Audience Research

Above is what my questionnaire looked like, with all the questions on show. Below are some of the results I received that have been analysed and put into graphs to show the data.

This question was a very important one from the questionnaire. With these answers it allows my group and I to narrow down to which age group we are targeting. By looking at the results the biggest age group is 16-20. This means we can begin to target a specific audience and research/plan what that specific age group looks for in a music video.

This question allowed us to look at what most people listen to and it is as we expected. The pop genre is the most popular but surprisingly the Alternative genre is the second highest with R+B. The Alternative genre targets a niche market, this could suggest that the Alternative genre is becoming more popular. This will help my group and I as it allows us to create a music video that aims at a wider audience.

This question directly relates to our music video. Most of the answers suggested that they preferred fast paced editing that cut on the beat, and this relates to our sub genre of Dance from the Alternative genre. This allows us (when we get to the editing stage of our music video) to make the cuts fast paced and on the beat to match the answers from this question.

What do you expect the costuming to look like?

This question relates to our music video and digi-pack we will create. The appearance of the band/artist is very important in a music video as it can build/create their iconography. The results show that they expect an Alternative Dance artist/band to wear normal clothing with a twist that creates their own persona.

Advertisement Research

Record Label Research

XL Recordings are an independent London based record label. They were established in 1989 from the label group called 'Beggars Banquet Records'. In 1989 they broke away and formed their own label, XL Recordings.

XL Recordings are known for representing a wide range of genres and artists. They represents artists such as; The Prodigy, Vampire Weekend, The XX, M.I.A and Dizzee Rascal. A subsidiary of XL Recordings is Young Turks who represents a possible artist my group and I might use, SBTRKT. They also represent Sampha and Jessie Ware (who have both worked with SBTRKT.)

XL Recordings are a perfect record label for my group and I. They represent a possible artist that we may use for our project - SBTRKT, they also represent a lot of artists that relate to our genre. They are also based in London and we need to have our music label based in England for our project.

679 Artists and its subsidiary 679MGMT is a record label based in London and was established in 2001. It was formed after a man named Nick Worthington left his role at XL Recordings. He made a deal with Warner Music to create a new record label and thus 679 was created. 679MGMT (management) was established in 2011.

679 (usually shortened to this instead of 679 Artists) tends to deal with a specific genre of music, and that genre is alternative/indie artists. They represent artists such as Marina and the Diamonds, Plan B and The Streets. This means this record label fits in perfectly with our project as we are making an Alternative Dance genre music video and they represent alternative artists.

Cherry Red Records is an independent, London based record label that was established in 1978. Cherry Red started as primarily a rock record label, but has slowly began to delve into the alternative genre. 

As they are a well established record label they help their artists get success through extensive advertising, which is what we need to do in our project. They represent more unknown artists such as Teenage Filmstars, Hazel O Connor and Linx. This record label seems a strong contender for my group and I as it aims at our genre and has strong connections with advertising, this will help our group loads.

I think the best record label out of these three for my group and I is XL Recordings. They are a small independent (meaning they represent low budget artists like we need to create for our project), they are based in London - which is in the criteria for our project, and they represent possible artists that we might use for our project. 

3 Album Covers from Genre

     'SBTRKT' - SBTRKT

His debut album 'SBTRKT' named after the artist himself was released in June 2011. The album depicts SBTRKT wearing a mask (as he does in all of his live performances) that has a main in a raincoat painted onto it. We never see who SBTRKT is and this ambiguous relationship between the viewer and the artist is intriguing. No title is written on the front cover and this is non-convetnial of an album cover. I assume as the album is named after himself, he expects the viewer to know what the album is called if he puts himself on the cover. The cover has a washed out effect, with colours saturated apart from the mask. This is typical of the Alternative Dance genre, but the mask breaks this convention.

 'Immersion' - Pendulum 

This album was released in May 2010 and was the third and final album from the band. The cover shows two people underwater in an almost magical scene. Weird underwater plant life and animals are shown on either side of the people, these plants and animals glow light that add a magical feel to the album cover. The fact that these two people are underwater and holding hands could symbolise the name of the album, they have become 'Immersed' underwater. The colours are vibrant and therefore breaks the typical convention of a washed out vintage look that most albums in the Alternative Dance genre have.

'Electra Heart' - Marina and the Diamonds

This album was released April 2012 and is the second album from the artist. Straight away we see that she is dressed very differently from the normal 'everyday' clothing and this fits into the genre instantly. The cover has a weird fuzzy/distorted look about it, almost making it look vintage but new at the same time, this is very typical of the Alternative Dance genre. The text is bold and catches our attention straight away. The album cover is very simple and this is a typical convention of the Alternative Dance genre.

