suggests rebellion
and anti-establishment. The band's costumes are also anti-establishment as they
all appear scruffily dressed in baggy jeans and tops with long
messy hair, giving the impression they don’t care what people
think.
The location also
presents this ideology as they appear to be in a high school gym which is an alien environment in the sense that school represents the establishment and the band represents anti-establishment, The lighting
throughout the music video is very low key with yellow undertones which adds to
the sense of rebellion as it's not the norm. At 1:07 there is a medium shot showing the crowd
dancing and head banging which is something you would generally see at a rock
concert. At 2:38 there is a long shot showing people dancing, panning to uncover
a fire which adds to the rebellious ideology of rock music, fire being a symbol of destruction. At 2:46 there is a
medium shot showing crowd's head banging and dancing appearing to be
escalating out of control which continues throughout the rest of the music video. Once again, this is something the audience will relate to as they may have experienced this at rock concerts. At 3:52 there is a long shot
showing the crowd dancing and someone hanging from the basketball hoop which
presents the ideology of being rebellious and anti-establishment.
Glad You Came - The Wanted
The music video for Glad You Came by The Wanted holds many of the genre conventions of Pop music videos. Goodwin's theory suggests that rhythmic cutting is conventional to the pop genre and is shown at 0:19 all the way through to 0:34, which is used to create a more upbeat atmosphere for the audience. The lyrics and visuals match such as at 1:52 the lyrics are "and i'll take you by the hand" and the band member reaches for a girls hand, this is used as it will appeal to the target audience and is something that is conventional to the genre of music.
