Analyzing the Key Conventions of Music Videos

The music videos I have chosen to analyze are 'Peso' by ASAP Rocky, 'Boyfriend' by Best Coast and 'Way Too Cold' by Kanye West featuring DJ Khaled.

Peso by ASAP Rocky is in the Hip Hop Genre so it has some of the genre characteristics such as cars, jewellery and alcohol. Although he shows some difference to normal Hip Hop videos as there are no expensive settings, it is set where he grew up in Harlem, which isn't seen as the nicest area and it shows what he gets up to in everyday life, he his showing us his experiences. There are a lot of close ups of the artist because he is a new artist, so he needs to be recognized and become established. The label obviously want to focus on his persona mainly. There are relations between the visuals and the lyrics, as when he raps "And I don't need a necklace", he pulls a simple gold chain through his grills which shows that he doesn't need flashy jewellery like other rappers to get a girl he wants. Another link between the two is when he raps about his style "Raf Simons, Rick Owen - usually what I'm dressed in" and the camera flicks to his shoes, which are made my Raf Simons. Thirdly, ASAP Rocky raps "smoking sections" then he lets out a puff of smoke in slow motion to put emphasis on that lyric. Lastly, ASAP Rocky says "Your bitch just said I'm hot", then he points to the female sitting next to him as if to imply that the girl sitting next to him is another guy's girlfriend. The relationship between the pace and tone of the music and visuals is very similar, the pace and tone is neutral throughout, along with the visual,, there is no change in ASAP Rocky's voice or the tempo of the song, it is thoroughly chilled and even-toned all the way through. The music video is performance based, he is mainly in the video mouthing the lyrics while there are some clips of Harlem, where he is from. There is a notion of looking at a part where ASAP Rocky is sat next to a female and he points to her, she is also looking at him throughout the scenes in which they are together in although ASAP Rocky doesn't pay much attention to her, as if to say she is not worth anything to him other than to show off.

Boyfriend by Best Coast is in the Indie Rock genre, so it has some genre characteristics such as in majority of Indie Rock videos, there has to be an inclusion of a performance element and it has to display a band's authentic image in which this music video does both. There are close ups of the artists, mainly the lead singer, as when the song was released, they were a new band so they needed to be established and recognized by their target audience. I found one relation between the lyrics and the visual which was, when Best Coast sing "I wish he was my boyfriend", the main character in the video looks across the table at her love interest. The relationship between the pace and tone of the music and the visuals, is that the music is surfy, laid-back and mellow, the pace of the song is the same throughout the song, it doesn't speed up or slow down dramatically and the video is also mellow, it depicted the same theme and tone of the music. The girl finally gets to be with her crush, which is quite a simple idea to go with a song with such simple lyrics. The video is 50/50 between performance and narrative. There is a notion of looking between the main character and the love interest, when they share eye contact across the table.

Way Too Cold by Kanye West is in the Hip Hop genre and it has some of the genre characteristics, such as a woman dancing sexily in skimpy clothing and expensive settings such as High Fashion clothing shops. There are no close ups of the artist, as the origonal artist isn't featured in the music video because Kanye West is already an established and known  figure around the world, unlike the other two artists. There are several links between the lyrics and visuals as when Kanye raps "Need some theraflu", someone starts pouring Theraflu (a medicine) onto the floor and into the models mouth. He also raps "From the project one day to project runway" and begins showing expensive shops such as 'Gucci'. Thirdly, Kanye raps "La familia, Roc Nation" and the little boy in the video puts his hands up in the 'Roc sign'. Lastly, Kanye raps "Can a young n***a get money anymore?" and the visuals show white politicians who Kanye has previously shown a disliking to over their treatment or attitudes towards black people. The relationship between the pace and tone of the music and the visuals is very similar, the music hyped up and energetic as is the characters in the video. There is not a time when the music changes drastically and either does the music video. The music video is performance based, although clips of a woman sexily dancing and people with politicians masks on. There are intertextual references to other media texts, as George Bush, Condalisa Rice, Donald Trump and Sarah Palin are featured in the video (a actor is wearing their mask), it shows Kanye's strained relationship over the years with politics, such as when Kanye said "George Bush doesn't care about black people" during Hurricane Katrina and he has previously said in his song, So Appalled, "Balding Donald Trump taking dollars from ya'll" so it is referring back to that lyric.

