This bar chart shows how many people prefer Indie music to other genres. This means we will create a music video for an indie track.
This chart shows the age range of the people I asked and shows that everyone I asked is aged 16-18. Although this is only a specific age range, you could generalise the results to people aged 16-18.
This chart shows what people wanted to see in a music video the most. This includes, a narrative, performance, random images and shots or a mix of the three. The chart clearly shows that the majority of the people I asked would prefer to see a narrative within our music video. This will directly influence what features we have in our video. How do you hear about new music? This chart shows how people find out about new music. This could influence our thoughts on research and planning blog posts concerning advertising our product.
Fiction records is a British Independent record label established in 1978 by Chris Parry. The label is now owned by Polydor, a part of the Universal music videos and was bought in the early 1990s. The company is primarily interested in Indie rock and Indie alternative bands and artists.
Some of the bands and artists already signed to the label, include Crystal Castles, Snow Patrol and Kate Nash. However, arguably their most famous artist is The Cure who have released several albums since the establishment of the company making Fiction Records a widely recognised independent record label.
Glassnote Records An independent record company founded in 2007 by American executive Daniel Glass, based in France and has a primary line up of Indie rock, Indie pop and Indie alternative. Some Bands signed to this label are Two Door Cinema Club, The Temper Trap and Mumford and Sons, reinforcing the labels interest in particular bands in the genre.
Although the record label is based in France, the majority of artists signed are British. Also, the label is completely independent with no branches meaning all artists are purely reliant on the company.
An independent record label based in the UK running for almost 20 years, the company was founded in 1993 by Laurence Bell and Jacqui Rice. When the company was founded a lot of their releases were from American artists, signed to 'Drag City'. Domino records also have a German branch and a French branch.
However, Franz Ferdinands album 'You Could Have It So Much Better' released October 2005 and the Arctic Monkeys single 'I Bet You Look Good On The Dance Floor' released later in thee same month meant that Domino records was now a widely recognised record label.
Many artists have a contract with the Domino record label, such as the Arctic Monkeys, Franz Ferdinand, the dirty projectors and Hot Chip.
Out of the three record companies I have researched, I've concluded that 'Domino Records' would be the most appropriate record label for out music video. I have decided this because not only are they a UK based company but the artists and bands that they have a contract with are the ones that me and other members of my group like the most, meaning that we are likely to pick a song by one of these artists or bands or pick a song that is similar to the ones these bands and artists have done.
Conventions of music video - Indie Rock Cinematography:
Close ups and long shots are a common convention in Indie rock music videos.
Editing:
Editing cutting on the beat is a typical feature of most Indie rock videos. This follows Anrew Goodwins theory of editing.
Narrative:
In most videos I have analysed there is a narrative within the video. This could reflect the lyrics of the song. For example, Rebecca Blacks 'Friday', the narrative reflects the lyrics exactly.
Perfromance:
As well as a narrative in Indie rock videos there is also a performance side.
Analysis of Two Door Cinema Club - Tourist History
The use of the bright colours reflect Two Door Cinema Clubs feel of music to the audience. Furthermore, the cats eyes that are in the o's in the word 'DOOR' reflect their creativity. Furthermore, the cat itself is a bit out of place, weird and not what the audience would necessarily expect from this artist or CD cover. This is however, conventional and typical of the genre as it's different to other genres.
Analysis of Arctic Monkeys - Whatever People Say I Am That's What I'm Not
This CD cover from the Arctic Monkeys is in plain black and white. This could suggest the band didn't want the CD to stand out or that the monotone colours reflect the tracks on the CD, meaning they're sad. This is reinforced by the image on the CD cover which shows a man wiping his eye. This could suggests he's crying. Furthermore, the use of the cigarette on the cover suggests that the Arctic Monkeys are rebellious, a common feature of the genre.
Analysis of The XX - Crystalised Editing:
All the editing is on the beat at a medium cutting pace. This is reflects the songs mood and feel. However, to keep the video interesting the tempo of the editing pace increases. Although this is a simple technique, it creates the effect of excitement on the audience. Narrative:
There is no narrative, instead the band are shown performing throughout the entire video. This means the audience could suffer from viewer fatigue. However, they use different techniques to keep the video interesting. For example, the lighting changes occasionally to the beat, creating the effects that they're in a different location.
