The picture here is hard to read due to bad quality on camera so here is the information:
Album title : No more idols
What genre is the track: Electronica
Artist record label : MTA records
Artist profile: Well known Drum & Bass / Electronica band, known worlwide for there work, both first and second albums were hits within the UK and abroad, the band are common headliners for large festivals and within the clubbing world across the globe.
Overview of target audience for artist: 16-25 year olds , there largest target audience is the groups above 18 as there main audience is people who are old enough to be clubbing and attending there gigs and festivals.
what structure of video will i be doing : Narrative
Synopsis of video: Girlfriend and boyfriend are living together but the guy often leaves the girlon her own as he dissapears off going pubbing and clubbing, the girl is often blown off for other things on the guys schedule (going out with his friends). The girl is sat at home waiting for her boyfriend to return from his night out, but as the night goes on she becomes more and more fed up with being treated in this way, at any point within the video you dont see the fullimage of the girls face until the end, the video will be shot in a dark room showing the girls depression as she begins to draw images such as broken hearts, these images will conflict with the shots of her boyfriend out drinking at pubs and partying, this continues to go on until the girl leaves the house leaving a note behind for her boyfriend that she is leaving, at this pouint he realises what hes lost as you see his anger at the break upand the girls insight to freedomand her own life as she leaves to lead her own life.
ideas for Digi Pack: The outside of the digipack both outer sides will show the girls side of the story e.g black colour pallet not alot going on, a fairly simple cover with a large print of the song title and the artists name "Chase & Status". The inner two sides of the digipack will show the other side to the story expressing the partying side to the video, this will show bright vibrant images of the boyfriend out partying.
Ideas for magazine advertisement : This will be a image showing mainly a bright vibrant image of the boyfriend out partying with potentially a slash across the top corner to show a dark image of the girl in a dark room.
Unlike my first post stating i will be working with Aaron Harris and Ollie webster there has been a change as i will be now working in a group with Tom Noakes and myself working under the same name of Cloud 9 productions creating a music video this year.
The Chase & Status single cover for the song “pieces” featuring Plan B has a simple colour pallet using only 3 colours within its colour scheme, this is often used in album covers and singles so in a shop on a stand with 100s of other albums it will stand out from other CDs, this will give it a higher chance of being sold. The name of the song is clearly printed across the centre of the cover against a blank black background to stand out as much as possible to catch the eye of passersby, The sales of CDs have dropped hugely due to piracy of records and therefore the sales of these records are vital and the artwork on a CD case must not only catch the eye of a passerby but must also convince them to buy it.
The name of the Artist is clearly stated above the song name, this is not as important as the song name, this is shown by the smaller writing in the same font but it has not been made to be cracking or crumbling, chase and status are a well established band and do not need a busy cover to advertise or promote themselves, any people looking to purchase the CD will recognise the album cover through the song name and its artwork. The word “pieces” is smashed and appears to be crumbling into pieces; the retro font makes the word seem like crumbling stone. This is an interesting font for chase and status to use and is easily recognisable; it is similar to common fonts used in the 70s. The font is bold and bubbly, Chase and Status would not normally idolise themselves in this light but they feature the artist Plan B which in his recent album he portrays himself in 70s scenes, his dress sense, the scene build up and sets shows this, a good example is in the music video “stay to long” where Plan B is dressed in a suit with dungarees in a dark dingy 70s pub. The unusual 70s font would of been used to emphasise the fact Plan B is featuring in this song.
The end of the word pieces is repeated in the top right and bottom left corner of the cover to complete this albums artwork. The video to this song is a narrative theme telling the story of how Plan B and his girlfriend break up, the crumbling of the writing on this front cover is used I believe to convey the crumbling of his relationship, the retro font makes the writing seem like stone, this may be an underlying message showing they had a strong relationship ‘like stone’ but now its begun to break down. This is very good example of a simple cover created in a clever way to have many underlying messages within it that can be pulled apart to show relationships between the song name and the artwork and the video and artwork.
I have chosen this video as it is within the genre of Drum and Bass, we will be looking to base our music video between the genres of Dubstep and Drum and Bass. The video shown here is dominantly a performance based video showing live performances of artists and this is commonly used for this genre within its music videos, This may be due to the fact live performances is where artists in these genres will be making the most money and to have a well edited exiting performance based video will entice fans and viewers of the video to go and see the artists live at any of their performances.
