Music Video Script

Ancillary Texts

ALBUM DIGIPAK 

FOALS

Front Cover 

Back Cover 

1. The main aspects are the complementing colours of beige and blue as well as the mixture of colors that are seen on his face. Plus, the simple sketch of his outline adds emphasis to the front album cover.

2. In terms of audience, this design is directed towards people in their mid teens and early 20's. It is designed to appeal towards this particular age range through the color scheme, font and layout. Also, from looking at the cover, we can see that its aimed at people from an indie/alternative background (shown through the font, colours and layout)

3. From looking at the cover, its clear that the elements of the design are alternative based. It suggests that the artist/band are different from others. Plus, the band are obviously categorised in the indie genre. Also, the obvious messages here are that its centred around their music as the combination of colors are coming from the figures lips.

4. This has aspects that will cooperate with my other two from the style of text and layout of the features that are on both of the covers. 

IMAGINE DRAGONS

Front Cover

Back Cover 

 

1. Both sides of the Imagine Dragons album cover come with various conventions- the boy stationed in the centre of the image is clearly what the audience recognise first. As well as this, is the large expanse of sky with colours of blue, pink and purple hues. 

2. It is clear that the conventions of this album appeal to those who like indie rock. This is displayed through the dark and mysterious colours that are visible in the sky. Adding to that, the brightness and contrast on the cover indicate that this is aimed towards their specific audience (alternative rock).

3. The artist created this design to suggest to their audience that they want to centre their work around emotions and feelings. Plus, what this proposes about the genre is that they focus around alternative rock. Lastly, messages conveyed are that many of the songs on the album are based around a certain emotion- maybe despondence or solitary.

4. The way in which this will synergise with my other album idea is through the simplistic layout as a whole and the vast space on the front cover.   

THE WEEKND

Front Cover

Back Cover

1. The conventions which show in the weeknd's album are the bright and beaming fireworks against the dark backdrop. Together with the large block font placed at the top of the album to make them become more recognised. 

2. Their music genre is a mixture of R & B and soul- their design will appeal to the target audience as they've used appropriate colour schemes and an engaging photo. Not to mention the font style and layout. However, the album does seem to send out an alternative vibe from it's unique features (e.g the spectrum of colours below the album title). 

3. From looking at the elements exposed on the cover, it suggests many ideas about the artist, genre and album contents. In terms of the artist, this demonstrates that the band like to make R&B different from the 'norm'. Plus, the cover subtly shows that the genre is soul/R&B. Lastly, the messages that are distinctly shown are through the 'loud' fireworks in the picture indicating the music as well is loud. 

4. The Weeknd's 'Trilogy' album cover will match with my ideas from the dark and contrasting colour scheme as well as the straightforward layout.

MAGAZINE ADVERT

FLORENCE AND THE MACHINE

1. By looking at this advertisement, its clear that it needs to include things like the name of the artist and album, an image that we can associate that album with, the date of when the album is released as well as additional information that the target audience should know. 

2. Florence and the machine's advertisement for 'lungs' appeals to her main target audience through the creative font and dark colours. Its almost as if she is giving off a mystical theme to her fan base, thus providing them with a taster on whats going to be in her album.  

3. The connotations that Florence and the machine makes clear here is that her album could be reinforcing the emotions behind her songs. On top of this, 'lungs' may convey that many of her singles are vocally based and that she wants send out important messages this way. 

4. This advertisement will match mine from the layout of the text at the bottom of the page and the font style is something which i could cooperate in my own.  

LANA DEL REY



1. Specific feautures that should be included in a magazine advertisment are the name of the artist and album, an image with can associate that album with, the date of when the album is released as well as additional information that the target audience should know. 

2. The album advertisment for 'Born to Die' appeals to the audience through the bright and distinctive colour scheme. By doing this, it causes Lana Del Rey's target audience to notice this advertisement from a far distance as it stands out from the rest.

3. Connotations that are trying to be expressed here are that the songs on the album could have a heated/angry theme from the way Lana Del Rey is standing and looking down towards the camera. She may be applying this theme to her album as it could be the emotion she was experiencing whilst making this album.  

4. Lana Del Rey's poster synergises with my own through the angry/heated theme that is going on also the layout of the text on the page. 

KINGS OF LEON



1. Important information that needs to be included in any album advertisement is the name of the artist and album, an image you can associate the album with, the date of when it's released as well as additional information the target audience should know.  

2. This design can attract its audience in several ways- the layout and image presented can fascinate the audience as a theme seems to be evident. Also, the picture can differentiate itself from other albums on the market as it seems as if its trying to convey a certain message. 

