1. What is your chosen music genre and why?
3. What are the main camera shots used?
Our chosen music genre is soul. We decided to chose this genre as it allows us more creative freedom when making our music video. This is as soul music often choses to portray a narrative so we will be able to link the lyrics and the video clearer and convey both the lyrics and the song more effectively.
Artist 1; Amy Winehouse- Rehab
1. What are the codes and conventions within the music video?
The soul music genre is stereotypically connected to that of the blues and jazz. This is confirmed within the music video with many of the scenes of 'Rehab' featuring a jazz band suggesting that the jazz element featured within the music video has heightened importance to nearly match that of the artist.
2. How miss-en-scene is used?
The setting of the music video subverts to that stereotypically featured within the soul genre as Amy is shown within a charactered house which appears old and almost abandoned. This is stereotypical as the soul genre aims to connect to people through a mutual storyline or situation opposing ideas of the pop genre who appeal to their target audience by making them desire the lifestyle of the featured artist. The use of the everyday locations too such as the office makes the story relatable to the audience whilst the ending of the song being filmed within a supposed rehab centre conveys the lyrics as it portrays the centre as a bland prison almost facility explaining why Amy has reluctance to go.
The costumes used within the the video are very basic supporting the videos location. At the beginning she is shown with just a basic white tee and dressing gown, she then moves on to dress in a leather jacket before changing to a white shirt dress. All simple basic looks on Amy are achievable to the audience as well as making her look at one with the different locations used. In terms of hair and make-up Amy is shown sporting her signature cat eyed winged liner typical of the 60's genre. By presenting Amy in her usual fashion appeals to her existing fan base by playing upon her usual style. The 60's inspiration is stereotypical of soul genre confirms her musical genre and complements her soulful voice.
Amy is sat down throughout a lot of the video helping to blend her in with the surrounding band and scenery. Although she remains central to the screen helping to maintain the audiences focus she manages to do it subtly allowing the shot and concept of each location of the video to be noted. This is as the soul genre does very little in terms of routine performance instead the videos often just highlights artists musical talents. As well as this through sitting down shows how Amy is defeated reflecting the idea of the lyrics.
The costumes used within the the video are very basic supporting the videos location. At the beginning she is shown with just a basic white tee and dressing gown, she then moves on to dress in a leather jacket before changing to a white shirt dress. All simple basic looks on Amy are achievable to the audience as well as making her look at one with the different locations used. In terms of hair and make-up Amy is shown sporting her signature cat eyed winged liner typical of the 60's genre. By presenting Amy in her usual fashion appeals to her existing fan base by playing upon her usual style. The 60's inspiration is stereotypical of soul genre confirms her musical genre and complements her soulful voice.
Amy is sat down throughout a lot of the video helping to blend her in with the surrounding band and scenery. Although she remains central to the screen helping to maintain the audiences focus she manages to do it subtly allowing the shot and concept of each location of the video to be noted. This is as the soul genre does very little in terms of routine performance instead the videos often just highlights artists musical talents. As well as this through sitting down shows how Amy is defeated reflecting the idea of the lyrics.
3. What are the main camera shots used?
4. What's the target audience?
As Amy is a young artist she mainly appeals to those her own age. Her trouble past and her ability to convey this to the audience appeals to those in a similar situation who take comfort in her upfront honesty on her current situation. Through her known drug and drink problems helps her connect and relate to those with the same issues or know someone with these issues. This in mind, combined with her classic soul voice and unique flare helps her appeal and cater to all variations of audiences and ages leaving her with a vast target audience. However her main target audience is young adults aged 14-30 who are typically more emotionally strung.
As Amy is a young artist she mainly appeals to those her own age. Her trouble past and her ability to convey this to the audience appeals to those in a similar situation who take comfort in her upfront honesty on her current situation. Through her known drug and drink problems helps her connect and relate to those with the same issues or know someone with these issues. This in mind, combined with her classic soul voice and unique flare helps her appeal and cater to all variations of audiences and ages leaving her with a vast target audience. However her main target audience is young adults aged 14-30 who are typically more emotionally strung.
