Task Three #3:
This video is creative and new, as the whole of it is in reverse, meaning the narrative starts at the end, and finishes at the beginning; something that hasn't truly been explored before in many other well known videos. The videos explores the theme of domestic violence.
The lack of artist or band in the video is common in indie or alternative music, as they prefer to demonstrate an event or story, more than perform their song for a video. The video's narrative has amplified the lyrics 'She may contain the urge to run away, but hold her down with soggy clothes and breezeblocks' as the story shows a man in a struggle with a woman, leading to him killing her using the method from the song.
Various different camera angles are used due to the movement of the video; no-one is ever really standing still. Low lighting has been used to portray the violent and depressing tone that the video aims to show.
Task Four #3:
Why did you choose the text you are analysing?
The video is different and interesting to watch. Every time I watch it I notice things I didn't before and it's also interesting trying to piece it all together, and switch the video round in your mind to work out the reason behind the murder.
In what context did you encounter it?
I liked the song, then watched the video on YouTube not really knowing what to expect
What influence do you think this context might have had on your interpretation of the text?
I watched the video with an open mind, as it was the first time I had seen it; I don't think it really influenced my thoughts, as I decided for myself whether I liked it or not
Which conventions of the genre do you recognize in the text?
-Narrative without an artist singing
-Theme portrayed and explored
-Casual clothing, nothing over the top
-Continuity editing
To what extent does this text stretch the conventions of it's genre?
It's a heavy and serious subject that contrasts with the more light-hearted and fun themes in other music videos, and because the topic portrayed is very real and gritty, it's not so much as an Indie music video, it's deeper than the superficial, manufactured bands in the pop industry.
Where and why does the text depart from the conventions of it's genre?
One of the conventions rarely even thought about is the fact the footage usually plays in the usual start to finish way, yet this video is unique and has reversed all of the shots; bottles that start broken end up whole, and people who begin the video dead, come back to life.
What sort of audience did you feel the video was aimed at (how typical was this of the genre/style of music?)
Because the band weren't that well known when this song was released, they probably wanted to do their own thing, so they could make a name for themselves. The director of this video was Ellis Bahl, and so fans of his work would have checked this video out. I don't really know who the intended audience is, as it's not a stereotypical video and it's unlike others in the genre of music. I'd say the music was aimed at teenagers/early 20's, however it may appeal to other age groups, therefore the video appeals to the people who like the music
What sort of person does it assume you are?
Depending on how you react to the video, it can either mean you enjoy watching violent things or you understand the horrors of violent deaths and domestic abuse.
What assumptions seem to be made about your class, age, gender and ethnicity?
Because the woman can be seen as the victims in this video, assumptions could have been made that females are the weaker gender, but that we should also feel sorry for the women and victims things like this have happened to
What interests does it assume you have?
I can't say it does assume we have interests in anything, as the video is unlike most peoples normal life, and can't really sum up an age group as a whole, or things that define people such as teenagers
What relevance does the text actually have for you?
It doesn't really hold any relevance to me. The clothes used and the setting are similar to every day life and the type of things I wear and have in my house. As a media student I can appreciate the work and effort that it must have taken the producers and camera men, and I think the editing technique is innovative and something I can attempt in my music video
What knowledge does it take for granted?
The video has taken advantage of the need to be eye-catching, introducing an interesting editing technique that makes the viewer think about the action and then stays with them for a while
To what extent do you resemble the ideal reader that the video seeks to position you as?
I'm a fan of the song and a few others of Alt-J, so the fact I like their music makes me the intended audience, however I don't think there is a specific audience for the video, except their fans
Are there any notable shifts in the video's style?
The video is consistent the whole way through, therefore there are no shifts in the style
What responses does the video seem to expect from you?
I think the response that's most common would be shock, due to the fact the music video portrays a murder, however the audience may also be intrigued due to the nature behind the murder, and who is the true victim
How open to negotiation is your response (are you invited, instructed or coerced to respond in particular ways?)
