Ancillary text 1 analysis:

This is the album cover for Enter Shikari's second album 'Common Dreads' which was released on June the 15th 2009. The name of the band is written in symbols which resemble the letters that are in their name, this is how the band usually presents their name on single and album covers and also on merchandise. This makes the name of the band stand out on the shelf as it looks very different to any other band name that may be on album covers around it on shelves, it also looks aesthetically pleasing to the consumer. The background image of the album cover looks to be drawn map of the world, this works with the idea of the album and the album title track which contains the lyrics "here to unite, through common dreads", the map and the album titles represents people uniting across the world. The album title is in a hand written style of text this fits well with the hand written style of the map and makes seem as though the band themselves have written this and want to world to unite. The main image on the album cover is a red lion, extremely similar to the emblem of the british lion. The lion connotates that they are a very patriotic band and that they love their country, this also shows in one of the songs on their album where they attack Tony Blair and Gordon Brown for ruining the country that they love. The lion being over the map show that although they love their country and are very patriotic they want the whole world to unite and come together.

Shooting script:

This is a shooting script sayign roughly what will be filmed and roughly what order it will go in for the music video.


Shot 1 - Master shot: I will be sat on a bench on scarborough mere with a blind fold on for the duration of the song

[Cut]


Shot 2: in this shot i will be walking around scarborough mere and generally having fun with my girlfriend.

[Cut]


[return to master shot]


[Cut]

Shot 3: this is a home made style recording from the point of view of my girlfriend who is the passenger in the car. She is filming me while i am trying to drive.

[Cut]


[return to master shot]


[Cut]


Shot 4: in this shot the role will be reveresed from shot 2

[Cut]

[return to master shot]

[Cut]

shot 5: this shot will be a shot of the sea in scarborough as we drive past it, again with a home move style.


[Cut]

[return to master shot]


[Cut]

Shot 6: when it has returned to the master shot a girl will join me on the bench, take my hand and kiss me on the cheek.


[Cut]

Shot 7: this is a close up shot of the girl taking my hand.

[Cut]


Shot 8: this will be a close up of my smiling when the girl kisses me on the cheek.

Prop list:

• Blindfold
• Burgundy all saints hoody
• Pale red Abercrombie hoodie
• Skinny carrot jeans
• Nike tennis shoes
• Adidas origionals hi-tops
• pink bench jacket
• new look jeans
• top shop shoes
• next top
• My car - Red Renault clio

Actors:

There will be two main actors in my music video.

The first 'actor' you will see is myself, there are several reasons why i have cast myself in my music video. the first of which is the reliability, i am the most reliable actor i could have had obviously as this is my video and there is no chance of me not turning up etc. The second reason is that i believe i have the right look for the video, i have a nose piercing and long-ish hair etc and i believe this fits with the particular genre of music that my chosen song is and i think it fits in with the convdentions of this genre. The third reason is that i know how i want the video better than anyone else obviously as it is my video.

The second actor will be Bryony Holtby. I have cast her for several reasons, the first is that i beleive she also has the right look for this music video and the right style. Also i know she is very reliable and would not let me down. The third is that i needed someone that looks as though they could be in love with someone such as myself and as she is my girlfriend in real life i thought there was nobody better for this role.

Type of music video:

I have decided my video will be a narrative style music video. This means that my music video will be following the lyrics of the song. The video will only be based on the song lyrics however as following them to the letter would be very hard to film.

