Theory 3 - Carol Vernallis BY JADE EMANS

Carol Vernallis Music Video Theory

Theory 2 - Andrew Goodwin BY EMMA HOLT

Goodwin produced a book called ‘Dancing in the Distraction Factory’ where he stated that the editing style is focused on three areas:
- Illustration

- Amplification
- Disjuncture

But it’s further split into the areas of looking at the lyrics, music and image of a band or artist.


Illustration.
Music – The shots always cut on the beat.
Lyrics – The images illustrate the literal meaning or feeling of the lyrics, mainly  just with the band singing and dancing.
Band Image - The band simply singing/dancing/playing instruments, usually dressed as would be expected to the genre.

"As you can see, artist Little Boots, from my genre is showing the style of illustration. Her image is basic and would be expected, also she is keeping it simple by playing an instrument she is confident with. Lastly, the shots are cut on the beat of the music".




Amplification.

Music – Shots cut on and off the beat, to emphasise certain features.

Lyrics – The images amplify the lyrics & create a specific narrative, could be used as certain things aren’t picked up from just reading the lyrics. 

Band Image – The band could take on fictional roles in the narrative.

"Ellie Goulding's Lights, shows Goodwin's theory of Amplification as there is the shot of the close-up, which is in slow motion and doesn't cut on the beat. Also, the viewer wouldn't expect Ellie to be so glamorous, taking on a fictional role, but still linked to her expected look for the genre". 


Disjuncture.
Music – Shots cut off the beat, can be a sign of a badly made music video, (but not always).

Lyrics – The images don’t relate to the lyrics that are used, sometimes used by bands who are already very well established, and who can afford to take the risk.

Band Image – The band/artist takes on an image that’s completely opposite of their expected image, e.g. Katy Perry in TGIF.

"Florence shows Goodwin's, disjuncture really well, because most of the shots are cut off the beat, as she is really well-known. Also, the audience wouldn't expect Florence to be dancing and have lots of make-up on, showing the complete opposite". 

Theory 1 - Bordwell and Thompson

Graphic
The transitions between each shot can be linked though the same ‘pictorial qualities’ like shape, patterns, and movement of light and can also cause abrupt cuts when contrasting qualities are used.
Graphic Match: this cut emphasises the relationship between the graphic similarities of the shots.
Graphic Continuity: this is when there centre of interest stays the same which helps establish a sense of continuity (and sometimes narrative).
Graphic Discontinuity: this is when contrasting colours and shapes are used in the following shot.



Spatial
This transition is how each shot relates to each other through its setting and location.
Continuity Editing: usually an establishing shot followed by a range of small range shots that are shown to be in the same location and time frame.
Kuleshoveffect: here there is no establishing shot but the audience assumes that it is the same time and location.
Cross Cutting: this is where separate places are being shown parallel to each other. Usually shows what is happening at different locations during the same time frame.

Temporal
This is when the time of the action in manipulated. It is usually done through flashbacks or flash forwards and can be used to create or answer questions. Ellipsis in time are often used which removes any boring activities which the audience would just assume they have done.
Empty frames: this shows the figure of interest moving out of the frame followed by them walking into an empty frame usually in a different location.
Cutaway: this shows a shot for a small amount of time of an event happening elsewhere.

Rhythmic
This is the duration of each shot in relation to the beat or tempo. It can create tension when the length is steadily increasing or excitement when it is becoming shorter. When a shot is cut on the beat it creates a smooth flow and when it is cut off the beat it usually feels abrupt and incomplete.

Analysing a CD 1

This album La Roux by the duo of the same name has a very effective album cover. This is the first proper album by from La Roux therefore the close up of the main artists face helps to sell the album whilst promoting  La Roux. Her hair is quite iconic and she is often recognised through it which is probably why her hair takes up a large proportion of the cover. I think the fact that she does not have any heavy eye make up on and a very natural colour on her lips is successful as it contrast with how she looks slightly fake which I think gives an unusual feel to the cover. The red background links with her hair as well as the style of the artist. Also red usually connotes passion which is a convention of this genre as the artists is usually shown to be passionate about their music.

