Statement of Intent

 

clearer version can be accessed here

Design progress

 Graphic Design progress :

for a better view > Design progress 

WEBSITE planning : flatplan

 Website Flatplan :

for a better view > Website flatplan 

PHOTOGRAPHY progress : concept reflection

 Edited and colour graded pictures (made in Photoshop)

To adhere to the 'dream' concept of my music video, I made sure to use natural lighting and add a slight haze when editing. I wanted the bright colours to reflect that of a utopia (hence why the costumes are white). The low contrast and high vibrancy pictures connote a dream-esque setting which is a predominant feature in my music video. The mise-en-scene further contributes to the overall 'natural' feel of the music video as I stated in my pitch

Raw pictures (unedited)

TEXTUAL ANALYSIS website : Jaden Smith

  Homepage

The main image on the website immediately established Jaden Smith as the artist. In terms of layout, the website seems to take on a minimalist, easily navigational approach. Notably, the colour scheme of the main image is complimentary to the rest of the website and his 'artist logo' at the top right; this creates a concrete house style of the website and perhaps tells us about the artist's personna

A range of merchandise is presented when you scroll down on the home page, again the colour scheme is complimentary of the overarching style that the site is going for. These pieces of merchandise promote, also, Jaden Smith's latest album release and would be very highly regarded by his fans. By having a saturated purple and blue colour palette, the artist is strengthening the concept of his latest release. 

Interestingly, some shots from the music video appear on the home page, accompanied by text at the bottom right which seems to be snippets from the video's screenplay. It outlines the artist's position, action and location. This will especially be appreciated by avid fans who can have this exclusive content only on the website. These shots in particular are close-ups of the star, as expected from a high label artist.

At the bottom of the homepage is all of his album releases along with some information about each one. These 'information cards' show clearly his achievements and previous releases. Once again, a consistent theme is present with the concepts, anchoring his artist personna very clearly, giving him an identifiable and original style. 

More of these information cards about his releases can be found on the 'MUSIC' page of the website 

A key convention of musician's website is the mailing list and further social media links. This allows the artist's fanbase to grow and offers exclusive content, deals and notifications to those who join the mailing list. 

Gallery page 

The gallery page on the website I found particularly interesting as it was home to many shots from behind the scenes of the music video. These pictures are candid shots taken during the shooting due to them being blurry and shot on a handheld camera. Nonetheless, the shots show the artist to be fun and happy, reflective of both his music and his brightly themed concept. Notably, all the models and people in the shots are wearing the official merchandise. This product placement simultaneously promotes the artist and their merchandise.

Genre-wise, the artist is a rapper, but this concept is unusual for this genre, being very childlike and colourful as opposed to the dark and serious tones as expected of rap. By challenging these premonitions, the artist is freely showing his creativity with a new and fresh look, perhaps even rebranding the genre altogether with his own significant style.  

Through analyzing this website in particular, I hope to embed some of the features into my own website and consider them whilst doing my flatplan. Elements that I liked included the overarching colour scheme that was synonymous with the album covers and merchandise, the 'infromation cards' of each release, and the behind the scenes snippets with an extract from the screenplay as a way of taking up space within the home page. 

TEXTUAL ANALYSIS 3 : Shoot me - Day6

  Link to music video Day 6 - Shoot me

- I chose this video in particular because it reflects the lyrics very well visually through the narrative that is simple to follow and takes place in a single setting

- I was mostly concerned about analyzing the relationship between the narrative (a couple in conflict at a diner) and the performance (of the band, singing lyrics that depict the narrative unfolding). 

In the presentation I state which sets were used, why they were used and how the visuals and editing represented the lyrics, adhering to Goodwin's propositions of music video conventions. 

 for a better view > case study 3 - shoot me by day6 

PITCH : Music Video

  Link to song choice Only in my dreams - The Marias

Includes : moodboard, shotlist, narrative, location list, themes, visual plans, camera movement, inspiration, artist persona 

for a better view : dreamgirl pitch 

TEST SHOTS and Reflection

 

Tuesday, June 29, 2021

TEST SHOTS and Reflection

 

1) I directed my model to have a pose that incorporates natural framing from her clothing. This allowed a focus on her facial features - further enhanced by her direct contact with the camera. I also asked her to have a natural, relaxed expression to make the shot look effortless  [Close-up shot]

Improvements : the lighting could be better with more of an emphasized contrast between the shadows and light. The cropping of the picture can also be improved by placing the model in the center of the framing. 

