Within
the production of our music video we were required to complete a story board
that showed a complete overview of our ideas and shots that we wanted within
our music video. This helped us within the production side as we were able to
refer to the story board for our initial ideas and allowed us to develop and
build on what we already had.
We have also looked at ‘I Get Off’ by Halestorm, like
the music video for ‘Apologise’ it is both narrative and performance based and
is also of the rock genre. However, this music video has a much darker
atmosphere. The use of dark clothing adds to the dark atmosphere because it
makes the band members appear quite dark and mysterious. Dark clothing also
makes up part of the band’s signature as this is what the audience would expect
the band to be wearing. High key lighting makes the subjects appear ‘glamorous’
as it highlights the face and doesn't have many shadows or much contrast.
Close ups and medium close ups have been used to
create a star image and so with the high key lighting it adds to the glamorous
effect that gives the star image. The camera is constantly moving and so it
makes the visuals flow better as well as making it more interesting as well as
adding to the energy of the music. Fast paced editing has been used as well as
jump cuts creating rhythmic editing and so the energy of the music is matched,
creating a relationship between the music and visuals. Backlighting has been
used to create lens flares as well as a halo effect; this makes the vocalist
appear more prominent and also creates a star image to add to the band
signature because the audience may relate the female vocalist to the band than
other band members.
Voyeurism has also been added through the use of a
camera and a screen. This gives quite a secretive atmosphere as well as
suggesting that she likes the attention of people watching her and so this
matches the lyrics ‘I get off on you getting off on me’ and so this can be seen
as voyeuristic treatment. This music video gives a dark and mysterious
atmosphere as well as being quite secretive and so the dark atmosphere is
typical of the rock genre.
‘Apologise’ is a cover of the original by One
Republic. It is both performance and narrative based and so the narrative is
fragmented because of the cuts from the performance to the narrative. The use
of soft lighting makes the band appear more ‘glamorous’, especially throughout
the performance. High key lighting has been added so that there are no shadows
and less contrast over the face and so this adds to the star image. Being
filmed in the magic hour there is also diegetic lighting from the sun, which
has been used to create lens flares. This makes the shot more interesting and
makes the band appear more prominent, especially the vocalists as they make up
part of the bands signature because they are the front women of the band and
the audience may associate them more with the band compared to other band
members.
The camera movement within the music video is constant
and so this makes it more visually interesting and makes the music video flow
better as a whole. Tracking shots on the lead vocalists creates a star image as
well as adding dynamism. The music video has a fast pace of edit with short
shot durations and so this creates a relationship between the speed is also matched
through the use of jump cuts and rhythmic cutting. This makes it more visually
interesting compared to just a tracking shot because the shot appears to jump
and so this makes it more engaging for the audience.
The use of fire gives the connotations of anger and
destruction, which is typical of the rock genre. The music video for
‘Apologise’ creates quite a ‘glamorous’ yet dark atmosphere with the use of
soft and high key lighting and also fire which contrasts the idea of innocence.
This matches the narrative, as the vocalists appear innocent yet they are doing
something bad. Analysing this music video has allowed us to think more about
rhythmic cutting and making us think about incorporating it into our own music
video.
We thought that during the production we could all have our own roles within the group so that we knew what we all has to work on to get completed. However, we also thought that we could all pitch in and share our ideas and have a go at another person’s role in order to achieve new perspectives and ideas that could improve our title sequence.
Camera, Tripod, Reflector, Studio Lighting, Camera for location shots
Location:
Christchurch Park, Suffolk One, Josh’s House, Town
Costume:
Shqipdon, when on his own is wearing black leather jacket, black converses and black t-shirt.When he is with Ella, he will be wearing a black leather jacket, pink shirt and trainers.
Ella in the park is wearing a summery flowing dress and flat shoes. When she is at the house with Liam, we thought that she could be wearing a white dressing gown, to suggest that her and Liam’s relationship is intimate and also it is ironic as white has the connotations of innocence and purity and she is cheating on Shqipdon within the music video.
