Coursework Summer Project 2022: Blog Tasks :)

Research: music videos and music promos

You need to write a 150-word close-textual analysis of selected videos that will inform your production work. The music video videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below). For promos, we've suggested a few options but if you can find your own examples you are welcome to study those. Focus more on interviews, cutaways, structure and graphics/brand identity for the promos. 

Music videos: 

Music Video 1: Narrative

1) How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video?

In this music video, the female lead played by Taylor Swift begins the story of how she met a man who is seemingly perfect at the start. This is reflected by the luxurious setting in which the music video takes place alongside the fancy clothing worn by her and the man. They are seen taking part in activities together such as eating dinner together, dancing in a ballroom, riding their bikes around the house and walking their dogs. She then carves their names into a tree but in the following scene, she is laying on his lap while he pays her no mind and uses his phone instead. A linear narrative is portrayed through this music video through the parallel sound that narrates the story of their relationship as it progresses and goes downhill. By the middle of the music video, she is arguing with him and the line “screaming, crying, perfect storms” is sung while she is yelling at him. After the argument, she is shown destroying his belongings by dropping his phone in the pool, cutting up a portrait that she painted of him, cutting up his clothes and burning the rest and destroying his car with a golf club. Todorov’s theory of equilibrium can be applied where the equilibrium is the female lead getting into a relationship with a seemingly perfect man. The disequilibrium is when he is caught cheating on her. The new equilibrium is when she gets revenge by destroying all of his belongings to make herself feel better. 

Music Video 2: Technical codes (camerawork, mise-en-scene, editing)

1) What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music. Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this. For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience? 

This music video starts off with a steadicam and the camera remains still in one spot and when the camera does begin moving, the movement is relatively slow. Once the beat of the song picks up, the camera begins tilting and panning but still in a relatively slow manner. As she is being injected, the camera movement becomes still again but then does a slow zoom on her face in order for the audience to see the effects of what she was drugged with. There is a lack of consistency in the camera movement throughout the video which perhaps reflects the inconsistency of her state of mind. A slow Dutch tilt takes place about half-way through the video before returning to the steadicam. A dolly shot takes place as she walks down the corridor but then returns to being stationary. This is however changed when a 360 degree tilt takes place which is when the camera movement becomes more erratic and becomes handheld which is apparent due to the visible shaking of the camera- this increasingly erratic movement of the camera successfully mirrors the increased feeling of anxiety that is being felt and portrayed. The tilt at the end of the music video portrays the idea that her overthinking never got closure and she remained in a constant state of confusion and thinking. With regards to editing, this video starts off with very slow paced editing where each scene is around 10 seconds each. However, the pace of editing increases as the beat of the song increases. This faster pace of editing matched with the constant flickering of the lights paired with the eerie music presents a strong feeling of anxiety. There is no storyline in the music video and the same locations are repeatedly used in order to reflect that she is overthinking specific things and cannot move on from them. She is trapped in a cycle of anxiety that cannot be stopped despite the “medication” she was injected with and the multiple hands trying to silence her- there is no closure or cure to the way she is feeling. She starts off by wearing a completely white outfit which has connotations of purity and innocence but the hands rip her shirt in order to inject her which presents the idea that she was a pure and clean canvas that was ruined by her mental state and the effects of it. 

Music Video 3: Conventions

1) Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example?

This music video is highly applicable to Goodwin’s music convention theory- the first convention from Goodwin’s theory that can be applied to this music video is the link between visuals and lyrics. The song is titled “Remember The Time” and it takes place in Ancient Egypt where Michael Jackson is singing to an Egyptian Goddess which is reflective of his reminiscent attitude. Genre characteristics also take place in this song as this song has been classified as a dance pop genre and there is a two-minute long dance break at 6:30 to reflect this genre. The notion of looking could also be applied to this music video because it looks like Michael is singing to the audience at one angle but when the angle moves, we can see that he is singing to the woman in front of him. Other than that, there doesn’t seem to be much eye contact with the camera and the rest of the eye contact in the music video is between the characters. There is definitely an element of female objectification through the use of costume. The women are wearing outfits which make their breasts the focus due to the gold coloured bras they’re wearing and this attracts the male gaze (Mulvey’s theory). Goodwin suggests that music videos are either performance, narrative or concept based but this music video is a hybrid of performance and narrative. There is a short story at the start of the music video that sets the scene for what the music video is about which leads into the narrative of the music video which is about how he is reminiscing about when he loved a woman who was very special to him. However, there were also performance elements where he is singing and dancing which presents this as a hybrid of performance and narrative. 

