A2 Media Coursework G324

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Me with the camera

pictures of digi pak.

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Ancillary Texts.

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The editing in the music video matches with the beat and pace of the music. The narrative goes along with the music and when the music becomes faster, so does the editing.

The characters in the music video are dressed casually which fits in well with the genre of music. They are wearing normal clothes which easy for the audience to relate to as it compares to everyday life.

The music video includes a variety of cinematograpghy. The wide range allows the audience to watch an interesting media product which doesn't use the same camera angles throughout.

The ancillary texts follow the conventions of music related products.

I think that the narrative fitted in perfectly with the song. The performance correlated the lyrics directly and this looked good for the video as a whole.

The locations for the music video worked well for the video because the song is about a love song. I liked the park scene especially the editing for it as matched the lyrics and the beat of the song.

Q2. How effective is the combination of the main products and ancillary texts?

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Music Video Evaluation

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How effective is the combination of your main product & ancillary texts?

Poster

For our poster we decided to use the same colours as the digi pak and keep to that theme because they both went together well. The image on our poster is quite central so that the reader is drawn in almost immediately. The style of font used is quite artistic and fancy but also modern at the same time. The use of the big bold font for our bands name is vital because we wanted it to be easily indentifiable for the reader and that they could associate the band anywhere it was written. We decided that we didn't want to use any other images apart from the one because we felt that it was unecessary and that our poster would of looked too full and busy. Formating our poster was crucial I think as we wanted to create a clear structure for the audience to see.

This poster like ours has an image of the artist/band in the centre of the page. The poster includes the bands name, a small image of the album and the bands website. This poster has used the colour red mostly and we have encorporated this into ours because it stood out . It didn't use too much of the colour which I thought was appropriate so that it balanced out the image and use of the colour as well as the text. Like ours the Bands name is in bold which I think is one of the most important features to have on a promotional music poster.

Digipak

For our digi pak we decided to use the actor who was in our actual music video to be on the album cover. I think this was a good idea because it looks good and it fits well with the song and the band. We chose to edit the image to make it look illusrated and graphic like because we thought that it would appeal to our teenage target audience. The red colour suited as it is a colour that stands out but isn't too bright and shocking. We chose the use the same colour and grpahic scheme as we did with our poster because we wanted the two to match and look similar and also have direct correlation.

What have you learnt from your audience feedback?

From my audience feedback I have learnt that in general people did like our music video but there were a few things that we could of made better or needed improving on.

When asked ''What did you think about the colours used on our digi pak and poster'' the majority said that they liked the colours used - the red, grey and black. This shows that we chose our colours carefully and the result of this is that the audience liked it.

1. Do you think the cover of the album is eye-catching?
When asked this question on our audience feedback questionnaire everyone answered yes which shows that we created a good cover for our cd album. We chose a suitable image, font and colours.

2. Would the poster want to make you want to make you buy the album?
12 people out of the 15 we asked answered yes to this question. This indicates that the most of the people were persuaded into wanting to buy our album.

3. Do you think our digipak looks professional
3 people answered no to this question, this is a positive thing because the rest thought that our digipak did look professional. This is the sort of repsonse we wanted to get from our audience.

4. Do you think we could have added anything else to out poster?
For this question we received helpful critism, comments people wrote were that we could have included more information, another image and more colours. With some of these comments we did agree with them and if making another poster in the future, we would take these comments on board.

5. What did you think about the colours used on our digipak?
This particular question we got a range of comments both positive and negative. People thought that the colours used were bland and good, could have maybe used more colour but on the other hand other people thought that they were effective, suited the genre, were elaborate and eye catching. The most positive comment we received was that it looked professional.

6. Do you think we used enough variety of camera angles?
The people we asked this question to said yes they did think that we used enough camera angles. We were very happy with this because we thoroughly planned out before shooting our music video to use a lot of and a range of camera angles so that the audience will be interested and to keep watching the video.

7. Did you like the narrative?
13 out of 15 people liked the narrative of our music video. This shows that we came up with a creative storyline which fits in well with the song that we chose.

