Monday 30 September 2013
Tuesday 24 September 2013
History of my Genre
Olly Murs
The predominant genre of the Artist's single I have chosen to use for my music video is 'POP'.
The Pop Genre....
Pop music is a term that originally derives from an abbreviation of the world 'popular'. The term has generally been used to describe music that is 'popoular' or 'mainstream' and therefore connect to a mass audience of people who listen and buy this kind of music.Pop is a genre of popular music that originated in it's modern form in the 1950's, deriving from Rock and Roll music. Both of the terms 'Popular Music' and 'Pop Music' are often used interchangably to mean the same thing and to describe a genre of music, however the original term was used to describe music that was piopular and could include any style. Although these days pop is a clear and stand out contemporary genre of its own with many modern day artists fitting within the pop genre. 'Pop' as a genre is still often popular with it's audiences as many pop songs, just like Olly Murs', tend to reach highly in the top charts with many artists pop artists like Olly Murs' topping number 1 in the charts week after week.
As a genre, Pop Music tends to be very electric based and often used as modern Dance music. It often borrows elements of various different styles including urban, dance, rock, latin and country. However there are key core elements within pop songs that define it as a genre. For example including songs which are generally short to medium in Legth, there written in a basic format which are conventionally and often the verse-chorous structure and also use the common and conventional use of repeated Choruses, melodic tunes with catchy hookd too. This often means that Pop songs are very rememberable to there audiences as there so catchy, with fans usually able to enjoy there songs and sing and dance to them as if the lyrics come second nature.
So called 'Pure-Pop' music for exapmle 'power pop' would feature all these elements just mentioned above, conventionally using electric guitars, drums and base for their instrumentation. The main goal of this type of pure pop music is usually that of being pleasurable for its audience to listen too, rather than having such artist depth. Its often pleasure over meaning behind the lyrics. Pop Music is often edited and created in editing suits and recording studios to make the song sound as intresting and appealing to its audience as possible. Pop Music as a genre is typically and generally thought of as a genre which is commercially recorded and desires to have a mass audience appear, which spans a whole spectrum and ranges of ages, classes and nationalities.
The term 'Pop Song' is first ever recorded as being used in 1926, this was used in the sense of a piece of music 'having popular appeal'. David Hatch and Stephen Willward, who were heavily involved in the production and managment of BBC Radio, indicate that many events in the history of recording in the 1920's can be seen as the first orginination and birth of the modern pop industry (including Country, Blues and Hillbilly Music.)
David Hatch and Stephen Millward define pop music as 'a body of music which is distinguishable from popular, jazz, and folk musics'.
Despite the fact that Pop Music is often seen as steming towards defining those songs and pieces og music in the singles charts, Pop Music as a genre is in fact not just a summary of all chart music but a stand alone genre. The charts themselves have always contained songs that come from a variety of sources and genres including classical, jazz, indie, alternative rock, rock and novelty songs. Whilst Pop music itself is seen as a seperate genre of its own, that has existed and developed seperatly within the music industry.Therefore 'Pop Music' is overall used to describe a distinct genre of it's own, aimed at a youth market / target audience, often characterised as a softer alternaive to rock and roll as well as catchy tunes that have a conventionally happy and up beat feel to them, also often 'Dance' music.
There are many artists that have been described as 'Pop Legends' over the last few decades. These are often seen as inspirational and influential people in the music industry esspeicially to those artists who fit and conform to the category and genre of 'Pop Music, such as....
Michael Jackon AKA 'The King Of Pop':
Lady Gaga AKA 'The Princess/Queen Of Pop':
Other Famous Icons of Pop Music within the last few Years/Decade/2013..
- Olly Murs
-Rhianna
-Beyonce
-Justin Timberlake
-Adele
-PSY
-Katie Perry
Sub-Genre - Indie Pop!
The predominant genre of the Artist's single I have chosen to use for my music video is 'POP'.
The Pop Genre....
Pop music is a term that originally derives from an abbreviation of the world 'popular'. The term has generally been used to describe music that is 'popoular' or 'mainstream' and therefore connect to a mass audience of people who listen and buy this kind of music.Pop is a genre of popular music that originated in it's modern form in the 1950's, deriving from Rock and Roll music. Both of the terms 'Popular Music' and 'Pop Music' are often used interchangably to mean the same thing and to describe a genre of music, however the original term was used to describe music that was piopular and could include any style. Although these days pop is a clear and stand out contemporary genre of its own with many modern day artists fitting within the pop genre. 'Pop' as a genre is still often popular with it's audiences as many pop songs, just like Olly Murs', tend to reach highly in the top charts with many artists pop artists like Olly Murs' topping number 1 in the charts week after week.
As a genre, Pop Music tends to be very electric based and often used as modern Dance music. It often borrows elements of various different styles including urban, dance, rock, latin and country. However there are key core elements within pop songs that define it as a genre. For example including songs which are generally short to medium in Legth, there written in a basic format which are conventionally and often the verse-chorous structure and also use the common and conventional use of repeated Choruses, melodic tunes with catchy hookd too. This often means that Pop songs are very rememberable to there audiences as there so catchy, with fans usually able to enjoy there songs and sing and dance to them as if the lyrics come second nature.
So called 'Pure-Pop' music for exapmle 'power pop' would feature all these elements just mentioned above, conventionally using electric guitars, drums and base for their instrumentation. The main goal of this type of pure pop music is usually that of being pleasurable for its audience to listen too, rather than having such artist depth. Its often pleasure over meaning behind the lyrics. Pop Music is often edited and created in editing suits and recording studios to make the song sound as intresting and appealing to its audience as possible. Pop Music as a genre is typically and generally thought of as a genre which is commercially recorded and desires to have a mass audience appear, which spans a whole spectrum and ranges of ages, classes and nationalities.
The term 'Pop Song' is first ever recorded as being used in 1926, this was used in the sense of a piece of music 'having popular appeal'. David Hatch and Stephen Willward, who were heavily involved in the production and managment of BBC Radio, indicate that many events in the history of recording in the 1920's can be seen as the first orginination and birth of the modern pop industry (including Country, Blues and Hillbilly Music.)
David Hatch and Stephen Millward define pop music as 'a body of music which is distinguishable from popular, jazz, and folk musics'.
