Monday, 13 December 2010

Music video story board





















My group and I have developed the first two pages of our music video to demonstrate the shot-by-shot narration of our video to give a visual for pre production. Each still  illustrates the camera angle and body language of the artist to aid in shooting our video in a organised and professional manner as well as gaging the overall concept and feel of our video, what audience demographic the aesthetic targets and what props and costume we will need.

Tuesday, 7 December 2010

Pre-Production

In preparation for shooting our music video we will draw up a story board including diverse camera shots,styling of the artist and basic music timing. This planning will aid us further in shooting in a organised and professional manner, and most importantly how to achieve the right look and feel of the video by planning sets, costume and the overall composition of the scene.

The storyboard is an important piece of communication between the group as it provides a common outline that everyone can work from in visualising the concept of the music video, and is a clear illustration of how the narrative will flow from one shot to the next as the audience watches the video.

Friday, 3 December 2010

Treatment for overall concept of my music video


THE OVERALL CONCEPT
“Oh No!” Marina and The Diamonds

The inclusive idea behind our video is to create and ironic juxtaposition of idealised fame and fortune with the hash reality of which life relays. The motifs of drugs, alcohol and money throughout or video shows materialistic obsession that ultimately drives people to commit their own self-destruction. We have chosen this song as it represents how the media has an overpowering and domineering hold over society today. The lyrics “I know exactly why I walk and talk like a machine” and “TV taught me how to feel, now real life has no appeal” expose how certain aspects of the 21st century media spectrum determine and heavily influence how people act. The character of which the artist plays emulates the ideologies of a stereotypical fame seeking, money-thirsty young and egotistical woman which is asynchronous with the images and shot which we will include in our video. We feel that this will be effective as the lyrics are fairly controversial. The powerful repetition of the lyrics “I just wanna change” is ambiguous as it could represent society wanted to change from a capitalised lifestyle or the ideology of someone with a constant desire to perfect themselves.

OPENING NARRATIVE


The video begins with a clock fast forwarding showing a saturday night which establishes the scene. Then a birds eye view of artist in a 360 degree spin/ dramatic zoom from long shot, mid shot and close up of artist's face. The artist is laying on the floor singing the lyrics "Don't do love, don't do friends". The location is minimalistic to create a focus on the the artist. We are introduced into the artist's material world. All sound in the video is non-diegetic.

Then the camera moves from mid shot to low angle of the artist to convey her status whilst singing the lyrics"I'm only after success". We will use motifs such as her holding champagne glasses to convey ideologies of modernised glamour.

After this lyric there is a distinguishable beat that is repeated four times. On each beat we will include four different images in the style of black and white, paparazzi shots to create a montage of contrast to juxtapose the previous shots, and expose the reality of the process of her self-destruction.

"Don't need a relationship, I'll never soften my grip" is shown in a variety of shots i.e mid shot to extreme close up focusing on styling that conveys sexual empowerment and authority. Artist pushing male away and clenching fist.

The next shot is a repetition of her stubbing out a cigarette. This is an edit repeated to create a montage but also foreshadows the next lyric "Don't want cash, don't want card" which symbolises her stubbing out the remainders of her old life - the person she no longer wants to be.

"Want it fast, want it hard" introduces the setting of the back of a car to depict the journey home from a night out in the back of a cab to represent the pace of her life. The artist dances and lunges around in the back seat of the cab, there is then an extreme close up of the artist's lips to connote danger, and to also portray the artist as an object of sexual desire.

"Don't need money, don't need fame" shows the artist in long/mid shot throwing a handful of money in the air. The camera slowly zooms out and shows the money falling to the ground - representative of her fall from fame.

The chorus of the song "I just wanna make a change, I just wanna change, I just wanna change, I just wanna change, I just wanna change, I just wanna change" is a series of closeup and extreme closeups of eye makeup smeared, taking drugs, drinking alcohol and changing outfits to present the spontaneity of her life.

"I know exactly what I want and who I wanna be, I know exactly why I walk and talk like a machine. I'm now becoming my own self-fulfilled prophecy. Oh, Oh no! Oh no! Oh No-oh!" Back in the scenery of the cab followed by a closeup of her red lips.

