Analysis of the Original Video: Florence and the Machine- Spectrum

 

This is the original version of the song by Florence and the Machine. We are doing the remixed version by Calvin Harris and there is no video for it.

However, the original verson of the song is slow and sounds like a soothing melody that flows. The video for it reflects the movement of the song. The video depicts ballet dancers jumping and dancing to the song. Lights are used to highlight the dancers. There are a couple scene with Florence with a city like back-drop and different dancers to dance to the song. Overall, the video has a pretty simple concept which will be a factor thats differs to our future video.


Ballet dancers in a black back-drop but highlighted by flashing lights. We won't have ballet dancers because the Calvin Harris Ver. of the song is upbeat and has a techno feel.

Florence singing in a simple black backgroup singing to the song and lights are shone on her.

Our Video will have a more of a modern, street and urban atmposhore in contrast to the dark and mysterious feel that the original ver. of the song has. Our verson will reflect the upbeatness of the song and the engery and vibe will give off an urban feel 

Moodboard

Our mood board is influenced by the theme we want our music video to be. We came up with a indie/grunge theme as it is already a indie song and we would like our location to be set in Brick Lane which is known for its graffiti and urban style. We decided our core target audience to be young adults ageing from 16+ college students to 26 who like fast upbeat music and would like to shop in stores like Topshop, Urban Outfitters , All Saints etc. We also decided our artist to be influenced by Rita Ora, Rihanna's style.

Copyright permission to Columbia Records

This is the letter that we have sent to Columbia Records in order to get copyright permission so we can use Calvin Harris' remixed version of 'Spectrum' by Florence and the Machine.

Final Song choice: Florence + The Machine - Spectrum (Say My Name) (Calvin Harris remix)

As group we have decided to chose.. 

as our final choice song! 

The reason why we have chosen this particular song is because it's a female singer and we have

all girls in our group! It has an upbeat tempo and we preferred and upbeat song because it would 

have required more acting in slower songs. The song do not have an already made music video, expect for a official lyric video! All of us girls liked the song and the lyrical reference and we just felt as if

it was the 'ONE' while listening to it all together. We can already picture in our heads a brief 

music video for the song. 

Copyright permission

We sent an email to Florence and the Machine's record label, Moshi Moshi records, to request them to use their track for our portfolio. 

Short-list of potential songs.

Here is a short-list of the potential songs as a group we was interested in; 

Our chosen song is written in red!

The importance of music videos

What are the importance of music videos in 2012

To the fans?

• Entertainment
• Creates a bond between the viewer and the artist
• Repeated viewing

To the Industry?

• Still important advertising tools for the artist
• Creates the artists' image
• Creates USP for the artist
• Raises awareness of the song which increases sales

Summary

• Most people in the class do not pay for music
• Most people download music illegally
• Created financial problems for the music industry
• Artists now make money through touring
• Artists sign 360 degree deals- this involves merchandising

Laura Mulvey

“In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly”. (Laura Mulvey, 1992)

Laura Mulvey believes that in music videos and film, the audience have to view the characters from a male’s perspective- the ‘Male gaze’. Mulvey discussed the idea that women are ‘dismembered’ in all forms of media, which is focusing on different parts of their body. She argues that this is responsible for women’s obsession with specific parts of their body.

Scouting for girls- She’s so lovely shows women being 'dismembered'. The video focuses on parts of the woman's body like her legs. 

In this song, the male lead describes the woman as looking 'like them girls in Vogue'. This is what Laura Mulvey talks about in her theory.

Carol Vernallis

Carol Vernallis analysed music videos and studied the editing and camerawork closely. She observed that in music videos edits come much more frequently than in film and seem to have a rhythmic basis closely connected to the song.

• the usual rules of 'continuity ' editing are broken in order to draw attention to what is on screen. There are also a lot of outfit changes in music videos
• Edits may be really obvious to draw attention to themselves such as wipes and special effects added
• jump cuts are often used
• a master shot base track is frequently used to give the video a structure
• The camera may move in time with the music.

The Structure of Music Video

Andrew Goodwin states that pop videos approach narrative from a different angle to films and novels. Pop videos are built around the songs, not the traditional narrative structure. Pop videos usually have the singer as both narrator and character. The singer often looks directly at the camera to involve the viewer with the performance.