Edits made : Some of the edits I have made as seen in panel 2 is making the image warmer to highlight her beige scarf more as it's colour in the original shot seems dull and desaturated. This also made the light softer on her face rather than stark. Next I sharpened the image and inserted a tilt shift which blurred the lower and upper parts of the image to emphasize the model's face. Additionally, I amde adjustments to the shadows and highlights of the picture. I also included a black and white edit which provides a nice contrast of the dark skin of my model and her white clothing and framing. 

2) The next shot is when my model is more in-motion with her pose, her arms up in the air. This time, more of her outfit is revealed but I still coordinated to maintain the direct gaze and subtle natural framing. [mid-shot]

Improvements : Because this was an in-motion shot, the picture itself came out slightly blurry making the editing process a lot harder. In the future for these in-motion shots I should advise my model to move slower, keeping the in-motion posture whilst getting more of a clarifying shot. This shot also does not display her outfit in the best way. There is a lack of contrast and consistency in lighting which also needs to be touched up on.

Edits I made : As this shot was perhaps too blurry to be a main image, I converted it into an out of focus background which seemed to work better. In my edits, I included examples of how I can perhaps utilize this image as a background for adverts which I can have on my website. I included a Helvetica font and simple logo to create a minimalistic theme. 

What I have learnt : Through using advanced equipment such as the light sources, reflectors and plain backgrounds, I was able to become more experienced and confident in using the pieces after experimenting with them. 

TEXTUAL ANALYSIS 2 : the Body is a Blade - Japanese Breakfast

 Link to music video the body is a blade music video

- I have chosen this video in particular as a case study because of it's aesthetics, location and shots which are similar to the ideas I have in mind for my final product.

- From analyzing this video, I have developed a clearer understanding of how my video will look; as I will incorporate some of the mixed media elements into my video

for a better view > Case study two : the body is a blade - japanese breakfast 

TEXTUAL ANALYSIS 1 : Care-Beabadoobee

  Link to music video Care- Beabadoobee

- I have chosen this artist and their video for my case study mostly because of it's intertextual references and how well it reflects the genre ; indie, alternative rock 

- I also decided to look further into the artists social media personna and the marketing of the video across these platforms. It was interesting to see what makes up an engaging social media account with fans.

- This artist in particular does a great job in targetting it's audience through merchandise and social media

for a better view > Case study one care beabadoobee mv 

Analysing music videos

                 

Subterranean Homesick Blues music video here

Bob Dylan : Subterranean Homesick Blues (1965)

-          SUMMARY : Bob Dylan’s music video for 60s song ‘Subterranean Homesick Blues’ consists of a woman standing in what looks like a city backdrop. As the song progresses, the woman is seen to display the lyrics of the song alongside.

• Considered one of the first music videos incorporated with the lyrics
•  Fulfils Andrew Goodwin’s points for amplifying the relationship between the visuals and the lyrics.
• The single one take shot, combined with the mundane mis-en-scene arguably emphasizes the lyrics.

 

Know Me From music video here

Stormzy : Know me from

-          SUMMARY: With only a single cut, the music video is mostly a single cut featuring Stormzy performing and rapping to the camera with the assistance of different pictures and objects that are reflective of the lyrics.

• -          This can possibly be seen as a modern day adaptation of Bob Dylan’s 1960s music video, with more zeitgeist references to current pop culture and media.

o    Intertextuality, a key convention of music videos as proposed by Goodwin, is present in this music video with a scene cut from the British soap opera ‘Eastenders’. Fitting with the target demographic and interests of Stormzy fans, this intertextual reference can make audiences feel more fulfilled when understanding the reference, creating a sense of comedy in the mostly gritty music. It is also culturally reflective of Stormzy who is a British artist.

• -          This video clearly has a well-choreographed performance that makes the song have a more of an impact on audiences who will be astounded by this. Stormzy has had different actors directed to do new actions, sometimes changing costumes and wardrobe.
• -          The mis-en-scene is identifiable as a mundane council estate. Interestingly, despite Stormzy’s large popularity and ability to make a studio music video, he has purposely chose a low-budget music video set in a casual/ordinary place. Possibly because this fits with the generic conventions of grime music inheriting the causality of neighbourhoods in places such as South London which is not high-class. Another possibility could be that it is a display of Stormzy’s humility, wanting to ‘connect with his roots’ and pay tribute to the kind of place he grew up in. The fact that he included his mum in the video, also supports this point.