Monday, 29 November 2010

Editing and mise-en-scene inspiration Cheryl Cole -Fight for this love



I am particularly inspired by the editing techniques of this video for my final project. The use of different styling of the artist to connote the ideologies and symbolism in the different lyrics - for example the use of red to infer the danger in love, or the provocative clothing in the chorus ' we got the fight for this love' to portray sexual empowerment, works effectively in engaging the audience when no narrative is being shown. Additionally the performance of the artist is a style that I wish to incorporate and I think it dramatists the video and makes it more authentic and professional. The diverse close ups, mid and long shots portray the 3 dimensional nature of the character and the story being told though the narrative, which is technique I also wish to include.

Lip syncing final video



In this my group and I have incorporated a variety of editing styles to engage the reader and conventionally synchronise the lyrics and beat of the music with the times of editing. The diverse angle of shots keeps the video interesting when their is no narrative visually being played out, this keeps direct focus on the artist and actual music and conformers to a stereotypical 'pop' song video style.In one of the shots the lighting is impaired due to unplanned setting for that particular shot which has taught us to prepare to mise-en-scene for our final video taking into consideration every aspect, including lighting.

Monday, 22 November 2010

Evaluating working on Final cut

When editing our lip syncing footage we used the software to implement conventions of a music video effectively, such a cutting a variety of angles to the beat of the music and lyrics to create continuity in the aesthetic, and also to synchronise visuals with the audio. From his iv learnt how to time a sound track with the video footage correctly and appealingly in practise preparation for a our final music video.

Problems we overcame included missing footage which we had to re film - this taught us to plan ahead the clips we wanted to film, and shoot them from a variety different angle to jump cut between them to keep the shots diverse and interesting. Additionally we found one of our shots was too bright due to poor lighting conditions, another mise-en-scene factor we will carefully plan before filming in future.

Finally I believe using this software has enabled me to add effects using the variety of tools in final cut such as transitions to keep the video fluid and authentic and also fade ins which made the videos overall image more professional.

Monday, 15 November 2010

Evaluating the lipsync activity

From this task i have concluded that the extensive planning when shooting a variety of shots for a music is essential as no preparation can lead to time wasting when filming shots, and unprofessional looking images. When constructing our final video I have learnt that a story board should be drawn out to give a visual clear guide of what is going to be shot and allowing timing for each frame to be estimated. Also costume and mise-en-scene should be planned pre production to eliminate poor styling and setting, and give an over all authentic aesthetic.

Wednesday, 10 November 2010

Style image collage and analysis - Lady gaga


For this analysis I focused on the modern, current female artist Lady gaga, who emulates a controversial, challenging and provocative style to increase publicity to her brand, and to personify not only her take of fashion but her political and social views. Her fashion style is globally know as innovative, modern and shocking and is a huge factor of her pr success.Her name in its self 'Lady Gaga' portrays her over branded image, her alter-ego which is detached from Stefanie, as the artists façade plays out hyperbolic character though fashion. Lady gaga is not just a musician, but a icon which the audience is mesmerised by due to her outrageous clothing and actions.However, she was not always like this, her initial image was actually reasonably mainstream and glamorous, juxtaposing her now anti mainstream style, in her first videos just dance and poker face her ascetic echoes the idealised American artist with conventions such as- long blonde hair, sexy, fun and conventionally pop - 


nothing shocking or offensive, as she understood the need to build  a loyal fan base in a broader demographic before she began to test and challenged conventions. Intern when her success, popularity and sales increased,so did the diverse and scandalous concept of her image and videos, used to portray her ideologies.
She uses her style as an outlet to challenges her views such as war and religion in a litigious way in order to gain publicity, increase her unique image and create a trade mark of outrageous outfits and concepts notoriously recognised, which ultimately over powers her music.

Moreover Lady gaga also gains stylistic influences from other successful female artist such as the cone bra motif first seen by Madonna, to portray to her audience her sexual empowerment, feminism and anti mainstream philosophy.all of which thus increases audience interest as they begin to identity and idealise her.