Conventions of my Genre

Genre Research 2

SBTRKT - 'Hold On'

 Passion Pit - 'Little Secrets'

The XX - 'Islands'


This music video breaks the typical conventions of the Alternative Dance genre. The same 6-7 second dance is performed on a loop throughout the video. This is a weird experience for the viewer, however, every time the dance starts again, something will change in the video. Like the effort the dancers put in, the position of the band that are singing, the costuming of everyone in the video and the background of the video.



The band are dressed in all black, this is a typical convention of an Alternative Dance music video because they want to look original and try to be different. The same camera movement/angle is used throughout the video, this is a track out from a close up of the four people at the back, slowly tracks out to the band singing, then reaches the two people at the front then starts again. This repeating process of the music video is very original and hasn't been used before. The setting is in a black room with a big 'X' on the wall, stating the bands name 'The XX'. The blank room allows the viewer to focus on the dancers and the band performing the song as this process is repeated. When the camera tracks to the end it cuts very quickly back to the beginning and almost drags the viewer to watch the same scene again. Although the same shot is used throughout, the viewer doesn't experience viewer fatigue as slight changes happen in the shots. The band moves positions throughout and the dancers slowly begin to change the routine.



This is the final motif in the music video. It has changed drastically from the beginning one. Some of the dancers have left, the lights on the walls have turned off. The dance routine is nearly non existent and the background begins to burn. Only then does the music video change. The final woman thats dances is in slow motion, allowing the viewer again to focus on the dancing, rather than the non existent narrative.

 Pendulum - 'Watercolour'

This music video is very abstract and doesn't really have a narrative. Most of the shots are filled with the band playing instruments/singing, but some shots show weird looking planets, space, heavy rain and the audience that they are performing to. The video is primarily filled with a washed out pastel blue. The editing has been used to create a graphic match (see image 1 and 2). The first part of the music video everything is calm, the cuts happen off beat and shots don't change that much. But when the beat of the song begins to speed up as do the shots and what happens in the music video.

Heavy rain begins to fall and slow motion special FX is used to emphasise this. We get this euphoric feeling from the music and the video, this is a typical convention of the Alternative Dance genre. The blue colour of the miss en scene continues and we feel calm despite the beat being fast. We are bombarded with images of the crowd dancing in the rain and makes us want to dance (the main aim of the Alternative Dance genre). The costuming of the band is all black (again a typical convention of an Alternative Dance genre music video). The slight narrative begins to show - it seems they are playing to the weird looking planet which begins to release light (creating a very interesting composition). The video seems blurred and I think this was done so we get the euphoric feeling even more than we do normally. A variety of shot types and angles are used, but mainly close ups so we feel close to the music.

The colour then drastically changes from a pastel blue to a bright orange/yellow. This brightens the mood up and the music begins to increase in speed again. Light is shined into the camera to create a lens blur in most shots and this again adds to the euphoric feel of the music video and song. The performance is solid throughout the video and doesn't really focus on a narrative. We are positioned in the crowd in certain shots so we feel like we are a part of the performance and experience the atmosphere. This is a typical convention of this genre. In conclusion, this video is typical of that of a Alternative Dance music video. Its upbeat, the cuts happen often and we are bombarded with images of partying and laughing, the lighting is cleverly used and we get a feeling of euphoria when we listen to the song and watch the music video.

Baker - 'Not Gonna Wait'

Genre Research 1

This is my moodboard I created to show what our chosen genre 'looks' in music videos. I focused on Alternative Indie, Grace focused on Alternative Dance and Angel focused on Alternative Rock. After looking at our moodboards together, we have decided on our genre to be Alternative Dance. The research in the three different sections has given us a bigger insight into the genre, and most of the elements of Alternative Indie are in Alternative Dance.

The colours of their clothing seem neutral, none of them wear very vibrant colours that jump out at the viewer. They also seems to wear different clothing that is seen from the 'normal', for example, Marina and the Diamonds (second from top on the left) have a heart drawn under her eye, whilst wearing a grey wig with night clothing. This is seen as 'different' and this is what Alternative artists do, they can start a trend but they want to look different from the normal.

The music videos of these artists seem 'washed out'. The colours seem faded and they have a sepia tinge to them. This makes their music videos look 'vintage' and this is another example of the general 'look' to the genre of 'Alternative'. To link with the image, the album covers of the Alternative genre can vary. Most of them continue with this 'washed out' look, like the Bombay Bicycle Clubs album cover for 'A different kind of fix'. It is drawn and has been coloured in blue, but the colours look drained and vintage, which links with the music videos of the Alternative genre.

Possible tracks for Music Video

My group have decided we are going to make a music video for the 'Indie-Rock/Alternative' genre. We all researched a band and my band was Bombay Bicycle Club.