The artist is looking away from the camera with a slight emotionless expression which could represent her individuality and independence. As the only thing apart from the text is the artists face it makes sure that the audience focuses on her and nothing else which is effective. The only text is the album/artist's name which is at the top of the cover. It is written in the font that La Roux uses for all their products which allows an audience to become familiar with it and recognise it easier making it more likely they would buy another of their products if they liked one. La Roux is written in white which stands out against the red and makes it eye catching and easy to read. 

Chosen genre video mood board

This will help me create a sucessful final product as I can see from this the conventions of my chosen genre.
Having a range of different artist shown together at the same time helps me to pick out the main things they have in common and aspects that we should probably include when creating a brand image.

Conventions of our chosen genre.

Indie-pop

The conventions of Indie music has changed over the years as it once meant independent music that doesn't belong to a major record company but now it is used in mainstream culture and this sub-genre is called indie-pop. Indie-pop is usually described as melodic and different to indie-rock as it is 'relatively angst free'.

The artist of this genre tend to focus more on their image and fashion then they do on their actual music, although they like to seem passionate about what they are performing. Their styles usually represent their independence and gives them a chance to prove that they are unique and not like anyone else.

Eliza Doolittle

The music videos for this genre seem to have a quirky edge to them whilst given of a girly feeling. This is done through a typical use of a range of bright colours like pinks and greens which is amplified by the bright lighting. Typically the lighting is unnatural but sometimes they use the sun to create the brightness which adds to the girly feeling. Although the females artist are shown to be independent and strong most of the time they still are shown to have a phantasmagorical body which is shown for sex appeal or for people to aspire to be like.

The editing of the music videos is often quick to create an excited tone to it and also during post-production effects are added to make is more interesting. The main convention I find in music videos for indie-pop music is that they all try to do something new that hasn't been done before and would be seen as unusual and clever.

Like the music videos the album art is also used to exaggerate the brand image of the artist. Usually the album art links in with the music video of one or more of the tracks that is featured on it. Often the font of the name of the artist has it's own logo which they use for most of their promotional products to link them all together and to make them recognisable. The albums are usually very colourful and eye-catching. There seems to be 2 types of albums, the first one being a shot of the artist face. This is usually their first or second album to help promote their image and style. After they become well known and have a fan base they usually change their album covers to drawings of some sort which are clever and interesting to look at.

Analysis of a music video from our chosen genre

Record Label Research BY JADE EMANS

Polydor is headquartered in London and is owned by Universal music group. However the record label was founded in Germany in 1946,the UK division of Polydor was not established until ten years later. This was a record label that found youth culture for the first time. In the early 1970s the main source of income for Polydor was Slade, a highly successful UK band.Later, in the late 1970s and early 1980s, the label was also home to The Jam and successful British glam rock act Sweet signed on in 1977. Although Polydor's American branch is defunct, Polydor remains one of the United Kingdom's strongest labels with artists such as; Take That, Girls Aloud, Cheryl Cole, La Roux, Duffy, Sophie Ellis-Bextor, The Saturdays, Alphabeat, S Club 7, S Club 8, Rachel Stevens, Ellie Goulding and Kate Nash.

Polydor records has its own website as a use of promotion, the website is composed in a way that would encourage people to listen to the artists that they have signed. They have seperate pages giving information of new releases, tour dates and their labels.

Analysing A Video Of My Genre BY JADE EMANS

Little Boots 'Remedy' music video is very similar to Ellie Goulding's 'Lights' which goes to show that the conventions seen in both of these are quite popular when it comes to creating a electro pop music video. The mise en scene is very similar, she appears in the same sort of location in a black room which is lit by bright lights. The lights in the previous video were multicoloured however these are white and gold giving off the impression that she is quite pure and innocent however they also bring a star-like, glamourous atmosphere. Throughout this video Little Boots remains in one costume however due to the fact that it is quite busy viewer fatigue is not a problem. The costume that she is in is interesting and slightly outrageous as it is not something you would see in high street fashion, this is effective as it makes the video exciting and unique. She is also seen playing the key board, which takes plays a major part in electro pop music. I think that showing an artist playing an instrument in their music video portrays their talent and skills making them a good role model to people that listen to their music and play instruments themselves. The use of smoke in this video creates an eeire, darker atmosphere however it also looks like a futuristic extra terrestrial scene.