8. Do you think the shots matched the music?
Everyone answered yes to this question, this indicates that we edited our shots and the music well together. We wanted to keep it in time with the music so that it fitted well together and so that it looked good.

9. Which part of the music video did you like the most?
For this question we received a variety of positive comments. Peolple liked different parts of the video, here is a list of which particular parts they enjoyed.
- The roundabout scene
- The argument
-Shots in the house
-The park scenes
and when the boy and girl go there separate ways.

10. Do you think the opening titles were suitable for the video?
2 out of 15 people answered no to this question this suggests that we chose a font that was simple but suited our music video.

11. What did you think of the special effects used?
The overall comment we got was that there were effective. One particular person said that they thought the special effects we used were subtle but appropriate. We didnt want to use a lot of special effects because it would of looked unprofessional and it wouldn't suit it. One piece of critism that was common was that we could of used black and past to show the past. We thought that this was very good critism and that our video may have looked slightly better if we had included that.

12. If you could change one thing, what would it be?
For this question people thought that we could have used more lip sycning, more locations and different costumes.

13. Do you think our video could appear on music channels?
6 people answered yes, 3 people said no and 6 people said maybe.This indicates that there was a mix of results for the question and that it could and it couldn't appear on music channels.

14. Did you like the song?
The majority of people did like this song which shows it is the type of song teenagers aged 16-19 would enjoy and listen to.

15. Do you think the locations were suitable for the narrative?
Most people did think that the locations were suitable for the video because it was a love story, the song was about a relationship and a break up, we shot it in a house and the park.

How did you use new media technologies in the construction, research, planning and evaluation stages?

There are a number of technologies that I used for the four stages.

http://www.blogger.com/
This is where I noted down all my work. Research, questions and information etc. I recorded the development and process of making my music video.

http://www.google.co.uk/
Google - This website site I researched cd covers/albums, digi paks, posters etc. I used this to get inspiration for my own ideas and own music video.

http://www.youtube.com/
You Tube - This site was proven to be useful because it allowed me to research real media products (music videos) and analyse them. I also compared them to my own music video.

http://www.myspace.com/
Myspace - This is where we found information about the band, songs, gigs etc It was quite interactive in ways that fans could contact the band send messages, pot comments, look at photos.

Music Video Evauation

2010-01-21T18:05:00.000-08:00

In what ways does your media product use,develop or challenge the forms & conventions of real media projects.

For my media product, the narrative uses the forms and conventions of real media products. Without a Meaning by The Back Up Plan is a song about a relationship and a break-up. We took this into consideration and encorporated it into our own music video. Our media product also develops the storyline because we wanted to concentrate more on the storyline and what happens rather than the lip syncing. The song is about how a girl and boy went from being in a relationship to arguing to the boy trying to get the girl back. We wanted to keep our storyline simple but also interesting at the same time so that the audience would be keen to watch it. For this, we thought of filming in more than one location - a house and the park. At the beginning of our music video, it shows the girl and boy at their happier times, playing a game in the house and having a conversation. In the middle the relationship is shown to be falling apart and at the end they do not get back together. In some ways our music video challenges the forms and conventions because the girl and boy do not get back together like typical reali media products - music videos.

'' A good music video is a clip that responds to the pleasure of music, in which that the music is made visual, either in either new ways or in a way that accentuates existing visual associations''

- Andrew Goodwin 1992

This quote by Andrew Goodwin demonstrates that a music video doesn't neccessarily have to be visual in order for the audience to like it and enjoy it but it can be made visual in new ways, other ways. I think that our own music video relates to this because our video concentrates more on the storyline rather than lip syncing and perfromance.

Poster and Digipak

2010-01-20T03:00:00.000-08:00

Digipak.

Poster to promote album cover.

My music Video.

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My Music Video

Screen Shot of Video

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Screen Shot of music video.