5. How is the artist represented?
Amy is represented as troubled and misunderstood. This is as she has been made to feel although she needs to convey her personal life and situation to her audience to explain and express her point of view. Part of this is as Amy was often attacked within the media with her personal drug battles highlighted and utilised for press headlines. Her featured within the industry and overall safety was a concern with not only her target audience but spectators so her decision or protesting attitude to going to rehab was concerning. Amy therefore was able to show why to her audience letting them in making her feel trust worthy as well as desperate. This is shown when she states 'I don't ever wanna drink again, I just, ooh, I just need a friend'. Saying this shows hows she consciously wants to make changes but needs friends rather than peer pressure.
Amy is represented as troubled and misunderstood. This is as she has been made to feel although she needs to convey her personal life and situation to her audience to explain and express her point of view. Part of this is as Amy was often attacked within the media with her personal drug battles highlighted and utilised for press headlines. Her featured within the industry and overall safety was a concern with not only her target audience but spectators so her decision or protesting attitude to going to rehab was concerning. Amy therefore was able to show why to her audience letting them in making her feel trust worthy as well as desperate. This is shown when she states 'I don't ever wanna drink again, I just, ooh, I just need a friend'. Saying this shows hows she consciously wants to make changes but needs friends rather than peer pressure.
6. What is the style of the music video?
The style of the music video as with a majority of Amy's songs and videos is Soul with elements of Jazz.
The style of the music video as with a majority of Amy's songs and videos is Soul with elements of Jazz.
7. How is Godwin's theory on music video characteristics used?
A fifth element of Godwin's theory tells that there is often particularly voyeuristic treatment of the females body. This is shown with the music video Rehab however it is not the main focus. Instead the camera and costumes together work to create flattering images of her legs highlighting their length. As well as this they're is a section of a panning shot which just shows Winehouse's breasts as she's crouch over appealing to the male audiences interested within her musical style and taste.
To add to this as a result of demands of the record label music videos often need to include a lot of close-ups of the artist. This element is abided to within the 'Rehab' music video with the opening shot being a close up of Amy's face creating instant brand and artist recognition. Through being able to closely see and relate to Amy gives her fans a better understanding and look at her allowing them to have visuals to connect them to the artist as well as help found a relationship with her. Her signature look at close range could also appeal to her fans who may wish to copy and draw inspiration from her style allowing them grounds to copy allowing her create a certain motif around her artistic brand and name.
A fifth element of Godwin's theory tells that there is often particularly voyeuristic treatment of the females body. This is shown with the music video Rehab however it is not the main focus. Instead the camera and costumes together work to create flattering images of her legs highlighting their length. As well as this they're is a section of a panning shot which just shows Winehouse's breasts as she's crouch over appealing to the male audiences interested within her musical style and taste.
As well as this Godwin states a relationships between music and visuals is needed. This however is not apparent within the music video with even the chorus 'they try to make me go to rehab but I won't go, go, go' proves incorrect as Amy is shown to be in a hospital/rehab centre at the last frame. However the visuals do link to the section 'He said, I just think you're depressed, kiss me, yeah baby, and go rest'. Although a kiss isn't demonstrated linking to the idea the lyrics are not correctly demonstrated the concept of resting could explain the bed and 'forced rest'.
To add to this as a result of demands of the record label music videos often need to include a lot of close-ups of the artist. This element is abided to within the 'Rehab' music video with the opening shot being a close up of Amy's face creating instant brand and artist recognition. Through being able to closely see and relate to Amy gives her fans a better understanding and look at her allowing them to have visuals to connect them to the artist as well as help found a relationship with her. Her signature look at close range could also appeal to her fans who may wish to copy and draw inspiration from her style allowing them grounds to copy allowing her create a certain motif around her artistic brand and name.
Artist 2; Adele- Rolling in the Deep
1. What are the codes and conventions within the music video?
Elements of jazz (instruments)
2. How miss-en-scene is used?
The setting of the video is an abandoned house. This is a clever use of miss-en-scene as the scene reflects the emotions of Adele throughout the song as she too was left to her own devises and discarded. As well as this one unusual form of iconography used is the use of water glasses. With dozens of full glasses filled with water laid out filling the floor is used to convey the beat of the song as the water trembles. However their half full ratio could portray the optimistic side of Adele how she believes she will love again or the idea that she is full with vengeance and rage. To add to this the use of a chair simplifies the music video. It makes the video seem more realistic and natural as well as
The combination of the mise-en-scene element of hair, make up and costume has a detectable and noted 60s inspiration. This is noticed through Adele's beehive hair hair do and head band. This was a classic signature style of the 60's adopted by many women. The theme is continued with the use of natural make-up with pale skin and a statement winged cat eyeliner favourable at the time. To add to this the choice of clothing of a black dress makes Adele stand out from the white background drawing attention to the artist within a classic understated way.