The cinematography in this video portrays her as being vulnerable rather than powerful. The use of birds eye view shots look as if she is weaker however I think it also brings out a softer side to her strong image. It could also portray sex appeal as she is layed out on the floor in a slightly suggestive and provocative manor which would attract the male side of the audience. Although the high shot portrays a vulnerable look the fact that there is more than one of her could connote power and her growing success in the music industry. I like the close up that has been used on her eye, I think it brings a more serious tone to the video. The way in which her eye is looking into the camera gives a threatening feel, portraying she is not as innocent as it seems.

The editing plays a major part in this video, the screen grab shown above is a very creative the effect has multipyed the amount of mouths which may be putting emphasis on the fact that she is a talented singer. I think it is an effective shot to use when promoting the electro/indie pop genre as it is quite unusual and quirky, also interesting to look at.

Analysing A Video Of My Genre BY JADE EMANS

Ellie Goulding's 'Lights' music video is a good example to show the promotional techniques and conventions of our genre, electro pop. The mise en scene is just one of the aspects that makes this music video attractive to those within the electro pop audience. Unlike in pop genre music videos, electro pop music videos the artist tends to be seen playing instruments, in Ellie Gouldings case the tamborine and drums. Although there isn't location changes the several lighting effects makes the video more exciting and gives something different to look at. With the back ground being black the lighting also brings colour into the video, this is highly effective as it gives off a club atmosphere. It also ties in well with the song name and lyrics, as she is singing about lights possibly making her stronger. A section of the lyrics says, 'You show the lights that stop me turn to stone, you shine It when I'm alone and so I tell myself that I'll be strong.' Female solo artists that are of the Electro Pop genre are known to be highly confident independent women who are strong with high self esteem, Ellie Goulding's lyrics and performance show she is exactly this, she is full of energy and her movements are strong and powerful. I think this makes her a good role model to young girls who enjoy listening to her music. There are two costume changes throughout the video which helps to avoid viewer fatigue, her short black and white costumes portray slight sex appeal however she also looks quite glamourous and sophisticated compared to her previous videos where she is seen in duller more informal outfits. These costumes compliment the song and video as it is about feeling strong and good about yourself.

There is an interesting use of camera shots in this video, the cinematography creates a powerful, uplifting atmosphere. The first and fifth screen grabs I have chosen to put in my contact sheet show low angle shots that portray Ellie Goulding as having a high status whilst she is performing. The long shots are also quite creative, they show the multicoloured lighting that have been edited onto the video which makes it quite fun and lively. One of the most successful shots is my fourth screen grab that is taken from a low angle at the left, she is seen with her hands held high in the air looking strong and has a higher status than anyone else, this could represent her success in the music industry.

There is also a lot of computer editing used in this music video, there are special light effects and unusual coloured shapes and patterns rotating around her shown in my fourth and eighth screen grabs. I think this is something that adds to the electro pop genre. It is made to look quite robotic and futuristic which links in well with the use of lighting. Whislt this is going on the filming has been put into slow motion, adding to the electrical/mechanical feel.

