Post Production Diary...

This is our first production log for our music video. We did this in Mr Coppard's lesson so that it's clear to us what we're going to do in the Christmas holiday's.

Location Recce...

Location Recce

This is our Location Recce, it shows the location of where we're filming, the possible problems that could make our filming difficult and the risk assessments of the space and time of day. We need a Location Recce so that we can determine whether or not the locations we chose were successful or not. This helps us to make better decisions for our music video.

Animatic...

This is our animatic for our music video, we've made sure that the frames are in time with the beat and that they are all the right length. This will help us decide what the music video will look like.

Bastille - Rhythm of the Night...

I heard this song on Capital Fm for the first time about 10 minutes ago, enjoyed it and decided to look at the music video for it.
I found the music video to be just as good because of the relationship of lyrics and visuals (Goodwin). Bastille decided to use a detective to portray the narrative by using the phrase 'rhythm of the night' to represent his work routine in the evening (one dead body after another). I thought this was a really good interpretation of the lyrics they wrote, as I thought it might be about teenagers staying up late and partying etc.
There was use of diegetic sound, as the onlookers of the first crime scene could hear the music and were rocking to the beat which makes it synchronous also.
I also thought that the fact that the detective couldn't hear the music (the onlookers could) and his puzzled look, was a good choice, as it was enigmatic and helped shape my views on why he was the only one who couldn't hear the music too.
Another good thing about the music video was that the corpses began to lip sync to the song, which related to what Mr Coppard taught us to do in one of our lessons (be in time with the song).
However, although it was a really good music video, I predicted that the detective would kill himself because he couldn't deal with the fact that the corpses were becoming animated but despite that I didn't find it annoying that he did so, I just wanted to see what his death would look like.
In terms of our music video, towards the end of the song, there will be diegetic sound as the female protagonist is singing to her audience, so they will hear the music. The music at the beginning will be non-diegetic because the two characters won't hear it, but their actions will be synchronised with the song.
However, the song did actually get bad reviews because of the combination of two 90's songs.

Equipment List...

Equipment List

This is our equipment list, this helps us to choose what equipment we need for production. By allocating the equipment to certain people for a day of filming, it helps us to get the work done quickly and efficiently, as we now know who will film first. However, the person in charge for each piece of equipment will change whenever we start a new day of filming. The fact that we have an equal amount of people, helps us to divide the work equally and fairly.

Our Chosen Song...

This is our final song choice by Alice Smith, 'Dream'. We chose this song because it was catchy and the narrative was clear. The narrative helped us formulate a lot of creative ideas about how we could manipulate the idea of romance. We decided to go with the 50's theme, as we feel that it will suit it better than a generic idea.

Crew Requirements...

 If they are not there, time will be wasted-not just filming time but other members time will also be wasted, as they may be left unable to do anything. The crew must be able to use the camera, as this is the second year of media and filming played a large part in the previous years, this will be needed because we'll be taking a number of different shots and angles for each scene to give more footage when editing and also a better variety of shot types which will be very time consuming and hard work. We will have to share the filming, taking turns using the cameras for each shot or scene. Having just one person filming will be unfair, so we will all have to take our turn and to do this everyone must be able to use the cameras effectively.

Audience Research and Analysis...

We asked this question because the gender of the person can determine what music they prefer, females generally prefer female solo artists, such as Rihanna and Beyonce and will enjoy songs like 'We Run The World' by Beyonce because they are aimed for women specifically. Males will generally prefer artists like Jay-Z or Lil-Wayne, as they are aimed at males in general.
We also had to ask this question because our music video will be aimed at a female target audience and a small percentage of the male audience.

We needed to find out what age they were, so that we could determine whether or not our music video would appeal to them in any way. Our music video is aimed at teenagers to young adults and from the chart there is a high percentage of them that took the survey. This means we'll get good feedback.

We asked this question because when you're part of a religion you are usually steered towards and away from certain types of music. We wanted to see if our music video would appeal to the majority of religions.