3. Kings of Leon's album implications here suggests that their genre is clearly alternative rock through the unlit colour scheme as well as the out of the ordinary image of the band members faces. 

4. Features on here will cooperate with my own from the uniqueness of the album image also the largeness of the text. 

Music Video Treatment

 SONG

When we were asked to decide on a song for our official music video, it took a while for me to decide on which record to choose. However, from surfing you tube and using other resources, i have finally opted for ‘Things We Lost In The Fire’ by Bastille. 

GENRE

 From listening to the song several times, it appears that the genre is mostly alternative with maybe an essence of dance to it. 

PERFORMANCE

The performance that will take place in my music video includes a maximum of 8 people. These individuals will be required to act out a set of movements and facial expressions. Plus, will at some points, lip sing in time with the music- this means that the people involved will have to learn the lyrics from memory.

CINEMATOGRAPHY

Personally, i see cinematography as an important aspect of a music video, therefore i have put a lot of thought and consideration of how mine is going to turn out. Certain fascinating ideas that i have thought of so far is by having the frequent use of split screen into 2, 4 or 6 parts which could either include faces, locations or random images. If i were to involve this i could film it in a way in which the people in my music video could interact with each other. Plus, the people who are in specific sections of the split screen could move in alternating parts in relation to the beat. Lastly, another feature i will include are recurring cuts between different and random takes. 

SPECIAL FEATURES

Whilst asked whether to use special features or not, i made the decision to not include it in my official music video as my ideas are based around simplistic editing and cinematography. Although, in the editing process i may change my mind if i wanted to make the film more interesting. However, this depends on if i am confident with any editing software that i may encounter.

PROPS

As this comes under an alternative genre, the props i will use are going to be interesting and unique towards the audience. Examples of props that i will use so far are different colored balloons, fireworks, glitter and holi powder. 

MAIN SET

As discussed in other sections of my treatment, my main set locations are going to be in a variety of places. Firstly, some shots will occur behind a white back drop. While others are going to be outside like in a wood or a field. Plus, some shots will be inside during parties etc. The main importance of my locations are that they suit and fit the track.

WEATHER

In terms of the weather, i envisioned my music video to have different forecasts. For instance, a few shots of rain, some with sun and some where its cloudy.

GENERIC CONVENTION

The many generic conventions which will be added to my music video are props and people that can be identified or classed as alternative/indie. For example, the make up and costume can be seen by the audience as unique or different. Adding to that, the shots can be of random images- this appears frequently in alternative music videos.

RISK ASSESSMENT 

Risk Assessment will be important particularly during filming months, therefore i will limit the risk posed on any individual taking part in my music video.

DATE AND TIME

 I believe that the filming period of my music video will take place in the late october/ november months of 2013.



Beginning Steps Of Video Planning

The Beginning Steps Of Video Planning

Genre Focus 

Once we were asked to consider a genre in which our music video would be revolved around, the first thought that came to me was dance. This convention involves music composed specifically to facilitate or accompany dancing. It can be either a whole musical piece or part of a larger musical arrangement. In terms of performance, the major categories are live dance music and recorded dance music.

Although once I thought about this idea on a deeper level i believed that combining both genres of alternative and dance would be interesting as both have many similar aspects. Indie/alternative rock is a genre that originated in the United Kingdom and the United States in the 1980s. Indie rock is extremely diverse many with sub-genres which include indie pop, jangle pop and lo-fi.

Whilst brainstorming and working out what i could do with my ideas so far, i began to consider that electro pop could be appealing as a music video too. Reasons why this took my interest and fascination is purely because its probably the most listened to music by me as proven from itunes. Electro pop is a genre of electronic dance music directly influenced by the use of drum machines and funk sampling.




Chosen Genre:

Music Videos:

Swedish House Mafia-Don't You Worry Child 

In Swedish House Mafia’s ‘Don’t You Worry Child’ music video, the first few shots show strobe lights all in a different array of colours- this is how the audience identify the dance music genre as its mostly suited for nightclubs or festivals that occur during the evening.  

As we continue, the video also shows a huge cluster of people. We expect for this to appear in dance as huge festivals and crowds are what we associate with it. Plus, the shot as a whole highlights how vast amounts of people enjoy and relish the genre.

Half way through 'Don't You Worry Child' we see the screen being split in half, almost as if the image reflects on itself. This technique mirrors the dance genre as it makes the shots in the video appear oversized which is what we would expect at a dance festival.

Just like i mentioned above, they use the same effect here evidently making the crowds look bigger which matches the loudness and intensity of the genre.

