First and Final drafts of Digipak cover.

These are the first and final drafts of my digipak covers, I decided on using a text generator instead of the handwritten style as it looked more professional.

Digipak;- IT Draft (Album Cover)

Here is a basic draft of my album cover. The album cover follows the basic conventions of album cover, such as;-

· Main Image of the artist
· The album name
· The artists name/logo.


I will try to make my album feminine yet have a sense of female power much like my AS music magazine. The use of the colours pink and black with be a main element I wish to install into the cover.

Textual Analysis 2 (Robyn-Body Talk)

For my final textual analysis I will look at the album of Swedish artist Robyn’s seventh studio album Body Talk (2010) in. The main theme of the album is electro/dance based music. The album came in three parts with Body Talk being the collective instalment of the mini album collection, meaning it featured the best singles from the three chapters of the Body Talk collection. The main core of the album comes from the use of synthesizers and the use of electronic instrumentals. I will look at how the album case is mad conventionally to create the over all artist recognition and look is translated through the use of the stylistics for example; how the use of mise-en-scene can create a hard persona for a heavy metal artist in contrast to creating a subdued image for a classical artist. I will also look at the conventional elements of album case such as; the use of the album name and artist name on the album case. Like the other albums analysed the predominate image of the album is the artist, taking up most of the room on the cover. This allows use (the audience) to identify who the main artist is instantly, however the image is disorientated to match the theme of the album giving it a surreal image. This in turn acts like a concept image for the album itself, due to the nature of the songs on the albums are mainly made up of personal notes from the artists life. If we look at this compared to the album cover we can see that is depicted with the use of the main image of the artist. Within the image we can see her surrounded with various small coloured panels some of the panels that are surrounding her face had the image of facial features on them, for example; mouths, eyes and areas of hair. Again we can depict the meaning of the image however it becomes a more literal image of the albums name; ‘Body Talk’ the image of the body talking comes from the panel of bright colours around the artist body and the presence of the mouth gives a even better sense of imagery to the artists image. Another point of which we could focus within the mise-en-scene is the use of the colouring within the digesis the wide use of bright colours suggests a subtle sense of positivity within the album a happy sense of feeling due to the nature of its contents. Its almost like the colours and the nature of the panels act like stain glass giving a colourful yet transparent effect to the character of the artist. The style of the font also has a sense of overlaid sections of lettering creating a sense of different colours over the top of each letter giving a coloured out line, this acts much like a kaleidoscope with the use of the overlaid colours giving a new sense of colour. This could also emphasis the sense of a happy connotation within the album due to the nature of the tracks all been based around the sense of happiness and cheerful dance music. This style is continued over to the spine of the album, the use of the blue back ground with the sense of bright overlaid colours. However when we look at the back of the album the theme has changed and become more like lined paper. However the image on the back of the album can be depicted and co-notated as the style in which cassette track list’s where set put in the mid-seventies much like lined paper they were laid out in a list, making it obvious of the sense she is trying to create with the album. A sense of simplicity with the colouring and image of the front cover and a the sue of the basic track listing on the back crates a all around image of simple, yet powerful imagery.

Textual Analysis 1 (Rihanna-Rated R)

The first album cover I shall analysis is th cover for Rihanna’s 2009 album Rated R. I will look at the conventions of a album cover and how they are applied to the cover being analysed. I will also the at the connotations of the mise-en-scene of the album cover and see how they may possibly be realated to the albums underlying theme and its main messge from the album. I will look at all elements of media that can apply to this format of media text such as; Mise-en-scene (every thing within the setting of the cover)and Cinematography (How the camera angles can influence the meaning of the album cover).

The main focus point of the album cover comes from the prodominate image of Rihanna. There are various reasons that this image is used, mainly due to the fact she is the artist of the album (a main convention of a album cover is that it features the artsit). When we look closer we can see that the camera shot is slightly tilited upwards giving a slight low angle shot, however this contrasts with the use of the artist persona we see. In the shot Rihanna is given a dominate stance within the mise-en-scene due to the use of her taking the majority of room within the image. We also see the precence of a couture bodice which is highlighted with strong bold masculine lines giving a hard, metallic feel to the image. This gives Rihanna the persona of a strong woman much like the main theme of her album.

