A2 Coursework

By Rochelle Bayeto

Media

MUSIC VIDEO

Introduction

This is the introduction to my A2 media course. The class were given a number of different options for the A2 coursework.; out of the options I chose to make a music video ,a cover and magazine advertisement for a digipack. The choice was not a difficult one for me as I love music ; all different kinds of genres from neo- soul to indie rock .

I thought it would be exciting to try and create my own music video to a song of my choosing and aim to portray what I think that song conveys. Of course creating the video and other media pieces will be time consuming and will need a lot of research for the project to be successful; but I’m ready for the challenge and hoping for a flourishing project.

After going through my iTunes and scouring through all types of diverse artists; I narrowed my decision down to a relatively unknown indie song: “Delta Spirit – Bushwick Blues”. My choice was based on the visualisation of what the video could become. I am very happy with choice; the next step is to brainstorm ideas and formulate those ideas into a cast and direction for the video.

Who are Delta Spirit?

A bit about the band•They origin form San Diego, California USA• The genres they produce through their music are Indie Rock, Americana & Soul.•Active years- 2005-present•Labels- Rounder Records, Decca Records & Dew ProcessTaken from Wikipedia-“The as trash cans lids and orchestral bass drums, multi-instrumentalism and spiritually thegroup combines unconventional instruments such med lyrics into a hybrid of rock and northern soul. The group consists of Jon Jameson (bass), Brandon Young (percussion), Matthew Vasquez (vocals/guitars), Kelly Winrich (multi-instrumentals) and Will McLaren (guitar).”

More brainstorming for a different song- initial ideas ( back up song)

What is a music video?“ A music video is a short film in combine a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 80s, these works were described by various terms including "illustrated song", "filmed insert", "promotional (promo) film", "promotional clip" or "film clip".Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected.”

Taken from Wikipedia- I research what is a music video is , to understand more what the audience will aspect of the concept “music video”.

Music Video ResearchColdplay- The Scientist • Opening scene; we are introduced straight into the song- extreme close up used of to show character. The camera here is slowly zooming out to reveal more about the character and his the location •Character appeals to be on a mattress on the floor ( in the streets)- this could connote that the character's personal space is out and in the open; which indicates that we are welcome to have an insight into his dilemma. •As the video goes on, we understand that the video is actually presented backwards; we know this because of the character’s body movement and also the what's going on behind with the scene. However his mouth seems to be moving insync to the music (words) playing aloud. I researched this, and it said that it took the lead singer of the band a month to learn the song backwards in order to play it whilst filming ; to get the lines right ( since the song is sang backwards in a backwards videos; when you play it back it becomes clear and reversed.•A arc shot is used to swoop around the character as he stands still; as sings his lyrics. With use of the arc shot, I suggest that it indicates that something going on. then cross cutts to a boy on his boy doing a trick where his bike wheels are spinning around in the air. I think with both of the different scenes inter- linking together ;this may connote the time that has gone or the time that he has.•We follow the character as he walks backwards meaning he facing the camera as he sings- its like the audience is over seeing his “ previous journey”. We come by some interesting movements within the shot, that really make the video seem alive and authentic. Things like; the character going up and down the stairs, jumping over a wall; I think these things really create an effect to the video.•Throughout the video the audience is shown everything happen step by step. It feels like the audience is like a jury and we are reviewing the evidence being shown given to us. Tracking is used throughout the video as we able are following the character around.•Mid close s ups on his feet reoccurring- this could indicate that we are on the way/ getting step by step.•The character is seen walking on train tracks; this could connote that where he is coming from is far from where started from in the beginning ; as he sings ”oh that’s go back to the start” •Edited- black out & fade in; him entering into the forest appeals to be very dark compared to all the previous settings that we have been taken to. This may connote that there is something in the forest something dark/ bad has happened. It become night time when he enters the for est.•It is then revealed that he walking back ( at this point he sings again “ oh lets go back to start” to his partner laying on the floor in the forest, because there seems to have been a car accident. •As the video carries on the audience is show how the accident occurring and what cause it.•The ends with he back to the start; him in the car with his partner and they are laugh and joking as he drives down the road. •I think the video reflects a lot of what the song means, and I think the whole narrative of him going back to the start throughout the video before the accident. Connotes that he wishes that he could have been things different in the relationship before it ended. •http://www.youtube.com/watch?v=EqWLpTKBFcU&ob=av2n- The Video