The Gaga brand expanses way beyond music, she also has her own range of head phones, sunglasses, designers begging to have they creations shown on her on the red carpet, millions of loyal twitter following, a 'little monsters' cult, creating a emotional attachment with the artist. Due to her dramatic personal, the audience uses her as escapism method, intern buying into her brand, and making her money.This research will aid my group and I to create our artists image carefully, considering that what they wear not only portray personality, but ideologies, cultural views and character identification which if done effectively aids in a engineering a successful artist. 

Tuesday, 9 November 2010

Lipsyncing activity

For are lipsyncing activity which will enable us to be prepared for are finally music video course work we have chosen 'Spice Girls- wannabee' due to the simplistic nature of the lyric's in conjunction with the upbeat tempo and feel of the music which will allow us to creatively shoot a variety of shots effectively and professionally.
By completing this task we will learn how to over come problems when filming and engage in practising with the editing software.

Thursday, 4 November 2010

Further album cover analysis

The atheistic of this conver connotes a glamorous, contemporary commercialised ideology. This is personified though the classy fluid writing, and trending styling of the artist. The use of expensive accessory's such a the leopard print louboutins conveys wealth, sexuality and the idealised life style. Additionally her highly dramatic, posed body language signifies images of fashion and echoes a capitalist, materialistic life style appealing to a audience demographic that is conventional of aspiring to a celebrity lifestyle. However the image is blurred, which might express that this perception of the artist is not as it appears, and that what is perceived in the media may not express the trust of the artist and her music, symbolised by the album name 'messy little raindrops' which connotes the tears of pain she may have shed and is channeling in her album, or may convey the concept that when raining everything become unclear, and that the drama of her famously life cause a storm in her mentality. Moreover this cover may portray more than immediately suggested, for example her nonsexual relaxed masculine pose is unconventional of a pop artists cover, which may portray that she wants to be seen more than a sex symbol. The predominate colours are extremely vibrant conveying the upbeat, pop genre of her music synchronises with her groomed, perfect appearance of the artist who aims to associate her glamorous image with her brand and music as a whole.

Analysis of album art




This contravercial Rhianna album cover emulates completely the rock, edgy genre she wants to transform from pop into. The razorblade and blood like text connotes horror, which may symbolise the horror of her life, or society in her music. Additionally the connection with death in this font type may

represent the death of her mainstream pop image. which she has transformed from. The physical image of Rhianna coincides with the over aesthetic, her naked body covered in barbed wire is extremely sexual and provocative portraying her unconventional ideologies and music. Further more the image connotes the idea that she is chained or draped in her life and her music is an outlet for this, also reaches out to her audience who might feel the same.
The title of the album ' Russian roulette' connotes with ultimatums of life and death, living of the edge and a gambling mentality, this may appeal to her audience as she is a sexually empowered woman that task ricks not just in life but in her music, innovativly becoming anti mainstream to convey her individuality. The colour scheme, red black and white is simple but powerful and striking, personifying her character and music.

Tuesday, 2 November 2010

Further video inspiration

MARINA AND THE DIMONDA - IM NOT A ROBOT
http://www.youtube.com/watch?v=S_oMD6-6q5Y

I found the simplicity of this video incredibly powerful, due to the uncomplicated, raw and edgy shots that are kept down to a mere 4 different locations, I believe that although critics may argue is too one-dimensional for the mainstream action filled videos of today's music culture, by keeping it so simple it allows the audience to focus of the on the lyrics and the anti consumerist ideals that the artist is trying to portrays. The different looks created only by hair and makeup give the video a dramatic feel without being too hyperbolic and conveys desire for more individuality shown though the lyrics 'im not a robot' to be echoed in her video and editing style which rejects stereotypically extremely busy video's which may distract audiences from the values and concepts the artist is trying to portray. I believe by taking inspiration from this simplified style could not only aid my video in focusing on getting the the artists aesthetic looking professional, but also by limiting locations, one limits the risk of the video being over complicated, confusing and unauthentic.Additionally I think the symbolism her styling, for example when singing the lyrics 'im vulnerable' the arist is shot complity natural and makeup free juxtaposing previous heavy makeup,to symbolise her innocent in compassion to consumer obsessive wannabes. This also a effective way of conveys the songs ideologies, as well as the overall image of the artists brand.

