Introduction To Digipack

Part of the course requires the making of A Digipak. A Digipack is a cardboard package which houses a CD. The design of the package could be a simple sleeve or more complex containing different panels which fold out to reveal information.  Furthermore the course requires the making of a website homepage. The page I will be making will contain a variety of links to other pages but I will not be creating these ‘other pages’. I will need to take into consideration how the page will interact with the user, both visually and dynamically.

Most digipacks are 13.8cm wide and 12.5 cm in length. The most common type of digipack is a four panel pak. There is normally always text. This text will often include the name of the band/artist, the album name, track listing and a price of the digipack. Other features which are not typical to all digipacks include recording information and bonus material. Conventionally, there are pictures of the band/artist on the digipack along with a logo. Digipacks are designed to unfold. The genre is often reflected through the use of colour and imaging.


Typical features of an album cover:
Name of artist/band
Name of album
Back cover with track list
Imagery sometimes with artist others a key theme

The Choice Of All Narrative

Devlin- Watchtower

Devlin’s music video for his song ‘Watchtower’ is all narrative featuring Ed Sheeran and therefore I thought it would be interesting to look at this music video in relation to my idea. Devlin is a wrap artist and is a character in his music video. Typically, most rap music videos are edited to cut between narratives and rapping, the video usually demonstrates themes about drugs/sex/violence and sections of narrative will relate to the lyrics being said. This music video challenges the conventions by being all narrative and not showing the rapper singing which is usually used to help sale him as an artist. However the video does illustrates themes of violence which is typical of the genre demonstrating a new take on this theme.

Carol Vernallis a media theorist discusses narrative structure. She theorized that while films should be constructed linearly they should also be disjointed from the song. This video shows some disjuncture to the song. Her theories for music video narratives are also that the narrative for a music video is a visual response to the music, the narrative is not always complete and the video may stimulate questions for the audience. I asked my self three of Vernallis theories about this music video.

Is the video a visual response to the music?

Yes this music video is a visual response to the music. Devlin plays the character of criminal and the theme of ‘watchtower’ has therefore been changed into a criminal response. The music video begins with ‘There must be some kind of way out of here’. Instantly we know there is some sort of danger however it is ambiguous what this danger is and the music video shows a visual response to the music. Furthermore the narrative is intertwined with aggressive dialogue which further conveys the theme of criminals and aggression.

Is the narrative completed?

This music video ends on a cliff-hanger, as Devlin escapes rushing off, with Ed Sheeran in the car bleeding. The audience is ambiguous to if they get caught for the crime or remain free. This cliff-hanger therefore opens up interpretation for the audience as the narrative is not completed. However in some respects the narrative does end on an escape which can be considered the end to the narrative. On the other hand Devlin has driven himself and Ed Sheeran toward lightening which could suggest that there is more danger round the corner.

Does the video stimulate questions for the audience?

Yes! 

Why has Devlin stolen the mask?

Why is Ed Sheeran bleeding? This has not been shown in the music video and is quite a big mystery!

Where are they driving to at the end?

Exploring All Narrative Music Videos In My Chosen Genre- Indie 

I have looked at Bombay Bicycle Club's music video for their song ‘Leave it’. Bombay bicycle club are an English indie rock band and are signed to Island Records. The first half of their video is a continuous panning shot in a waiting room. From the use of panning the characters are contrasted with one another. The lyrics are sang but as part of the narrative. For example the man is seen at the commencement of the music video, sitting down.He is lip-synced to look as if he is speaking the lyrics instead of singing them. This therefore incorporates the lyrics as part of the narrative. Furthermore the gospel singers are singing the lyrics but in context to their scene. They sing the song as gospel singers and the mise en scene helps to clarify the context of this. The video then reverts back to a panning across the patients sitting in a line which looks like a hospital. The video ends with a close up shot of another man who has been theoretically lip-synced to look as if he is speaking the lyrics. I found this music video particularly striking for the constant camera movement. Characters are established through quick camera movement and therefore emphasized to me the effect that quick cutting can have for a music video. In conclusion it is clear that from this music video on going camera movement can help to reach a dramatic climax in the narrative. 

