Unsigned Artist

1. Individually find, research and contact an artist and their established image

2. Select a song

3. Develop an idea/concept for their music video that rebrands or strenghtens their existing image

4. Contact your client for permission

Track that I am using: https://soundcloud.com/d_majoruk/go-hard

Task 1) Finding the artist by researching them and listening to an track with the use of Teardrop

For the research task that I needed to find an unsigned artist via steaming services or even YouTube although, I did find this artist on the audio Steaming Service called SoundCloud called D_MajorUK with his real name of Daniel Taiwo which he is from South London but as you can see by this screenshot here, the artist has release an EP (Extended Play) called Dawn Of A New Era which contains of six tracks. The song that I am going to be listening to off this EP is called Go Hard for which it has recevied 343 plays within the audio streaming service of SoundCloud but I am going to be listen to the track and by using the describing techinque that we used during the lesson when the class looked at the band Massive Attack's Teardrop Music Video.

Teardrop techinque

• Vocals: Echoy, passive, modulated, orotund, religious
• Instrumental: Light-hearted, tinny, fading, hitting 

Task 2: Visualization

By using the same method of the Teardrop technique for Task 1, this time I am going use it for the visualization of what the music video could look like in terms of the concept and my ideas that is going through my head.

Location - where it is set

Mainly for music videos that are seen by the audience like on YouTube or even on the streaming service on Apple Music, Tidal, Spotify etc. Locations are mainly used because if you tried to hire out a studio outside our college then it would cost a lot of money so using the different places in South East London is the cheaper way. So the location that this song is taking place in an rural areas in the region but as the video is progressing through the backing track (Go Hard), it moves towards to a local church that we know well to fit in with the lyrics.     

Characters & costume 

Within this music video that I have envisioned in my head, I have got a few characters that are going to appear in it so the promo is going to be narrative being told rather than having an genetic and uninspired video which the audience could switch off if they are watching it on YouTube for the first time  although I am coming up with the initial ideas, there is the possibly of doing an conceptual with the unsigned artist not appearing at all.

Unsigned Artist: Main character
Sinner: Who does not believe in God until after time, he/she starts going to church
Person 1: Believes in a God (Religion)  

Key Moments: what happens - how it start and ends

As I listened to the track of 'Go Hard' by the unsigned artist of D_MajorUK, I had envisioned of what could happened in the music video so the video will have a narrative based to it with the use of montage but I used the lyrics of the song to help create an interesting story behind this.

Beginning: The main characters and his friends are walking along the street with a few bibles in their hand where they meet a person in the street that is sitting on the bench in which the character offers the person it but refuses to take it so the actor puts it down next to him after to the person for a bit to think about reading the bible. After the character and his friends leaves to go somewhere, the person takes the bible with him and starts to walk back home.

Middle: The person puts the bible down on the floor and sits on the couch and starts watching the television until over-time, he turns around to the table where the bible is lying there so he gets up from the couch and goes to the chair and starts to reading the bible which grabs his attention quickly as he reads the first few pages.   

End: After reading the bible which allowed to believe that he has belief that there is a God, the person goes to Church to join up with the main characters and his friends to go an service and as he is leaving, he looks up the sky with two index fingers pointing up to the sky for which he is thanking God.

Colours and lighting

When it comes to the lighting within different music videos, the reason why it is still being used today is because it is creating an mood within the video to make it more interesting for the target audience. So the type of lighting that is going to be seen in video is natural and low-key at the same time because there is going to be a character who does not believe in any religion even though he/she is given a bible by the artist (main character) to read which does not bother about at all which by using low-key lighting within this person's room, it could an interpretation he/she is a sinner and belongs to Satan in a way  

Camera movement

When it comes to the camera movement, I would want still camera shots within the video but it is possible that there could tracking camera shots which it does include canted angles in some of them because it is a common thing that is seen in music videos. 

Editing pace and any effects

The editing pace that could be seen in the new music video that we are going to making for our assignment will be matching with the backing track of the song (Go Hard) which is Cutting To The Beat because it is very common that Hip-Hop music videos uses this technique although the genre of UK Grime which it is sub-culture to this but the possible effect that I could use within the video    

Intertextual references (films, adverts, other Music Videos)

I do believe that there is a use of intertextual reference within the lyrics of the track called 'Go Hard' where D_MajorUK says in the first verse which it is before the chorus 'Many years ago, Jesus died  and that's final, crucified and he resurrected'. So it is possibly that he is referring to the highly controversial 2004 film of The Passion Of The Christ which it was directed by the actor of Mel Gibson because it was criticized for excessive violence that was being portrayed within the film.          

Task 3: Mood Board

After doing my own visualisation version of the song Go Hard by the unsigned artist D_MajorUK for whom I found on the audio steaming service of SoundCloud, I am going to use the website of Glogster where I am able to create my own mood board for the music video that is going to be made for our assignment.

http://danielstorey7685814a616eb2d7.edu.glogster.com/mood-board-for-the-song-go-hard

Task 4: Making contact with the unsigned artist (phone or social network)

For this task of four, the next thing that I need to do is to contact the unsigned artist via a smartphone or even the use of Social Network like for example: Instagram, WhatsApp, Snapchat, Twitter or Skype to ask permission for the use of the track that they made for an audience. On Sunday 28th October 2016, I contacted the unsigned artist via my smartphone and asked if I can use his track 'Go Hard' off his recent Extended Play of Dawn Of A New Era and he said that I am able to use the track to make an music video that is going to re-branded or establish their image in a way.   

Task 5: Interview with the unsigned artist

At the same time of making contact with the unsigned artist via phone or social network, I need to do an interview with them to talk about my ideas (concept) for a music video that myself is going to be making for an assignment but not only that, I need to ask the unsigned artist about the meaning of the song of what they made for the audience and what they are aiming for in terms of their image.

As of Sunday 30th October 2016, I called up the unsigned artist of D_MajorUK to ask him about the meaning of the track 'Go Hard' and talking about my own initial idea for a brand new music video so it is important to get feedback to get their opinion. During the interview with the unsigned artist, I had ask him about the meaning behind the track of 'Go Hard' in which he said it is about giving people an alternative to start believing to God (religion: Christian) rather living life in sin and with the initial ideas, he liked the idea of story that I created which he felt that it would establish his image if I had to make a music video in the near future.

Assessment 3Ci (Practical Portfolio)

For this assessment task of 3C, I am going to be writing an report on cutting to the beat and miming with lip-syncing for my practical portfolio that I am going to be explaining in good detail because soon enough for our assignment which it will start in December, we are going to be making a music video for an unsigned artist so by learning these techniques the video will become interesting to watch.

Cutting to the Beat

The definition of cutting to the beat is where there are different camera shots are cutting to the beat of the song that was made by the artist to sell the single to the audience within the music video or cutting to the significant part of the song so for which this is known to be an editing technique to make the video more interesting to watch rather than bore out your audience so they would switch off from the promo which is the whole purpose of this. Although I have explained the definition of Cutting To The Beat, I am going to be looking at the music video that we did over the summer while comparing the Beat Editing task work by analyzing if both promos were cutting to the beat correctly or not.

For this summer music video of So Long by the British Grime (Sub-Culture of British Hip-Hop audience) duo of Krept & Konan for which it was done by myself, Jordan and Eunice during the transition period, I am going to be looking at this video in terms of its use of Cutting To The Beat. Normally for any music video depending on the genre that the artist makes for the sub-culture is released to an audience that they can watch it on YouTube, the style of Cutting To The Beat is mainly used to relate to the lyrics that is being heard on the track so it would cut from one scene to another which it is in time with the actual beat of the song but in our music video there is no use of Cutting To The Beat within the video since in our group, we decided to make an straight forward music video rather than having the use of montage being used at all since it was for practice for our new course that I am currently undertaking.

