This
song is centred mainly on the idea of an ordinary day, where the artist and his
friends plan to explore a newly established infrastructure called
‘Westfield’.During this this time spent
at Westfield, Nicolas and his friends sight a few girls who spark their
interests.This music video is a narrative
one due to the fact that it basically outlines the story of an eventful day.
The lyrics of the song generally talks about spotting a girl in Westfield and
her appearance draws the artist’s attention and the music video would be
sequenced according to. The video begins with Nicolas receiving a phone call
from a friend inviting him to come out for the day. It then proceeds to main
point of the video which is coming into contact with the girl. With a touch of
humour and flirtatious movements throughout the video, Nicolas Woo’s the girl
and eventually persuades her to leave Westfield with him.
A mixture of professional music videos
such as “Yo(excuse me miss)- Chris Brown” , “Do it Like you- Diggy Simmons” ,
“Lloyd ft. Lil Wayne-You” etc. influenced the idea of our music video. From
these videos we collected the ideas of our locations. For example from Diggy
Simmons video, we chose to follow the idea of the scene beginning with a medium
shot of the steps in front of a house, closing up to the front door which shows
the residence of the main character (Nicolas). From the video “slow down” by
Bobby Valentino, we have chosen to use the idea of casual a setting/surrounding
due to the fact that out video is based on an ordinary day event.
Our music video is different because we
include a touch of humour as well as providing musical entertainment for our
audience.
Location House
(Leytonstone
Westfield
(Stratford) Studio (Lsc)
Actors:
3
girls:Giselle, Gina, Nicky
3
Boys:
Nicolas, Terrel, Daniel Dancer: Jordan Lee
Ethical consideration:
As we have decided to film on
a public location rather than a studio, we have to make ensure that we consider
all the possible ethical issues we may be faced with when we are videoing. The
main problem we may be faced with when filming in an open location is that we
can be violating people’s legal rights with knowing it, this could be done by
filming them as part of the public without their consent. So we will have to
make sure that when filming we try to avoid involving the public as much as we
can and if we do film them, its better if we tell them what is happening and
what it’s for so they do not mind.
Length of the music video:
The maximum length of our music video will be four
minutes. Most music videos we analysed included an introduction which took up
to 10-15 seconds. We have also planned
to have a brief introduction where we can set the scene before the music
actually starts.
Audience:
The audience for our project
will be aimed at the younger generation. Certain aspects of the video may refer
to the audience’s life or past of how they felt when they once liked someone.
The actors/actresses playing the role in the video will be young which will
reflect on the target audience viewing the music video. The costumes which the
actors/actresses will be wearing throughout the music video will reflect their
age and reinforce the target audience. The costumes will be looking young and
casual whom we assume our audience sense of style will be on a casual day.
Channel for Broadcast:
We will aim to broadcast our
music video on the music channels of YouTube; this is to make sure that the
video can be seen easily, can be downloaded and viewed by many. We will also
target other internet channels such as Twitter and Facebook, this is so the
video can catch the target audience’s attention and we can gather feedback on
the song. By broadcasting our music video this will promote the music video and
advertise the song to many to allow more viewers to listen to the song.
In a group discussion, I shared
my ideas to my class. They gave us feedback on how to improve our music video.
These ideas were very useful as the class members were aged at 17-19, which is
our target audience for our music video.
The class pupils told us to
include dancers to build up the performance of the music video. This is very
important, as our music video is aimed at the younger generation, in the music
videos I researched there was dancing included.These music videos included ‘Ne yo- one in a million’. If we do decide
to include dancers, we may film them in the studio to make the filming look
more professional.
We were also told to research
case studies on R&B and hip hop music videos which have a casual theme to
it, in order to relate it to ours.Casual theme, meaning the costumes used were casual wear. This relates
to the song ‘Diggy- do I like you’.
The most important feedback we
were told was to make sure we have permission to film at all our locations,
especially (Stratford) Westfield.My
group is now currently working on contacting Westfield via formal letter and
contacting through phone.
Today my group held a meeting to
discuss the audience feedback. From this, we decided that we will involve a dancer.
This is because; our music video would be most suited for the target audience
and therefore make our music video more interesting and appealing to this
particular group.
This song is centred mainly on the idea of an ordinary
day, where the artist and his friends plan to explore a newly established
infrastructure called ‘Westfield’.During this this time spent at Westfield, Nicolas and his friends sight
a few girls who spark their interests.This music video is a narrative one due to the fact that it basically
outlines the story of an eventful day. The lyrics of the song generally talks
about spotting a girl in Westfield and her appearance draws the artist’s
attention and the music video would be sequenced according to. The video begins
with Nicolas receiving a phone call from a friend inviting him to come out for
the day. It then proceeds to main point of the video which is coming into
contact with the girl. With a touch of humour and flirtatious movements
throughout the video, Nicolas Woo’s the girl and eventually persuades her to
leave Westfield with him.