Screen Shots

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Digipak Examples

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Examples of Posters

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Location sheets

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Edit decision

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Photo's of filming and editing

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Filming

Editing

Song analysis

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Brainstorm of ideas

Artist information

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Costume

Anaylasis of lyrics

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Logging sheets

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Story boards

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Treatment

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Treatment

The Artist – The Backup Plan
Song Title – Without a Meaning
Target Audience – Mostly teenagers aging from 15 to early 20’s. Students

Outline of Narrative
The track is about a break-up and relationships and how the main vocalist is singing about a boy wanting his girlfriend back, even though he knows he has done wrong (lied). The main singer is male which is suitable with the narrative as it will be from a boy’s perspective. The song starts with instrumental, for this we would have close-ups and a range of long shots of the girl and boy reminiscing their good times together. When the boy begins to sing, we will include a long shot of him laying on a bed, then a close-up of his phone. We will then have a shot reverse shot of the girl with her phone and several missed calls signifying the importance of how hard the boy is trying to get in contact with her, but she is just ignoring his calls which suggest that she is avoiding him on purpose. Next there will be an over the shoulder shot of the boy and girl arguing. You will see the emotion on both of their faces from the other ones point of view. Next there will be a mid close up followed by a long shot of her walking off. Next there will a point of view shot on the boys hand as he is drawing broken hearts on a page. The chorus starts and we will have a close up of the alarm clock showing, 3.00 am. The time shown on the clock emphasises the lack of sleep that the boy has had through the night. There is then a long shot of some photographs of the boy and girl on the side. He goes over to pick them up and the camera follows him. Then there is a range of different close up as he flicks through the photographs, this is from several different angles. There is then an over the shoulder shot of the boy writing lyrics down in a note pad. This shows the boy expressing his feelings through the words in the lyrics. Next we will have a mid shot of the boy holding a set of plane tickets. Signifying that they are going away together, for some alone time, maybe to work things out. Next there will be a close up shot of his watch showing 3 am, and he is still alone. Then there will be a panning shot of the boy walking to the window looking out. Then there will be a high angle shot looking down from the window. We see the girl standing there, but really this is his imagination as she dissolves away. Next we have a long shot of the boy stood at the front door with bags in his hands as if he is going somewhere. Then a low angle shot as he walks away from his front door. Then there will be a pan upwards following him as he walks away. Then there will be a tracking shot as he is walking through the leaves. This shows the change in season and his emotion. This emphasises the change in time if faster when he is not with her. Next there will be a cut from the boy walking down the street to them both playing chess together. This will link to the song as kings are played with in a game of chess. Next there is a mid shot of the boy playing his guitar. The girl is sat beside him as he is singing to her; they both are gazing into each other’s eyes. We then have the chorus again, he is listening to his iPod and there is an over the shoulder shot him as he starts to play on his guitar. His iPod gives him inspiration to play the girl a song. The girl is no longer there, she dissolves away and it is just him left there, alone, the room is quite empty which represents the loneliness of him. We have a high angle shot showing his status which is low. Next the music changes and it starts to get more up beat, we will have a long shot of the girl and boy they will be dancing, doing the waltz as if the are having a good time, they will be laughing, next there will be an over the shoulder shot so we see the girl and the way in which the boy can see her. They seem to be happy and free.

Resources – Camera, Tripod, Jib, Track, Whiteboard, Song, Lights
Crew – Catherine & Tisya
Time Required
Budget – If we were to produce a music video professionally, we would need to pay the camera men, for the lights and also to pay for the locations we film in.
Camera - £1500
Tripod - £500
Tracks - £200
Jib - £500

Questionnaire results continued

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23. We asked people did they prefer a music video to be old fashioned or modern and with over half of the results showing that people prefer a music video this will help us when it comes to editing. We will make sure we do this.

24. We asked people do they like to see a range of close-ups and with over three quarters of the results showing yes, this indicates a lot of people like to see a range of close-ups, so this would therefore be a good idea to use a range of close-ups in our music video.

25. Lastly, we asked should the narrative have a genre. And the results show over three quarters of the people said that they did, this means that people prefer a music video to have a genre within the narrative.