It is thought that the dead woman found out the man she was seeing was married, so in spite she ties the wife up and attacks her lover, causing her to die because of his act of either anger or self defence. This is meant to provoke a shocked reaction from the audience at how cruel and disturbing the male character is. Thinking this is more of an instruction, due to the fact that if you root for the killer who isn't even an anti-hero, and is just a disturbing, cheating character, this makes you a slightly disturbed person yourself, in the eyes of society.
Is there any penalty for not responding in the expected ways?
You might be seen as a horrible or disturbed person, because of the violent nature of the video
To what extent do you find yourself reading against the grain of the text and genre?
I only see the brutality and violence of the video, but I still enjoy watching it for the unusual reverse footage and working out the motives behind the characters; it's almost like a small crime thriller
How typical do you think this video is of Music videos?
Because the lyrics are amplified through the use of visual characters and movements, it's typical of a variety of music videos. However the theme and reversed footage is something different and that not many other people have explored in depth, and the violence of the video makes a change from the parties and light-hearted singers having fun in their own video
Showing posts with label Music Video Introduction. Show all posts
Showing posts with label Music Video Introduction. Show all posts
Saturday, 10 August 2013
Friday, 9 August 2013
Icona Pop - I Love it (Extended Analysis)
Task Three #2:
Before the song even starts, "Icona Pop - I love it" is displayed and a quirky introduction of the singers has been recorded. Upbeat dance songs often have small introductions before the video starts, as it sets the video up and makes it more of a bigger event. Dance songs such as this one and their videos often feature parties and DJ's, as that's the scene the artists aim for, and the target audience that would often be involved in parties. The outfits worn outside are unusual due to the flowing ribbons, however this has been done for effect, not for a fashion purpose. The outfits worn indoors are stereotypical and conventional party outfits, such as black dresses, shorts, t-shirts etc.
The editing of the song ties in with the beat, and this makes for a more "dancey" feel, as people move to the beat of the song naturally. Mirror and tiled effects have been used to create a modern and techno influence, as straight forward editing is too simple and not as exciting as using different techniques. I am interested in using some of the mirror and tiled techniques in my video, as i think it looks effective and innovative. Light dots/leaks are also used and move around the shot in time with the beat.
The video can be classed as an illustrative video, due to the fact the duo are singing along to the song. There are elements of narrative in the video, as various shots are used of them on tour, going into bedrooms and in the streets. Halfway through the video the lyrics flash up on the screen, and this is used as an amplification tool.
Several different camera shots have been used, and when Icona Pop are singing along, close ups and mid shots are used to display the fact they're singing along clearly. Shots are also blurred and hard to distinguish, adding to the feel of the video, and also adapting conventions to create a more modern and enjoyable video.
There are no intertextual references included in the video, as any drinks, food or CD's used have no labels. There are also no other songs or artists mentioned in the video or song, at the end of the video the words 'film by Fredrik Etoall' are shown.
Task Four #2:
Why did you choose the text you are analysing?
The song has recently become very popular, and is universally known. I enjoy the editing styles and think it's quirky and enjoyable to watch, and have taken ideas from it that I can possibly use for my music video.
In what context did you encounter it?
I first saw the video when watching the top 10 video charts on VIVA
What influence do you think this context might have had on your interpretations of the text?
I heard the song around a year ago and liked it ever since, and I think because I liked the song I was expected to like the video, which I did. The fact it was in the top 10 charts for music videos also gives the impression everyone else thinks it's good, causing me also to think it's good.
Which conventions of the genre do you recognise in the text?
-Parties
-Dancing
-DJ's
-Laughing and having fun with your friends
-Swearing
-Low lighting, neon lights
-Conventional outfits
To what extent does this text stretch the conventions of it's genre?
The video and song are very similar to other club songs with this style of beat and lyrics, as it features dance scenes and parties, therefore it doesn't really stretch conventions as a whole. However there are smaller shots that are unusual such as the lyrics flashing up on screen, using a variety of texts and layouts, as this isn't normally done in this way. The outside scenes are different also as outfits and shots like these aren't as common as the party scenes.
Where and why does the text depart from the conventions of the genre?
See answer above. It has developed conventions in this way to entertain the audience and appeal in a way that means the video can be watched many times and not get too boring,
What sort of audience did you feel that the video was aimed at, and how typical was this of the genre/style of music?