Here Rita Ora is looking directly at the camera in her video for How we do, which creates a bond and involves the viewers

There are three ways in which a music video works to promote a song: Illustration, amplification and disjuncture. The visual aspect of the video needs to be entertaining so it encourages repeated viewing. There is a relationship between music and visuals. The atmosphere of the video reflects the music.

Illustration- Music videos can use a set of images to illustrate the meaning of the lyrics

Amplification- When videos introduce new meanings that do not contradict with the lyrics

Disjuncture- This is where there is little connection between the lyrics and the video.

Coldplay- Every teardrop is a waterfall is an example of disjuncture as there is little connection between the lyrics and the video. Most Coldplay music videos consist of Coldplay performing at concerts.

Laura Mulvey's theory on Representation

Gender is one of the more obvious areas of representation in music video. The image of an artist in a music video will have been carefully planned from the choice of clothes and style of hair to the situation or 'narrative' that the artist is placed within. As an audience we will deconstruct this representation and interpret it.

 -"In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly" (Laura Mulvey 1992)

For example looking at the video 'Holiday' by Dizzee Rascal we see how the 'female figure' is 'styled accordingly' to suit a male's 'fantasy'. The audience for this video are blatent males.
   

In this shot we see the back of a female
entering this party in a bikini. However the male next standing next to her looks very provocative and obviously checking out the female. As the female is dressed in a bikini in this video it is inevitable that it is going to attract some male attention.            

In this shot we see Dizzee Rascal the singer sitting down surrounded by more females in bikinis, however he is seen dressed in full clothing and bling. The fact that there are more females in this shot  with bikinis shows us that they have been put there and styled accordingly to suit the male's fantasy.

In this shot we see a clear view of a female once again in a bikini showing her figure. This highlights the idea that women are dismembered which means it doesn't focus on women as a whole but focuses and obsessed with specific body parts such as the legs, chest, bums etc.





However looking at the music video by Missy Elliot called 'All N My Grill', we see the females being represented quite differently to the Dizzee Rascal video' Holiday'.

In this music video as you can see a female police officer- this highlights the bold dominant role of females. We see Missy Elliot in full clothing, theres hardly any flesh on the scene and finally a male with hardly any clothes. This video is the total opposite to the Dizzee Rascals 'Holiday' video, the females are portrayed more positively and strongly in this one.

Carol Vernallis

Carol Vernallis studied editing and camera work closely in music videos. She observed that edits in music video come much frequently than in film, that may stand out as disjuncture and that the editing seems to have a rhythmic basis closely connected to the song.

These are the main points of her observation

• The usual rules of 'continuity' editing are broken in order to draw attention to what is on the screen
• Edits may be really obvious to draw attention to themselves, such as wipes and special effect added

Angel- Wonderful  Obvious edit in this video creates a blury effect

• Jump cuts are often used
• A master shot (base track) is frequently used to give the video a structure 
• The camera may move in time with the music

Here is Angel's video Wonderful. There are some jump cuts shown at 1.32 of the girl with the hat, also the base track with the singer in the white background is frequently used to give the video a structure.

Andrew Goodwin's Theory

Andrew Goodwin feels that traditional narrative analyses dont really apply to pop videos. There are many reasons for this but it isn't because pop videos are trying to be avant garde- it is just that they approach narrative from a different angle to novels and films.
Reasons for the different narrative structures are:

• Pop videos are built around songs -and often songs do not pose traditional narrative structures (normality-problem-resolution)
• The pop video uses the singer both as a character and a narrator 
• Singer often looks directly at the camera- this is an extension of (music hall) performance and trying to involve the viewer at home with the performance

Leona Lewis- Trouble. Singer as the narrator- looking directly at the screen

Leona Lewis- Trouble. Singer is in character

Pop videos rely on repetition, often the video repeats images in the way the song repeats choruses or lines. Also the video would be played on TV, the song would be played on the radio and there might be an advertisingfilm or TV tie-in making the song very familliar through repetition.

It can be said that there are three types of relations between songs and videos: illustration, amplification, and disjuncture.

