Evaluation 1

Evaluation question 1 - In what way does your media product use does, develop or challenge forms and conventions of real media products?

The main areas that help challenge form of conventions and real media texts are areas such as the settings and props used as well as what the characters are wearing. These areas are the main focal features that you would expect to have some sort of relevance to the genre of the music video. Some examples that would reflect the ‘alternative rock genre’ would be bright clothing with either a type of 80’s theme, and things such as ripped clothing for the characters and quite rustic settings, These would be considered quite cool forms of clothing in the 80’s and 90’s are mostly associated with this genre, Props such as guitars could also be associated with this genre as this type of music features a lot of guitar playing. When choosing our genre we were initially unable to decide which genre to pick, as we were thinking about what settings we could use and how hard to lip syncing would be for a specific genre. During our research and planning we looked at various artists, such as James Blunt and ‘The Verve’ which then we decided to use the song ‘Bitter Sweet Symphony’. This was an effective choice for us as the song was quite slow pace and therefore it would be easier for our character to lip sync the lyrics of the song.This linked back to our music video as we also were able to lip sync as effctive as we could sue to it bieng a slow paced song.

Camera –

While analyzing the Bitter Sweet symphony song we noticed that there was an array of close ups used on the characters. This was also shown to be reflected in many alternative rock music videos, therefore we tried fitting these real media conventions into our own media products to reflect that we understood the genre. For this we used close ups on our characters face from various different angles to express the different emotions shown on his face. We also used some unsettled shots by moving the camera slightly on the characters face as this is another generic convention used in alternative rock

Clothing:

When deciding what costumes we were going to use for our characters and how it would fit the scenes and storyline of our music video, we were very apprehensive on what to use, as if we used clothing that was not related to our genre then it would be more evident to the audience as it would stand out, because they would not expect that clothing the be associated with music video. Examples of this is that you would not expect to see people dressed in suits in hip hop or rap videos as you would expect them to were more urban clothing like jeans and jackets etc. This would also reflect to the examiner we did not think about the generic conventions associated with alternative rock which would lower our mark. Going of from this we then used specific clothing for the different scenes in our music video, such as him wearing a suit in scenes where the character was working within the flashback, presenting him as more of a professional person. Alternatively we used quite roughed up and oversized clothing in the homeless scenes, to connote to the audience that the clothes had been given to him as a donation and get across he can’t afford his own clothes.

Setting:

The settings of our music video were also a crucial element of our video as this was needed to project to the audience what was going on and fit the genre. For this we split our settings into 2 areas; one an office and the other outdoors to connote to the audience his 2 different lives from past to present. We used our establishing shot to show the outdoors area and show tat the character was homeless, as the surrounding were in quite a rough and beat down area. This was effective for our scene and character as being homeless meant the atmosphere perfectly fit with the narrative. 

Final magazine

This is the final magazine advert that i created. The idea was inspired by Incorporated everyone's ideas from the group as well as mine to produce this idea based on the original ideas we already had. 

The font on our magazine advert is effective as it links in with the theme of our music video, and challenged the genre of our music video as the picture reflects quite an Indie rock atmosphere. 

This image although not took from one of out shots, links really well with the atmosphere of the genre and is catching to the eye, This image therefore draws in our target audience as the picture makes the audience want to see more, and therefore is effective at advertising our music video. This image is also quite open ended so it gives the audience a sense of suspicion of what the music video will sound like and include,

I have also included key information on this advert such as the social media platforms that the music video is linked to as well as the available on iTunes logo. I have also included the record label the music video is signed to and the bar code the give it a professional edge. The font we had used on the previous magazine adverts were seen to be too big therefore we decreased the font size and changed it to a different font which gave the magazine advert more of a balanced look.

Magazine 2

Here is my second attempt at creating a magazine advert for out music video which included basic elements such as my first advert. From this i have added the Facebook and twitter logos to the advert to make people aware that they can read about the song on social media websites. I also included the writing 'album out now' to get cross to viewers that they can purchase the music in the present.

magazine 1

Here is my first attempt at creating a magazine advertisement for the 'Verve' Bitter Sweet Symphony' music video we created.I have included elements such as the 'available on iTunes' icon as by looking at other magazine adverts i have seen them include symbols such as these to make people aware where they can purchase the songs and albums.from. By looking a this magazine advert it looks rather basic and does not stand out ,much to viewers which i will try to correct with my other designs.