We needed to know how people accessed their music, this would help us predict if people would watch our music video or just download the song. The highest percentage was YouTube, which could be good if they watch the music video. It could also be bad if they just want the audio or the lyrics.

We chose this question because our music video is from the R&B genre so it would be good to see if people preffered that genre more than others. Some people did choose 'inbetween' so it might mean that they don't like it as much as the people who listen to mainly R&B.

We chose this question because our video is narrative/performance, so we needed to see whether our audience would be entertained by watching a hybrid music structure. From the chart the hybrid catergory is higher than the other catergories which means that we have a higher chance of appealing to that audience.

We asked this question because we were wondering what they preffered to watch while on YouTube. This will help us to determine whether people will watch our music video or ignore it.

We chose these catergories because they are the most famous and popular in the media. Our music video is performance which is a technique that Beyonce frequently uses.

We chose this question because it will affect the positive or negative feedback we get concerning the emotions of the video. Our Music Video is a mixture of both because the lyrics feature both sad and happy verses.

We chose this question because this is our main idea for our music video, we needed to know whether or not it would appeal to teenagers or not. From the chart, both catergories are nearly equal, which means that it might not appeal to the majority ofour selected audience.

Lipsync Practice...

This is our Lipsync Practice that we created during a lesson with Mr Coppard, It features other pupils and our group. The song choice was 'Call Me Maybe' by Carly Rae Jepsen.
It was a little difficult to match the audio with our lipsync, because you had to get it in time, so that it looked convincible to the audience.

Character Profile (Female)...

Character Profile (Female Protagonist) by fatimarana00

Story Board...

This is the storyboard for our music video, this shows frame by frame of the scenes and shots we will use in our music video. We have 65 frames in total, so it shows we had a lot of in-depth discussion on what angles/shots we will choose.

Contingency Plans...

Working as a group and making decisions together as a team is very important, everyone should have their say and play an equal part in the pre-production of our music video. Sharing work out equally, will reflect how our ideas will come together as one. We are aware that people will fall behind if they miss lessons or if they're ill. It will only become a problem if there is no communication between us, then things will be unorganised and messy.  To prevent this from happening, we will email each other and text so that we are always informed of where each of our team is.

In terms of filming, only one from our group will be the main protagonist, so it won't be as difficult to contact someone who is close to us. If she does fall ill, then we will be able to shoot certain scenes with just backing dancers, to help keep the production going! The filming will be divided equally and quickly, as we will all have certain things to do, and it will increase the amount of work we get done. Since we have four people in our group, everyone will always have something to do to help the other one out. Even if someone is not able to attend filming, we will have 2 or 3 people who will be able to utilise the time properly.  By using social networking sites/apps such as Facebook or Whatsapp, we always keep in contact with each other.

Our ideal place to film may not be available right now, but we will always have a back up, just in case thing don't go to plan. We would film in similar places, even if we can't get the setting to look how we want it to.  

Treatment...

Our final song is called Dream by Alice Smith, we found the song on music alley;a copyright free site, meaning we could choose any song we wanted without it being taken off or switched with another song, once put on YouTube. After listening to the song as a group, we decided that it was our favourite and already had ideas about what kind of genre and type of music video we could create. 

Our overall idea is based on a 1950's performance music video, although the song is an R&B, this style will be going against the codes and conventions of how the music video for that type of song would normally be like.  As a group, we all had the same idea of how to present the narrative and lyrics to connect to the visuals. One music video that in my opinion reflects the codes and conventions of a traditional music video is Beyonce's 'Why Don't You Love Me', the costume, props and the techniques of how it is filmed reflects the 50's era. 



 
Our original inspiration of our music video, came from the movie 'Grease'.  Their use of costume and props looked really well done, and even if they did had a bigger budget, we can still mimic some of their scenes, for example 'Beauty School Drop Out' is our main influence.  I think our video will be successful because our idea fits really well and links with our song and the live performance part of the video. The thing that will make our video stand out is the fact that most current videos, utilise cars, money, women and over the top 'houses' (mansions). 