Conventions of my chosen genre

Genre is the term used for categorising any form of text or media text, for example films can be categorised in to horror, comedy, drama etc and music can be categorised into genres such as Rock, pop, classical, dance etc. The genre of a particular text is determined by the conventions of this text for example a piece of music with a lot of violins and brass instruments is usually categorised into the Classical genre and a song with a lot of guitar riffs and drums is usually part of the Rock genre. The conventions that form the genres can change over time, creating new genres and sometimes leading to the discontinuing of others. Musical genre is style-related formation that identifies musical sounds to belong to particular categories and types of music that can be distinguished from other categories or types of music. The classification of music can often be controversial, this is due to the different purposes for which the music was made and the different points of view from which they were made, closely related genres can often overlap, this is often how sub-genres form. The song I have chosen to make a music video for is ‘I still haven’t found what I’m looking for’ but the Irish rock band U2. The Band are based in the capital of Ireland, Dublin, they formed on the 25th of September 1976 when the band members were just 14 years of age. The band has been active ever since and has now become one of the biggest bands in the world. Their song ‘One’ from the ‘Achtung baby’ album was named the greatest song of all time by ‘Q’ magazine. U2 mainly uses the rock genre however they have used the pop genre however this is not very often. Rock is a genre of popular music that originated from rock and roll, rhythm and blues, country music and also took on aspects of folk music, jazz and classical music. It has its roots in the 1940’s and 1950’s but it first came into the mainstream in the 1960’s. The ‘rock’ sound often comprises of the electric guitar, bass guitar, drums and keyboard instrument such as piano or synthesizers. Guitar solos feature prominently in rock music however keyboard, saxophone or blues harmonica solos also feature in rock music. In its purest form rock music has three chords, a strong, insistent back beat and a catchy melody. In the late 60’s and early 70’s rock music developed many subgenres, when blended with folk it created folk rock and when mixed with rock it created jazz-rock fusion. In the 1970’s rock incorporated influences from Latin, soul and funk music. Also in the 1970’s rock developed numerous subgenres such as soft rock, hard rock, glam rock, heavy metal, punk rock and progressive rock. A number of rock sub genres also emerged in the 1980’s, these were new wave, hardcore punk and alternative rock. In the 1990’s more subgenres emerged such as Britpop, indie rock, nu metal and grunge, Nirvana are arguably the most notable and famous grunge band and are responsible for grunge becoming the most popular form of hard rock in the first half of the 1990’s, most grunge artists were not comfortable with the fame that this popularity brought, this was tragically brought to the public eye when Nirvana’s front man Kurt Cobain took his own life. Grunge is generally categorized by having heavily distorted electric guitars, contrasting song dynamics and apathetic or angst filled lyrics. Many grunge musicians were noted for their unkempt appearances and rejection of theatrics. A group of musicians specialising in the rock genre is called a rock band and usually consist of a lead singer, electric guitarist, bass guitarist and drummer forming a quartet. Often bands will have lead singers who can also play guitar, some rock bands may have one or sometimes two rhythm guitarists or a keyboardist. Rock bands from some genres, especially those related to rocks foundations in rock and roll include a saxophone. More recently rock has been used as a blanket term for genres including pop, reggae and even hip hop. The popularity of rock music meant that it was a major influence on, culture, fashion and social attitudes. Different subgenres of rock were adapted by, and became central to, a large number of sub-cultures.

Influence

In this video i quite like the idea of everything being centered around the bench asthough this bench is a symbol of their relationship. I feel like this idea may be a good one to use in my video, maybe not basing the whole relationship around the bench but still basing the video around the bench. Also the location of the bench would be good for my video as my video will also be based on love and love lost.

Market research results

For this project i conducted some market research by using one of the tools that blogger provides, this is the 'poll' it allowed me to ask my potential audience some questions which could help me to learn who i should aim my video at and i discovered several things.



I discovered that my potential audience are predominantly between the ages of 16 and 22 this means that they will look for status and for that 'cool' image, this means they will be very conscious of image and appearance so i will have my actors dressed in a reasonably stylish way for the season. Also i will use myself as the main actor in my video as i believe i have the right kind of look i believe i have the right look for this particular age group and what this age group believe is a kind of 'rock style' e.g. nose ring, long-ish hair etc. I will also need a female actor who will fit in with me well and be believable as someone the main actor (me) could get, because of this i have decided to use my girlfriend, i also believe that the majority of the female audience of my video will be able to relate to her style.



I also discovered that my potential audience is generally more female than male, females generally prefer less aggressive more mellow songs, often about love, relationship troubles or bereavements, this means it would not be wise of me to use an aggressive song such as 'duality' but the band 'slipknot' as this is a very heavy, aggressive song which is generally enjoyed more by the male gender.