Bastille is another band similar to Dog Is Dead. They are an indie pop band and their music video for 'Bad Blood' also demonstrates the use of all narrative. However different to other indie music videos the band is featured in ‘a screen within a screen’ whereby the lead singer appears on the TV in the start of the narrative but is not actually performing, This therefore helps to stabilize the music video and his logo black leather jacket with Bastille written on his back subtly promotes the band. The singer often wears this black leather jacket in his music videos promoting the band name in the music video. Later in the video the lead singer is featured as part of the narrative however he is not singing the lyrics. In addition the lighting and colour for this music video is very dark and mainly low key lighting to demonstrate the tone to the music video which is a common convention of the genre. Moreover this music video has reassured me that all narrative music videos can effectively work and is effective for telling the interpreted story line to the music video. The use of all narrative creates a visual interpretation which can ultimately illustrate the mood of the song. 

Conclusion:
From looking further at all narrative based music videos I have learnt, Carol Vernallis theories on narrative structure that while films should be constructed linearly they should also be disjointed from the song. The lighting in an all narrative pieces is vital for authenticity of a mood and Quick cutting and camera movement can increase the dramatic climax in an all narrative piece.

Coral Draw

Franz Ferdinand 

My Recreation

When creating my digipak I have the opportunity to use Coral Draw 11, a graphic design software. For my coursework I had a lesson at school, teaching me how to use the functions on this programme. To practice using this software I recreated Franz Ferdinand's album cover.

Pointers:
Right click outline
Sqaure, fill black
Snap to guidelines
Duplicate Squares
Highlight whole lot, Ctrl D to produce duplicates
Double click man to open in coral photo paint
Flip image horizontally
Image-Adjust-Desaturate

The Song Alone?

A question I had to consider for my music video is will I want any diegetic sounds in my music video or just the song itself.


After watching Katy Perry’s video of 'The One That Got Away' I decided that i particularly liked the way in which at 3 minutes 54 seconds of the music video, the males car crashes with amplfied diegetic sounds. At this point of the video, this is the only diagetic sound that is heard throughout the video, therefore emphasising the importance of the car crashing in shaping the music video. This idea has inspired us for during editing to ensure that our music video reaches a climax at the end. We will be using the non diegetic sound of our track for the whole of the music video except at the end of our video as the doll is snapped by the young girl. We intend to have the diegetic sound of the ‘snap’ and the sound of the track at the same time. I think it is important for us to use this as it will be the only sound for our video as it concludes, destroying the image of perfection which has been prevalent throughout, emphasising the narrative of the video.

Shooting Schedule

In order to make sure we achieve what needs to be achieved at each location I have drawn up a list of what will need to be filmed at each location. This list will ensure that we film what we intend to, without missing out anything vital. Producing a shooting schedule will ensure that we keep on track of the task and to make sure the day will run smoothly for us.

Arrive at first Location for 2:30. Set up camera, lights to begin filming 2.45. Set up with red filter, to make the room look like a young girl's bedroom. Organize sets and props, plait girl’s hair and tie pink ribbon in her hair for the connotations of innocence.
In First location we need to film:
1. 2 dolls lying down
2. Boy doll plays with girl doll hair
3. Girl playing with plates and setting table
4. Boy doll sat at table
5. Girl cutting and breaking boy doll

Arrive at second location for 5.00, travel by car.
In our second location we need to film:
1. Filmed shots of the girl's pictures and post it notes
2. Location shot, long shot outside of the house
3. Making cake
4. Clocks
5. Boy changing
6. Boy sitting by door with blue filter over read head lights outside
7. Boys anger increases, throws suit jacket onto floor
8. Boy smashing cake and falling to floor