In terms of lighting and colour the video shows the introduction of lights with the drumming begins within the song flashes incoherence to the beat of the drum reinforcing and making the music seem more powerful. On the other hand the colour theme throughout is black and white showing a neutral concept and pallet. This makes the artist merge with the surroundings suggesting she is part of a larger picture as well as appealing to the 60's theme.
The positioning of characters and objects within the video is very important within portraying the song. Adele is shown to be sitting on a chair throughout her whole performance showing her as defeated as she remains stationary not able to conjure the energy for a performance. As well as this the singular chair within the middle of the room highlights how she is alone identifying with the concept of a scorned lover as she is completely alone without her partner to comfort her and be by her side.
The combination of the mise-en-scene element of hair, make up and costume has a detectable and noted 60s inspiration. This is noticed through Adele's beehive hair hair do and head band. This was a classic signature style of the 60's adopted by many women. The theme is continued with the use of natural make-up with pale skin and a statement winged cat eyeliner favourable at the time. To add to this the choice of clothing of a black dress makes Adele stand out from the white background drawing attention to the artist within a classic understated way.
In terms of lighting and colour the video shows the introduction of lights with the drumming begins within the song flashes incoherence to the beat of the drum reinforcing and making the music seem more powerful. On the other hand the colour theme throughout is black and white showing a neutral concept and pallet. This makes the artist merge with the surroundings suggesting she is part of a larger picture as well as appealing to the 60's theme.
The positioning of characters and objects within the video is very important within portraying the song. Adele is shown to be sitting on a chair throughout her whole performance showing her as defeated as she remains stationary not able to conjure the energy for a performance. As well as this the singular chair within the middle of the room highlights how she is alone identifying with the concept of a scorned lover as she is completely alone without her partner to comfort her and be by her side.
3. What are the main camera shots used?
One of the main camera shots used is close ups. This is as apart from the supporting drummer and dancer, who's faces are undetected, the video solely features Adele and so it is vital for the audience to see her face in order to allow them to connect emotionally to the song. This is as Adele face is zoomed in during certain sections of the song which need her to convey her emotions such as parts which involves subtly links to being a scorned lover. Through seeing her emotions the audience are then able to empathise towards Adele and her situation or relate to the feelings expressed that as an viewer they may have experienced themselves. Overall this helps contextually relate the audience and Adele making them feel they can relate helping create a relationship.
One of the main camera shots used is close ups. This is as apart from the supporting drummer and dancer, who's faces are undetected, the video solely features Adele and so it is vital for the audience to see her face in order to allow them to connect emotionally to the song. This is as Adele face is zoomed in during certain sections of the song which need her to convey her emotions such as parts which involves subtly links to being a scorned lover. Through seeing her emotions the audience are then able to empathise towards Adele and her situation or relate to the feelings expressed that as an viewer they may have experienced themselves. Overall this helps contextually relate the audience and Adele making them feel they can relate helping create a relationship.
4. Who's Adele's target audience?
Adele, although effectively appealing to the mass market, has a majority female target audience and fan base.
5. How is the artist represented?
As an artist Adele is represented as alone and cold. This is as her performance shows her remaining stationary sitting on a chair throughout. Her inability to perform could be portrayed as cold as despite appearing facial expressions suggesting ideas of hurt she remains emotionally melancholy. As the song is supposedly expressing ideas and themes of being a scorned lover the typical or expected emotions would see her as distraught and broken reflecting and bitter upon a relationship she seems shut off instead allowing herself express her pain and vengeful anger through the vocals and lyrics.
Adele, although effectively appealing to the mass market, has a majority female target audience and fan base.