Questionnaire Results

2009-10-11T14:20:00.001-07:00

1. Out of 25 people, 8 were male and 17 were female, this shows more females contributed to the results. Meaning our video will now be based on the opinions of females.

2. We asked people their age, the results show that there were mostly seventeen year olds who took part in our questionnaire, so our music video should mostly appeal to 17 year olds.

3. When we asked what your favourite type of music is, RnB was most popular, whereas classical was the least favourite. So we should try and include RnB music within our video.

4. When we asked people, what do you think is important for the music video, people mostly commented on the performance/visuals and people were less interested in the narrative. This shows that we should make sure the performance/visuals, stand out within our music video.

5. When we asked people, would you prefer to see the artist/band in the music video? People mostly said no, that they would not like to see the artist/band in the music video; therefore it does not matter if the artist/band were in the video.

6. When we asked would you want the music video to be, serious, comical, relative or conceptual, most people said they would like a music video to be relative, meaning related to the song. Not just something unrelated to the music.

7. We asked what music magazines do people read; NME was most popular, with over half of the results being that. This is a magazine featuring indie music. We should place our advert in this magazine to reach our target audience.

8. When we asked people do they watch music channels everyone answered yes, this shows that they are very popular, especially with college students. So it would be good for our video to feature on a music channel.

8.a.When we asked what music channels do most people watch they picked 4Music, making this most popular and, Kerrang, Scuzz and MTV 2, came joint in at the bottom, making these least popular to watch. With this in mind, we should make sure we broadcast our music video on this channel.

9. When we asked what music videos on the internet do people watch, over three quarters said that they did watch music video’s over the internet making them popular to watch on the internet. From this, we could upload our video on the internet to promote it.

10. We asked people how they downloaded music, most people said on limewire, making that the most popular sight to download from. This means that we could upload our music video onto that programme so that it is available for people to download.

11. When we asked people who they would you like to see in a music video, the majority said adults and only a very small amount said elderly. Therefore it is ideal to use adults in our music video.

12. We asked people where they would want the music video to be set, over half of the people said they would like to see it set in a town. So we think it is best if we set our video in a town.

13. When we asked would you want the music video to contain dance routines or not, the results were quite close, and people said that they wouldn’t like to see dance routines in the music video.

14. When people were asked would they like special effects to be used over three quarters of the people said they would like to see special effects, so it would be a good idea for us to use it in our music video, if we want to satisfy our audience and meet their needs.

15. When we asked people would they want the narrative to be linear or non-linear, the results were rather close and non-linear just won the results. Showing that more people would like to narrative to be non-linear, so our music video should be non-linear and not really follow a structure.

16. We asked people would they prefer either fast paced or slow paced editing and we found that fast paced editing was a lot more popular and got over three quarters of the results. This shows that our music video should be fast paced.

17. We asked people did animation interest them, the results show that it was very close, but more people voted saying that animation didn’t interest them, so this indicates that people aren’t too fussed if there is animation in the music video, our music video.

18. We asked people how often they downloaded music, the options were weekly, monthly or yearly, Weekly reserved the most votes, this shows that a lot of people download music on a regular basis, making it a very popular thing to do. We should include ours on the internet for people to download.

19. When we asked do people buy CDs often, the results showed it to be very close. But more people said that they didn’t buy CDs often. This indicates that downloading has become more popular now with the convergence of technology. So we could if we wanted to upload our song onto a CD if we wanted to.

20. When we asked do people buy CDs often, the results showed it to be very close. But more people said that they didn’t buy CDs often. This indicates that downloading has become more popular now with the convergence of technology. So we could if we wanted to upload our song onto a CD if we wanted to.

21. We asked people do they like a clear ending in a music video, the results came out that a lot more people liked there being a clear ending to a music video, so we should ensure we have a clear ending.

22. We asked if people preferred a music video to show romance, the results came out quite close, showing that people aren’t too bothered, but it does show that more people said no, they didn’t like to see romance in a music video. As the results are very close, it will be up to us to see what is appropriate.

