Musc video analysis: John Newman - Love Me Again

I am going to be analysing John Newman's song 'Love Me Again'. 

Representation: John Newman is shown wearing a suit jacket, trouser and shirt which helps show that he is the main star of the video and the singer of the song that the music video is. His air is slick and this shows the audience that the song is going to be the soul/pop genre and that is

was he represents. The lighting in the music video is natural lighting and sometimes it is faded which shows the old fashioned style that the artist is trying to portray.

Audience: The audience for this music video would be aimed at young and middle ages people as it is taking the old soul style back to current date music which would appeal to both these age groups of audiences. People that dress in the same way and may have an old fashioned and slick sense of style might be the target audience of the music video and the song as it is how they dress and the type of song that they enjoy listening to.

Conventions: The song lyrics are a story about someone which is shown as a story within the music video as it shows a girl and a boy. This shows that the singer is singing about a story that doesn't apply to himself. The singer is shown preforming the whole way through the music video and is lip-syncing to himself singing and he is dancing throughout the song which helps portray the genre of the song to the audience more, being soul/pop. The dancing that the people in the music video do also help to show this genre of what the song is to the viewers and also helps to create an atmosphere and feeling to the audience that the artist would wants them to feel when listening to the song and watching the music video.

Movement: The movement of the camera increases in pace at the chorus of the song as it is more upbeat than the rest of the song and it goes well with the dancing that is in the music video and helps to show the excitement that the people in the video are feeling and make the audience feel that way, being the aim of the song and the music video.

Goodwin's theory: The music and the visual's of the music video relate to the song and it creates a tone and atmosphere to the audience. This is done through the dance routines that the people on the dance floor of the video are doing and the artist on the stage preforming. The artist is shown throughout the music video as this helps to show recognisability to the audience so that they know what to buy and what to look and ask for if they like the song and the music video so they know the singer. This also helps to create an image for the artist as he wasn't a largely popular artist as the time the music video was released, so this helped boost his popularity and his awareness in the music industry and to his target audience.

The camera angles in this music video are varied throughout. There are a few close-ups of John Newman's face so that the audience can see the artist of the song and recognise him. This also helps to grow the artist popularity as the audience may have never heard or seen him before and it helps them to know who sings the song and this shows them this. The camera seems to follow him as he dances and always looks up to him in the background even when it is filming the other people dancing in the music video to show that he is the main focus and the main person of this song. This makes him look important. This also helps the audience feel like part of the dancers of the dance floor dancing to John Newman and watching him. This makes the audience feel more involved and part of the music video and grow an attachment and liking to the song. There are parts wen the music video is edited in slow motion to add tension and suspense of the start of the video and just before the chorus kicks in to grow excitement for the audience. The camera is fast pace shots and is always moving to go with the dancing and the happy theme of the song that is puts across to the viewers. There is a lot of zooming in and out of the characters, especially John Newman as he is dancing and singing.

Music video analysis: Gabrielle Aplin - Home

I am going to be analysing the music video for 'Home' by Gabriele Aplin.

 

Representation: The genre of the song is alternative and this is help shown by what the singer is wearing as they are very mix and match and she is wearing old fashioned shoes. This portrays to the audience that she is different to other artists and has a different type of music that she sings as she is in the alternative genre. This is also shown by her tattoo on her arm that is only shown as some points in the video and her hair style which is very natural and different to what is in fashion to have. The artists facial expressions are shown as serious and meaningful when showing her singing the song at certain points in the music video. This shows that the song and the lyrics mean a lot to her and show what the genre and the pace of the song is

as it shows that it may be a sad or inspirational song. There's realistic lighting in the music video which shows that it could be a true event that happened in the past to show the meaning of the lyrics and the song to the artist.

 

Audience: Target audience for this music video would be young people from about 15-25 as Gabrielle Aplin in shown in the music video to be inspirational and a role model to young people such as teenagers as she is shown fending for herself and being her own person throughout different events no matter what. She is the main character in the story that the music video is showing and this helps to illustrate the storyline through the singer of the song and so that products of theirs can be sold if the audience and viewers of the music video like it.