The music video, will be half Performance and half Narrative. Our main character will wake up in her home and will conclude the video in a hall, performing the rest of the song. We will also have the POV of the lover in her life, who will mimic the same things she does as her lover. During the performance, we will use some backing dancers but keep the main protagonist in focus by having a bright spotlight on her. As shown on our mood board, the costume, props will make it clear to our target audience, what we are trying to aim for in our music video to make it realistic and authentic.

Costumes, Props...

Evaluation of Music Video's...

The video has been filmed so that it is a Hybrid: Performance and Narrative. The video has been edited so that its in black and white, this connotes pain and suffering, it also connotes that the decision 'Adele' has made is final - either yes or no. 

The beginning of the video shows a smooth transition from colour into black and white 0:00-

0:13. Along with this technique, they've used slow motion 0:53-0:56 and overlapping of certain frames 1:56 to show the narrative of the song, the overlapping also shows a connection between lyrics and visuals (Andrew Goodwin). From 1:29-1:30, they've have used fast cuts to mimic the quick beat of the song, it works well because it's in time.  In terms of their own props, they've used a smoke machine and a rain machine which connotes pain and lies.  The close up's of the 'artist' 2:04 denotes clearly that the video is about her and not the other actor.  The lip syncing is really good throughout but in some parts it goes out of time 1:25-1:29. At the last shot, she goes from being soaked and then dry which connotes that she is over the pain. The male actor she uses is good , but sometimes he over exaggerates certain movements, gestures or actions that makes it kind of cringeworthy and embarrassing to watch. There change of costume shows their thought over the characters emotions and actions. A traditional black and white shows that they are mourning and vengeful.

The intro of the music video begins with a single male walking through the corridor, to put the focus on him, they used a panning/tracking shot  0:05-0:022 to show which direction he is heading. They use a lot of fade techniques in the music video, which works well because the genre of the song is quite mysterious and abstract. Various close up's of the male and female show that he is the main character in the narrative. The males face is placed higher than the females 0:24-0:32, even though she has a certain facial expression on her face, it shows she has a deadly plan. The close up of another male makes it obvious that he is the artist because he is lip syncing, there is a close up of him but half of his face is obscured by shadows. connoting mystery and illusion. They used a handheld camera to film the artist's scene, as it is shaky-this connects with his voice and the way he is moving. The camera also pans to the left and then the right, which connotes disorientation. Moving towards the bridge, the camera pans in different directions, while displaying a mid shot and close up of the camera and his costume 0:40-0:48. The frames aren't shaky, just purposely uncontrollable. There is Binary Opposition in the video as well, as the males costume reflects a geeky/nerdy stereotype, while the girl reflects a flirty, cheerleader type stereotype.  The next time the 'artist' shows up, the camera slowly zooms in to the let side of his face as he lip syncs 'guilty conscious grows...', this connotes that the artist has also experienced what the protagonist is experiencing currently. At 1:13, the lyrics say 'she burns like the sun, I can't look away', they've used Andrew Goodwin theory (relationship between the lyrics and visuals, as they have used a close up of the male actor staring at the female. At 1:18, the female flicks her hair and stares into the camera mischievously, as if she knows that she's in control of the male. She is also building a relationship with the audience, as we also know what her motives are. The artist then comes in again and pulls himself out of focus, which works well.  The characters then exchange words, but they have been edited out, which looks good, as the music begins to ascend. It then switches to the Performance part of the video 2:20-2:34, this time not with singer, just his band. 

 It is a really good music video, I just didn't understand the link between the lyrics and visuals towards the end of the song.

'Misery Business':


In the beginning, the use of multiple screens makes it seem authentic to the audience, because it looks like she's watching the audience as they watch her.  There is a close up of  the artist straight away to show who the audience should be focusing on. From 0:04-0:06, they have used stop motion to show what the artist's band is called. The quick cuts reflect the genre-'Rock/Punk Rock'.
You can see that the music video is Performance because there are shots of guitars, drum kit and a microphone that the main artist is holding. At 0:20-0:21, they have promoted the drum kit they're using, 'Yamaha'. This shows that they've have thought about synergy in the media.
The use of props is good, for example the pictures relate to the lyrics and the cigarette she used to burn a hole in the artist's face, shows that the idea has been well thought out to portray the other character as obsessive.
At 2:35-2:38, the use of flickering and static looks really good, as the mannequins head is switched with the artist's head and then reversed.
The costume used for the main artist was a little boring, as it was just a white t-shirt, shorts and tights, which didn't look very 'rockish'. The other band members, however, looked a lot more like they were an actual rock band.

