12) Post the synergy activity homework with links and screen shots to illustrate your findings

12.2 Synergy

11) Post the findings of your research into the differences in appeal to target audiences of mainstream v independent

RESEARCH - Previous Student Video (9)

RESEARCH - Carol Vernallis (6)

RESEARCH - YouGov Profiler (8)

RESEARCH - Laura Mulvey (7)

RESEARCH - Andrew Goodwin's Theory (5)

12. Synergy

synergy- 2 or more things working together alongside each other for mutual benefit.

I  selected the genre of EDM ( electronic dance music) and the artists Martin Garrix and Bebe Rexha In the name of love. This was released as a single LP, It was released on July 29th 2016. 

the key features of this was both artist are seen in the frame, the ancillary of there outfits such as there clothes the female is in a bright red dress and matching colored shoes and the male artist is wear and dark black suit. the music video has the same tone of as the cover for the single, starts with the scene from the album cover, clouds disappears revealing the artists singing and performing. There is a consistent blue filter theme and red flares appear throughout the scenes, there's blue themed integration as there's a pool which changed to the sea.

The album cover is the same key features within the video as it has the same outfits, setting and location.this was also the cover for the teaser promotion trailer and adverts.

the key main features into making a brand is the color theme it displays the tone of the song or album, other features used to create a brand identity for artist across all the products are the clothing they wear, it can be something they're can be associated with or be identified by.

11. Mainstream v Independent

One Direction
record label is Syco and Columbia
the label  Syco specialises in the pop genre and talent show artist
Columbia is a mixed genre company that helps to distribute the artists music worldwide they have artists such a Calvin Harris and Beyonce
the target audience for this band is teenage girls between 16-24
this band produces bags, perfume, clothing and many other things
http://www.onedirectionmusic.com/gb/home there personal website, merchandise can also be found on certain streaming services such as Spotify.
the band were a man made band, which was produced by X-Factor and owned my simon cowell , there all audition for the a chance to become solo artist , then were put together to become a band, and become very successful in young girls and the younger audience. they came third in the competition but had already become very successful international.

the main advantages of being signed to main stream label is you have funding for studio time, records, selling and distributing and things such as touring and travelling are sorted by the company their are owned by. The disadvantages of being signed to main stream label is that there is less creative speech within developing music and how they are presented.

The main advantages of being signed to a independent label is you have a have the ability to do want to want such as when you produce a album and when you go touring, you also have the ability to have present yourself how you want, in the sense of the genre you perform in and what clothes you wear and how you want to be branded, however the disadvantages of being signed to an independent label is that you have to organise and book things yourself as you don't general has a manager and you are less likely to become widely known because you wont have the funds to advertise and market your brand. I think merchandise and ancillary products are important to the band and the audience as they can build a wider fan base, on the types of brands that they may wear that interests the audience. There ancillary aspects can be an inspiration to the audience

Lanterns On The Lake
Is signed to Bella Union record label  they're also signed to PIAS
The record label was established in 1997 it specialises in Indie rock, Alternative rock and folk.
Artists on their roster such as Veronica Falls, PIAS have artist such as Adele and Oasis on their international distrutbuting  label.
There target audience are wider audience of young adults

They have a personal website, which has a link to their merchandise of vinyls, posters and limited edition A3 prints.On their website there are also links to buy their music, by clicking on their album and checking the avaliability on networks such as Itunes. the band became famous, in 2010when they were signed but was formed in 2007. They've played in festive such as Glastonbury, SXSW and Bestival

10. Costumes, props and settings

Time toasts -

INTRO - summer remake (2)

13. selina alex bod from 283goswellg on Vimeo.

RESEARCH - function of a music video (4)

RESEARCH - summer work (3)

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10) Post an account of the costume, prop and setting activity completed in class.