From my poll i descovered that my potential audience preffered genre of music is 'rock' and because of this i have chosen a rock song as i feel this would be the best choice conscidering that my potential audience prefferes this genre of music. the song i have chosen is 'i still haven't found what i'm looking for' by the rock band 'U2'. I feel that this song is also good because of having a predominantly female potential audience and this song is about love.

Analysis 2

This is the music video for the band 'Muse's song 'Muscle Museum' from their 'Showbiz' album. The video begins with an old fashioned film countdown. This pragmatically gives the idea what is about to start is an old story which will be replayed continually becoming a classic. It then moves on to shots of a suburban estate. This implies a casual everyday feeling to the video.
The bass line of the music is played throughout the suburban shots implying it is the background, and the one continuum in the story. The bigger riff then begins to play as the man comes into shot. This suggests to the viewer that the main body of the story revolves around the people in the estate rather than the estate itself.
The plain houses and rhythmical bass line give a sense of monotony to the life of the people there and the lifestyle they lead. The whole opening sequence has a generally mundane feel, for example, one man polishing his car or another eating breakfast. This lets the video connect with the audience allowing them to think they know how these situations feel. This changes once the lyrics start. It then feels like this mundane suburban estate is less ordinary than it first seems.
The opening line of the song is “she had something to confess to” which, with the use of the past tense, gives the impression this event has already happened and the song is remembering the occurrence. The video then changes between images of the band and images of people on the estate suggesting a kind of distance between them; the band being the ‘storytellers’ and the people ‘characters’ in their story.
Between the lines “but you don’t have the time so” and “look the other way” the video shows a woman in her kitchen carrying out everyday tasks. This pragmatically suggests there are too many other things for this person to be doing, such as cooking, meaning that she doesn’t have time to be dealing with a difficult topic such as confessing. This meaning is reinforced by the lyrics and the phrase “look the other way” encouraging the idea of ignoring the situation and carrying on with routine tasks. Later in the video we see the same woman in tears still cooking. Pragmatically this suggests this act is simply a distraction from her feelings.
The video uses the image of a man stood in front of the mirror in his underwear brushing his teeth to correspond with the line “to reveal what you’d never shown her” this takes the word “reveal” to a literal sense. The absence of clothes implies potential weakness yet honesty; it suggests you can’t hide anything when you are stripped down. Here the connotations of the song suggest this man has lost something which means a lot to him leaving him vulnerable; using the clothes as an analogy. We can see this by the use of lexis such as “missed it” and “escaped” which imply he has lost something by letting it simply slip through his fingers. In this scene the man is carrying out the simple task of brushing his teeth, this makes the image much more tangible for the viewer allowing them to connect with the character making them, almost, feel his emotions which are being built from the lyrics.
The image of a girl laid on her bed looking distorted fits with the word “late” this correspondence suggests that if it hadn’t been “too late” the girl would be in a much less ‘distorted’ state and could have been kept from this pain. This image comes almost straight after the man in front of the mirror. It causes the viewer to make a link between the two peoples situations suggesting he caused this for the girl.
The image of the man brushing his teeth is held in shot for 6 seconds whilst a repetitive riff, such as the monotony of his movements, plays in the background. During this short time the intensity of the backing riff grows signifying the build up of emotion in the man until the height of intensity where he lets his emotion out through crying. At this point the lyrics start again and the video cuts to a shot of the band. This peak of emotion reaches out to the audience demonstrating the pain he is feeling. Although, this pragmatically suggests the man wants to hide the fact he is “begging” as it is seen as weakness. He seems to achieve this by ‘hiding’ behind the music and using it to conceal the fact he is failing to cope with these intense emotions.
The general idea of the video seems to be how, although, things appear to be fine on the surface once you start to look closer there are cracks in this façade. One example of this is 11 seconds, and again at 18 seconds, into the video there is a boy laid on the pavement. This, at first glance, appears to be a fairly peaceful stance which is reinforced at 18 seconds as he stretches his feet out suggesting idyllic emotions. However, one minute later at 1.18 the viewer sees the face of the boy who is actually crying. Had you seen this before it would have ruined the mundane feel at the beginning of the video destroying the illusion that it creates for the viewer.
Throughout the video a wide variety of people are used to represent the story. Varying from a boy laid on the pavement to a fire-fighter on his lorry. Each person is shown to be crying or dealing with intense distress. The lyrics of the song appear to be, almost, taunting the people about this ‘mistake’ that has been made. We can see this through the use of intensifiers such as “big” and ”so” before the noun to emphasise what is being said.
As the video goes on the more distressed each person appears to be and the more the original impression we got of this simple suburban estate changes. This leads the viewer to believe there is more than meets the eye to these mundane activities which now appear to be difficult to carry out.
The last line of the song is “I’ll do it on my own”. This is repeated twice reinforcing the meaning behind it. This line pragmatically suggests how each individual featured in the video has no one who can help them through these problems. This idea is supported when, at 3.37, an image of a family is shown. This suggests an idyllic, structured, loving lifestyle which appears impossible for these people to achieve. This family scenario appears to be out of reach to each character even the child at his birthday party, at 3.08, is crying suggesting lack of support and comfort.
The way the video has been put together is very effective as well as how it corresponds to the meaning behind the words. It uses strong images and words, such as “adore”, “needing” and “begging” to concentrate the meaning sending out a very powerful message to the viewer allowing it to influence their feelings in a way which leaves them thinking about the meaning even after the end of the video.
Overall, the video is very powerful using emotion and images to connect with the viewer. The use of pragmatics within the lyrics become apparent the more you listen; allowing the listener to almost and feel the pain of each person featured. The way the video starts out is almost like a representation of real life how everything appears fine but when you look deeper there is far more than meets the eye. This opposes the original feel you get of the situation from the opening shots.