Codes & Conventions

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Codes and Conventions of Music Videos

· Some performance used
· Image of star is portrayed to suit star
· Close ups on star
· Lip syncing
· Main character
· Range of camera angles
· Storylines
· No dialog at beginning
· Simple special effects
· Editing that matches the beat of music
· Set in realistic places
· Narratives maybe linear-maybe non linear
· Elliptical editing
· Amplification of lyrics
· Simple narratives
· Use of star
· Tracking shots
· Most music videos we watched were closed narratives

Music Video Questionnaire

2009-10-07T03:05:00.000-07:00

Music Video Questionnaire

Are you male or female?
⁮Male ⁮ Female

How old are you?
⁮ 15 ⁮ 16 ⁮ 17 ⁮ 18 ⁮ 19

What is your favourite type of music?
⁮ Pop ⁮ Indie ⁮ RnB ⁮ Rap/Hip hop ⁮ Rock⁮ Classical ⁮Jazz ⁮Dance
⁮ Other ………………

What do you think is important for a music video?
⁮ Narrative ⁮ Performance/Visuals ⁮ Lyrics

Would you prefer the Artist/Band in the music video?
⁮ Yes ⁮ No

Would you want the music video to be?
⁮ Conceptual ⁮ Relative ⁮ Comical ⁮ Serious

What music magazines do you read?
……………………………………..

Do you watch music channels?
⁮ Yes …………………………. ⁮ No

Do you watch music video’s on the internet?
⁮ Yes ⁮ No

How do you download music?
⁮ iTunes ⁮ Limewire ⁮ Other……………………………..

Who would you like to see in a music video?
⁮ Adults ⁮Children ⁮ Elderly ⁮ Animals ⁮ Other………………………

Where would you want it to be set?
⁮ City ⁮Town ⁮ Countryside ⁮Other……………………

Would you want the music video to contain dance routines?
⁮ Yes ⁮ No

Would you like special effects to be used?
⁮ Yes ⁮ No

Would you want the narrative to be………
⁮ Linear ⁮ Non Linear

Which do you prefer……?
⁮ Fast paced editing ⁮ Slow paced editing

Does animation interest you?
⁮ Yes ⁮ No

How often do you download music?
⁮ Weekly ⁮ Monthly ⁮ Yearly

Do you buy CDs often?
⁮ Yes ⁮ No

Would you prefer music video’s to be focused on something that happens in a day, or an on going journey?
⁮In a Day ⁮A journey

Do you like a clear ending?
⁮ Yes ⁮No

Do you prefer a music video to show romance?
⁮ Yes ⁮No

Do you prefer music video’s to be old fashioned or modern?
⁮ Old fashioned ⁮Modern

Do you like a range of close ups?
⁮ Yes ⁮ No

Should the narrative have a genre?
⁮ Yes ⁮ No

Lily Allen - Smile

2009-09-27T16:22:00.000-07:00

http://www.youtube.com/watch?v=0WxDrVUrSvI

Aspects of performance/mode of address
Direct mode of address has been used in this music video as Lily is talking about her relationship but also indirect mode of address has been used too as it is narrative led. There are no dance routines in this video and the element of performance is through Lily Allen.

Narrative
There is a flashback used at the beginning which makes it non-linear however the narrative appears to be linear. There is a clear beginning, middle and end. At the start she talks about how her boyfriend leaves her and sleeps with another girl. In the middle she gets her own back on him without him knowing and at the end he comes back to her.

How does the video create an image for the star artist/band?
From this video the image that is created for Lily Allen is that she is an independent woman getting her own back on her boyfriend. She is a normal girl, who is not superficial but is also strong and powerful.

How do the visual elements relate to the song illustration/amplification/disjuncture?
The music video amplifies the song because she took action against her boyfriend but the video is also about her being wrong.

Mise En Scene
Lily Allen is wearing colourful, bright clothes with big gold earrings and white trainers. This is her trademark look which is seen throughout the video frequently. Her style is realistic to the audience and believable. Her boyfriend is also wearing normal clothes which are also relatable for the audience. The video is set in normal places for example a cafe and a club and an alleyway, urban surroundings.