5. How is the artist represented?
As an artist Adele is represented as alone and cold. This is as her performance shows her remaining stationary sitting on a chair throughout. Her inability to perform could be portrayed as cold as despite appearing facial expressions suggesting ideas of hurt she remains emotionally melancholy. As the song is supposedly expressing ideas and themes of being a scorned lover the typical or expected emotions would see her as distraught and broken reflecting and bitter upon a relationship she seems shut off instead allowing herself express her pain and vengeful anger through the vocals and lyrics.
6. What is the style of the music video?
Adele's style is typically categorised within the soul/blues genre.
Adele's style is typically categorised within the soul/blues genre.
7. How is Godwin's theory on music video characteristics used?
A fifth element of Godwin's theory tells that there is frequently reference notion of looking featured within videos such as screens within screens and telescope effects and there is often particularly voyeuristic treatment of the females body. The video for rolling in the deep ignores this instead showing Adele looking demure with a long black dress. This however, despite appealing to Adele's maturer target audience more effectively, could also be a reflection of the song. This is as the song is about being hurt through love, opening your heart and being left, scorned and upset. Through covering herself up could then show how she is closed off and no longer wants a mans attention whilst her heart recovers.
Finally Godwin states that a video needs to be performance based narrative based or concept based. Adele's video although when thought about would be categorised as mainly a performance based video doesn't necessarily class as any of the options. This is as the video is bland focusing on a dancer, drummer and Adele. She chooses not to portray the story with a narrative and doesn't convey a message yet her performance is weak not even looking at the cameras. Instead the cameras focus on the iconography elements included as metaphors for the hurt or to convey the lyrics.
3. How has your research into your chosen music genre assisted you with planning your own music video?
My research has been very beneficial as through analysing successful music videos within the soul genre I have gained a better understanding of the styles and concepts within the videos that appeal to their and my target audience. The research was particularly beneficial within the mise-en-scene elements as the elements require in-depth decisions from an array of choices to choose from in terms of where to shoot and music video and what to include within it so by gaining knowledge from both the 'Rehab' and 'Rolling in the deep' videos has been very beneficial in hopefully helping me and my group make decisions faster and help create a more rounded clear image towards our music video. As well as this despite appealing to different target audience, although in the same musical genre, Ive found that there were a lot of musical tastes and decisions similar to each of the music videos helping confirm stereotypical venues and camera angles used within soul genre music.
A fifth element of Godwin's theory tells that there is frequently reference notion of looking featured within videos such as screens within screens and telescope effects and there is often particularly voyeuristic treatment of the females body. The video for rolling in the deep ignores this instead showing Adele looking demure with a long black dress. This however, despite appealing to Adele's maturer target audience more effectively, could also be a reflection of the song. This is as the song is about being hurt through love, opening your heart and being left, scorned and upset. Through covering herself up could then show how she is closed off and no longer wants a mans attention whilst her heart recovers.
Finally Godwin states that a video needs to be performance based narrative based or concept based. Adele's video although when thought about would be categorised as mainly a performance based video doesn't necessarily class as any of the options. This is as the video is bland focusing on a dancer, drummer and Adele. She chooses not to portray the story with a narrative and doesn't convey a message yet her performance is weak not even looking at the cameras. Instead the cameras focus on the iconography elements included as metaphors for the hurt or to convey the lyrics.
3. How has your research into your chosen music genre assisted you with planning your own music video?
My research has been very beneficial as through analysing successful music videos within the soul genre I have gained a better understanding of the styles and concepts within the videos that appeal to their and my target audience. The research was particularly beneficial within the mise-en-scene elements as the elements require in-depth decisions from an array of choices to choose from in terms of where to shoot and music video and what to include within it so by gaining knowledge from both the 'Rehab' and 'Rolling in the deep' videos has been very beneficial in hopefully helping me and my group make decisions faster and help create a more rounded clear image towards our music video. As well as this despite appealing to different target audience, although in the same musical genre, Ive found that there were a lot of musical tastes and decisions similar to each of the music videos helping confirm stereotypical venues and camera angles used within soul genre music.
This post demonstrates a proficient understanding of the codes and conventions of your chosen music genre. The points that you have included help to demonstrate your understanding of the micro elements and the relationship that is created between the audience and the artist.
ReplyDeleteTo develop your understanding further, you need to relate your points back to the codes and conventions of your music genre, to demonstrate further understanding. Also within your summary you need to consider specific inspirations that you have gained for making your own production.