Props

Post- It Notes

The arrangement of props throughout is vital for our music video in order to create a sustained feeling and authenticity . Firstly we will be using the food items and equipment used for baking a cake. We will be using these props in a point of view shot as we watch the boy baking the cake from his perspective. Additionally we have prepared our post it notes, that will be placed around the photograph of the girl, to portray the boy as slightly stalker like. We have collaborated traits that he has unusually found out about his date, which further presents an insight into his character of a social recluse as these are rather peculiar things he has noted about her.  By using post it notes, we are ensuring that they are something our character has had to note down in order to remind himself therefore ensuring further authenticity for our music video. The most important note is the time his date is supposedly arriving at which is 7.30. This is been marked with three exclamation marks to act as a reminder but also emphasising his excitement for his date. In addition, these post it notes, will be framed around the girl adding to the meaning that these are notes, the boy has been making to remind him about her character. We have chosen the photograph to look like something off of a social networking site that he has printed out and stuck up in his cupboard. For our video we will also be using props for the young girl's sequences. We have got a doll table and chairs, along with crockery to mimic the set up for the boys date. In these shots we will also be using a Barbie and ken doll to resemble the  boys expectations for the date. Our video will also incorporate the use of a fairly long table, with chairs placed at either end to further demonstrate an awkwardness between the two characters, as the distance of the chairs are placed so far away from one another and therefore regardless it will be difficult and uncomfortable for the two to communicate across the table, further demonstrating the awkwardness of our male character.   Lastly we intend to use a heart shaped mat for the  dinning table along with a candle, to have the connotations of romance which the boy is trying to create and set up for his date 


Dolls Table And Chairs 

Heart On Table 

Table And Chairs

Photograph Of The Girl

For The Cake 



Character

The Male Social Recluse:

The Main Character for our music video will be a social recluse male teenager. Defining a social recluse is mainly someone who tries to remove themselves from society and social situations. Before deciding on what character traits as well as costuming I decided to have a look at a film version of a social recluse for some inspiration for characterisation. It is important that we brief our actor with the correct personality traits of a social recluse in order for him to make the performance authentic.

The film Juno contains an interpretation of a social recluse. The character Paulie Bleeker is seen in this image, wearing sportswear. However there is a slight awkwardness to his outfit shown by him wearing sweat bands on both arms and even on his head. His character traits in the film suggest shyness about him. The Main girl tells his 'he is the coolest person she knows who doesn’t even try'. He responds saying 'I try really hard'. His character seems to go unnoticed and his awkwardness stands out despite him wanting to separate himself from everyone else. Despite not wanting to be noticed he ironically stands out.

We have decided for the main character to firstly be in casual clothing as he makes the cake. The costuming of casual clothing will ensure that there is no unnecessary exaggeration on his awkwardness. Instead we wanted his awkwardness to come across more in his actions. For the next costume change we have decided for our actor to change into a suit. A suit will demonstrate that he has decided to take is date extremely serious and act as if it is a formal event.


Actor:Ollie
Gender: Boy
Age: 17
Personality: A social recluse, shy, inexperienced in dating and lonely
Mannerisms: A perfectionist, an over thinker, a worrier, awkwardness


The Date:
The Girl who the boy is supposedly about to have a date with is meant to represent a pretty young girl. The Girls name is not given, however information is revealed about her from the boy's shrine but also her image is shown by a photograph although she is not present in the narrative and is only present by an image that he refers to.

The Innocent One
Our young girl character will not be revealed in our music video and only the back of her will be shown.. However the young girl's age is not specified yet we are making her seem age 8-12. The young girl's character is accordingly sweet and innocent however her progression of character completely changes by the end of the video!

Location

How Have I Been Inspired?

Family Portrait- Pink 

Pink's music video for her song Family portrait is another favorite of mine. The video is filmed in a home environment which emphasizes the key concern of the video; family problems. The location for this music video is vital in enhancing the key themes of this video, mentioning ideas about harsh divorces, unsettled children and other family problems. From the music video being filmed in a home, we really get a feel for the characters and Pink's lifestyle creating a personal layer to the video. Pink and her sister are shown in different parts of their house which further emphasize that the issue is a house related incident. Nonetheless this video has inspired us to use a home location as it is proved authentic in demonstrating a key concern close to home. From a video being filmed in a home environment we are able to see an insight into how the character lives as well as specific mise en scene which illustrates character traits subconsciously. 

We have chosen a home location for our music video as it is clear that in a home environment, we believe the characters actions as they are alone in their home environment. This is vital for our choice of a social recluse character who is undoubtedly going to act how he feels comfortable when he is alone in his house. Furthermore,  we will be able to see an insight into character from where he lives.



Location 1:
For our music video we intend to film the doll sequences first on a flat raised surface that is up against a white wall. We need a plain white wall as we intend to use a red filter for the doll sequences and therefore  it will work best up against a white wall. We will need a raised surface to appear as the floor that the young girl is playing on in her bedroom. We therefore have decided that we will be filming in my bedroom on a trunk that is dark brown and is up against a white wall. Luckily on the day we will be able to move my room around so that we have space for all our equipment without getting in the way of our chosen location. Using my bedroom is ideal for what we intend to film as we are able to make it into a young girls bedroom with the use of a red filter.