Music Video Evaluation

Our group were asked to create a music video to a song of our choice lasting three to four minutes. In terms of planning, we watched videos that inspired us and took ideas from those which did (e.g. Video Games – Lana Del Rey), we created a storyboard so we had a rough idea of what kind of shots we wanted to include and we visited the location where we wanted to film the performance based part of the music video to have a rough idea which areas were best for lighting. Our initial aims for this music video was to create a performance and concept based video showcasing the themes of love, hurt and distress and we wanted a grimy, moody feel to the music video. The genre of our music video is indie-pop/sadcore as it reflects the song, our primary target audience is female students between the ages 16-26 as most indie-pop videos are aimed at students and I have chosen females because it is a known fact that females love heart-break songs and may relate to the song.

The video has some indie-pop characteristics such as we have used a rundown area; the location is generally dark although there are moments when the lighting is quite light which shows the ‘POP’ side to the genre. The artist is also wearing make-up; jewellery and abstract clothing which makes her stand out. We have also used footage from different scenes which is also a main characteristic in Indie Pop videos. The link between the lyrics and visuals is evident and amplified, as when the lyrics become more emotional so does the artist in the video which is shown by her facial expressions and body posture. There is also a link between the music and the visuals as the song is slow, dreary and monotone throughout the song and the model in the visual is emotionless and has no expression, the visuals amplifies the feel of the song. To create a certain image of the star in our music video, the record label demanded close-ups. As she's a solo artist, she needs to always be the center of attention when she is in the shot so the public familiarizes with her. In this music video, we attempted to not make any intertextual references to other TV shows, music videos or films as we wanted the video to be seen as unique, creative and original which will also help the star of the music video create a image of herself being a unique individual musically and creatively. In this music video, our star has challenged familiar stereotypes such as female artists in the music video must be skimpily dressed to gain viewers. If we look at the most popular females in the music industry; Beyonce, Rihanna, Katy Perry and Lady Gaga, they all wear skimpy clothes and most of the time their music videos include something sexual of the sort. That is something we wanted our artist to challenge, which also takes us back to the idea that we wanted the artist and the video to be seen as unique and original. 


The music video will be shown on channels such as MTV Rocks and Q as they are the channels that mainly play alternative videos. Other channels, such as 4Music and MTV Hits may occasionally play our artist's music video, as they play pop music and our artist does sing pop music, but they normally play mainstream music which is in the UK Top 40 or artists who are well known so only rarely will our music video be making an appearance. The video will also be available on websites such as YouTube and Vimeo, which can then be posted on blogs and social networking sites such as Facebook, Twitter and Tumblr. It is important that the video is available online as the internet has a huge impact on the charts and is a way to get the music video available to everyone across the globe. Our artist heavily relies on the internet as our target audience are known to use the internet a lot so it is an easy way to reach our target audience. 


In our music video, we have used a mixture of original clips that we filmed ourselves and clips that we have found on the internet, so the copyright law affects us as we have to get permission to use the found footage. We would have to hire lawyers or solicitors to approach the owner of the video clip that we took so we could get permission from them, if we do not gain permission there is a chance we'd have to change the music video drastically or get rid of it completely. We have taken into consideration these possibilities so we have come up with a few back up plans if things go wrong. OFCOM which is a regulatory body for Television have a code of practice which applies to our music video (complete later). 