The genre of drum and bass has its own characteristics of large live performances at clubs and festivals, this is shown in this video of a live performance of the artists from chase and status and Tempa T at a festival. Drum and Bass is a growing genre throughout the world, it has recently become commercialised and is beginning to become a universal hit within clubs across the globe.The fact Drum and Bass has suddenly become so commercialised means it has a wide range of characteristics but mainly within the age bands of 18-25 (the standard age for clubbers in the UK). The genre brings along a huge fan base with similar characteristics, the population of this fan base will often be stereotyped into the image of urbanised clothing, well known brands, hooded clothing is common, this is the perceived look and is therefore a common stereotype within the genre.
There are no real significant relationships between lyrics and visuals, as you would expect in a performance video the artists when singing are in sync with the music with actions but within this video there are many parts showing other artists whilst a different artist is singing, this does not show any relationship between lyrics and visuals.The beginning to this video is a talking intro of all the artists back stage with Tempa T talking before it fades into the live performance, this was in sync with words and visuals and this backstage view gives fans an idea of what the artists are like on and off stage. Goodwins theory does not match this video well in the aspects of the relationship to lyrics and visuals due to the performance based video being a live performance, this shows the artists doing what they do on stage but is not acted out so visuals do not have a great deal of significance in relationship to lyrics.
The music is very upbeat, this is shown throughout the performance video with areas of extremely frequent cuts and short clips, this is used very well as it makes the viewer feel more in sync with the music and the environment giving imagery of what it would be like to be at this live performance. The music video also uses a good use of clips that involve filming whilst a strobe light is being used on stage, this makes it seem like their are frequent cuts and gives the video an upbeat feel to it due to the synchronised beat of the music and the flashing of the lights, this is the main relationship between music and visuals, this video has therefore been edited to match Goodwins theory here very well, the music relates to the visuals directly throughout the video as it uses frequents cuts and strobe lighting in upbeat areas of the song and less frequent cuts with simple cameras angles in the slower parts of the song.
The music video itself shows little of anything other than the performing artists, the crowd is shown frequently but not for long periods of time, this relates back to Goodwins theory ‘Notion of looking’ within this video it seems unlikely the artists are trying to objectify themselves but more show off about themselves and their skills. The video seems to of been edited and shot in a way to portray the artists in a particular light, The opening shots show all the artists talking and having a laugh, throughout the video there are shots of the artists backstage not performing, the artists are not instructed to avoid looking at cameras, they are even looking directly at them, this gives of relaxed, fun and chilled look about them, it shows the artists personalities rather than an acted scene which allows viewers to relate to them and attracts aspirers who would want to live this life style.
The video uses many different camera angles of the artists at one point going round every artists showing close ups which promotes themselves as an artist and a kind of brand. After close ups of an artist there is often a view of the crowd shown this gives the viewer a feeling of imagery again as they could imagine seeing the artists up close and being in that environment, a wide range of camera techniques are used from hand held at the beginning of the video to pans and tracking shots. The camera techniques used are made to emphasise the feel of being their live, the main shots are handheld shots, the clips are often not still shots with zooming in and out on artists and movement of the camera happensa lot during clips, this gives the viewer a feel of the busyness within the scene and gives an atmosphere to the video
Mise en scene is largely important throughout the video, the large set will obviously be there before as they are performing at the festival, the clothes worn by the artists would of been chosen in agreement with their record labels as they get a say in how the artists come across within these videos, The props used are obviously part of the set and not just for show as they perform live but the positioning of the artists the set up of the stage will of been specifically layed out to show all the artist in their own light.
The editing used throughout this video is stereotypical with this genre, the length of clips relates to the beat, the frequency of cuts is in conjunction with the music, the video shows areas where the saturation has been changed to create black and white images in parts of this video. The artists are all shown in the opening of the video and through the talking of Tempa T introduced in the opening seconds. The video shows every artist on stage repeatedly, but as usual live performance videos the main part of the video is based around the singers, Tempa T is shown a large amount as chase and status have featured him in this particular song. This particular video would of been very had to film and edit as there is only one chance, the song will not be redone as they are performing live meaning everything must be right first time and when it comes to editing all shots must be good enough and enough footage must be taken to fill the whole song with visuals, Due to this many filler shots are used in the editing of the film by showing a lot of back stage events.
The performance based video by Chase and Status “Hypest Hype” featuring Tempa T is very successful in promoting the artists live performances and through the well edited video is very good at enticing fans to come and see the artists live, The main income for many artists.
