The brief we were given was to create a music video, which lasts at least three to four minutes long. The requirement for this project is that it must consist of the conventions of music videos. An example of these conventions in our video is that we have close-ups of our artist and that our video is concept/performance based. Before we started filming our video, we researched other artists with similar material to Lana Del Rey. We also analysed a variety of music videos along with Lana Del Rey’s own, to outline any similarities and differences between them. This is so we could grasp a wider understanding of how to shot the video; this is in order to capture the true essence of a sadcore music video. The initial aim for our music video was to create a sadcore video with a mixture of concept and performance based ideas, which includes shots of natural/rural areas, to illustrate the videos distinctive mise-en-scene. The genre of our music video is sadcore and indie-pop. To capture the visual requirements of these genres, we tried to present our video as a quiet, thoughtful form rooted in mournful despondency and lingering despair. The primary target audiences for our video are female students whose ages range from sixteen to twenty six.
In our video, we have been careful to include Andrew Goodwin’s codes and conventions. We have included conventions such as: a relationship between our lyrics and visuals, lots of close-ups of the main artist, our artist develops her own star iconography; we have reference to voyeurism, there is an apparent relationship between the music and visuals; our video is performance based and our particular genre have their own video style and iconography. Our music video sustains an artistic and unique theme throughout; this attracts our target audience as it is the style of music video that they enjoy. Whilst our model is in the shot, she is set in a rural environment, this appeals to our target audience because she is conveyed as abstract, which is what they think of themselves, so it helps the audience relate the star to themselves.
We have represented our model through the camera shots as suitable to our target audience.
We have used high and low angle shots, which helps convey how our artists fluctuating authority, by which she is sometimes seen as vulnerable and confident. This is because in the low shots our model dominates the screen, whereas in the high angle shot she doesn’t. The lighting ranges from dark to light, which symobolises our artist’s mood changes.
Our artist is wearing abstract clothing, which helps her stand out from the natural climate. This helps represent our target audience, as she resembles them. She doesn’t wear derogatory clothing, heavy make-up and is not presented as a sexual object, which makes it easier for her to be considered as an inspiration on how to present themselves, by her audience. Her facial expressions vary. She is sometimes seen in pain or simply blank, this helps her seem more realistic as she isn’t afraid to express her pain.
Our artist has partially challenged the stereotype associated with our genre of indie-pop. This is due to the fact that our genre needs to cater two types of audiences and follow the pop and indie culture. Our music video represents the indie culture through being unique, but has challenged the pop culture. This is because our model is not illustrated as those in the pop industry usually are.
The TV channels that our music video will be shown on are Q and MTV Rocks. It will also be available online on YouTube and social networking sites so that our audience can leave feedback and communicate with our artist and her producers.
Our music video uses a range of original and found shots. This will result in our video being affected by the copyright laws. The owners of the various other shots in our music video will only be aired once we seek permission from their owners.
OFCOM, the regulatory body for television, have many codes of practice that is deemed necessary to oblige by. One fundamental requirement underpinning these rules is the application of the watershed, which applies to television only. The watershed starts at 21:00 and material unsuitable for children should not, in general, be shown before 21:00 or after 05:30. The watershed is a concept well understood by parents and carers as the time which signals the move towards adult content on television. Another is that it is recognised that music is a fundamental component of radio programming. In addition, they recognise that there is a tradition of certain genres of music including potentially offensive lyrics in songs. In line with the broadcaster’s right to freedom of expression and the audience’s right to receive information and ideas, it is important that broadcasters have the editorial freedom to broadcast potentially offensive content, provided it complies with the Code. Where lyrics in songs might cause children or their parents’ distress or offence, broadcasters should consider taking measures that may mitigate any potential offence e.g. the possible use of track remixes and edits. Broadcasters should take particular care when broadcasting music tracks at times when children are particularly likely to be listening. These codes of practice will result in our music video being aired after watershed hours due to the use of derogative terms. However it may be broadcasted during the day after the offensive language has been edited out.
The use of shots other than our own could be recognised as a weakness of our music video. This is because of the laws of copyright and how it affects our video. Due to this law we would have to ensure that all owners of the other footage are aware of its use in our music video and provide their consent, thus creating extra labor. Although there is a weakness, there are also strengths; one being that it is appropriate for our target audience. This is illustrated through the artistic side of our video, which implies that it consists of codes and conventions that are different to what it is usually seen in generic music videos. This applies to our audience as they are made up of unique individuals that share an interest in the arts and enjoy the depth of music. As well as that another strength of our music video is that we included a variety of shots; such as close-ups, full body shots, bird’s eye view and even our model standing on a rock in the middle of a dirty pond. To conclude, our music video caters to our audience of 16-25 year old females. It’s suitable for them as the song itself is about love and relationship, which helps them relate the song to their own situations. Moreover, our artist is within the same age range as our public domain which further allows our target audience to relate to her.
No comments:
Post a Comment