So for next time of when myself and the group make a music video for our coursework, we need to use the technique of Cutting To The Beat because not only that it will make the video for the audience to be interested, it is going to show our creatively of making the video more abstract in general.      

Beat Editing Video

The song that the whole of the class had to use is Turn Down For What by the French DJ Snake and American rapper/producer Lil Jon but the reason why we are using this track is because within the editing software of Final Cut Pro, we had to use the markers to show where the beat of the song is getting heard which it was significant in the beginning as it felt that it was building up to the chorus of the track. Another thing that I used within this video is the transform effect on Final Cut Pro where I can zoom into the scene to make the beat of the track more significant to the video in terms of the different stock footage shots that was used to create that sense to the audience although I made sure that it was in sync rather than having an genetic video with no interesting effects being used at all so overall, I would say that this beat editing task is better than the Summer Music Video when cutting the different stock footage and the dancing to the beat of the song which it allows the video to be more abstract. 

Mining/Lip Syncing

This word of lip-sync is where the artist is in the music video by taking part in it by lip-syncing parts of the song due to the fact that it will show he/she is the one who made the song for the different sub-culture (different genre of music) audience in general but it needs to be in time with the backing track of the song which it can be done via recording a camera shot of the person lip-syncing the lyrics. Although for this task, I am meant to look at two videos of our summer music video with the A2's one to see if the lip-syncing was used effective by seeing if it was in time.

This is the Summer music video that myself, Jordan and Eunice did in groups of three during the transition period where everyone in the class had to make a music video but the song that we used during the time of making it was Krept & Konan's So Long which it was produced by EY Beats & Nav Micheal.Within this music video, we used the technique of Lip-syncing for which it is a common convention that is still being used today in music videos but the main purpose of having the use of lip-syncing is to create an allusion of the audience who are watching the video on YouTube that the artist is singing along with the backing track in the video although it does require them to rehearse the lyrics by listening to the song again and again so they can remember it.

When it came to analyzing this video of in terms of miming/lip-syncing, the thing that I could have to improve my part of lip-syncing is rehearse the verse that Krept recited in the song of So Long where in the video, my part was out of sync in terms of the lip movement with the lyrics and made it more of a performance than myself lip-syncing so for next time when I make a music video for an unsigned artist, I will need to make sure that I have practice a lot more of what the lyrics is saying and making sure that it is in time with the song when it comes to editing it to an perfect standard.

A2 (A-Level-Media) Music Video

With this A2 music video of Back To Basics by CezPresents in which it had a feature from Selassie, the lip-syncing (miming) is on point with the audio of the song because they had practiced doing mime by possibly having their smartphone playing the track so they would know to the change of the beat within the song in which, I can tell that they had time to do this correctly so this video is better than the summer music video that myself, Jordan and Eunice did over the transition period before the summer holidays but the reason why this is because my part of the song that we did was out of sync with the audio of the song and didn't practice the lyrics that was recited by Krept so for next time, I can practice more so I can understand when there is the beat change.   

Assessment 2B (3-Post Modern Styles)

Through the history of music videos from the early 30's to the post-modern era which it is currently in terms of today, there has been a development of post-modern styles that is used with the different music videos so it can be more interesting to watch for the audience rather than making it boring and genetic to see so I am going to be talking about parody, allusion, animation, hypereailty, partiche and homage and giving examples of each one.      

Parody

The true definition of the word Parody is where people makes a video where it is exaggerating of what is been heard and seen within the original music video so what people do to make these types of video is change the lyrics and make it more laughable for the audience since it is meant to be for comedy.

Homage

Homage is when the artist who is making a music video to promote their image, they are paying tribute the original artist or the influences who helped the new artist to craft their sound in an respectful matter and this can be done by the use of props, mise-en-scene or even the different camera shots that is seen. An example that an music video that has the use of homage is Thirty Seconds to Mars' song of The Kill where they are performing in an hotel which it looks all most like the one in the Horror classic film of The Shining which it starred Jack Nicholson.

Allusion

The word of Allusion is an convention of a music video where it is referring to a piece of text, place, person or even event in general although it can be discreet or obvious that it gets seen within the video so an example of music video that uses the allusion (convention) is Micheal Jackson's song of They Don't Care About Us which it was off his album of HIStory, Past, Present and Future, Book 1 where it is showing the past in terms of history and refers to different cultures as well.

Animation

Definition of Animation is where it is displaying pictures or frames are being seen within the music video where Digital is most common thing that is used although there is use of stop-motion so it makes the artist's video more abstract in a way so it becomes more interesting for the audience to watch rather than getting bored quickly. It does not require the production crew to use the camera or even 

Hyper-reality

The definition of hyper-reality is where the artist is portraying a fake image within the music video with the background, location and setting as well so the audience will create an relationship with the artist and it is showing the visualization of it as well. An example of a music video that has a use of hyper-reality is T.I's song of Whatever You Like where there is young woman who is serving within the fast food restaurant where she meets the artist which he gives her his phone number and she starts to dream of what type of lifestyle she would live if she did lived with the artist.

  

Pastiche

Partsiche is when the artist is coping someone's else style that they created before new artist did so it can be remembered by the audience because they will know the name of the original song was done rather than the new artist itself because they didn't create the style itself so in a way, they do not mock or make fun of certain technique that was done in the past. An example of Partiche music video is Miley Cyrus's Wrecking Ball where there was a long close up of her lip-snycing the song although this was before by Sinead O Connor in her song Nothing Compare back in 1992.  

                                    

Assessment 2B (2-Different types of music video)

When it comes to making music videos for the artist, they are made to promote the artist's image to the target audience so they make more money through it although it does depend on the sub-culture of music that they are into but for this task of 2B (part 2), I am going to be looking at the different types of music videos which are narrative, performance and conceptual which I need to explain their definitions while giving examples that matches with each point in detail.

Narrative

The definition of narrative is where a story is being told within the video so the sub-culture (main and sub genre of music that people are into) of audience is able to follow much easier due to the plot is being told via the video so the artist would want to make it more interesting and engaging to watch rather than having a genetic one where it shows that the song belongs to the artist in general. Often with these narrative based music video, it does include the form of performance as well because the artist is lip-snycing the lyrics of the song so it can create an mood for the audience to find out what is meaning behind the video in general.

An example of a music video is where it has the use of narrative based video is The Weeknd's Starboy off his new album named the same of the song where in the beginning of the video, there is someone in a disguise of black ski mask and clothing that kills the captured mainstream Weeknd which there is reveal of himself with shorter hair than it was before and wearing a chain of an cross on his neck. Towards and during the middle of the video, he takes a bigger cross which is in the color of red and starting to destroy the awards that the mainstream Weeknd won during the Beauty Behind The Madness era which has been put on display on the wall and furniture within the fancy house where it got him to be more popular and successful in the music industry but although towards the end of the video, as he is marking this as his new image of being a 'Starboy' which it is meaning behind this promo of being resurrected and being his better self by having an black panther in the sports car with him.