Avicii vs Nicky Romero- I Could Be The One

Another common factor which can be found in dance music videos is a story line shown in Avicii's 'I Could be The One'. As this video progresses, the audience begin to identify that the lyrics match with whats happening in the story. For instance, the plot in this is about a women trying to escape from her hectic lifestyle- this could possibly illustrate the lyric 'i could be the one to set you free'. 

Like above, this image is a visual of the lyrics 'i could be the one to set you free' as it contrasts to her life in her office. Its obviously what the audience would associate with being 'free'- blue skies, tropical islands, colourful plants and a clear blue ocean. 

Just like every dance video, a shot of a party has to come into the equation. Aviici and other music artists include this because its what coordinates with the beat and rhythm in dance music. Also, making the audience recognise the genre of the track. 



Calvin Harris- I Need Your Love ft. Ellie Goulding

Another popular dance music video- I Need Your Love By Calvin Harris and Ellie Goulding. As this video begins to progress we can see short takes are a common occurrence. This seems to be a pattern in many music videos as the cinematography must suit the rapid beat. 


Common Dance Artists

Swedish House Mafia:  

Keeping it brief...

Swedish House Mafia

Swedish House Mafia was a Swedish electronic dance music trio consisting of three house disc jockeys and producers: Axwell, Steve Angello and Sebastian Ingrosso. The group officially formed in late 2008. The supergroup placed at number ten on the DJ Magazine Top 100 DJ Poll 2011 and have been called "the faces of mainstream progressive house music." 

Releases:

Swedish House Mafia Song Titles 

One (Your Name)

Miami 2 Ibiza ft. Tinie Tempah 

Save The World

Antidote ft. Knife Party

Greyhound

Don't You Worry Child

Calvin Harris 

An outline of the artist...

Calvin Harris

Adam Richard Wiles, better known by his stage name Calvin Harris, is a Scottish DJ, singer, songwriter, and record producer. His gold-selling debut album, I Created Disco, was released in 2007 and contained the top-ten singles "Acceptable in the 80s" and "The Girls". His second studio album, Ready for the Weekend, reached number one on the UK Album Chart and includes the chart-topper "I'm Not Alone", the UK top-five hit "Ready for the Weekend", and the singles "Flashback" and "You Used to Hold Me".

 Releases:

Calvin Harris Song Titles

2006-2008: I Created Disco

2008-2010: Ready For The Weekend

2010-Present: 18 Months

Demi Lovato 'Heart Attack'

Demi Lovato- Heart Attack

Released: 9th April, 2013

Genre: Electropop

Lyrics and Visual Relationship
As the video progresses, it supports Goodwin's theory from the strong link between lyrics and visuals. This is presented in a variety of ways:

"Puttin' my defences up"- Whilst Demi conveys this line to her fans, she is shown fiercely staring into the camera whilst sporting dark/grungy make up- this enhances the fact that no one is allowed to mess with her and explains the meaning behind the lyric clearly.

"I think I'd have a heart attack"- As we continue further, Demi sings this lyric whilst the song hits its peak. In the video, a vast explosion of dark paint hits the screen which is expressing the emotion behind her lyric and makes it appear as if she is actually having a 'heart attack'.


Music and Visuals Relationship
The link between music and visuals is also evident in 'Heart Attack':

From the image above, there are lights on the ceiling whilst Demi is shown performing with her band. Once the beat and tempo alters, the lights flash either on or off depending on the speed- a clear relationship between the music and video which conveys Goodwin's theory.

As i've mentioned previously, a dark and gothic paint plunges onto the screen as the volume of the song increases. Plus, it happens when the music enlarges in tempo and speed.


Close Ups and Star Image Motifs

Clearly from the gothic images of Demi Lovato shown throughout the video, it seems that, as an artist she is trying to show her fans that there is a truer and darker side of her which she wants to reveal. If we compare this to Demi's previous work, we can see that she is trying to inherit a more mysterious and gothic image- maybe to suit her fan base as they are growing up. Moving on from this, we can see that there are motifs in this music video. For instance, the use of dark paint are recurring which could be an important message to her fans.

Notion of Looking 

In my opinion I believe that this video goes against the 'notion of looking' and how men dominate women in music videos. This is clearly shown through the strong imagery and the severity of the lyrics. Plus, it seems that the video conveys Demi as an individual and its clear that she wants to be seen as herself and not as an object to the opposite sex. 

Intertextual References

In terms of intertextual references, there appears to be no sign of this theme in Demi's previous music videos signifying that she is trying to build a new persona for herself.

Performance based, Narrative Based or Concept Based?

From further analysis of the video it appears that it has elements of performance based and some concept based.

Performance:

Concept: