Lyrics in our music video

R.Kelly - You Made Me Love You

The power of love, the power of love
Listen, said I, said I didn't, said I didn't
Said I didn't want to fall in love, oh oh oh
The power of love y'all

Anybody anybody anybody
Anybody anybody anybody
Anybody anybody anybody

Listen, I was just minding my business when
Ms. Purdy you came walking
My heart stopped said what is this just
As soon as you started talking

Something happened deep within me
All of a sudden I got this feeling
When a chill came from feet to head and then I
Turned away from you and said to myself

"This is not supposed to happen, brother
You've been hurt too many times before
First I tripped, then I slipped, then I fell"

You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe

Said you must be one of them top models
Body curved like a pop bottle
Got me sweating like a boxer, baby
I done stumbled up on a perfect lady

Could this be what heaven sent to me
An angel come to set me free
Love has been a stranger to me
And myself keeps telling me that

"This is not supposed to happen, brother
You've been hurt too many times before
First I tripped, then I slipped, then I fell"

You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe

Said the power of love, you see

Are 10 billion wonders to me like the moon and stars above
There's a whole new world for my eyes to see, yes sir
So much joy, darling you put in me

And now the sun is shining
Where there used to be rain, oh Lord
And now no more loneliness
No more hurt, no more pain
You made, you made me love you

You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe
You made me love you, babe, made me love you, babe
Made me love you, babe, made me love you, babe

The lyrics of these song describe a man falling in love with a girl in a 'love at first sight' way. He describes the girl and is happier than he was before - "no more hurt, no more pain". The editing to this video will have to be slow paced to match the beat, to do this we will use slow motion when editing the club scenes and have the girl dancing slowly when in front of the back drop with the silhouette effect. Fast paced editing can be incorporated into the music video through use of cuts matching the beat but they will have to be slowed using slow motion effects or it will not match with the song.

Location

This is a screen shot of the location we are using for our music video, the building to the right is the studio where we will be filming. The house is Libby's and has enough space for the people used in the 'club' scene.

We will use around 10 people to be featured in our video, by making them look cramped it will be more noticeable as a club, we are also using a smoke machine and the walls of the studio will be painted black to make it look realistic.

Prezi Music video

Pitch for music video

Video thought shower

Conventional/unconventional
Actors
Setting-how will you dress your set?
Lighting
Props
Star persona
Narrative/performance?
Costume
Colours
Effects?
Editing style
Camera style

A particular video we took inspiration from was R-Kelly featuring Usher - Same Girl. The song can be defined as a slow jam and this was brought across in the video from the number of slow motion shots and close ups of the two stars. We hope to achieve a similar affect with our video staying close to the genre of the track with the editing in our video.

This will be expanded in our pitch and prezi as this contains detailed information on our choice of song.

Level 4 Mark scheme 16-20

Mark scheme for Level 4

• planning and research evidence will be complete and detailed
• there is excellent research into similar products and potential target audience
• there is excellent work on shortlists, layouts, drafting, scripting or storyboarding
• there is excellent organisation of actors locations, costumes or props
• time management is excellent
• there is excellent skill in the use of technology or ICT in the presentation
• there is excellent communication skills
• there is an excellent level of care in the presentation of the research and planning.

Conventions of a digipak and magazine advert

Digipak
Image of artist, lyrics of songs, track list, credits, album artwork, name of album, name of artist, bar code, date of release, reviews, tour dates, copyright information, record companies, 6 pages, representation of artist, genre, reference to other media e.g facebook, twitter.

This is an example of a 6 panel digipak.

Magazine Advert

Release date, review/rating, retail price, featuring songs, download information, name of band/artist, image of artist/album, tour dates, one page spread, appropriate magazine to band, representation of artist, genre. 

This is an example of a magazine advertisement for Kings Of Leon album.

Rihanna Digipak and Magazine Advert

Goodwin's Theory of Analysis

Always a relationship between lyrics and visual
The imagery is always illustrating, amplifying or contradicting.
 'Blacklisted Me' by Reprobate Romance is example of this with amplifying imagery, this is because of the dramatic make up used on the characters emphasising the feelings conveyed through the lyrics. 

The lyrics explain a story of two break ups, the visual shows this in relation to the words "you said you felt the same, but then something changed, you threw it all away".

Always a relationship between music and visual
'One' - Swedish House Mafia has a relationship between music and the visual, the keyboard is played along to the beat of the music and the knobs turned to the tune. 

There is also clapping which is in time with the beat and steam vibrates to the pace of the music.

Music genres have their own style and iconography e.g rock - live stage
Queen - 'I Want To Break Free' uses a man dressed as a woman, this created Queen's iconography of 'taking the mic'.