Location 2:
Our second location is for filming the boys shot as prepares for his date at home. We will be using shots of the outside of Daniel’s house, his kitchen and also dining room, bedroom and bathroom. We have chosen to end with a long shot of zooming out of the boy’s house and therefore the width of the house is ideal for showing the large scale of the house as we zoom out.

The boy’s shrine/admiration shots will be filmed in the kitchen along with the baking shots for the cake. The shots within the kitchen is where the boy will be preparing parts of his date but also admiring his date in a secret hiding place in his kitchen...Creepy! Using the kitchen ensures we are able to use all the regular mise en scene that belongs in a kitchen without having to recreate the kitchen to a specific criteria.  

 Lastly we will be filming the boy laying the dining room table in Daniels dining room. The large table in the dining room is highly significant of the extent that the boy is going to in order to try and make the date go perfectly. Additionally the space of the table suggests a slight awkwardness as it is so long, no one could possibly talk to one another from one end to the other. The dining room is probably the most significant location for our filming as this is the location where the boys mood changes as he realises he has been stood up. With the large space of the dining room we are able to show the cake being destructed and thrown on the floor all across the length of the dining room, theoretically corrupting this location in our sequence.

Avant Garde

Avant Garde refers to works that are innovative and experimental in art, culture, politics and film making. The movement originated from France and Italy in the 19^th and 20^th century making different appearances in French surrealism, German expressionism, and abstract and cine virtue works. Avant Garde work represents concepts that are against the status quo. The majority of Avante Garde artists, writers and composers work opposed mainstream values.

An Avant Garde movement I will be demonstrating in my music video is Surrealism. Surrealism began in the early 1920’s and its works demonstrate the elements of surprise and unexpected juxtapositions.  For my music video I plan to show the unexpected juxtaposition of a Barbie doll, which is symbolic of perfection, being destroyed and broken. Undoubtedly Surrealism will be demonstrated by the way in which my audience would not expect these two ideas to be combined together.  The Surrealism movement demonstrates the unconscious mind. Un Chien Andalou (1929) is an example of appearing initially realistic but the involvement of dreams change the interpretation. From watching Chien Andalou it is evident that any interpretation can be drawn from the images shown. There is a parts (the cutting of the eye) which has no build up and therefore the initial shock is instant to the audience as the climax is unexpected.  After deciding on wanting to produce an all narrative music video which is specic to my chosen genre, indie music, Chien Andalou emphasised the opportunity of using quick cuts and no evident build up to create shock to the audience and dramatic effect.  

Another Avant Garde movement I will be demonstrating in my music video is Cinema Vertie. This movement focused on observation through the use of a hand held camera. The style itself is a style of documentary filming. We therefore decided it would be interesting to try out holding the camera ourselves when filming the young girl in her bedroom for a ‘fly on the wall effect’ and to show that her actions are being watched as if someone was in the room with her. By using a Cinema vertie effect for our music video we will be demonstrating a slight reality to our music video making part of the narrative appear unrehearsed by a slightly shaky camera in the scenes with the young girl.

Elements of the Avant Garde movement can still be seen in the 21^st century. Artists such as Lady Gaga and Nicki Minaj both show experimentation of new images in the way they dress. Lady Gaga refers to her fans as ‘little monsters’ which firstly represents her innovative ideas in the 21^st century as she appears as someone who shows her identity against the status quo. Her public image has always been a huge topic of discussion, especially when she turned up to the MTV Music awards in a dress made of meat! Her style can purely be seen as a continuation of the Avant Garde movement in the 21^st century by her experimental and innovative image that she portrays.

Goodwin Textual Analysis

I have applied Goodwin’s theories to my favourite music video: I Won’t Let You Go by James Morrison. The video was released on 4th August 2011 and I have been obsessed with it ever since! The narrative led music video undoubtedly elevated my love for the song conveying a key theme of love.

Does the music video demonstrate genre characteristics?