Performance

For performance music videos, it would show that the band are performing a song which it is possibly off their album/EP (Extended Play) in front of million of fans live in a concert/festival which it would give the possibly the people who are watching the video could onto the band's website to buy tickets of the next concert so they can go to see them in person but the conventions of this is that, they would have the different people that are playing the instruments of guitars, drums, bass and including the main vocalist with the microphone for which he/she is singing the song (lip-snycing) throughout the video.

An example of a performance music video is Muse's Resistance which is off the same name of the album where it came out on 22th February 2010 but with the video, the footage is recorded of the band performing in front of fans in the Spanish capital city of Madrid so in a way the band is promoting themselves within the music video because they are mainly known for their high energy performances.

Conceptual

For the conceptual music videos that is released onto YouTube so millions of people worldwide, the definition behind this is when the video will be more metaphorical and have poetic form within the promo which the audience depending on their sub-culture of music that are into will need to pay attention and interpret of what is meaning behind it mainly because there is no use of narrative form which it is easier form so this is more challenging for them since it is creating a mood to involve the viewer.

An example of conceptual music video is that is challenging the audience is Sia's Elastic Heart which has the actor Shia LaBeouf and dancer Maggie Ziegler where both of them are in the cage which the audience can see that they are trapped together are trying both sides which the man looks more dominant as he has the masculinity by climbing on the cage but with the girl, she is more caring and compassionate which it could be telling the audience that there is different sides of humans being portrayed.        

Assessment 2B (1-Group report)

For this assessment of 2B where in my group with Roopa, Dejhanea and Tamaira, we are looking at the styles of an music video that is getting shown to the target audience.

a) In-concert and ‘as live’ footage (performance)

Not only that the artist is promoting their music by making video where it is showing the meaning behind the video of what is getting interpreted and get an audience to watch it so the label and artist can make more money rather than the album, they are showing to the audience depending on the artist an insight of they could be the possibly of the fans of the artist buy concert/festival tickets to see them in person and not only that and even buying merchandise (clothing, souvenirs) can increase the money earned as well. An example of live performance is Kendrick Lamar performing his single of These Walls off his third albumTo Pimp A Butterfly on the Ellen Show.

b) Interpretative; (Music and Visuals - illustrative, amplified)

The real definition of Interpretive is where the artist's music video that is uploaded onto YouTube so millions of people who follows his/her music can watch it but they need to interpret to what the video is trying to say to them because the fans of the artist would have different opinions on what it means. For example of a music video that is type of interpretive to the audience is Guns N' Roses's single of Estranged which the meaning behind it is that the lead singer of Axel Rose is trying to find his inner peace after he cannot see his son anymore which he needs to cope of that situation which he does towards the end of the video although he tries to drown himself in the ocean.

                                           

c) Narrative

In this report i will be talking about the different type of styles that are in music videos, also i will be talking about the different type of conventions they have. There is three different styles which are: Narrative, performance and conceptual. Narrative is when a music video contains a story; becomes a short film where the artist is a character in the music video whether it is the hero or the lover etc. The reason why artists use narrative is because it creates a fake image for the artists persona, therefore the artists becomes a star in their own music video. An example of this is Beyonce - Hold up has a narrative at the beginning where she is under water in her house. The meaning of this narrative is that the water is resembling holy water and she is getting baptize and realising she shouldn't change for anyone. As the song begins she is smashing everything on the street showing she doesn't care anymore, she's showing she is happy. The image she is showing is that she is a woman that has been cheated on and shouldn't change for no one and shouldn't cry about it. Beyonce calls herself 'Queen B' and the setting was her luxury house underwater. The luxury house represents she a queen. It's also performance because it has the artist herself in the music video and she is lip-syncing. however this isn't like most of Beyonce's other music videos because they mainly have choreography but this music video doesn't have choreography, she is just walking down her street not caring about anything.

d) Impressionist (conceptual)

Music videos show how visual representation is used to make meaning and the emotionally side behind the lyrics as songs can influence or explain how the person felt during an event in their life, for example Taylor Swift creates break up songs as it allows her to explore herself through a medium which people can relate to.

Conceptual music videos rely on the metaphor and poetic form of the song because it is not being told in an linear way. It create an mood for the viewer to be evoked of the video. Within in a conceptual music video, it can create different meanings for the viewer so they can interpret of what the song means in a way.

Get Lucky" is a song by French house music duo Daft Punk, featuring Pharrell Williams and co-written by the duo, Williams, and Nile Rodgers. It is the lead single from Daft Punk's fourth studio album, Random Access Memories (2013). "Get Lucky" is a disco song with lyrics that, according to Williams, are about the fortune of connecting with someone, as well as sexual chemistry.

e) Referencing (intertextuality)

Referencing within the music video is where the artist's music video is referring to other films, television programmes or even video games which it could paying homage to the original creator of it but an example of this being of the Beastie Boy's Sabotage where it is using a use of parody and paying to homage to the television programmes of Hawaii-O Five, Starboy and Hutch, The Streets of San Francisco and included S.W.A.T. Baretta.

      

FSA 1.3 (Andrew Goodwin's 6 Features)

For this assessment, I am going to be looking at the styles and conventions of a music video by using the six features that was analyze by Andrew Goodwin in which he was an music theorist where he looked at the Dancing in the Distraction Factory which the music video was released back in 1992:

Music videos demonstrate genre characteristics (for example: you would normally see a stage performance in the genre of metal music video or even boy/girl band dance routine)

Through the theory of music videos that was demonstrated by music theorist Andrew Goodwin, the music videos that is getting released today are still using this theory that was set by him mainly because depending on the type of genre of music that the artist makes, they need to match the conventions that are being seen by the audience through the promo so it makes the video more interesting to watch. Although the another reasons can be the label (major) are trying to promote the artist's image or even to sell their music on different platforms through the use of synergy but an example of a music video that matches with the convention of Pop music is Justin Bieber's single of Sorry because it is usually normally upbeat and has a fast pace within the promo.

There is a relationship between the lyrics and visuals (illustrative, amplifying or contradicting)

When it comes to different music videos that is released to their respective audiences on the website of YouTube, the song (single) within the promo would often show the relationship between the lyrics and the visuals mainly because it can try to convey an meaning through either illustrative (it is set through sets of image to show the meaning of lyrics & genre where this is the most common thing that is used), amplifying (the meaning that is repeated as it will be embedded into our heads) or even contradicting (the meaning of the song gets ignored). A good example of a music video where it has an relationship between the lyrics and visuals is The Weeknd's Starboy but the main reason is that it has narrative of his old self killing the mainstream Weeknd and the awards that was collected during the Beauty Behind The Madness era in the house where it got him to be more popular and successful in the music industry. Although towards the end of the video, he is marking this as his new image of being a 'Starboy' meaning he is resurrected and being his better self by having an black panther in the sports car with him.

There is a relationship between music and visuals

The music video's visuals is used to reflect the mood and atmosphere with the lyrics of the song that the artist and record label are promoting mainly because it will link together well so the final product is more interesting to watch for the audience depending on the genre of the artist is making and their image through the major record label that they work with but it is different for an indie (independent) and self-produced artist. An example of a music video that is under this category is The Killers' Mr Bright-side where within the video, the lyrics are telling of the story of a love-triangle between two men and an woman which it was acted by Eric Roberts, Izabella Miko and the main vocalist of the band of Brandon Flower.

     
The demands of the record label will include the need for lots of close ups of the artist and it could develop motifs which it could recurs across their work-the Star in Text.