Music video research Kanye West- Heartless

•The video is animated, which gives the audience something new & morden to watch on Tv- shows individuality • Through my research, I understand that the director wanted to present the video through animation , in order to show the narrative from a different point of view•Some of the video scenes are like the typical hip hop videos of today ( lots of different girls, the artist seen in the clubs and their grand home/ apartment)•Set in different areas, his home , the city & on the bus • In of the scenes we follow him on a bus journey , and its like he's confiding in us, as he identifies the audience with questions , which he then answers himself. ( there a great use of close ups here ) “Why does she be so mad at me for? Homie, I don't know, she's hot and cold”•Very artistic; the video shows relation to the artist Andy Warhol's pervious ( his work features in the video) work ; which may indicate hip hop artist trying to break the barriers of the stereotypical hip hop trends. •Throughout the video it feels like the audience is being taken thought a journey; we follow the character as he speaks about his pervious relationship , which is projected through animation •The colours portrayed in the video are bright, which makes the video very light and eye catching. ( draws the audiences’ eye to the bring lights; keeps them interested and attracted)

http://www.youtube.com/watch?v=Co0tTeuUVhU

Music video researchChase and Status- Time

•Opening scene the audience is introduced to a family sitting in the living room, a father playing with his youngest daughter, closes ups used to show audiences that is it a key shot in the video ( it has meaning) his oldest sitting on the far left texting on her phone away the fun- a conventions of partner spend more time with youngest then their with oldest •Cross cutts to a close up woman singing in a car as it raining outside(pathetic falacy to foreshadow her feelings.)- you can tell the two scene were shot at different time because it the weather, in the house were the family were there was a lot of natural light coming in through the windows ( sunlight) and the woman in the car its very dark and its raining, this may connote her looking into her past or a death may have occurred , so she looking into her where thing were not and dark as now .•Cross cutts to the oldest girl again on her own but this time in the park on the swings on her now, then cross cuts to her parents on the sofa together, then reveals her sitting on the other side of the room again on her own. I suggest the video trying to show the audience the neglect that she is receiving form her parents•Her alone in her room again- keeps on cross cutting to the other women sitting in the car singing. then cross cutts to her father drinking. All t all that is going on between the child being ignored and the “loved up” parents a fight starts between the parents and I suggest it because of possible alcohol problem the father may have. I suggest this because he starts pushing the wife and its cross cutts to the oldest in her bedroom putting in headphone ; to almost like bloke out the sound of shouting , from her parents fighting the video continues and shows that this is not the first time, him has hit her before and the oldest daughter who seem to been forgotten throughout the video ; she is the one who calls the police; after the mother is pushed down the stairs.•Close ups of the oldest child crying on the phone as she calls the police .•Throughout this video there are a lot of crosscuts used to show how the member of the family are dealing with the issue of domestic violence . I like the way the video is presented because helps you to understand not only what they feeling , but how easier these types of situations can come around ( father drinking a lot of alcohol , leading a results of violence.

Music Video ResearchBurno Mars – Grenade

•Opening scene shows the audience that there has been a break up- the character ( male) is placed in a room on his own sitting on a bed. Its raining outside – indicating that he's in a horrible state -pathetic falacy to foreshadow his feelings.•Closes ups on a image of him and a girl which I’m guessing is not his ex- girlfriend? •Character seems to be very hurt as we (the audience) follows him around though the video•Piano connotes – heavy load – hurt carrying around this baggage •In the video he seems to be pulling a heavy piano around everywhere he goes, this could indicate the hurt and the burden that he is carrying around from the break up; the size & weight of the piano- tells the audience- that everywhere he goes he's carrying this heavy load around, which is in fact his broken heart and it’s seems to be a burden to him everywhere he goes.• The shots focus on his feet and the pulling of the rope from the piano #•He arrives at her house, pulling the piano and there is a close up shot of “his ex” at the window with another guy. At this point the character is heart break; but it like a “wake up call” and he walks still pulling the piano •A wide shot is used show the audience that he is now piano up a hill which is causing him to struggle up hill,( this is towards the end of the song) •Cross cutts to a close up of his face ( this shows us his face expressions) its here where we see a sense of revelation. •As the story goes one he lands at a train rails and he stands in the middle railway and get hit by a train. I suggest that this connote that pain of seeing his ex move on while he's still in love – it killed him inside ( emotional). •The actions throughout in this video serves as a metaphor, the use of visual media is very power because its indirectly speaking out the audience about relationships and how issues built and how people deal with them; the video portrays an artistic interpretation of the song.