The majority off James’s Morrison’s music is soul based. Soul genre music videos are usually narrative based regarding issues surrounding love, family etc. The majority of soul  genre music videos use slow cuts and slow pace editing and do not use any special effects. This video undoubtedly conveys many of the genre characteristics. The video is narrative based and illustrates themes of love and relationships as James Morrison wakes up one morning to find his partner lying in the road.

Are there references to the notion of looking?
At 0.56 seconds of the music video James Morrison is seen looking out of his window, at a female lying down in the road. It is evident that he has some sort off intimate relationship with this female. A voyeuristic feel is created to the video and the audience is placed in the perspective of James Morrison, also looking out of the window at the female, at the opening to the video. The video illustrates particularly voyeuristic treatment of the female body as she appearsvulnerable lying down in the middle of the road. A particularly interesting shot is at 1 minute 7 seconds whereby the female is lying in the road vertically. The line her body forms mimics the lines of the road and elevates the voyeurism of the female body which is evident in the video presenting her has elegant. Nonetheless, these references are not particularly a sexual reference but do however convey the female body as beautiful and elegant. Additionally the female is dressed in white to symbolise purity and therefore the notion of looking is explored in the music video with the vulnerability of the female body.

Are there frequent close ups of the artists?
Yes, there are frequent close ups of James Morrison, alone and with the female. The use of close ups provides stability to the music video as he appears affectionate towards the female. The use of close ups for this music video enhances the emotional state of James Morrison and is vital in conveying him in the way in which his fans desire to perceive him as loving, caring and attentive.

Is there a relationship between the lyrics and visuals?
Leading on from the frequent use of close ups to show an evident intimacy between both James and the female, the chorus in particular ‘I Won’t Let You Go’ is undoubtedly amplified by the visuals. James appears to comfort the female in a way in which he won’t let her go. However there is a slight pensive side to the music video as it is unclear as to why the female is lying in the middle of the road. This is not answered in the lyrics and therefore in some respects there are elements of the music video which do not fit in with parts of the lyrics therefore showing minor elements of disjuncture.

Are there inter-textual references to films, TV programmes or other music videos?
There is an evident uncertainty as to why the female is lying in the road. All that is understood is that the female is in some form of emotional state and James Morrison is there to comfort her. A similar theme is shown in Radioheads music video of ‘Just’ which was released a while before James Morrison’s video in 1995. The Man in the video is found lying down on the pavement and those surrounding him claim he is ‘mad’. The subtitles used in this video further illustrate different audience interpretations as there is an uncertainty as to why he is lying down in the pavement. In both music videos the answer is not revealed at the end and the mystery is left for the audience to figure out on their own. I especially love the way endings are left untold as they could be lying on the floor for any reason. I therefore desire to use an untold ending in my music video as in my view I believe this has a greater impact to the video making it not only more memorable by audiences but also open to interpretations.

James Morrison- I Won't Let You Go

Radiohead-Just

Theories And My Music Video

Semiotics
In my music video I intend to involve semiotics. Similar to the black eyed pea’s video mentioned earlier on my blog signs will be prevalent throughout the video. In 'Mythologies' by Roland Barthes (1973) he discusses the semiology of the image. He breaks down semiology into three components, the signifier: the associations, the signified: the meaning behind the associations and the sign: the signifier and the signified together. Similarly Ferdinand de Suassure in his 'Course of general linguistics' (1916) first describes science of signs as semiology. Semiology is the deconstruction of the significance of images and words. There are three types of signs, iconic, indexical and symbolic. Iconic is where the sign looks like what it is representing. Different to this, there are indexical signs which have a direct connection with the object and then there are symbolic signs which show no direct connection between the two and the symbol is learnt by society. We intend to use a Barbie doll in our music video which is an iconic sign as it is representing. A Barbie doll symbolises an image of perfection and therefore we wanted to represent the girl that is meant to be coming to his house for a date as what he sees in his eyes as perfection. Additionally I intend to use a photograph of a girl which is another iconic sign as the picture represents a person and this sign looks like what it is meant to be. Furthermore, other semiotics will be involved in our music video, including a rose which is a symbolic sign that symbolises romance and also the use of a cake which is another symbolic sign which can have the connotations of comfort and affection.