I think the song is aimed at teenagers/early 20's as it appeals to the party scene, and these are the ages most known for partying and having fun. It's typical of pop music to assume it's for a party purpose, as most parties play mainstream well known songs so that everyone has something they know to dance along to.
What sort of person does it assume you are?
Fun, likes to party, 'I don't care, I love it'; implies they do what they want etc.
What assumptions seem to be made about your class, age, gender, ethnicity?
After watching this video people will think teenagers only care about having fun and going to parties, which can be true but not in every case. This video seems to portray people of a middle class, as posher, upper class people aren't portrayed as partying all the time and getting drunk, due to being respectable and richer.
What interests does it assume you have?
Partying, drinking, having fun, dancing.
What relevance does the text actually have for you?
I think it's a bit of fun and it's enjoyable to listen to. I don't think it's to be taken literally or seriously, it's just a song created for the party scene, as it's something people can enjoy listening and dancing to.
What knowledge does it take for granted?
People are always spending money on going clubbing or partying, and they know that they need upbeat and fun songs to dance to, which is exactly what this song is - It's appealed to the target audience using pre-conceived conventions and ideas.
To what extent do you resemble the ideal reader that the video seeks to position you as?
When this song comes on I always sing along and dance a little, it's entertaining at parties as everyone knows it and it's easy to dance to.
Are there any notable shifts in the videos style?
There is a contrast between the party scene, the outside dancing/singing, and the narrative involving car journeys, bedroom, writing on walls etc.
What responses does the video seem to expect from you?
It means to make the audience dance and sing along, be happy, enjoy themselves etc.
How open to negotiation is your response (are you invited, instructed, coerced?)
I think the audience is mostly coerced into feeling happy and singing along, due to the fact the song is catchy and upbeat. However, I know of people who don't like the song, so there is a choice not to enjoy it, like there is with all music.
Is there any penalty for not responding in the expected ways?
By not enjoying or dancing to the song, people may think you're not a fun person or don't have a good taste in music etc. If the song comes on at a party and you don't dance, it's almost like passing up an opportunity to have fun, because even if you don't like the song, it's good to dance to and interact with people. Not joining in = missing out.
To what extent do you find yourself reading against the grain of the text and genre?
I think the music video and song are directed at the right audience, and fit in with the genre of pop/dance easily. The lyrics can be seen as enjoyable or just having fun, however it could induce a negative attitude towards things, as the lyrics are 'I don't care' and there are small references to violence. However, I don't think that's really a problem.
How typical do you think this video is of music videos?
Very. Lots of modern chart music includes this type of beat, and appeals to the dance scenes all over the world, and the type of people who listen to chart music. The video includes dancing, the artist singing along, lyrics flashing on screen and random shots of people having fun.
Before the song even starts, "Icona Pop - I love it" is displayed and a quirky introduction of the singers has been recorded. Upbeat dance songs often have small introductions before the video starts, as it sets the video up and makes it more of a bigger event. Dance songs such as this one and their videos often feature parties and DJ's, as that's the scene the artists aim for, and the target audience that would often be involved in parties. The outfits worn outside are unusual due to the flowing ribbons, however this has been done for effect, not for a fashion purpose. The outfits worn indoors are stereotypical and conventional party outfits, such as black dresses, shorts, t-shirts etc.
The editing of the song ties in with the beat, and this makes for a more "dancey" feel, as people move to the beat of the song naturally. Mirror and tiled effects have been used to create a modern and techno influence, as straight forward editing is too simple and not as exciting as using different techniques. I am interested in using some of the mirror and tiled techniques in my video, as i think it looks effective and innovative. Light dots/leaks are also used and move around the shot in time with the beat.
The video can be classed as an illustrative video, due to the fact the duo are singing along to the song. There are elements of narrative in the video, as various shots are used of them on tour, going into bedrooms and in the streets. Halfway through the video the lyrics flash up on the screen, and this is used as an amplification tool.
Several different camera shots have been used, and when Icona Pop are singing along, close ups and mid shots are used to display the fact they're singing along clearly. Shots are also blurred and hard to distinguish, adding to the feel of the video, and also adapting conventions to create a more modern and enjoyable video.