Music magazine advertisements - skepta

Music magazine advertisements:

The use of magazine advert are used to help promote an artist and song.  These are the best ways for artists to advertise their upcoming songs and albums, as they are very popular with music fans, and it is also a very good way for new artists to get noticed, as it does not cost a lot of money to be mentioned, compared to on TV or other forms of media.

The reason this is an effective way of promoting music videos and songs etc. is that if they are interested in your specific genre will buy the magazines that you are in, therefore everyone who sees you in the magazine will be interested and want to listen to you. However, a negative factor of advertising in only magazines, is that only people who buy the magazines will see the adverts, and because things like radio and TV are a lot more popular nowadays compared to magazines, this could mean that an artist would not become as popular as they would like to be.

Adverts show similarities to things such as posters and billboards as s the main thing on the poster is the artists name or new song/album, and it takes up the majority of the space. Pictures are also used, however they are used differently compared to posters, as they are often used the background in magazines, whereas on posters, they are just put to the side or above/below the main text. Magazine advertisement also tends to be more detailed than posters, as people take more time to read a magazine articled compared to looking at a poster. Although the layout is quite different to a poster/billboard, the context is very similar as it will contain the same bits of information, only a bit more detailed in most cases. An example of this is the magazine advert of Skepta, and he is a dominant figure of the whole advert making him stand out more, and it contains more detailed information around him,

magazine advertisment plan

G324 - Plan For magazine

When designing our Magazine Advertisement our group all agreed that we liked the simplicity of The Verve's 'Love Is Noise' advert. We then took this as inspiration for our own design and created a similar poster, only we wanted it to a few clouds in a blue sky to match the band's name. Similarly we wanted to include some information along the bottom, we decided up  the website address and other websites such as Twitter, Facebook and YouTube.


We then thought that it'd be a lot better if our Advertisements has a larger link to the music video that we are creating. So by including the two main characters of our video and another element of our music video (sunrise/sunset) there would be a continuous style.  This could also then connect to our Digipak. This is the design idea that we have decided to use for our final Magazine Advertisement.

Final Digipak

This is the final digipak that i created in which i stuck with the original them of going with the picture of the main character within out music video. I have only used the one picture for this digipak as i feel it flows better and looks more effective once folded into a digipak instead of using to different pictures and reflecting 3 different vibes. This also reflected the importance of the character within our music video.  We used these theme as it reflected aspects from both our ancillary tasks and music video. I have also used an orange brown colored theme to reflect quite an old school view which is associated with India rock music.

digipak 2

Here is my second digipak in which i have created which shows i have updated upon from my previous attempt. This digipak is much more effective as i have positioned the layout of the picture so when it is folded to together within the digipak all the panels match up together to create one picture. I have also used 2 pictures to give the inside and outside of the digipak a different view. I further used a bar code to make the digipak look more effective.

DIgipak 1

Here is my first attempt of my digipak where i included a picture from the actual footage of our clip. As you can see it shows to be very basic, as this was the first idea that I had come up with when creating a plan for my digipak. I have also used  CD to show where the it would sit within the digipak and the basic information such as the album title and songs included.

Digipak Analysis 2 – Tinie Tempah

This digipak is of Tinie Tempah and this album is called discovery and was released in 2010. The style of this digipak is different to what is usually seen and due to the fact this is completely the opposite of my genre therefore I will not be influenced in any way by this, however as a digipak I do rate it highly. I fell that the colours and the use of effects on the images are good as it shows Tinie’s personality which is nice to see for audiences.

 A close up of the artist which is Tinie Tempah is used on the front cover as he is famous and therefore attracts the audiences who already know him and like him as an artist.

The colours used are quite bright, for instance pink, purple and blue. They are also put against a black background which increases how the bright colours stand out and therefore help gain audience’s attention. 

Text is placed in the top left corner of the cover so that it does not cover up the image of the artist and is next to him to show the person on the cover can be visibly seen.