My target audience

For my music video, I want the target audience to be between the ages of 16-22. I think at this age there's a lot to cover, so this it gives me a wide range of different topics and issues ,I could use to create a storyline for the music video. I want the video to be of a high-quality , interesting as well as eye catching & appealing to the target audience. In order to do this I will need to make sure that the narrative is easy to relate and understandable to for target market ( 16- 22) A positive aspect of the music video is that ,it is aimed at both male and female ;which in my opinion gives me a wide things to include in video. Now I need to do some market (target audience)research before my I put forward my ideas for development.

Changed my mind!!!

I changed my mind on creating a music video for Delta Spirit’s ”Bushwick Blues” simply because I had developed this complex storyline which I did not have the correct equipment or actors to act out the plot. I had difficulty in finding a cast, I was limited to only 3 people. I understand that 3 people can be enough to feature in a music video, but it is not enough to portray for my video and its storyline. So I took the 3 cast members and when back to brainstorming . I started off by choosing another song – I looked through my iTunes and by visualisation , I was able to chose a song ; which was “The XX- Heart Skipped A Beat”. I love this band, I think their music is very out of the ordinary, its differently something I haven't heard before; I believe that’s why I like them so much. Their music is like “soul meets indie”, the music is a mixture of different paces and sounds; techno drum beat to the funky guitar solos. I am very happy with this song, have got a few ideas which I hope to develop and go through with.

Who are The XX?

A bit about the bandGenre: New Wave / Dream Pop / Soul/ Indie Location SOUTH WEST LONDON,Been a The XX since 2005Website thexx.infoRecord Label Young TurksType of Label IndieIn 2010 they won the Barclaycard Mercury Prize for their debut album xx,

The band influences: Aaliyah to CocoRosie, Rihanna to The Cure, Missy Elliott to Chromatics, The Kills to Ginuwine, Pixies to Mariah Carey and Justin Timberlake to Tracy + the plastics- Their influences defines the mixed genre they portray.

I sent out an email to the band ,asking for permission if I could use their song for my A2 media coursework.I when on to the “The XX” band website and clicked contact, where I was able to find the allocated email address for licensing related questions. The email address: emmalomas@beggars.com

Asking for permission

Asking permissionThis is the email I sent asking for permission: Hello , my name is Rochelle Bayeto and I am a media Student. For our A2 coursework we have been assigned to create our own music video & since The XX is one of my favourite bands; I have chosen their song “Heart Skipped A Beat” . I writing this email to ask for your permission to use that song for my media project. Thank you Rochelle Bayeto

I sent the email off on the 4th of September . Hopefully they will get to me as soon as possible; so I can start preparing for the music video.

Asking for permission- reply

This is the reply, from emmalomas@beggars.comShe has confirmed that I am able to use the song for my A2 music video.The email says:Hello Rochelle, we have received your email regarding permission for the licensing of The XX’s song “Heart skipped a beat”. we have acknowledged your request and are allowing you to go ahead with the production Good luck in you’re a2 Media project.

What’s Next

Now that I have permission from The XX to use their song, I am now going to start brainstorming and developing ideas for the music video. From researching I have decided that I want the music video to have a storyline throughout the song, I want the audience to feel like their on a journey ( the same one as the characters featured in the video) Hopefully I will be able to portray the narrative of the song very well.

Brainstorming

The XX“Heart

skipped a beat”

The lyrics are very meaningful. The song it self tells story, I so must find the best way to ensure that narrative is clear and precise.

Cast -the actors in the music video need to be suitable for the genre chosen. I want them to have a certain look in order to bring the alive.

Bright colours will convey the mood of the song. The song is not of a dark genre

Go to a gig and maybe film some scenes there. I think this type of mise en scene may portray the genre of the song well.

Possible locations-Park -Café -Pub -Woods -Streets -House Possibly part of the

song in black and white – to represent the past.

Editing Effects- add a vintage effect to the video- just for uniqueness. As I have seen in some videos (arctic monkeys hellcat spangled shalalala video) its looks very retro and adds Or black and white to create a certain mood to the video.