A mixture of
professional music videos such as “Yo(excuse me miss)- Chris Brown” , “Do it
Like you- Diggy Simmons” , “Lloyd ft. Lil Wayne-You” etc. influenced the idea
of our music video. From these videos we collected the ideas of our locations.
For example from Diggy Simmons video, we chose to follow the idea of the scene
beginning with a medium shot of the steps in front of a house, closing up to
the front door which shows the residence of the main character (Nicolas). From
the video “slow down” by Bobby Valentino, we have chosen to use the idea of
casual a setting/surrounding due to the fact that out video is based on an
ordinary day event.
Our music video
is different because we include a touch of humour as well as providing musical
entertainment for our audience.
The music video is performance
and narrative based. It is both because there a story line throughout the music
video from start to finish. The aim at the start of the music video was to
impress her by dancing, laying romantic gestures such as giving a rose and
kissing her hand. The performance aspect to the video was the superb lip
synching of the lyrics by Ne yo and the dancing. This allowed the music video
to be very interesting at all times. There was also humour throughout the music
video. When the lady rejects the rose and moves her hand from the kiss. It was
seen as very humorous by the close ups of Ne yo’s facial expressions. The story
of the music video concludes with the main female character driving off in the
cab, with Ne yo magically jumping in front of the car and stopping the car from
moving. There is dialogue used with the female character saying ‘what the hell
is wrong with you?’This music video is
seen to end in suspense.
The motive was fulfilled in this
music video as it seemed that the producer of Harmony aimed to make the music
video seem humorous. It teachers the listener/ watcher that if you get rejected
keep on going cause you may succeed. The representation of Ne yo (the main male
character) was in terms of his costume, is that he is very glamorous, he is a
new man (cares about his appearance) and is seeking to impress the female main
character. The female main character was dressed in a cardigan, top, jeans and
heels, this represented that due to her body language she was not really
interested in the main male character and her costume connotes this. The lip
synching of the male main character was excellent, therefore to me, as a viewer
it seemed very realistic.
There was various camera angles
of long shot, close up, extreme close up and mise en scene of each new location
that was brought to screen. The special effects of a fake bubble stopping the
taxi from moving and the rose magically given to the lady without him using his
hands.The target audience is aimed at
the younger audience of people interested in love, interested in slow songs of
RnB/ slow jams. The age range would be universal, because it could relate to
any viewer at some points of their lives.
The ideas I could take from this
music video are to be more humorous, to work on the performing aspect of the
video. This could be to involve dancers into my music video or to add dialogue
at the beginning od the music video to make the music video more interesting. In this music video the lip synching
was believable and achievable and this helped to make the music video of the
story line look more natural. I will use this music video to inspire me on my
music video by the lip synching and the performance aspect to Ne yo- one in a
million.
Second Case Study
The next video I researched was Diggy, with
the song being called Do It like you. The music video is about the main
character of Diggy spotting a girl (main female character) outside his house,
he is about to approach her, when he approaches her it shows how they will be
if they were in a relationship. There are shots of the main female actress and
male at a funfair. In the end of the video Diggy decides not to approach the
girl. This is shown as Diggy (male actor) is shown with a two medium shot of
which he smiles at the girl, she smiles at him and he continues to walk on. During the beginning of the music video there
are special effects used, as Diggy’s friend spins the basketball and it spins
in slow motion with a close up and slow motion of Diggy turning his head to
look at the main girl with a close up once again.
The music video is narrative
based as at first it shows the story line of Diggy considering approaching the
main girl. Diggy is with his friends and the main girl is with hers, which is
similar in contrast. It shows two options, if he approaches the girl, he will
be in a happy relationship or if he doesn’t choose to, he’ll be single. In the
end he chooses not to, so tis captivates the listener/ watcher by the
beginning, middle and end of the storyline of the music video. This is all edited together by the cut away of
different locations (funfair and the street), editing techniques such as slow
motion and blurs. The slow motion is also used in the funfair when the
cheerleaders are dancing. Natural lighting is used when Diggy and the girl are
on the road and at the funfair. However, synthetic lighting is used during the
end, of when Diggy and the girl (at the funfair) are in a room and the light
goes off. This could connote that this is the end of the road, and Diggy does
not want a relationship.
The motive of this music video is
for the main male character to find out how it would feel to be in a
relationship. The producer (Pop and Oak) motive was to make the storyline look
like a teenage relationship of a fulfilled happy relationship. At the funfair,
the rides could connote freedom which could be represented during the end of
the music video where Diggy chooses to stay single and to enjoy the free
lifestyle.
The representation of the main
character is that he is a normal teenager, judging by his costume of a jacket,
top, jeans and trainers. This could connote casualness of his lifestyle and
mainly his age. The main girl is dressed in a jeans jacket, top, jeans and
converses, this also represents that she is young by her costume. The location
of the funfair also connotes the young.