Chosen Genre Analysis - Eliza Doolittle "Skinny Genes" BY EMMA HOLT

The cinematography in this quirky-pop video has a lot of beautifully composed shots where it gives off the artist’s unique performing side. Like throughout the video you can see in all the screen grabs that rule of thirds is largely used making the video more like a piece of artwork, allowing the viewer to appreciate the performance more. Also, in this video establishing shots are used, and (grab 4) is well composed because you get to see the whole location but I like how it is tilted off to the side, almost emphasising that Eliza is different from other artists and that she does stand out from the crowd. Close-ups are also used a lot in this music video, almost giving the performer lots of screen time as a promotional stunt for her to be recognised, so people will go out and buy her music. Overall, (grab 8) is beautifully composed as the performer is in the foreground while the backing dancers are in the background, putting more emphasis on her and showing that she is the main star. 
The performance throughout the video is always at a high, with Eliza lip-synching perfectly and presents herself as being confident in front of the camera with her unique style of voice making her more recognisable amongst the music industry. Also, to make her seem more random in the pop world, she has dancers but they are their selves, with one dressed as a clown doing his style of dancing, while there is a hula-Hooper (grab 10) showing off her skills and they all seem to be central within the screen, suggesting that not only is Eliza random and quirky but that idea also reflects out onto her extras in the music video.
Eliza doesn’t have many costume changes in the video, but at one point she puts on a blonde wig, and this almost confuses the audience and makes them want to watch on as they wonder why she has done and they want to see if it really is her performing. Also, I like how her band use people as their instruments, like (grab 2) the man is playing the woman as a keyboard reinforcing that the genre is quirky-pop and that very random things could happen in this video.
The style of editing in this is obviously continuity, and it shows Eliza through the stages of this party, and I feel that it gives it this original feel like everything about the video is basic and simple, but what’s in the frame makes it more random and quirky, leaving the audience interested in watching the video and seeing how she is very different from your usual pop-stars like Beyonce or Katy Perry.   

Chosen Genre Analysis - Marina & the Diamonds "Oh No" BY EMMA HOLT

The genre of music that I have looked at is “girly – pop” with a unique twist to the artists.

The cinematography in this music video is kept very basic and simple throughout, firstly it opens with a long shot (grab 1) of the singer, and in this shot you cant see anything but a red screen, and this works well because it leaves the viewer wondering what the music video will be about. From then on the video cuts through a number of shots, from close-ups to mid-shots making the video less boring and largely this helps avoid viewer fatigue. Also, there is a unique style of camera work in the music video, like (grab 9/10) is a birds-eye-view and that (grab 11) is a worms-eye-view, and I feel that this works well with the genre as it almost emphasises the quirkiness of the artist and that they like to stand out from the crowd through shot types.
The mise-en-scene plays a huge role in this genre of music as it helps towards making the artist seem more unique and quirky. Firstly, the colour scheme throughout is bright and bold with uses of reds, blues, pinks and yellows suggesting that Marina isn’t afraid to stand out from other artist, maybe allowing her to be more noticed in the music industry. The basic shot type allows the viewer to focus on the performers costume; throughout the video Marina changes her costume from a pink dress, to a dollar dress to a bright yellow sequined dress emphasising the fact that the genre of music is girly-pop with a touch of quirkiness and that she stands out from the crowd so the audience will be more interested when watching the video. The video has the same aspect as a usual pop video, with the female singer having a dance routine with backing dancers, but the dancing is more quirky and robot like linking largely to my chosen genre. Also, the locations are kept basic but have a large impact and link well to the genre, as they are always brightly coloured always drawing in the viewer to watch the video.
Editing in this video makes the video seem more unique as throughout there are edits of cartoon styles linking to the lyrics of the songs, for example in (grab 6) there are the bold words of “Oh No” and they are lyrics to do with the song, reinforcing the idea that Marina in crazy and like standing out from the crowd, allowing her to be more independent in her style of music. Lastly, the lip-synching is perfect throughout the video, making the performance more entertaining and emphasising the genre of music of quirky-pop.   

Genre Record Company - Island Records BY EMMA HOLT

 

Founder: Chris Blackwell

Founded: Jamaica, 1959

Location: New York
Parent Company: Universal Music Group
Distributors: Island Def Jam Motown, Island Records Group, Universal   Music Germany & Universal Music Australia
Genre: Focus on rock & pop
History: The company was in Jamaica but relocated to the UK in May 1962 and “Island” was the largest indie record label in history that had an influence on the British music scene in the early 1970s. Then, Blackwell sold the label to PloyGram in 1989, and they continued to market the brand, Blackwell was made CEO of PolyGram's Island Entertainment division. Immediately, PolyGram began expanding “Island's” reach through its global manufacture and distribution network, but the label was unfocused in the 1990s. Now “Island” records is under the Universal Music Group that’s resulted in releases that are marketed as being "on" any number of labels like historic brands of music groups, label groups, and different divisions of Universal Music. Artists: Bon Jovi, Brandon Flowers, Fall Out Boy, Florence and the Machine, Jessie J, Keane, The Killers, Ladyhawke, Mumford & Sons, Rizzle Kicks and Amy Winehouse. 
Promotional Material: Underneath is an image of examples of how Island Records reaches its audience and it's mainly in the form of technology, like the label has its own website where people are able to go and purchase the music, or see new updates about certain artists. Also, on the website the audience is able to buy gig tickets for their favourite artists. There are also pages on Facebook and Twitter, where the company can further reach their customers and give them exclusive updates about each of the record labels artists, and also they have their own personal Youtube page allowing the viewer to see new videos and updates about certain artists. However, looking at these forms of promotional materials, it seems that the way forward for audiences to gain information about their artists is on the internet, especially on social networking sites.   

