Research: Similar product research 14, Locations

Locations from Lauren Sharpe

Research: Similar product research 13. Jamie Lawson 'I Wasn't Expecting That' editing.

How this research has influenced my planning:

• I really like the editing technique which involved disguising the jump cuts with the movement of the sheets over the camera. 
• I also like the slow transition of the record to the firework which I may be able to re-create in the editing phase of post production on FinalCutProX. 

Research: Similar product research 12. Costumes and make-up for our female lead

Taylor Swift, 'Back to December':
I really like this costume for our female lead because the woman in the video is represented as being very casual. The 'Star Image' which is created is that of someone who is spending the day relaxing with someone that she feels completely comfortable with and therefore does not feel the need to wear extravagant clothing or heavy make-up. This representation is exactly what we want to create for our female lead as she must look completely at ease with her lover. I think it is also important that we do not use clothes which appear unattainable to people of lower and middle class background as it is imperative that the target audience is able to relate to the characters in the music video.

The use of loose fitting clothing e.g. the plain white vest top and cardigan is symbolic of her complete comfort. The woman is therefore represented as being confident in her body and not continually striving to impress for self worth. We would like the audience to recognise these qualities in our female lead because this would imply that our star treats her very well within the relationship.

 Taylor Swift, 'White Horse':
Once more cardigans appear to connote a person who is finding comfort. In the context of this video the woman has just suffered heartbreak. In popular culture, women are often represented as wearing large unfaltering clothes following a break down of a relationship. We do not want to create this representation and therefore instead of choosing dark colours for our female lead we will chose lighter colours like pink and white (shown above). However, I really like the woman's hair in this video. The stylist has chosen to make it look effortless and casual.

I prefer the hair style in the video I have shown previous to this one. Although I like the curls, they seem a lot more controlled and I think I would like to create a messier curl which starts from the roots. However I do like the fishnet dress on top of the white vest top. We are using a beach location for some of our music video and I think that this classic beach look harmonies well with the colour of the sand.

Selena Gomez, 'Kill em' With Kindness':
The woman represented here appears of higher class compared to the women in previous videos. Although most radiated a sense of 'normality' that people could relate to, Selena Gomez is represented here as a extremely fashionable celebrity which isn't the representation I would like to create.

Selena Gomez, 'Good for you':
I will definitely use a white T-shirt very similar to this one as it will be easy to attain and also very inexpensive.

Laura Mulvey's theory of the 'male gaze' is highly relevant in this music video. Although Selena Gomez is wearing a large T-shirt which is not accentuating her figure she has managed to sexualise the outfit by choosing to include no trousers in her costume. As well as this she also has wet hair. This technique is often used to imply sexual desirability. It can be argued that Selena Gomez has chosen this outfit in order to attract a male fan base although I believe it is healthy to express your sexuality if you feel comfortable and you enjoy it.

I also like these ripped jeans. As well as being a fashion trend the rips may also connote a carefree attitude. Once more, the models hair is down which is beginning to appear as the ideal way to imply a relaxed manner.

The Vamps ft. Demi Lovato, 'Somebody to You':
I think this outfit would look very good in many of our outside locations as the cardigan Demi Lovato is wearing would blow dramatically when the wind blows.






How this research has influenced my planning:

• Costume for female lead: jeans and plain top. 

Research: Similar product research 11- James Bay 'let it go'

The establishing shot displays a numerous amount of props. The cigarettes show someone perhaps plagued by addiction who is possibly using it as a vice in order to escape emotional turmoil. As the video and song lyrics progress we discover that the male protagonist is singing about a  tumulutous relationship. Because they are creating a mess on the table top and have not been cleared away, we can suggest that this is symbolic of his current emotional state as he is unable to focus on anything else but his troubled relationship.  The dying plant and peeled away wallpaper symbolise the decaying of a once fruitful relationship. I really like this use of Mis-en-scene as it introduces the sombre mood of the song and video immediately.



The low key lighting of this shot further connotes the depressed mood of the singer. The camera slowly tracks forward while the singer remains almost motionless. There is something very unconventional about this movement of the camera because as a viewer it made me very aware of the use of the cinematographer.







As the camera continues to track towards the singer they appear to be walking to the right which looks as though the person is hiding. This further implies that someone may be watching the singer. The use of just one shot to film this tracking from the establishing shot and eventually to the singer makes the video feel very real because it doesn't appear edited or manipulated. Therefore we connect emotionally to the singer.