There are no intertextual references included in the video, as any drinks, food or CD's used have no labels. There are also no other songs or artists mentioned in the video or song, at the end of the video the words 'film by Fredrik Etoall' are shown.
Task Four #2:
Why did you choose the text you are analysing?
The song has recently become very popular, and is universally known. I enjoy the editing styles and think it's quirky and enjoyable to watch, and have taken ideas from it that I can possibly use for my music video.
In what context did you encounter it?
I first saw the video when watching the top 10 video charts on VIVA
What influence do you think this context might have had on your interpretations of the text?
I heard the song around a year ago and liked it ever since, and I think because I liked the song I was expected to like the video, which I did. The fact it was in the top 10 charts for music videos also gives the impression everyone else thinks it's good, causing me also to think it's good.
Which conventions of the genre do you recognise in the text?
-Parties
-Dancing
-DJ's
-Laughing and having fun with your friends
-Swearing
-Low lighting, neon lights
-Conventional outfits
To what extent does this text stretch the conventions of it's genre?
The video and song are very similar to other club songs with this style of beat and lyrics, as it features dance scenes and parties, therefore it doesn't really stretch conventions as a whole. However there are smaller shots that are unusual such as the lyrics flashing up on screen, using a variety of texts and layouts, as this isn't normally done in this way. The outside scenes are different also as outfits and shots like these aren't as common as the party scenes.
Where and why does the text depart from the conventions of the genre?
See answer above. It has developed conventions in this way to entertain the audience and appeal in a way that means the video can be watched many times and not get too boring,
What sort of audience did you feel that the video was aimed at, and how typical was this of the genre/style of music?
I think the song is aimed at teenagers/early 20's as it appeals to the party scene, and these are the ages most known for partying and having fun. It's typical of pop music to assume it's for a party purpose, as most parties play mainstream well known songs so that everyone has something they know to dance along to.
What sort of person does it assume you are?
Fun, likes to party, 'I don't care, I love it'; implies they do what they want etc.
What assumptions seem to be made about your class, age, gender, ethnicity?
After watching this video people will think teenagers only care about having fun and going to parties, which can be true but not in every case. This video seems to portray people of a middle class, as posher, upper class people aren't portrayed as partying all the time and getting drunk, due to being respectable and richer.
What interests does it assume you have?
Partying, drinking, having fun, dancing.
What relevance does the text actually have for you?
I think it's a bit of fun and it's enjoyable to listen to. I don't think it's to be taken literally or seriously, it's just a song created for the party scene, as it's something people can enjoy listening and dancing to.
What knowledge does it take for granted?
People are always spending money on going clubbing or partying, and they know that they need upbeat and fun songs to dance to, which is exactly what this song is - It's appealed to the target audience using pre-conceived conventions and ideas.
To what extent do you resemble the ideal reader that the video seeks to position you as?
When this song comes on I always sing along and dance a little, it's entertaining at parties as everyone knows it and it's easy to dance to.
Are there any notable shifts in the videos style?
There is a contrast between the party scene, the outside dancing/singing, and the narrative involving car journeys, bedroom, writing on walls etc.
What responses does the video seem to expect from you?
It means to make the audience dance and sing along, be happy, enjoy themselves etc.
How open to negotiation is your response (are you invited, instructed, coerced?)
I think the audience is mostly coerced into feeling happy and singing along, due to the fact the song is catchy and upbeat. However, I know of people who don't like the song, so there is a choice not to enjoy it, like there is with all music.
Is there any penalty for not responding in the expected ways?
By not enjoying or dancing to the song, people may think you're not a fun person or don't have a good taste in music etc. If the song comes on at a party and you don't dance, it's almost like passing up an opportunity to have fun, because even if you don't like the song, it's good to dance to and interact with people. Not joining in = missing out.
To what extent do you find yourself reading against the grain of the text and genre?
I think the music video and song are directed at the right audience, and fit in with the genre of pop/dance easily. The lyrics can be seen as enjoyable or just having fun, however it could induce a negative attitude towards things, as the lyrics are 'I don't care' and there are small references to violence. However, I don't think that's really a problem.
How typical do you think this video is of music videos?
