Proposal
Proposal:
In this coursework unit we have been asked to produce an advanced level portfolio of work involving one main and two ancillary media texts as well as producing a project blog. The main production is a music promo video that is allowed to be 5 minutes at the most, the deadline for this is the 12th of December. The two ancillary texts is a cover for the music videos release as part of a digipak and a magazine advertisement for the digipak, the deadline for this is the 30th of January. The blog should include all the Research and Development stages as well as a critical evaluation of our work.
Initial thinking
Research findings:
Our research initially helped us get an idea on what the dance genre music videos entails in order to create a successful music video for this unit. The track we settled on is “Move it 2 the Drum”, DJ Chuckie. Our research into the subject matter showed that DJ Chuckie himself had started out himself with only his devotion and inspiration to the music industry that created a name for himself in the widely known community. DJ Chuckie started his own producing company “Dirty Dutch” which is how he was able to create and share his music with the rest of the world. This shows that he started out through an indie record group himself, therefore we decided to do the same.
Also an indie record label gives the artist more freedom and can be more creative with their videos, which is what we intend to do to have a more creative video that is more likely to impact the audience. From our target audience interviews we found out that even though a lot of people listen to the big well known artists who have built their name up they still prefer to listen to more unknown artists, this influenced our choice to theoretically be part of the independent record label.
We also found out from the representation research that the main ideology discourses used in music videos are money, gender, sex and sexuality, therefore we intend to incorporate these themes in our idea using a variety of different characters to show this.
In addition, from the similar textual analysis we found that using intertextuality is important in music video because it engages with the audience on a different level. If included in our video it could potentially increase the effectiveness of the video which can have a great impact on the artist’s star image. As an independent record label this would help gain a larger global audience if the audience spots the indistinctive reference.
Overall our ideas are linked to the unusualness of what an independent record label could do to a video that a major record label cannot do. It is easier for an independent label to produce a music video that goes beyond the typical conventions of a normal music video produced by major record labels. This is because there are fewer specifications to what a music video can adopt. This will make it easier for us to create the music video we want as we do not need to follow many rules to what we can include in our video.
Initial ideas:
Jasmine
My idea for the song chose (“Move it 2 the drum” (TECH Mix)) is to set it in a night club as the whole DJ scene fits in to it. Need two cleaners (male), one of which will be the main character whose dream is to be a DJ and get lots of girls. Each shot is going start and end with a cut as concluded from the similar textual analysis cuts are constantly used to transition from one scene to another to give it an edgy feel. The use of many close-up’s act as a guide to the characters emotions and feelings as there is no dialogue and not many words to the song. The control acts as a symbol of what triggers the hallucination for the cleaners dream.
- Start with an establishing shot of an empty nightclub with two cleaners in the shot. One cleaner is mopping the floor, while the other is talking to him.
- Jump cut to a mid shot of man saying “lock up when you’re done” while he is walking to the door.
- Close-up of man mopping, when we hear the door shut he looks around cautiously and get a close-up of the mop while he puts it down.
- Track as he walks to the DJ decks.
- Close-up of him standing behind the DJ decks.
- Close-up of hand moving controls up.
- Point of view (wide angle) of the club slowly turning from empty to full with lights and beams everywhere.
- Close-up of cleaner looking at his clothes that have changed and looking around stunned.
- Many different people start to appear fat/skinny, tall/short, young/old and men/women.
- Getting many close-ups of different people such as a gay man and he is trying to flirt with the DJ (cleaner). Then a close-up of the DJ/Cleaner taking away the memory and the gay man disappear. (Get many people Goths/geeks/seductively dressed women etc).
- Between all the different dancers and people in the club the cleaners phone rings and close-up of the controls on the DJ decks turning it down and he is brought back to reality picking it up it’s a parallel shot of him and the other cleaner on the phone. No light no one in the club and back in his cleaning clothes. He says “yes” the other cleaner says “Are you almost done? You need to hurry!” and hangs up. Point of view of him looking around and the room is empty. Close-up of him pushing the control back up and the whole place become lively again and carry on with the different people.
- Show the DJ/cleaner walking to the dance floor and starts dancing with a young woman dressed revealingly (shown with a dolly crane or zoom in). Close-up’s (man and woman) of them dancing, man sweating then all of a sudden he looks at the girls point of view she turn old and wider dancing and he shakes his head and walks a bit back then close-up to the old lady dancing and cut to another close-up of the man checking her bum and close-up on the old ladies bum.
- Change focus to another person in the club.
- Other man comes in and walks to the decks (the room is empty) with the other cleaner standing pretending he is a DJ the man shakes him and talks to him it’s all unclear like he is hallucinating “hey come on we gotta go” “oii” and the man comes back to reality and looks puzzled while the other cleaner is pushing his out of the door together with the cleaning equipment.
Ninthuja
NARRATIVE: linear/ dream-like sequence/main perspective
THEME: Hopes & Dream of an upcoming DJ/ documenting realistic party scenes
My idea for the music video of our selected track had mainly stemmed from the arrangement of the music I analysed in my Similar Textual Analysis. I influenced the ideology of a teenager’s reality in terms of a typical ‘break-up and make-up’, however in this case, it a young boy’s dreams and aspiration. While Bass hunter’s video used juxtaposition to express the differences of the male and female couple, I wanted to include, just a male character, focusing on one perspective, but the same use of juxtaposition in terms of his own dream sequence then reality. However, I also manipulated a few features in the Basshunter music video, in terms of the club scene and action within the nightclub; incorporating these characteristics into my own idea.
Before the track begins, to allow the viewers to familiarise with the ideology of this music video, we would set the scene of a young boy of maybe a particular ethnic background; possibly a Chinese boy, fitting a very typical stereotype of being visually smart. He would walk into his bedroom: a very ordinary looking boy walking in to an ordinary looking room. The representation of society’s expectations would be presented with him looking very ‘nerdy’, which then follows into a pan of the whole room conveying his academic status, from posters of periodic tables for science and certificates framed, with musical instruments and a set of math equipment. These features can specifically be highlighted which brings about certain racial contradictions, as despite the diversity and range in society today, these are general views in terms of what is seen in this culture.