 

Conventions: The song is a narrative about something that is happening in the music video and this video helps to explain the song and give it more meaning to the viewers.  Where the music video is set is in the middle of America and the audience can clearly see that she is far from home and she doesn't know where she is. This helps the song to be more appreciated by the viewers as they can see what the story behind it is and can feel more involved and understand the song and story more.

 

Movement: The movement of the camera becomes more frequent when the tempo of the music increases towards the end and it becomes more positive so that is helps to show this through the music video so that it is more obvious and explanatory to the audience. The camera shows many close up shots of the artists face so that it is recognisable for the audience and they know what the song may be and who the artist of the song is straight away. This also helps viewers that like the song or the music video to know what to ask or look for if they want to be the single or album that the song is on.

 

Goodwin's theory: The music video shows the title of the song like a film at the start before the music begins and the story starts to kick in through the video and the music and lyrics. Putting a title in a music video helps let the audience recognise the song before it begins and show new viewers what the song is to help sell more records and products of this s

song and the artist if they like the video and the song they are listening to. The artist uses lip-syncing in some parts of the music video when she is shown singing which helps to show that she is the person singing the song as well as being the main character in the story of the video. The camera does certain paces at certain times in the song which compliments it and helps to create the atmosphere that the artist wants the song to feel to the audience.

The camera angles that have been used in this music video are mostly match on action to things that are happening in the video that are specifically important to the storyline and the song. Such as Gabrielle Aplin paying for a guitar with her jewellery and her pushing her plate of food away from her.  There is also establishing shots so that we can see that she is in the middle of no-where and so that audience can get a feel to where she is and so that they are more in-the-know to what is happening in the video. The camera follows Gabrielle Aplin's movements and the pace of the shots becomes faster towards the end of the music video when the music becomes faster and more heart-felt to create an atmosphere and a specific feel for the audience so they can feel how important the story and the lyrics of the song are to the artist. There's a few close-up shots that the artist face so that the audience can recognise the singer of the song and so it establishes character.



Conventions of music videos

Movement;

Movement is a big element of a music video and usually compliments the song as it normally goes with the rhythm of the song. The movement of the camera and the angles that it is shooting the music video shows the dancing and can show many different cuts to show the fast pace of the chorus of a song and this also compliments this.  This editing of the camera can change the music video all together and go with the music. For example, in Beyoncé's video for her song 'Single ladies', she used a dance routine throughout the music video to compliment the song and use actions to represent certain phrases and words within the song.

Narrative;
Some music videos have narrative that tells the story of the song and the music video at the start or at the end of the song in the music video. This helps the audience to see what the song is representing and what the video is showing so that it is clearer and more understandable for the viewers. For example, Lana Del Rey uses a long narrative telling a story at the start of her song 'Ride' and it helps set the scene for the video and show the true meaning of the song and helps the audience understand the song and appreciate it.





Artist or band;
In most music videos, the artist or the band is shown at some point throughout it so that it is recognisable to the viewers and so that they know who sings the song so that they can go out and buy the single or the album, that the song is on. The music video may feature them singing on a stage or in the story that they are telling through the video to help explain the song and add enthuses onto it. If the artist or band are singing the song in the video, they are lip-syncing to it and playing the instruments to it (if it is a band). If the artist or band are in the video in the story they are acting and preforming within it, or the music video may show them doing both.


Intertextuality;
In some music videos, they use intertextuality to reference to other singers or films using credits at the start and end of the song with the title of the song and the singer or bands name so that it is recognisable and it shown as something important and professional to the viewers. Other music videos also use this concept in their videos by copying scenes and referencing to other music videos so that viewers recognise what they are trying to do and make it more fun and enjoyable to watch as it is similar to something that they have seen before.