Artist may develop own iconography, they have a visual motif which becomes part of the star image
Jessie J - 'Who You Are' includes the artists iconic features such as her fringed brown hair and nose piercing, this makes her identifiable as the star. 

Likely to be referenced to voyeurism (the act of sexualised look). This may explain the treatment of women within the media
Usher R.Kelly 'Same Girl' shows close ups of the woman showing sexualised images of her body parts, she is wearing a dress that shows cleavage and a lot of skin which explains the treatment of women as objects.

Often intertexual references, either to other music videos or films and TV texts
Eminem - 'Lose Yourself' uses clips from the film '8 Mile' to promote the film.

Auteur Theory

Auteur derives from French meaning 'author'. It was known as a way of reading movies, on the basis of that a movie was the director's work of art and should be analysed as the product of the director's imagination. A problem with this theory is that a film is made by a large amount of people so the director's imagination can be hard to capture. 

An example of an auteur in directing music videos is Chris Cunningham, who's auteur signature is based on horror. He has worked with artists such as Bjork, Madonna and The Aphex Twins. 

This is Madonna's music video of Frozen which was directed by Chris Cunningham.

Straight away the low key lighting and dark shadows are noticeable, these connote mystery which is consistent throughout the music video Chris directs.

This screenshot shows Madonna presented in the frame at a close up, the mise en scene used such as her necklace and black dress with sheer sleeves portrays a witch-like look. This conveys the supernatural and Chris' horror theme. The editing starts off slow with faded cuts but becomes more faster as the beat of the music becomes faster. 

The setting is a desert, but is contradicted by the fact that it is not sunny and it doesn't look hot due to Madonna's clothing. This makes it seem like a fantasy world where supernatural creatures live, this brings Chris' creativity to life as an auteur.

Spike Jonze

What are the signature characteristics of Spike Jonze?

The cuts in the video always match up with the beat of the song, with a fast beat song like 'Puff Daddy', there are lots of cuts, while in Flashing lights there are only 3 cuts because it is a much slower song.

Women are often used as sexual objects in the videos with exception to the video 'Flashing Lights' where the women has power over the man. Throughout this video the camera follows the woman so you can tell that she is in control. In comparison to his other videos where the women are usually seen in the background.

In 2 out of the 4 videos we watched, Jonze uses child actors to represent the artist in the video for example, in the Notorious BIG's Sky is the limit video, Jonze uses a child that has the features of Biggie. This is a representation of youth in the artist. The song is about being young and having fun and this is shown by using the child actors instead of the artists themselves.

In all 3 of the hip hop videos, Jonze has a fancy car in the video varying from a Mustang to a Maybach Mercedes-Benz hybrid car emphasising the amount of money these rappers have and the flashy lifestyle they like to live.

Spike Jonze

Ed Sheeran Star Analysis

Ed Sheeran's star persona and iconic attributes:

• Laid-back
• Casual
• Ginger hair 
• Paw print tattoo/logo
• St. George by Duffer
• Acoustic Guitars
• Hoodies

This is a photo from the music video by Ed Sheeran and Taylor Swift - 'Everything Has Changed'.

In this image, he is wearing a t-shirt which portrays his laid-back style. As with the 'Lego House' video he uses another character for most of the music video, in 'Everything Has Changed' he uses a child to play his son.

His target audience is aged 15-25 which is the same as the target audience for our music video will be. He appeals to this audience as they will be mostly students, struggling for money which is how Ed Sheeran felt growing up as he was self-promoted. The use of his free gigs and music on Spotify helped the target audience recognise him as an artist.

This is the boy used to play Ed Sheeran's son in 'Everything Has Changed', he is playing a guitar to portray he is a parallel to Ed Sheeran and is wearing a t-shirt and jeans which are clothes famously worn by the artist. He also has ginger hair, another iconic attribute of the star which helps the target audience to identify with the child in the music video.

The music video 'Drunk' appeals to his target audience in many ways, at the beginning of the video he is presented looking at pictures of him and a girl (this can be identified as his girlfriend) then opening a can of beer. The age of the audience can relate to this as they are associated with drinking and getting drunk. 

A point of view shot from the artist's perspective shows the cat speaking to him, this is appealing as it adds humour to the video and shows that he is beginning to get more drunk.

This is a screen shot of Ed playing guitar in the music video, this shows his passion and keeps an iconic part of him alive through the video, this reminds the audience of his raw talent.

This screen shot shows the artist playing xbox, this appeals to mainly males in the age range of 15-25 as they can identify with the star. By having a common interest, interests them in his music. Ed is also shown wearing casual clothes such as his hoody, which is iconic to his star persona.