The major record label for example does demand the production crew who are filming the music video with the artist to have camera shots of medium close ups of the musician for whom they are trying to show who is the artist is and trying to promote his/her image to the audience as they are the main star-in-text within the promo but although, it could develop some motifs with the audience for the artist that is getting promoted in general. An example of a music video that has this being seen to show the artist is in Coldplay's Hymn of the Weekend where there is medium close-ups of Chris Martin who is the main vocalist of the band which the promo is showing that he is the main star to the audience.

There is frequently Voyeurism-reference to the notion of looking (screen within screens, telescopes etc) and particularly voyeuristic treatment of the female body.

For different music videos that is getting released today, the director within the production crew tries different ways to make the promo to stand out to other which the way of doing it is by to have a use of Voyeurism where the definition of this is where this is used for a gendered pleasure in a sexual way because today in music videos, you would normally see that either male or female artists get sexualized in a way that it can attract a certain type of sub-culture audience in terms of the music. A good example of a music video that has a good use of voyeurism is Rihanna's song of Work has a good use of voyeurism where she is using her body and the erotic dancing with the feature artist of Drake in a party within the video to sell her image from the major label that she works for to her intended target audience of teenagers.

There is often intertextual reference (films, television programmes, other music video etc.)

Music video directors would often try to use inter-textual references by linking films, television programmes or even older music videos that other artist have made in the past so it can the promo more interesting to watch rather it being boring and genetic for the audience who have different tastes in the sub-cultures of music but these intertextual reference music video started back in the 1950's through Marilyn Monroe's Diamonds Are Girl's Best Friend where the director took a part of a film that she starred in and made into a music video which it lead to more intertexual reference music videos. An good example where the music video has inter-textual references within the promo is Linkin Park's song of New Divide for the soundtrack album of Transformers 2: Revenge Of The Fallen where they have different scenes of the film being seen in the video and the reason why the director does this is because it will further promote the film for the audience to go and watch in the cinema.

Genre conventions (FSA 1.2-Task 2A)

The topics that I am going to be at when I am analyzing Indie music videos:

• Mise-en-scene
• Camera Work
• Editing

Introduction

The conventions that are seen in indie music videos are very different compared to other genres that have music videos like for example: Pop, Hip-Hop or even rock but this is mainly because within music video of indie music, there is use of lighting when it comes to the colors of bright, dark or even black and white filter being used which it could all depend on the tone of the song and lyrics of it as well which is one of the conventions but another convention of Indie music videos is that, they do cover both narrative and performance based being used in the video because the main focus of this it is either main band or even vocalist appearing on the screen and not only that, it will allow the narrative to be more symbolic so it can connect to the song in an more abstract way rather than going by the lyrics of the song which it could make the video boring to watch and the audience will not bother to listen the music ever again.

So after talking about the different conventions of indie music videos, I am going to be looking at the music video of Coldplay's single of Hymn for the Weekend from their seventh album of A Head Full of Dreams in which it had appearance from American pop artist of Beyonce who has uncredited vocals on this song when it came out on 25th January and the video coming out a few days later but with this music video, it is going going to be in terms of the mise-en-scène , camera work and lighting and it does include the editing as well.

Mise-en-scène: Within different music videos, you would normally see the use of mise-en-scène being used because it allows to create an visual theme in the video so the audience can related to the song in the way so with the setting (location) is in India in different cities of Mumbai and Kolkata where Coldplay, Beyonce and their production crew filmed the video so it will meet the industry's deadline to release it on time but the main reason why it was filmed in the country of India is because it is highlighting its culture in which, it is a use of very bright and colorful in a way that the audience will be able to understand and take it in as it is known for this. Also with the setting of the different locations in the music video, it looks very natural and relaxing for the viewer to look at because the main artists are creating a real-reality that India is like this if they go there and see for yourself. 

Camera and Lighting: When it comes to the camera and lighting work within the music video, it is very important to get it correct because in today's music video, the audience or in other words the viewer are more interested in the visuals compared in the song itself which it was used as a promoting tool to attract new fans so if it is not up to it to scratch what so ever, it could put off the viewer to watching the video anymore and switch off. In terms of the camera work being used in this music video, there is a lot of low angle shots of the main vocalist of Chris Martin who is part of the band of Coldplay but the reason why the production crew did this mainly because he is main centre part of the video and showing his dominance (importance) of the song. So the type of lighting work that was being used in this music video is high-key lighting mainly not only it was highlighting the use of different colors being used, it is represented of freedom as the Indian culture is meant to be fun and free which is the positive side of things rather than having the from the negative things affecting the people who live in the country of India. 

Editing: The editing of any music video that is released onto YouTube and different platforms in the music industry is very important as well mainly because the audience will be able to go and watch the video again as it was memorable for them which it allows to not forget the artist in a way. At the beginning of the video, the pace of the video was slow as it was matching with the song so the longer clips are able to be use but as the pace of song picks up, there is a use of cross-cutting being to used to keep up with the song although straight cuts is used as well.

The second indie music video that I am going to be looking into is Imagine Dragons's single Radioactive off their debut album called Night Visions where the single of this was released on October 29th 2012 but the actual music video came out on 10th December of the same year where it saw very good success with the song as it became a major hit on the radio but for this video, I am to be analyzing it in terms of the Mise-en-scène, camera and lighting work and the editing as well.

Mise-en-scène: The different characters are seen in this music video have different personality's so it is up to the audience to interpret of what they really are by watching the video in full. So with the female character which is played by Alexandra Daddario (known for starring in Percy Jackson) is dressed in a hoodie and jeans which is contrasting with the environment which is telling the audience that she is very mysterious and want to know more about her.

Camera and Lighting work: During this music video, there is various camera shots that is showing the locations, characters and props that are seen by the viewer in which it is serving a whole purpose for the audience to interpret in their own opinion why it is there like for example: with the close ups of the female character, it is trying to say to convey her emotions that is unfolding in the full version of the music video     

Editing: In this music video of Radioactive by Imagine Dragons, the use of editing that they used in this music video were straight cuts rather than having different editing techniques of cross-cutting because the pace of the song was normal rather than fast. There is a use of special effects being used when a pink teddy bear which it belongs to the protagonist shoots out pink magic from it paws so it can defeat the opponent of the purple bear who had look unbeatable through the most of the video due to its power of beating other stuffed toys who went up against him and not only that, it had shot out laser beams out of the pink bear's eyes to zap the two men who confront it which it flashed up their body and then it had dissolved them a couple of seconds later.

The third music video from the indie genre that I am going to be looking at The Killers' Mr Brightside off their debut album Hot Fuss in which was released as single and then the music video was released in the month of November a year later but there are the two versions of the promo which was directed by Sophie Miller. Regardless of the versions of the video that was released to the public in the United Kingdom and United States of America, it became successful due to the band attracting a new audience in both countries and are into the genre of Indie music so, I am going to be analyzing the video in terms of Mise-en-Scene, Camera and Lighting Work and Editing.

Mise-en-Scene: In terms of the mise-en-scene within this music video, the way that the band and the men are dressed in a fancy way of suit with bow-tie rather than an actual tie which makes them good for the woman within the setting that they are in although, it is different they are dressed in a more racy way of boutique clothing as they want to seduce the men and to have fun with them because they are in character and wearing costume so overall, the theme and setting that everyone within the video is in a burlesque place which is inter-textual reference to the film of Moulin Rouge which it was released in 1998 which starred Nicole Kidman and Ewan McGregor. Although there is another two references to the fictional character of Snow White through where the actress of Izabella Miko is wearing white makeup and blue dress to resemble the Disney character but also she has the prop of the fruit of Apple on her hand at some point of the video which it is representing as poison through the temptation story of Adam and Eve in the Bible.           