Very. Lots of modern chart music includes this type of beat, and appeals to the dance scenes all over the world, and the type of people who listen to chart music. The video includes dancing, the artist singing along, lyrics flashing on screen and random shots of people having fun.
Wednesday, 24 July 2013
Givers - Noche Nada (Extended Analysis)
Task Three #1:
This casual music video gives off a fun and light-hearted atmosphere, which has been captured by a small group of friends having fun on camera by dancing, walking, driving, rowing, spinning round and round, playing, laughing and doing every-day activities. The two girls are dressed in casual outfits and have been lightly styled, to give a natural and every-day appearance, which takes the video away from being a performance video, as well as tying in with the beat and feel of the song. Slightly more styled outfits have been used when the wedding location is on show, as this ties in with the narrative, as well as demonstrating natural events, such as dressing up and having fun at a wedding. The male characters in the video however are even more relaxed than the girls, wearing only shorts and t-shirts. This gives the same casual and enjoyable vibe, linking with the song.
Locations such as the car, streets, a garage, a city, a field, a house, a monument, wedding, market stall, swing, fountain, lake (boats), fairground and concert style venue at the end have been used. The car and walking etc. have been used to show travelling, which makes this video more of a narrative, however since the actions don't have much relevance to the song, it can also be seen as disjunctive, but with a loose narrative technique. I like the method of including the travelling in, as you can look out of the window and jump cut to the different shots of location, to show time passing in a simple way.
The band is not used in this video, as in The Givers other performance videos I can see that these characters are not part of the band. No singing is done by these characters, and this is something that I will need to incorporate into my video.
I really love the way the video has been edited, as it cuts to a different frame every time the beat occurs. The beat of the song is uneven, yet runs in a similar pattern throughout the song, apart from the 'middle eight' which has a loose beat to it. During this section the editing is tied to the melody and tune of the song, however there is no structure, and long shots are mixed in with shorter ones, changing when the director feels appropriate.
When filming, the camera is never still. It is either moving in one direction slightly, following or contrasting the movements of the friends, zooming in quickly whilst filming (or zooming out). A tripod cannot have been used to achieve this effect, as some of the shots are also shaky, like when using a hand-held camera. I like this affect as it feels natural and like you are part of the action, involving the audience and providing non-static camera methods that make the video more interesting to watch.
To achieve this affect, a large amount of footage will have been taken, however some of it would have been in the same shot, yet edited to look jumpy and disjointed. For example, the scene in the field with the two girls, and then one guy dancing, can have been filmed in one long shot, and then just edited. The camera will have been moving, or taking the same footage from different angles and zooms, as well as doing these things whilst filming continuously. This affect is really good, as it shows the continual journey, yet makes it interesting through the use of editing.
I really like the idea of the style in Noche Nada, as I can film things in various locations such as on holiday in Austria, Coombe abbey, supermarkets/markets, town centres, cinema etc. However, in this video the same characters are used throughout, and with filming many different things in different locations, this may be difficult to achieve, and still use the same people in the video. I really want to create a video along these lines, and other songs by the Givers will also be good due to their unique and mellow sound.
Task Four #1:
Why did you choose the text you are analysing?
It's an unusual video and by one of my favourite bands. I love the song and enjoy the light hearted feeling the video portrays.
In what context did you encounter it?
Before downloading the album I wanted to listen to the songs in full and went on YouTube to find the video in order to listen to the song.
What conventions of the genre do you recognise in the text?
- Dancing
- Stars multiple people
- Outdoor locations
- Costume changes
- Jump Cuts
- Fast paced editing
- Variety of angled shots
- People in the video who aren't the band and don't sing; creating a narrative
What influence do you think this context might have had on your interpretation of the text?
Because I was listening to the song for the first time, I really had to focus on what I could hear and see, and because I liked the song, my feelings for the video were automatically the same.
To what extent does this stretch the conventions of it's genre?
The fact the band isn't in the video breaks one of the largest used conventions, however the narrative containing people singing is also commonly used. The 'narrative' in this video however doesn't really portray any real story, just shows several events such as a wedding, a trip to a landmark and a party at the end.