This then follows through to him sneakily locking his room with a twinge of excitement whereby he takes out a secret box from underneath his bed, when revealed the contents, we see an aspiring DJ as he takes out miniature decks and headphones, with various references of his love for music. At this point is when we would slowly fade in the track music, as he inserts his headphones, closes his eyes, begins motioning of DJ gestures and joyfully goes into a dream sequence. This scene would be of him dressed very stylishly on the decks in a big club full of colour and vibrancy, where we outline his expression of pride having a room full of excited dancers. Various shots of interesting episodes in the club will be shown.
Near to the end of the track, we fade back to reality; his bedroom, while the music immediately when we hear a parent calling to him for his dinner. He hastily packs away all his precious items and hides them again. The facial expression is yet again prompted to show viewers his disappointment as he leaves his room with a sigh. Without providing so much of background information for the viewers, the general knowledge of different traditions are portrayed, especially in the main focus of this boy’s Asian culture where we can see strict principles lead to conformity regardless of whether he is allowed to live his dream or not, he is masking is true identity; generating a sense of pity and understanding conclusively.
Davina
My idea was influenced by the similar text analysis on Benny Benassi. From this i wanted to add as many representational issues in the music video, such as using girls with different races. I wanted to show a males fantasy to be surrounded with girls, therefore giving the male dominance like it does in Benny Benassi’s Video. As the dialogue is mainly repeated through the song I researched and the song (move it 2 the drum (tech mix)), I included different types of shots used to establish the location, and keep the audience gripped by using different transitions.
1st shot – no music – mother telling the 18 year old boy who is dressed as a geek, someone who never gets the female attention to get up and do his work.
2nd shot – long shot of him laying on his bed – c/u shot of him putting headphones in and another c/u shot of him pressing play. His eyes then start closing (music starts playing)
3rd shot - 2nd “ahh dam girl” a majority of different mid shots of girls doing makeup. Close up of lips/ eyes/ girl fiddling with hair
4th shot, the last line “ ahh dam girl, I like the way you move it to the drum” (0.11 secs) the boy mimes it whilst having long shot of the 18 year old boy fixing hair – he doesn’t look like a geek anymore, looking in the mirror admiring himself winking
5th shot - low shot of all the girls walking, with only showing their feet to their knees, and then the boy joins and you see just the feet walking.
6th shot – shot of everyone in the club dancing, panning across to show the location where everyone is dancing.
7th shot - by 0.31 the shot should start getting blurry and faster , becoming distorted.
8th shot – “ah dam girl, I like the way you move it 2 the drum” close up shot if his head turning to see everyone dancing as his takes of his glasses- him and the girls are at the entrance.
9th shot – When the beat drops (0.44) – you see a long shot of him at the front, and 3 girls by each of his side making him look like a pimp, and they slowing walk in, as his head moves to the beat.
10th shot – (0.51) he is grinding with the girls, as they are dancing around him tapping him trying to get his attention.
11th shot – he checks the girls figures out, then looks by the entrance by (1.22) and then a long shot of a really pretty girl dancing by herself, seductively.
12th shot – mid shot of him walking towards her fixing his hair.
13th shot, mid shot of him looking at her winking, as the twirls her hair and holds his arm
14th shot – 2nd “ahh dam girl, I like the way you move it to the drum” shot of his saying it to the girl, as she looks at him seductively.
15th shot, a long shot of them walking, then a mid shot of him looking at the camera winking and putting his sunglasses on.
16th shot – music then fades out as he wakes up and pulls his headphones out, he says “I wish” and then fades out to a blackout.
Iram
My idea is to set our music video in a club, using the song choice of ‘Move it to the drum’.
From the research I have conducted, most dance music videos tend to have DJ’s which is what will be included in our video, as it fits in with the genre and theme. As there is hardly any dialogue/ lyrics in our chosen song, there will be a lot of close ups which help to portray the characters emotions and certain expressions. There will also be a few extreme wide shots to establish the locations as this is used in many music videos. Also the speed of editing should be really fast as this helps to determine the mood of what is taking place on screen.
1st Shot - A tracking shot where the camera is following a girl, camera focuses on her shoes whilst she’s walking through a narrow low lit corridor, walking down the stairs in to the club.
2nd Shot - Jump cut to camera zooming in and out repeatedly at a fast pace, on the DJ equipment.
3rd Shot - When it says ‘I like the way you move it to the drum’ the beat drops, there could then be a jump cut to the dance floor where it’s filled with all different kinds of people.
4th Shot - There could be shots of old people dancing in different styles.
5th Shot - when the old people turn around to face the camera, they could turn into young people.
6th Shot - close ups of the young people making funny faces.
7th Shot - the camera could then be focused back to the main girl who was showed at the beginning of the video.
8th Shot - this girl would be dancing with the old people, there could be a random shot of the lights moving in every direction.
9th Shot - camera could then have a crane shot of a man walking into the club.
10th Shot - the man spots the woman dancing with the old people, she stands out from the crowd.
11th Shot - as she turns around whilst still dancing, she catches a glimpse of him walking up to her and smiles flirtatiously.
12th Shot - a jump cut would be used as it would then show the man taking the woman’s hand as they would start dancing with each other.
13th Shot - the spotlight could be on them while there dancing away.
14th Shot – another jump cut could be used as the camera could do a tracking shot of a young guy break dancing in the middle of the dance floor.
15th Shot- the last shot could consist of the man and woman laughing, walking off together hand in hand out of the club, it could end in a rolling shot.
Final idea:
Each shot is going start and end with a cut as concluded from the similar textual analysis cuts are constantly used to transition from one scene to another to give it an edgy feel. The use of many close-up’s act as a guide to the characters emotions and feelings as there is no dialogue and not many words to the song.