If we look into the album cover in more depth we can see the use of the dark coloring renforces the hard image rihanna is trying to give this is due to the harsh contrast of black, grey and sliver to the usual girlies, sexy feminie image rihanna usually gives the towards the audience. Within the mise-en-scene we have many different aspects which suggest the theme of the albums content. For exmaple the use of the rings on the artists fingers suggest a sense of power with the use of the chains connecting each ring. This again renforces the idea of strong female power. Alongside all these elements there is also a drastic change to the persona of Rihanna in contrast to her image from her preivous album. For example Good Girl Gone Bad (Her 2007 album ) she is seen with a very sexy, feminine image. This contrasts to the image she has for this album were she is seen as a strong, female character.

Contiuning the analysis of the album cover we get the same elements of mise-es-scece on the spine of the album cover as well as the back we have the same use of colouring and the same sence of styling within the shadowing of the case, (the light grey/ dark grey contrast). this give the over all look of the album cover a strong and bold feel to the album, again enphasising the theme of the artists persona. Finally if we look at the use of convetnional elements such as; Main tilte of the album, Artists name, Track list. The frist element which stands out the strongest in the civer of the album is the name of the album Rated R, its stands out due to the use of the white coloring of the words, which contrasts with the use of the background fon, on the other hand although the text if white there size remains smaller, this is due to the contrasting presence of Rihannas logo the R in the corner of the album signifies straight away that it her album. Furthermore, the use of the graphology on the R suggests the type of audience that her music would appeal to, we can see this as the R is made to suggest a urban feel due to the use of the graffitied affect. We also get a sense of a meatallic feel also giveing a hardened feel to the album cover. On the back of the album cover we have the ocnventional use of the artist tracklist alongside all the leagal copyright infromation that is usually found within the elements of a album.

Album Case Analysis.

I will begin to analysis album cases to gain inital ideas and look at the conventions of a album case. Looking at the fornt, back and spine of the album case I can gain a sense of what I want my album case to look like. Also I will try to keep the main theme and idea of my music video running through out my designed album case.

Whilst carring out the Filming and editing to my final Product. I will begin to develop ideas for my two addition product's; The Digipak, and The Magazine Advertisment. I will analysis three media texts for each product adn develop my ideas to create my own artist image and representaion within my products. Whilst keeping the theme of my video fluent through out.

Post-production Review and Changes

After deciding to change my video with the use of split screens it began to film my video, however when I came to the day of filming a problem with weather arose, therefore I had to improvise and film the video indoors, however many problems arose within the process of editing; such as the lightning in the video and the variation of shots. Although the video did not come out as I expected because of the problems I encountered, it also let me decide that the video would be filmed indoors and I would create a better sense of lighting within the video and apply the changes to my storyboard which I made for the split screen. I also decided to instead of using a split screen, that I would have in the video a interchanging narrative, that meets towards the end, this would me the bad/good character of the main female character would be see in the same narrative.

Mood Board

A digital Mood Board for my video, showing images/elements I wish to feature in it.

1) The use of leather costume/black mise-en-scene to sybolize empowerment of the artist.

2) A shattered heart symbolising the break up side of the song.

3) A similiar persona to that of which Rihanna adopted for her Fourth studio album Rated R. A very strong female figure, would contrast well with a break up song to shwo a differnt side to the artist.

4) Broken rings showing the complete break down of the realtionship between the couple, a prop could be used in the video to show he literal meaning of the the broken rigns i.e. the ring being thrown away by the artist.

5) The woman throwing the heart away connoates the reverse roles of a usually break up, the woman becomes the pordomintant character.

6) The shattered glass has two meanings, firstly the effect of the destructive break up and secondly the use of a shattered screen effect on my video redifing that the song is a dance track with the use of visual effects and strong lighting.

7) The artist I am taking influence from; Kelly Clarksons video for Since You Been Gone, and the manipulation of the theme for he video from Alesha Dixons To Love Again.