Record Label

Parlophone is a German founded record label founded in 1896 (originally called Parlophon) however the British branch was formed in 1923. In the 1920s Parlophone was often associated with being the leading Jazz record label. Only 4 years after the British branched was formed it was bought by the Columbia Graphophone Company (EMI). George Martin became the manager in 1955 and went on to released The Beatles albums up to and including Sgt. Peppers Lonely Hearts Club Band which is widely seen to be one of the greatest albums of all time. After this The Beatles founded their own record label (Apple Records) but they still used Parlophone's catalogue numbers. 

Parlophone is still considered an important record label with notable artist like Kylie Minogue, Coldplay, and Eliza Doolittle. Parlophone reaches it target audiences by using social media sites such as Facebook, Twitter (which has over 17000 followers) and Tumblr, to post information whilst using YouTube to upload the music videos or their artist which help to promote themselves as well as the artists.

Analysis of chosen genre

La Roux - Quicksand

The actual shots throughout this video are fairly simple and then the things that make this video interesting are adding in post-production. The shots mainly consist of close-ups of the artist face as she lip syncs the song, this is a convention of this genre which focuses more on the artists individuality and talent than their body and sex appeal. The main colour scheme is purple and oranges due to the sunset backdrop in the background which. The colour and beach location makes the video seem exotic and tropical which suggest that it is some sort of holiday which give of a relaxing feel which is a convention of this genre. The dark lighting of the artist in the foreground which contrast with the brighter background creates sort of silhouette of the artist which is effective when she turns her head to the side as you can see the outline of her hair which is how she is usually recognised. 

This video also has many fade transitions which cause the clips to overlap creating a surreal tone. This is also exaggerated with the effects that have been editing in and the fake overtone to the video which is created using green screens. The costumes is quite unusual  which adds to the individuality of the artist however in this video her make up seems quite natural and not as heavy compared to her other videos which adds to the calmness and natural feel. 

This music video very much feels like a promotional video for the artist. This is due to amount of screen time she get and the majority of the shots being close ups. Due to the video being quite simplistic and the lack of a narrative the audience can focus on the artist and become familiar with what she looks like and her style. The lighting adds to her image as in some shots you can not see her clearly which adds mystery and poses questions to who she is and may want to audience to find more out about La Roux.

Analysis of chosen genre

Florence & The Machine - Rabbit Heart (Raise It Up)

This music video follows many of the typical features of our chosen genre whist also using features that the artist usually uses in most of her videos. Throughout the video the main type of shots are close ups which so the artist face which take up most of the frame showing her singing whilst looking passionate about her music. Being passionate about their music is a convention of this genre, also stereotypically the artists have their own unique style and Florence is no exception. The close ups on her face last quite a long time and are sometimes followed by a very slow fade into the next shot which causes the two shots to be overlapping creating a surreal feel to the video. It feels surreal as the audience is viewing two scenes together so the audience has to concentrate on what is happening. As close ups are used throughout the video it ensures that she is the main focus through out and that the audience should be watching her. This is also exaggerated through tracking shots that follow her while she is dancing and singing.

The props and costumes create what I believe to be a fairytale tone to the video. This is due to the pale colours (cream and green). The females in the video are all wearing frilly dresses that flow as they dance while the males are wearing top hats, and some form of uniform or suit. The choice of costume I think is quite unusual for this genre as the female artist stereotypically portrays herself to be a strong and independent woman and the choice of clothing creates a vulnerable feel towards the artist and the other females while the men seem stronger due to their costume. These costumes seem quite old fashioned and give of a slight hippy feeling and also suggest some sort of ceremony is taking place as they are a smart choice of costume. The artist is usually recognised due to her bright hair, and the soft and neutral colour scheme allows her hair to stand out.