Despite the fact that Pop Music is often seen as steming towards defining those songs and pieces og music in the singles charts, Pop Music as a genre is in fact not just a summary of all chart music but a stand alone genre. The charts themselves have always contained songs that come from a variety of sources and genres including classical, jazz, indie, alternative rock, rock and novelty songs. Whilst Pop music itself is seen as a seperate genre of its own, that has existed and developed seperatly within the music industry.Therefore 'Pop Music' is overall used to describe a distinct genre of it's own, aimed at a youth market / target audience, often characterised as a softer alternaive to rock and roll as well as catchy tunes that have a conventionally happy and up beat feel to them, also often 'Dance' music.
There are many artists that have been described as 'Pop Legends' over the last few decades. These are often seen as inspirational and influential people in the music industry esspeicially to those artists who fit and conform to the category and genre of 'Pop Music, such as....
Michael Jackon AKA 'The King Of Pop':
Madonna AKA 'The Queen Of Pop':
Lady Gaga AKA 'The Princess/Queen Of Pop':
Other Famous Icons of Pop Music within the last few Years/Decade/2013..
- Olly Murs
-Rhianna
-Beyonce
-Justin Timberlake
-Adele
-PSY
-Katie Perry
Sub-Genre - Indie Pop!
Thursday 19 September 2013
Textual Annalysis of Music Video 1
Here is my Textual Analysis of some music videos of a similar genre of music, style, narrative, context and theme to that of the Music Video I want to create for my Advanced Media Portfolio. This research and analysis will enable be to understand the conventions, themes, styles and structures Music Video's of my chosen Indie-Pop genre use so that I can gather as much knowledge and ideas as possible enabling me to create the most effective, professional, interesting and conventional Indie-Pop Music Video I possibly can.
Lover to Lover - Florence and the Machine:
This is the Artist Florence and the Machines Indie-Pop music video for her single 'Lover to Lover'.
-Conventions of the Genre: This Music Video conforms and uses the conventions of its Indie -Pop genre by placing the Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artist as the artists communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the Artist within the narrative of the music video ads a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist and the single in order to make money through it as a business. This music video also uses the conventions of the genre by creating realism and verisimilitude through the narrative, representation and visuals of the music video itself. A convention of Indie-Pop music video's are that they usually portrait a realistic narrative that gives an accurate and believable, often harsh representation of reality through there music video's. This convention is used within this music video by conveying the universal issues of love, relationships, domestic violence, hardship and heart ache in a way that is naturalistic with real life locations such as bedrooms, the beach, roads, garden and houses alongside straight cut edits creating continuity, verisimilitude and realism, portraying a more accurate and believable representation of society today. This allows an audience to connect to the music video as they can relate the universal issues and contemporary context/locations displayed within the music videos and the narrative, as if reflects the society of today. Another convention of this genre of music video is that Indie-pop music video's are also usually represented and presented in a way that shows the artists identity, individuality and uniqueness as well as connoting the ideas, within the visuals of the music video, of being raw, rough and edgy. These conventions are used within this music video to an extent by showing Florences Individual Identity throughout her music video, Florence has her statement red locks and pale skin with her vintage, unique dress sense and her quirkiness in her singing and movement. Though in this music video Florence is the main protagonist, another convention of music videos and is represented as a beautiful women in the public eye. The way see appears and dresses in this music video reflects her style and identity in real life, shown through other media texts such as live interviews, her on awards ceremonies, festivals, social networking sites and in real life imagery. This gives of the positive ideology to its audience that uniqueness and individuality is a beautiful thing and that its good to be different and being yourself is what makes you the most happy. This allows the artist and music video stand out from the crowed in a positive way for being unique and different, making an audience fell connected and like/idolise Florence as an artist and therefore want to buy her music, allowing her to make more money from her music and build up her fan base. This Music Video also uses the Indie-Pop genre conventions of being raw and edgy through its context of placing the music video is naturalistic settings like a rough, average house and using outside/outdoors locations like roads and a beach in a much more casual, care free way with no glitz or glamour or heightened reality creating verisimilitude following conventions and allowing the music video to reflect the harshness of reality and society thud directing connecting to its contemporary audience as it reflects there real life lives, problems and issues.
-Use of Cinematography: At the begining of this music video there is a lack of drastic changes in cinematography with few camera movements or angles used, esspecially when the camera is on the artist of the song, Florence. This emphasises the the narrative of the music video and the lyrics by suggesting and connoting the concept and ideology of Florence feeling unable to move on from this lover and feeling trapped within the world of love. This concept of not wanting to move on and feeling trapped in loved is emphasised in the lyrics 'From Lover to Lover and black to red cause I believe, i believe theres no salvation for me now', allowing the narrative of the music video to develop clearly. When there is a use of cinematography within the music video it is usually done subtly like a slight tilt, pan, movement or track which emphasises the action within the diegisis, by soing this it adds to the realism of the narratitive, creating versimilitude for an audience and therefore allowing them to feel connected to the story as it reflects there modern day life and society. An example of this is the use of tracking shots on Florences Lover which follow his action as he moves, this emphasises and highlights the fact hes waking away from her, developing an audiences understanding of the narrative and allowing the action to become more clear. There is also the constant use of close-ups esspecially on Florence as the story builds, this alows an audience to see her emotions more clearly enabling them to feel closer and more connected to the artist throughout, building up the tention and emotions to a climax and developing audience understanding of the narrative. Their is a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this complements the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself. This lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of liove, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation.
-Use of Editing: Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself. This creates continuity and allows the action to flow seemlessly from one lip to the next proffesionally, giving the illution of invisable editing creating versimilitude which maintains and upholds the realism behind this music video. The edits themselves also build with the proggression and climax of the narrative which deleveops an audiences understanding of the narrative clearly and allows the structure of the music video to flow naturally with continuity in a way that makes sense to its contemporary audience. The climax of the narrative within the diegisis of the music video features the modern day contemporary issues of vilolence, heart ache, serious upset and broken love qhich relate directly to the modern day, contemporary audience by allowing the edits to build with the narrative upto a point of climax, this enables the creation of tention and suspention which is effective, adding a diverse structure within the narrative and maintaining an audiences intrest in the context and narrative of the music video as they become intrigued to see what will happen next.