 The camera continues to track forwards until the singers face is shown in a medium close up. We know that the the room is cold as we can see the singers breath condensing. Again, this makes the video appear very realistic. The low key lighting creates shadows on the singers face which is symbolic of his low mood. He then begins  singing 'i was sleeping near the edge'. This lyric represents a change in the relationship as before the lyrics were reminiscent of a happier period in their relationship.

At 0.57 seconds into the video there has still only been one shot used. The camera slowly pans to follow the movement of the singers head as he turns it slightly to the right. I believe that this connotes that everyone of the singers emotions have been documented in this song as we are able to follow his actions very closely as well as his thoughts. The singer wears all black and is therefore represented as being in a depressive mood.  Dyer suggests that a 'star image' is always created and in this case a very mysterious and clearly emotionally damaged man is presented to us.

When there is eventually a cut it is disguised as the camera pans down to the singers black leather jacket and then upwards again, from the same place. The setting is the same although it is an earlier time of day so we are aware that time has passed. This shot captures James Bay's signature hat which he very frequently wears which helps him to create a 'star image' and make jim recognisable.





As the lyric 'slamming doors' is sung, a new prop is introduced to the Mis-en-scene in the form of fire. This is an example of Goodwin's theory that there is always a relationship between the song and visuals as the fire is symbolic of rage and violence being suddenly introduced into their relationship as it was the video.






The audience can actually see the singer thinking here, as he looks down appearing in deep thought contemplating the relationship.

As he begins to sing though he looks up again. The lyrics are 'if this is all we living for' which is not sung into camera so we assume this is an internal thought. As he begins to sing 'why are we doing it, doing it, doing it anymore' it is implied that he has had a moment of realisation.

Once more, the second cut in the music video us disguised by panning to his jacket and then up again. The lyrics also link to the visuals as James bay sings 'how refections change' to his literal reflection which implies he is re evaluating himself and his relationship.

 The Mis- en scene appears to have slightly changed here and the audience is reminded that a lot of time has passed which shows his lengthy contemplation.

 There is then a cut to an arc shot which is symbolic of his thinking. The ASL has very noticeably decreased now and I think this is because his contemplation is over and he has finally decided to escape the destructive relationship.

The spreading fire is once more used as a symbol of an out of control relationship which he is trying to escape.

Over cranking is used for dramatic effect and to emphasise his difficult decision to 'let it slide' as he refers to ending the relationship through the lyrics.

At the end of the song it is ambiguous as to whether the two have reconciled or whether they have ended their relationship. Both could be symbolised through the driving away from the fire as they have left their troubled past behind them. James bay sings 'let the ashes fall'. Ashes usually symbolise death and destruction which could suggest the end of a relationship.




This video breaks conventions as there are only 22 shots throughout the entirety of this music video. The ASL decreases as more action is filmed.

How this post has influenced my planning: 

• Showed me how to make singing into camera very interesting with different camera movements especially panning and tracking. 
• Use under cranking which will be added in editing (post-production)
• Use symbolism (Barthes) to create meaning (e.g. the fire in James Bay 'let it go'. 
• Sing into camera for important lyrics that you want to emphasise as being current thought of the on screen characters. 
• We will lower the light intensity levels on FinalCutProX in post-production. 

Planning: Synergy and star image

Synergy: 

Throughout our research we have seen a lot of darker and less actively stimulating colours used in music videos which may relax a viewer. Therefore we have decided that we will use these colours as it appears conventional to the genre. 

I think that the colours best suiting the song would be calming colours. 

After searching 'calming colours into the internet search bar I found this: Which suggests that blue is a calming colour which will stimulate thought. I think this important as our music video will recognise Blumler and Katz's theory that the audience are active recipients of the media and will therefore recognise symbols and connotations to develop their own interpretation of the video. Our music video will include social comment and intertextuality and we would like the audience to appreciate this. 

I think that if we use text in our music video it should be the colour blue. To create synergy throughout the music video and digipak this colour should then be associated with the artist. 

These are some connotations of colours. I really like the Teal and also believe that the song is very sophisticated and creates a serene atmosphere when played. I also like the darker colours as I have seen these colours frequently in the Mis-en-scene of the Pop Acoustic music videos that I have watched. 

I believe it is an asset of the Pop Acoustic genre that people feel relaxed and at ease listening to it. Consequently it is important that we take advantage of the colour blues calming affect on people. 

Beginning to create a media production identity: 

I found that red is one of the most stimulating colours. Therefore we have decided to use red for our production logo, this will be used on all merchandise for our star. Our production company name will be 'Imagery'. 