Exterior shot of an extravagant house, to show he is upper class. Door opens and shows the journery through the corridor to his room (edit it to be fast motion). Enter his room and see him laying on his bed. (He is geeky looking and has big glasses and a bow tie, see periodic table in his room together with math and biology panitings etc. This is to emphasis he is acedemic.).
- Long shot of him laying on his bed
- close-up shot of him putting headphones in
- Another close-up shot of him pressing play.
- Close-up of his eyes starting to close to show he is dreaming (music starts playing).
- When the lyrics start “ahh dam girl” cut to show a majority of different mid shots of all different people (old/young, guys/girls, gay men etc) doing makeup. Close up of lips/ eyes/ girl fiddling with hair flick through quickly like pages of a book.
- The last line of the lyrics “ahh dam girl, I like the way you move it to the drum” (0.11 seconds) cut to the boy in his room showing him miming.
- Cut to a long shot of the boy fixing his hair – he still looks like a geek but he doesn’t think he does (Hair slicked back). He looks in the mirror admiring himself winking.
- Then cuts to an shot of an night club (wide shot) and you see him walking in trying to seem cool asking people to hi-5 and when they don’t pretend to be touching his hair.
- Intercut to him dreaming in his room showing his emotions: At this point he is smiling.
- Cut Many close-ups of different people in the club.
- Show him on the dance floor dancing with a young woman dressed revealingly.
- Close-up of man and woman dancing, he is all sweaty then all show him turning around.
- When he turns he sees a fat lady dancing and he shakes.
- Intercut to him dreaming in his room showing his emotions: He is pulling a face in disgust.
- Cut t the nightclub he starts to step back then close-up and cut to another close-up of the him checking her bum out and close-up on the ladies bum.
- Intercut to him dreaming in his room showing his emotions: His expression is back to happy at this point he has a perveted smile on his face.
- Back to the club With a new person A gay guy trying to flirt with him.
- Intercut to him dreaming in his room showing his emotions: His expression is sour and squirmy as he shakes his head (Shaking the thought away).
- Cuts back to him steping back a couple of steps until he bumbs into a prostitute.
- Intercut to him dreaming in his room showing his emotions: He seems to be happy touching his nipple area.
- He is dancing with her untill her wig falls of and he see’s it is actually a male transexual prostitute.
- Intercut to him dreaming in his room showing his emotions: He is in disgust.
- Cut to him dancing with skinny model.
- Intercut to him dreaming in his room showing his emotions: He is happy once again.
- Cut to the club the model is still dancing with him until she is pulled away and he is left standing alone in the middle of the club. At this point a punk comes up to him and starts a mosh pit with him everyone starts to jump up and down viguously.
- Intercut to him dreaming in his room showing his emotions: He seems to be confused and then his expression becomes happy and excited.
- Cut to the club, we see a poiunt of view of him looking at a girl he has stopped dancing now and is the only one not in the mosh pit. Wide shot of him weaving through people to get to her (She looks like him, she is a geek too) and he points to her then to him and she walks away holding hands with a handsome man that is built up and buff.
- Ends with a cut to him back in his room he jumps up quickly and looks around confused and sad and it fades to black
Production Team Roles:
Producer – Jasmine
Director – Ninthuja
Camera Person – Iram
Editor – Davina
Major Record Label Professional Practice
Major Music Record Label:
In the music industry, a record label is a trademark. Where the creation of music recordings and music videos begin and end. A record label is a company which coordinates the production, manufacturing, distribution and marketing.
Major record labels have a built up reputation. Major record labels have more capital and therefore have the state of the art technology in order to create a video. They also can afford to spend more on promoting an artist and making a bigger name for them in the music world. Major record companies also have more networks this is helpful in order to become successful. However, Major late a more effective, professional complicated music labels are more likely to be strict and have less leeway about what they let their artist’s release, because they do not want to have a unsuccessful name being hold under their brand. Even though they can afford failures because they have more funds, they are a larger cooperation and do not want to create any bad publicity as it will have a negative impact on the whole company as well as affect the other artists under their name.
Organization of a Major record label:
The hierarchy of a major record company, starting from the top, there is the CEO (chief executive officer) who is in charge of the whole company. In addition, each label also has its own president. Under the president of the individual label, there are vice presidents in charge of different departments.
The departments that make up a major record label (However, this depends and is likely to vary depending on the record label):
- A&R (artists and repertoire) department
- Art Department Artist Development
- Business Affairs- Label Liaison- Legal Department- Marketing Department- New Media- Promotion Department- Publicity- Sales
- A&R (artists and repertoire) department
- Art Department Artist Development
- Business Affairs- Label Liaison- Legal Department- Marketing Department- New Media- Promotion Department- Publicity- Sales
Major Record Label Examples:
Name Changes a
nd New Labels:
The late 1960s and early 1970s was an important time for Warner Music Group. In 1968, they acquired Atlant
ic Records label, which at the time was possibly the pre-eminent jazz and R&B labels in the world. Shortly after that, Warner expanded again, this time buying Elektra Records. The company changed its name to Warner Communications, but became better known in the music industry as WEA (Warner Elektra Atlantic). In 1987, big change came again, when Warner merged with the Time Corporation, forming the extremely powerful media corporation Time Warner. Time Warner sold Warner Music in 2003 for $2.3 billion.
Warner Music Labels:
Warner Music Group owns, partially owns or distributes some of the world's best known record labels. Some of the Warner Music Group labels include:
• Atlantic Records
• Bad Boy
• Roadrunner Records
• Gwen Stefani
• Kanye West
3. Sony BMG Music Entertainment
Sony BMG M
usic Entertainment is the second biggest major record label in music sales. They accounted for 21.5% of the market in 2005. The company's well-known label imprints include Arista, Columbia, Epic, J, Jive, and RCA.
Key artists are:
• Kelly Clarkson
• Alicia Keys
• Outkast
• Shakira
• Britney Spears
4. EMI Group
The EMI Group is the third biggest m
ajor record label in music sales. They accounted for 13.4% of the market in 2005. The group's well-known label imprints include Astralwerks, Capitol, EMI, Mute, and Virgin.