-Deconstruct the Text in Relation to Connotations: At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at connoting she's seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theis gives of the ideology and connotation that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it directly. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted in a different way such as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative to flow in a way that an audience can understand and relate too. Their is also a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this on the one hand complements and connotes the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself (which connotes rough, edginess, hardship, violence, rawness, reality). However on the other hand this lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure, depending on an individuals interpretation, representation and connitation of the narrative, visuals, mise-en-scene and diegesis itself. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of love, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation. Within the diegisis, mise-en-scene and narrative of this music video many contemporay issues are shown such as violence, domestic abuse, sex, love, vandelism, hardship, upset, hurt and being heartbroken which connote and refelct the realities of modern society. However anouther person may interpret and connote these contemporary issues as acctually emphasising reality as they may feel that in there real lives, these types of situations don't happen, this may suggest to them that acctually the artist want an audience to sympathise with her and is therefore using hightened reality to build the tention and suspention, making things appear worse than they are in reality. Although it also could be argued that these connotations are reflecting different aspects of peoples life styles and in fact it is an accurate representation of society itself but some people never experience this in there life because they live a lucky, privalleged life style and are almost wrapped in cotten woll. I believe this music video opens its audiences eyes up to the harshness and realities of society that many people experience and allows them to be educated and understand the depths of hurt and hardship some people go through in life. On the one hand this could connote the ideology of educating people of the pain and hardship people go through in life and just an accurate representation of the society and world which we live in today. On the other hand this could connote the ideology of being an overexadurated representation of real life and as being a bad exapmple to younger, more naive people as it could be seen and connoted as representing the concepts of violence, abuse, sex and violent relationships as okay and normal, leading young people to think its okay to do these things.
-How is the Narrative Developed?: A key thing about the narrative, which is conventional of music video's, narratives, media texts and stories of any kind are that the start of the narrative links back to the end and creates some kind of resolution and completion of the story that an audience can understand and relate too. At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at as if shes seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theres develops the narrative by linking the begining of the story back to the end of it through the structure of the narrative and gives of the ideology that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it, remember the song and therefore become more likley to buy it allowing the artist and record label to make more money from the single. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative flow in a way that an audience can understand and relate too. The narrative also develops alongside the use of edits and cinematography which complements the narrative and develops an audiences understanding of it. For example the edits build and get faster as the story develops and build to a climax and the use of cinematography such as tracking shots follow the action of Florences lover and therefore highlight the fact he's walking away from her and allows the audience to understand the narrarative my emphasising the action in a naturalistic way that complements the visuals, narrative and lyrics themselves. The concepts, ideologies and issues displayed throughout the music video and narrative are also very conventional of Indie-Pop music video's as the derilict, dark, old naturalistic locations gives of the connotations of being rough, edgy and ready which create versimilitude and reflect real life and society without the glitz and glamour of some mainstream-pop music videos use. This use of realism and displaying real life issuees within the narrative like love, relationships, suicide, self harm, cheating, domestic violence, aggression and heart ache in a natiuralistic way allow an audience to connect with the single itself and music video as it reflects there real life and society itself, allowing them to allow connect and sympathise with the artist Florence. The use of rough and edgy settings and locations like houses, gardens and a beach reflect the lyrics and edgy tone of the song aswell as complimenting the realistic issues the song itself displays. The structure ofnthe narrative of this music videos is episodic and flashes forwars and back between different shots of different locations from there house to the beach to outside in the garden, however within each location the narrative within the scene is constantly developing and moving forward in chronological order. This allows an audience to follow and understand the story of the narrative clearly, enabling them to feel connected to it, as well as complexness of the narrative keeping there intrest, focus and attention on the music video and song itself as they want to find out what will happen next, making it a successful marketing tool for the song and a succesful media product in itself.
-How does the Text Appeal to the Audience?: The target audience of Florence and the Machines song and single itself would be at young people aged around 15-25 who are a primary audience who are typically have the most intrest in indie-pop music, people of this age group are also more impressionable and are most likley to relate too and aspire to be like this young artist, as well as beiing able to connect to the lyrics in the song. The music video itself's target audience appears to be targeted at a wider range of people, even those of an older age group such as women around the age group 25-40, this is because the way the narrative convey's a message through the music video, it covers and visualises through the mise-en-scene a whole range of issues such as violent relationships/marraiges, suicides and long term break-ups, these are scenario's that typically happen to women of this age group and therefore they are more likley to relate to and understand the message and ideologies behind this music videos and its narrative. It could also be argued that this music video directly targets violent young men, typically those around the age group of 18-30, as it is visually showing these men through the use of characters within the narrative and through the use of mise-en-scene what there violent actions do to women and therefore educating them about the error of there ways and that what there doing is wrong. Through the use of mis-en-scene such as the contrast of darkness throughout the musc video and brightness at the begining and end of it through the use of a light and a fire, it could be argued that this music video is directly targetting those people who suffer from a mental illness. This is due to the connotation of the bright lights of the light and the fire symbolising that theres always a light at the end of the tunnel, no matter how bad things mayn seem throughout there life. As this is a mainstream indie-pop music video with a mass audience, different types of people with mental illness may watch this music video and connect with the depressing, awful emotions and representation shown through the lyrics and the visual/mise-en-scene/narrative but also pick up on the hidden message, making them feel like people understand and that if an artist can find a the light at the end of a very dark tunnel, so can they, thus ideolising her as a result. For example suicide itself is covered as an issue within this narrative as Florence appears to feel like diving into the see and getting rid of/drowning her pain away, however in the end she comes out of a bad situation much stonger, finds the light and happiness, looks towards the future and moves on, this therfore gives of a positive ideology to a target audience of those with mental illness or suicidal thoughts that everything can and will be alright in the end and that they can get through this. This implied and connoted message is much more powerful and connecting with its audience as Florence Welch is a respected artist in the public eye who people look upto and therefore the message is more likley to be communicated accross to its mass mainstream fragmented audience.On the one hand the target audience for this music video would be working class people as this music video's narrative covers very typically working class issues such as violence, realtionship breakdown, suicide and domestic violence which a working class audience can understand and relate too. However on the other hand it could be argued that those of more middle class and upper class may be intrested and intreiged by this music video as it allows them a unique insight into a world they are not used to and therefore shocks them with intrest, keeping them watching to see what happens next because its human nature, opening there eyes up to a different side on society there not used to therefore educating them on the harshness of reality. It could also be argued that younger more impressionable people who like Indie-Pop music may also therefore like Florence's music and therefore watch her music video. People of an age under 20 are typically very impressionable and therefore may look upto Florence as a role model and ideolise her. They may therefore find it 'cool' to be rebelious, violent and living on the edge and therefore try to eminate Florence's behaviour which could be giving of the negative ideologies that its okay to live a hurtful, rebelious, non-achieving life.
