Research Into Chosen Music Genre

My chosen genre is indie rock, this is quite a small section of the music industry this includes artist like Ed Sheeran, Lily Allen and Lana Del Rey. The song we have chosen is 'You, My Everything', by choosing this genre it would be more easily made professional because these videos tend not to have high budget and effects. The artist within this genre tent to tour and attend many festival which is where they'll make most money they can get paid thousands for one performance, this is also due to the target audience seem to go to festivals and its a excellent way of finding new audiences.

The genre of Indie is hard to have collaborations so artist tend to have solos with acoustic or heavy

beats. They also have large market in there music being remixed so it can be played at clubs and parties. An Indie artist normally gets a contract with a record label by just making themselves well known. Lily Allen done this by myspace, Gabriella done this by using youtube, Ed Sheeran done over 300 gigs within a year. These are some of many ways a indie artist can get noticed. Another big way to get noticed is by being played by radio1 they are well known for finding new artist and introducing them to views all over England.

From theses 3 album covers you can see they are both very simple and have the artist on the front, this gives an artist image making them known for there music and they also have the name of the album. With the artist name in bold at the stop making it clear who the artist is, this will make the audience want to read it with most of the artist having unusual names.  They all have an emotional expression on there face to give the buyer an idea on what the album will be about.

Inspirations

For my music video I would like to look at more electronic music making it easier for me to edit to the sound to match the music. This includes music from Calvin Haris, Jessie Ware and Cassie.

Calvin Haris music videos are what I would like to aspire to represent, they give a good affect on the audience and always keep them interest. His music videos are iconic to his style, they are all artistic and connect to the lyrics using Goodwins theory. He only appears in his video when relevant, meaning that they make more sense to the audience but also with a good storyline it keeps them watching. His video 'Sweet Nothing' is realistic thought, he has not made it all glamorous in anyway so that the audience can relate to it, this is something that I would like to have within my video. It is set in a strip club, chip shop and alley way these are places people see in there every day life. I will also be using places like this I'm hoping to use a park and night club for 2 of my scene because they are very common places for people of my artist age. In this video he has used Goodwins theory due to the music connecting with the visuals, this is something I would like to use within my music video so everything flows more easily.

I also have been looking at the video king of hearts by Cassie this video is well edited and is fast, is has a lot of imagery linking to the lyrics and the artist. This gives the audience something interesting to look at while listening to the music. It has a lot of visual things to keep the audience interested, this includes a base speaker with black glitter, an older camera, and a diamond on a silver plate. she also has her self in a bath but she is fully clothed, I would like to use this with my music video but have my artist naked so show she is vulnerable and hurt from what the guy has done to her. It also has Cassie playing with a lighter, I would like to have my artist burn something so that it has the same affect but stronger because she is destroying something, and it would be something special to her. In this video they also have the artist moving to the music I would like to incorporate this into my music video due the dance nature of it, meaning the audience can see that its not all serious.



I got the idea of doing a remix of a song from the recent success of the remix of Lana Del Reys 'Summertime Sadness' which didn't even get in the charts until Cedric Gervais done a remix of it, which then it got in the top10 in 5 different countries. After doing the questionnaires and the audience wanting to have a remix of a song, iI watched this video closely to see how it was edited. After watching it a few times it was clear that it has nearly every type of editing style within it other then slow. The video is made up of moments though out a relationship, this is something I would like to use within my video because I think it works well with the beat and even better with the editing over the top. The repeat editing works well when the lyrics are repeated. When a certain beat happens the same bit of colour goes over the screen, I would like to do this in my video so that the audience know whats going on, because this affect works well.

We have chosen to do Ellie Goulding 'You, My Everything' but the remix for the skins episode because it was faster and had a better beat to it. Our video will have they storyline of a girl with a broken heart in her room while her ex is out on date with a different girl.

Planning Artist Image

Why is an artist image important within a music video?
how is your artist, going to be represemted in your music video?
costumes hair ect
how is the image conventional to your music genre
what effect does this have with creating a relationship with your target audience.


An artist image is important because it is what they are seen as by the audience. It maybe change with each music video, this maybe because of the lyrics in the song or how they want to be seen by the audience and who there target audience is. In my music video the artist is going to be seen as normal so she can relate to the audience easily, and by having her emotional the audience will feel much closer to her meaning the song will be more effective and make them want to buy it if it means something to them. By having the artist at the end getting her revenege it will make it more of enjoy able experience.

My artist is conventional in my video due to the normal emotional teenager, which is shown though out the indie genre, they talk about love in a deeper way, so when the songs about heart break they have a lot of crying and emotional shots. We are also aiming for her to have a wild side showing her out dancing and just being her normal self this will appeal to a wider audience and insterest people who like different genres.

Planning Editing Styles

Editing can affect a music video in many different ways it could be the most boring footage filmed in a average place but with the right editing skills the audience can still be entertained. The best thing I've seen edited is Yeah Yeah Yeahs's 'Sacrilege' it was directed by a french company called Megaforce. It is about a man being shot by the town and a woman being burnt alive but we do not find out why till the end, this is because it is played in reverse chronological order of shots of 3-5 seconds. The audience get more shock as the story goes on until the last scene where she get married. I think this is one of the most interesting ways to edit. It is also shot in small clips so that the audience doesn't get bored with the scene changing every 15-20 seconds.


Though out my music video I would like to edit it like the video 'Summetime Sadness'(Remix) with constant filters and moving images, I think by doing this it will keep the audience engaged and listening to the music, because the words are very pop like and about love the music and video we still need to keep other audiences entertained.  

In the music video have planned to use many different types of editing styles so that it will feel more like a remix and making it more interesting to watch. We will use a filter called prism so show her feeling confused and upset this also looks good by using this every time we hear the same sound it will look more natural it is not conventional to have filters and to change the colour of a . We will also use a bottle breaking, this will be used in reverse but also on repeat at one point to show how angry she is.

Analysis of magazine advert

This is an advert from a magazine, it is for Lana Del Rey first album 'Born to Die', Her name is in bold at the top to get more interest and popularity.  With born to die being the album name and the main single on the album it is the next biggest font and contrast with the back ground, someone people may only know her from the name of the song rather then her name. She is looking straight in to the camera making a connection with the audience. They have included the website to promote her more and shown that it is sold on amazon. In a more classy font they have wrote the released songs, this will get the viewer more interest and they may go listen to these songs to see if they are interest in the album. Also it has the release date making the audience aware of when they can purchase the album. It is clear that the album is more indie than pop from the clothing that she is wear and they the way she looks, including her facial expression.




This is an advert put in a magazine for Ellie Gouldings exdended album 'Bright Lights', they have put her name in bold at the top to attract the audiences attention, then have put all that she has acompliced thoughout her career, this includes having a number 1 album and being bbc sound of 2010. They have also  included reviews from well known magazines, this get people more interested even more so if they are magazines they read. By having the should out shows it makes her seem more in demand. They have also included details like a website and record labels. By having Ellie the front cover fans will be drawn in, making them interested, also keeping her in the same position as her album cover.