Liam is wearing a dark blue shirt and jeans. This is to suggest that although he is part of the narrative he is not a significant or central protagonist within the narrative.
Star
image is vital within the promotion of a band or artist as it helps to market
the artist so that the audience are able to recognise them as well as creating
a star that can be appealing and as a role model for audience members. A star image
is often made us by an artist’s iconography which makes them stand out and
recognised for; this can often make them appear quite prominent within the
music industry if their iconography is quite bold or engaging and can give them
a large amount of exposure within the music industry. For this task I have
decided to research Emeli Sandé.
Throughout
both Emeli Sandé’s website (www.emelisande.com) and her album covers there is lots of
continuity. The typography that is used on the website matches the font that is
used on her album covers. This creates an intertextual reference to the album
because using the same font promotes the artist because the viewer recognises
the font and so they are made to think of the albums. The website gives you a
range of different links to pages to explore the website. These pages contain
similar backgrounds to the ones used for Emeli Sandé’s albums and so once again
the viewer is made to think of her albums and singles she has released as well
as maintaining the idea of continuity.
Once
you have entered the website the first page shows one of Emeli Sandé’s music
videos as full screen, this promotes her music and provides a method of
consumption for the target audience. It also makes the video appear quite
prominent as it takes up the size of whole screen. The website is based around
the promotion of Emeli Sandé’s music, this is evident as there is also an image
and link to purchasing her music in the corner of the screen and so the viewers
are constantly exposed to her work and the different marketing methods so that
they purchase her music.
There
is also a ‘store’ link so that viewers can explore her music and also purchase
if they wish. Just before you enter the full website there is a page that
introduces you to the artist. The use of a medium close up allows the viewer to
see the iconography as well as creating a star image. Emeli Sandé’s iconography
is her hairstyle as it is bold and unique to her and so this is her own signature
hairstyle. Her pose appears to slightly constructed, yet it has quite a natural
edge to it. This gives a suggestion into that she is quite a happy and fun
person both off and on stage. Quotes from Q Magazine and artist Adele have been
used to promote Emeli Sandé and her music “Confirms Emeli Sandé as a truly
remarkable talent” and “How incredible is she”.
Having
quotes from the likes of Adele makes viewers consider Emeli Sandé’s voice and
music as their style in music and image is similar in regards to album covers.
There are links to her other social networking links and so fans are able to
follow and connect with her using networking sites. The ‘gallery’ page creates
a star image of Emeli Sandé and allows the viewer to see her both on and off
stage. The images are mainly close ups or mid shots and so this creates a star
image. High key and soft lighting has been used to create a ‘glamorous’ and
flawless appearance. This also gives quite a subtle image as it is not so bold
and in your face which gives an insight into her personality. The images in the
photo gallery are mostly constructed images and so this shows her fun and down
to earth personality and so viewers are able to see her both in front of the
camera and her quite relaxed.
Emeli
Sandé’s album artwork for ‘Our Version of Events’ uses the black and white
effect and so this gives the artist a glamorous appearance as well as creating
quite a sad atmosphere. The mid shot allows the audience to see her hair as
part of her iconography. The soft and high key lighting also creates a
glamorous look as there are no shadows and not much contrast. The album artwork
gives a suggestion to the genre. Most album artwork in the pop genre promotes
the artist by creating a star image. So having a star on the album cover
creates a star image and relates to the pop genre.
The
fact that the artist is not addressing the camera and has her back towards it
suggests quite a secretive atmosphere. This links to the title of the album
‘Our Version of Events’ as it suggests that the songs are based on her life and
that this is her version of what her life has been like. The simple background
makes Emeli appear more prominent within the shot and so the focus is on her
and so this adds to the star image. The way the album artwork appears very
subtle and so it is not so in your face, this matches the artist as her voice
is very prominent and powerful yet she is not so dominant for her image within
the music industry.