Key artists are:• The Beatles
• Coldplay
• Gorillaz
• Rolling Stones
• Robbie Williams
Warner Music Labels:
Warner Music Group owns, partially owns or distributes some of the world's best known record labels. Some of the Warner Music Group labels include:
• Atlantic Records
• Bad Boy
• Roadrunner Records
• East West Records
• Rhino Records
• Sub Pop Records
• Rykodisc Records
• Reprise Records
Warner Chappell Music:
The Warner Music Group affiliated publishing company; Warner Chappell Music is arguably one of the most powerful publishing companies in the world, if not THE most powerful. Warner Chappell dates back to 1929 and was also founded by Warner Bros movie studio, who started the company to cut down on the
• Rhino Records
• Sub Pop Records
• Rykodisc Records
• Reprise Records
Warner Chappell Music:
The Warner Music Group affiliated publishing company; Warner Chappell Music is arguably one of the most powerful publishing companies in the world, if not THE most powerful. Warner Chappell dates back to 1929 and was also founded by Warner Bros movie studio, who started the company to cut down on the
film music licensing costs. The publishing company is home to many Warner and non Warner records artists alike.
Key artists are:
• Green Day
• Madonna
• Alanis Morissette
• My Chemical Romance
• Rob Thomas
2) Universal Music Group
• Green Day
• Madonna
• Alanis Morissette
• My Chemical Romance
• Rob Thomas
2) Universal Music Group
The Universal Music Group sells more music than any other major label. They accounted for 25.5% of the market in 2005, according to IFPI. The group's well-known label imprints include Geffen, Inters cope, Island, Motown and Universal.
Key artists are:
• Black Eyed Peas
• Mariah Carey
• 50 Cent• Gwen Stefani
• Kanye West
3. Sony BMG Music Entertainment
Sony BMG M
usic Entertainment is the second biggest major record label in music sales. They accounted for 21.5% of the market in 2005. The company's well-known label imprints include Arista, Columbia, Epic, J, Jive, and RCA.Key artists are:
• Kelly Clarkson
• Alicia Keys
• Outkast
• Shakira
• Britney Spears
4. EMI Group
The EMI Group is the third biggest m
ajor record label in music sales. They accounted for 13.4% of the market in 2005. The group's well-known label imprints include Astralwerks, Capitol, EMI, Mute, and Virgin.Key artists are:• The Beatles
• Coldplay
• Gorillaz
• Rolling Stones
• Robbie Williams
Professional Job Roles
Professional Job Roles In The Music Industry:
A music industry producer is an individual working, whose job is to oversee and manage the recording of an artist's music. A producer has many roles, some of their roles can be: gathering 
ideas from the group of workers. They are also in charge of selecting the singer if needed. Another role of a record producer is directing and working with the artist in the studio. The producer identifies a location for recording and coordinates studio sessions with his artists. Often, it isn't until the producer is satisfied with the outcome of the track that the track is considered complete. A producer needs to have leadership skills and creativity. They need to be able to have a vision of the final product in order to create a successful song. A producer also has to supervise and control the recording sessions and help throughout the whole production process including editing.
ideas from the group of workers. They are also in charge of selecting the singer if needed. Another role of a record producer is directing and working with the artist in the studio. The producer identifies a location for recording and coordinates studio sessions with his artists. Often, it isn't until the producer is satisfied with the outcome of the track that the track is considered complete. A producer needs to have leadership skills and creativity. They need to be able to have a vision of the final product in order to create a successful song. A producer also has to supervise and control the recording sessions and help throughout the whole production process including editing.The producer also has to deal with the responsibility of budgeting; negotiating and being organised - having a schedule which is followed. The producer has to have a wide and diverse background of skills because they have to assist throughout the whole process
Director (Ninthuja):
Music video directors are responsible for the visual composition of the artist’s music on film; from formulating the concept and pitching the idea to the record label and artist(s), to directing the shoot and editing the video. They visualise the aesthetic of a music video and then interpret
that vision to the production team. Special skills required of a music video director is that they must possess film making experience, have a creative imagination, have a friendly personality and strong communication skills, as well as a good professional mind-set.
Music Video Director Job Duties & Responsibilities
Music video directors are responsible for storyboarding and composing a shot-by-shot vision for the music video. They must listen carefully to the song and synchronize their video with the rhythm of the song. Music video directors must collaborate with the production crew and the actors to create a unified music video. A director is responsible for determining how the film moves, sounds and looks, as well as for the performances. On set, the director takes charge of the artistic and technical aspects of the video. They hold auditions, conduct rehearsals and
approve music, costumes, scenery and locations. They also manage the technical aspects of filming; including the camera, sound, lighting, design and special effects departments. During post-production, Directors work closely with Editors through the many technical processes of editing, to reach the final cut or version of the film. At all stages, Directors must also appreciate the needs and expectations of the film’s financiers.'Coordinate production activity and supervise crew and cast. Create shooting schedule. Create storyboards; oversee equipment and props and hiring of locations. Keep video on schedule and give instructions to crew and cast. Prepare daily call sheet. ‘Bigfoot Entertainment’.
Editor (Davina):
A music video editor has the final decision of what parts will be staying in the video and what can be cut down and removed. They are in charge of how the final product will be like and promote the songs, in order to sell the band.
Editors should have efficient skills in software and technology, and must be able to relate a story throughout a song. They rearrange the video segments to come up with a finished product which can
then sell songs.Editors are also responsible of the perfect length of the music video.
A music video editor works with the producer and the director throughout the production. The director and producer both have a say in what the music video can be like. The editor must participate on what is happening on stage when filming, which will help making it easier when doing their job and editing it to make the music video.
Camera Person (Iram):
My role as a camera operator is to use cinematographic techniques to film a music video to a song of our choice. A camera operator is responsible for physically operating the camera and maintaining composition and camera angles throughout a given scene or shot. Important camera a given scene or shot. Important camera operator skills include choreographing and framing shots, ability to select appropriate camera lenses and other equipment (camera cranes, etc.) to portray dramatic scenes.
