I was given feedback on my initial idea for my narrative, my music video and website so that I could improve my work and get a second opinion.
Initial Narrative Idea Feedback: Review : Ms Blackborow (Media Teacher)
WWW:
like the intertextuality idea
narrative is clear and can be easily shown through imagery
fun and creative
EBI:
need more outside/ alternative settings
don't over-complicate things
Using this feedback I changed the movies I was going to be intertextural with in order to incorporate more outside settings in order to properly meet the brief.it is also after this feedback that I decided I wanted to break the fourth wall and give my video more of a homemade look, as not to over complicate things such as my mise en scene which I would never be able to get perfect and so rather than go for the perfectionist route and fail I went with a more homemade approach that in turn added layers to my artist, his performance and meant I could add more of the artist character and ethos into the references. It also makes my artist seem more fun, chilled. The addition of the visible 'stage crew' into the music video also added humour as well as making my music video topical (mental health).
Edited Performance Bed Feedback:
Review 1: Ms Blackborow (Media Teacher)
WWW:
disjuncture in editing is nice- cuts to the beat and then doesn't and soaudience can't predict whats going to happen
good energy throughout, which is built on
lip sync matches up
EBI:
moving shots are much darker than the set ups
is there a better way to reduce the audio down to 3 minuets
edit is a bit choppy at first
There wasn't much I could do in terms of the darker shots and so have to cover them with narrative later on. I did find a better place to cut the audio which meant that there wasn't a distracting cut in the audio. I also slowed down some shots to make the editing less choppy in places.
Review 2: Simon Silver (Friend- 17 year old)
WWW:
really fun energy
outfit looked cool and added to the performance
didn't get bored
EBI:
certain shots are much darker than others
Review 2: Miceala Perrot- Barnaby (Sister- 22 year old)
WWW:
artist came off as happy, fun guy
energy kept going throughout
editing was well timed and meant my eyes were never bored
EBI:
not sure if I like the fast choppy cut used at 0:28
This feedback is from individuals on both ends of my target audience( 16-25 year old and male and female opinion). It is important to listen to what they both think. So I removed the choppy cut at 0:28 and covered the darker shots with narrative.
1st Music Video Feedback Review : Ms Blackborow (Media Teacher)
WWW:
the narrative is fun, clear and made me laugh
the intertextual references are recognisable
edit is good
nice framing and shots
dynamic locations
the inter cutting sequence is smooth
EBI:
remove certain shots that could be seen as unprofessional for someone signed to Sony
remove unnecessary shots
grading needs some work
work needs titles at start and a link to the website at the end
make sure all three main narrative chunks are given equal time in the video
2nd Music Video Feedback (post colour grading):
Review : Ms Blackborow (Media Teacher)
WWW:
fixed pints from last review
EBI:
make sure colour grade is consistent throughout
work needs titles at start introducing artist and song name
link to the website at the end
Website and Social Media Website:
Feedback from Media technician Emma and Media Teacher Ms. Dymioti:
I have been inspired by the online presence of artists such as Billie Eilish, Taylor Swift and Khalid (who is signed to Sony Records - gives me an insight into what Sony's artists bran image is portrayed). When looking at their websites and social media pages, I was engaged by the interactive interface, variety and abundance of content, and the clear branding through colour, fonts and imagery.
I can see how they have used codes and conventions of pop artists websites effectively. They all have a consistent colour scheme and use a recurring font, they all have moving pictures and videos to create an interactive element, and their platforms are all digitally converged to encourage audiences to view all their digital platforms.
Website Research
Codes and Conventions:
Website menu bar and embedded social medias:
Industry details, conventions and contact:
Detailed Analysis of a Website
Detailed analysis of Khalid's website and social media presence and how they are formulated to form a constant cross-platform brand image, synergised online presence and attract traffic onto his website and social media platforms. Shows how important it is in creating a star image and making sure it is properly conveyed to the audience. The push to sell merch and tour tickets is relevant as it means they will become an asset to the record label and also increase their own profits. The brand image is extremely important for brands trying to sell content that relates to the artist
What you first see when you open the website
Analysis of website as a whole:
Khalid's Social Media:
This research showed me the conventions of a website within the pop genre. The main take away is that there should be a push to sell tour tickets and merch across all platforms, that you have to sell the brand and that the branding has to be constant across platforms. My website needs to engage, inform and be interactive. I need additional content to sell the artist and keep fans engaged.