-Link back to Theorists: narrative theorist - climax, complex, lights
Lover to Lover - Florence and the Machine:
This is the Artist Florence and the Machines Indie-Pop music video for her single 'Lover to Lover'.
-Conventions of the Genre: This Music Video conforms and uses the conventions of its Indie -Pop genre by placing the Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artist as the artists communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the Artist within the narrative of the music video ads a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist and the single in order to make money through it as a business. This music video also uses the conventions of the genre by creating realism and verisimilitude through the narrative, representation and visuals of the music video itself. A convention of Indie-Pop music video's are that they usually portrait a realistic narrative that gives an accurate and believable, often harsh representation of reality through there music video's. This convention is used within this music video by conveying the universal issues of love, relationships, domestic violence, hardship and heart ache in a way that is naturalistic with real life locations such as bedrooms, the beach, roads, garden and houses alongside straight cut edits creating continuity, verisimilitude and realism, portraying a more accurate and believable representation of society today. This allows an audience to connect to the music video as they can relate the universal issues and contemporary context/locations displayed within the music videos and the narrative, as if reflects the society of today. Another convention of this genre of music video is that Indie-pop music video's are also usually represented and presented in a way that shows the artists identity, individuality and uniqueness as well as connoting the ideas, within the visuals of the music video, of being raw, rough and edgy. These conventions are used within this music video to an extent by showing Florences Individual Identity throughout her music video, Florence has her statement red locks and pale skin with her vintage, unique dress sense and her quirkiness in her singing and movement. Though in this music video Florence is the main protagonist, another convention of music videos and is represented as a beautiful women in the public eye. The way see appears and dresses in this music video reflects her style and identity in real life, shown through other media texts such as live interviews, her on awards ceremonies, festivals, social networking sites and in real life imagery. This gives of the positive ideology to its audience that uniqueness and individuality is a beautiful thing and that its good to be different and being yourself is what makes you the most happy. This allows the artist and music video stand out from the crowed in a positive way for being unique and different, making an audience fell connected and like/idolise Florence as an artist and therefore want to buy her music, allowing her to make more money from her music and build up her fan base. This Music Video also uses the Indie-Pop genre conventions of being raw and edgy through its context of placing the music video is naturalistic settings like a rough, average house and using outside/outdoors locations like roads and a beach in a much more casual, care free way with no glitz or glamour or heightened reality creating verisimilitude following conventions and allowing the music video to reflect the harshness of reality and society thud directing connecting to its contemporary audience as it reflects there real life lives, problems and issues.
-Use of Cinematography: At the begining of this music video there is a lack of drastic changes in cinematography with few camera movements or angles used, esspecially when the camera is on the artist of the song, Florence. This emphasises the the narrative of the music video and the lyrics by suggesting and connoting the concept and ideology of Florence feeling unable to move on from this lover and feeling trapped within the world of love. This concept of not wanting to move on and feeling trapped in loved is emphasised in the lyrics 'From Lover to Lover and black to red cause I believe, i believe theres no salvation for me now', allowing the narrative of the music video to develop clearly. When there is a use of cinematography within the music video it is usually done subtly like a slight tilt, pan, movement or track which emphasises the action within the diegisis, by soing this it adds to the realism of the narratitive, creating versimilitude for an audience and therefore allowing them to feel connected to the story as it reflects there modern day life and society. An example of this is the use of tracking shots on Florences Lover which follow his action as he moves, this emphasises and highlights the fact hes waking away from her, developing an audiences understanding of the narrative and allowing the action to become more clear. There is also the constant use of close-ups esspecially on Florence as the story builds, this alows an audience to see her emotions more clearly enabling them to feel closer and more connected to the artist throughout, building up the tention and emotions to a climax and developing audience understanding of the narrative. Their is a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this complements the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself. This lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of liove, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation.
-Use of Editing: Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself. This creates continuity and allows the action to flow seemlessly from one lip to the next proffesionally, giving the illution of invisable editing creating versimilitude which maintains and upholds the realism behind this music video. The edits themselves also build with the proggression and climax of the narrative which deleveops an audiences understanding of the narrative clearly and allows the structure of the music video to flow naturally with continuity in a way that makes sense to its contemporary audience. The climax of the narrative within the diegisis of the music video features the modern day contemporary issues of vilolence, heart ache, serious upset and broken love qhich relate directly to the modern day, contemporary audience by allowing the edits to build with the narrative upto a point of climax, this enables the creation of tention and suspention which is effective, adding a diverse structure within the narrative and maintaining an audiences intrest in the context and narrative of the music video as they become intrigued to see what will happen next.
-Deconstruct the Text in Relation to Connotations: At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at connoting she's seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theis gives of the ideology and connotation that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it directly. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted in a different way such as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative to flow in a way that an audience can understand and relate too. Their is also a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this on the one hand complements and connotes the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself (which connotes rough, edginess, hardship, violence, rawness, reality). However on the other hand this lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure, depending on an individuals interpretation, representation and connitation of the narrative, visuals, mise-en-scene and diegesis itself. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of love, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation. Within the diegisis, mise-en-scene and narrative of this music video many contemporay issues are shown such as violence, domestic abuse, sex, love, vandelism, hardship, upset, hurt and being heartbroken which connote and refelct the realities of modern society. However anouther person may interpret and connote these contemporary issues as acctually emphasising reality as they may feel that in there real lives, these types of situations don't happen, this may suggest to them that acctually the artist want an audience to sympathise with her and is therefore using hightened reality to build the tention and suspention, making things appear worse than they are in reality. Although it also could be argued that these connotations are reflecting different aspects of peoples life styles and in fact it is an accurate representation of society itself but some people never experience this in there life because they live a lucky, privalleged life style and are almost wrapped in cotten woll. I believe this music video opens its audiences eyes up to the harshness and realities of society that many people experience and allows them to be educated and understand the depths of hurt and hardship some people go through in life. On the one hand this could connote the ideology of educating people of the pain and hardship people go through in life and just an accurate representation of the society and world which we live in today. On the other hand this could connote the ideology of being an overexadurated representation of real life and as being a bad exapmple to younger, more naive people as it could be seen and connoted as representing the concepts of violence, abuse, sex and violent relationships as okay and normal, leading young people to think its okay to do these things.