The artist is seen to be wearing glasses, a watch and a bracelet, this works well as it shows the artist personality etc.

The watch and the bracelet as well as the urban area edited onto his jacket relate to the rap genre. Since he is actually a rap/pop artist I think that the visual codes do their job well.

Font is easily readable and looks rather professional and whilst the image on the cover is used to get the audience’s attention, the back cover is used to present any necessary information. 

The image on the cover has been edited very well and professionally. The effects seem very advanced and are appealing.

The image/colours on the cover clearly link to the back cover showing good consistency.

Digipak Analysis 1 - Rihanna

As Rhianna is a well-known and famous artist there have been close ups of her faced used on the album so it is instantly recognisable as catches people attention. This digipak is therefore effective as people who already know and listen to her music would be more influenced to but it but seeing her face dominating the face of the digipak.

This digipak inside is made up of 3 different panels which has been carefully layed out across all off them so the picture is created in the three different sections which gives the digipak a more professional look. The colours used on these panels are reflected on the outside of the digipak along with the image of the artists and the colours contrast together.

They have used a clear font on the cover of the digipak which contrast as the white font although is quite thin is easily visible and doesn’t not cover much surface area of the digipak. The use of the angle used on Rhianna makes her come across as quite as an elegant and agile artist. The size of the font is a reasonable size but is slightly on the small side as it is a bit too thin, but still can easily read.

The Male gaze theory of Andrew Goodwin maybe reflected though the use of the picture on the front of the digipak of Rhianna as you can only see her showers and bare skin which suggests that she is actually nude, which may have been used to attract in the male audience opposed to females. There is no use of clothing shown to been have used on the artist and a distinct red colour scheme used with the red hair and red lipstick.

I will take the idea of using a one picture to pan across the 3 panels of the inside of my digipak in my own work as I think it looks quite effective in terms of outlining the flow of the music and what the artist is trying to get across. On the other hand I do not like the thin font they have used as I do not particularly think it looks appealing and is not bold enough.

genre Textual analyis - Cheryl Cole

Cheryl Cole - Fighting for this love music video analysis:

There is a clear representation of gender within the video as it is quite female dominated in some parts and the main person ‘Cheryl Cole’ is also female, but there is a mix of both male and female dancers within the clip.  Age is also evidently represented as all the actors within the clip are mid aged people, which has probably been use to represent the lyrics as during the song is about ‘fighting for love’ and break ups is most common in this age group.

This video has not got much of a storyline but is mostly a performance about Cheryl which makes her come across as innocent such as the white clothing she is wearing. Also there are lyrics and writing shown on the walls and just splattered on the screen to express Cheryl’s emotions though these words and lyrics. Also there is a red and black colour scheme used for some parts of this writing such as a red background which looks like blood and could represent the heart and then black writing. This could represent a type of a ‘love’, ‘hate’ relationship which links into what the performance and storyline is about. The dancers have been used as a type of prop to mimic Cheryl Cole to show she is the main character as they are presented more in the background and follow the dance moves she does.

The genre of this music video is R and B as well as the genre of the artist ‘Cheryl Cole’, as the most pf the tracks she produces are all R and B tracks. As it being and R and B there is expected to be some sort of emotions to be shown throughout the video. There were some unexpected actions within the video such as the number of males that were represented with the clip, as well as when Cheryl Cole is hugging another man as it completely contradicts what she is trying to do with this video.

Textual analysis from our genre - Cold Play

Textual analysis from our genre

Narrative

For this section the narrative isn’t as straight forward as it seems as there isn’t a noticeable narrative other than there is man walking down the road which is brightly lit. However, there are aspects of ‘Props’ theory which relates to whether there are recognizable characters as I do not think there are.  The theme that is noticeable throughout is ‘night’ as throughout the whole music video it is dark/night time and he constantly looks like he is making his way back home or on his way to somewhere as the way he is walking suggest he is on a mission of some sort. The generally overview of the story line is that the character is singing whilst he looks like he is making his to a certain place and then there is a twist as he’s actually running to a concert to perform in front of a large crowd which creates a twist to the video but we did not know this at the start.