Some other references to things can be done in more abstract manors. This is done in some music videos so that the audience feel like they have achieved something when they notice and recognize the reference that the video is presenting through the video. For example, My Chemical Romance referred to Nirvana's music video for 'Smells like teen spirit' in their video for their song 'Teenagers' by using cheerleaders so that they can see that they have used them for inspiration with their video and their song.

The purpose of music video in the digital age

The purpose of a music video is to promote  the song, and this helps to increase sales and awareness of the artist or band so they then get more sales on their singles and albums of which the song it on and they increase their fan base.
Music video's are a type of marketing that is used and it also gives fans and viewers a chance to get an incite into the song properly and they feel like they are  'getting' the song that is being promoted. artist or band are also able to promote their merchandise in this way, such as t-shirts as it gives viewers and fans the desire for the product.
The digital age that it is now, helps music video's to be viewed to they are a big part of this age in technology as these video's are free to the public to view at their own times and with all the different ways that people can watch music video's, they are able to receive lots of views as it is easily assessable through smart phones and apps, Youtube and Vevo.


Music companies have made music video's to be under controlled conditions as the amount of people that uploaded the music videos the Youtube for copyright infringement was to hard to control and track and become time consuming. Youtube channels for artists and bands have been done so that the links to their personal Myspace, Facebook and Twitter pages are available so that viewers go to their channel instead of going to copies from others on Youtube. TV programmes that are associated with music have also done the same so that they can see live performances and
interviews so that the official Youtube channel is more appealing for people to visit than others.

Goodwin's theory

Goodwin's theory applies to all music video's. I am going applying them to 'Crazy Kids' by Ke$ha.



Genre characteristics;
We can see that the song is in the dance-pop genre because there's dancing and unique outfits that are worn by everyone in the music video. There is also drinking within the video which links back to the typical stereotype for dance-pop music videos.The whole video contains bright colours and is all in all very colourful. The music within the music video is clearly a dance-pop song because is has an upbeat tempo and the singe Will.I.Am that sings in the song has been edited in effects as it is just a production of his face and his voice has been distorted and edited to sound almost robotic.


lyrics and visuals;
Ke$ha says "Ya'll chickens keep your two cents" whilst she raised two fingers to the camera which is a way that the artist represents the lyrics which an action. She also does this when she says "them crazy, them crazy kids" and she does circular finger actions on both sides of her head, being the body language motion for crazy.


Music and visuals;
The dancing within the 'Crazy Kids' music video goes in time with the music itself and Ke$ha's lip-syncing is in time with the singing that she id doing on the song. The cuts between shots in the music video go faster and more frequently as the music goes to the chorus and the upbeat tempo to go with the music.



Record company;
There is a lot of close-up shots of Ke$ha throughout the video when she is dancing and when she is singing, especially in the slow part of the song. This shows the enthuses on the artist that the record company would insist on to be within the music video so that their recognisability of the singer for the viewers and so that they are aware of who's song it is.



Frequent reference of notion to looking;
At the start of the music video, Ke$ha walks into the house and greats everyone as she walks by showing that she knows everyone, looking at them and high-fiving them. This shows her popularity and show that she is the life of the party and the main focus.



Intertextuality;
At the start of the 'Crazy kids' music video, it is presented like a film, with the title of the song and Ke$ha's name on a separate image and fades out into the video itself. This shows the audience what the song is going to be and who sings it, along with what the video is going to representing which can get the audience excited about the video and so it is treated professionally and so it is recognisable.

Typical conventions of a music video

History of music video's and how they have changed over time?

When music video's first started, it was just the artist or band singing live with images over the top whilst they was singing to show the meaning of the song or images of themselves. This short recordings of music videos started in the 1920's. Then onwards from the 1930's to 1960's, the most popular genre was musicals, and started music video's with songs. The first one was Marilyn Monroe with her video to 'Diamonds Are A Girls Best Friend'. This phase of musical interest carried on for a while until the introduction on Rock 'n' Roll when shown on the TV.