Calendar...

This calendar shows when we will start filming our music video, this helps the group stay organised and punctual.

Audience Profile...

            

Lily Allen: Hard Out Here

In the beginning of the music video Lily Allen is lying on a surgeon table, connected to wires and machines. During the camera panning and cutting, her manager expresses his distaste at the fact that she     'let herself go', despite the fact that she's had two children. I thought that this reflected the Dyer Theory, as he talks about the manufacturing of the star, while the video displays this literally as they change her to suit the audiences purposes.
The Mulvey Theory is also evident in the video when her 'manager' imitates eating a banana sexily and gesturing to look in the camera. This shows that males are the ones behind a females image and the media produced is to appeal for men only.

Vox Pop: Audience Research...

Audience Research: Survey...

http://fatimaarana.polldaddy.com/s/audience-research

We created this survey to pinpoint our target audience so that we can shape our music video to the audience that it appeals to and expanding it so that more people can relate to it. We used closed questions, so that we have enough data to use for an infographic.

Costume for our Music Video...

Lyric Analysis...

This is the lyrics analysis for our song choice. The song we have chosen is Alice Smith - Dream. The genre is RnB and explains the love that she has towards a boyfriend or male character. We have also included the inspiration for our music video within the presentation.

Mood Board...

For my Mood Board, I decided to do it by hand. I found the majority of the pictures on the internet, along with various screenshots from YouTube. The Mood Board shows our inspirations and influences that we will use to create our music video. Although our chosen song is R&B, we are going against the conventions of an R&B video, by contradicting certain connotations that you would associate with the genre. We started off with the idea of a fashion show set in a different era, which is when I looked at movies like Grease and the 'Beauty School Drop Out' scene. We would use things like backing dancers and a lead singer to convey that our music video is Performance. We would also like our video to be filmed on stage, so it conforms with the performance used in BSDO. The film 'Grease' is set in the 1950's, so we wanted to go with that time frame for our music video. We would include the style of costume, hair and make up, as these also feature in my Mood Board.

By Abigail Brewer

Genre Shopping List...

9 Frames...

Music Shortlist...

Stars in Their Eyes... Dyer Theory

The programme 'Stars in Their Eyes' links to Dyers 'Star' Theory. This is due to a normal person, being transformed into a star in order to appeal to a target audience.
The person who comes on looks considerably unattractive, with no make up from the artists on the show. This is to increase the dramatic change and highlight the difference between unfamous and famous. There is also Binary Opposition evident: Famous vs. Unfamous.

Diamond Nine...

This is a diamond nine that we did in one of our lessons, it shows the important factors when it comes to constructing a music video and the appeal to the audience.

Holiday Inn...

In a lesson with Mrs Jones, we looked at the Levi-Strauss theory of Binary Opposition. We watched a short musical film called the 'Wrong side of the bed', this displayed a binary opposition of Lucky vs Unlucky, as it showed a man completing his day. The video itself connotes that emotions determine whether or not your day will begin and end well.
The video is like Holiday Inn's new advert to promote their use of wifi and technology. The ad shows a man taking a picture of himself, he then becomes two different men and the advert then shows a range of binary opposites. For example, Modern vs Vintage, Old vs Young, Fast vs Slow, Sociable vs Unsociable, Fit vs Unfit etc

Purpose of Music Video's...