As a cameraman my role is to keep the camera stationary when it needs to be. I will also be shooting certain scenes from different angles.
Being a cameraman requires me to communicate clearly and succinctly. The types of typical activities involved in being a camera person is to assemble, prepare and set up equipment prior to filming, this can include tripods, monitors, lighting and cables or leads. Also offering advice on how to best shoot a shot, explaining the visual impact created by certain angle. Planning shots is also a part of my role and finding solutions to technical or other practical issues. Working quickly, taking instructions from my director and taking sole responsibility in situations where there is only one camera operator involved in the filming.
Representation Issues Conclusion
Conclusion On Representation Issues:
The main ideology discourses used in music videos are money, sex, gender, sexuality, swearing and crime. Representations of money and gender in, for example; in the music video – 50 cent “P-I-M-P”, were the female body is put on show. The idea of the ‘perfect’ body bears little to no reflection on the realistic identities of women today. Hence the ‘ideal’ women are used solely for display purposes, to appeal and increase the attention from the male audience Sigmund Freud Psychoanalytical theory, representation issue as women are only on screen underdressed to increase the male profit margins. This is a voyeuristic response, by looking at 50 Cents x-rated music video nude girls are used as display dancing around 50 Cent giving him the higher power and more of a ‘pimp’ star image. However there are female artists such as Madonna who control the profit margins by choosing to dress provocatively themselves and adopt the exhibitionism theory and method. This may be easily added in our music video by using seductive looking women in and creating the male gaze theory in order to increase male audience happiness and profit margins. In addition we could use the ideology of sexuality (homosexuals in particular) and the different genders to create a controversial video in order to put a ‘Madonna spin’ to our music video.
Star image is created through the performance of a song. If a song is successful in the music industry then it is most likely to succeed in increasing the popularity of the artist and giving them more power to create more music videos and songs because if a producer see’s their found artist doing well they are more likely to continue working with them to increase their image and get them on the music market. However if they do not succeed in their first couple of songs with the competitiveness of the market they are most likely going to be let go. Star image and it improving is highly dependent on the public and what they think which is shown through profit margins, watches on YouTube and social networking sights such as facebook and twitter which have a large effect on getting an up-coming artist name into the industry. As well as looking at how well the song does through listings on charts and popularity that way. When artists work together if creates a wider audience margin and gets the artists name out. This gives us an idea on how an artist would build their name up in order to make their videos more popular, in the long run this will increase profit margins as the artist creates a name for themselves. It also makes the representations and messages in their video more effective as more people are likely to listen/watch their video, therefore it impacts a larger number of people.
Furthermore by looking at the representation issues it gives us an idea on what we could do for our music video.
Star image is created through the performance of a song. If a song is successful in the music industry then it is most likely to succeed in increasing the popularity of the artist and giving them more power to create more music videos and songs because if a producer see’s their found artist doing well they are more likely to continue working with them to increase their image and get them on the music market. However if they do not succeed in their first couple of songs with the competitiveness of the market they are most likely going to be let go. Star image and it improving is highly dependent on the public and what they think which is shown through profit margins, watches on YouTube and social networking sights such as facebook and twitter which have a large effect on getting an up-coming artist name into the industry. As well as looking at how well the song does through listings on charts and popularity that way. When artists work together if creates a wider audience margin and gets the artists name out. This gives us an idea on how an artist would build their name up in order to make their videos more popular, in the long run this will increase profit margins as the artist creates a name for themselves. It also makes the representations and messages in their video more effective as more people are likely to listen/watch their video, therefore it impacts a larger number of people.
Furthermore by looking at the representation issues it gives us an idea on what we could do for our music video.
Star Image and Power
Star Image and Power:
Calvin Harris’s birth name is Adam Richard Wiles; he was born on the 17th of January 1984 in Dumfries, Scotland. Calvin Harris is a singer/songwriter, record producer and DJ. The genres of music he is commonly associated with by his work are ‘Electro-pop’, ‘Electro-House, Dance and Disco. He started his career in music in 1999 and is still making music now in 2011.
Harris’s childhood hero was the football star Steve McManaman, but because he could not play, music was his next career option. He began recording demos in his bedroom in 1999.
Harris’s released his first album “I Created Disco” in June 2007; the album contained u p-tempo songs, with the influence being the 1980’s era. The first release from his album was “Vegas”, available on limited edition vinyl. However, his first charted song was “Acceptable in the 80’s” which was a tribute to the culture and fashion of the era – In the music video there is use of bright neon colours, big hairdo’s and statement fashion which all portray the 80’s emphasising that the tribute was successfully done in the planned style.
The song reached the top ten on the determined as he was he started becoming an antisocial person, which affected his personality and confidence. His earliest success was in 2002 when he was 21: the songs "Da Bongos/Brighter Days" which was an instrumental, it was released by the Prima Facie label in early under the name Stouffer. Harris signed contracts with EMI (publishing) and Sony BMG (recording) in 2006, after his music had been discovered on MySpace (social networking site). From then till now his character has blossomed and he is globally famous and on music charts, he built his name and started working with the likes of Kylie Minogue, Example, Dizzee Rascal, Rihanna, Kelis and Sophie Elis-Bexter.
UK singles charts. His second single from the album was “The Girls” this song reached the top five in the UK single charts, increasing in his success and popularity and moving him up in star power as his domination in the chart betters. At the end of 2007 ‘Dragonette’ released a cover of Calvin Harris’s song “The Girls”, this shows his move up in stardom as artists now covering his songs, widening his audience and popularity, increasing the public’s awareness of him.