The Beatles made films within their time such as A Hard Day’s Night with the director Richard Lester and  their second film Help! which they sang their songs in and helped them to become more popular and gained fans and increased their awareness through the population on the UK and America. A music video was released with the song 'Ticket To Ride' from their second film Help!. This was very popular as it included the two key elements of music video which are performance and narrative. It was also more popular because is was made especially to be sent to the US in order to the Beatles to become popular over there as well as in the UK because they couldn't make television appearances over their easily back then.

It is known by many that the first real music video was Bob Dylan does Subterranean Homesick Blues in 1965. From then on, music video's started from many different artist and bands such as David Bowie's 'Life on Mars' and Queen's 'Bohemian Rhapsody'. These music video's were found to be very popular and received many views by their fans and others. All the videos had a narrative along with the song either following it or after, which was the normal conventions of a music video as it is shown like a film and viewers were familiar with the format of this.

 

 

In 1981, Madonna was on MTV, singing her hit 'Material Girl' music video including a narrative before, after and during the song and the song itself, so it had the same concepts of a music video. This was found to become very popular and is now one of Madonna's biggest hits in history as this music video's increased her popularity as it was a hit video on MTV and got a lot of views as people likes the concept she performed.

Michael Jackson received $7 million for his hit music video 'Scream' which was at the high in music videos of its time. This was a very successful video in music video history as it made millions of Dollars for the artist in one music video.


 Michael Jackson started something new in music video's for the future, with his video for his song 'Thriller' because it was as he made it a story for his song and had the scary elements that wasn't yet used. This was in 1983. This music video started artists and bands using their music video's to tell the story of a song and give it meaning, instead of just live performances and images over the top of them singing.

Definition and purpose of a website

definition; A website for a music artist or group is a site that latest information and tour dates are listed for fans and website viewer.
A website for an artist or a group is important as it shows their fans and others what is going on with news updates about their latest music, music videos and tour dates ect. This information allows fans to keep up to speed with the artist or group. This can add to the popularity of the artist and increase the sales of their songs  as well as increasing the awareness of the artist or group.

Definiton and purpose of a digipak

Definition of a digipak: A digipak is an original styled CD/DVD packaging, and it includes different elements inside. 
A didgipak helps to promote the album and list what is actually on the album itself. A digipak makes the album look more appealing so it makes the CD look more appealing for customers to buy as it is in a fancy case and comes with others things as well as the CD.
A digipak helps to show customers the re-occurring theme of the artist or group through their CD's and other products so that are recognisable and easy to see who it is and appeals to the right people that are interested in the artist or group and want to buy the digipak. This product helps tell the customers and buyers of the digipak a bit more about the album and the producer and singer within it so that they can get more involved and so that they will pay for a digipak rather than just the album.
This helps the artist or group to put across a message through the art of the digipak cover and interior of it so that listeners can understand the music more and the message that it is trying to portray. These digipaks helps to attract people outside of the fan base so that they appeal to a wider range of audience so that they increase their sales and add interest onto the artist or group overall.

Definition & purpose of a promo music video

Definition of a promo music video - A promo music video is a video which is created for an artist or band for promotional purposes.

The purpose of an artist or a group is to sell the song that they are portraying through the video. This also increases awareness because the video attracts people in and makes them watch it more than once to see the video and as a result, will hopefully grow likeness to the song. A music video also helps people to understand the song more through the video as it can tell the story of the song and make listeners like it more once it is understandable and clear to them.
This can also helps people to see the talent of people within the music video, such as dancers and the drummers and guitarists. Producing a music video helps to sell and increase the sales of CD's of the song and DVD'S that the song or music video may be a part of or have.
For new artist and groups, as this helps to increase artist awareness of people so that they get more known throughout the industry at to listeners and viewers so that they become more popular and helps the artist or group with their continuing business within the music industry.

Brief

A promotion package for the release of an album, to include a music promo video, a website homepage for the band/artist and a cover for its release as part of a digipak (CD/DVD package)