Inspiration for a music video



Iv took inspiration from the editing style of this video as it presents an innovation cutting and editing technique. The combined fast cut still's aid in emphasis to the glamours aesthetic of the the song and the narrative portrayed in the video, additionally the black and white contrast images juxtapose the synchronous of the video, which show the character close and extreme close up in a 'paparazzi' style shot highlights the celebrity , fame obsessed and materialistic ideals echoed in the song. I think this fast tempo method of editing still images which convey the narrative in the lyrics would be effective in my final video as is a unique way of drawing the audience into the story line expressed in the song, as well as corresponding creatively with the beat of the music.

Further more the 360 degree camera shot at the start of the video gives the shot a serial feeling, which may symbolise what one feeling like when at the high of fame, or in the 'flashing lights' conveyed in the chorus. I think this method of using alternative aspects of the video - such a a camera movement- to convey the ideologies is also inspiring.

Marketing strategies for a fake artist

Monday, 18 October 2010

Analysing Ladys Gaga's marketing stratagies

Lady Gagas fame has risen astronomically with the past 2 years, becoming one of the most famous female artists in the 21st century, topping charts and recognised as an icon globally, her success is all down to a unique, innovative a forward thinking marketing stagy that directly targets the audiences of today, manipulating technology and the press to dramatically increase publicity and develop a loyal dedicated fan base. There are a variety of different factors impacting her PR strategies but for the majority the internet is at the heart of her achievement.
By recognising the phenomena that is the power of the web, Gaga ladys Twitter, Facebook and Myspace pages allows her to bond with the fans directly, allowing them a deep insight into her life, furthering the fan-artist connection. Lady Gaga is on Facebook and she tweets every time she gets the chance, by making it about her fans, her appreciation to them, their problems and what they need it shows her dedication and appreciation to them only makes sense to care about those who make you who you are as her fans make her millions and win her the prestigious awards that have made her into a worldwide star. By interacting with them, listening to them and finding out what they need is not just a good PR move which enables one to , without charge,  promote new material, but allows her to upload photos, talk to fans and give constant access  to her thoughts and feelings, which takes her away from the unoriginal, mass marketed and extremely comerical artist of the past which seem unreachable and too branded, where as Lady gaga comes across as unique, pioneering and caring towards fans, broadening the demographic of her audience.
Additionally lady Gaga does a lot for her fans. She has her own person name for them, “Little Monsters”, and has as tattoo to show her appreciation, which is now copied by her fans who want to show their deep admiration for the music star, personifying the community of her fans bases, echoes with the use of social networking sites. For example tweets like these that go out to her thousands of followers conveys her dedication, and encourages fans to support her , buy her music, pay for concert tickets, give customer reviews, taking surveys, offering feedback, and testing new products. All this leads to extremely valuable information for future development ideas and inter make her a lot of money.


















The power of you tube is also predominantly in the her marketing plan. Lady Gaga's music video for Bad Romance holds the top spot for the most viewed music video ever at 180 million views and counting. She realised the full video for free, to engage new as well as currant audiences which response greatly to music on the internet as its easy access at all times. This portrays Gaga as not afraid to embrace the digital revolution and is using online tactics for a net-savvy generation, even to the extent of foregoing immediate profit which in the long term strengths her image, and brand.
Furthermore, her website opening page is a letter written by her express her strong political views on war, this involvement in such a controversial issue shows Gaga  and her brand as unshallow, politically intelligent, passionate and caring, such a PR stunt also gages interest in the issue and the artist and publicity for her. Moreover extreme fashion statements such as the meat suit she war to the VMAs allowed her to be posted on fashion blogs and though out the internet sparking debates in the media, and thus again, broadening the market she reaches out to, and increase fanbases.