 

Thank U, Next music video here

Ariana Grande – Thank U, Next

-          Ariana Grande’s social-media-breaking music video is the greatest example of intertextuality The entirety of the video has references to iconic coming-of-age films, cliches and famous, recognisable figures. Early 2000 films such as Bring It On and Mean Girls and 90s classics such as Clueless, all have clear references in the music video. Grande made the great choice of also including recognisable cultural icons such as Kris Jenner and her co-stars from her hit tv show Victorious which would make fans and the target demographic very happy upon seeing their reunion.

o   Postmodernism and Irony are also explored in the music video such as when Ariana is performing the Jingle Bell scene from Mean Girls and Kris Jenner is filming extravagantly on a camcorder. Kris Jenner is a reality tv show icon who has had the most part of her life filmed. By having her be the one who is now filming is not only ironic but also humorous.

Andrew Goodwin, codes and conventions of music videos

 From a theoretical point of view, Andrew Goodwin's theory can help me to produce a video that adheres to the key ideas that are perceived by music videos. In following this framework, I will not only be more educated on the purpose of different aspects of music videos but also consider more creative ideas.

Andrew Goodwin : 7 key ideas to identify 

1) Music videos demonstrate genre characteristics (E.g. Stage performances in metal videos, dance routines for boy/girl groups)

2) There is a relationship between the lyrics and the visuals (Either  illustrative, amplifying or contradicting)

3) There is a relationship between the music and the visuals (Either illustrative, amplifying or contradicting)

4) The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style)

5) There are frequent references to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic (sexual) treatment of the female body

6) There is often intertextual references (to films, TV programmes, other music videos, etc)

7) Whether the video is primarily performance-based or concept-based and how an element of each is used in it

INDUSTRY context : Universal Music Group

 Universal Music Group (UMG) is a leading music corporation with a dominating global presence due to it’s offices being in 72 countries.

-          As it is a major record label, it’s main ethos is arguably more focused on money than the actual artist.

-          This also means that it has more sources of income than independent record labels, enabling them to support multiple artists.

-          Being a global conglomerate means that they have access to a global market and global audiences.

Distribution:

-          Digitally: streaming platforms (Spotify, iTunes), preferring one track over full albums

-          Physically : CDs and vinyls with stocklists including GAME and HMV

-          Merchandise

-          Produced ‘Shaun of the Dead’ and produced it’s soundtrack

-          Some of it’s artists feature on games such as Guitar Hero.

Promotion:

-          Found that social media is the best way for promoting artists – YouTube, Facebook, Instagram

UMG is a co-developer of VEVO, alongside Google and Sony- an example of cross media convergence.

            CROSS MEDIA CONVERGENCE = when media products are promoted across other platforms such as social media. It may be that many different types of media products are produced and distributed.

Ownership : UMG is mostly owned by the French media corporation Vivendi but it is based in the US

 

^How UMG define themselves- found on their website

 

Artists that are signed to Universal Music Group include : Lady Gaga, The Jonas Brothers, Taylor Swift, Amy Winehouse and Shawn Mendes.

INDUSTRY research : contemporary context of music videos

   CONTEMPORARY CONTEXT  

Who are the major players in this industry?  

Major record labels are usually owned by Multinational media conglomerates (MNC; these are large and powerful businesses that sell products or services in different countries). The major labels are known as the ‘Big Four’: 

• EMI 

• Sony BMG  

• Universal Music Group 

• Warner Music Group 

Other labels are called independents. Sometimes large conglomerates create subsidiary which are smaller companies that will be considered as ‘independent’.  

 

 

How do companies finance, distribute and exchange their products? 

FINANCE – Companies first starting can get financing from start-up loans, art grants, sponsorships or crowd funding. Once established, record labels would usually make money from artists’ release cycle where they gain profit from sales or marketing (EG merchandise). 

• Artists who are signed to a record label will have their music video financed by them. Major record labels usually invest 20% of the total amount into promotion whilst independent labels may only invest 10%.  

DISTRIBUTION – Music videos can be distributed easily through different social platforms such as YouTube or can be distributed by an official company such as Vevo, Apple music of Tidal. Music in general can be distributed by the record label and a distributor agreeing to a contract which allows the distributor to have rights to the products. However, the music industry has been ehavily impacted with the introduction of downloading and easily accessible platforms which differ from the before-used cassettes, CDs and physical albums. Platforms such as Spotify and iTunes have warped the structure of music distribution and revenue.  

 

How do audiences access these products? 

Audiences can access music videos from many sites such as YouTube and Vimeo. Successful music videos, however, also incorporate other mediums to increase the exposure and engagements audiences have with the music video release. This can take the form of social media (Instagram, Twitter etc) promotion, countdowns to the release, pre-release pictures/teasers etc. Music videos are easily accessible and usually free viewing as well as having features that allow audiences to directly interact with the content: such as likes, comments and sharing.