Barbie Doll

A Barbie Doll is an iconic sign symbolising perfection. However a Barbie Doll also has other indexical elements such as beauty, a role model to young girls, a cherished toy and is often assocaited with the colour pink.

Using a Barbie doll in our music video will represent the beauty and perfection of the girl that the boy is about to go on a date with. Additionally, a Barbie doll is often a cherished toy and therefore we wanted to use a Barbie doll to illustrate that the girl is also someone that the boy cherishes. We will be using a red filter  in order to make the colour of the bedroom we are filming in look pink and have the connotations of a girl's bedroom.

Cake

Cake is a symbolic sign, symbolising comfort, affection, flirtatiousness and desert. Using a cake is symbolic of the boy’s gesture towards the girl. Cakes are often made as gift and therefore the symbolism of the cake that the boy has made illustrates his affection towards the girl. However the irony is that the girl doesn't even make it to desert as she never arrives!

 Rose

A rose is a symbolic sign, symbolising romance and love. Roses are often given to a partner as a romantic gesture and the rose is supposedly beautiful similar to whom it’s being given to.

A rose is typically given to a partner or someone of some relation as a gesture of love. For most, a rose represents romance and is seen as a form of flattery when received by a partner. Stereo-typically  a rose is associated and involved with dates to give as a present at the beginning of the date. We have decided to use a rose to symbolise romance and the gesture that the boy desires to begin the date with.

  

Photograph

Photographs are an iconic sign, as they look like what they are meant to be, usually representing a person. Using a photograph of the girl, shows we are able to present the image of the girl with her being omniscient from the scene. A photograph is an effective way to show memories and thoughts. It is evident that a photograph represents what it is meant to show, a person. We therefore decided that it would be vital to have a picture of the girl the boy is preparing to go on a date with, so that the audience could understand the relationship between the two characters.  

 Andrew Goodwin, In Dancing in the Distraction Factory (1992, Routledge) has identified what he considers as the main visual elements of music videos. His categories include that a music video must demonstrate genre characteristics. We will be demonstrating characteristic from the indie pop genre including conventions such as non commercial music, slightly alternative, lyrics are about world issues and real life problems, the use of a dark location and fast pace editing. Furthermore a music video must make frequent references to Scophillia (the notion of looking) for example screens within a screen ad some videos may include voyeuristic features of the female body. Goodwin, further claims that a music video should show a relationship between the lyrics and the visuals, whether this is illustrative, amplifying or disjuncture.  Our Video will show a relationship between the lyrics and the visuals by the use of disjuncture showing a slight separation to the lyrics at time.Often, inter-textual l references are made to films, TV programmes or other music videos. 

Andrew Goodwin further identifies the elements of a music video which are socially coded. Elements which are socially coded mean that an audience has learnt their interpretation through society. Goodwin theorizes social coding as personal imagery that the song can evoke and also images which are associated with the song through the lexical choice. The dolls throughout our narrative are a prime example of using social coding. For many people the Barbie dolls symbolizes an image of perfection but is also recognized by the audience as a child’s toy. The image off perfection is something that has been learnt through society and associated with a Barbie doll. 

Additionally, Andrew Goodwin has further discussed what he considers to be typical editing features for a music video. Some of his ideas include; lyrics often supplying verbal clues from the imagery in the video, colour is used to evoke a mood. We intend to use red filters, to convey an element of danger but also to represent a degree of youth in the young girl’s bedroom with the red filter appearing almost pink. One of our shots will involve using a blue filter over the red head light, shining it through the close glass door to portray an eerie mood. Additionally, Goodwin’s theory includes that conventionally most music videos will include a variety of effects to create speed through the use of fast editing and computerized effects. For our video we plan to speed up some of the shots, as an ellipsis of time and to also display to the audience that the boy has been preparing for his date for a long period of time. Lastly Goodwin states that many music videos include lighting to create dramatic effect. We will be using a red head light to focus on our main character. 

Sergei Eisenstein

Sergei Eisenstein inspired the form of montage editing. Montage editing involves Juxtaposing images during the editing process. He believed that montage editing could impact beyond individual images. He experimented with sequences of shots or even single frames being placed next to each other to convey a meaning. When editing my music video, I will be using montage editing to create an impact beyond the individual image. 