-How is the Narrative Developed?: A key thing about the narrative, which is conventional of music video's, narratives, media texts and stories of any kind are that the start of the narrative links back to the end and creates some kind of resolution and completion of the story that an audience can understand and relate too. At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at as if shes seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theres develops the narrative by linking the begining of the story back to the end of it through the structure of the narrative and gives of the ideology that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it, remember the song and therefore become more likley to buy it allowing the artist and record label to make more money from the single. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative flow in a way that an audience can understand and relate too. The narrative also develops alongside the use of edits and cinematography which complements the narrative and develops an audiences understanding of it. For example the edits build and get faster as the story develops and build to a climax and the use of cinematography such as tracking shots follow the action of Florences lover and therefore highlight the fact he's walking away from her and allows the audience to understand the narrarative my emphasising the action in a naturalistic way that complements the visuals, narrative and lyrics themselves. The concepts, ideologies and issues displayed throughout the music video and narrative are also very conventional of Indie-Pop music video's as the derilict, dark, old naturalistic locations gives of the connotations of being rough, edgy and ready which create versimilitude and reflect real life and society without the glitz and glamour of some mainstream-pop music videos use. This use of realism and displaying real life issuees within the narrative like love, relationships, suicide, self harm, cheating, domestic violence, aggression and heart ache in a natiuralistic way allow an audience to connect with the single itself and music video as it reflects there real life and society itself, allowing them to allow connect and sympathise with the artist Florence. The use of rough and edgy settings and locations like houses, gardens and a beach reflect the lyrics and edgy tone of the song aswell as complimenting the realistic issues the song itself displays. The structure ofnthe narrative of this music videos is episodic and flashes forwars and back between different shots of different locations from there house to the beach to outside in the garden, however within each location the narrative within the scene is constantly developing and moving forward in chronological order. This allows an audience to follow and understand the story of the narrative clearly, enabling them to feel connected to it, as well as complexness of the narrative keeping there intrest, focus and attention on the music video and song itself as they want to find out what will happen next, making it a successful marketing tool for the song and a succesful media product in itself.
-How does the Text Appeal to the Audience?: The target audience of Florence and the Machines song and single itself would be at young people aged around 15-25 who are a primary audience who are typically have the most intrest in indie-pop music, people of this age group are also more impressionable and are most likley to relate too and aspire to be like this young artist, as well as beiing able to connect to the lyrics in the song. The music video itself's target audience appears to be targeted at a wider range of people, even those of an older age group such as women around the age group 25-40, this is because the way the narrative convey's a message through the music video, it covers and visualises through the mise-en-scene a whole range of issues such as violent relationships/marraiges, suicides and long term break-ups, these are scenario's that typically happen to women of this age group and therefore they are more likley to relate to and understand the message and ideologies behind this music videos and its narrative. It could also be argued that this music video directly targets violent young men, typically those around the age group of 18-30, as it is visually showing these men through the use of characters within the narrative and through the use of mise-en-scene what there violent actions do to women and therefore educating them about the error of there ways and that what there doing is wrong. Through the use of mis-en-scene such as the contrast of darkness throughout the musc video and brightness at the begining and end of it through the use of a light and a fire, it could be argued that this music video is directly targetting those people who suffer from a mental illness. This is due to the connotation of the bright lights of the light and the fire symbolising that theres always a light at the end of the tunnel, no matter how bad things mayn seem throughout there life. As this is a mainstream indie-pop music video with a mass audience, different types of people with mental illness may watch this music video and connect with the depressing, awful emotions and representation shown through the lyrics and the visual/mise-en-scene/narrative but also pick up on the hidden message, making them feel like people understand and that if an artist can find a the light at the end of a very dark tunnel, so can they, thus ideolising her as a result. For example suicide itself is covered as an issue within this narrative as Florence appears to feel like diving into the see and getting rid of/drowning her pain away, however in the end she comes out of a bad situation much stonger, finds the light and happiness, looks towards the future and moves on, this therfore gives of a positive ideology to a target audience of those with mental illness or suicidal thoughts that everything can and will be alright in the end and that they can get through this. This implied and connoted message is much more powerful and connecting with its audience as Florence Welch is a respected artist in the public eye who people look upto and therefore the message is more likley to be communicated accross to its mass mainstream fragmented audience.On the one hand the target audience for this music video would be working class people as this music video's narrative covers very typically working class issues such as violence, realtionship breakdown, suicide and domestic violence which a working class audience can understand and relate too. However on the other hand it could be argued that those of more middle class and upper class may be intrested and intreiged by this music video as it allows them a unique insight into a world they are not used to and therefore shocks them with intrest, keeping them watching to see what happens next because its human nature, opening there eyes up to a different side on society there not used to therefore educating them on the harshness of reality. It could also be argued that younger more impressionable people who like Indie-Pop music may also therefore like Florence's music and therefore watch her music video. People of an age under 20 are typically very impressionable and therefore may look upto Florence as a role model and ideolise her. They may therefore find it 'cool' to be rebelious, violent and living on the edge and therefore try to eminate Florence's behaviour which could be giving of the negative ideologies that its okay to live a hurtful, rebelious, non-achieving life.