In 2009 he produced Dizzee Rascal's next single entitled "Holiday". It is said that ‘he was supposed to make an appearance
On 2 April 2011, Harris confirmed via Twitter that he was recording a video for his single "Bounce", in Las Vegas and that it would feature Kelis, the single debuted in the UK Singles Chart on 19 June 2011 and was second. Harris having Twitter and YouTube account (icreateddisco), shows his relation in order to keep up appearances by socially networking with his fans, it is also another way for him to inform the public about new songs, or shows potentially increasing his publicity and getting into the public eye. This shows the enormous power he has by using such social networking sites to keep up the communication between himself and his fans. Calvin Harris does have a website ‘http://www.calvinharris.co.uk/’ it informs the public about his tours and updates them with pictures and tweets. He also has an apparel and music shop on his website; similarly to other artists this increases profit margins and star image.
Overall Calvin Harris has grown from a self conscious boy in his room recording mixes to a well known artist who sells out performances and is constantly out with new song performing with other artists and on the radio charts. His filming style seems to be a mixture of abstract “Acceptable in the 80s” and narratives “Bounce”, however he seems to make more abstract music videos that make his audience more engage in the music video.
UK singles charts. His second single from the album was “The Girls” this song reached the top five in the UK single charts, increasing in his success and popularity and moving him up in star power as his domination in the chart betters. At the end of 2007 ‘Dragonette’ released a cover of Calvin Harris’s song “The Girls”, this shows his move up in stardom as artists now covering his songs, widening his audience and popularity, increasing the public’s awareness of him.
Also in 2007 Harris reordered with a highly well-known artist ‘Kylie Minogue’ and in 2008 collaborated with the rapper ‘Dizzie Rascal’ broadening his genre spectrum and capabilities as well as gaining some of the fellow artists audience, improving Calvin Harris’s image. His song with ‘Dizzie Rascal’ was called “Dance Wiv Me”, after the song was digitally released on the 30th of June 2008 the song shot straight up to number one on the UK charts in October 2008. This increased this star image as his song was on most UK radio stations, expanding his audience to nationwide.
Harris also
turned down a chance to sing with Lady Gaga because he didn't like the song he was shown. This shows his self belief; he didn't take the chance to sing with the most controversial and arguably the artist with the most popularity universally. However, it also shows that he thinks he is too good for someone that extravagant losing him a chance to receive a huge amount of credit to his star image.
turned down a chance to sing with Lady Gaga because he didn't like the song he was shown. This shows his self belief; he didn't take the chance to sing with the most controversial and arguably the artist with the most popularity universally. However, it also shows that he thinks he is too good for someone that extravagant losing him a chance to receive a huge amount of credit to his star image.In 2009 he produced Dizzee Rascal's next single entitled "Holiday". It is said that ‘he was supposed to make an appearance
in its music video, but objected to dancing along in some scenes, wearing a certain shirt for the video and not wearing his "fly eye" glasses’. This shows the arrogance and power he received over the years as he turned down a job he wouldn't if he was just staring out, de-notating his growth as an artist and celebrity. In 2009 he also was one of the line-up’s for the ‘Summer time Ball’ concert and he released a second album in August, Some of the songs of the album such as “Ready for the Weekend" went to number 3 in the UK Singles Chart and “Yeah Yeah Yeah La La La" was used in a Coca-Cola advertisement. This increased his publicity as people started associating the famous Coca-Cola brand with him.
In January 2010, Harris played at the 2010 Big Day Out, a music festival which takes place in several major cities in Australia and Auckland, New Zealand. In 2011, he toured with Rihanna – one of the most well know artists worldwide – in Australia, and released collaboration with her, "We Found Love". Harris also headlined the Sydney Gay and Lesbian Mardi Gras 2011 party. This shows his diverse audiences and gain in popularity from different sexual groups.
On 2 April 2011, Harris confirmed via Twitter that he was recording a video for his single "Bounce", in Las Vegas and that it would feature Kelis, the single debuted in the UK Singles Chart on 19 June 2011 and was second. Harris having Twitter and YouTube account (icreateddisco), shows his relation in order to keep up appearances by socially networking with his fans, it is also another way for him to inform the public about new songs, or shows potentially increasing his publicity and getting into the public eye. This shows the enormous power he has by using such social networking sites to keep up the communication between himself and his fans. Calvin Harris does have a website ‘http://www.calvinharris.co.uk/’ it informs the public about his tours and updates them with pictures and tweets. He also has an apparel and music shop on his website; similarly to other artists this increases profit margins and star image.Overall Calvin Harris has grown from a self conscious boy in his room recording mixes to a well known artist who sells out performances and is constantly out with new song performing with other artists and on the radio charts. His filming style seems to be a mixture of abstract “Acceptable in the 80s” and narratives “Bounce”, however he seems to make more abstract music videos that make his audience more engage in the music video.
Ideologies
Ideologies:
When a potentially controversial music video is made, the director and artist can expect it to generate a reaction. This can lead to success, by creating a bit of notoriety to an extent so that people will go out of their way to see it; but there is a risk that the video will not be shown at all or will be edited to the point where it no longer makes sense, which may not please the viewer entirely. A controversial video is likely to appeal greatly to a specific target audience; such as the artist’s fan club or underground following, and may produce sales on sell-through, but it is also likely to be subject to adverse publicity, which could backfire for the artist.
While violence tends to be the main cause for concern in films, comics or video games, music video is most frequently criticised on sexual grounds.
Representation Research
Representation Research:
Sigmund F
reud’s psychoanalytical theories refer to the idea that erotic pleasure may be gained by looked at a sexual object. It has been argued that due to the majority of male filmmakers, the presences of women in film are mainly used as display. It is argued that the purpose for women to be there as a display is to progress the voyeuristic response presuming a ‘male gaze’ therefore controlling the women on display. Overall the argument is to provoke the representation of women in a music video made by the male producers. By looking at 50 Cents x-rated music video, I found that the nude girls were used as display dancing around 50 Cent giving him the higher power and more of a ‘pimp’ star image.Goodwin argues that the female performer is mainly focused on through the camera work and editing showing the body parts and emphasising the nude and sexual treatments of the star. In a males music performance, the voyeuristic treatment of the female body is often shown using dancers making the male more dominant over them. When seeing the male body on display, the post-feminist ‘female gaze’ where women aren’t the objects however look at the men as objects too.