Ed Sheeran - Lego House

Artist may develop their own iconography, they have a visual motif. Becomes part of star image.
In the Lego House music video by Ed Sheeran there is a crazy stalker, he wears the same iconic clothing which Ed Sheeran wears such as the Duffer t-shirt, coloured hoodies and trainers. His hair is also iconic as it is brightly ginger and in a messy laid-back style, the stalker also wears his hair like this.

At times there is a relationship between lyrics and the visual, it is either illustrating, amplifying or contradicting.
The visual is illustrating in this video as the lyric "I'm out of mind" relates to the crazy stalker fan, while this is sung the stalker is eating a piece of Ed Sheeran's gum that he had put in his notebook. The title of the song is 'Lego House' this is shown in the video when the character is playing with lego in his house.

Music genres have their own style and iconography, for example in rock music there is usually a live stage in the music video.
The genre of this video interpolates between indie folk and pop, this is portrayed through the guitar used by the artist and the laid back clothing. 

This is a photo of Ed Sheeran (right) with the actor who played himself in the music video 'Lego House'.

Conventions in recent music videos

The more recent the music video:
Story lines - there is often a story to the music video where the actions and characters relate to the lyrics of the song.
Higher key lighting - more recent music videos are often brighter to look more modern.
Dance sequences - there are often extras dancing in the background the more recent the video, the type of dancing also changes to fit the decade.
More narrative - there is a clear story portrayed through the lyrics and characters in the video.
Intertexuality - the more recent music videos often reference another media product within the video such as Twitter.
More dynamic camera movement - the camera will move more smoothly and will be of a clearer resolution.
Editing is faster paced - the cuts in the video will be quicker to match the beat of the music.
More experimental and creative - different techniques are tried out in more recent videos, spoofs are created and movies are referenced.
A star persona is created - a music video will now reflect the persona of the star using the mise en scene and actions taken by the artist in the video.
Product placement - an example of product placement is the Beats by Dre used in Robin Thicke's video, they are regularly shown.
More fashion icons - the mise en scene promotes materialism such as in the genre of hip-hop and pop.

In the last 5 years, it has been more about the raw talent, especially with artists such as Ed Sheeran and Jake Bugg, their videos reflect a pure talent rather than the materialistic approach used by Miley Cyrus. e.g Miley used objectification of herself by wearing revealing clothes whereas Ed is hardly in his video.

In the 90's music videos were extended like short films, these would be popular back then but now due to people's busy lifestyles they have no time to watch  long music videos. The audience are more impatient presently which is why the artist is more focused on in a shorter duration of video.

Music video progression through time

Throughout the years, music videos have continued to change and develop. These are examples from the 1970's up to present day:

1970s - Michael Jackson 'Dont stop till you get enough'. 
This is the pop genre and features mostly mid shots and long shots face on, there is not much variation between shots or differentiation in angle although a close up is used at the beginning. He is dancing in front of a green screen showing stars and then uses a kaleidoscope effect in different colours. He is wearing a suit throughout the video and dances continually.

http://www.youtube.com/watch?v=yURRmWtbTbo
1980s - Survivor 'Eye of the Tiger'.
This is the rock genre and features a tracking shot throughout most of the video at high and low angles of the group. It uses mostly low key lighting in a city at night time then changes to a dark studio type setting where the artists are playing pianos, guitars, ect. There is a lot of movement in this video. 

http://www.youtube.com/watch?v=btPJPFnesV4 

1990s - The Notorious B.I.G 'Hypnotise'. 
This track is the hip-hop genre, it uses aerial shots, close ups of the artist, and an establishing shot. It features objectification of women as they are in bikinis and surrounding the star. Sound effects such as a helicopter is used at the beginning before the main beat starts. Props such as money is seen on the table to connote wealth, and they are in a speed boat for half of the music video, sports cars a and motorbikes are also used in the video.

http://www.youtube.com/watch?v=glEiPXAYE-U 

2000s - Eminem 'Lose Yourself'.
This is in the hip-hop genre and uses clips from the film '8 Mile' in which Eminem stars in. It starts off using tracking shots from a car showing shots of a city street, it then shows shots of the star rapping from a low angle to make him look superior. A shot showing a club scene is used where the star is rapping and hundreds of people are watching and dancing. 

http://www.youtube.com/watch?v=hO2wA0Te0wM 

2010s - Rizzle Kicks 'Lost Generation'.
This is in the pop genre and follows a storyline structure, the performance matches with the lyrics. Two shots are shown of the two artists, it can be classed as a spoof as it 'takes the mick' out of Jeremy Kyle, a well known person on TV. Intertextuality is used as hash tags from the social network Twitter are used and iPhones are used in the video. Mid shots and tracking shots are regularly used.

http://www.youtube.com/watch?v=iL51Tsh6Sdg