-Link back to Theorists: narrative theorist - climax, complex, lights
Wednesday 18 September 2013
Research into Music Videos/Genre Examples
Other music videos promoting songs/singles/albums by the artist Olly Murs, could also give me ideas of how to establish an effective genre, themes and motifs in my music video and also give me ideas on how to create an effective style and identity for my Artist. Some of Olly Murs other music videos are listed below, which I could use for inspiration:
'Dance With Me Tonight' - https://www.youtube.com/watch?v=F3EG4olrFjY
'Heart Skips A Beat' - https://www.youtube.com/watch?v=j5dFe-WKuPs and https://www.youtube.com/watch?v=R4rKvWA6w20
'Oh My Goodness' - https://www.youtube.com/watch?v=v0r8zxsWoR4
'Army Of Two' - https://www.youtube.com/watch?v=0zk2PCti8-c
'Please Don't Let Me Go -https://www.youtube.com/watch?v=-4S9gQb9PjM
'Dear Darlin' - https://www.youtube.com/watch?v=m20BTdy9FGI
There are also many other Artists of a similar style, genre, theme and identity as in 'Troublemaker' by Olly Murs, I could also use some of there music videos for inspiration and ideas to help make my music magazine as effective, attractive and professional as possible so that it markets my music product and artist in an effective way that makes it's audience want to by the song/album/single. Some of these other music videos I could use for inspiration and ideas are listed below:
'Lover to Lover' by Florence and the Machine - https://www.youtube.com/watch?v=u-eTmoyP_5A
'Spectrum' by Florence and the Machine - https://www.youtube.com/watch?v=iC-_lVzdiFE
'Sweet Nothing' by Calvin Harris featuring Florence Welch - https://www.youtube.com/watch?v=17ozSeGw-fY
'Seven Nation Army' by Marcus Collins - https://www.youtube.com/watch?v=uxevD8-bG9k
'Mercy' by Marcus Collins - https://www.youtube.com/watch?v=Svxlh8lvu_M
'Candy' by Robbie Williams - https://www.youtube.com/watch?v=gtOV7bp-gys
'Different' by Robbie Williams - https://www.youtube.com/watch?v=MFCWdrnZIIs
'She's So Lovely' by Scouting For Girls - https://www.youtube.com/watch?v=7ABNEjPxWEg
'Just be' by Paloma Faith - https://www.youtube.com/watch?v=kvHiflzabHg
My chosen genre for my Music Video is Indie-Pop. Here are some various different examples of Music Videos within my chosen genre of 'Indie-Pop' with a breif exploration of there codes and conventions, ideology, concepts, target audience and genre that each of the Music Videos use. This Research will help me when creating my on Indie-Pop Music Video as it will give me the knowledge and understanding I need to create a professional looking, effective, attractive, commercial, complex, conventional, interesting, stand out Music Video that works well.
Just be - Paloma Faith
In Paloma Faith's Music Video for her song 'Just Be', the whole Video is done in Black and white which breaks the conventions of modern music video's which are done in Colour due to the adaptions in Modern Technology allowing us to be able to film things as if 'real life' creating interesting viewing and verisimilitude. However by using this black and white effect throughout the film it suits and represents the Artist's Vintage Style and Identity, representing the narrative of the song lyrics 'Lets get old together' as the visuals connote 'old' and 'past', its almost like looking back into past memories (unique insight into Artists life). This emphasis's the emotive language behind the lyrics of the song, as these are shown and represented in the visuals, the continuous black and white effects creates continuity and sets a clear style and theme that flows with the narrative of the music video effectively, allowing the music video to stand out from others of a similar genre for being unique and different. This Music Video has the Conventional Code of placing the Artist within the narrative of the music video almost telling the story as if its happened to them, making it more personal and relevant, this is conventional in Indie-Pop music Videos. The target audience of the song would be at young women who have experienced the feeling of wanting to hold onto Love due to the lyrics and Artist representation and the music video itself also emulates the same target audience as it represents and visualizes the narrative behind the Lyrics, which the same type of audience can relate too and connect too. The Ideology and concept behind this music video represents women as unequal to men as the female Artist is shown to be the one holding onto the man and having to please him with visuals of her Naked covering herself connoting females as vulnerable, naive and objective to males just as in Laura Mulvey's theory of the 'Male Gaze' however this time within the narrative itself rather than for audience purposes. The Artist is therefore represented as the protagonist of this video as she one telling the story, an audience instantly relate and connect to her (lyrics),sympathizing with her story. This representation of Artists being the protagonist of the music video is conventional in music videos of the Indie-Pop genre and is an effective way to promote the artist and the song as a package, which is one of the main purposes of a Music Video. The Genre of the Music Video is Indie-Pop, which is represented through its edgy, conventional naturalistic locations(bedroom, clubs, outdoors, steps) outfits, artist Identity and connotations. The song is a type slower, sad ballad with the style, atmosphere and theme of the song being shown and represented through slow camera movement, fewer edits and faded edits between shots which make it almost connote dream like memories and complements the genre and style of the song itself effectively, connoting sadness of sympathy for the artist. A key thing I liked about this music video in particular was the way that the edits where faded and straight cut between Paloma and her lover holding hands to an older couple resembling them holding hands which emphasized and highlighted the themes of memories, love and holding onto the past, developing the narrative and creating continuity which maintains an audiences interest and understanding in the music video. This was a cute and unusual effect that represented the lyrics and positive ideology that love can last forever, something which is rarely represented in music videos these days as 'sex' and 'relationships' are often represented to be casual, quick, meaning less things in music videos and the media. By the artist doing this she is representing a positive ideology and representation to young people, giving them another way to look at love and relationships, positive role model.
Mercy - Marcus Collins
Marcus Collins Music Video fits clearly into the Pop/Indie-Pop genre with its quirkiness and conventional Artist representation in a contemporary way. The style of the song has a much more uplifting, happy and up beat feel to it compared to Paloma Faith's 'Just be' and this is clearly and conventionally represented and reflected in the music video with the Artist dancing and jumping around with a big smile on his face complemented by the the use of much quicker edits and faster camera movements which complement the uplifting pop style and genre of the track. The Artist is the protagonist and central focus of this music video and almost narrates it with the lyrics, which is conventionally used in Indie-Pop Music Video's to promote the Artist and the song in a positive light that connects to it's audience. The target audience of this song would be younger girls who like pop music and possibly even older women into this style of Music and connect more with the lyrics themselves. However the Music Video with its bright colours and dance routines is targeted more towards younger girls(8-14) who may find it intresting, fun and want to dance around to it and possibly even gay men as the Artist's Colourful Gay Identity is represented in this video with his stereotyopical tight trousers, colorful clothes and dance rutines which make him appear a fun loving gay man which may appeal and attract other gay men who have a crush on him. Targetting differemnt audiences with the track itself and music videos is often conventionally used within the pop music genre to try and bring in a much bigger mass audience and intrest towards an artist so that they are able to attract more people to want to buy there music and therefore make more monwey in the long run. The Ideology and concept behind this music video represents love and life in a positive way with positive connotations due to the bright colours, uplifting music and dance rutines that make life and society seem like a happy place to be, even if in reality it isn't. This therefore represents the artist Marcus as a happy, fun, uplifting person, meaning an audience will watch this instantly liking him and feeling they have a connection with him and will therefore be more likly to buy this Artist's music if they like him. The posotive ideology in this video therefore also represents the gay community as happy, fun loving people, which is stereotypical but still represents the artist in a positive light. The locations and edits in the the music video (street, pub) flow from one to the other for continuity and are realistic, reflecting real life creating versimilitude, helping to develop an audiences understanding of the narrative and conventional of indie-pop music videos themselves. This film is predominantly a performance clip as its full of dance rutines, singinging, music and moves that showcases the artist and there identity in a positive, fun light. Having a music video that is predominantly a performance clip breaks the conventions of a lot of narrative based indie-pop videos but is conventionally used in pop music videos, esspecially those who are bringing out one of there first singles likwe Marcus Collins is here. This music video breaks the natruralistic conventions by adding some more abstract 'performance' elements in like the dancing musicians with trumpets that arn't acctually playing them, this breaks the versimilitude making this video more of a pop genre and emphasising the stereotypical ideology of gay men being happy, fun loving and out there.This postitive reoresentation and ideology of Marcus Collins in this video links to Richard Dyer (1983) theory about the importance of representation in media 'How we are seen determines how we are treated, how we treat others is based on how we see them', it is important that Marcus Collins represents himself in a positive way and the way he wants people to see him as its human nature to judge people and he wants to be liked not hated as thats also whats going to make people want to buy his music too.