Other influences/thing I noticed from research:
Selena does interactivity really well on her website in order to create a fan community and to allow fans to feel like they are interacting with her.
On the menu bar there is a section called Community and it takes you to a forum. Questions are asked by the 'artist' and fans answer them. The questions relate to her new music and makes her star persona come off as an artist that cares about her fans.
She also has a email update which fans can sign up to. Allows them to get exclusive, constantly updated news about the artist and so makes them feel like they are part of an exclusive community.
She also uses the fan base name 'Selenator' and a call to action to sign up. Fan base name creates a community and makes fans feel involved.
The website also has photos that fans can use on their social media. Promotes the community and star and also makes the artist and music become part of the fans identity.
I looked at a range of pop artist websites when completing my research in order to understand conventions as well as see which parts I liked and I could use in my own website:
I liked the synergy on Taylor Swift's website. It promotes the album through repetitive use of the cover. Her branding changes as album changes so the repetitive branding is important to make it distinct.
Decided on a scroll website as conventional and easy to navigate.
I liked the instant reference to the music video on Ed Sheeran's website which is used to direct traffic to the music video. I liked Ariana Grande's interface which is in strips and cover the whole page. Also means the sections are clearly defined. I liked the layout of merch on Rex Orange County's website.
I liked how Shawn Menedes's website had a huge push to sell music, which is conventional.
Planning
My social media and website all need to be digitally converged and I want a consistent bran image.
For this need to use similar images, fonts and colour scheme across the website. I will use my album cover across all platforms to promote it and to create synergy.
Audiences want:
-a sense of community
- to buy artist related items
- share content
- find out more about the star
- win stuff
- feel close to the artist - sponsorship -charity partnership
I will included extra audio-visual content such as a BTS (behind the scenes) video from making of video. I will include this in order to keep fans engaged. Ideas for extra audio-visual content:
- photos of me in my merch Artists wearing their own merch:
- an interview
- song association with ELLE - buzzfeed- two countries snacks taste test
- competition that engages people on Instagram- by using hashtag and getting them to post about artist or related content
- information about easter eggs in the video
- sponsorship
- social media
- dance tutorial
- interactive - news - BTS
I will do a video of Song Association to entertain and make audience feel they know the artist in a laid back environment. Also gives fans small snippets from the artists life. Conventional for artists to do this to promote new songs.
Behind the scenes video gives fan extra, elusive content from the music video. Generally put to the same music as the music video. Gives audience feel of exclusivity and makes them feel like they are close to the star- seeing the real them.
Inspired by the Ariana Grande 'Thank You Next' behind the scenes, which gives insight into the production of the music video, message behind the video and off camera moments of the star where she is seen 'being herself'.
I want images of me wearing my merch. I want my merch to be yellow to promote my brand as someone that is compassionate and promotes charities. Yellow because of #HelloYellow campaign by YoungMinds UK.
I will have Headspace as a sponsor as they are an app focused on mental well being focused on medidtaion. Goes hand in hand with my artists charity partnership. Meditation is also becoming a lot more popular again in the younger generations as people become more stress.
I will create a constant theme on my website in order to create a constant brand image. I will use my single cover as inspiration for font, colour and imagery. I want to push my music and so using this font, imagery and colours across my website I will be promoting my single when they are on my website, in an effort to sell music.
My album cover
So I will use lots of black and white on both pages of my website to create synergy. I will use imagery of the stars, repeated use of the album cover and use of the image from my album cover as my main page background. I will also use lots of yellow and red/ pink, like that used in the stars. I like the drawn on effect of the stars and will use this effect on other images on my website.
My website plan:
What I want to include:
scrolling website - inspired by Khalid and Taylor Swift
lots of extra audio-visual content
clear link to social media platforms
clear brand image,star identity and ethos
push to buy merch - calls to action
have a fan base name - inspired by Selena Gomez
interactivity, such as comment section - Selena Gomez
Interface:
in strips - Ariana Grande
main colour scheme is black and white- yellow and red re occurring throughout
lots of images of artist - create star identitiy
use album font and one other throughout
interactive
My flat plan:
I created a flat plan mock up using existing features from existing pop artist's websites:
links to social media
Menu Bar for easy navigation
menu bar follows you down page
large image of artist -single cover, with name of artist -strong identity and establishes artist
push to buy music
repeated album cover
music video - Ed Sheeran and Shawn Mendes - instant big push to watch video and buy music
News page - fans feel informed and engaged
keep up to date with artist
could have : meet ups, nominations, projects, collaborations etc
Merch shop
in blocks
when click on merch it expands
merch related to artist - promotes artist and makes fans feel connected
certain percent profit goes towards charity
Tour
touring UK- UK artist
free download of single with tour purchase
vip tickets
link to ticket seller website
sign up to newsletter- fans get instant news
community
link again to social media - cross platform convergence
Industry context -Sony music copy write
My linked second page:
An About page,which will contain extra audio-visual content and my Instagram social media stream. I want a community section and bio for my artist- start with this as especially relevant to about title.
name of artist - strong brand identity
social media link -convergence
link back to homepage- easy access
Bio
learn more about artist
informed and engaged
make the artist into a real person - down to earth brand image
main lyrics of song going across page to tie in my song on the second page
video - interview
learn more about the artist
intertextuality with well-known commercial platform e.g Vogue or ELLE... - big brands show my artist is respectable established
fans can get to know my persona in more detail
presents artist as caring
inform audience
link to merch - push to buy
images of my artist in his own merch
present merch in interesting way
push for people to buy the merch
videos - BTS, Song Association with ELLE and Buzzfeed taste test video
allows fans to see my artist in a natural environment ,being themselves- fans feel connected
exclusive content
Instagram feed - directs traffic to social media
has exclusive, unseen photos and footage.
partnership with Headspace
exclusive promo code for deals when buying the app
information about the app and link to app website
video -dance tutorial by Oli Orsen - Hand Jive from Grease Prom scene
fans go back and watch and dance along
fans are engaged and learn something new
something that they show off to friends etc.
feel connected to artist
easter egg- the hand jive
have video showing my version and original from Grease
Competition- post on Instagram with #orsoner and all the intertextual references you can see in the video
encourages fans to go back and re-watch the video
get fans to act as prosumers, they promote your content
shared hashtag creates community
Fan base name encourages community
link to social media
industry context - song copywrite
Social Media:
Want to include:
twitter
Instagram
synergised content through imagery, content and
link to website in bio
promoting the album, tour and merch
make personalised to artist- show artists personality through use of Gifs on twitter and more personal images on instagram
preview into projects
same handle on both platforms
converged and synergised
Overall this has helped me figure out the codes and conventions for pop artists websites and social media pages. My research has given me ideas for content and made me realise how important it is to sell the artist not just promote merch. The way to do this is use fonts, images and colours to suggest certain things about the artists personality and use this across all platforms to create a synergised, converged brand that appeals to out given target audience. I want to direct traffic to my website and social media and include additional audio-visual content so that fans are engaged, informed and buy into the artist's brand.
In order to plan my music video, I first researched and analysed existing music videos to see the conventions and styles of pop music videos. This helped me develop my ideas for my music video while making sure I was being true to the pop genre by making sure my video adhered to the conventions in order to anchor representations about the star identity and ethos.
Analysis of George Ezra- 'Shotgun'
The music video uses disjuncture in its editing so that the audience can't predict what is going to happen next and so keeps the audience interested. Conventionally the music video is focused around the artist. Instead of focusing on a narrative, the music video is performance based. It is more unusual but not unconventional. The simplistic video allows the audience to focus on the artist and the lyrics as the video offers little interpretation of the lyrics. There are also subtitles which suggests he wanted the focus to be on the lyrics. Warm tones and colours are used to compliment the warm tones of the song.
captions occasionally fit surroundings which helps keep audience attention
same as ^ but also shows use of warm tones and colours
The music video allows the audience to get 'intimate' with the artist, through the eye constant eye contact and the focus on Ezra throughout which shows means that his quirks and personality comes through . There are multiple set ups that are inter cut but all are of George Ezra stood in front of a background singing.