Thursday, 14 October 2010

Representation of gender in the music video Love the way you lie – by Eminem and Rihanna

Representation of gender in the music video Love the way you lie – by Eminem and Rihanna
Throughout this video gender definitions and juxtapositions are conveyed at every level, predominantly one can see that status is convey through vocals, Rihanna sings which connotes femininity and Eminem raps, a very masculine dominate expression, which is echoed as he is also dictatorial with in both the video and lyrics. There is extreme resonance and motifs of violence portrayed by a combination of lyrics, narrative and combination of stills and images. The take on violence can be seen to be ambiguous as on the one hand it can represent the destructive, painful and dangerous symbolism in fire and intern an abusive relationship, show by the image of the female character ‘playing with fire’ at the start of the video which foreshadows the negative events in the narrative, Additionally fire much like violence can be addictive and empowering. However contradictory to this it can also represent sexuality and the intensity of love, which is portrayed by the oxymoronic shot in the narrative which stars Megan Fox a notoriously sexual icon, for example a shot of the male character pushing the woman against a wall and proceeding to punch it is followed by the same angle and shot but instead they kiss passionately – which intern may glamourize violence, and play on the marketing technique that sex and violence sell.
The chorus of the song ‘just gonna stand there and watch me burn, well that all right because I like the way the way it hurts’ is also very ambiguous, on the once hand it could be a sarcastic social commentary on the passive nature of women in relationships, and there tolerance of violence and abuse due to male status though out the ages ‘ that’s all right because I love the way you lie’ may echo this theme of male deception and manipulation, although alternatively this could convey the ideal that this may keep the relationship Interesting, prolong the passion and the interlinked combination of sex and violence that is conventional in 21st century media.
Eminem begins his rape with a semantic field of male testosterone and adrenaline, using vocabulary such as ‘knife’ ‘fight’ ‘drunk’ and ‘hate’ to establish his status and confrontational state of mind. Conversely in the mist of these ideas is that of love and oxymoronic phrases such as ‘wrong feels right’ portraying to the audience the complexity of love and that maybe this sexual and power authority is necessary’s to express the intensity of his love convey by the line ‘have you ever love somebody so much you can barely breath’ this line portrays the diverse way that men and women express love and poses a rhetorical question to the audience; to judge not only the actions of the characters but also those in the audiences own lives. The line ‘ I’m superman with the wind in his back, she’s Lois lane’ gives cultural context to the song expressing the desire to conform to the Hollywood,  romantic ideal of love in which the man is a powerful hero  but the violence and anger overcomes this and reduced them to an abusive relationship.
Sexual connotations and innuendos are seen through the provocative costume of both Rihanna and Megan fox, conforming to conventions that woman are sexual objects and possessions in the eyes of men and the media, implied by Rihanna’s small amount of lyrics and her dancing around for the pleasure of the men, reducing her to a submissive symbol in the video. However toward the end of the song the tone changes and the audience get an idea that it’s a combination of both male and female that are exuding violence, this is shown by the repetition of the inclusive pronoun ‘we’ and lines such as ‘but your tempers just as bad as mine, you’re the same as me’ and ‘maybe that’s what happens when a tornado meets a volcano’ depicting the power struggle woman in western and modern culture still face even after the feminist era.
An alternative interpretation may be that this music video portrays an unstereotypical view that the anger show in lyrics and image is merely threats and reveals male weakness, embodied by the male character. The facade of anger may express men’s incapability to express loving emotions due to the desire to conform to the strong powerful unemotional stereotypes. To compensate this they express their intense emotion through rage, which despite on the surface may be viewed as derogatory to woman, behind the egotistical male façade is an emotionally sustaining reaction as it is still a high of emotions – for example the asynchronous shot of violence followed by the giving of a teddy bear contrast in emotions so much which is overwhelming, drug like, and addictive. This narrative may represent why men and women find it hard to leave a relationship due to the fear of abandonment, or emotional neglect.
To conclude I believe that this video controversially depicts the destructive nature of men and women’s relationships in the 21st century, as their the desire to conform to conform to society values increases so does to repression, anger and violence resulting in the idealist notion of love being replace with sex, manipulation and lies.




Yasmine Sinclair Music VideoBlog
I am a Media Studies student from Westhatch high school, and in my blog I will produce a music video and demonstrate inspirations and ideas behind it. Predominately I will look into the music industry in great dept in order to understand and convey connections, symbolism and postmodern ideologies that are every present in thee 21st century.