Illustration:
This is where the video tells the story of the lyrics and dance is often used to express the feelings/mood in the song. For example Leona Lewis's video Trouble. The reason for this is because as you can see in the video when the singer does get into character the video does relate to her lyrics and does tell a story.

Amplification:
This occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning


Disjuncture:

This is where there is little connection between the lyric and video or where the video contradicts the lyric. An example that Andrew Goodwin gives in Michael Jackson's Man in the Mirror, this is because the song is about self- realisation but the video is full of radical world events.


Pop videos often have easily recognisable features. One feature is the way women are presented as objects od male desire- particulary true in heavy metal and hip hop videos.

Videos that are from songs written for particular movies often incorporate images from that movie in the video such as Celine Dion's  My Heart Will Go On from Titanic.

Andrew Goodwin's Theory

Andrew Goodwin feels that traditional narrative analyses don't really apply to pop videos. There are a number of reasons for this but it isn't because pop videos are trying to be avant - it is just that they approach narrative from a different angle to novels and films.
 The 3 reasons for the different narrative structures are as follows:

1. Pop videos are built around songs - and often songs do not pose traditional narrative structures
2. The pop video uses the singer both as narrator and charachter
3. The singer often looks directly at the camera- this is an extension of performance and trying to involve the viewer at home with the performance

An example of this is Pixie Lott's music video Broken Arrow.

Pixie Lott looking directly into camera narrating

Pixie Lott becomes the character

Andrew Goodwin also says that there are three types of relations between songs and videos: Illustration, amplification, and disjuncture.

1. Illustration: this is where the video tells the story of the lyric. Dance is often used to express the feelings/mood in the song.
2. Amplification: occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning.
3. Disjuncture: this is where is little connection between the lyric and video or where the video contradicts the lyric.

Analysis Of A Music Video - Rihanna

One of my favourite music videos is 'We found love' by Rihanna. What makes this video good is the variety of shots used as well as the use of editing using effects all throughout. Also Calvin Harris, Scottish electro-pop producer who is best known for this work with Dizzee Rascal, Kelis and Kylie Monogue, makes an appearance in the video which creates an even bigger fan base and the video to be more special. It has a very strong message which generated alot of controversy for its depiction of violence and drug use and some would say that "Rihanna is damaging the moral and self-worth of young impressionable teens." However, The Guardian praised the video for being different in its time period and called it "a very British music video", comparing it to UK TV series, Skins.

Love this editing!

Rihanna also won a Video Of The Year for 'We Found Love' award at this years 2012 Video Music Awards :)

Functions Of A Music Video

As a class we came up with some good ideas of what makes a music video stand out and be successful. Some of these ideas included

• A message
• Creativity
• Reflects the lyrics
• Good editing-lots of effects
• Editing is quick and reflects the rhythm
• Variety of different shots
• Interesting and matches the theme
• Video reflects atmosphere of the song

As a function of a music video I think the key thing is to create am image of the artis which is likable and to also promote their song as well as themselves.

gif of Nicki Minaj in her music video 'pound the alarm'

There is also an importance of music videos to fans:

• Creates an artists image
• Entertainment
• Creates a bond between the viewer and the artist

What about the industry?

• Creates a usp for the artist
• Raises awareness of the song-increase sales
• Advertises the artist

Laura Mulvey's idea on representation

"In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly"
                                                                                                                            ― Laura Mulvey, 1992.

In other words, Mulvey explains that the male are the active subject, by doing the observing while the 

females on the other hand are "styled accordingly" and portrayed to suit the male's fantasy. Women are 

passive and men are active. 

In most Hip Hop, R'n'B and Rap music video this has become the case, where women has become the object 

of desire. The women/s that are in these videos are represented in specific ways to please the male's eyes. 

Here's an example, Wiley's 'Heatwave'. 

All the women here are dress in their bikini and dancing to attract male attention, 

In Wiley's 'Heatwave' music video the choice of clothing is carefully picked out to attract male attention and to 

reflect the summer song vibe. We presume that the audience for this video is targeted at the male audience because

how the women are portrayed to grab the males attention also knowned as the 'male gaze'. However, the 

concept of the male gaze has been contradict because women who are viewing this video will judge

the females in the video from a males point of view. 