Another way they keep the video interesting is by changing the pace of the editing as well as the camera shot and camera angle. Costume:
All band members are dressed in black with lights shining on them. This contrasts between the background and the band and creates the effect that a green screen is being used to change the background and location. Location:
There is only one location used throughout the entire video. The audience will notice this is just a plain background. However, the use of different lighting is effective as it separates the background and the band. Furthermore, the lighting occasionally changes with the beat emphasising the background.
Cinematography:
The only shots used in this video are long shots, close ups and mid shots. These are all used to show and emphasise certain features. For example, the detail on a guitar or someone singing.
Example - 1.12 secs (close up of bass guitar)
Analysis of Arctic Monkeys - Fluorescent Adolescent Editing:
The majority of the editing is cut on the beat following Andrew Goodwins theory. The editing is also a fast pace. This presents panic and anarchy, which the audience will link to the narrative. However a lot of the shots are long in length following the rhythmic element of Bordwell and Thompsons theory of editing.
Narrative:
At first the audience will be confused as to what the narrative of the video will be and where it will develop. However, as the video progresses, it becomes clearer to the audience that it isn't just a fight between a group of clowns and another group of men but has some sort of meaning when the flashback is presented.
Costume:
In the video there are two groups or people. One group are dressed as clowns. The audience may interpret this as them being disguised for some reason. However, the other group of people are dressed smartly in suits.
Location:
There is only one location used in the video. It's a dingy, run down, urban area with what looks like an old complex of flats or storage warehouse.
Cinematography:
Again the cinematography is similar to that of other videos I have analysed. The video includes, a number of long shots, close ups but also a small number of mid shots.
Analysis of Two Door Cinema Club - 'What You Know'
Clothing:
In the video, the three members of the band are wearing smart casual clothes in fairly dull, dark colours of navy blue, grey and black. On the other hand the group of dancers surrounding them are wearing bright blue shorts and red T-Shirts.
The band and the dancers contrast against each other making the band stick out more as the location has a number of props that are bright and similar colours to what the group of dancers are wearing. Therefore making the bands dark colours stand out against everything else.
These examples show the similar colours that the dancers are wearing.
Location:
One of the two locations in this video is a built set with a white background with a few props in, such as podiums and doors. However, each podium and door has some sort of colour on it. For example, the three podiums the band are standing on in the beginning of the video have a different stripe of colour on each one.
The other location is a green screen forming a black background. There are several effects use in this part of the video.
The use of these locations and their features is to emphasise the bands image and appearance.
Editing:
Although there isn't as much editing in this video as there are in others, the small amount of editing cuts on some form of que or beat. For example, there might be a cut on the snare drum or a chord that the guitar is playing.
The dancers actions also follow the beat of the music.
This loosely follows some of Andrew Goodwins theory of editing.
Furthermore, the editing gets quicker in the build up from the bridge into the last chorus.
Cinematography:
Throughout the video the majority of shots used are close ups and long shots. Long shots are used to view the band, location, costume and dancers where as close ups are used to show specific detail. For example, the singers face as he sings.
Narrative:
There is no clear narrative to the audience. However, you could interpret the lyrics and theme of the video to be something.
From the mood board above the artists from our genre of Indie rock are presented as being something unique and funky. This is from what they're wearing, their CD covers and their behaviour in videos.
Also, from the research we've done we found that the majority or bands and artists from our genre are male. This could suggest that male artists/ bands have appealed to that audience better than female artists/ bands.
Furthermore, each artist and band have created a unique image for themselves. This is represented in their pictures and videos. For example, Franz Ferdinand have depicted themselves as being smart, where as Two Door Cinema Club have a more relaxed image and feel about them.
Each artist/ band has also invented a unique sound for themselves. For example, Two Door Cinema club have created a funky sound from their lead and rhythm guitars as well as their groovy drum patterns.
This is an example of this from the song 'What You Know'.
By watching this the audience will notice the points I have stated above. Another example are the Fratellis. They have also created an image for themselves from what they wear, their style of music and other aspects of the band and their videos. One example of how they have created an image for themselves is from the old fashioned girl on the front of their CD and the girls being featured in their video, 'Chelsea Dagger'.
The audience will recognise this image as being part of The Fratellis.
I found a number of potential artists we could look into for our music video. They include, The XX, Damien Rice, Gorillaz, Mumford and Sons and Funeral For a Friend. Each of these artists/ bands are British and all have songs we could do that don't already have a music video to them.
I also researched potential songs we could do by these artists. They include, Delicate by Damien Rice, Awake My soul by Mumford and Sons and Bend Your Arms to Look Like Wings by Funeral For a Friend.
