Discover Top Posts Tagged with #a2 research

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Through out this years Music video production I have put a vast amount of important post on my blog and each has helped me to develop and improve upon my finial media production for A2, as there is a large amount of information on my page, here are the clicks to certain sections to help you find what you are looking for earlier, enjoy!

These are the links to each stage leading up to the final Music video and analytic texts in chronological order: Research, Planning, Production, and Evaluation.

https://eviewatkinsmedia.tumblr.com/tagged/a2-research

https://eviewatkinsmedia.tumblr.com/tagged/a2-planning

https://eviewatkinsmedia.tumblr.com/tagged/a2-production

https://eviewatkinsmedia.tumblr.com/tagged/a2-evaluation

#a2 planning #A2 Research #A2 production #a2 evaluation

Here is my analyst of Lana Del Reys 'Born to die' advert.

#a2 research

Marxist Ideologies

All institutions will have ideology behind them, or a set of principles or it could be beliefs that are often taken for granted. These can vary between being dominant or subtle throughout a set of videos. The messages the institution is trying to get across may be interpreted differently depending on the age of the audience or the way it is shown. Ideologies can depict something normal or simply ‘common sense’ or something that has evolved over time, changing the ideology to fit the times.

Dominant Ideology Examples:

-Family values - having a marriage and two parents

-Equality

-'The Law’ being important and a need to follow it

-Hard work is a good thing, being work shy is not

-Buying and having things are a way to be happy

Other Ideologies suggest:

-Women are daydreamers and think about love, idolizing to stay at home and raise a family

-A man will make them happy

-The attitude toward women has changed

-Animals need to be taken care of

Because of this, when we undertake our music video we will need to carefully consider our ideologies and the message we want to convey to our target audience.

#a2 research

Music video analysis Foundation Kate Nash

Foundations is a performance and narrative based music video because there are shots of her performing, as well as there being an underlying message being shown throughout, through a narrative. The first five seconds of the music video has different shots of stationary objects including socks, two toothbrushes and shoes. This sets the setting as a home and shows the intimacy of the relationship that is going to be shown. There are numerous close ups of Kate performing her song and this shows her talent and the fact that she is the main singer of the song. In addition to this, there is a close up of the couple holding hands and then in the same shot, they begin to release the hold of each others hand. This shows that the couple are obviously going through troubles and their closeness is fading away. Similarly, there is a close up of the couples feet as they are laying side by side in bed and she looks as though she is trying to push him away from her; again as though she is trying to be close to him but she's struggling. 33 seconds into the music video there is a long take of Kate in her kitchen, which is full of flowers and plants. She then walks over to the fridge and opens it up, revealing a load of beers, which is seen to be very manly.

This shows a contrast between male and female stereotypes, which is recognisable to the audience due to its relation to real life. This shot lasts seven seconds and the length of the shot emphasises the importance of stereotypes to the audience. In addition to this there are cross cuts from the couple laying in bed to close ups of her performing her song. The use of cross cutting shows a gradual separation of the couple laying in bed, which suggests hesitation from the female character and her uncertainty about the relationship. This makes the sequence of shots much more effective and instilled in the audiences mind. The majority of the cuts are neither slow paced nor fast paced, they are all a relatively normal speed and this allows the everyday life of a normal relationship to be portrayed; especially the bits, which annoy those in a relationship. 3:12 minutes there is a focus pull on the male character and this suggests that the male character is on the females mind, there is a shift of importance from the female to the male. 1:09 minutes into the music video, the part of socks laying on the floor tie up together and 2:45 minutes into the video the watched intertwine. Additionally, 3:15 minutes in, the toothbrushes turn around and face each other.

These different cuts are all metaphorical and are meant to represent the couple but as inanimate objects. This is also effective because it it satirical and suggests that even the individuals belongings are turning against each other and it's a powerful message being portrayed. In addition to the metaphorical watches getting closer, the lyrics which are amplified at this point are "I know I should forget but I can't." This suggests to the audience that she tries to leave and forget but she gets dragged back into the relationship and this is a relate-able message, which many women can relate to; adding the element of personal relationships and surveillance into the music video. The audience want to keep watching until the end to find out what she finally decides to do. Finally at 3:25 minutes the metaphors explain themselves with the watches becomes unattached, the toothbrushes facing away from each other and the socks untangle. This suggests to the audience that what is happening to the inanimate objects is going to happen to the characters too. Throughout the music video natural, high key lighting is used and this is whilst the relationship is still in progress and then at the end of the music video, low key lighting is used and this is the part of the narrative where the female finally leaves the male.