Dismembered - when a women gets dismembered (cut) by the camera, normally a close up of a certain 

body part. Mulvey also discusses the idea that women are 'dismembered' in all forms of media - that there
is a fouce, not o women as a whole, but a focus on parts of their body. They do this a lot in Hip Hop videos. 

Examples of Dismembered in Wiley's Heatwave music video. 

In my opinion, in today's society males are still acting as the active role and female the passive. A lot of 
music video and other forms of media has proven this. 

Vernallis's theory.

Different base tracks that are used as jump cuts through out Jessie J's price tag music video.

Carole Vernallis studied editing and camerawork closely in Music videos. One of her findings was that edits come much more frequently than in films, the edits are to the rhythm beats of the song.


The main points of her observations are:

• The usual rules of 'continuity' editing are broken to draw attention to what is on screen. i.e: match cuts, seamless edits, outfit and location changes. 
• Edits may be really obvious to draw attention to themselves, such as transitions and special effects added (slow motion is used quite a lot in music videos)
• Jump cuts are often used
• Base track is frequently used to give the video structure

Camera moves in time with the music,  when                                                   "Everbody move the right..."

Jessie J says "Everybody move the the left..."

• The camera may move in time with the music. 

_____________________________

Andrew Goodwin's Theory.

Andrew Goodwin theory is that he feels that the traditional narrative don't really apply to pop videos and it's not because pop videos are trying to be 'avant grade' - it's just that they approach it in a different manner in contrast to films.
Reasons that back up Goodwin's theory are:

1. pop videos are built around songs - and often songs do not pose traditional narrative structure.
2. the pop video uses the singer both as the narrator and as a character
3. the singer often looks directly at the camera.

Who You Are music video- Jessie J looking directing into the camera narrating...

... then Jessie J becomes the character.

Pop songs do have a form of closure or ending, the music video must end and often reflects the structure of the music in some way. However, there are some cases where music video end with a "..to be continued".

There are 3 important way in which a music video works with the song:

• Illustration: this is where the video tells the story of the lyric. Dance is often used to express the feelings/mood of the song
• Amplification: occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning
• Disjuncture: this is where there is little connection between the lyrics and video or where the video contradicts the lyrics 

Pop videos often have easily recognisable features. Michael Jackson used to give a bit of a yelp and/or twirl in his videos. Another popular features that especially features Hip Hop videos are women are presented as objects of male desire. 

Analysis of a good music video: Gangnam Style

If you havent heard already about the 'Gangnam Style' craze then you must have been living under a rock. The South Korean artist PSY has taken the world by storm with his music video 'Gangnam Style'. Psy has now even broke the Guinness World Record with his globally popular music video “Gangnam Style" for being the 'Most liked' YouTube video in YouTube history and he managed to top the iTune charts in 31 countries...even though the song is totally in korean! It's the MUSIC VIDEO that's mange to captivate the world. 

PSY teaching Britney Spears and Ellen the dance for Gangnam Style

Numerous A-List celebrities has tweet and mentioned it including Britney Spears, Katy Perry and even Tom Cruise! There are thousands of parodies of the music video on YouTube. 

MOST LIKED YOUTUBE VIDEO.

A Tweet from the artist himself 'PSY' celebrating his iTune topping. 

The Music Video highly praised for its humour, catchy rhythm and dance! And It's true, the music video is hilarious and watching the video I just wanted to dance along with it! The music video is definitely my all time favourite music video! I have seen the video some many times and never bored of it! 

I love the transition of different locations, how in every scene it's totally random but flows and works! 

There's a fair amount of editing and most of them to the beat. I don't think there's any special FX added on the video.

 The music video is also a perfect example of using base-tracks!  

Shots of 4 different base tracks!

The function of a Music Video

The A2 year consists of two units one being the Advanced Portfolio. As part of our advanced portfolio this year, we have to produce a promo video (music video) along with promotional packaging and two components of a digipak. So to get started our first lesson was an introduction to the function of a music video.

Music Video:   A filmed or videotaped rendition of a recorded song, often portraying musicians performing the song or including visual images interpreting the lyrics.

Gif of Lady Gaga's Judas Music Video.