Later in the video you see Ezra doing little dances and quirky facial expressions that highlight the upbeat, fun nature of the song. A lovable, dorky guy is presented in George Ezra and you can't help feel your heart warming as the joyful song plays in the background. The eye contact that is present throughout almost all of the video makes the audience feel like they are being serenaded and that the music video is almost a personal message from the artist. It makes it seem like he is singing to you.
props used
camera shots not stagnant- zoom in and out
The intercutting between set ups make sure that the audience don't get bored and as the video goes on and George Ezra adds more facial expressions,lets loose, dances and shots zoom in and out, props are added and more set ups are added. The set up that the video spends most time focused on is the one of George Ezra singing in front of a crowd. It creates a sense of community and feels like he really values his fans. You can hear them chanting the song along with him and this strengthens the sense of community and joy that people get from the song and so makes you more joyful in turn. The image also blurs between him and the crowd and so suggests to the audience that he values them as much as himself in the video, which makes him more likeable.
Crowd in focus
George Ezra in focus
There are very few representations of race, gender, ideologies and relationships as the video is so basic and only focuses on him and an anonymous crowd.
he is seen having AUTHENTIC fun- suggests he is always like this
Overall he comes across as real, fun and close to his fans.He puts across the image that he doesn't need a crazy video or elaborate narrative to tell his songs story and that he just wants to have fun with it and in turn just wants the audience to have fun with it. He doesn't seem to take himself too seriously and his personality comes across in the video which makes audiences feel closer to him.
sense of community
For my own video, I would like to incorporate the following things:
the fun, easy going character he puts across
the way he doesn't need elaborate set ups and mise en scene to create a clear star identity and come across as fun
want to use the intercutting editing technique where you intercut between set ups but the people don't seem to move- maybe in a dance routine etc.
clear star persona thorough performance
the authentic vibe that makes you like him as an artist - he isn't superficial
the way he builds throughout the video
have fun with it
put my own character into to video
Analysis of Ariana Grande - 'Thank You, Next'
Very conventional pop music video. Uses conventional techniques such as: bright colours that grab your attention, multiple set ups,title cards, references to pop culture and intertextuality references 90s chick flicks. By remaking iconic, key scenes from films such as 'Mean Girls' and 'Legally Blonde' Ariana appeals to 90s nostalgia and also gratifies the audience when they recognise the intertextual references. Familiar settings are used to appeal to a younger audience who might not be familiar with the films.
intertextuality with Legally Blonde- original actress from film
iconic mean girl scene
There are a huge variation of shots and lots of beauty shot CUs. The star studded cast is also highlighted through the use of shots, as every time a new celebrity appears a close up is used to introduce them.
beauty shot- looks glamorous
Celebrities such as Kris Jenner and Troye Sivan who are recognisable to a mass audience. Celebrities that are recognisable by a whole range of age groups are used in order to attract a mass audience. For example Colleen Ballinger- a YouTuber and Matt Bennett and Elizabeth Gilles who stared on the Disney Channel and so might be recognisable to a younger audience.
Star Studded cast
Some of the cast are Easter eggs themselves, such as Jennifer Coolidge who was in the original 'Legally Blonde' film. Also Matt Bennett and Elizabeth Gillies starred alongside Ariana Grande in Victorious before her singing carer. If fans notice this 'reunion' they might feel like they have been let onto a secret of sorts and so part of a community who understand the reference. They feel special because they feel they know more about the artist than others and so part of an exclusive community. The same goes for the ' Burn Book' in the video( Mean Girls reference) which has easter eggs about Ariana's life-references Pete Davidson (her ex) in the book.
easter egg about her past relationships
The lighting is soft and sleek and gives the video a glossy look. This adds to the glamorous image that Ariana is already strongly portraying through the use of elaborate set ups and extreme attention to detail. Also Ariana looks glamorous in every set up and has perfect make up on in all of them.
she is empowered by herself - don't need a man
The video shows many different representations with a range of genders, races and sexuality and femininity- she is sexualised but also doesn't need a man, she does it for herself . Not many actual relationships are shown but the easter eggs such as the burn book allude to them in the real world.
Most of the films referenced are films where a girl longs after a guy but realises her own self worth and takes back her own power. They are all also romantic comedies or chick flicks. This amplifies the lyrics about relationships.