Even though it is positive for her, there is still an element of sadness and therefore the low key lighting amplifies the overall meaning of the song. However throughout the music video, bright colours are used and Kate wears yellow, which has connotations of happiness and cheerfulness. This suggests to the audience that she doesn't really mind that her relationship is coming to an end because everytime she tries to salvage it, it just gets ruined again. This is reitterated by the lyrics "Everytime that your upset and I smile." On the other hand, whilst they are laying bed and their feet are sticking out of the end of the bed, the artist is wearing red nail polish, which has connotations to danger and passion and this suggests to the audience that she enjoys the danger. Finally, the last shot is a close up of a door with a poster, which reads "don't fall for this" and this suggests to the audience that they shouldn't fall for stupidity or lies. It is an empowering song to women because it exaggerates the fact that holding onto foundations can be pointless if they constantly break.

#a2 research

It's important to look at the history of music videos to get a better understand of there purpose and how they came changed the music industry and evolved as time has. There was many interesting things i found out from this research that aren’t in my Prezi such as,

Beyoncé’s first visual album wasn’t, in fact, the cinematic, sweeping Lemonade, but its 2013 eponymous predecessor, Beyoncé. This album release was full of surprises: not only did Beyoncé release it with no prior warning, but every song was accompanied by its own video, all of which dropped on the same day as the album. According to the PR releaseaccompanying it, “While not a concept album, the record is designed to be consumed as a comprehensive audio/visual piece from top to bottom.”

The fact that Knowles-Carter was able to film all of her videos in secret while on her “Mrs. Carter Show World Tour” should have clued us in to the fact that she would be perfectly capable of stealth-dropping a music movie just three years later.

Pharrell Williams Drops The World’s First 24-Hour Album

Williams’ song for the film’s soundtrack, “Happy”, was accompanied by a Christian Marclay-esque 24-hour-long video, which showed real people dancing along to the hit for four minutes at a time. Each section was filmed in a single shot which meant there was no chance for do-overs, creating a lovably spontaneous end result.

However, two factors kept it from seeming too chaotic: Williams performed his own hit on the hour, each hour and it was displayed online in the format of a clock that you can click on to access the time of day the section was recorded at. Half the fun of the Los-Angeles based video is celeb spotting: Tyler the Creator, Earl Sweatshirt, Jasper Dolphin, Jamie Foxx, Jimmy Kimmel and Kelly Osbourne are just a few of the famous names that star in the video.

Interactive Music Videos Go Mainstream (2010-2015)

Between 2010 and 2015, any number of high-profile music acts made the most of the internet by making interactive videos (often which had to be accessed via their own website). Arcade Fire, The Streets , Bob Dylan, Etienne De Crecy, Death Grips, Bombay Bicycle Club and Tanlines all made music videos that demanded audience engagement. Thanks to the trend, we also got the world’s first shoppable music video, courtesy of FKi, Iggy Azalea and Diplo’s “I Think She Ready”.

However, arguably the most powerful use of the interactive music video came in 2016 with Usher, Nas and Bibi Bourelly’s “Chains” video. It opens on the statement “While racial injustice keeps killing, society keeps looking away.” The Tidal video uses facial recognition technology to gauge when you’re looking at the screen, meaning you’re prompted to keep your gaze on the victims of police violence that appear in the video, with the message “Don’t look away” appearing and the music stopping when you look elsewhere.

Virtual-Reality Music Videos Become Big (2015)

n 2015, The Weeknd, Björk and U2 all gave us music videos that harnessed elements of virtual reality, with Björk holding her video release in an art gallery and handing out Oculus Rift headsets to watch the 360-degree YouTube video on.

#a2 research

Illustration, Amplification and Disjuncture

Andrew Goodwin stated that there were three different ways in which the music video can connect back to the song itself .

These are:

Illustration

Amplification

Disjuncture

Illustration – Illustration within a music video is usually portrayed through the use of lyrics. Most music videos will follow the lyrics of the song and will portray the story the lyrics are telling. Beyonce Knowles - If I were a boy music video is an example of illustration. Her lyrics discuss what life would be like if she was a man and her video compliments the lyrics by telling a story of what life would be like if she really was "like a boy"

Amplification – Amplification shares certain aspects with disjuncture, however, videos that use amplification tend to have some link with the song and work to try and emphasise the ideas rather than completely straying from the meaning. Music videos that use amplification are usually used an effective way to promote the band in the video, as well as using visuals to create strong ‘amplified links’ to their song’s lyrics.

Disjuncture – Videos that use disjuncture basically set out to create a completely different set of meanings for the song, this is done through abstract images, these images have no relevance to the song or message within the lyrics.