Use of Camera
There is a zoom on Lily’s face to show that she is sad. There is a tracking shot of her walking down the street. Over the shoulders shots have been used to get the character’s point of view and perspective. Various close-ups have been used to magnify certain people and things. A high angle shot has been used of the men trashing Lily’s boyfriends place. Mid shots have been used in the music video. A montage of close-ups has been used to give a variety. The use of a hand held camera has been used for the scene where Lily’s boyfriend gets in a fight this is effective for this part of the video.

Editing
The editing matches the beat/pace of the song. Eye-line matches have been used to see what Lily sees. Shot reverse shots have been used to show one character to another. The editing is quite fast paced at the beginning of the music video.

Representation
Lily Allen is represented as a normal yet strong woman who people shouldn’t mess with. The room that she is in at the beginning symbolises her and how she feels. The youths within this are represented negatively and are shown to be stereotypical. It is set in a working class area, where everything appears to be negative such as cafes.

Special Effects
The last shot could possibly have been used on a blue screen.

Genre
The genre for this video/song is pop, it is easy listening and the lyrics are catchy. The lyrics in this song also rhyme.

Audience
The target audience for this particular music video is for a female audience aged from 13-19 year olds.

Chemical Brothers – Hey Boy Hey Girl

2009-09-27T15:32:00.000-07:00

http://www.youtube.com/watch?v=64szVQugrAo

Aspects of performance/mode of address
There is no performance in this music video it is narrative based. Indirect mode is address is used.

Narrative
Linear narrative is used because there is a clear beginning, middle and end. The main girl is obsessed with bones. The boy picks on her resulting to breaking her arm. In the middle the girl grows up and goes to a nightclub. The end, she goes home. All is in a clear line.

How does the video create an image for the star artist/band?
The woman creates an image for the band. The actual visuals also create an image for the band. This music video revolves around the dance music culture. Raves and drugs. This type of music is popular amongst the target audience. The video is indirectly promoting the band. The artists’ image isn’t as important as the music for the target audience.

How do the visual elements relate to the song illustration/amplification/disjuncture?
The music video amplifies the meaning. All of it is very literal as the lyrics demonstrate ‘Hey Boy, Hey Girl’ There are boys and girls everywhere. Even though there is very few lyrics, the video gives the lyrics the meaning, reinforces it.

Use of Camera
There is the use of tracking down the school bus to establish where the beginning is set. There is a close-up of the main girl reading a book. She is the one who we as the audience follow throughout the music video. There are zooms used of the main character to establish that she is our focus. There is a slightly high angle shot used in the museum to show girls vulnerability being on her own in the museum. There is also a low angle inside to show how big all the dinosaur skeletons are and how inferior they look compared to the school girl. Extreme close-ups of the girl’s face are used to show her emotion. There is also a low angle shot used when the girl falls over in the museum this has been used to show that the boy is dominant and that reinforces he is the bully. High angle shots have been used of the girl to emphasize that she is weak and vulnerable.

Special Effects
Dubbed music has been used in the toilets to signify that the setting is now in a nightclub. Strobe lighting has also been used in the club to make the video realistic and relatable for the target audience. Everyone is shown as skeletons in this music video and this is shown through CGI.

Genre
The genre for this video/song is electronic, dance music. The lyrics are repetitive which is memorable for the audience and is catchy.

Audience
The target audience for this particular music video is for around 16-30 year olds both male and females. This is the type of music they would listen to before they go out in general or to a club.

Mise En Scene
The children on the bus are wearing school uniform which shows that they are all on a school trip. The main character, is wearing a black when she is in the club all grown up. Everyone else in the club blend in, they are not typically dressed for a rave maybe even an illegal rave. The mise en scene represents the target audience because of the clothing and where it is set. When the girl drops her water bottle in the toilet, we as the audience assume she has been taking drugs because of the dance culture. Drugs have negative connotations and the hallucinating skeletons reinforce this.