Skream & Example – shot yourself in the foot again.
Music video analysis
Firstly I chose this video Because it is a similar type of video to what I will be looking to do in my A2 course work, it is the same genre of music as I intend to use and the video is a narrative based video. We know the video is narrative based as it is used to show a story of a man on his birthday. The music videos images are typical of this genre, the music is the genre of Drum and Bass, this is often related to clubs as this is the most common place it is heard, it is related to nights out on the town drinking and going clubbing. This makes the music video stereotypical of this genre within the clubbing aspects.
The music video also shows characteristics of people who would listen to this genre of music and go clubbing aged 18 – 25, the similar dress sense for example hooded and urban clothing is common in a drum and bass narrative video, they obviously know the bouncers at the clubs as they walk straight past the ques shake bouncers hands and go in, this emphasises the type of people they are. The genre of drum and bass will commonly use a specific type of editing using frequent cuts, vibrant images and will often portray clubbing scenes, these characteristics will be shown in the camera angles using extreme angles and techniques to create wild imagery in the viewers eyes which will entice aspirers and people who relate to the partying and music scenes to go and see the artists at a live performance.
The mise en scene of a music video is very important or it could loose interest of viewers, the mise en scene must be similar to what the ‘fans’ will be used to for example as stated above the use of urban clothing, if the actors are not fitted to the stereotypical dress sense some people may not feel as custom to it, it will be harder for people to relate to and could potentially turn aspirers liking away. Not only clothing is important for this, props such as the girl at home to look realistic she has cooked dinner, she is dressed up nicely for her boyfriend and little things such as the man ‘picking up’ drugs, this is used as it is a common feature of some lifestyles when they go out pubbing and clubbing and allows people to relate to the music video.
The people seem stereotypical again of this genre, seen as a crowd who would take drugs and go clubbing , the first image seen in this video is of a man smoking what seems to be marijuana. Later on in the video the main character is seen meeting a drug dealer to pick up drugs with a sign behind him saying GAK which is known on the street as methamphetamine, cocaine or marijuana and is later on seen in the video as a powdered drug as he is seen taking it in the club.
The video is based on this man’s birthday and it is called shot yourself in the foot again as it is clearly showing him going out clubbing with friends whilst his girlfriend is at home who has cooked him dinner and seen setting a evening together for him, without telling his girl friend he goes out and the video shows the alternative clips of him pubbing and clubbing whilst she is at home. This has a relationship with the lyrics as many times the words “shot yourself in the foot again” is repeated. The lyrics are used throughout to relate to the visuals as the lyrics “keep walking on my friend” are used as he is seen walking the streets of the city and the lyrics “where’s he gunna go to” are used as his girlfriend packs his clothes into bin bags and chucks his clothes out the front door kicking him out of the house for what he’s done, this is all evidence of Goodwins theory showing the relationships between lyrics and visuals within the music video itself.
The music itself has a relationship with the visuals used, as the girlfriend gets more and more angry throughout the night the length of clips are shorter and more extreme camera angles are used. This emphasises the narrative video alongside the music. The clips also begin to go with the beat of the music with shots changing with every beat and the tempo of the music begins to regulate length of shots which is commonly used in music videos especially within this genre. Within goodwins theory he states that there is a strong relationship within music and visuals and this is seen strongly throughout the video especially towards the clubbing scene at the end as cuts become regulated by the beat.
Notion of looking another part of Goodwins theory is used thought the video, The boyfriend is made to look like a cheat, like he does not care for his girlfriend, as the girl is at home it idolises the man as a controlling character that is one minute interested in his girl and the next minute he hasn’t got a care in the world, this is cleverly shown throughout the video as the viewer sees him looking at texts but ignoring them, partying with friends, taking drugs and even pushed to the extent of him cheating on his girlfriend.
The music video is narrative based and is used to complement the single “shot yourself in the foot again” , this is a very effective use of this video as it promotes the single very well and promotes interest into the lifestyle and music of the two artists “Skream” and “Example” . The use of narrative videos is extremely effective as it brings the music to life almost setting a storyline to the music you listen to creating realistic imagery in your mind that aspirers can relate to. The use of this video will promote aspirers who would want to live this lifestyle and will interest the viewers into listening to the artists other music and will therefore increase record sales and album sales and may entice people to want to see the artists live, the main form of income for artists in the modern market due to piracy of music being so easy.