For my own video, I would like to incorporate the following things:
intertextuality to iconic films
mise- en-scene
easter eggs
title card
mass market appeal
diverse representations
Sir Sly- 'High'
Although it isn't conventionally pop I like the use of 'stage hands'/ people that act as scenery and the slow reveal of them. Adds another dimension and is quite funny. Would like to do something similar in my music video.
slow reveal of stage crew being used to create set up- being used as a chair, creates humour
Planning
My pre-productions meant that I could focus on the productions side of my music video, make her sure there were no technicalities and that my initial idea was properly conveyed and that it represented my artist and their ethos. The planning allowed me to structure and properly organise my time both during and when not shooting, so that I had time to find costumes, make props and properly structure my production so that I knew I would have enough coverage and that it would all go smoothly.
Initial idea 1
Initial idea 3
Initial idea 2
My favourite idea was the first. I made an alteration to the idea which was that the decades were not explicit and so instead of doing the 80s explicitly I could just focus on disco, or do old fashioned instead of the 20s or 30s.
I then made a list of different themes and dance scene ideas that I had in my head and that I could think of.
A lot of the themes/ set ups that I wanted such as prom, disco and 60s type dating show ended up being hand in hand with a lot of iconic dance scenes, such as the Grease Prom, 60s Dating show similar to the Hairspray ' Just Can't Stop the Beat' closing song' and pulp fiction dance diner dance competition scene.
stills from iconic dance movie scenes
So, as I wanted my couple to be dancing in each set up anyway, I decided to change my decade idea to intertextuality with different iconic dance scenes from films. I then created a basic narrative for the video:
I chose to do 5 different film scenes to be intertextual with and planned to film them all in the school studio and other locations around school.
I then went to the teacher to ask about certain technicalities and to get feedback for the idea. The feedback was to make sure I was properly following the brief and to make sure I had enough locations and that she didn't really recommend doing too many in school. I realised this was true and so decided to change all my intertextual dance scenes. The change also meant that my performance bed which is shot in the school studio. would be more distinct when up against shots from outside.
So I had to go back and think of new iconic intertextual references to use:
In the end I decided on:
the Footloose opening scene with the dancing feet
the final scene in Grease- ' You're the one that I want'
The title dance from Singing In The Rain
La La Land - 'A Lovely Night'
They are all iconic and so recognisable by a large audience. The is the use of a more recent film- La La Land to appeal to both older and younger audiences ( so that if 16 year olds don't recognise the others, they will recognise La La Land), and iconic scenes from hugely popular films that are instantly recognisable such as Grease, Footloose and Singing In The Rain that the majority of the older end of my target audience are sure to understand.
My research influenced this as just like in Ariana's ' Thank You Next' music video where she uses a range of references and celebrities so that a larger audience can spot and understand references in her music video, meaning it will attract more of a mass market audience ( which I have to do to). In the same way I will use older films that are iconic as well as a newer film, just to make part of the target audience is cut off.
I also wanted to add an inter cut scene, similar to the one used in 'Shotgun' by George Ezra, where the background and costume changes but it doesn't look like the people are. So the main focus remains constant but the surroundings change. For this, I decided to do the main
dance routine from the Grease prom scene (which is the hand jive) as the set ups inter cut between Grease, La La Land and Singing In The Rain. This added an intertextual easter egg to my video for fans that recognised the dance.
My intertextuality means that my audience get a sense of familiarity from the video. It also means that certain ideas are already established in the audiences mind when they recognise the films and so they help amplify my narrative and themes. All the scenes are scenes with dancing incorporated and so they amplify my lyrics and the theme of dancing. They are all from films within the romance genre and so this will help establish the relationship between my two protagonists from early on.
The familiarity is also useful as I intend to break away from the references and make them my own and so when I do the break is more distinct as the audience expects it to go another way.
Inspired by 'High' by Sir Sly' I wanted to add a second layer to my video, in which the camera reveals the behind the scene aspect of the video which show the stage hands and create humour. Also due to minimal budget I didn't want to try and fail to make my references as accurate as possible and instead make the video fun, more unique and add more of my artists fun, creative, laid back, down to earth personality into the video.
Ideas for behind the scenes aspect of video
Final Interpretation
So for the final interpretations for my song I decided on a couple dancing in different set ups that were intertextual with iconic dance scenes from iconic films such as Grease.The films would be signified through setting, outfits and iconic imagery. I would add my own spin on the references and have fun with it. Throughout the video, behind the scenes aspects of the filming are shown to create humour and convey my artists brand identity as well as make the references his own. For the narrative aspect I would have the girl seem grumpy at first and gradually become more loose and happy as the video goes on. So it is a very performance based video. I also want a strong performance bed that portrays a fun, charismatic artist and looks professional- shot in studio.