Their newest album - 'A Different Kind of Fix' has many potential tracks to use for our music video. They have a very alternative sound to them, and this album is perfect for my group. Some possible tracks include, 'Bad Timing', 'Your Eyes' and 'What you Want'.

Bombay Bicycle Club are a British band from London. This fits the criteria of our music video (artist has to be British). Island Records are their label, who distribute other artists such as Mariah Carey, Dappy and Bon Jovi, as well as other 'indie' artists such as Florence and the Machine, MIKA and McFly.

Carol Vernallis Theory

Andrew Goodwin Theory

Andrew Goodwin 'Dancing in the Distraction Factory, 1992' on Prezi

The Bordwell and Thompson Theory

Conventions of a Music Video

Low Budget Ideas

This is an example of a very professional looking low budget music video. The things that stand out are the lighting, the costuming and the locations.

The lighting is extremely effective against the black background and this could be used for our music video. It generally makes the composition well thought out and professional looking. These could be replicated using torches or spotlights that we could use from a different department in the school (a performing arts classroom).

The costuming is simple but they all look alike with slight differences, this fits with the band image they are trying to create (a boy band). This choice works perfectly and again creates a professional look to this music video. As the music video goes on they change costumes but again they are all similar, further adding to the band image they are creating.

The locations are creatively used to create a professional look. The simple black background allows us to focus on the band performing (because the majority of boy band music videos are not narrative based, but performance based). The shot of the stairs is another good location to use and easy to replicate for our music video, but doesn't fit in all genres of music, but works perfectly with theirs.

In conclusion multiple parts of this music video could be replicated in our music video and will help to make our music video look professional.

Analysis of Rock Video 3

Rockstar - Nickelback

This is an interesting change in the rock music video category. Instead of showing the band members miming, they have got people from all around the world and any age to mime the words to their song in front of a camera. This is an unconventional rock music video.

The gif above shows the first few mimers of the music video. The camera angle is always front on and this doesn't change throughout the music video. The fact that we have a young man, a young woman and an elderly woman could mean that they are trying to appeal to an audience of a wide age. The way it easily cuts between people miming creates an easy, nice flow to the music video. It also intrigues the viewer to see who else will appear in the music video.

This man is the only person in the music video who has the 'rock' look. His costuming shows him wearing a very long black leather trench coat, dark sunglasses and with what looks to be a black hat. This is a very 'rock' look and fits in with the genre of the music. To make it more gothic, there are skulls on the seat, walls and in one shot he holds a small golden skull. This creates a juxtaposition to the other people who perform in the music video.

Not only are random people in it, but celebrities are too. People like Gene Simmons (from the rock band KISS), Paul Teutul from the Orange County Choppers (massive, noisy motorbikes) and Nelly Furtado. These three celebrities have links/looks of a 'rockstar'. Gene Simmons is a rich artist himself so fits perfectly in the music video. Paul Teutul rides massive motorbikes and listens to heavy rock and Nelly Furtado has sung with rock artist too. This not only helps with the theme of 'rock' for the music video, but also endorses these celebrities for being the music video, creating synergy.

At the end of the music video the real band film their audience singing the song at them then shows them on stage. They are rockstars, which links with the name of the song. This sets the 'rock' theme in stone and is what a conventional rock music video looks like.

Analysis of Rock Video 2

Analysis of Rock Video 1

Evanescence - Bring me to Life

Narrative:

The narrative in Bring me to Life is about a woman (the lead singer of the band) who dreams that she must join with her band, but has to climb up the outside of the building to get to them. The narrative is easy to understand like it should be in a music video, as the viewer doesn't want to have to work hard to understand the narrative. 

Mise-en-scene:

The woman is very gothic looking, with heavy eye make-up (convention of a rock music video) and has an eyebrow piercing, which is usually linked with men. This shows that she is out of the ordinary and aggressive (another convention of a rock music video). Most of the scene are very dark, with low key lighting, and this sets the tone of the rock genre. 

Cinematography:

The shots are mainly long shots (when she is outside on the building) but close ups when sleeping. A particular shot is very creepy and this fits the rock genre. It shows a party which everyone is wearing clown masks. The viewer becomes so focused on the woman climbing up the building that they forget they are watching a rock music video (which usually shows something creepy or weird) and this reminds them.

Editing:

This music video shows some special effects; the woman climbing the building, the woman falling from the building etc. This shows that this music video may have had a higher budget then some other music videos. This music video uses continuity and montage editing throughout. Nothing but cuts are used to go between clips. I believe the clips may have been darkened to further emphasis the rock genre look of a music video.