Music promos: 

Music Promo 1: Frank Palangi - Artist Promo - No Plan B

1) How does this video use mise-en-scene to create meanings for the audience? Look for settings/locations, cutaways, use of colour/black and white, lighting and costume:

The mention of the studio is then followed by him setting up in the studio which is also then done again when he mentions wanting to get the instruments he saw in movies which is the followed by a shot of him walking into a guitar shop and taking a look at the guitar straps and instruments. A range of different lighting and colours have been used in order to draw attention. At the start, the artist is in black and white which is then followed by some buildings in natural light and then in a studio with purple lights. The camerawork used for the interview is handheld as you can see the camera moving. There were also a lot of close-ups of Palangi playing drums, guitar and singing in front of a microphone to show off his talent in detail. 

Music Promo 2: Bel Thomson Artist Promo Video

1) Focus on the content here: what camera shots are used? What topics are covered in the interview? What other interviews are included aside from the artist herself? How are graphics or text-on-screen used? 

For the interview element, the camera shots are medium close-ups and with occasional close-ups of her hands on the piano which links to the story about a condition she has that causes her hands to swell. Different songs by Bel Thomson are being played in the background of the interviews which is a subtle promotion to her music. She discusses the way her music career came to be and the struggles she encountered in her teenage years. The graphics on screen summarise the topic of the interview as well as introducing Paul in an easily communicated way to the audience

Music Promo 3: SBTV interview with Slaughterhouse

1) This is more an interview than a promo but contains many of the conventions we will want to use. How does the video begin? What questions are covered in the interview? How does the video incorporate live performance/music video elements? 

This video begins with audio taken from a concert which introduces the group to the audience by saying there isn't a group in the rap game that can out-rap Slaughterhouse which introduces their talent before even hearing their work. The interview discusses the way in which the group came together and the way they interact with their fans as well as their individual experience in terms of rapping and their relationship each other. The framing makes it so that the whole group is captured at the same time until one person is speaking and then there is a close-up of them to draw in focus to them 

Planning: music promo script and treatment

In many ways, a music promo is a mix between an advert, a documentary and a music video. In order to produce this, you'll need to write a script but you should also plan to write a music video treatment too. A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief. 

You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks. 

1) For this aspect of your summer project, write a combination script/treatment that will tell a reader what your three-minute promo will be made up of.

• First 10 seconds: Artist introduces themselves and their brand 
• 10secs-30secs: 20 second music video clip to "Hard Times" by Paramore which takes place in the artist's bedroom 
• 30secs-55min: Behind the scenes of the "Hard Times" music video in the artist's bedroom 
• 55sec-1min40secs: 45 second interview where the question is presented on the screen with a font that matches the artist's genre rather than spoken out loud by the interviewer  
• 1min40secs-2min: Another 20 second music video clip to "Rose-Coloured Boy" by Paramore in Shoreditch with the graffiti visible 
• 2min-2min25sec: The making of the "Rose-Coloured Boy" music video 
• 2min25sec-2min40sec: Artist going through her phone and her apps showing the places where she interacts with her fans 
• 2min40-sec-3min: Playing with her cat while talking to the camera about the way she came to fame 

Statement of Intent

The original AQA brief is here: NEA Student Booklet - brief 3. We also strongly recommend you look at our Statement of Intent 2023 questions to consider document too (you'll need to log in with your Greenford Google account to read this).

1) Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.