So I wrote down the narrative flow and then wrote it again in a more structured way.
I made mood boards about each key component of my music video in order to get inspiration:
Singing In the Rain
Grease
Footloose
La La Land
These helped me find key iconic imagery from each film that make it recognisable.It also enabled me to take inspiration for settings and costumes.
Behind the scenes theme
I looked at behind the scenes inspiration in order to help me develop my ideas for this theme. I am intending to create parodies of the intertextual scenes to create humour, create a surrealistic text and convey my artists ethos.
A look into behind the scenes in film and video
I decided that I didn't need the breaking of the music video realism in every intertextual reference as it might be too much. So I decided to just do it in Singing in the Rain and Grease.
For singing in the rain I took inspiration from a viral video from 2011 that was posted to Youtube:
I liked the idea of having someone use a hose to create a rain effect, and then panning or zooming out to reveal them after setting up the singing in the rain intertextual reference. Adds humour after audience is gratified by recognising the intertextual reference and so keeps the audience entertained. Also gives me a way of introducing the love interest. It also takes the reference and adds a spin.
So in my music video I will establish the Singing In The Rain intertextual reference and then reveal the love interest holding the hose who looks bored and grumpy. The protagonist/ Oli will then ask her to dance.
For Grease I will use the iconic Shake Shack imagery from the film to incorporate my behind the scene theme.
I want have two stage hands who are just out of shot, dressed in black, holding the two shake shack boards that will be in shot that I will create using cardboard and yellow paper. i will have the two stage hands, move the boards in unison to create the imagery from the film. I will then zoom out to reveal the two stage hands moving the boards.
This theme of breaking expectations and not setting your expectations too high ties into my artists mental health campaign. Especially with the prevalence of social media in today's society, young people often set expectations up for things and can be disappointing or try to hard to be something/ someone that they can never be because the person that posted the content is only displaying certain parts of their life. By taking an intertextual reference and not trying to copy it exactly it shows to my audience that you shouldn't try to be anyone else and that it' impossible to recreate something that someone else has because we are all unique and so it is just better to show off your own personality because everyone is unique and special.
Paperwork planning:
To make sure everyone was able to get their shots in time and that everything ran smoothly meaning that no shots were rushed and all looked as professional as possible:
Shoot schedule for my performance bed
Used to make sure I had all the shots I needed which meant that my narrative was clear and could be understood through visuals, It also helped me plan which shots were most important and think about what I needed each cast member to be doing, as well as the logistics of filming certain shots.
Story Board
To make sure that I had reliable actors that wouldn't bail on me and so I could tell them what I wanted in advance and so everyone could find the right costume. I will be using a cast that is part of my target audience, so that my target audience can identify a part of themselves in the video. So all my actors will be within the 16- 25 year old age group. I will represent a diverse cast to represent my mass market target audience. Represent males and females as well as different races.
Cast list
Useful as as I had to find locations that were most suitable for filming and the shots I needed. It also helped me plan the framing and movement that would be suitable and look good in the locations:
Location Recce
Risk assessment
Street:
in the road and so need to watch out for cars - wear high vis clothing whenever possible.
watch out for pedestrians when shooting on the pavement - be aware
be careful with camera and water - hold an umbrella over the camera and don't point the hose at the camera or place the camera down on a wet surface.
dancing on wet pavement and filming on wet pavement - be careful not to slip
Ally Pally:
watch out for pedestrians when shooting on the pavement - be aware
public space - don't leave belongings out without supervision
North Enfield Recreation Ground:
watch out for pedestrians when shooting on the pavement - be aware
hold camera firmly if getting on any of the rides with it
go early in order to avoid kids in playground
Weather reports for the three days I was filming. Used to determine the best days and time of day to film as well as plan for possible outcomes such as rain:
My pre-production planning was extremely important as it refined my ideas and allowed me to focus on the technicalities of my music videos. My research and analysis introduced me to new ideas and helped me identify the conventions of pop music videos which I was able to input into my planning. My planning allowed me to consider setting, location, themes, look and feel and shot framing, angles and camera movement, This made my filming go smoothly and meant everyone was well prepared.