On
iTunes Emeli Sandé is promoted through a photo from one of the photos from her
photo gallery her website. This constructed medium close up promotes Emeli
Sandé’s star image and so the audience can see her hair and tattoo which forms
part of her iconography. Soft and high key lighting makes her appear more
glamorous as her facial features are highlighted and there are not many shadows
or much contrast and so this makes her appear flawless. The typography that has
been used maintains the continuity from the album and also the website and so consumers
will be able to recognise the font and relate it to the artist.
However,
the neutral colours don’t match the colours on the album artwork or on the
website and so this gives consumers a different insight on to the artist and
makes her appear a bit more prominent as opposed to the subtle image on her
album. The simple layout of the image and so one again her image is not totally
in your face. The neutral colours make her appear quite natural and so this
suggests that there is more of a focus on her voice and music rather than on
her image.
The
music video for ‘My Kind of Love’ is both performance and narrative based and
creates different perspectives of Emeli Sandé as well as creating a star image.
Mid shots and close ups have been used to create a star image and so the
audience can see the artist’s iconography that makes up her star image. Close ups also allows the audience to see
Emeli Sandé’s facial expression and so it adds to the sad atmosphere. A
tracking shot immediately introduces the audience to the artist; it also
indicates that the music video is narrative based. The tracking shot also
allows the audience to see a change in her facial expression and so this
suggests a serious atmosphere, especially as the location is a hospital.
We get
to see the emotion and so this creates a sad and serious atmosphere that
suggests that the subject and music video is of a serious and sad nature and it
implies that she is serious about her music and is dedicated. Soft and high key
lighting has been used again so that there isn’t much contrast or many shadows
as well as highlighting the face and facial features and so this creates a
glamorous appearance. In the performance Emeli Sandé is sitting on a carousel
and so the lights that are on the carousel makes Emeli appear more prominent
within the shot as she is the main focus within the music video and adds to the
star image.
The
lights also add depth to the shot and give the audience something else to focus
on. A medium long shot implies Emeli’s interaction in the narrative with the
other female character in the music video and so this indicates Emeli Sandé as
a person both on and off screen, that she has a happy personality and brings a
sense of fun even in troubling times.Emeli
Sandé is wearing a long coat and so this could be a subtle textual reference as
she is wearing a similar one in another of her music video as well as part of
her artist iconography. It also means that there is no ‘gaze’ or sexualisation
as she is covered by the coat. Voyeuristic treatment would not be entirely
appropriate within the music video as it is of a serious nature and so it would
not go with the atmosphere of the song or music video.
She is
also wearing a minimal amount of makeup and so a bold or prominent star image
is not created and goes with the nature of the music video. The powerful and
serious subject of the music video goes with her powerful voice; it also
creates an emotional atmosphere which could form part of the artist’s style. A
close up of the female character shows the girl singing along to the song and
so this creates an intertextual reference as it is highlighting Emeli Sandé’s
song and that she is singing one of her songs.
Emeli
Sandé has created a subtle star image within the music industry and so she has
been able to maintain her own artist integrity and identity. Although she is
not totally prominent within the music industry, her voice is and so this can
form part of her iconography.
After
we chose the song that we wanted for our music video we had to contact the band
to get permission to use their song within our music video. To do this I
contacted them using their group twitter page, where I was then asked to email
them with my request. After emailing them I received an email with confirmation
that we were able to use their song in our music video. By asking the
band/artist permission to use their song we have avoided copyright infringement
and shows that we do not own their music or song.
As part
of the planning process of our music video we created a treatment which we
presented to the rest of the class as part of our plan for our music video.
This allowed us to collect more ideas as well as develop them in order to improve
our music video. The questions that were asked prompted us to think more
carefully about the costume and lighting as they add to the genre, mood and atmosphere
of the music video. The costume gives a suggestion to the genre of a music
video because the audience for stereotypes and expect to see things that are
perhaps indicative or stereotypical of the genre.