Spectrum (Say My Name) - Florence and the Machine
In Florence and the Machine's music video for her single 'Spectrum (say my name)' she creates a narrative within a complex spectical of a fantasy which reflects the complex nature of her song and its lyrics. The complex colours, lights, scenery and patterns within the music video also gives of an ideology and representation of the artist Florence being a mystical, beautiful, artistic, complex, fun human being due to these connotations this fantasy world gives off. The Artist in the music video, Florence, is represented as the protagonist of the music video as the action centers around her as a main focus, this is conventional of music video's (esspecially of an insie-pop genre) as they are there to promote the artist and represent the narrative and meaning behind the lyrics/music of the track from an artists point of view therefore effectivly promoting them as a package. The codes and conventions in this Music Video are complex eith meany of the concepts within this music video going agaainst the conventions of normal indie-pop videos. Conventional Indie-Pop genre Music Videos are typically very naturalistic with a believable narrative full of versimilitude, that relates to its audience's lives and that progresses forward with the track itself. They are also often very edgy, rough, raw and reflect real life. Hopwever, Florence has gone against the conventions of an average conventional Indie-Pop Music Video and has done the complete opposite my creating a complete unnaturalistic, fanasy world within the diegisis that almost reflects that of imagery in fairy tails and fantasy novels. This music video is also clearly of a much higher production value than most raw and edgy indie-pop music video's that reflect real life as its full of scenery, set, costume and fictional characters, its almost like a theatre piece and a fantasy world brought to life in the diegises of Floerence and the Machines music Video. By breaking the conventions of Indie-Pop Music Video's Florence and the Machine has made their Track and Music Video stand out from the crowd in a positive way for being unique and different compared to others of this indie-pop genre, whilst still maintaining the original ideology of indie music, to be independent and unique. By creating this fantasy style world in her music video Florence and the Machine is offering escapism to there audience, a chance to be somewhere else and use your imagination like a child again and shes making it 'cool' to do so as its in a pop music video. This means that an audience will want to listen to her track to escape into anouther world and by visuallising this concept, Florence is making her music assesible to a wider audience of people, as a contemporary audience often listen to music to 'escape' to anouther world, a better place than the society we live in. As the protagonist and Artist of this music video Florence is connoting and representing the ideology of being this Princess, Godess like person within this fantasy world which is something anylittle girl dreams of being, in this instance she is therefore represented as beautiful, something all women aspire to be and therefore giving of the ideology of her being perfect, women want to be like her, a role model. This theory/concept of women wanting to be beautiful and the best like other women who are desired, like Florence, in the media links to the theory of John Berger who's study stated/concluded that ' women in the media industry are used for the exact purpose that female nudity was used in traditional oil paintings. To be looked at, desired, envied and to be seen as desirable women, not only by men but also by women.' It could be argued that this concept is used in this music video, basically the ideology that Women want to be like other 'better' women and desired and men want to be with women/see attractive women and women like people to be seen as attractive. The unconventional, wierdness, unique and almost mad narrative, visualisation and presentation of this Music Video can also be seeen as a representation of the Artist 'Florence and the Machine' connoting her as unique, different, unusual, wierd, almost away with the fairies yet still a beautiful and interesting person, giving of the positive ideology to an audience that its good to be different. The target audience of the track itself, stereotypically speaking, would be unique young people, into this indie-pop genre of music, predominantly women as they can relate more the lyrics of the song and the artist themselves as there the same sex and generally people around the age of '16-25' a group of people who usually like and appreciate this kind of music as well as it being a good song young people can dance around to and rave too in clubs (popular with this age group.) The target audience of the music video itself would be either younger children due to its 'fatasy childhood nature and theme' or people within the 16-25 age group who are more creative, indie and wierd and appreciate the uniqueness and art behind this kind of music videos (perhaps even intresting homosexual men due to the concept of the 'Male Gaze', Laura Mulvey, as Florences attractive appearence/shots in this video could attract male attention). The whole narrative, stucture, appearence and context of this music video is very complex with elements of narrative, performance and abstract in there, merging the different styles of film in an innovative, almost theatrical and inspirational way. This reflects the narrative theory of narrative media theorist Tzvetan Todorov who's theory allowed for complex interpretation of film texts, stating that the 'Structiure of a narrative is complex'.