Analysis 1

This is the music video for the rock band 'Def leppard's song 'pour some sugar on me'.This is a typical rock music video in that it contains parts of narrative and also parts of performence. In the first scene it opens with a shot of a door and then the lead singer of the band opens it to the lyrics of "Step inside, walk this way" this scene is narrative of the lyrics as the singer is inviting the audience into the room, this could also be interpreted that they are inving the audience to listen to the song. The next line of the lyrics is "you and me baby, hey hey" after "hey hey" line the music starts, first there is a few individual shots of the different members of the band and one of the drum kit and then it goes back to the lead singer for the "hey hey" then the band start playing. There is then a few close ups of the instruments being played during this instrumental part of the song, there is then a very blunt straight cut from a guitar to a member of the band to the next line of lyrics starting. There is then a shot of a builder type person walking toward the door of the building the band are playing in, however it remains very focused on the band, this may be due to the fact that they were a reasonably unsuccessful at this point so the public had not got to recognise the band so they were letting the public get to know the band. This sequence it keeps cutting back to the builder type person as they get closer and closer to the door with a sledgehammer. This part of the video is accompanied with the lyrics "Love is like a bomb, baby, c'mon get it on, Livin' like a lover with a radar phone, Lookin' like a tramp, like a video vamp" and then when it gets to the lyric "Demolition woman, can I be your man?" the camera pans upward to reveal that the builder type person is a woman, this contradicts the stereotype of the male builder. At this point the music intensifies, implying that this is an important aspect of the video. During the second "hey" after this it cuts to a crowd of people ranging from young boys to old women, showing that they like their audience to interact with their music and that their audience is important to them and at the same time that they want people of all walks of life to enjoy their music. Then it cuts back to the band and the singer and the bassist sing "Razzle 'n' a Dazzle 'n' a Flash a little light" together showing that the band is close and get on well, this makes the audience like the band more as it makes them seem more human and friendly, they carry on singing together, this seems to be the master shot while there are cuts to the band playing vigorously and looking like they are putting a lot of effort into playing and like they are enjoying it a great deal. There are also cuts to other women with carious heavy machinery and tools such as axe's, continuing the contradiction of males doing hard labour jobs rather than females. The focus then goes back to the band as a whole, they all seem to be having a lot of fun playing while outside the women start to demolish the house they are performing in. The band seem to be having so much fun playing that they are oblivious the the cement dust falling from the ceiling as the women demolish the house, this shows that they really enjoy what they do which may lead the viewer to believe that they are musicians purely because they love music and love performing and not for financial gain. Then there is a cut to the original woman wiping her hands and brow of sweat as the lyrics "i'm hot, sticky sweet, from my head to my feet yeah" are sang.