Analysis of Pop Video 3

Glad you Came - The Wanted Analysis on Prezi

Analysis of Pop Video 2

Telephone by Lady Gaga (feat. Beyonce)

Telephone follows typical conventions of a pop music video; being narrative heavy, different locations of filming, a variety of outfits and of course the performance itself. Telephone has three many locations that it is filmed in; a prison, a car/truck and an old fashioned American diner. 

The narrative is that Lady Gaga has been arrested and is out into an all female prison. Someone keeps trying to contact Lady Gaga through the telephone but Gaga ignores it. Eventually she picks up the telephone and Beyonce bails her out of prison. They then go to an old fashioned American diner and kill everyone in the diner.

Prison Shots:

The opening shots set the scene for us, this music video is located in a prison. The title 'TELEPHONE' appears in a comic book type of font and this comic book feel is displayed throughout the music video, with transitions looking like comic book columns. In one shot we see a radio that is playing one of Lady Gaga's previous songs, the other people in the shot are dancing/working out to the song. When Lady Gaga picks up the telephone the song starts. 

We are cut to the prison hallway where Lady Gaga and some other women are dancing in unison down the hall to the song. This is very much a typical convention of a music video, with Lady Gaga miming the song and doing a dance routine. Various camera angles are cut to on the beat of the track and this gives doesn't give the audience viewer fatigue.

Lady Gaga's outfits changes 4 times in just this one location. The outfits are very bare and expose quite a lot of her body. This can be seen as a convention of a female pop music video, trying to attract male attention but also give the female audience confidence.

                                                             Car/Truck Shots:

Beyonce has just bailed Lady Gaga out of prison. This is the part where Beyonce sings. Despite being in a car/truck, a variety of camera angles keeps the scene exciting. The prison scene was very dull, with no colour but grey, but this scene has a vibrance of colour.

The comic book style stays in this scene, with 'woosh' sounds as the car moves on the road and the exaggerated engine sounds. The performance is here again and is very much a typical convention of a pop music video. 

                                               Old fashioned America diner shots:

This is the main section of the music video. They have arrived at the diner and plan to kill Beyonces boyfriend/fiancee, however, they end up killing everyone in the diner.

Lady Gaga is now in a chef outfit and is cooking the food. A funny editing stunt is used the show Lady Gaga is on a TV show called 'Poison TV' and she is using the 'Cook 'N' Kill' recipe. This adds to the comic book feel of the music video. More miming is done and a new dance routine is performed whilst making the food with the poison. 

When the food goes out everyone starts to die but in a funny way and this fits in perfectly well with the theme of the music video. Quick cuts around the room show everyone dying from shovelling pancakes into their mouths. Suddenly Lady Gaga and Beyonce are in skimpy USA flag outfit and are performing another new routine whilst performing. This again is very much a typical convention of a music video. A variety of camera angles are used on the beat and again prevents viewer fatigue. 

After this routine, a variety of shots show Lady Gaga and Beyonce running away from the scene in their car/truck and the news teams are swarming the diner. Different shots are cut in quick succession, showing random bodies, wheels spinning on the car, helicopters flying etc. The video ends with Lady Gaga and Beyonce driving into the sunset with a big 'TO BE CONTINUED' that appears, further and finally adding to the comic book feel which is original to a music video.

Analysis of Pop Video 1

The One That Got Away is a song performed by Katy Perry, who is very much a pop artist. This music video follows the conventions of a typical music video; it has performance of the artist and a clear narrative.




The narrative in this music video is performed very well. Katy Perry is looking back at her younger days (in this music video she is an old woman) and she looks at the love of her life. This gif shows one loving moment in the music video. The past shots look drained of colour, this could be to make it look old as it is in the past.

This effect shows the young version of Katy looking at her older self. The older Katy is singing the song (the narrative being she is reflecting on her life). This gif shows that this shot is much lighter and not faded, showing it is the present time and not the past anymore.

This is a typical moment in sad narrative pop songs. The singer will look into/near the camera, almost calling out for help to the viewer. The singer will sing the song as if they are talking to the viewer. The miss-en-scene is very dark as her 'love' in the music video is about to die, and this comes across in the lyrics and the look of this shot.



This extract shows an interesting piece of sound at the end of the music video. An old song plays as the young Katy Perry's boyfriend stands there. This shows a clear narrative and pop songs usually do have a very clear narrative. The way the song ends suddenly shows that her dreams are over. This is a sad narrative and is pulled off very well with the performance combined.


This music video is a typical pop song music video. It has a strong, clear narrative as well as very good performance. The editing makes it clear to the viewer what is going on. The drained film effect on some clips show that they are her memories, they are in the past, whereas the clear, bright clips are the ones in the present. The clothes ensure this makes sense, with the 'present' Katy Perry having been aged with make-up and special effects. Although most pop songs are cheerful and have a happy strong narrative, this song is sad but still has a strong narrative and therefore is a typical pop music video.