Dance with me Tonight - Olly Murs
Olly Murs' Music Video for the song 'Dance with me Tonight' is of the indie/pop genre with many uses of codes and conventions that make this video effective, professional, fun and interesting for an audience to watch. For example the artist of the track is the main protagonist of the music video, almost telling the story with the lyrics which is conventionally used in music video's of an indie-pop genre to promote the artist and the track as a package, allowing an audience to feel connected to the artist and remember them, making them more likely to want to buy the track itself. Within the narrative there is the stereotypical 'boy meets girl' love sequence, almost a Hollywood cliché but what happens within the narrative of the music video deals with more contemporary love issues like prison, drunkenness, anti-social behaviour and partying in a fun and light-hearted way. This gives things that are seen as 'negative' and 'bad' in this world positive, happy connotations, giving of the ideology to young people that anti-social behaviour, drinking, partying and going to prison are actually fun, 'cool' things to do, which could have negative influences on young people as they think it’s okay to do those things when in reality getting doing those things isn't fun, can get them into trouble and ruin their life. This Links to Richard Dyer 1983's theory 'How we are seen determines how we are treated, how we treat others is based on how we see them. How we see them comes from representation.' His theory deals with the importance of representation and the influential impact it has on people/ am audience, just as this music video could be seen as influencing young people in a negative light and people who don't act how people like Olly Murs are represented therefore aren't seen as 'cool' or normal in society. Within this music video there is also the use of Binary opposites, which is based around the theory of Levi Strauss (1958) which relates too an audiences understanding of the opposites words/characters reflect when we think of the for example if we think of the word 'Hero', we think of it's contrasting opposite 'Villain', this helps develop an audiences understanding of the narrative. In Olly Murs' Music Video 'Dance with me tonight' there is the use of Binary opposites which help the audience’s understanding of the narrative such a Boy VS girl and then Bad Guy VS good girl. An audience know whats going to happen in the video as its typical media binary opposites and they help an audiences understanding of the narrative but it’s the way its represented to the audience that makes them interested in what’s going on, it always has a different meaning and context behind it. This video uses lots of straight cut edits for verisimilitude and realism and also use fast edits and quicker camera movements as the song builds to fit with the rhythm, style, tone and genre of the track itself, this is conventionally used in indie-pop music videos for continuity and to allow the music/song to complement the music video do that it works together well as a package. This music video creates verisimilitude within the diegesis by using edgy real life locations like prisons, clubs, cars, street and houses with the narrative of the lyrics themselves covers topics such as love, this is typical and conventional of indie-pop music video's which are conventionally edgy, raw and realistic. However there are also elements of non-naturalism in this music video with the video predominantly being a performance clip with lots of heightened reality such as a party in the street outside a girls house just to make her love him, being allowed to pull faces on the prison mug shots and breaking into a dance routine that suddenly everyone knows. This type of heightened reality is common and conventional in popular, catchy, top chart hit music videos as it allows society and the artist themselves to be represented in a fun and optimistic way which makes the audience feel good about themselves and life, want to be in the video with the artist and therefore this overall makes them enjoy the track and want to buy it themselves (purpose of a music video). The primary target audience for the chessy, catchy track itself would be young girls around the ages of 8-14 but the music video itself with the attractive young man opens itself upto a much wider target audience, interesting young women and girls parents due to the grown up concept and visuals of an attractive men that women may enjoy fantasising about. There is also a young attractive female placed within this video too, as Olly's lover, these visuals may also attract young men into wanting to watch it as heterosexual men stereotypically like to fantasise and look at attractive women. By creating a music video with so many different elements too it which could attract different audiences, Olly Murs' is making his music accessible to a much larger mass audience, meaning more people will want to buy his music video, allowing him to make even more money on it. This concept links to the theory of Laura Mulvey 1975 who believes in the 'Male Gaze' and that media texts put the audience or viewer is put into the perspective of a heterosexual male and that the camera uses particular movements to perceive women in an idealistic views. This is almost emulated in this music video as despite the artist being male, the artist almost objectifies the women by winking at her and looking at her provocatively, the camera also shows close ups of the young females different 'attractive' body parts which suggests the viewer may be looking at the situation within the diegesis from a stereotypical heterosexual man’s prospective, arguably making men want to be with her and women want to be her, broadening the target audience of this music video/track, making it more popular and mainstream. The Essex Artist Olly Murs' is represented as cool, classy, edgy and swarve with stylish suits and casual clothing and his signature bowler caps which give him his unique artist Identity making him memberable to an audience. There is also lots of elements of vintage in this music videos like with the cars and banners, which are conventional of indie-pop music videos, make the artist stand out for being unique and edgy and making vintage and edginess 'cool' as its represented in a positive way in a mainstream music video.
Lyrics of the song
You're a troublemaker
You're a troublemaker...
You ain't nothing but a troublemaker, girl
You had me hooked again from the minute you sat down
The way you bite your lip got my head spinnin' around
After a drink or two I was putty in your hands
I don't know if I'll have the strength to stand, oh oh oh...
Trouble troublemaker, yeah
That's your middle name, oh oh oh...
I know you're no good but you're stuck in my brain
And I wanna know...
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker!
It's like you're always there in the corners of my mind
I see your silhouette every time I close my eyes
There must be poison in those finger tips of yours
'Cause I keep comin' back again for more, oh oh oh...
Trouble troublemaker, yeah
That's your middle name, oh oh oh...
I know you're no good but you're stuck in my brain
And I wanna know...
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Maybe I'm insane
'Cause I keep doing the same damn thing
Thinking one day we gon' change
But you know just how to work that back
And make me forget my name
What the hell you do I won't remember
I'll be gone until November
And you'll show up again next summer, yeah!
Typical middle name is Prada
Fit you like a glove, girl
I'm sick of the drama
You're a troublemaker
But damn girl it's like I love the trouble
And I can't even explain why
(Yeah!)
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
You're a troublemaker...
You ain't nothing but a troublemaker, girl
You had me hooked again from the minute you sat down
The way you bite your lip got my head spinnin' around
After a drink or two I was putty in your hands
I don't know if I'll have the strength to stand, oh oh oh...
Trouble troublemaker, yeah
That's your middle name, oh oh oh...
I know you're no good but you're stuck in my brain
And I wanna know...
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker!
It's like you're always there in the corners of my mind
I see your silhouette every time I close my eyes
There must be poison in those finger tips of yours
'Cause I keep comin' back again for more, oh oh oh...
Trouble troublemaker, yeah
That's your middle name, oh oh oh...
I know you're no good but you're stuck in my brain
And I wanna know...
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Maybe I'm insane
'Cause I keep doing the same damn thing
Thinking one day we gon' change
But you know just how to work that back
And make me forget my name
What the hell you do I won't remember
I'll be gone until November
And you'll show up again next summer, yeah!
Typical middle name is Prada
Fit you like a glove, girl
I'm sick of the drama
You're a troublemaker
But damn girl it's like I love the trouble
And I can't even explain why
(Yeah!)
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
Why does it feel so good but hurt so bad, oh oh oh?
My mind keeps saying,
"Run as fast as you can"
Troublemaker
I say, "I'm done," but then you pull me back, oh oh oh...
I swear you're giving me a heart attack
Troublemaker
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