There are five factors that determine the purpose of music video's:

• Sell the song- by selling the song it imprints itself into the audiences memory and spurs a reaction, making them remember it for a long amount of time.
• Better understanding of song to audience- by only listening to the audio version of the artist's song, leaves you with your own interpretation, but when the music video comes out it gives you the artist's interpretation and the director's.
• To entertain-this could be in the form of acting, if theres any dialogue or dancing.
• To sell upcoming CD's or DVD's of the star- it promotes their upcoming concert dvd's or upcoming cd's and expands their audiences target market.
• Sell the artist- a music video will add more to their profile and help them get more bookings for gigs, more publicity etc

A good example of a music video would be Michael Jackson's 'Smooth Criminal' as it has one thing in there that no one will ever forget,(even if they weren't around the same generation): his dance moves or the 'Lean'. 

Mulvey Theory...

Laura Mulvey, came up with Male Gaze Theory, which suggests that the media is made by men, for heterosexual men.
The concept of the theory is how the audience view the way females and males are represented in the media.
Mulvey came up with the idea that when you watch a music video or a film, you have to view it as if you are a heterosexual man.

The theory can be split into three factors:

1. How men look at women.
2. How women look at themselves.
3. How women look at other women.

Some of the features that link to the Male Gaze theory would be that women are portrayed as objects, and experience narrative second-hand, the camera has to highlight the shape of a women's body to the audience and there has to be a reaction from a man.

Dyer Essay...

To what extent does a pop stars image influence their audience? 

“A star is an image, not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (e.g. advertising, magazines etc.) as well as films (music)” Dyer 1979

Due to the media, stories can be misconstrued and the public will agree with them to such an extent that they become obsessed. The ideology and culture of a star has the ability to influence their audience, in terms of fashion. For example, if a star is spotted in a magazine, then most likely their fans will attempt to adopt the same style as them. This could be so that they feel close to them and get a sense of how they’re living or because they want to be them. An example of this would be Eminem’s music video ‘ Stan’, which takes place in the house of Eminem’s ‘greatest fan’, he even dyes his hair blonde (like Eminem’s). However, if the pop star was to dress badly, they might adapt to the style anyway because they like their music or to defend them. Dyer suggests that humans are naturally driven by gossip, and fashion trends will only give the artist more publicity if their style is copied over and over again. This causes them to be an icon, because their fans are so dedicated to them.

Dyer also suggested that their character and personality has to appeal to their audience, this is to make them look like a ‘real’ person and also to make them relatable to their target audience. This can be through their songs or when they go out in public. But it all depends on the way they convey their emotions when addressing their fans or how they act towards them. An example of an artist being a ‘real’ person is when Lady Gaga won an award and she began to cry, this was an attempt to make her as normal as the rest of the world (infamous).

Lastly, another way that a pop stars image influences their audience, is by creating a character or an alter ego. This influences fans to create either their own look or they copy their icon. For example, when Lady Gaga made a bow out of her hair, it became a fashion statement and other girls wore it too. Another example is Beyoncé (Sasha Fierce), when she sported large quiffs and dark make up; it became popular for others to do so.

If they don’t appeal to their audience then they lose fans, it could make them lose profit and they might get dropped from their label if they do not generate enough attention from the public.  It can also cause fans to start doing drastic things like the ‘cut for bieber’ incident to get their favourite artists life on track.  On the other hand, there doesn’t seem to be any consequences if huge, well-known artists continue to do the wrong thing. For example when Justin Bieber and some of his friends found it amusing to spit on his fans head’s, as they crowded underneath the balcony of his hotel room.

Narrative Theory...

Ed Sheeran's 'Give Me Love' displays parts of the Binary Opposition theory by Claude Levi-Strauss. It is seen when a woman and man are leaning up against a wall. This could be seen as Poor vs Rich or Upperclass vs Lower/Middle Class. The reason why I have come up with these ideas is because of the costume that the woman is in-fur, and the man is wearing middle class, casual clothes. She also looks like she belongs in a different era, maybe the 50/60's and him the 21 century. This could be seen as Old vs New/Modern.

Rihanna - Pour It Up...

Rihanna's new video 'Pour It Up', created a lot of controversy because of genre and themes of the images. This is due to the fact that it contains explicit and pornographic connotations that may influence people the wrong way. In the video she adheres to Goodwin's theory of voyeurism by portraying herself as an object - skimpy clothes, provocative dance moves etc.