it then goes back to the crowd for "HEY" and the crowd all join in and look like they're having a lot of fun. "HEY" is sang a few more times while the origional woman is getting into a crane with a wrecking ball on and begginning to operate it. Then "listen, red light yellow light green light go! crazy little woman in a obne man show" implying that this is a big task for a woman and that it would normally be performed by a man, again contradicting the stereotype of the man going out to work and the woman staying at home and looking after the house and children. Then the lyrics "mirror queen, mannequin, rhythm of love, sweet dream, soccharine, loosen up" this highlights that the woman is not a typical 'girly girl' while also telling other women who are perhaps 'girly girls' to loosen up and be less worried about their appearence and acting like they think they should. This is all while the woman is beginning to use the wrecking ball to knock down the building the band are performing in. After this point the lyrics begin to repeat themselves and the video matches the lyrics with the same clips from earlier in the video such as the woman wiping her brown of sweat etc, however the building is being knocked down gradually at this point, hit after hit, the hits of the wrecking ball match the beat of the music. While the building is being knocked down parts of it are falling in on the inside of the building, to keep continuity and reassure that this is the same building that is being hit from the outside with a wrecking ball. Then the demolition woman is pulling out a detonator wire from the building, the explosion then matched the final drum beats and the building exploads and it then goes vback to the crowd outside and the crowd turns round to reveal the band stood in the crowd unharmed.

Genre (rock) and the target audience

The song i have chosen to make a video for is 'I still haven't found what I'm looking for' by U2.



The band U2 generally have an important message to put across in their music video for example their song 'Sunday bloody Sunday' is about the troubles in Ireland and bloody Sunday when British troops open fires on peace protesters killing 14 of them and wounding more. a lot of their songs and videos have a deep meaning such as this one. Some other artists such as Linkin park also employ this technique, especially in their video for 'what i've done' fromt heir minutes to midnight album







Most rock artists however do not employ this technique. the majority of rock music videos are predominantly performance based, although sometimes they tie their perfomence into the storyline of the music video sich as Brigade's video for their song 'Magneto'







some bands use a more abstract video style such as cartoon or even lego but still combine this with performence, just not witht he actual band performing but instead their lego counterparts.
A good example of this is the song 'Fell in love with a girl' by the white stripes

History of Music Videos

A music video is a short film or video that accompanies a song or piece of music, the storyline of the video generally fits with the lyrics of the particular song the video is for. Many music videos feature the band or artist performing the track, especially with new artists, this is to help us get to know the artist. Modern music videos are used mainly as an advertisement for the song to help boost sales and revenue, a lot of music videos also contain adverts for unrelated products for example in the video for the song ‘last summer’ by Nicko Project there is a woman eating a kit kat, which is completely unrelated to the video, this is also to help boost profit.
Music videos have been around for many years, they first came about in France during the late 1950s with the invention of the Scopitone which was a visual juke box. Although invented in France and at first predominantly used by French artists the Scopitone’s use quickly spread to other countries.