Pre-Production Changes

After creating my animatic and story board I came to realise that the video wouldn't really have a focus point about it and came across as boring and un-entertaining. I carried out another analysis at how I could improve my video and give it more depth. I came across a fan created video of a dance track produced by David Guetta and Rihanna called 'Who's That Chick'. The production of the video was different to what is usually done. Two videos were created for the song. The first showed a light or good version of Rihanna and her dancers and feature things within the mise-en-scene such as; flowers, bright colours and a under-lying carnival theme. However the second video featured, a darker or bad version of Rihanna, and within its mise-en-scene had things such as; spiders, bats and dark colours. Although both videos were meant to be shown separately as a advert campaign for Doritos then put together, when put together they worked well and created a illusion of good and bad. Therefore I decided that I would still use the same shot setup for my video however I would film it twice getting a point of view from, a woman who broke up with her boyfriend (a strong, powerful woman) and a woman who had been broken up with (A heartbroken woman, saddened) and use the effect of the split screen to give my final product some character.

Audience research

To help my produce a music video I first need to look at the audience that my video will be aimed at and how I can make my product appeal to them. Firstly I began by looking at the mainstream audience for dance/electro-pop music. Due to choosing the same genre of music from my AS level (Music Magazine Coursework), I could reflect back on the research I carried out in my previous year and add to it with the change in media text (Magazine to Video). I saw that the audience type I looked were mainly students (16-25)as the genre of music and the artist song chosen for my video would fall into the main UK music charts( http://top40-charts.com/artist.php?aid=11250 ) , which is the main source of music students listen to especially university students. On my blog I also uploaded questions relating to the genre of music videos and what people would prefer to see sure as whether they prefer to see a performance, narrative of concept music video. This would mean I could refer and reflect to/on them during the production period and the post-production for my self-reflection.

http://billyh110292.blogspot.com/2009/12/planning-and-research-part-3-target.html

Location Shots

These are the images for the locations used within the music video. There are; A living room, Garden, A house and Garden Gate (These will be all for the first ten intro seconds of the video). The next shots will be; Walls, Alleyways and backstreets, These will all give a urban feel to the video to give a sense of toughness within the charcter persona. These will all be used in the final product.

Anamtix

Here is the final copy of my anamatix, from this I saw the main flaw was the use of the shot lengths. After looking at this in more depth I decided to change this drastically.

Story Board Post

These are the scanned images of my storyboard.

Lyric Analsis Upload

Here is the analysis of my lyrics.

Lyrics for Music Video: Ke$ha- Blind (Lyrics Analysis)

I will begin to analysis the lyrics of my chosen song to begin to script a image of what I want my final product to look like. I will look at the use of timings to help with my story board.

Lyrics for Music Video: Ke$ha- Blind

KE$HA - Blind

I think you got the best of me
You’re sleepin’ with the enemy
You left me alone alone alone alone

The beat drops; I’m so low
My heart stops; I already know
You left me alone alone alone alone

I’m sick and tired
of the mess you made me
You’re never gonna catch me cry
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die
(oh whoa)
Without me
You’re nothing
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die
(oh whoa)

[Verse 2]
I’ve let go; finally over you
This drama that you put me through
I’m better alone alone alone alone

The beat drops; you’re so low
It’s last call and it’s gotten old
Now look who’s alone alone alone alone

I’m sick and tired
of the mess you made me
You’re never gonna catch me cry
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die
(oh whoa)
Without me
You’re nothing
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die
(oh whoa)

[Bridge]
I trusted you
You were the first
Then you lied
And it gets worse
You broke me down
Now just look around
Who’s all alone?
Who’s all alone now?

I’m sick and tired
of the mess you made me
You’re never gonna catch me cry
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die
(oh whoa)
Without me
You’re nothing
(oh whoa)
You must be blind if you can’t see
You’ll miss me ‘till the day you die

Music Video Analysis 3: (Love Songs & Use of Cinematography)

Alesha Dixon: To Love Again

Length: 3:57 Minutes.

For my final textual analysis I decided to look at the genre of love songs as I am doing a break up song I decided to look a contrasting genre to look at how I could possible parody the genre to create a narrative for my own music video, the main use of a love song music video is to create a sense of happiness within the audience, also to exaggerate the use of love, therefore we see main elements of this in the music video. I chose to look at Alesha Dixon ‘To Love Again’ in the video the artist is walking through central park with main other couples singing about her love for somebody, she then finds the love she was looking for and the final scene is show which features, the artist and the other couples shown letting go of lanterns, over the sky line of New York.