Editing
Slow motion has been used when the school children are running to the museum. The idea of the chaos children running is effective. Slow motion has also been used when the girl falls down in the museum which makes it look dramatic. The fast paced editing is used to match the beat of the music. At the beginning the editing is slow but builds up throughout the video. Elliptical editing has been used with the girl to show the girl growing up. At the nightclub when the girl comes out of the toilet, the editing appears to get faster but when she comes out of the club the editing is slow, slow motion.

Channel
The music channel that this particular song would probably be played on would be MTV Dance.

Representation
The video is indirectly promoting dance culture. It exposes raves and drugs and the culture in general as a whole negatively. We as the audience don’t know if the girl is on drugs but we assume she is as she sees all these skeletons because she was obsessed from when she was a child. The blonde boy is represented as a horrible, nasty person. This stereotype of person is usually represented as a nice boy. Nothing in this music video makes sense.

(I Wish I Knew How It Would Feel To Be) Free / One - The Lighthouse Family

2009-09-24T16:00:00.000-07:00

http://www.youtube.com/watch?v=TeCAkrg4fNE

Aspects of performance/mode of address
The aspect of this performance shows thoughts of people on a train, their lives, what they go through. Direct mode of address is used in this music video. The man on the train is in the band, we as the audience know this because he walks up and down the train looking down the camera. The camera is tracking. There are no dance routines in this music video, is it all narrative based, which relates to the performance which is within the narrative.

Narrative
The narrative is non-linear because of the use of flashbacks into people’s lives. There is a clear beginning, middle and end. At the beginning everybody gets onto the train. In the middle, the star artist sings to them and at the end, everybody gets off and walks into the light going up the escalator – from the dark to the light.

How does the video create an image for the star artist/band?
There are close-ups used of the star artists face to indicate he is our main focus. From this video it suggests that the Lighthouse family lifts people’s lives. They send a message to the audience. The video also creates a cool, laid back image for the band. They appear normal which relates to the audience as they blend in. The star artist is the protagonist in this video as they woman is taking this hand and leading him.

Use of camera
There is an establishing shot at the beginning of the video to show the train track. Tracking shots are used throughout the video to follow the man down the train. Over the shoulder shots are used to get the persons point of view and perspective.

Representation
Everyone on the train looks like working class or lower. There is a status divide between the star artist and the passengers. Even though he blends in, he takes his hat off as a sign of respect. The lead girl has blonde hair and conforms to the stereotype. (Traditional) She has pale porcelain skin which highlights her beauty as she glows at the top of the escalator. There are religious connotations demonstrated through this music video as the underground signifies hell, the top is heaven and the people move into the light. The main girl has angelic qualities. The star artist cleanses the people’s soul on the train and his band member acts like a disciple because he follows him.

Special Effects/Editing
Flashbacks are used to reinforce the idea of the people’s problems. Fades are used to illustrate this. The special effects in this particular video is simple and is used though the editing techniques. The transitions are smooth from one shot to the next.

Genre
The genre of this video/song is soulful pop/contemporary soul. The beat of the music allows us to identify the genre. Ages 25-40 might like the Lighthouse family because it is easy listening, mellow also the Lighthouse family are from the 90’s.

Mise En Scene
The artist is wearing a black leather jacket, black pants and a black hat. He stands out from everyone else on the train. There is a contrast between the train and the train station – packed train and empty station. Because it is set on a train, people can relate to the public transport. The passengers on the train are dressed in mundane clothes, normal clothes. The woman stands out as she is guiding the star artist through the train. The use of the lighting is bright at the end.

Editing
Match on action is used as the girl takes the mans hand walking down the train. There are straight cuts used. Slow paced editing is used in time with the music. Dissolves are used to look into the peoples lives; it shows how sad they are. Eye-line match is used so that we as the audience can see what the star artist is looking at and so we can associate with the main character.

Channel
The music channels that this particular song might be played on would be Magic, VH1 and smooth they are more of a mellow music channel and targeted for an older audience.

