Laura Mulvey's ideas 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 is stating that the representation in music videos are biased. Women are seen as passive and 'styled accordingly' to pleasure men. Men on the other hand are seen as active as they are the ones who do the looking and observing of women.
In alot of music videos there are often more close up shots then long shots of women to show off their body and to portray their representation.

An example of this is Dizzee Rascal's music video 'Holiday'

Audience Portfolio

Meet Frankie! A Brighton University Student studying Music Technology. Go to her Twitter account @FrankieRose27 to find out more about Frankie! 

Frankie's Twitter Header.

Screen shot of Frankie's Twitter

Some of the celebs Frankie follows and her Tweets! 

By reading her Tweets you can judge her character and her interests.

Frankie's Psychographic profile would be Aspirers. She likes to read the latest magazines like GLAMOUR so she knows what's in fashion. She has the latest iPhone 5 which shows she likes the good things in life and doesn't save her money.

Examining Original artist's Website.

www.florenceandthemachine.net

Overall, Florence + The Machine's website stucked to the Art Deco theme and you can see that the theme has reflected the site's design. The Site is used solely to promote the artist's new work and get to as an fan to buy or look at their materials. The visitors of the website can check out their Blog and see what they're up too or sign up as a member to great the latest news on the band. There's also a link to their store to sell merchandises. 

How the Music Industry uses Social Networking Sites

After reading 'The Original Social Media Rockstar' discussing how singer Lily Allen's has used Social Networking Sites like MySpace to promote her music and interact with her fan, I instantly thought of record-artist Sean Kingston who was discovered off the same Social Networking Site, MySpace.

A extract from Sean Kingston's wikipedia telling the world how he was discovered through MySpace

Sean Kingston said "MySpace changed his life" and even though the MySpace era's are over, he still uses it to communicate with his fans and share with them his latest works. The video below discusses how he was discovered and the importance of MySpace to him.

SEAN KINGSTON'S MYSPACE STORY

SEAN KINGSTON | Myspace Music Videos

FaceBook has become a main platform where music artist can promote their latest work and communicate with their fans! Facebook continues it’s dominance in the social network and it's no wonder why artist uses FaceBook to promote their work its because so many people are using it! 

Rihanna's Facebook page and she has over 60million likes, so who ever 'likes' her can get updates on her and her latest music

In today's generation, technology is everything and most people our age are using Smartphones and the internet everyday. So promoting our work on social networking sites and putting it there can gives us feedback and tell us what other people think! So in the future I will definitely post my music video on FaceBook for people my age too see!

Analysis of 3 influential music videos

One of the three music video that I have specifically chosen and that will inspire our group's music video is 1.) DJ Fresh ft. Rita Ora - Hot Right Now.

Screen shot of Rita Ora in a Graffiti park in LA

Behind the Scenes of the Hot Right Now M/V.

The Hot Right Now music video has a simple concept and the whole video is shot in one prime location. The focus of the location is the graffiti walls and you instantly know it set in a urban city area. The video features Rita Ora in a park in Los Angeles with several other individuals dancing along to the beat of the song. Thats what we want for our music video since our song has the same upbeat genre as this song! I love the location and think that a location like this in our music video will look good! I want to re-create the same urban-street atmosphere in out music video by shooting in places like Brick Lane/Camden.

Dancers

We also want to feature some street dancers in our music video and I know a place where all street dancers get to together and dance on Saturdays. Its the basement of Trocadero, London and we was thinking of doing a few shots of the dancers randomly doing their thing!

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2.)  Flo-Rida - Club Can't Handle Me ft. David Guetta 

There are few club shots in this music video that we consider re-creating. The lyrics of our song focus of 'Light's and the club lights are illuminates the atmosphere which we like! There are a few slow-motions when the dancers are dancing that we also like to include in our video!

Flashing lights and lively atmosphere.

Club scene, lights are used to highlight and create atmosphere.

                                         

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3.) Emily Osment - Lovesick

Screenshot of Emily Osment's Love sick music video

We also want a Base track where our singer is singing in front of a black background and lights are reflecting on her face, since our song is called 'Spectrum' and narrates about lights illuminating.  The Lovesick music video is a prime example where lights are used in a fun way. The video has good editing and the song is edit to the beat. The entire video took place in the dark with various types of lighting revealing Osment and the band performing. These various lights include colored lighting and flashlights attached to the hands of Osment's band member. The lights are also flashing in-synced with the beat that I also liked! 

Florence and the Machine- 'Spectrum' lyrics

Review of favourite previous student video

My favourite previous student work has to be Dipika, Eda, Alia, Judith's music video for Ellie Goulding's I'll hold my breath. I simply just love the location and the theme of the video, it just flows and there are certain edits in the video that I liked.

This is one of the edits and shot that I particularly liked. The old photo is then transition into the real location of the scene, I
thought that this edit was clever and something new and it goes so well with the music as well.

Another edit I like was how the camera movement was used in this particular shot. The camera is moved to up into the sky
from the shot of the girl singing. The shot is then added with a edit which blurs it! I thought that this edit flows with the
melody of the song and is a great touch to the music video.

In conclusion, this video has got to be my favourite out of all the past students video I have watched because of the certain edits and the theme of the video.