The main mise-en-scene is focused around the location in then video which seems to be a location in New York (Possibly Central Park), as we can see the back drop of the city. This adds to the genre convention of love songs as the video is set some where romantic in contrast to an average park. Along side the use of location, we have the use of lighting which gives an angelic appearance in the video, again a use of a genre convention giving the feeling of love towards the love song and again aimed at the audience. The use of the lighting becomes a main factor of the video as we see it with most of the shots and it becomes an apparent fixture of the video. When the scene becomes dark and we are given the shot of New York at night the light again gives an angelic look however it becomes much stronger. We also have the use of the mist/fog to give a dream like impression within the diegsis again is convention of the genre as it gives a fairytale type feel to the video. Furthermore we get a feel of romance from the use of mise-en-scene within the video, with the aid of the couples walking past Alesha, also the use of the lanterns being let off at a night by the couples becomes a romantic icon giving the audience a feel of romance through the means of the diegsis. We also see this with the use of the wind and the leaves blowing, however the use of the leaves and fog is juxtaposed against the theme of love to give a better image of the genre with the autumn theme contrasting with the theme of love.

The main focus of the cinematography is the use of the tracking shot, in which we can see the artist walking towards the camera as it back tracks, while she is walking down central park, with the fog/mist behind her and the use of the leaves blowing in the wind. The use of the shot is to create a tranquil scene within the diegesis; the use of tranquillity in the video is a main convention of the music videos to love songs as seems again slow and romantic; however I will try and contrast this idea to create a juxtaposed shot for my video. We see the tracking shot throughout the video, creating this imagery through out the video. Alongside the use of the tracking shot we also have the use of the main conventional sequence shots which are; Long shot (establishing), Medium shot and Close up. The long shot is mainly use in the video to give the viewer a establishment of where the video is set, we can se this in the video with the use of the long shot detailing that the video is set in the New York with the use of a long shot on a crane giving a high angle shot of the couples releasing the lanterns into the night sky. Although we get a scene of where we are we also get a sense of romance with the use of this shot. We also get this with the use of the close up of the singer and a man kissing within the diegsis, with the use of this shot we see the love and emotion between the artist and the male character again giving a over all sense of love within the video.

Next I will look at the use of the sound and editing in the video and see how I follow the conventions of the genre of love songs. Firstly the sound in the video is only focused on the use of the track in the video and is the only main focus of sound in the video. On the other hand the use of editing becomes a strong focus of the video as it has a romantic feel to the video. For example the main use of the editing comes fro the use of fades within the video, such as the fade from the close up the artist to the close up of the characters kissing the use of the fade gives a soft, romantic feel to the video, we also get the use of the fade with the shot changing to the couples letting the lanterns go, therefore I will convert this to change the shot from been romantic and soft to the shot been more hard and emotionless to contrast the genre of love songs to the genre of break up songs.. Furthermore the main use of the editing is continuity as the events seem to all take place on the same day in the same location allowing the audience to follow the narrative easily. The second predominant use of editing is the use of the basic cut to switch from scene to scene, this it to give a light feel to the video alongside the rest of the editing.

Music Video Analysis 2: (Break Up Songs)

Kelly Clarkson 'Since U Been Gone'

Length of video: 3:12

The second textual analysis I will do is Kelly Clarkson ‘Since U Been Gone’ I will look at this video as It will help my to look at the genre of break up songs and how I can construct my music video as its is the same genre, I will be able to take inspiration fro the video to develop my own ideas. When looking at the genre of break up songs/videos there are two different ways in which a artist can be perceived, these are the traditional break up video which features the artist grieving for there loss, then there is the video in which the artist is getting their love back by means of revenge. This video falls in to the category of the revenge. The main narrative of the video is that the artist is destroying what is presumed to be the former home of her and her ex and leaving a heart shaped necklace behind for him that she has returned. I will look at how the four stylistics; Mise-en-scene, Cinematography, Editing and Sound help to create the over all video and capture the genre conventions in the video.

