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.
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