Genre

I am going to analyse Coldplay – fix it using the different areas as listed below. I know from this being in my genre that this music video is alternative rock therefore I didn’t have to investigate this. There are connotations of alternative rock seen throughout this video as within alternative rock videos the lighting tends to be rather dark which is seen throughout this video. In alternative rock videos the camera tends to be free hand most of time as it sometimes in videos it follows the character around to create a confused/exciting atmosphere which is actually seen in most type of rock genres.

Visual codes

It is set in London and I know this because within one of the shots you see a rail sign which says ‘Kings Cross’ which is a well-known place in London as seen as I live close by it was easy for me to see. Also, it is set in the arches underneath the rail station which you tend to see in London but is seen everywhere. There is a colour that is seen a lot within this music video and that is black, this colour is usually affiliated with death and the fact the song is called ‘fix you’ could suggest that they are talking about someone who might be close to death or maybe ill.

Audience

This music video is different from ones I usually analyse as I don’t think this music video is directly aimed at a certain group of people this is because I know it is liked by people of all ages as I know a lot of people who listen to this song, ranging from my dad and my granddad who are in their 50’s and 70’s. The key signifiers that indicate this is that there are no codes and conventions that fit into a certain age group. By this I mean that in teenage based music videos there tends to be bright colours whereas in this one it is rather plain which suggest it can be liked by all age groups. However, I believe that only an adult would be able to listen to the lyrics of the song and understand what it means which connotes that the audience is adults of all ages.

Technical codes

Camera shots and angles are used effectively in this video as they make it look professional and aesthetically pleasing to the audience. The first one which I think starts the video off is an establishing shot which shows the setting of where most of it is filmed and the main character and gives the audience an idea of where they are (London). Another interesting shot is the use of the low angle which is in the middle of the clip and is used to make the character seem dominant/ powerful which is stereotypical because men are usually the dominant gender and this is proving that this may be correct. The editing that is used throughout is rather slow which fits the pace of the song which is also slow therefore it shows consistency. Transitions aren’t very frequent and they aren’t constant which also adds to the slow pace of the video. The effect of all of this to create a miserable atmosphere which links in with the name of the song.

Research into chosen genre

Research into chosen genre

 

 

For our music video the genre we had chosen was alternative rock. The actor that we used for our music best suited this genre stereotype due to his physical appearance and the way that he acted. Alternative rock emerged in the 1980's by the independent music underground and became much more popular following into the 1990's and then was more widely known in 2000's era. Even in this modern era, although alternative rock is not nessaccarily a mainstream genre but still features big names performers such as the 'Artic Monkeys' and 'The Strokes' . These performcers have gained great success on attracted audinces towards the alretaive rock genre.

 



Example of an alternative rock music video:

By looking at the image it shows one of the 'Artic Monkeys' most popular videos and is very popular within the UK. Due to our genre not actually bieng mainstream comapreed to some other genres it is hard to find well knoiwn artists and songs assoiated with alternative rock.

The target audince for this type of genre is much more different comapred to mainsteam ones such as R&B and hip-hop etc. This is beacuse by looking at the stereotypical view of alternative rock listeners they are normally assiated with bieng quite 'hippy' and odd.

Notes on real media texts you may take inspiration from

History of music videos

 
history Notes on real media texts you may take inspiration from

First ever music video was Bessie Smith Saint Louis Blues.

1940’s – Walt Disney released Fantasia and at this stage of the history of music duke box’s started to appear but faded away through the war.

1950/60’s – started filming people just dancing, no set dance had to be performed. Now Scopitone jukebox’s became present and they were found in places like cafes and all you had to do was press a button and on the screen would appear people dancing along to a piece of music .

1960’s – Beatles first major motion picture – people now started to make specific videos for their music, so the music video would relate to the lyrics making it more enjoyable for the audience.

1970’s – this was the turning point for music as now the whole piece was shot and edited on videotape. An example is Queen’s ‘Bohemian Rhapsody’. Also in the 70’s top of the pops started.

1980’s – MTV was launched and the first music video was to be aired. Also within this era ‘softer’ music became apparent for the older generation. Moreover, Peter Gabriel used special effects and animations in his music video.