We also thought about the type of mood and atmosphere that we wanted within our music video and so we wanted to match the lighting and costume to the mood of the song so that it creates a relationship with the visuals, lyrics and the song. We also found that we needed to contact the band for permission to use their song as part of our music video to avoid copyright and to also show that the song does not belong to us. Through the treatment we were able to consider how we were going to develop our music video through the use of effects and different techniques to help achieve different moods and atmospheres that would create a relationship with the visuals, song and lyrics.
We have also looked at ‘I Get Off’ by Halestorm, like
the music video for ‘Apologise’ it is both narrative and performance based and
is also of the rock genre. However, this music video has a much darker
atmosphere. The use of dark clothing adds to the dark atmosphere because it
makes the band members appear quite dark and mysterious. Dark clothing also
makes up part of the band’s signature as this is what the audience would expect
the band to be wearing. High key lighting makes the subjects appear ‘glamorous’
as it highlights the face and doesn't have many shadows or much contrast. 
Close ups and medium close ups have been used to
create a star image and so with the high key lighting it adds to the glamorous
effect that gives the star image. The camera is constantly moving and so it
makes the visuals flow better as well as making it more interesting as well as
adding to the energy of the music. Fast paced editing has been used as well as
jump cuts creating rhythmic editing and so the energy of the music is matched,
creating a relationship between the music and visuals. Backlighting has been
used to create lens flares as well as a halo effect; this makes the vocalist
appear more prominent and also creates a star image to add to the band
signature because the audience may relate the female vocalist to the band than
other band members.
‘Apologise’ is a cover of the original by One
Republic. It is both performance and narrative based and so the narrative is
fragmented because of the cuts from the performance to the narrative. The use
of soft lighting makes the band appear more ‘glamorous’, especially throughout
the performance. High key lighting has been added so that there are no shadows
and less contrast over the face and so this adds to the star image. Being
filmed in the magic hour there is also diegetic lighting from the sun, which
has been used to create lens flares. This makes the shot more interesting and
makes the band appear more prominent, especially the vocalists as they make up
part of the bands signature because they are the front women of the band and
the audience may associate them more with the band compared to other band
members. 
The use of fire gives the connotations of anger and
destruction, which is typical of the rock genre. The music video for
‘Apologise’ creates quite a ‘glamorous’ yet dark atmosphere with the use of
soft and high key lighting and also fire which contrasts the idea of innocence.
This matches the narrative, as the vocalists appear innocent yet they are doing
something bad. Analysing this music video has allowed us to think more about
rhythmic cutting and making us think about incorporating it into our own music
video. 
Throughout
both Emeli Sandé’s website (www.emelisande.com) and her album covers there is lots of
continuity. The typography that is used on the website matches the font that is
used on her album covers. This creates an intertextual reference to the album
because using the same font promotes the artist because the viewer recognises
the font and so they are made to think of the albums. The website gives you a
range of different links to pages to explore the website. These pages contain
similar backgrounds to the ones used for Emeli Sandé’s albums and so once again
the viewer is made to think of her albums and singles she has released as well
as maintaining the idea of continuity. 
Once
you have entered the website the first page shows one of Emeli Sandé’s music
videos as full screen, this promotes her music and provides a method of
consumption for the target audience. It also makes the video appear quite
prominent as it takes up the size of whole screen. The website is based around
the promotion of Emeli Sandé’s music, this is evident as there is also an image
and link to purchasing her music in the corner of the screen and so the viewers
are constantly exposed to her work and the different marketing methods so that
they purchase her music. 
There
is also a ‘store’ link so that viewers can explore her music and also purchase
if they wish. Just before you enter the full website there is a page that
introduces you to the artist. The use of a medium close up allows the viewer to
see the iconography as well as creating a star image. Emeli Sandé’s iconography
is her hairstyle as it is bold and unique to her and so this is her own signature
hairstyle. Her pose appears to slightly constructed, yet it has quite a natural
edge to it. This gives a suggestion into that she is quite a happy and fun
person both off and on stage. Quotes from Q Magazine and artist Adele have been
used to promote Emeli Sandé and her music “Confirms Emeli Sandé as a truly
remarkable talent” and “How incredible is she”.