Our music video has many strengths, as it is original and creative, the main reason why we wanted to do a music video was to be different. We decided against just having a clip of our artist singing the lyrics as we thought that would be extremely boring and not appealing to our target audience. We also decided against making the music video predictable as we wanted something that was unexpected not cheesy or boring. We feel that the direction we took this music video in has worked perfectly for us and is appealing to our target audience as it is different from what they normally see on the music channels and will catch their eye. We feel our editing skills in this music video was good, as we had never edited a music video before, we synced the music well and I believe everything has a nice flow. We also used all different kinds of shots in different lighting, so we have a variety in our music video rather than it all being in the same location and the same lighting which can get repetitive and boring. We made sure we had close-ups, full body shots, our artist was sitting down, standing up, standing on a rock in the middle of a dirty pond... variety was important to us. I believe that our music video only had one weakness, which was video quality. In some areas, the video quality was not as good as other parts which is not entirely our fault but we felt that it could of been better in some parts. Other than that, we are extremely proud of our music video, we believe it gives a good representation of our group as people and our creativity. I think it meets our audience needs, as our audience was 16-25 female students. That age group are mainly interested in pop as it is the most popular genre, also our music video is about love and relationships which is suitable for teenage girls as they can relate the music video to situations in their own life. It is also meets our target audience's needs as the artist is of similar age so the target audience is more likely to relate to our artist. 

Music Video: Filming Schedule

Music Video Ideas

Star Analysis

Kings of Leon is an American rock band, which was formed in Mt. Juliet, Tennessee in 1999. The band is composed of brothers Anthony Caleb Followill, Ivan Nathan Followill and Michael Jared Followill with their cousin Cameron Matthew Followill. The band's early music was a blend of Southern rock and blues influences, but over the years they have included more of an alternative, arena rock sound.

In Kings of Leon’s earliest videos they were showcased as being scruffy, southern boys with their flared jeans and long hair. All of their early videos are performance based and cheap budget, which contributes to their deep southern image. In ‘Molly’s Chamber’ and ‘Red Morning Light’ they are all looking scruffy and showing the conventions of deep southern boys with their actions and appearance.

The image they have developed later on in their career is that they are now clean-cut, wiser and older which is a huge difference from earlier on in their career. The later videos I analysed both were concept based and performance based which is also different from earlier on in their career as all their earlier videos were only performance based. The videos show the conventions of a traditional rock band, which shows how far they have come in the industry. The videos are also much more high definition than the earlier ones which were grainy and blatantly cheap budget.

In their earlier videos, there were close ups of all of the band but in their latest videos the camera more focuses on the lead singer, Caleb. Although there is close ups on all of the other band members the lead singer is the main focus. Their hairstyles are modern but still a little bit messy as they were in earlier videos, their costumes consist of a typical rock band’s outfits; T-shirt, tight jeans and boots. The prop that is frequently used in their videos is a guitar and drums as many of their videos are performance-based; also they frequently use beer, which connects to the typical rock star image. All of these things contribute to their rock star image, which includes girls, beer and tight jeans.

The camerawork used in ‘Red Morning Light’ contributed to their rock star image as the music video was low quality and quite grainy. It also uses angles such as worm’s eye view to create the grungy image they had in their earlier days.

Kings of Leon have always been quite macho with their image; this made them popular at the time, as they were different from other rock bands around such as U2 and Coldplay who weren’t showcased as macho. 

To conclude, Kings of Leon were showcased as grungy, southern rock and rollers in their early years but as time has gone by they have developed into a modern rock band, not losing their southern rock image but it has become a lot more commercial. 

Textual Analysis of a Music Video

Our deal by Best Coast

Directed by Drew Barrymore

The video I am going to be analyzing is by Best Coast and directed by Drew Barrymore. The genre of the music is indie pop and surf pop. The broad characteristics of these genres are normally performance based or they flick from narrative to performance frequently.

The only link between the lyrics and visual is that they are both about a relationship of some kind and people not being able to be together for some reason. In the music video, they are both from rival gangs which means that it’ll be difficult for the both of them to be together, also at the end of the music video she punches him which results in him falling off the side of the building and falling to his death which means they definitely can’t be together. In the lyrics it says “I wish you would tell me, how you really but you’ll never tell me cos that’s not our deal” which shows that she wants them to be together but he wont tell her how he feels because of some deal they both made but by the end of the song she says she doesn’t want any part to play in the deal anymore “that’s your deal, that’s not my deal.”

The link between the music and visuals contradicts itself. The music is quite soft and surfy while the video is quite gritty and to the point. There are solo instrumental bits, which are illustrated by the video, as the song is only 2 minutes and 9 seconds long while the video 3:51.