In regards to narrative structure, our music video will involve disjuncture as we will be adding a new meaning to the lyrics through our own visual interpretation. John Fiske, a media studies professor theorized semiotic democracy. Fiske discussed how rather than being 'passive couch potatoes that absorb information in an unmediated way, viewers actually are able to give their own interpreted meaning' which our video intends to stimulate. 

Genre?

Conventions for a music video can vary depending on the genre. Within each Genre there are different sub-genres with their own conventions too. I have looked at some music videos in order to analyse the different conventions which appear in each.

An example of a rock music video is Green Day- Nuclear Family. Green Day is an American rock band formed in 1987 and is still popular today!
Rock Music Video Conventions:
Often include dark lightening
Frequent shots covering the band playing instruments
If a narrative is involved, this may be intertwined with performance. The majority reflect a dark narrative to match the lyrics
Editing is fast paced, reflecting fast loud music

The Saturdays are an example of an English pop girl group. They began in 2007 and are still popular today. The Saturdays are my favourite girl group and I love the way they appear vibrant in their music videos which is a key convention of the genre. Their music video for 'Higher' is an excellent example of the conventions of a pop music video.
Pop Music Video Conventions
The majority are performance based, featuring the band lip- syncing
The video is often accompanied with dance moves
Pop artists usually wear mainstream clothing
Fast pace editing and upbeat in order to appeal to a young audience
Bright colours and frequent close ups to show the band as happy and cheerful
Many costume changes



Cee Lo Green is an American singer and song writer and the majority of his music is R&B based. His music video for 'Bright Lights Bigger City' is a prime example for demonstrating the key music video conventions for the R&B genre.
R&B Music Video Conventions
Often the  setting is a nightclub and/or a mansion
Use of dancers, with artist. Attractive women- references to the notion of looking
Similar to pop artists lip syncing is used
Lyrics have some relationship to the lyrics
Close ups of artist often shows off expensive items they are wearing such as their jewellery.




Bastille was formed in 2010 in South London, England. Their video for 'Flaws' is a great example in demonstrating the key conventions of indie music videos in the 21^st century.
Indie Music Video Conventions:
A mixture of narrative and performance
The band will often wear casual clothing
Colour of the video may vary depending on the lyrics and the tempo of the song.
More teeanage target auidence






 What is the genre for my music video?
'Dog is Dead’ is an indie pop band signed to Atlantic records. Within the band there is Robert Milton (vocals, guitar, bass guitar) Rob White (vocals, guitar)Joss Van Wilder (vocals, keyboards, guitar) Lawrence Cole (vocals, bass guitar) and Daniel Harvey (drums). The genre of our music video will therefore be echoing the genre of the band, indie pop. Indie music is mainly represent lyrics of social concerns and topics.

Working for an indie company has its advantages. Artists get the rights to their own music and have the option to do as they please with their music. An indie band would be signed to an indie company for the reason that they love your music and also believe in it. In regards to indie artists and companies a close personal relationship is often formed as they work one on with a representative. For indie bands, distribution is made easier with the growth of digital technologies. Indie artist have the opportunity to post their latest songs onto YouTube, Twitter, Facebook and other social networking sites, in order for others to view their music and videos. However there also disadvantages of being signed to an indie company. Often there is a lack of funds which therefore results in a smaller budget for recording production of physical disks, packaging and distribution costs.

Indie artists are free to create their own music without interference thus maintaining artistic control, rather than being led by business executives. As a result of digital purchasing, musicians have currently a good opportunity to compete with major labels.

In most indie pop music videos the song influences what is shown in the video. Additionally the dress code will reflect a particular mood which is evoked from the song. Other conventions of the indie pop genre include non- commercial music, slightly alternative, lyrics are about world issues and real life problems, dress sense with more vintage clothing, the band is shown throughout, a dark location and fast pace editing.

In my music video, we will be challenging some of the conventions of the genre by producing an all narrative music video. This is unusual to the indie pop genre as most indie pop music videos incorporate narrative with the band singing the song too.

We desire to include the conventions of the genre with fast pace editing and frequent quick cuts to keep to the pace of the song and also help us increase dramatic effect through quick shots. In addition we will be aiming our music video at a teenage target audience which is common to the genre. Our music video will also demonstrate real life problems as we are incorporating a theme about relationships however with a profound insight of the reality of expectations sometimes ending in disappointment.