So what makes a good music video? As a class we chipped in ideas and discussed the topic and here's some of our ideas:

• A message
• Creativity 
• Reflects the lyrics 
• Good editing - lots FX
• Editing is quick and often reflects the rhythm 
• Lots of different shots 
• Interesting and matches the theme 
• Video reflects atmosphere of the song (i.e a summer tune would be set in the appropriate place) 

All of these suggests is what makes a good music video but what is the function of the music video?
Well I believe that the function is to promote the artist as well as the song that they're currently promoting at the time.

Ⓒopyright Clearance

Before we broke up for the holidays, our task over the summer break was to issue and contact the management of the artist/s we intend or was interested in and ask for permission to use their song. 

It had to be a British artist, so I have tried to contact the management of two artists by e-mailing their management companies. 

Ellie Goulding, http://www.turnfirstartists.com/about.php#artists

The first British artist I was interested in was Ellie Goulding and her song "Your Biggest Mistake". Ellie Goulding is currently under 'Turn First Artists' management. I got the e-mail off her management's official website then contacted them through e-mail. 

My E-mail to Ellie Goulding's Management. 

The Next song I wanted Copyright clearance from is a song called "Love and War" by Rita Ora. 

http://www.ritaora.com/

I went on Rita Ora's official website under the link 'contact' there was an e-mail to contact her management. 

E-mail to Rita Ora's management. 

The Purpose of e-mailing and asking for permission from the artists is because all establish and signed music artists have all rights and copyrights reserves over their materials and we need to ask for permission before using any of their materials. 

Structure of the Record Industry & Record Labels

Music Industry Structure on Prezi

Music Industry & Importance of Music Videos in 2012

SUMMARY OF MUSIC INDUSTRY IN 2012

• Most people in the class do not pay for music  
• Most people download music illegally
• This has created financial problems for the music industry
• Artists now make money through touring 
• Artists sign 360 degree deals- this includes merchandising, clothe range, headphones, perfume deals etc.

WHATS THE IMPORTANCE OF MUSIC VIDEOS IN 2012

TO THE FANS:

• Entertainment 
• Creates a bond between the viewer and the artist
• Repeated viewing

TO THE INDUSTRY:

• Very important advertising tools for the artist
• Creates an artist image
• Creates unique selling point for the artist
• Raises awareness of the song- increases sales 

Summerwork Projects

This is the link to the summerwork project we did. We had to choose from a selection of music videos and recreate a section of it. My group chose to do the Macarena and we had a lot of fun filming the video. We then edited the video and had to do base tracking. 

http://summerworkprojects12.blogspot.co.uk/2012/06/as-set-3-mb-and-rm.html

Analysis of a music video - Cheryl Cole- Call My Name

This is one of Cheryl Coles video, Call My Name from her third studio album A Million Lights, written and produced by the one and only Calvin Harris. Being a female solo singer, Cheryl Cole has presented herself as the sexy, independent woman in this video and this was portrayed well through her outfits and her dance routine. Although the video doesnt relate to the lyrics, most of her emotions and feelings are expressed through the dancing.

These are her three main base tracks, in three new different outfits and looks and different settings. In the first base track where she is in the shot with the dancers and the cars at the background, looked effective as the dance went with the beat of the music also she is dressed accrodingly to the scene. The second and third base track of her performing solo against a wall and the mirror is also effective as most of the attention goes on to her, and her outfit appeals to that as it bright and colourful.

This is the  15 second teaser that came out on 25th April 2012 followed by the extended version that came out five days later.
The Daily Mirror have quoted "this video doesn't disappoint".

Copies of copyright clearance - Summer Research

Copyright Permission sent to Universal Island Records to use Angel- Wonderful

Copyright Permission sent to Roc Nation to use Rita Ora- How We Do

Summer Music Video Remake

http://summerworkprojects12.blogspot.co.uk/2012/06/as-set-6-dtmb.html

This is the embeded copy of the music video remake that we produced in June, - Hey Ya.

Technical strengths in this video:

• There were enough base tracks to give our video and it gave the video a structure
• Some of the wide shots of the band and the close up of the main singer were shot neatly.

Technical weaknessed in this video:

• Some of the shots in the video were not cut to the beat of the music.
• The high angle shot wasn't done clearly as there were alot of spaces left above the heads.