The Scopitone paved the way for other countries such as Italy who created the Cinebox and the USA who created the Color-Sonic.
In the 1960s one of the first pop performance clips was made by the animals for their song ‘house of the rising sun’ the lip-synced performance was filmed in high quality colour on a specially built set in a studio the video was choreographed.
Between the late 1960s and the early 1970s promotional clips grew in importance, ‘song films’ or ‘filmed inserts’ as they were known at the time were usually used by artists to show if they could not perform a live show or meet and greet with their fans.
Pink floyd were among the first to start making promotional films for their songs, because of this they were pioneers in the music industry.
In 1974 two programmes premiered called ‘countdown’ and ‘sounds’, both of which were very important in developing and the music video format as a way of promotion in Australia and several other countries.
In the 1970’s top of the pops started showing music videos but were restricted to the number of videos they were allowed to show, this made more bands make music videos as a good music video would increase sales as the audience would want to see the video the following week.
In 1981 the channel MTV launched with a very fitting song for the even 'video killed the radio star' by The Buggles. This launch dramatically increased the use of the music video format and by the mid 1980s it was a central part of popular music marketing.



The developement of easy to use cheap recording equipment has made music videos more easy to make. This enabled pop acts to make promotional music videos easily and inexpensive.
MTV later launched another music video channel which was aimed at an older audience than MTV, this music channel was called VH1.
In 1992 MTV began listing Directors of the music videos.
later in the 1990s they launched channels in various other countries such as MTV India and MTV mandarin and also they launched MTV2 which was to show more alternative and older music.

in 1997 music videos appeared on the Internet where people had recorded them as they were shown on television and digitised them, exchanging them on peer to peer file sharing sites such as napster.
In 2005 the website 'youtube' launched, this made viewing music videos online faster and easier.
Some artists such as 'Ok Go' found fame first through youtube with their clever video of themselves on four treadmills. Another band, Weezer exploited the fame youtube can bring by featuring many youtube celebrities in their video for the song 'pork and beans'

Because of the popularity of music videos on the internet MTV have started streaming music videos online itself.

Brief

To create a a promotional package for the release of an album, to include a music promotional video, together with two of the following three options:

• a website homepage for the band;
• a cover for its release as part of a digipack (CD/DVD package);
• a magazine advertisement for the digipack (CD/DVD package).

Alongside my promotional music video i have chosen to create a cover for its release as part of a digipack and a magazine advertisement for the digipack.

LIIAR

Language; the language of the music video are the conventions used in creating the music video. The conventions are particular elements in music videos that are widely recognised as being part that type of media, for example there is often a few shots of the band playing and singing the song in the video in time with the music. There are three rough categories of music video, these are performance, narrative and abstract. Performance is generally a video of the band or artist playing and singing the song and putting on a performance for the audience e.g. Vlad the Impaler by Kasabian. Abstract is where the video is not based on the lyrics of the song and usually has no connection to the song whatsoever, e.g. Strawberry Fields by The Beetles. Narritative is where the video is based on the lyrics of the song, e.g. Heart Shaped Glasses by Marilyn Manson. Narrative is the most common type of music video, it uses various techniques such as lighting, mise en scene and cinematography to create the mood of the song the video is for.

Institution; this is the company that produces, markets and distributes the music video and the artists music, e.g. Sony BMG and Universal.

Ideology; this is a dominant set of ideas and beliefs behind the creation of the media text and is also the reason the text is presented the way it is and also expresses the message the artist want to put across.

Audience; this is the public, the people that consume the media text that has been created, in this case, the music video. Music videos are usually aimed mainly at the target audience, however they usually also make it accessible to a much wider range of people, this increases their audience and therefore their profits. Another way to increase their audience is with a collaberation such as Tinie Tempah and Eric Turner. Also as Eric Turner is a relatively unknown act pairing him with a new but well established act such as Tinie Tempah will increase his popularity and therefore his audience.

Representation; this is the song is represented and also the way the band or artist is represented within the video for example in the video for the song 'Booty Call' by The Midnight Beast, the artists are represented as fun loving, 'happy go lucky' teenage boys, which is very true to how they are in real life. Also in the video for 'die another day' by Madonna, she is portrayed as a very strong independent woman, which again is very true to real life. The representation also needs to fit the genre of the song and often contain references to the lyrics of the song. The video should also be very memorable so that it sticks in the audiences mind and makes them want to purchase the text.