Music Video

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Music Video.
Music videos are a marketing device used by recording companies. The aim is to make the song popular and create record sales. Music videos have been mainstream since the 80's but have existed alot longer. It could be argued that The Beatles contributed to 'the music video' as in 1964 the film 'A hard days night' contains songs from The Beatles and narrative was attempted, therefore it became a music sequence rather than music video. In 1965 The Beatles began to produce film inserts as a promotional tool and other bands began to follow suite. The Beatles led the way with 'Strawberry fields forever' and 'Penny Lane' directed by Peter Goldman and were described as "Avant-garde" meaning experimental but sophisticated, this was achieved by the use of slow motion and other effects that hadn't been experimented with before this.In the 1980's the launch of MTV meant that music videos became more commercial than ever, the first music video that aired on the channel was "video killed the radio star". Music videos became a standard practise for bands, as they could be cheaply produced using high - tech equipment such as the chroma key.

Censorship.
Products need to be censored, Music Videos are regulated by the BBFC, they are mini films hence why they are regulated by a film board.Censorship must be considered when making a music video. In 1991 Michael Jackson's 'Black or White video' was censored as Michael was said to inappropriately touch himself. Other videos that have been censored include 'Smack My Bitch Up'-The Prodigy and 'Rock DJ'-Robbie Williams.

Music Theory.
Some would argue that music videos have made Pop music superficially based on image. Are Pop songs enough on their own to give meaning and pleasure for the audience?"Good music videos, are clips that respond to the pleasure of music, in which the music is made visual, either in new ways or in a way that accentuates assisting associations" - Andy Goodwin 1992 Music videos demonstrate genre characteristics such as dance routines (mainly girl and boy bands). The relationship between lyrics and visuals either contradict or illustrate the lyrics of the song. The relationship between music and visuals will either illustrate , amplify or contradict what is happening on screen. The demands of the record label will include, close up shots of the artist (s), artist (s) may develop motifs which reoccur across the style and the duration of the video. There is often frequent references to the motion of looking/ voyeurism of the female/male body. There are often also Inter textual references.

Questions.
What is the basic function/purpose of a music video?
Music videos are used as a promotional tool, record companies use them to help increase the sales of the song and to make it popular. They are also used to help produce sufficient meaning and pleasure of the song using the video to define the meaning of the lyrics.

When were the first music videos produced?
1965 when The Beatles released "Hard days night", the public saw on of the earliest forms of a musical sequence, during the 80's music videos became more popular and by 81 at the birth of MTV, music videos were at their commercial peak.

How were music videos commissioned?
Most record companies employ somebody whose task it is to commission videos. The video departments of companies will be in contact with AR men who will be in contact with record companies. The record companies report back about a specific band's record sales and overall popularity and later when deciding on a budget for the band's music video, all of this information will be taken into consideration. The record company will pay the fees the music video will cost, but the band will pay it by from their advance or future loyalties.

How much time does a music video take to make?
A music video rarely takes more than 2 weeks to make.

According to Andrew Goodwin, what are the three different ways in which the visuals in a video can relate to the lyrics of a song?
- By the video illustrating the meaning of the lyrics through visualisation by providing an, often, over literal set of images.
- Amplification of visuals making the director the artist, as he/she then develops and enhances the ideas to make the message in the lyrics clearer.
- Disjuncture is a way of completely contradicting the lyrics by using visuals and imagery that may be unrelated or something to opposite to what the lyrics may convey.

What is a music video treatment or pitch?
Treatment or concept outlines what the video will entail/show conceptually. Not only this, but the treatment covers location, situation, stories, images, look and feel, colour, the videos pace and many more important factors that need to be considered when planning to shoot a music video.

What are some of the things to avoid when making a student video?
- Not being prepared (not planning), planning what your going to deliver is important to get clear, good quality results.- Being un-researched, researching music video conventions, and the video conventions that go with different genres of music is important, e.g:If you were to use a rock song, you'd show musicianship & energetic performance not dance routines.