More –editing flashbacks, layering over images to create a blurred memory type effect-

The XX is very “cool” band- their very modern and they portray for their music through mixed genres. Their image is fashionable and they are very popular among young people (16- 23)

Further ideas The song Heart skipped a beat by The XX, speaks about a relationship between two people. Both a male and a female sing about their perception of the relationship ; so I thought it would be great if ,I could keep that same idea but expand on it. To do so I would like to create two different stories that will be, edited to play against each other in the video; as if the two different perspectives were being presented in way that the audience can view them at the same time.Like “Rhyemfest feat. Kanye West’s song Brand New” throughout this video we are shown the contrast between the poor and the rich using the effect of “spilt screen”.

I think this is actually a great idea because when you watch the video hopefully, you will be able to see the meaning of the song from the male’s view as well as the female’s. Also showing the two perspectives so clearly helps the audience to not only to understand the characters, from a visual aspect but to also understand what the song connotes. The song itself is a great song and there is a steady pace which is portrayed by many different instruments throughout the song . This gives me a lot to play with because then I will able create and develop the right type of scenes, that will go in the video along with “different sided perspectives" scenes.

Primary questionnaire

At this point in my research I have come up with some ideas for the video that I am really pleased with, but I need to include my target audience, to ensure that I am getting enough feedback ; in order to create and develop a music video of a high standard, that will appeal to the intended audience. I have created a questionnaire that will be sent out to 20 people between the ages of 16 – 22; which is the age group, that my music video will appeal to.

Questionnaire This is the questionnaire I created for the public in order to get some background information on music videos. ( includes genres, what the audience expect in a music video & if they know the band) In the questionnaire, I made sure a listed a wide selection of answers to choose from ;which I will use to study and develop ideas for my music video to ensure that it will appeal to the target audience. On the questionnaire I used images to give audience a visualisation of how some things may be portrayed i.e. fashion & colour (edited). Hopefully I will get lots of feedback which I will use, to make it easier to relate my ideas with the audience want.

Questions asked: What type of genre do you like?What draws you to the art forms of a music video?What type of fashion would you want to shown in the video? What type of colour (edited over) do you find most appealing to a music video? You want the music video to be Have ever heard of the band The XX? Do you like Delta The XX music?

Results

From my primary research ,I found that the majority of the public listen to indie music, they would like band/singer/ storyline combination in the video in order to keep them interesting and attracted. Fashion shown in the video should be a combination of trashy vintage / all black. Also the audience seem to like both the normal and black and white effect; when editing my video I will decide which looks better since there is a equal request on both.

Results

From in this primary research , you can see that I have asked if the audience have ever heard of the band that I am using for my music video. The a lot of people that I asked has said yes they have. Then I went on to ask if they like their music, 60% like music, 30% said sometimes and 10% said they did not. From asking these questions I understand what type of audience will be watching the video.

What I understand from my results

I will need to create a music video that shows the band/singer; in order to give a face to a name; for the audience, along with a storyline; so the video should not just focused on the band playing their instruments. A music video is very visual and the audience are going to be looking at every detail, so I need to make sure everything to the costume ( trashy vintage – which was chosen) to the effects ( black and white & normal – which was chosen) need to be highlighted . Both the black and white & normal were chose, so I was thinking of either balancing it out when it comes to editing , so using both effects. Or just one effect depending on what worked best with the storyline. The majority of people I asked ( for the questionnaire) liked The XX and their music ; this shows that there are high expectations and a few to win over. I understand through my research and results that the music video will need to be simply but meaningful; so need to have a storyline but not an over complicated mise en scene, should cater to the audience's needs.

Possible Locations I went around London and photographed the different places, that I thought would be great to shot the certain scenes in.

A graffiti background, could have a interesting in take on video. The bus stop could, be great for show the audience that their on a journey.

I love this , it looks very beautiful and I think maybe following the character here – could set the mood

Shooting on a train journey, could be interesting, because it could connote along with time ; at a different speed.

Urban areas, streets markets etc…

Possible Locations

Some shots inside or outside a house.

A bridge, could feature in the video, it is a very beautiful

Again that sense of journey & adventure; bus journey.

Beautiful simple scene, the use natural light- to portray or enhance something.

Camera Shots

Extreme close up

Long shot Tracking

Medium shot

Wide shot

These are the camera shots that I will use in my music video. I am hoping that I will be able to use them in the right way, in order to portray that narrative of the video properly.

Images taken from Google