Throughout the years, more independent and powerful female artists such as Madonna, have added more aspects to political and personal attitudes to their video by looking at gender, culture and her being in control of the sexual gaze which is the opposite to voyeurism and is called exhibitionism. Using female exploitation in the music video increases the male viewers.
Together, it creates the ‘queer gaze’ where the male or female representation may address a homosexual as well as heterosexual audience). This gives more diversity of the audience and the contradicting messages and values may increase.
Subject Matter Conclusion
Conclusion of Subject Matter:
His songs are all up-temp thumping beats, he intends for all his songs to make the audience want to get up and dance. He likes to be repetitive in his songs in order to create a physiological trance so the song is amplified and sticks in the audiences mind for longer. The use of limited lyrics makes the song more dance approachable.
He created a production company called “Dirty Dutch” in order to help people like himself start up and build a career for themselves it was also his way of coming into the music industry. His production company is well known and has a high reputation in the Netherlands.
Overall DJ Chuckie is well known and has built himself up in the music world; he is highly associated with in the Netherlands. He seems to be enthusiastic in his work and his dedication and love for music has brought up his reputation as a DJ as he plays in famous clubs such as “Cafe Mambo” and “Dirty Dutch Pache (Ibiza)” Ibiza is highly associated with dance and clubbing therefore DJ Chuckie seems to be taking the industry with a bang.
Mise-en-scene, Shooting and Editing Styles
Mise-en-scene, Shooting and Editing Styles:
The first music video I will b
e analyzing in terms of mise en scene, shooting and editing styles is ‘Swedish House Mafia ft Tinie Tempah- Miami to Ibiza’. The shooting, editing and mise en scene are shown very clearly throughout this video to create an interesting impact which would appeal to the correct target audience. Mise en scene refers to the arrangement of performers and props on stage or in a scene for a production of a music video or any other media text. This particular music video is edited extremely well as it has a lot of cuts and short shots so that it keeps the music video more interesting and attractive. The camera work is an obvious convention in music videos; there’s a meaning behind the entire camera work; all the scenes are shot in a certain way to create a meaning.
In the video’ Miami to Ibiza’, the camera work is mostly seen as a hand held camera which focuses on one woman in particular.
The camera focuses mostly on her body parts; this suggests that she is seen as a sex object. The shots from the CCTV camera imply that the relationship between the unknown character and the woman is that it is only a sexual relationship. A series of different shots all edited fastly together show the girl getting into a private jet, and sitting in the plane with a bottle of champagne. The only sound at this point is the dialogue and the music, no diegetic sounds are included. The fast pace editing shows excitement and amusement for their destination. A series of elliptical editing is used when there is a shot of the main woman being strangled which implies that she has to be with this person and that she has no option, it also suggests that the unseen character is powerful and the more dominant one in the relationship. There is a long shot of the woman walking around the house which symbolises that she would want to own a house like that and that she’s satisfied with what she has.
One main editing technique that is being used is that the main camera used in this video is made to look like a homemade video, someone who knows the woman is recording her every move. Some shots are from a CCTV camera; his implies that this woman is always being watched wherever she goes. The CCTV camera scene which is shot in the bedroom shows her getting out of bed pulling her dress down and the bed covers indicates that there was someone else in the
bed which signifies that she has just slept with this person, this can suggest that she is attractive and is seen a sex symbol. The CCTV also may suggest that she is not a trustworthy person and has to be watched carefully.
The unseen character is shown to be rich; this can imply that the woman is only with him for his money. One of the most important editing techniques being used is that Tinie Tempah is in full colour whilst, everything else is in black and white. This technique is to clearly distinguish Tinie Tempah from the narrative; it also makes the music video more attractive and interesting. Everything in this music video emphasises the fact that the unseen character is rich as you can tell by seeing his car, which is used to escort them to his house. His big house also tells us that he is a wealthy person; wealthy people are shown to be powerful and in this case she can’t get away from him. The clothes she wears in the video are clothes that reveal a lot of her body parts, e.g. bikinis, mini skirts and crop tops, this is all to make her look attractive and playful.
The second song I will be analyzing on mise-en-scene, shooting and editing styles is ‘Hyper crush - Ayo’. The genre i
s hype electro. At the beginning of the music video, the shot is recorded on a hand held camera using a tracking shot where the camera follows the action when there is fast paced movement along the narrow corridors. The camera zooms in and out on a group of young guys; this tells the audience that they play an important role in the music video.
Long shots are also used to show the establishment of where the music video is set. There are several close ups of women grinding low, which follows the main chorus of the song. In this music video, there is a considerable amount of flashing lights being shown to emphasize that they are performing on stage.
Mise en scene is a palpable convention in music videos. In a music video settings can be used to manipulate an audience by building certain expectations. This video is set out in a location of a club, which is typical to what the audience would expect to this kind of music gen
re. All the young women in this video are all dressed in hot pants and crop tops, their body language is very expressive as they are dirty dancing, which implies that they want to have a good time and entertain their audiences. High key lighting is used in several scenes to emphasize that it is a late night performance. In this particular music video, there is anxiety and suspense in the beginning shots, the fast paced speed of editing helps determine the mood of what it is taking place. Straight cuts and one jump cut is used to draw the audiences attention.
e analyzing in terms of mise en scene, shooting and editing styles is ‘Swedish House Mafia ft Tinie Tempah- Miami to Ibiza’. The shooting, editing and mise en scene are shown very clearly throughout this video to create an interesting impact which would appeal to the correct target audience. Mise en scene refers to the arrangement of performers and props on stage or in a scene for a production of a music video or any other media text. This particular music video is edited extremely well as it has a lot of cuts and short shots so that it keeps the music video more interesting and attractive. The camera work is an obvious convention in music videos; there’s a meaning behind the entire camera work; all the scenes are shot in a certain way to create a meaning.In the video’ Miami to Ibiza’, the camera work is mostly seen as a hand held camera which focuses on one woman in particular.