The lighting throughout the video creates a very calm and peaceful feel to the video which contrasts with the sacrifice shown at the end which I think is effective. The lighting seems to be quite bright however it is very soft which adds to the fairytale and surreal feel to the video. I think the lighting is a big element that makes this video successful as they are effective is telling the story of what is happening in the video and how the audience should feel throughout it.

Assessment 16th September

Gemma,
WWW
Lots of variety in your choices of music video.Very insightful analysis and some excellent use of Media Language.Visual material is used effectively. The use of contact sheets show your ideas well.
I see you have made a very string start to the section on Genre. Well Done. Keep it up.
EBI
Lip Sync task?
If you can pace yourself I notice sometimes one post is really very detailed and then the next not as much so, e.g low budget video.If you can try to be more consistent that would showcase your skills more.

Overall; an excellent effort. JIN

Analysis of advert 1

Florence and the Machine-Lungs.

The main image of this advert is of the artist and this takes up the majority of it. This image is the same of as the it is advertising which allows the audience to become familiar with it and if they see it in a shop they may be more likely to buy it. The image it self shows the artist (who is a young, white, female) looking to her left and and down. I feel by doing this she gives a calm feel to the advert/cover which also follows the conventions of indie. As the artist is the main image on this advert it allows people who recognise her to be able to know what it is advertising but also allows people who do not know her to be able to become familiar with her in eventually be able to recognise her as this is an advert for the artist herself and the album. The background of the image being flowers, the green top gives of a natural tone to the advert but is contraindicated with the black nail varnish and her make up. The advert in split into three (the name of the artist, the image of the artist, and the information) this is affective as it follows the rule of thirds and makes it appealing to the eye. 

The lungs that are visible links with the album name and due to it being different more people may look at it but it also suggest that the artist has her own style. The costume she is wearing is loose around her arms which I think makes it look slightly like she has wings, this links with the theme of natural that is evident in the image. The image of the artist is a mid-shot which suggest that she is more recognisable by her face and hair then by her body, this is a convention of the indie genre and the artist a are recognised for their talent which comes from the upper parts of their body including their lungs (which is exaggerated here) and more often the heart (which shows their passion for the music they create). 

The information shown on the advert includes all the typical things an advert should. This includes the record label (at the bottom right). The name of the album 'lungs' is just below the main image which with make putting automatically look at it after they have looked at the image. The album name is a italic, serif font which makes it look more formal and I think professional. 'Lungs' is also the biggest text on the page with each letter in capitals and slightly spread out which makes it not only easy to read but also the first thing you read as well. All the text on this advert is white against a black background which makes it easy to read and also makes the text stand out. The rest of the information (minus the name of the artist) is in the same font as the album name but it is not in italics. This allows the audience to link the pieces of information together but still understand that the album name is the more important but of information. The bits of information at the bottom is all different sizes which suggest that different things are more important for the audience to know. There is also a website at the bottom which also gives of a professional vibe to it. 

The name of the artist is in a different font to the rest of the album which makes it stand out from the rest. The font that is used for it is the same font the artist always uses when referring herself. It is still the same colour as the rest of the text which links them all together. All the text is centrally aligned which creates a balance and equal feel to the advert.

I think the overall advert is very effective as it follows the conventions of the correct genre whilst providing all the relevant information.

CD cover analysis

Indie-Rock - Mood board

In The Sun

What went well:
I think our replica of In The Sun is well made as the choreography matches the original video along with the angle of most of the shots and the movement of the camera. I believe the costumes were a good copy and were very similar including detail like having the correct shade of blue scarf and costume changes where appropriate.

Even better if:
Some of the shots could have be re-shot due to them being wobbly or not having the exact timing of the original video. However this was mainly due to not having the correct equipment and having to use a chair instead of using professional tracking equipment. Also during the editing stages we could have spent more time ensuring that all the lip syncing parts were in time as a couple of times it comes out of time.