However, this could be seen as publicity stunt to get people to search for the video more, which in turn  generates more money and profit for both the artist, manager and record company. It could also be seen as Rihanna's competing against Miley Cyrus, who has also sparked controversy with video's such as 'We Can't Stop' and 'Wrecking Ball'.

Fandom: One Direction, Justin Bieber and Lady Gaga...

Recently, fans have been going to extreme lengths just to get their favourite artists attention. Not only that but their emotional responses are more obsessive idolising, not what you would expect of a normal fan.

In this short One Direction interview, they explain their craziest encounters with fans. However, fans now have access to any of their artists social sites, such as Twitter, Facebook etc. One recent 1D scare, was when a girl threatened to kill her dog and posted pictures of the dead dog after Harry neglected to follow her. Situations like this make the public laugh and only recently have they been aware of how far fans will go to get attention...

 #Cut4Bieber was the latest craze, after pop icon, Justin Bieber started to take drugs. However, after his fans heard this information they began to cut themselves to get him to stop. This proved ineffective in the beginning but soon he 'stopped' and so did the cuts.

Recently, Lady Gaga has made a comeback and this fan reaction video displays just how much people were anticipating her new release.

Lyric Videos...

The main reason why lyric videos are created is to promote the artists upcoming music video and keepings their fans anticipation high.

Two examples of the latest lyric videos are:
Katy Perry-'Roar'

The video uses synergy to promote other companies, such as Whatsapp. By doing this, suggests that the company may sponsor one of her new music videos or an upcoming concert and also generates fans who didn't have Whatsapp to buy it.

The second example is Gary Barlow's 'Let Me Go' - this is a lyric video using stop motion. It uses objects that builds a relationship between the lyrics and the sound (Andrew Goodwin). The song itself contrasts with his 'Simon Cowell' persona that he adopts on X Factor and will appeal to a bigger target audience because of his softer side in the image.

Dyer Theory...

Barthe Theory...

Roland Barthe was a french literary theorist who suggested that narrative works with five different codes which activate the reader to make sense of it. Also used denotation and connotation to analyse images.
The codes are:

• Action-Narrative device by which a resolution is produced through action e.g. a shoot out, dance off etc.
• Enigma- A narrative device that teases the audience by presenting a puzzle or riddle to be solved. It works to delay the stories ending pleasurably.
• Symbolic-Connotation.
• Semic/Semiotic-Denotation.
• Cultural-A narrative device which the audience can recognise as being part of a culture e.g. a male man in a gangster film is part of the mafia culture.

Strauss's Theory...

Claude Levi-Strauss, examined how stories unconsciously reflect the values, beliefs and myths of a clture. Expressed in the form of binary oppositions. It was adapted by media theorists to reveal under lying theme and symbolic oppositions in media texts. The theory applies to narrative.
Some examples of binary oppositions are:

• Rich vs Evil
• Weak vs Strong
• Male vs Female
• Young vs Old
• Black vs White
• Sane vs Insane

Propp Theory...

In 1920 Vladimir Propp was a Russian critic who specialised in the narrative of folk tales. From this he developed a theory that the narrative was the same for the majority of folk tales.

The characters he developed were:

• Hero/Heroine-the main protagonist who has to save or carry out a task that involves danger.
• Princess-someone who the hero or heroine saves from a bad fate.
• Side kick/Helper-someone who helps the hero or heroine save the princess or prince.
• Princesses Father-someone who either frowns upon the hero/heroine or loves them like a d=son or daughter.
• False Hero-the false hero is someone who rescues the princess or prince for the wrong reasons. For example money.
• Villain-this is the person who tries to sabotage the hero journey.
• Donor-this is someone who helps the hero to save the princess by offering something.
• Dispatcher-this is someone who sends the hero or heroine on their way.

Todorov's Theory...

Tzvetan Todorov came up with an idea that most narratives start with a state of Equilibrium in which life is normal and protagonists happy. There are five stages in his theory:

1. Equilibrium 
2. Disruption
3. Recognition of Disruption
4. Attempt to repair Disruption
5. New Equilibrium

For example, 

1. Town is peaceful
2. Little girl gets murdered
3. Father reports girl missing
4. Father goes after killer 
5. Killer gets arrested

Goodwin Theory...