Theory 3 - Carol Vernallis
Vernallis compared editing techniques between music videos and Hollywood films and how this affects the narrative. She suggested a number of differences between music videos and Hollywood films. For example, in music videos there are usually incomplete or obscure paths, where as in Hollywood films there is a single clear paths throughout the film.
Another technique she analysed is the order of shots. For example in music videos the shots are unconventional and shift more freely between each one. This is the complete opposite to Hollywood films as the shots have to be conventional as the audience will get confused and there may not be any meaning.
Vernallis also reviewed characters and narrative in each. For example, in music videos the character and narrative are revealed incompletely. For example, a character is revealed in a number of shots and the narrative is gradually revealed throughout the video.
The difference between continuity and discontinuity is also a factor in music videos and films. For example, discontinuity is often used in music videos. This is done by drawing the audience away from the narrative by foregrounding other structures and elements, such as characters, props or locations. However, Hollywood films use continuity editing as a film is made of a narrative, meaning the audience will have to be drawn in to the narrative.
Although, there are elements only music videos do. An example, are visual hooks. These create continuous shots linked by a single feature such as an item of clothing or prop. Another example is the use of elements and how sometimes elements are equal but sometimes elements are more dominant and others subordinative.
Lana Del Rey's video of Born To Die explains these features.
They identified 4 different relations to music videos:
Graphic
Rhythmic
Temporal
Spatial
Graphic - This uses patterns of colour and texture.
We could use this element in our music video by changing a location or costume but keeping other things the same. This will incorporate this part of the theory into our video.
We could also use a graphic image match with our video. This is when the same pattern or shape in two shots is the same. An example of this being used is in the film 'Psycho'.
Although, these images aren't exactly the same, the same basic image of a circle is there, meaning that it still has the same effect on the viewer.
Another example is in 'Brick'
Rhythmic - This uses ideas of the length of each shot and what effect it creates.
For example, using quick cut editing and making the shots very short, it will create tension and excitement for the audience. Trailers advertising horror films often do this.
However, music videos often do this as well. They do this by cutting to the beat of the music video to create a certain feel for the video using shot length.
Spatial - This element concerns the videos 'space' and relation between and manipulation of different points through similarity, difference and development.
Temporal - This element concerns the time and order of events.
Andrew Goodwins theory
Andrew Goodwin categorised music videos into 3 sections: Illustration, Amplification and Disjuncture. Each section has its own features.
Illustration:
Music - Always cuts on the beat
Lyrics - Images illustrate the literal meaning of the lyrics
Band image - The band performing.
Example: Rebecca Black - Friday
Amplification:
Music - Film cuts to the beat but also off to emphasise certain features.
Lyrics - Images amplify the lyrics, a specific narrative may be used that would not necessarily be picked up from the lyrics alone.
Band image - The band take on fictional roles in the narrative.
Example: Foo Fighters -Learn to Fly
Disjuncture:Music - Film cuts off the beat.
Lyrics - Images are used that don't relate to lyrics.
Band image - The band take on an image that's nothing like or the complete opposite of thier expected image.
Lighting:
The lighting is interesting and different for each part of the video.
They often use the light to form silhouettes of themselves or to emphasise or hide certain features, such as their faces. This is to engage the audience as it makes the video seem mysterious.
Cinematography:
There are a number of different shot types.
Each shot is interesting in the way its positioned and to what the camera sees through it.
Location:
Very few locations used within the video, but it's still very effective.
Not a lot of thought was on locations as they have managed to draw the audiences attention away from that aspect and on to other things such as editing. Costume:
Simple plain black clothes to let the audience focus on other aspects of the video. Editing:
Very fast paced editing creates a sense of excitement and mystery.
A lot of effects used that emphasise the mysterious nature of the video.
Analysis of low budget video 2.
Lighting:
The use of lighting in this video emphasises certain features in each part of the video. For example, shots when the band are playing the lighting shows each player.
Lighting is also used to create shadows to add the atmosphere of the video.
Cinematography:
There are again a varied amount of shot types with some camera movement to show different angles of each part of the video.
Location:
There are very few locations used in this video, a stage for the performance and a set for part of the narrative. Costume:
Similarly to the other low budget video, they are just wearing simple plain black clothes to draw the audiences attention off that and onto other things. Editing:
A lot of editing has been involved in the creation of this video to create the right atmosphere and look towards this video. They have done this by using a mixed pace of editing and a number of effects.
This chart shows how people find out about new music. This could influence our thoughts on research and planning blog posts concerning advertising our product.