Area of analysis	Vampire Weekend – Giving up the gun	Beyonce – Hold up	Brand new – Jude Law and a semester abroad
Costume What do you notice about use of costume? How many costumes are used?  How do the costumes link with the location?  How do the costumes link with the genre?	RZA of the Wu-Tang Clan is dressed in all black. He is wearing a long jacket and smart clothes but not entirely formal attire. He plays a umpire so this could be why he’s dressed so neutrally. He’s wearing rings and his Wu Tang ring especially is interesting as it shows this contrasting cameo, he is out of place almost within this genre and it shows. It is meant to be almost humorous. The girl playing tennis, or our main character, is wearing a tennis outfit. It is all red and very preppy. The band is also dressed in reds and whites. They match the girl and the preppy nature of their clothes is their general image as an indie band. Vampire weekend are known to have a polo shirt, neat and bright aesthetics; a wardrobe full of ralph lauren and such. The band is wearing denim, skinny jeans which are again notorious in the indie rock genre, Other characters are playing tennis players and are dressed appropriately for that.	Beyoncé is wearing a flowing yellow dress. This ties in with the location superficially as there is a colour palette of predominantly yellowy hues used. The dress is elegant and again seems like something worn on the beach or on holiday. Some say this dress and image she has cultivated for herself mirrors Oshun, a goddess of love, sensuality and prosperity. This could link to the genre because it discards this idea of the “virginal/provocative dichotomy” and shows her embracing her female sexuality. Her dress makes her stand out she is in charge. However, within this genre there is often a use of bright vibrant colours.	Singer in jeans, t-shirt. He has two costumes, one with a black t-shirt and one with a white t-shirt. This shows the contrast between narrative and performance. This is often the case in the rock or pop punk genre due to the selling point of these bands being that the play their own instruments. Concerts or gigs are pivotal to the genre. Other band members dressed similarly. It links to the location of the concert as it creates a sense of realism. This is what the band would wear on stage; it’s comfortable and suitable to the superficiality of the genres their music fit into. A casual presence is created and it reflects how the band members are genuine, not too different from the crowd.
Setting / Location Where is the video set?  Internal location? External location? How do the locations link to the song?	Internal location of a tennis court used. This is most likely filmed in America due to where the band comes from and the big production video but we cannot be certain. The location does not have much to do with the video. I guess the theme of the tennis court ties in with the message of not giving up. Determination is key on the court.	The sea, internal location. Bedroom within the sea, CGI sea Somewhere in America, sunny, pavements. Made to look almost exotic with the colours, fruit stalls multiculturalism. This ties in the syncopated reggae beat in the back of the song.	As aforementioned one of the locations is a concert venue. This enhances the selling point of the genre, performance and playing and writing your own music. Externally this was filmed in Long Island I believe where the band originates from. It links to the genre because a lot of songs revolve around the idea of home whether it’s because you want to leave it or you miss it. The room is also an internal location. It corresponds to the lyrics vaguely, the themes of leaving, moving away is presented heavily in both song and video.
Props What significant props are used?  Are there any that reappear?  How does the use of props link to the genre?	Tennis rackets are shown constantly given the location and narrative. White tennis balls, not usual tennis balls but the use of white highlights this band’s importance of aesthetic as aforementioned. Sword, flask and milk! – out of place, unconventional like genre Instruments – genre’s focal point is making sure people know they play and write their own material	Holy bible, quite contradictory conservative people would say as people see the genre and beyonce as provocative. Baseball bat – violence and control a a woman. Stereotypes and gender roles are heavily reinforced in this genre. The baseball bat opposes this almost. Cars and bikes – they are destroyed or passed by allowing us to see the high budget put into the video. It shows us how well off these people are and that is often perpetuated through videos in this genre.	Instruments - genre’s focal point is making sure people know they play and write their own material Bag – reflects a sense of touring and leaving home, something the pop punk genre heavily focuses on in songs Picture frame of girl – Back in the 2000s, the misogynistic concept of whining about girls who didn’t reciprocate feelings was a big hit. This reinforces his longing for the girl that moved away. Though brand new have moved away from that entirely in the present day, the genre is still very male dominated and focuses on that subject poorly still. Cigarette – This idea of recklessness as some would say is put into play, smoking is very casual and uncensored within this genre.

9. Pervious student video

With this music their target audience were young adults aged 18-26, they chose the genre of Grime/Rap. The narrative of this music video is Narrative, illustrative. They used a range of camera work and editing such as jump cuts, match cut, fade in/out and close ups. This work well within their music video as they had a theme of having two sides (Heaven/Hell) so this use of fades and jump cuts connoted the changes from one side to one. The representation of women and men within the music video is that both genders are inferior and the women has a higher status job. This video required full marks.




They have a young audience, 16-24 as their artist is the genre of contemporary pop/indie. the narrative of the music video is affiliation. they used a range of shot types such as long shot, extreme close up and close up. the concept of the music video was clear and the story demonstrated a relationship between the two characters which followed the lyrics of the song. They had range of editing which demonstrated jump cuts and match cuts. They also use slow motions to high the importance of each character, it also helped the story to flow. This music video also presented women as superior to the male character.