Music video audiences

Music Video Audiences

Music videos are aimed at:

·           Fans

·           Give the audience something to look at

Music videos are also a way for companies to make money, the Eminem music video took over £500m in sales.

Create their music to suit their target audience and they are also promotional tools/devices to promote the artist. Moreover, music videos are now having to be censored e.g. Miley Cyrus videos are having to be censored because it is not suitable for viewers.

Furthermore, most people think that music videos are designed for teenagers/young adults however this is a big mis-conception as there are also videos for the older generation.

How do we consume films?

We consume films through a variety of different methods, for example; TV, Phone, and YouTube etc. moreover, artists are presented to be attractive, empathic, narrative and abstract.

Eminem used synergy in his music videos, created a film which he then promoted himself as an actor rather than an artist.

Lip syncing and its importance

Lip syncing – what is it and what is its importance

Lip syncing refers to when the lyrics of a song go in motion with the movement of a person lips and music. This is done by miming the lyrics of the song with the music, which will mean they should be familiar with the lyrics of the song so that they can get it perfectly in time with the music. This will in turn look professional if they mimic the lyrics accurately opposed to if it looks unprofessional as it would ruin the music video as the miming will not be in time. The importance of lip syncing is as explained above, is so that the music video looks professional as if the lyrics did not go in time with the lyrics nobody would take the video serious and it would not look effective or appealing to the target audience. Also it has to look like the singer is genuinely singing the song otherwise the audience can tell that it’s not in sync, so it is important that everything run smoothly when trying to make the miming in time. Also the character need to match the genre and stereotype of the song otherwise it will not fit the song type

Importance of lyrics.

Importance of lyrics:

Lyrics are one of the main important parts of a music video. This is because within the music video everything else usually revolves around the lyrics of the song such as the visuals normally link into what is actually going on within the video from what the lyrics are trying to get across.  Lyrics also help the target audience engage and relate to the doing through what they lyrics actually say and mean, such as a love song could represent someone relationship with someone at that time.  Lyrics can also provide a narrative to the music video which helps get across to the viewers the storyline of the music video in the background and show them what is going on from what is said. Lyrics can also convey a message such as if the song is about love then the lyrics could tell the audiences what is going on and the morale of the story. They also help set the scene and atmosphere for the audience depending on the type of song.

Analysis of James Blunt magazine

Analysis of James Blunt magazine

I have chosen this magazine advert of James Blunt of his album 'All the lost souls'. The advert cover consists of ‘James Blunts’ name written in various different fonts and in bold so it makes the name stand out. This further portrayed as the font colour is red which stands out of the black background the album name is all shown in smaller letter underneath this also with a red outer effect, this makes it very clear to the target audience who the album is by and the name of the album. Due the text be bright and contrasting to the rest of the advert, this will be the first thing the audience will look at.

I will try and reflect this in my own piece of work as I think this is an effective way to promote our magazine advert as the main features to designer has tried to make stand out are clearly promoted to the audience. The clear contrast between dark and light colours also work well with the overall look of the advert as his face is been placed directly in the middle in line with the text so the whole advert flows together nicely.  

Brief Analysis of digipak

What is a Digipack?

A digipak a special use of packaging that have been specifically used for CD sing and albums. These hold the CD or DVD discs inside. These have an outer binding of either a book style or paperboard/card stock. These are normally made up of between 4 to 8 panels depending on how many disks are going to be held in the digipak. The purpose of a digipak is to hold and promote the cd and DVD by the use of the design of the digipak such as the text and images used on the digipak as will include relevant information of the DVD which will appeal towards its target audience and gain media attention. This is also a form of merchandise for fans although music now is more commonly downloaded from the internet. These help promote both the artist and the album if it has been presented effectively which in turn can help boost sales and increased popularity of the company.

The purpose of a magazine and a digipak

Digipak and magazine :

Digipaks are used to help promote a film or music album to help get it across to their target audience and help raise more revenue for the music companies. These digipaks have both an inner and outer binding which displays image linking to the song or film. These normally held by plastic trays which can hold music CD’s or DVD’s. These digipaks normally are made out of cardboard or book style paper to attach on the inside and outside sleeves for the plastic DVD or CD covers.