Firstly I will look at the mise-en-scene in the video, there are two main distinct elements to the mise-en-scene, first we have the apartment in which the artist cause the damage to the rooms, on the other hand we also have the nightclub type area in which the artist performs the song, this shows the contrast in the ways the artist is expressing her feelings in the video through the use of mise-en-scene, for example when she is smashing the glass table in the apartment, we see the side of her person which wants to get even with the ex, where as when she is on stage singing we get the persona that she is getting over what has happened to her and having a good time. As shown the use of the mise-en-scene can embed different character persona in music videos. Again looking at the use of character persona’s within the music video is we look at the mise-en-scene element of costume we can see that one version of Kelly (the one in the apartment) wears quiet plan clothes become a representation of the average woman, appealing to the mainstream audience (16-25 year olds) that her music genre (Pop) is aimed at, however when we move to the night club we see a more powerful version of her with the use of the colour black shown in her costume and well as the darker tone to her make up and appearance. Futhermore we see the power been shown in quite a feminine way in the nightclub scenes, with the use of bright feminine coloured strobe lighting along side the use of a red draped curtain behind her we get the impression of a powerful female presence. Within the elements we also have the use of the silver heart chain in which we see her hold through out the video. At the start of the video we see her holding the chain in a manner which suggests shes thinking of letting got, through out the video she continues to carry the chain (as she makes more destruction) she then leaves it hanging on a table as she walks away, this gives the representation that her relationship with the man is finished.

The use of cinematography is to create a representation through the use of camera work. One of the main elements of cinematography within a music video is the use of close ups for artist recognition, to allow the audience to identify the artist in the video, on the other hand the use of close ups also allow artist empathy depending on the nature of the narrative. For example in the is video we have close ups of the artist to show who it is however we also have close ups to allow the emotion of the character/artist to be shown to the audience allowing them to make a connection with personal experiences and the video. In the video we also have the elements of medium and medium close ups, mainly see this alongside the use of jump cuts. The use of medium shots allows use to identify the artist is a section of the diegsis, such as the bathroom of the apartment we see Kelly in the mirror from waist up. Further more the use of medium close ups combines the elements of a medium shot alongside that of a close up to give detail yet still show detail of the location where the character is. We also have the presences of dolly/tracking shots as Kelly makes her way around the apartment causing destruction. We see this in the scene where she walks in to the wardrobe and tears up the clothes the track follows her in and pans around to she what she is doing. Furthermore we see the use of a dolly shot when she if leaving the apartment and the camera is put on a moving angle while she is walking. Usually there is a long shot (establishing shot) to open a sequence, however here we have the presence of a low angle into the apartment revealing the artist this gives a voyeuristic effect as the artist doesn’t directly look at the camera, show it seems to the audience as though were watching something with out the artist knowing, however as the song begins to pick up pace the camera angle move higher revealing her face showing her performing to the camera. The final main element of cinematography in the video, is the use of a crane shot above the auidecne as Kelly performs in the night club, the camera moves over the audience giving the literal interpretation of her fan based and that in the video she has a audience to give support through her transition into a new version of herself.

The final two stylistics in the video are editing and sound. The stylistic of sound plays the biggest role in the video as it is the soundtrack to the video. The main and only element of sound in the video is the use of sound track as there is no other format of sound in the video. The use of editing in music videos is to create a syncronization with the pace of the track. We can see evidence of this in the video as we have a sense of montage editing with the contrast and change of the apartment scenes and the night club scenes, we have a change in time and location, therefore we see the video as a reflective form as it shows what has happened and was is happening. We also have the use of cuts from one shot to another shot, whilst along side this we have the use of jump cuts to emphasis the change in shot, we can see this in the sequence were we have a, medium shot of Kelly, then a jump cut of a medium close up and finally a close up of her. This is to help create the pace of the video the same as the track. On the other hand a another way of looking at the chosen forms of editing is the use of pace of cuts changes when the location changes, for example the amount of cuts in the night club greatly increases to show more energy in contrast to the apartment. Finally we have the use of slow motion which acts as a way to extended the amount of damage Kelly causes to the apartment, further more we can con notate is as a description of the relationship of the characters it began to slow down and destruction was caused, much like in the video.


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

Music Video Analysis 1: (Female Power and Icons)

Lady GaGa ‘Alejandro’.

(Time Length: 8 Minutes 44 Seconds.)