Creating a star image: 

I associate guitars and pianos with the Pop Acoustic genre. 'Wake me up' includes instrumentation in the form of a piano so we would like to take advantage of this like John Legend does in 'All of me' as the video frequently cuts from shots of him and his wife acting to demonstrate the love concept to him singing into camera and playing the piano. This makes John Legend appear as though he is reminiscent of memorable times spent with his wife which is a concept of love that we would like to create. 

Research: James Bay digipak

On the promotional poster for James Bay's tour he is once again captured wearing his signature hat which enables his to create a recognisable star image. This informs me that perhaps in order to create synergy within our campaign to introduce a new artist, our singer should have something which is constantly part of his costume like James Bay and his hat which remains the same style with small variations e.g. colour. I really like the simplistic font used for 'James Bay' this Sans serif style appears to be a common code within the Pop Acoustic genre and makes the artist name stand out against the page and become very eye catching.

This magazine advert includes the name of the artist in large and very clear san serif font. From this advert I can see that it is conventional to include the name of the artist at the top and centre aligned with the name of the tour (or album in our case) also central and beneath the artist name so that this feature stands out first to the reader as this is the name we are trying to launch and become nationally recognised. White is used for all of the font on the magazine advert so that it is clearly visible against the dark background. From my previous research I know that darker monotone colours are frequently used in the Pop Acoustic genre and this is also a convention abided to in magazine advert, logo, album and merchandise which have all used very sombre colours.

I like the way that two variations of white have been used, a brighter white to emphasise the important details e.g. the name of the venues which is centre aligned and the album name which is left aligned.

A natural setting has been used for the shoot with minimal light other than the obvious block of light coming from the doorway. James bay is turning to his left, looking into camera and slightly left of frame.

Four fonts have been used on this advert for a wide variety and added interest which is something that we will try to include on our magazine advert. The use of different fonts helps the consumer distinguish between the different types of information.

James Bay's signature style has also enabled him to create a logo which allows him to formulate an recognisable brand for himself. I really like this idea because it means that when people see this they will be reminded of the artist. The style of the logo also contributes to the creation of James Bay's 'star image' as it is a very simplistic but very cool looking drawing against a black background. I think this perfectly represents the genre. The logo is also pictured on the tour poster which creates synergy.

The album cover has the same image as the tour poster. This helps create synergy throughout the singers campaign. I would possibly like to do this as it makes it easier for people to make a connection between the album and the tour on first glance.

However, a different effect has been applied to the image in editing and the name of the tour is featured in gold. We will include distinguishing features like this to add interest while still maintain gin synergy.



The design for the back of the digipak is also very simplistic.

The hat is pictured once again on the back of the album cover and therefore it will now be recognisable to many people. The hat will soon be a well known symbol within popular culture.

The track list is featured on the back of the album which is a convention of a digipak, the track list is also centre aligned.

Another convention of the digipak is also the bar code and the institution.

The logo which is seen on the album cover and tour poster is also used for merchandise. This makes the merchandise appear official and also will connect the fanbase.

Research: Costumes of Pop Acoustic artists

Costumes of Pop Acoustic artists. by Slidely Slideshow

Research: Institutions - Spotify

Spotify is a music streaming service that charges their listeners £10 a month for subscription. 

Spotify  plays the global charts and also UK charts. This means that they appeal to UK audience as well as expanding to a global audience.

They also offer a 'Genre & Moods' section. This allows people to explore specific genres e.g 'Pop, Pop Acoustic, R&B etc.' So that they can target people specifically. Moods are also offered such as 'Relax' to increase Spotify listening as they offer songs for every mood.

They are even able to target people individually. Making everyone's Spotify experience different.

They have a very large amount of subscribers who pay.

With a large collection of songs to make sure they target the widest possible audience.

 Available in a large number of countries.

This is a person who reaches young adult around the year 2000. Therefore most listeners are younger people. 

The most streamed artist is the singer of our song 'Wake Me Up', Ed Sheeran. This means that if our artist were to be launched he would be extremely popular on Spotify perhaps because of love for the Pop Acoustic genre.

 Our genre is the most streamed.

More Spotify users are female than male.







We could definitely launch our star and music video on Spotify because the institutions consumers are mostly millennials (72%) and mostly female (55%). Our music video will be aimed at women as the song and narrative are very romantic and the age of our target audience is 16-21 years of age.

Also the most streamed artist on Spotify is Ed Sheeran which suggests that most of the users are fans of the Pop Acoustic genre and therefore our music video would obtain a lot of listeners on Spotify.

However the streaming site is quite expensive at £10, although it does offer a £5 discount for college and University students that make up the majority of our target audience.