The use of CD cases designed with digipaks became popular to artists and record labels as a form of promotion in the early 2,000’s. An example of this is The VERVE digipak which I have shown below. Within a magazine, an advert would typically take up around half the page or depending on how big the CD is could take up the whole page. This magazine for ‘The VERVE’ takes up the majority of the page within a magazine which would be an effective form of promotion as when people are reading through the magazine it will catch their eye, the 
refore attract in their target audience.

The purpose of a music video

The purpose of a music video

There are different types of music video types depending on what the theme of the music it as who the music video is aimed towards. These include:

—  Concept – concept videos are based around a certain idea.

—  Narrative – The narrative will reflect the storyline – Most of the time with have some sort of link to the lyrics of the song.

—  Performance – This is a performance of a particular artist in the video such as a rock band performing on a stage.

There are many purposes of creating music videos such as gaining more media attention to a particular song rather than just doing a song by itself. This is because it will reach out to a wider audience as the music video can be directly aimed to be targeted towards the stereotypical viewers of the song. One of the main purposes of actually creating a music video is to create more revenue for the producers of the song including the artists themselves as if they did just the song they would not generate the potential amount of profit they could with the music video. Also within the music video it has a purpose to boost artists careers such as been able to display other talents such as dance moves and will make them a more well-known individual thus making more money.

An example of a music video that was highly successful was Wiz Khalifa – See you again. This was because it was linked into a popular films starts death (Paul Walker) and received over 1 billion YouTube views.

What makes a good student music video?

Student music videos need to be created so that they fit the genre of the music whether they are for a music company or for a school music video like the one we are going to make. In addition to this, our student music video needs to meet a certain criteria so that it can be entered

·         Video that is created fits the genre that you are aiming for

·         The clothing they use needs to fit genre

·         Setting also needs to consider, for example if you are making an army film then their costume needs to also be army to make it look realistic

·         Casting should have been considered

·         Characters are thought and fit in with genre etc.

With student music videos the small elements within the piece make up the most of the video therefore it is vital that these are complete to a good standard. Like I have said above, if the theme is ‘army’ then the costume needs to also link to army. The use of the colour brown/camouflage will also play a vital part in a student music video that is themed army. The costumes should be brown and the props use should be guns, grenades etc. all these conventions need to be considered.

Analysis of student music video 1 - Champagne

Genre

The genre of this student music video is a type of ballad due to the slowness if the song. The genre is shown through the generic conventions. For example, the shots of the artist playing the piano of which are in black and white are typical of music videos for ballads. This is seen in professional music videos of Sam Smith. Moreover, there are many close up shots of the artist which are conventions as a close up shows the characters expression and emotion on their face.

Target Audience

The target audience for this piece is difficult but from my point of view I would say it is aimed at people between 20 – 30. This is due to the high key lighting and use of effects which tells me that it is not aimed at anyone older than 30. In addition to this, it is clear that the video is selling marketing the artist as being attractive for women/men depending on their sexuality. The fact it is trying to sell the artist to women I think that it is aimed at young women as its showing the male of to be ‘sexy’.

Technical Codes

The technical codes used within the video are the uses of editing and the change between black and white shots for the artist. Also, the low-key lighting of the shots which show the party section. Editing is used very effectively within this video and most of the video is slow motion creating a different effect for the audience. In addition to this, the switch between the black and white shots and colour shots helps to separate the different sections which shows a contrast between the two. Although transitions could be used in order to ease between the two different looks but however at times the transitions were not very effective and jumped a little.

Iconography

The main iconography within this video is that of a party. This is shown through the use of props and the equipment. For example, the balloons and the flashing lights are a convention of this. However, this iconography would usually be seen in a pop video which shows that they haven’t been considered thoroughly. The lighting that has been used within this are the usual low key and high key lighting but mainly high key lighting was used to create unease and make it uncomfortable for the audience.

Britney remake video

This our own class remake of the music video 'Hit me baby one more time' by Britney spears. We carried this task out as a class to give us an insight into the different edit ring and camera techniques used when filming a music video, and helped give us a understanding of how to carry our own group task.