Where and why does the text depart from the conventions of the genre?
The people in the video are not band members, showing every day people such as the audience can have fun, not just celebrities. The actors haven't been lavishly or excessively styled, they don't look glamorous like stereotypical artists and their outfits.
What sort of audience did you feel that the video was aimed at?
I'd say it was aimed at the teenage audience, however it does not adhere to the conventions most thought of when thinking about teenagers, like loud music, concerts, half naked girls/guys, big dance numbers. etc
What sort of person does it assume you are?
Fun, light hearted, eventful, silly, likes to have fun and go out with friends to parties or day trips, doesn't care about looking strange; something that goes against the opinion we all care about what we look like and how others see us
What assumptions seem to be made about your class, age, gender and ethnicity?
We're not extravagantly posh, we're down to earth, middle class due to the style of wedding in the video and the everyday life locations used etc. People around 20 years old/teenagers are known to have fun, does things for no reason, go on day trips etc. Girls in this video are seen as relaxed, happy, look like they're having fun.
What relevance does the text actually have for you?
It portrays things done in real life such as messing about with friends, going to weddings and parties, they seem down to earth and like regular people, not just famous celebrities whose lives are so different to ours. It's similar to the days out and messing around that we all experience at some point.
What knowledge does it take for granted?
We like seeing other people do what we do and have fun, it reassures us that we're not the only ones who act differently, it takes the knowledge that we all want to fit in but have a good time.
To what extent do you resemble the 'ideal reader' that the video seeks to position you as?
I do random things and have fun, singing and dancing is amusing with friends as you can have a laugh. I often have days out like they do in the video so I know how much fun you can have and whilst the video makes me smile, I also recall times that i have spent in similar locations.
Are there any notable shifts in the videos style?
When the music changes in the Middle Eight the editing style changes as to cut in time to the beat requires longer shots and more irregular editing. The scenery also changes from the day to the night, meaning the lighting and shots are different.
What responses does the video seem to expect from you?
Smiling, thinking about happy times with friends, relate to the events, teenage lifestyle comparisons.
How open to negotiation is your response (are you invited, instructed or coerced to respond in a particular ways)?
It's hard to watch the video and feel something other than happiness due to the fact the audience is invited into the happiness and enjoyment of the characters
Is there any penalty for not responding in the expected ways?
No, because the band isn't that well known, and society hasn't accepted them as a band 'everyone should like' like bigger bands and stars e.g. One Direction
To what extent do you find yourself 'reading against the grain' of the text and the genre?
I don't due to the fact the song has no hidden meaning and the video is simple and effective, I am in the intended audience, therefore feel what the producers intended us to.
How typical do you think this video is of Music Videos?
It's not very typical due to the fact it looks low budget and ordinary and there are no post-production effects, lighting, large amounts of choreography, glamorous or sexy outfits that most female artists or bands may wear. I've not seen many other music videos along the lines of this one, and that makes it unique and atypical.
This casual music video gives off a fun and light-hearted atmosphere, which has been captured by a small group of friends having fun on camera by dancing, walking, driving, rowing, spinning round and round, playing, laughing and doing every-day activities. The two girls are dressed in casual outfits and have been lightly styled, to give a natural and every-day appearance, which takes the video away from being a performance video, as well as tying in with the beat and feel of the song. Slightly more styled outfits have been used when the wedding location is on show, as this ties in with the narrative, as well as demonstrating natural events, such as dressing up and having fun at a wedding. The male characters in the video however are even more relaxed than the girls, wearing only shorts and t-shirts. This gives the same casual and enjoyable vibe, linking with the song.
Locations such as the car, streets, a garage, a city, a field, a house, a monument, wedding, market stall, swing, fountain, lake (boats), fairground and concert style venue at the end have been used. The car and walking etc. have been used to show travelling, which makes this video more of a narrative, however since the actions don't have much relevance to the song, it can also be seen as disjunctive, but with a loose narrative technique. I like the method of including the travelling in, as you can look out of the window and jump cut to the different shots of location, to show time passing in a simple way.
The band is not used in this video, as in The Givers other performance videos I can see that these characters are not part of the band. No singing is done by these characters, and this is something that I will need to incorporate into my video.
I really love the way the video has been edited, as it cuts to a different frame every time the beat occurs. The beat of the song is uneven, yet runs in a similar pattern throughout the song, apart from the 'middle eight' which has a loose beat to it. During this section the editing is tied to the melody and tune of the song, however there is no structure, and long shots are mixed in with shorter ones, changing when the director feels appropriate.
When filming, the camera is never still. It is either moving in one direction slightly, following or contrasting the movements of the friends, zooming in quickly whilst filming (or zooming out). A tripod cannot have been used to achieve this effect, as some of the shots are also shaky, like when using a hand-held camera. I like this affect as it feels natural and like you are part of the action, involving the audience and providing non-static camera methods that make the video more interesting to watch.
To achieve this affect, a large amount of footage will have been taken, however some of it would have been in the same shot, yet edited to look jumpy and disjointed. For example, the scene in the field with the two girls, and then one guy dancing, can have been filmed in one long shot, and then just edited. The camera will have been moving, or taking the same footage from different angles and zooms, as well as doing these things whilst filming continuously. This affect is really good, as it shows the continual journey, yet makes it interesting through the use of editing.
I really like the idea of the style in Noche Nada, as I can film things in various locations such as on holiday in Austria, Coombe abbey, supermarkets/markets, town centres, cinema etc. However, in this video the same characters are used throughout, and with filming many different things in different locations, this may be difficult to achieve, and still use the same people in the video. I really want to create a video along these lines, and other songs by the Givers will also be good due to their unique and mellow sound.
Task Four #1:
Why did you choose the text you are analysing?
It's an unusual video and by one of my favourite bands. I love the song and enjoy the light hearted feeling the video portrays.
In what context did you encounter it?
Before downloading the album I wanted to listen to the songs in full and went on YouTube to find the video in order to listen to the song.
What conventions of the genre do you recognise in the text?
- Dancing
- Stars multiple people
- Outdoor locations
- Costume changes
- Jump Cuts
- Fast paced editing
- Variety of angled shots
- People in the video who aren't the band and don't sing; creating a narrative
What influence do you think this context might have had on your interpretation of the text?
Because I was listening to the song for the first time, I really had to focus on what I could hear and see, and because I liked the song, my feelings for the video were automatically the same.
To what extent does this stretch the conventions of it's genre?
The fact the band isn't in the video breaks one of the largest used conventions, however the narrative containing people singing is also commonly used. The 'narrative' in this video however doesn't really portray any real story, just shows several events such as a wedding, a trip to a landmark and a party at the end.
Where and why does the text depart from the conventions of the genre?
The people in the video are not band members, showing every day people such as the audience can have fun, not just celebrities. The actors haven't been lavishly or excessively styled, they don't look glamorous like stereotypical artists and their outfits.
What sort of audience did you feel that the video was aimed at?
I'd say it was aimed at the teenage audience, however it does not adhere to the conventions most thought of when thinking about teenagers, like loud music, concerts, half naked girls/guys, big dance numbers. etc
What sort of person does it assume you are?
Fun, light hearted, eventful, silly, likes to have fun and go out with friends to parties or day trips, doesn't care about looking strange; something that goes against the opinion we all care about what we look like and how others see us
What assumptions seem to be made about your class, age, gender and ethnicity?
We're not extravagantly posh, we're down to earth, middle class due to the style of wedding in the video and the everyday life locations used etc. People around 20 years old/teenagers are known to have fun, does things for no reason, go on day trips etc. Girls in this video are seen as relaxed, happy, look like they're having fun.
What relevance does the text actually have for you?
It portrays things done in real life such as messing about with friends, going to weddings and parties, they seem down to earth and like regular people, not just famous celebrities whose lives are so different to ours. It's similar to the days out and messing around that we all experience at some point.
What knowledge does it take for granted?
We like seeing other people do what we do and have fun, it reassures us that we're not the only ones who act differently, it takes the knowledge that we all want to fit in but have a good time.
To what extent do you resemble the 'ideal reader' that the video seeks to position you as?
I do random things and have fun, singing and dancing is amusing with friends as you can have a laugh. I often have days out like they do in the video so I know how much fun you can have and whilst the video makes me smile, I also recall times that i have spent in similar locations.