Camera and Lighting Work: In terms of the camera work in this music video, there is medium close up of the main vocalist of the Killers which is Brandon Flowers but the reason why the video has these types of shot is because the major record company who is associated with the artist would want the production crew to do that as he is main star who created the band but they do want shots of the other people who are involved within the band as well.   

Editing: In the editing of this music video, it is cutting to the beat of the track where it is not as upbeat that is seen in Pop Music mainly because it would go quickly to match with the beat but when it comes to the genre of indie, it is in an normal pace.

The fourth indie music video that I am going to be looking at Arctic Monkeys' Arabella off their fifth studio album of AM which it started playing on 28th January 2014 and then the actual music video for it came out on 2nd March of the same year which it was directed by Jake Neva. The reason why they did released the music video is because their objective as a independent artist, they need to gain new fans by drawing them into the music but I am going to be looking at the aspects of the video through mise-en-scene, camera and lighting work and including editing as well.

Mise-en-Scene: The common things that is seen in an Indie music video is that the band is seen playing the instruments of the guitar, drums and bass which it can be seen in this promo but it is the same for all bands within the genre since it is an convention although, there is a use of Voyeurism being used in this music video where an blonde woman is wearing an leopard print coat until she takes it off to reveal a more revealing feminine dress which it is trying to appeal to men because the woman within this video is being sexualized.              

Camera and Lighting work: For record indie label, they allow the band to draw their audience mainly because they are not trying to sell an image or even the artist at all so in this music video, the viewer can see the main vocalist of Alex Turner in an medium close up or even known as a close up as the audience will get an idea that he is behind of creating the band or in another words a 'star' in general.

Editing: Within the music video of Arabella of Arctic Monkeys, they have used to the filler of black and white instead of using color which is the most common thing that used in all music videos today so it is showing that the band are with the times of today's music, they like to bring back the nostalgia that was seen with the old music videos in the early days of 30, 40 and 60's. Although during this music video, it looked like that was filming by using an old camera but again the editor must have put an effect on the editing software to go with the black and white filter because it will make the video more interesting to watch for the audience.

Finally the final music video that I am going to be looking at is Mumford and Sons's song of Little Lion Man off their debut studio called Sigh No More which the single of the song was released back in 11th August 2009 but a month later, it was released on September 2009. For this discussion of the music video of Little Lion Man, I am going to be analyzing the video in terms of mise-en-scene, camera and lighting work which it does include the editing as well.

Mise-en-scene: The clothing that the band is wearing within this music video is a retro look but the reason why they are doing this is because they trying to gain the audience's attention to carry on watching this video as they are expressing their music to them and not only that, they could be trying  to set a trend in terms of the public wanting wear the old clothes again rather than the new and trendy clothing that the public normally wear now currently so it is showing that they are being original of not remaking their image.

Camera and Lighting: The camera work within this music video, they have medium close-ups of the main vocalist of Marcus Mumford is mainly because that the music video of Little Lion Man wants to show the target audience that he is main star along the other three band members of the band which it is showing that they are together when it comes to making music. Although with the lighting within the video, there is a use dim lights which is focusing on the instruments that is band is playing to the camera rather themselves which is giving the impression that the audience to focus more on the music more than the way it looks.

Editing: When it comes to the editing of the music video of Little Lion man, there is a use of lens flare within the camera lens to make the video more clearly to watch but there is no special effects being used to make the audience feel closer to the band but they are instead focusing on the instrument that is being played because it is more important to them rather than the visuals.

Conclusion: So we have come to a conclusion of this task where I talk about these four indie music video and giving my reason with an explanation as well. The things that I have found when analyzing these indie music video is that the different artists of Coldplay, The Killers, Arctic Monkeys, Imagine Dragons and Mumford & Sons are trying to appeal to the audience who have different tastes of the genre of music because the all music genres like from Hip-Hop, Pop, Indie, or even R&B is split into sub-genres so it was create a wider fan-base of the artist.

Hip Hop: Dejhanea

Introduction:

Why genre conventions are necessary in music videos:
The conventions of a music video are different in many genres. The reason why there are conventions in music videos are so that they can be identified differently. This also relates to the theories of Andrew Goodwin and how he believed that there are many theories between the concept of music videos and how they are visualised.

Purpose:
The purpose of music videos are to use a sense of hyper-reality that is used to represent the artist and the video. This can relate to the mood, music and theme. The music itself is a representation of the artist.

Function:

We have music videos to create a 'fake' and 'appealing' image for the audience which sells. The functions of a music video will generally include conventions such as lip syncing , hyper-reality, intertextuality, performance/narrative and generally close ups.  For example, Lip syncing works when the artist is in their own music video as the 'star-image' singing the lyrics to their own song. Lip sync is included in music videos if the lyrics are not displayed or if it isn't narrative. The function of this is so that the audience look more on the image of the artist rather than the actual music, this is a way of promotion.

Mise en Scene: (Costume, location/setting, colours, choreography, performance.)

Costume:
In hip-hop videos, the costumes that are worn for the artist usually include them wearing their own clothing which would be expensive or seen as luxurious e.g. gold chains, rings designer clothing. This represents the artist as being wealthy. Furthermore, if the artist is male they would generally be wearing tracksuits, jeans, trainers etc and be portrayed as being masculine. However, when there are females that are not the artist they wear provocative clothing and outfits that highlight on the nature of the video.


Example 1: Omarion- I'm Up:

In this music video, the costumes worn by the main artist and the other artist featured are wearing expensive clothing. The artist that first appears steps out of an expensive car and a shot showing his shoes. Furthermore, Omarion is wearing gold chains and gold rings. This relates to the costumes that artist in a hip-hop song usually wear.



The women in this music video are objectified as they are wearing provocative clothing which appeals to the nature of the music video. This is what you would typically see in these types of music genres.

Example 2: Drake- Energy:

In addition, the same dress type is used in this music video as the main artist drake is wearing casual clothing e.g. jeans jumper and the others in the background are wearing his brand/logo and gold chains with baseball hats. This is slightly different to the first video as the people in this music video are seen as more 'ghetto' or urban because of the black clothing which gives of an intimidating and dominant connotation.

Example 3: Kendrick Lamar- Alright:

In this music video, the costume is very casual as the artist is expressing himself in this type of music video. For example, Kendrick is wearing a jacket with jeans, trainers and a hat. This is different from other music video genres and different from the previous video as he as seen as being very 'urban'. This is portrayed within the artists clothing. Compared to the first music video, the clothing is different as he is dressed for the occasion of the song.

Example 4: Ludacris- Fantasy:

Lastly, in this example, the clothing is very different from the previous hip-hop videos as the artist is wearing clothing which was suitable in that time period which was the late 2000s. The typical gold chains, baggy jeans and watches are displayed by the artist wearing them.

However, the clothing of how women are objectified in these music videos have not changed as they still wearing provocative clothing to promote voyeurism. It also promotes the star image for the artist as it is using hyper reality in the sense of all the females stay and attract to them.



Location/Setting:
In most hip-hop videos the location would generally be in locations such as clubs, mansions or luxurious places which elucidates on the artist's wealth.

1. Omarion: I'm-Up:
In this music video the location of it is in a mansion which includes a party which is being held there. This is possibly the artist's mansion with the other featured artist, Kid Ink and French Montana. This location allows the audience to focus on the artists image and his wealth e.g. when he is drinking the champagne or at the beginning when he comes out of the expensive car.