The record company is looking to sell the track by including stars into the music video such as Chloë Grace Moretz (most famous for Kick-Ass), Tyler Posey (most famous for Teen Wolf), Miranda Cosgrove (most famous for iCarly) and many more. The image that is being offered of the band is that they are romantics. The video doesn’t relate to any of the previous videos Best Coast have done, all of the other videos they have done have been light and soft.

The intertextual references used are of Greece as where the two main characters meet is where they race in the movie Greece, it is also linked with West Side Story as West Side Story is about two youngsters from a rival gang who fall in love and can’t be together. The music video is almost shot in a Greece style and the storyline copies West Side Story.

The music is all narrative based as it has a storyline throughout the whole of the video. Overall this video is completely different from the conventions of this genre and the other videos which have been created by the band.

Final Poster Analysis and Storyboard Analysis

My poster appeals to my target audience as it is fun, over-the-top and silly. It is bright and the main character is the centre of the poster which shows that the film will be mainly about her. The representation I have created in my poster is funny, also it is intimate. The poster conventions I have used are a title, main character, the movie rating, slogan, the film credits and information about the movie. These would appeal to my target audience as it has the an image of the main character which catches your attention, the movie rating so you know who is allowed to go, a funny slogan which is there to entertain, the film credits will allow my target audience to find out who made the film and the title is quick and snappy so it will be easy for my target audience to remember the name of the film. The meaning that the text and image create together is that the movie is funny and should not be taken seriously.

The trailer conventions I have on my storyboard are a title, images, video and sound. This would appeal to the my target audience because the title is fun as it is being flipped through a note book, images because they are fun and keep the target audience engaged, video  and sound because they are main parts of a trailer. I have represented my main character in my trailer as spoilt, selfish and stupid because the film is about girls being ungrateful and thinking the world revolves around her. I want her to be a likeable villain, you’re not supposed to like my character but you do. The difference between the protagonist and the other characters is that they cater to all the protagonist’s needs which shows that she is in charge. The film company I have identified as producing and distributing my film are ‘bigtalk products’, I chose the company because it is independent and they have produced a lot of comedies which is the genre of my film.

Movie Poster Mock-Up

Brainstorm for Movie idea

Trailer Analysis



Film trailers are an extremely important part of film marketing. They are made to advertise the film. They normally have big budgets, as film studios understand that film trailers are one of the most important ways in creating immediate interest in a film. The earlier trailers are known as teaser trailers, which are supposed to tease the viewer with only a few exciting details. Closer to the date, another trailer is released which includes more information and including the release date.

The normal conventions in a trailer are they include key moments, but do not give away any crucial plot details. The title of the film is usually not put on screen until the end of the trailer, which is then followed by the release date. The names of the main stars are put on screen early on in a trailer; it is to let the audience know who they can expect to see in the film. The audience often decide either to see a film or not because of the stars in it. The name of the director or producer is included; this helps the audience make connections between the other director or producers previous and recognised films. Mainstream films will almost certainly use a powerful voice over that draws our attention to the key points of the film. Also, music is essential in trailers as it can suggest the genre, style or plot of the film. The trailers are normally distributed through internet on YouTube or on their film production’s website; they are also distributed on radio by making a voice advert.

The target audience of the film is people who enjoy independent, modern comedy films with a quirky edge.  The unique selling point of the film is that it was made by an independent film company. The trailer gives an impression that is a mockumentary as there is no actual plot in the film. You also see the main character of the film, Napoleon in every scene of the movie which tells us that the film is about him and we see the characters in his life and what roles they play in the movie. It also shows that the movie has won two independent film awards, one at Sundance Festival which is one of the biggest independent film awards in the world.

Through the lighting, settings, music and camera shots, you can see that the genre of the film is comedy. The trailer and film poster are very alike and you come up with the same conclusions as you did for the other. The trailer and film explore the same areas in the film, Napoleon’s life and the people in it.

The film trailer makes the movie more desirable to watch as people may not understand the film poster well as it is weird and kooky but the trailer shows you enough clips from the movie so you understand what the movie is about and how amazing it is.