Are there any notable shifts in the videos style?
When the music changes in the Middle Eight the editing style changes as to cut in time to the beat requires longer shots and more irregular editing. The scenery also changes from the day to the night, meaning the lighting and shots are different.
What responses does the video seem to expect from you?
Smiling, thinking about happy times with friends, relate to the events, teenage lifestyle comparisons.
How open to negotiation is your response (are you invited, instructed or coerced to respond in a particular ways)?
It's hard to watch the video and feel something other than happiness due to the fact the audience is invited into the happiness and enjoyment of the characters
Is there any penalty for not responding in the expected ways?
No, because the band isn't that well known, and society hasn't accepted them as a band 'everyone should like' like bigger bands and stars e.g. One Direction
To what extent do you find yourself 'reading against the grain' of the text and the genre?
I don't due to the fact the song has no hidden meaning and the video is simple and effective, I am in the intended audience, therefore feel what the producers intended us to.
How typical do you think this video is of Music Videos?
It's not very typical due to the fact it looks low budget and ordinary and there are no post-production effects, lighting, large amounts of choreography, glamorous or sexy outfits that most female artists or bands may wear. I've not seen many other music videos along the lines of this one, and that makes it unique and atypical.
Tuesday, 23 July 2013
Music Video Introduction // Summer Work
Task One:
What do you think are the major elements of an Album Marketing Campaign (the different ways in which a band or artists identity is mediated to an audience)?
- TV commercials
- Playing small gigs or festivals e.g. Edinburgh Music Festival
- Magazine advertisements (A4 page) in regular magazines or film magazines
- TV appearances e.g. Chat Shows
- Free singles
- Radio plays
- Radio interviews
- Magazine interviews
- Band blogs
- YouTube channel/videos & advertisments
- Features in music magazines
- Twitter account
- Facebook feed
- Films e.g. The films about JLS, One Direction etc
- Documentaries on TV e.g. "McFly on the Wall"
- Supporting more famous artists and bands at their concerts
- A book release
♫
Where have you encountered these elements in your daily life?
- iTunes provide a weekly free single by new and upcoming bands, through this I have found out about some of my favourites
- I follow several bands on Instagram and Twitter
- When reading magazines I often see CD advertisements or concert posters that advertise the bands gig or album. One issue of NME provided
- When watching shows such as Alan Carr: Chatty Man, Jonathan Ross and The Graham Norton Show, there are always bands or artists performing near the end, then talking to the host about their new album or single
- There are always TV commercials for albums in between TV shows on channels like ITV2 and E4
- When watching YouTube videos there are often music advertisements beforehand, the latest one I've seen included Mumford and Sons getting ready before a concert
- When in the car or on the bus I've heard interviews on Radio One with band members or artists promoting their concerts or albums
♫
What factors make you like a band or artist, and therefore download their music, buy their albums or attend their concerts? How do you decide which band is 'cool' and which is not?
- If they're stuck up and arrogant, or down to earth and sweet - How they come across in interviews on television
- If they're funny or have a good dynamic within the band or their style
- If they have a giant fanbase, for example "Directioners" put me off liking One Direction
- Their general personality
- Whether they have a generic or original sound, I don't really like boybands due to their generic, manufactured look, whereas a mix of sounds e.g. Indie Rock or folk is something different, and sounds different to the generic 'pop'
♫
Where and when do you watch music videos?
- Music channels when there's nothing else on
- YouTube: because I want to listen to the song, or watch the video, or because the band are included in the advertisement
- When looking at the bands album on iTunes and a video is included in the extended version, I watch the preview to see if it's any good
- When someone posts a link on twitter
Task Two:
Music Video conventions:
- The band or artist in the music video performing
- Other characters in the video creating a narrative who don't sing
- Microphones
- Guitars
- Filming of concerts
- A variety of long shots, mid shots and close-ups
- Jump cuts
- Fading transitions
- Close up for lip syncing
- Black and white is commonly used but many videos are in colour
- Variety of props e.g. instruments or animals or puppets
- Girls dressing provocatively
- Slow motion is often used
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