Music Video Drafts

Audience Feedback

Codes and Conventions of Pop

Codes and conventions of pop from Caitlin Jackson

My audience

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Test Shots

Storyboard & Animatic

Health and Safety

Lyrics analysis

One Last Time

The song that I have chosen is about a girl that cheats on her boyfriend and he moves on but she still wants to be with him, one more time. Even if it is the last time and he doesn't care about it, she doesn't mind. This would be unfulfilling however it shows how deep her feelings for him are. 

Initial Ideas

My Genre

The genre I have chosen to use for my music video is pop. Pop is directed towards appealing to a younger audience. This is because it is fun and lighthearted and the music is upbeat. This makes it good for parties and being played on mainstream radio, which is often listened to by a younger audience.

Research and Planning

I am going to take inspiration from these people from different decades to create different looks for the artist in my video.


For the third of my video that is going to be 60's inspired, I am going to recreate this make up look.

For the third of my video that is going to be 80's inspired, I am going to recreate this make up look.

For the third of my video that is going to be inspired by now, I am going to recreate this make up look.

Form

The music video is edited to reflect the pace of the music. As most popular songs are 120 beats per minute it can mean that music video may cut every second to match the beat of the song.
Genre - Pop
Performance dominates the conventional pop video as the solo performer or group are marketed as a commodity as well as the music they produce. 

Examples of form
Editing
Lip sync
Non diegetic sound
Cinematography

Examples specific to Pop music videos
Narrative
Performance
Mise-en-scene
Colour

Genre

Theoretical Evaluation of Production

Genre – a style or category of art, music or literature.

Codes and conventions and signs and signifiers

Daniel Chandler (2001)

Sub genres

Steve Neale (1995)

“Genres are not ‘systems’ they are processes of systemisation.”

Barry Keith Grant

All genres have sub genres

Divided up into more specific categories that allow audiences to identify them specifically by their families and what become recognisable characteristics.

Jason Mittell (2001) argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience and cultural practices as well.

Industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make cultural references to their audience knowledge of society, other texts.

Genre also allows audiences to make choices about what products they want to consume through acceptance I order to fulfil a particular.

Rick Altman (1999)

He argues that genre offers audiences ‘a set of pleasures’

·         Emotional pleasures

·         Visceral Pleasures

·         Intellectual Pleasures

The strengths of genre theory

The main strength o genre theory is that everybody uses it and understands it – media experts use it to study media texts, the media industry uses it to develop and market texts an audiences use it to decide what texts to consume.

The potential for the same concept to be understood by producers, audiences and scholars makes genre a useful critical tool. Its accessibility as a concept also means that it can be applied across a wide range of texts.

Christian Metz (1974) argued that genres go through a typical cycle of changes during their lifetime.

Experimental stage

Classical stage

Synopsis

My music video is going to be for the pop song, One Last Time by Ariana Grande. I am going to cast a young, female to be my artist and performer in the video. I am going to split my video into three sections so there will be inspired by three different eras. I am going to have one third inspired by the 60’s, another third inspired by the 80’s and the last third inspired by the present day. The first third will be in black and white and the other two thirds will be in colour however the 80’s will be the most vibrant in colour. I am going to take inspiration from clothes, make up, hair and overall image to make it clear to the audience what I am trying to do. I am going to have my whole video performance based and it will be mainly shot in the studio using lots of artificial light. This should work well because watching many pop videos; this is usually how they are and how they work well.

Audience Theory

Uses and Gratification Theory

Bulmer and Katz

Entertainment and Diversion = escapism
Personal companion - media is a friend, caring about the cast or a pop star.
Personal identity = how do I fit in? Who am I?
surveillance =finding out what is happening in the world

Cultivation Theory

Gerbner and Gross (1975)

Audiences consume media and gradually develop views about the media and gradually develop views about the world, some of which are false.
Impacts on the audiences understanding of representation - gender, sexuality, young people and ethnic groups.

Reception Analysis 

Hall (1980)
Audiences make sense of media texts, according to your social position (gender, age, class, ethnic background)

Copycat or Modelling Theory

Coleman (2004)
 Audiences are influenced by the media texts that they consume.
More of an assumption used by a journalist to explain and individuals negative behavior.

Long Tail Theory

Anderson (2006)

This theory describes how the internet has influenced audience consumption

Since broadband was introduced, these impacts have been most prominent.

The head is one shop that has 50 customers. The long tail is 50 websites that each have one customer.

Stereotypes

O'sullivan et al (1998) details that a stereotype is a label that involves a process of categorisation and evaluation.

We can all stereotype shorthand to narratives because such simplistic representations define our understanding of media texts.
Eg. we know who is good and who is evil.

G-easy "Calm Down" 2016

• San Francisco
• Rap

One Direction "What Makes You Beautiful" 2010

Theories

De Saussure - 1974

Offered a “dyadic” or two part model of the sign.

He defined a sign as being composed of:

•A signifier – the form which the sign takes

•The signified - the concept it represents

3 types of signs

•Icon/iconic – resembles/signifies

•Index/indexical – not arbitrary but is directly connected in some ways

• symbol/symbolic – signifier does not resemble the signified.

Roland Barthes (1967)

1950s – colour film, TV, record players, radio, magazines

Denotation – what is photographed

Connotation – how its photographed

Sven E Carlsson (1999)

Music artists represent themselves as:

Commercial exhibitionist 

Presenting themselves as a brand. Selling their appearance as well as their musical talent. For example, their face, clothing style and lifestyle.

“Jenny From the Block” Jennifer Lopez – 2002

“Drunk in Love” Beyoncé – 2013

Televised Bard 

Represent themselves as part of a story or a story teller.

“Seven Years” Lucas Graham - 2015

Electric Shaman 

Generally big budget productions where the artist has immortal powers or adapts the alter ego of another iconic character, personality or superhero.

“Scream” Michael Jackson – 1995

“Roar” Katy Perry - 2013

The Male Gaze

Objectification of women's bodies in the media has been a constant theme
Laura Mulvey (1975) argues that the dominant point of view is masculine. The female body is displayed for the male gaze in order to provide erotic pleasure for the male (voyeurism)
Women are objectified by the camera lens and whatever gender the spectator/masculine point of view.
"Wrecking Ball" Miley Cyrus - 2013

"California Gurls" Katy Perry - 2010



"Call Me Maybe" Carly Rae Jepsen 2012



John Berger "Ways Of Seeing" (1972)


"Men act and women appear"
"Men look at women. Women watch themselves being looked at"
"Women are aware of been seen by a male spectator"

Intertextual References

Intertextual References 

Lady Gaga - "Telephone" (2009)

• Beyonce's hairstyle - Betty Page (1950's glamour model)
• Devine - US actor and drag queen. "Pink Flamingo's" (1972)
• Perrie and Gillies - French fashion and art photographers
• Jackie Brown - Blacksploitation films
• Russ Meyer (US director) - Sexploitation films that featured camp humour (1960's)
• Roy Lichtenstein - US pop artist (1960's)
• "Thelma and Louise" - 1991 feminist road movie
• Batman - US TV series (1960's)

Ariana Grande - "Break Free" (2014)

My song choice

History Of Music Videos

Codes and Conventions

Brief

A promotion package for the release of an album to include a music promo video, together with two of the following three options:

• A website homepage for the band
• A cover for its release as part of a digipak (CD/DVD package)
• A magazine advertisement for the digipak (CD/DVD package

I am going to be producing:

• A website homepage for the band
• A cover for its release as part of a digipak (CD/DVD package)