Planning: Todorov Theory

Tzvetan Todorov's narrative theory suggests that all narratives follow a three part structure where they begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when equilibrium is restored.

This theory is something we will have to consider when creating our music video. However if  our music video is concept as well as narrative the structure will not be as rigid. While analysing our song 'Wake Me Up' closely I cannot see a definitive moment where the equilibrium is destroyed. Therefore although the video will follow and show the couple enjoying each other and experiencing different location it will be more of a concept video focusing on love. 

Research: Editing

Rhiann is the other member of my group and has analysed John Legends 'You & I'. Upon reading this post together we decided that we liked a particular editing technique which involves a series of jump cuts edited together with fades. We think that we are going to use this editing technique in our music video.

The female lead begins walking into camera, however she slowly begins to fade as shown in the image below. Instead of having the actress walk straight into camera, the slow fades give the impression of a lot of time passing, although extremely slowly.

I think the connotations of this would be highlighting the fact that all women are subject to the heightening of beauty standards and because of this many spend a lot of time in the mirror making themselves comply with these standards.

Although the concept of this music video suggests that although this woman may spend hours making herself into the ideal, all women are beautiful regardless. This use of lighting to brighten her face shows her natural beauty.






I really appreciate this editing technique as I think it adds interest to what could have been just an ordinary walk into camera. In the context of our music video, the singer of 'Wake Me Up' sounds infatuated with his lover. Therefore we could use this technique to imply that the singer is slowing her movements down in his mind in order to admire her beauty to the fullest of his capabilities.

Research: Similar product research 10, Taylor Swift 'White Horse'

This video begins with diegetic sound in the form of a conversation between two estranged lovers, one of which has been unfaithful to the other. The male love interest says 'can you give me another chance' to which Taylor does not answer. This sets up the emotional journey that this woman will go through in order to decide. This breaks the conventions of a music video however while doing so makes the narrative of the video very clear. The establishing shot shows a window with rain during from outside. This foreshadows the heartbreak which will follow in the video and also implies the sullen mood of the protagonist.

The lighting in this shot has enabled the cinematographer to create a lot of shadows which further implies the depressed mood of the protagonist. The audience notices that this will not be a video to make them happy but instead one that will make them feel sympathy for Taylor Swift's character. The costume choice also contributes to the narrative as she is wearing a loose fitted grey jumper. The representation created is that she is dressing for comfort because of recent heartbreak. Clothes often suggest mood, for example is a woman is feeling confident and happy she may wear a dress, the opposite representation is created in this music video.

A flashback is then shown on the screen. The audience can see from the increased lighting and change in costume (the protagonist is wearing a lighter coloured dress) that this part of film is from a happier time in their relationship. The closeness created by the tightly framed two shot implies that they are in love. I think I may use a shot like this in our music video has it symbolises a loving relationship.

This medium long shot I believe shows that the two lovers are in their own worlds oblivious to outside judgment but merely enchanted by their mutual love. This is shown by the distance and lower angle of the shot as well as the fact that the characters are not looking into camera. Therefore this shot captures an intimate moment. The shot begins in focus and then blurs out. This could possibly further represent the intimate and private moments of their relationship that are just for them.

I really love this medium close up shot which displayed the hands in the foreground of the photo in shallow focus and blurs the background (the two lovers). I think this is symbolic of their current closeness (e.g. the intertwining of the hands). However the fact that the male character is more blurred than the female and placed further in the background could suggest a one sided relationship.

However the narrative changes as the dietetic sound is heard once more. The shot shows one of the protagonists friends saying 'There is something you should know about him' after this the diegetic sound ends and the singing continues. We can see the two having a visible conversation as the protagonist eventually looks devoted. This shot marks a change in the narrative and the song as the flashbacks are greatly reduced and Taylor Swift sings 'maybe I was naive'. Which signals her changing mindset.

The protagonist is filled with emotion as we can see from this close-up. She looks out of the window and appears to realise that she has to let this relationship go as she sings 'I'm gonna find someone someday who might actually treat me well'.

The diegetic sound from the beginning of the video as the male love interest repeats 'can you give me another chance'. In response to this the ASL decreases and the viewer sees flashes of shots which we assume is her memories with him. The protagonist replies with 'no' and the audience therefore rejoices as we witness a woman regaining empowerment and control.

How this researched has influenced my planning: 

• This researched post has shown me how to successfully break conventions using diegetic sound. 
• I will re create some of the close up shots in the video which is useful to show romantic relationships.
• Use jumpers to symbolise loss of will. 
• To use a montage of shots with a shorter ASL at the end of the video to show memories tormenting the mind.