The advantages of using an internet trailer rather than a poster campaign as it brings more attention and attraction to the movie as more people use the internet.

Poster Analysis

The typical conventions of film posters are an eye-catching image (most likely of the stars in the films), the title of the film, a tagline for the film, the names of the stars, critic reviews and the production blurb. The audience expect to find the stars of the film, the title and when it is due to be in cinemas or if it is already in cinemas on the movie poster.

The genre of this film is comedy, I can tell this as the movie poster appears to have no purpose, and it is just full of hand drawn doodles and images of random people. The tagline to the film is ‘he’s out to prove he’s got nothing to prove’ which shows that the movie doesn’t have a storyline and will be all about Napoleon Dynamite and his daily life.

 His body language is coming off as nerdy and un-cool, nerdy guys in movies tend to be funny, which also tells us that the movie is a comedy, also his facial expression looks un-motivated and bored. The settings in this movie poster are on a hand-drawn background, which shows what Napoleon’s hobby is – drawing, it also features characters featured in the movie. The characters are wearing very out of fashion clothing; which shows what the character’s personalities will be like in the movie. The poster is trying to reflect Napoleon Dynamite’s mind as he is the main character. The title has been designed in Napoleon Dynamite’s handwriting, to make it more personal, also to make the movie poster focused on him, his mind and his life.

The film poster tells us that the film is all about Napoleon Dynamite, the people in his life, his hobbies and overall his life and goals. The audience can expect a personal movie about Napoleon’s life, with a lot of laughter.

I think people who enjoy modern comedy films with a quirky edge would be interested in going to see this film. The unique selling point of the film is at the bottom of the film poster, it says that it has won awards at two film festivals, one of them being Sundance Film Festival which is probably the most famous independent film festival in the world. The main selling point of the movie is that it is different, quirky and independently distributed.

The film company that produced this film were Fox Searchlight Pictures, Paramount Pictures, MTV Films and Access Films. Access Films is an independent film company who created and distributed the film within Fox Searchlight Pictures, Paramount Pictures and MTV Films who are major Hollywood companies. This film poster was placed mainly on the internet and websites, but was also placed on buses, bus stops and billboards to attract viewers.

Finished advert and Explanation

This is the final advert for my brand.

The ideologies I want to be attached to my advert are good quality, cheap and fun. The shade of the lipstick, which is quite bright implicates that she is fun. I've also used a teenage girl as my model which attracts a younger audience. Using a teenager as my model shows the target audience that I have used someone in their age bracket, which is ordinary like them so they can relate to the model. The anguish text at the bottom of my ad is part of my persuasive technique; also I have used personal and social appeal as persuasive techniques. Personal appeal because wearing this lipstick makes you feel and look great. Social appeal because you'll look great for others.

The needs I have addressed in my advert are self-esteem (which teenage girls lack), confidence (which teenage girls also lack), and creativity which almost all teenage girls strive for and respect by others which all teenage girls want. By having a person in my advert, I have tried to create someone that my target audience can relate to. I’ve used an ordinary, teenage girl who seems to not have anything spontaneous about her like other teenage girls out there but with a bright lipstick colour everything changes and she is shown to be fun, almost sultry.

Original image taken for my advert

Pitch for Advet

Advert Mock-Up

Draft of Advert using own image

Advert Proposal

Survey Overview





I found out that 37.5% of the people who took part in my survey would spend £6-8 on a lipstick and 25.0% of the people would spend £4-6 on a lipstick, both of them were the majority votes. This helps me understand what price range my lipstick should be around.

  



I found out that 77.8^% of the people who took part in my survery use the brands that they use because they are good quality, 66.7% of the people who took part in my survey used the brands they use because recommendations and because they are well-known. 55.6% said they buy a lipstick because of good reviews. This helps me understand how to advertise my product to my target audience.

These are the responses to the question in which I asked the people what they look for in a lipstick. Many said 'the colour', others said 'moisturising', and quality. They all mainly said the same thing so it helps me understand what people look for in a lipstick.

 

Questionnaire

http://www.surveymonkey.com/s/RS9WZD3

Planning My Print Advert