The music within the video targeted audiences of the age 18-26. the genre of the music is hip-pop, the4 group used a range of editing to show different tempos of the music,  sharp cuts and fades. They used a range of shot types and camera angles, such as extreme close up to present the phone in the video and midi in their time lapse montage. They shacked the camera to signify the start of the chorus the to show the increase of the tempos of the song.

9) A review of your favourite previous student video. Include a link to it and some screen shots of elements that you particularly liked.

8) Complete the individual YouGov Profiler activity researching typical target audiences for music videos.

8. YouGov profiler

I chosen the genre of Pop/ Rock - Mc fly

7) A short summary demonstrating what you understand about Laura Mulvey’s theory on representation

7. Laura Mulvey

Laura Mulvey theory was that there is a sexual imbalance with media such as music videos where women are sexualised and present with in the 'Male gaze' to base fantasy upon men about women. audience appeal and demand sexualisation of women, to conform to men needs and expectations.
the kind of representation of women we could expect in some music videos is women are presented as objects within videos for example within the Rap genre and Hip Pop women are wearing very revealing clothes to show their figure.

Genres that present strong sexualisation of women are :
Rap
RnB
Hip Pop

people who challenge this imposition are :
Missy Elliot
Adele
Sia

I feel Laura Mulvey opinion is still relevant in todays society and there is an inequality between men and women, men are more powerful in the industry.

Examples of this in music videos ;

Dizze Rascal ' Holiday'

slow motion of women's upper body, not reveling her face presents her as a passive character. Perspective from a mans point of view of the women's lower half shows her as an object . message prompts sexualisation, it also show males have and ideal of women. The video shows the males as fully dressed and the girls are barely clothed. men make connections with camera were as females don't make direct eye contact with the camera

6) Carol Vernallis research: find examples from music videos of slow motion, jump cuts, obvious edits and multiple use of close-ups

5) A summary of the main points of Andrew Goodwin's theory (Dancing in the Distraction Factory)

4) What is the function of a music video? Add in an analysis of a music video that you consider to be the best example of the music video form, clearly explaining why you feel it's a great example.

3) Post your summer holiday homework – storyboarding activity

6. Carol Vernallis

 Carol Vernallis believes that the structure of a music video is not always complete, not balanced between the amount of narrative and performance. Music videos don't have narrative resolution at the end. Rules of continuity editing are broken edits and obvious with jump cuts. Editing to the base tracks to give the music video structure. camera sways in the edits/frame. the tempo of frames are speed up or slowed down and is an obvious manipulation.

Examples of this theory 

Mark Ronson- bicycle song

There are rapid and frequent jump cuts of the artist riding bikes and specking on the phone, there were presences of slow motion when the main singer entered the frame singing the main verse, obvious edits which relate to her theory appeared in the music video with jump form the scenes of the tv show recording to man on the bike on the bike.

Tinie Tempah

In this music video there were jump cuts with the a group of female dancers on the estate building, slow motion also present the main singer in this video also, obvious edits were featured also with dancing in a field to the rapper in now a shop, camera moved in time with the music, it spiralled when the artist is walking it also tracks the artist through out scenes.

these videos conforms to the generic conventions of its genre. with Tinie Tempah having dancing and estate building as a setting which relates to its genre Hip Pop

2) Embed a link to your music video re-make from June

25. Neve, Sam, Charlie, Warren from 283goswellg on Vimeo.

5. Andrew Goodwin's theory

Andrew Goodwin said that the structure about a music video are built around song lyrics not traditional narrative structures, Singer is used in the video as both a narrator and character, singer break the 4th wall by looking directly at the camera to involve the audience/ viewer.

 videos that are a perfect example of this theory

4. Function of a music video

A music video is a visual representation that accompanies the lyrics or music for the artist. It is also used to prompt the artist and their brand.

A great example of this is my chosen music video - Bruno Mars, just the way you are.

The genre of music is pop, which had conventions of that genre, which was the female actor had been represented in the male gaze, with camera dissection. There was a strong  narrative and the artist was a participant and narrator within the music video. There was a large range of mid shot and close up to present the singer.
I feel this is a great example of a music video because the visual and narrative was following the lyrics of the song and presented appeal for his target audience.

Analysis of music video

I made a list of genres that relate music videos and certain conventions. 

Introduction Post

2. Re-make music video