Introduction: 

- My artist is called Dee which is a nickname and this allows the audience to establish a personal relationship with her (Blumler and Katz Uses and Gratifications theory). Her aesthetic is that of the alternative/indie band Paramore 

- Her aesthetic is like that of the alternative/indie band Paramore 

- The source of the songs that I am using are from a variety of albums from Paramore which I believe match the artist’s aesthetic the best 

Media Language: 

- I aim to meet brief three by ensuring multiple shooting locations as well as using a range of camera shots, angles and movement in order to establish the locations and representations. I plan to use a bedroom scene for interviews and Shoreditch for music video elements as that matches her aesthetic

- I will include close-ups of the artist and handheld camera shots 

- The diegetic sound will take place during the interviews and behind the scenes content 

- The non-diegetic sound will take place for the soundtrack playing in the background 

- The songs that Paramore produce are relatively fast paced so I will match the editing with the speed of the song- the faster paced songs will have faster editing than the slower paced songs. The first song I plan to use is “Decode” which has a relatively fast paced beat which means that I must ensure fast editing to match the song 

- The costume for my artist will be colourful due to the colourful nature of her aesthetic so the costume will likely be clothing that matches her red hair or clothing that is typically seen as "indie" style clothing in order to represent her genre 

- Much of the lighting I use for the video will be coloured which is simply due to the aesthetic of the artist where dull lighting does not match her aesthetic 

Media Representations: 

- Arguably my music videos will reinforce Judith Butler’s idea that gender is a performance due to the performance given by the female artist  

- My artist is not a political performer so there is no need for the subversion of Goodwin’s music video conventions because there is not a particular message she is trying to convey through her music 

- For the print adverts, it can be said that Laura Mulvey’s male gaze theory is being subverted because the target audience for my artist is a female audience so the male gaze theory cannot be applied because she is not being sexualised for the pleasure of a male audience  

Media Audiences: 

- The target audience for my artist is a teenage female audience that aspire to be like my artist and look up to her as a role model 

- The psychographics for my artist are the aspirers who place emphasis on image, appearance, charisma, persona and fashion 

- Blumler & Katz Uses and Gratifications theory can be applied for personal identity due to the relatable aesthetic and the popularity of the location 

Media Industries and Digital Convergence: 

- My artist will have a very strong social media presence where she interacts with her fans and posts TikToks with her music and makes tweets to promote her music 

- She will be an independent artist because she wants to inspire young people that they can achieve their goals without goals that seem unattainable (like getting signed to a record company)

Ignite presentation

Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:

• Your music promo video and print advert concept: artist, genre, songs, interviews, narrative/performance/effects, photoshoot, branding etc

• Media language: how you will use music promo video conventions and print advert conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience

• Media representations: how you will use or subvert stereotypes in your music promo and print adverts; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society

• Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your promo; audience theory if relevant

• Media industries and digital convergence: the potential record company that would promote your band or artist; the brand identity for your artist; how fans would engage with your products etc

Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):

1) Research (through the presentation AND your blog) 

- The music video needs a narrative (Todorov’s equilibrium theory can be applied) 

- Film the music videos in a location that matches the genre of the artist 

- Majority of camerawork will be handheld to provide a less formal video 

2) Coursework concept

- Alternative/indie with elements of pop 

- Clothes that match her hair or just ‘Indie’ inspired clothes 

- Shoreditch for location of a music video 

- Bright pastel colours for the general colour scheme of the music videos 

3) Language: terminology and theory

- Establishing shot of artist 

- Variety of transitions (fast paced)

- Transitions and zooms that fit in with the music 

- Reinforces music video conventions: Goodwin’s Theory of genre conventions (location and props) and close-ups of artist as well as being performance based 

4) Representations / social and cultural contexts

- Female representation 

- Representation of talented youth
- Representation of genres that are not ‘mainstream’ 

5) Audience and Industry / digital convergence

- Psychographics: Aspirers: Affiliative, oriented to extrinsics, image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents (Younger, clerical/sales type occupation) due to the emphasis of aesthetic for this artist 

- Blumler & Katz- Uses and Gratifications theory: Personal identity due to the relatable aesthetic and the popularity of the location 

6) Presentation delivery

Presentation