Storyboard

This is a storyboard of the Britney Spears video ' hit me baby one more time'. By creating this storyboard it will help me when coming to create my own music video as it gives me a way of breaking up the different sections of the video when planning to film it. By doing this storyboard it also gives me an insight of how to create my own storyboard for my music video,

Kid Cudi – Pursuit of Happiness – Goodwin’s Theory analysis.

Kid Cudi – Pursuit of Happiness – Goodwin’s Theory analysis.

Links between lyrics and visuals

Goodwin's theory suggests that almost all music video directors will seek to create a link between the lyrics of the song and the visuals which appear on screen. This is usually through the form of the visuals reinforcing what is being said in the lyrics. This is expressed a few times in the music video for Pursuit of Happiness, as when the lyrics say “people told me slow my road”, everybody in the music video goes into slow motion, with the exception of the artist. It visually demonstrates what is being said in the lyrics, as it shows how the artist is distancing himself from what the "people" in the lyrics are telling him.


Genre Characteristics:

The theory suggests that certain videos across certain genres will display very similar traits to each other. In hip-hop videos, the star is usually seen as being dressed down in comparison to the people around him, in order to suggest that the artist has made it into a different society than the one he was born into. In addition to this, the artist in the video is shown as wearing lots of jewellery and is surrounded by women, both of which are also key characteristics of the genre of hip-hop.

Notions of looking:

Goodwin noticed that most music videos have been directed and edited in a way which plays on the idea of gaze, and to present certain characters differently to others. For example, he noticed that in many music videos, especially in the hip-hop and pop genres (which this video crosses over), women are presented as objects, namely through the male gaze theory. For example, when the characters in the video are uncorking the champagne and spraying it over a woman, it attracts the audience to her, representing her as somebody who the males in the video are able to dominate and use as they please. In addition to this, the female DJ is seen is slow-motion when she is removing the record from its sleeve - this shows that her role is also emphasised as she becomes the centre of the scene when it is in slow motion.

Demands of the record label

Goodwin wrote that the record label usually has a huge pull in how the video ends up looking. As Cudi was signed to independent hip-hop label GOOD music at this point, the company is likely to invest less money in the production, but give him more creative control. In addition to this, the record label has used the video in order to superluminally market Cudi's album, as the sleeve housing the record which the DJ removes in slow motion is actually the album on which Pursuit of Happiness appears. This is why the slow motion is effective when it comes to the theory about notions of looking, as the audience are attracted to the female, and thus should then want to pay more attention to the item she is holding.

Narrative, Performance or Concept based video?

It appears that the video is a mixture of being narrative and concept based, because it contains very little performance, with the lyrics mainly forming how the video has been planned. 

Shot List

This is a shot list of all the different varieties of shots that have been used in the particular section in the Britney spears music video we have been told to film. This help us understand what shots have been used to create effect and how they flow and go with the music. This will help us when filming our own music video as it gives us a way to plan out the different types of shots we will be using and how long they will last, so when it comes to actually videoing our own as we will create our own shot list so it will be easier as we will have a plan to follow for each different shot.

	Shot	Duration	Description
1	Close up	1 sec	Shows a student’s foot tapping the table repeatedly
2	Medium Shot	2 sec	Britney tapping her pencil on her book repeatedly whilst teacher is watching
3	Medium shot	1 sec	Camera focuses on clock – shows that the students keep watching the clock as they want to leave
4	Close up	1 sec	Camera focuses on Britney’s facial expression which shows she clearly wants to leave
5	Medium/close up	2 sec	Teacher staring at Britney
6	Close up	1 sec	Camera reverses back to Britney again which shows her facial expression – bored
7	Close up	2 sec	Camera zooms in on the clock but even more this time
8	Medium shot	2 sec	Camera is now focused on the bell which is another sign Britney can’t wait to leave
9	Long shot/camera tilted up	2 sec	Camera place at the back of the classroom showing the students quickly walk towards the door – also shows the teacher making her look powerful
10	Medium shot	1 sec	Britney leaving the classroom
11	Medium shot	1 sec	Also showing Britney leaving the classroom
12	Long shot/high angle	1 sec	Students running out of the classroom