2. Drake: Energy:

The location of this music video is different from the previous music video as it it not based in a house or in a club or outdoors. However, it looks like it was shot in a shooting room e.g. room with white background or a photo shot room. Because of this, the artist and the people in the background are wearing dark clothing which juxtapose to the white background.

3. Kendrick Lamar: Alright:

The location of this music video is based in a city possibly New York which could represent where the artist is from, because of this the video also includes things that you would see in the city e.g. broken down houses, landmarks, graffiti etc. This resonates to the 'urban' look of the music video which is why the artist may have chosen to shoot it in this location.

Furthermore, compared to the previous two videos the location is different and seems more realistic compared to the first one which uses hyper-reality. 

4. Ludacris- Fantasy:

The location of this music video is what you would typically see in the early 2000s of hip hop video e.g. the artist rapping in front of low-rider cars with the stereos around and people partying in the background. This is different to the previous two videos but similar to the first one because they both include the artist in a location which promotes their wealth and luxuries.

Colours:

1. Omarion-I'm Up and Ludacris

The colours in this music video are very bright throughout the whole video. This resonates on the mood of the music video as it is lively. For example, the artist and the others that are featured are wearing bright and positive colours such s white, blue red etc. Also, it is shot outside in the daytime so the colours are easier to see.

Contrastingly the same effect is used for the Ludacris video as the colours are very bright. In the music video it includes the artist wearing noticeable and expressive clothing which consists of bright colours. The cars in the background also have bright paints on them e.g. yellow red etc.

2. Drake-Energy and Kendrick

The colours in this hip-hop music video are different to the ones in the first one. Firstly it shot in black and white because of this, the artist and the people included are all wearing black. This is also the reason why the colours effect the mood of the song as it has a deep and low beat which highlights connotations to being in a dark or distressed mood.To add to this, the colours in the music video are similar to the Kendrick Lamar video as it is also shot in black and white. Music videos like this generally tend to have the artist expressing their feelings in these types of videos.

Choreography:

Hip-hop music video don't generally have that much choreography or dancers compared to music genres such as dance and pop. They may include the artist and his/ her 'crew' in the background but no much is included. For example, in the music videos the people may be given certain roles e.g. star-in-text which promotes hyper-reality but most hip hop videos don't include choreography because it focuses mainly on the artist's image.

Performance:

In hip-hop videos the artist is performing in their video in front of the camera wearing luxurious items and being around expensive things to express their wealth.

1. Omarion- I'm Up:

In this music video, the artist is performing to the audience on-screen as it is clearly demonstrated. The artist is surrounded by expensive items such as cars, the mansion, money etc. Because of this, the artist uses hyper reality to better himself. However, some parts are realistic as his partner at the time was included in the music video which showed their relationship.

2. Drake- Energy:

This music video is different from the first one because it does not feature any other special artists. However, this music video uses a lot of intertexuality and many things are referenced in this music video including other celebrities and even the president of the united states. This highlight the performance of the video because the artist Drake is giving his opinion about how he feels in his own artistic and imaginative way.

3. Kendrick Lamar- Alright:

This is the same as the previous music video as it is expressive and the artist is giving their view and demonstrating their feelings. This has an effect on the audience because they watch the music video and see how the artist is demonstrating how they feel which most of them could relate to.

4. Ludacris- Fantasy:

In this music video the performance relates to the lyrics in a way as the artist is 'showing-off' and exploring the needs of women and what they want hint in the name of the song as well, 'what's your fantasy?'. Just like most hip-hop videos the artist is again performing on screen showing of his expensive items e.g. in one scene there is a shot of him showing of his teeth which include grills or gold teeth.

Camera and Lighting:

 (Expressive/natural, low key/high-key, lens flares, Shot types, angles, movement)

Expressive/Natural: Low key/high key

1. Omarion- I'm Up:

The lighting in this music video is natural. The reason for this is because it is shot in the daylight which means it does not need any special effects to film or be used in the video. You can tell that the lighting is natural in this music video because it is very bright and their is clear sunlight compared to the Drake music video which would use a lot of artificial lighting as it it shot indoors. 

2. Drake- Energy:

Compared to the first video, the lighting in this music video is not natural. The reason for this is because firstly, it is shot indoor which means that there wouldn't be any natural lighting coming in because of their location, and secondly it is expressive because the lighting that was used has to make the video stand out and visible to see as they have put a black and white effect of over the video itself as well. Furthermore, the lighting in this video is high key. This is clearly shown in the music video.

3.Kendrick Lamar- Alright:

The lighting in this music video is natural which is different from the previous video because although they are both in black and white, the audience would be able to see the difference in the way the brightness and contrast of the music video was shot in. The reason why this music video uses natural lighting is because it is visible in the music video. Music videos with natural lighting will include this to differ from music videos who use the lighting as expressive or an expression. To add to this, the lighting is low key because in some parts it includes the artist with the dark outline which is an example of low key lighting where most of the lighting is blocked out by the shadow.

4. Ludacris- Fantasy:

Similarly, the lighting in this music video is the same as the lighting for the Omarion I'm up video. We can tell because of the contrast of the music video and how bright it is compared to the others.

Shot types, Angles, Movement:

In hip-hop music videos mainly close ups and medium shots are used. This is because they are fixed mainly on the artist's image and what surrounds them e.g. luxurious. This resonates on their star image.

1. Omarion- I'm Up:

The shot types in this music video are dominantly medium shots and close ups of the main artist. The medium shots are used when showing the location, the other artists or the people around them in particular the women who are objectified. Because of this the hyper realism is elucidated. Furthermore, close-ups are mainly used on the main artist Omarion because it is his song and he is the star image. This is a way of promotion to the audience and to sell the song.

Furthermore, the angles in this music video are all mainly at one single angle e.g. not tilted etc. However, there is a lot of movement in this music video, especially when it cuts to different scenes of the video. 

2. Drake- Energy:

The shot types used in this music video re similar to the previous one as it uses a lot of close ups and medium shots. However, in this music video it is shot from various angles. Because of this it makes the video more interesting for the audience.

3.Kendrick Lamar- Alright:

The shot types used in this music video consist of long shots that are used and mid shots. The reason why this music video uses this type of shots are to show the location in the music video as it relates to the theme and mood of the song.

4. Ludacris- Fantasy:

The shot types in this music video are similar to the ones that were used in the first music video since they have the similar style layout and convention that links to the genre. For example, in one scene there is a close up of the artist showing off his gold teeth. This close up is effective and conveys meaning to genre convention.

Editing:

(Pace, lip syncing, cutting, transitions, rhythmic montage/ tonal montage)

Pace:

In hip-hop videos the pace of the editing is generally fast. This is because there is a lot of action going on in the video so they are trying to show it all quickly. The purpose of a fast edit is to add more drama, in hip-hop videos, the 'actions' generally include the hyper real things that are happening in the video e.g. driving in expensive cars, drag racing, partying etc.

1. Omarion- I'm Up:

The pacing in this music video starts off slow at the beginning as a way of an introduction. It then starts to speed up when it comes towards the middle and the end as that's what the narrative is set on. Because of this, we are able to see what the artist is doing in the music video and what is going on. This is effective because it links to the genre conventions of a hip-hop music video. This would be different to other genres such as indie where the pace would be more steady.

2. Drake- Energy:

Unlike the first video, the pace of the edit starts off quickly at the beginning rather than the middle. This is because there is a flashback that is included and the use of fast editing makes this more effective.