There are many shots used in this
music video, these are close ups, in this music video the close ups are mainly
used for the props which is the basketball spinning which could connote time
spinning of when he imagines being in a relationship and close up of the candy
which could represent the sweetness of their relationship. There is a mise en
scene shot of panning of a flower tree, to outside Diggy’s house of where he is
with his friends. The first shot of the flower tree could represent that he
could choose to have a beautiful day with his possible girlfriend. There are
many medium shots of the main girl and her friends, the continuous cut away
with Diggy and the rapper at the funfair and a medium shot from behind of when
Diggy is walking towards the main girl to approach her. This shot is repeated
during the end of where he chooses not to approach her.
The target audience would be
aimed at young people (teenagers- young adults) who like RnB/ slow jams and
enjoy love songs. The characters of the music video reinforce the target
audience for this song.
The ideas I could take from this
music video is that I am aiming for the characters of my music video to be
young, to costume them in casual clothing and for the setting to be not too
glamorised, but somewhere to reinforce their age range and the target audience
for my music video. The inspirations which I gained from this music video was how love was represented between young people. From this, I will take ideas on how to position my artists in this particular role. In this music video there were various shots, such as high angle, low angle and close up. My aim for my music video will be to use various shots to reinforce the mood of the song.
Third Case Study
The third music video is sung by
Mindless Behaviour, which is called Mrs Right. The group of boys are searching
for their perfect/ideal girl. Young girls are competing for the heart of the
young boys.
The music video is performance
based as there are dance routines, acting at the beginning of where a teacher
is teaching a class and in the school hall where there are cheerleaders
performing and drummers. This illustrates how powerful the performance was in
the music video.
The motive of the music video was
for the producer of Walter and Goldie to make the audience/listener understand
the purpose of the song. This was to find their ideal girl.
The stars are dressed casual in
jeans and jackets. This connotes their age and the specific target audience’s
age. The role of the performance and lip synching in this video is to make the
video more engaging and realistic. The main characters are represented as being
popular, cool and attractive. This is shown by the medium shots in the
classroom of the girls dancing to impress the main characters of the boys.
There is also a focus on the boys as they are the only boys in the class, the
rest of the pupils are the opposite gender. These boys are represented as being
popular; this is because in the school hall, there is a long shot of girls
holding posters stating ‘mindless behaviour’.
There was a variety of shots of
long shots in the classroom, showing the pupils in class. A medium shot of the
main characters singing on the school table and various other shots. The mise n
scene of this music video was based in a school environment of a classroom and
a hall based inside the school. In the classroom, the camera zooms on of the
boys individually and the camera pans using a long shot to show the classroom.
There is also an editing technique of the camera snaps of the boys when they
are dancing, to enforce this technique when the camera clicks they turn black
and white. In the sports hall, as the boys are dancing the camera shines on the
boys, and dims out the light in the background of the girls. This is to connote
that they are the main roles of the video, and everyone’s attention is on them.
A cut away is repeatedly used to show the cleaner dancing, this is humorous and
reinforced by a medium shot to show his body language and facial expression. In
the end of the music video, the camera dims to black to show that the video is
over.
The target audience that would be
encouraged to buy this record are young people, interested in RnB/ Dance music.
The gender would be aimed at girls, as the song compliments girls by saying ‘we
don’t discriminate girls, yeah we love them all’. This reinforces that girls
regardless of their ethnicity/ disability and class may like this record. This
is shown, as in the classroom there is a long shot of the girls in the class
and they are all from different ethnicity backgrounds. During the beginning of
the video there is dialogue of the teacher introducing himself and trying to
teach the class and subtitles indicating the song title and the name of the
group. There is also a non-diegetic sound of the sound of a school bell as the
music video begins to indicate that the music video is held at a school
setting.
The ideas I have gathered from this music
video is that performance of dancing engages the viewer and a more natural
setting will help the viewer establish the target audience of this song.
Therefore, as my group are aiming for our music audience to be aimed at the
younger generation, this music video has helped us to involve a more performance
based music video of dancing. In this music video, the performance based is not
only dancing, but in the music video there are drummers. This is shown in a
long shot in the hall, there are also cheerleaders dancing too. The cheerleaders
allow the viewer to know that this music video is based in a school
environment.
Today I decided to choose to make
a music video rather than a short film. This is because I watch music videos on
a daily bases and I am more enthusiastic to design my own music and video. I chose
to have Kulsoom and Jessica in my group because they are punctual and hard
working.
We were thinking of ideas for the
music video (genres) and locations. The locations we thought of are the park,
Oxford Street, in the car and Westfield. As a group, we decided to either
choose to do an Adele song or create our own song based in the genre of R&B
and hip hop. The target audience we may choose is the younger generation or a
love song aimed at a universal target audience.