Andrew Goodwin is the Professor of Cultural Studies at the University of San Francisco. He is the author of a well known book that focuses on Music Television and Cultural Theory. He has published numerous articles on media and cultural theory.

His theory consists of the six things that a music video must do in order to keep the audience attentive and increase its repeatability.

• Relationship between Lyrics and Visuals: This means if the lyrics relate to what is seen in the video at the exact same time, they can be symbolic and connote what the artist is feeling, or be a different interpretation of what the words mean.
• Relationship between Music and Visuals: There are three ways to define the relationship between the music and visuals. Illustrative - using a set of images to illustrate the meanings of lyrics and genre (this is most common). Amplify - similar to repeatability . The meanings and effects are constantly shown and manipulated to ensure they stick in our minds. Disjuncture - this is when the meaning of the song is ignored (most common in abstract video's).
• Genre Icons and Style: Some artists have a trademark that they perform in nearly all of their music video's, this makes their songs easy to recognise. It can also be used as a marketing strategy, as the artist can generate more fans who will copy them.  The genre can also be shown by the location, like if they were to film a rock video, the mise-en-scene would be dark and maybe have filtered light.
• Close Up of Artist: This is to promote the artist and can be linked to Laura Mulvey's theory: Male Gaze, as a female vocalist may be viewed in a sexual way to appeal to the majority of the male audience.
• Iconography: This is to do with the style of the of the artist and how the audience idolises them and copies them. For example, Michael Jackson's glove or Amy Winehouse's Beehive.
• Voyeurism: This promotes the sexuality of the artists.

Promotion...

While watching Avicii 'Wake Me Up', I noticed that the music video promoted the Xperia Lounge during the concert featuring Avicii. This helps to promote the phone to its target audience, for example when they take the picture, it's obvious that the phone is aimed for teenagers.
Also by 'tattooing' Avicii's sign on the girls arm's promotes his new songs and makes him an icon that everyone will remember.
Also its just one of the new videos from this year that include the directors names, this isn't common for an average length music video and is seen more in 7 minute ones. Also, a possible reason why the directors name's are at the end, is because the concert footage was incorporated into the music video itself.

By using the phone it suggests that its appropriate to take in a certain environment (concert), as it won't break or fall. The use of branding in the video is a way for the director to promote his artist and his image. By cutting to close ups of Avicii's logo,it is imprinted in the audience so that there will be word of mouth promotion.

Waste of Time...

Waste Of Time - MØ...

MØ - Waste of Time

Smirnoff...

Recently I watched an ad that was promoting Smirnoff's new 'Apple Bite'. The ad seemed quirky and abstract and after seeing it repeatedly, I came to the conclusion that it was the same director I had been researching : Floria Sigismondi. It was actually a man called Johnny Hardstaff who directed through RSA-the same company that Sigismondi uses. Another factor that made me believe that Sigismondi has directed it was David Bowie who featured in the ad (Sigismondi has directed some of David Bowie's music video's). The ad is part of a £4.5 million campaign that will also advertise Smirnoff Gold in October.

Auteur Theory: Floria Sigismondi...

Music Video Timeline...

Auteur Theory

AUTEUR THEORY

The term Auteur originates from France and translated, means Author.

The Auteur theory was introduced in the 1950’s and used by French film directors like Francois Truffaut who put the focus on the contributions that directors made to the film, in terms of style and creative interpretation.

“A true film auteur is someone who brings something genuinely personal to his subject instead of just producing a tasteful, accurate but lifeless rendering of the original material.”

An Auteur is a filmmaker who has distinctive and creative techniques that they carry from production to production. It identifies them as an individual film director and helps the public to identify them.

In terms of Music videos, a lot of directors who started off directing music video’s later directed movies. For example Michael Bay directed Meatloaf’s ‘Anything For Love’. He later went to direct films such as Transformers and Bad Boys.