3.Kendrick Lamar- Alright:

The pace of this edit is slower than all the hip-hop videos that I analysed because it is more of a relationship with the visuals and the lyrics which relates to the video and is more performance based. Because of this, it allows the audience to watch the music video which grabs their attention more than the lyrics itself even though the lyrics relate to the visuals. 

4. Ludacris- Fantasy:

The pace of this edit is similar to the first one as they share most of the same genre conventions from a hip-hop video e.g. the artist showing off their wealth and expenses and the fast edit to go along with it to grab the audience's attention.

Lip Syncing:

Lip syncing is a common convention that are used in almost all genres especially performance ones. The reason for this is so that it highlight's on the artists star image so the audience can focus on them more than the song. Because of this, the artist and the label are able to get more sells and views which means more money for them. The purpose of lip syncing is so that the audience is able to identify the artist and their type of song. In hip-hop videos, lip syncing is often included because they are all about showing off the artists and their wealth within the song, this also creates hyper reality.

1. Omarion-I'm Up:

The main artist Omarion and other featured artists Kid Ink and French Montana are all lip syncing in this music video. Lip syncing is also effective in this song because it allows the audience to identify who is who.

Drake/Kendrick Lamar/Ludacris

On the other hand, the lip syncing is only done by one artist who is the main artist Drake. Most artist's do this when it is their song only and no other featured artist are include. The outcome of this allows the audience to focus more on Drake.

 Similarly, the Kendrick Lamar video is the same, even though there are actors in the background dancing along and singing parts of the song, Kendrick is the only one who lip syncs the song all the way through the music video. These types of lip syncing are effective because it only focuses on one artist which makes it more conceptual or a way of understanding the artist more.



Lastly, this video is the same as the previous two but the lip syncing in this music video makes it more lively.

Cutting/Transition:

Cutting and transitions are part of the post production stages of a editing a music video. The timing of the cuts and transition can also separate a montage edit to a one with continuity e.g. shooting with only one camera. The purpose of cutting in a music video is so that it does not look  non appealing to the audience. For example, not cutting in a shot would bore the audience as they are only seeing one scene in the music video from beginning to end. The way cutting works is when you take one shot and 'physically' cut a shot to the next scene, the use of transitions will contribute in this because if you have a visible cut in a music video, it breaks continuity. This is not what music videos generally do unless they are trying to break the genre conventions.

Rock: Roopa

Introduction - why genre conventions are necessary in music videos, purpose and function, repeated.

Pass: Describe the conventions with examples - 
MISE-EN-SCENE
Costume, Location/Setting, Colours, Choreography, Performance 

CAMERA & LIGHTING
Expressive/natural, silhouette, low key/high-key, lens flares
Shot types, angles, movements 

EDITING
Pace, lip synching, cutting, transitions, rhythmic montage, tonal montage

Merit: Explain their purpose and what they are used for - the effect they have on the audience or selling the artist image

Distinction: Detailed explanation and comparison across examples - screenshot specific examples & discuss

rock bands

• coldplay
• imagine dragons- radioactive 
• artic monkey(indie rock band) - Do I wanna know?
• panic! at the disco

decide songs that suit the genre convention

topics:

• mise en scene
• camera work
• lip sync
• sub genre
• any metaphor in lyrics 
• visualisation
• star image for artist or band
• narrative?
• Goodwin's theory
• editing style 

example
merit explanation needed
describing is pass

https://padlet.com/callum_runnegar/r2zqr6tbzt/wish/13974848

Intro

In the music industry today,there are many techniques that are used to promote the artist or band,so the audience is drawn to them.

Techniques and genre conventions are used to help the identify the sub genre:

-cutting to the beat

-lip sync

-effects

-rhythmic editing

-multi images

The use of genres also allows individuals to express themselves and allows viewers to connect specifically to music in their taste and interest. The presentation of music videos depending on genre is adapted and developed to suit its own style.

Music conventions

• Timbre

• Rhythm

• Harmony

• Melody 

Some music videos are designed solely for this purpose. They are often used for new and upcoming artists to promote themselves because it allows them to create an image and how  create an social media following who will start to follow their careers. An image can also generates more money for the artist themselves and more importantly the record company.

Often songs have a meaning. Music Videos are often used to develop the meaning behind the song and use a visualisation to create a image for the artist. Approach to give the audience a visual aspect of the song from a visual perspective and from a different outlet. 

Music Videos play a vital part in the exposure of an artist because it promote their image which is used to gain revenue and endorsement deals with products, this convey a message that shows what the artists is using because the fans will buy the products.

"Centuries" is a song by the American alternative rock band Fall Out Boy

https://www.youtube.com/watch?v=LBr7kECsjcQ

                                                                     

The beat fades in slowly as its visual represent how his anger has been built up over time.

The video features four gladiators who are entering the Colosseum in Rome for the entertainment of the crowds. 

The tempo of the music starts with low because it is showing the location as it is in the city and as the vocal comes the tempo goes upbeat to show that tension is being built and show what it was like in that time when gladiator would fight the slaves or the poor. It’s like a battlefield where the richer watching and the poor fighting for their lives as they are powerless. 

The vocals come in straight away without fading in like they normally would and the beat changes tempo. The kids are playing freely so the tempo is low to represent that they are save and protected from danger however it changes when the gladiator are shown and show that they should be feared by the poor and the rich just watch them fight as they are in control.

The religion influence is showing how Christ is going to save the poor and give them their freedom back because they have lost it and religious figure is shown in with wings that are white which represent freedom and purity to show they can get their lives back together

The cross is used as a religious influence to show that Christ is with us all the time and always and our destiny is planned show that the slaves should not give up hope. 

The video features four gladiators who are entering the Colosseum in Rome for the entertainment of the crowds. 

This music video is not seen as a typical rock video because it is not an performance video,however it is showing how life was like during the roman times.
 They are given two lengths of rope, a stone, and a cloth by a mysterious figure. In desperation, the four use their items to create a sling, which is then used to slay the warrior. 

The location and setting for this music video is in Roman times and set in Colosseum,this setting has been created to show how life was.You can tell that is special effects or a built prop to represent how the class system was first which has now changed and been called the demographic.

The use of low key lighting is used to show how the man is being rushed out to the arena to fight the man. This is been used to convey that the man is scary and confused as he is being made to fight and possibility die for the entertainment of the rich people.

Music videos tend to include shots like mid shot, long shot and close ups, this is used to focus on the location, emotions or artist. 

Closes ups are not only used to show emotion but to reflect the lyrics with the camera movement; the movement of the camera is used to follow and trace the gladiators as it shows the story.

This music video is presenting how the gladiators are reacting and how showing their physical state of mind during this period as they are forced to fight and are being transported in a cage for everyone to see which shows they have lost their freedom and are vulnerable.Linear narrative is shot in chronological order because it allows the audience to understand the story easily.

Rock songs generally include the artist with make-up that is stereotyped within the mis-en-scene portraying dark black connotations. In addition, rock songs are narrative based and the editing is fast paced with the manipulation of special effects. To add to this, in rock songs the artist is usually represented as mysterious and edgy.

However,this music video breaks the typical conventions because it is showing a story and suggesting how the song has hidden meaning and how you can expand into different genres and create a sub-genre audience with the use of pop punk and pop rock.