The camera focuses mostly on her body parts; this suggests that she is seen as a sex object. The shots from the CCTV camera imply that the relationship between the unknown character and the woman is that it is only a sexual relationship. A series of different shots all edited fastly together show the girl getting into a private jet, and sitting in the plane with a bottle of champagne. The only sound at this point is the dialogue and the music, no diegetic sounds are included. The fast pace editing shows excitement and amusement for their destination. A series of elliptical editing is used when there is a shot of the main woman being strangled which implies that she has to be with this person and that she has no option, it also suggests that the unseen character is powerful and the more dominant one in the relationship. There is a long shot of the woman walking around the house which symbolises that she would want to own a house like that and that she’s satisfied with what she has.
One main editing technique that is being used is that the main camera used in this video is made to look like a homemade video, someone who knows the woman is recording her every move. Some shots are from a CCTV camera; his implies that this woman is always being watched wherever she goes. The CCTV camera scene which is shot in the bedroom shows her getting out of bed pulling her dress down and the bed covers indicates that there was someone else in the
bed which signifies that she has just slept with this person, this can suggest that she is attractive and is seen a sex symbol. The CCTV also may suggest that she is not a trustworthy person and has to be watched carefully.The unseen character is shown to be rich; this can imply that the woman is only with him for his money. One of the most important editing techniques being used is that Tinie Tempah is in full colour whilst, everything else is in black and white. This technique is to clearly distinguish Tinie Tempah from the narrative; it also makes the music video more attractive and interesting. Everything in this music video emphasises the fact that the unseen character is rich as you can tell by seeing his car, which is used to escort them to his house. His big house also tells us that he is a wealthy person; wealthy people are shown to be powerful and in this case she can’t get away from him. The clothes she wears in the video are clothes that reveal a lot of her body parts, e.g. bikinis, mini skirts and crop tops, this is all to make her look attractive and playful.
The second song I will be analyzing on mise-en-scene, shooting and editing styles is ‘Hyper crush - Ayo’. The genre i
s hype electro. At the beginning of the music video, the shot is recorded on a hand held camera using a tracking shot where the camera follows the action when there is fast paced movement along the narrow corridors. The camera zooms in and out on a group of young guys; this tells the audience that they play an important role in the music video.Long shots are also used to show the establishment of where the music video is set. There are several close ups of women grinding low, which follows the main chorus of the song. In this music video, there is a considerable amount of flashing lights being shown to emphasize that they are performing on stage.
Mise en scene is a palpable convention in music videos. In a music video settings can be used to manipulate an audience by building certain expectations. This video is set out in a location of a club, which is typical to what the audience would expect to this kind of music gen
re. All the young women in this video are all dressed in hot pants and crop tops, their body language is very expressive as they are dirty dancing, which implies that they want to have a good time and entertain their audiences. High key lighting is used in several scenes to emphasize that it is a late night performance. In this particular music video, there is anxiety and suspense in the beginning shots, the fast paced speed of editing helps determine the mood of what it is taking place. Straight cuts and one jump cut is used to draw the audiences attention.
Song Research
Song Research:
The song is called ‘Movie it 2 the drum’ by Chuckie and Hardwell. It is the Tech Mix.
This song was first released in 2010 and was produced by DJ Chuckie’s own production company ‘Dirty Dutch Records’. It quickly gained a reputation and big hype in The Netherlands. It is said that “Hardwell and Chuckie combine both their unique styles to bring us a
Dutch House verses Tech House stomper, which will dominate the worldwide dance floors fast.” Move it 2 The Drum with Hardwell is what enhanced the reputation of Chuckie as an enthusiastic and dedicated producer.
His inspiration for starting a music career is when he was younger he watched the early days of break dancers in the streets. He used to live in Surinam, the country where he was born. He became fascinated by the music and the dancers that it inspired him to get into music and make ‘Move it 2 the drum’. One of his music inspirations is Jay-Z because he made something out of nothing. He worked hard and worked smart. DJ Chuckie liked this thought and it persuaded him to take on his dream because if Jay-Z could start of from nothing and become the well-know artist and producer he is now, then why couldn’t he do the same and become someone else’s hero.This version of the song has heavy thudding beats which creates
a climax, which gives a disillusioned feeling and emphasises the electro dance music genre. The beats carry throughout the song which amplifies the tune, making it more likely to stick into the listener’s mind, which acts physiologically to make them want to hear the song again. It has trance elements included in it; these elements create a more dance-able tempo, making the song fit into the dance genre. It also includes various elements of surprise effects and explosive beats. Its unique style pumps the crowd up.
a climax, which gives a disillusioned feeling and emphasises the electro dance music genre. The beats carry throughout the song which amplifies the tune, making it more likely to stick into the listener’s mind, which acts physiologically to make them want to hear the song again. It has trance elements included in it; these elements create a more dance-able tempo, making the song fit into the dance genre. It also includes various elements of surprise effects and explosive beats. Its unique style pumps the crowd up.
The lyrics of the song are limited, there is one phrase sung at various stages of the song to which adds as a constant reminder to the audience. The phrase is “Ah damn girl, I like the way you move it to the drum”, sinc e this phrase is replayed a number of times it makes it easier for the audience to remember. Also the phrase links to the name of the song, also creating an easy way for the person listening to the song to get excess easily through downloading sites such as ‘iTunes’, which makes it easier to gain views and sale. This helps the profit margins and helps the song travel higher in music charts. The lyrics of the song make the audience think of girls dancing sexually, the word “Ah” itself acts as a sexual motif to make the song more likeable with the male gender.
Overall, ‘Move it 2 the drum’ is what started DJ Chuckie’s career and made him popular. From this song he gained DJ gigs in ‘Cafe Mambo’ and ‘Dirty Dutch Pache Ibiza’. He has built a name for himself and it all started with the upbeat tune ‘Move it 2 the drum’
.
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