The official video features four gladiators doomed for some unknown reason prior to entering the Colosseum in Rome for the entertainment of the crowds. They are given two lengths of rope, a stone, and a cloth by a mysterious figure. This is followed by scenes of an unknown figure opening her arms to a crowd, a lady with two lions behind her, a "christ" figure, and a decadent pope spreading his arms showing several ladies sitting at his feet. The viewers are then introduced to the ostensibly "crowd favourite", a large, muscular man who destroys the four without much ado, cheered on by the crowd and a laughing emperor. In desperation, the four use their items to create a sling, which is then used to slay the warrior. The video ends as another, unknown challenger enters the ring while the emperor laughs.

 They are given two lengths of rope, a stone, and a cloth by a mysterious figure. In desperation, the four use their items to create a sling, which is then used to slay the warrior.

During the end of the music video, the audience can see who the mysterious man. He is seen as an saviour who wants to help the man,he gives each of them an different item which has use to defeat the fighter who overpowers them at start.

The video features strong Christian imagery elements, including a scene of a cross in place of the "T" in the song title, the use of a sling against a "giant" (in reference to the Hebrew story of David and Goliath), and an angelic figure represented as a human with white wings.

The pace of editing is fast because it is showing how the narrative is created

shot types and transition used:

-Long shot  is used to show the area that the subject is surrounded in an that it might be important to scene.

-Mid shot are shoot from the waist up and can be use gets facts, general information.

-Establishing Close Up are used to shoot footage of only the face or eyes to create a dramatic effect.

-Wide shot is used to shoot locations or subjects that are not important in the scene.

-High angle are shot up from above to show the character look more weak or power less and low angle is shot from down below to make the character look more powerful and in control of the scene.

-The pace of editing is fast because it is showing how the narrative is created

Cutting to the beat involves both the music and music video, cutting to the beat is noticeable when looking at a music video you are able to see that the scene are cut to another scene to a specific lyric. Within this technique you are able to take the lyrics of a song and break it up into section and scenes where you music video cuts to another shot.

Pop: Tamaria

Conventions are very important in music videos, however not all types of genres of music videos follow conventions. Some music videos challenge conventions because the artist doesn't want to just been see as a pop star; but to be seen as something bigger with more talent than just lip-syncing. Genres such as Hip-Hop, pop, indie and self portrayed music videos tend to follow conventions, however within theses genres there are different styles such as: narrative, performance and conceptual. Conceptual videos is the main style that challenges conventions because it focuses more on the beat of the music and it is more unusual by not having the basic conventions such as lip-syncing, however performance and narrative videos challenge conventions as well sometimes but conceptual videos go viral more.

The purpose of music videos is for a variety of reason. The performance videos are represented as an advert for their live performance because nobody buys music anymore therefore they make money from their live performances. The narrative videos are to create a fake image for the artist to create a different persona which is what Goodwin called in in 1992 'Star-in-text' the artist being the centre of attention. Conceptual videos are for their music and videos viral and all of them conceptual videos go more viral.

Pop music is more upbeat therefore there is a lot of bright colours and the artist and other people in the video are usually having fun. An example of this is Katy Perry - Last Friday Night (TGIF) this music video contains narrative and performance. The reason why it is narrative is because the artist has created a geeky character that she is playing at the beginning of the music video and becomes a
pretty geek who everybody loves throughout the music video and that everybody loves and she has the most good looking boy in her school liking. The reason why artist uses narrative in their music videos is to create a fake image for their persona. The reason why it has the style of performance is because it contains all the conventions. It has the artist in the video and she is lip-syncing the video is abstract because it is very wild and colorful with bright exaggerating colours. Also their is choreography including the artist and her back up dancers. There is also voyeurism because of the

close ups on women in sexual ways such has her eating a banana sexually, which the label has insisted on having. The pace of this music video is very fast and very eye catching to the audience. The artist wants an image of a funny, party animal geek. It has some illustration in the music video because it shows the man playing the saxophone and the drums but amplifying that they are having fun at a party. The props they used was all party props, so strips and drinks to show they are at a wild house party having fun.There is close ups of the artist to promote the artist and her image.

Another example would be Jessie J - Burnin'Up, this video is performance. The reason why this music video is performance is because the artist is in the music video lip-syncing, also there is choreography that involves the artist herself along with her back up dancers and it is abstract because of the bright colours and the actions they are doing. However this music video is different to Katy Perry's music video because although they both use voyeurism but having close ups on women in their underwear or bikinis, Jessie J's video also sexualises men because they have close ups of men with their shirts off which is unusual for music videos because in certain genres like Hip Hop they sexualise women a lot for example 50 Cent - Candy shop.Also this music video doesn't have narrative. In pop music the people who are dancing in the videos have similar costumes to the artist but not the exact same, the reason why it isn't the exact same is because the artist needs to stand out from the others. The pace of this video is also fast. Pop music mainly uses bright lighting so everything looks more alive and more visual, also because it's meant to be a fun theme. 

Miley Cyrus - Can't be tamed is another example. This video is narrative and performance. The reason The reason why this music video is narrative is because at the beginning high class people come to see a creature that hasn't been discovered before and that is the artist but she is a character of a dark angel in a cage. The lyrics relate to the visual because she is saying 'i can't be tamed' which means she can't be controlled but 'tamed' is a word used for animals, therefore she is resembling an animal/creature in a cage that people who are trying to tame. What she is telling her audience that she is who she is and nobody can change her but she chooses to show this through a fake image of being a rare creature who is meant to be extinct because of the fact nobody is like her. The reason why it is performance is because the artist is in the music video as the main character lip-syncing, also there is choreography with the artist and backup dancers dancing abnormal. The music video is very abstract because it is different and unusual because they are dancing like they are possessed. It is sexualising women by showing close ups of the artist laying down in a short dress touching her dress also showing that she can't be told what to do, she can do what she wants when she wants to. The pace of the music video is fast but the colours are dark however it is still a pop video. The reason why the colours are dark is because her character is dark within itself therefore the lighting is linking with the visuals.The costumes are all black or dark colours because it is a dark theme and all the close are torn or holey because they are meant to be resembling creatures. All the back up dancers are also in the cage because they are metaphor of animals/creatures as well. Throughout the video the scenery changes into a museum with animals in them or images of the jungle behind them because that is an animals habitat. When she is laying down in a sparkling dress she has come away from a dark image to light image and in the background are peacock feathers and peacocks are known as beautiful however this is when voyeurism is because she is touching her chest therefore it's showing that women are beautiful but still sexualising them at the same time.

Demi Lovato - Heart Attack is performance however it is different to the other music videos because it is illustrate. The reason why it is performance because you can see the artist in the video lip-syncing and it abstract because of the editing of the video, it's like there is lightning in the video that always come when she is singing the chorus when she is saying 'Heart attack' therefore the lightning it resembling the heart attack, this is the lyrics+visuals. However like other pop videos this music video doesn't have choreography. The reason why it is illustrate is because while she is singing the band is playing the instruments in the background and that is visuals because you can actually see the band playing the music also this is a perfect example of how an performance video is an advert of the live performance because the shots when she is singing and the band is behind her playing is how it would look when she is performing live. The lighting is deliberately dark so you can see the lightning clearly and her costume in different shots is when she is wearing a white shirt and the connotations to white is pure, which shows she is pure, however her hands are black and every time she says the words 'Heart attack a puff effect of black paint gets on her shirt near her chest showing what the heart attack is doing, therefore the lyrics is really resembling the visuals. The pace of the song is fast and sharp, aslo there are shots when she is in a black liquid, considering the colour black is representing the pain of the heart attack and the connotations are death and a heart attack leads to death, that scene is showing that she is drowning in the heart attack close to death.