The genre of the video is dance due to the use of the track. The representation of Lady Gaga in this video is portrayed in many different ways as she is mimicking the styles of other artists (with the use of intertextual referencing) to give a over all representation of herself. Before we can break down the way in which she if perceived we have to look at the representation of the song as she draws her inspiration for her image from the songs meaning. The song ‘Alejandro’ is a narrative story within itself; telling the story of sexuality and friendship, however GaGa’s character can’t be with the fictional character of Alejandro because of his sexuality. Therefore she adopts the character personas of musical icons/representations of the gay community, such as; Madonna in her Vogue video (the same dance style and the bra) and George Michael. She also uses the video as a way for self promotion for her charity campaign for homosexuality within the Military (Don’t ask, Don’t tell), therefore adopts the character of Joan of Arch as a fictional leader within the video. The artists persona is also based around the idea of homosexuality and homophobia in wider society, she is raising positive awareness in a blunt manner, with the use of mimicking the actions of homosexual sex through the male dancers and also the representation of negative stigma towards religion with the use of the invert cross and the more traditional cross placed within the mise-en-scene. All the aspects of the artists persona suggest the main focus of power and attention is focused of her.

The main aspect of mise-en-scene which is made the focus of the video is the use of monochromic colours in the video such as; black, white and grey. This is also due to the use of low lighting to give a over all feel of darkness and sadness to the video. Giving an over all dull feel to the video however becoming a convention with in its self due to the one of the various themes within the narrative structure of the video, the theme of war/homosexuality in the military is seen as present through out the music video.

This means the artist (Lady GaGa) gains the role of a main lead in the theme through the use of her character of Joan of Arc. In the video we see her in a latex robe of which Joan of Arc would have worn expect it has a modern twist, she is seen as influencing the men as she is surrounded by them as if they are praying to her. Furthermore we also have the presence of the inverted cross (in the colour red symbolising danger) on her robes showing he stance against religious views (we also see this at the beginning of the video when the men are carrying what appears to be a star of David made of metal) again showing how she is seen as a powerful figure in the digesis of the video however she is not only seen as powerful in the video, but also outside of the filmic world as she is back by hundreds of millions of fans due to the way in which she makes her political views relevant in her work. On the other hand GaGa’s use of costume can also be seen as not only a leader but as a icon through the use of mise-en-scene for example we see her replicating the video ‘Vogue’ by Madonna a huge icon within the gay community, again a way in which her female power in presided in the video and in the real world. If we look at the other aspects of mise-en-scen we can see that a pattern begins to form in the ways of which GaGa is represented as a strong woman, especially with the use of the military theme e.g.; the men dresses in military clothes, GaGa’s machine gun bra (Again a intertextual reference to Madonna), we also see this when she is wearing a leather jacket and sun glasses in which she is referencing to George Michael, the use of the screens as he dancers perform show flames and fire giving the impression of danger again a connection to the use of war in the video. However the main reason the artist has chosen to use the Military mise-en-scene is also to help raise awareness of her own charity camping against homophobia in the military, giving self promotion of her work, therefore we she her as a strong character within the context of the video as she is seen to be standing up for a cause. As the main focus of the mise-en-scene is based around the idea of GaGa’s costume she herself has become a iconography of her image and her brand ‘The Haus Of GaGa’ therefore we ever her produce is consumed people automatically know who, what and why they are consuming the produce. Furthermore this is apparent in this video as the use of costume plays a main role in how the artist is perceived.

The cinematography in the video is mainly used through the means of performance videos, whereby the main shots are, long shots and medium shots which show the dancing of the artist and dancers, with the use of the long shots it allows all the elements of mise-en-scene to be seen. The next main use of camera work is the use of tracking shots and crane shots along side the use of the long shots and is matches the beats of the song. As the video is mainly dancing and narrative the main use of shots is focused on the use of long and medium shots with the aid of dolly/tracking shots to enhance movement. On the other hand there is also the use of close ups to give a look of emotion on the artists face and allowing use the audience to know who the artist is.

L.I.I.A.R

Language- The terminology we use for our product, an example of this could be the media terms for our music videos, such as the type of camera angles and the mise-en-scene.
Institution- An organization, such as a media company like the BBC. A example of magazine institution would be a well known production company who creates the music videos such as scorpitone.
Ideology- This is the ideas, values and morals of our target audience. In other words reflecting their ideas and views through the use of the artists image, for example Lady GaGa's image is created on the use of many aspects of the audiences values.
Audience- These are the consumers of media, this means its in the producers interest to appeal to them. music videos appeal to the audience as their ideologies are represented back to them. We must decide on a genre to that appeals to our audience.
Representation-Representing society back to the audience through our product, for example the representation of there values and ideas can be seen in many artist and videos.

Video Analysis Brief

The next task was to start analysing other music videos so we can understand how they are constructed with the aid of music video conventions. The three I have decided to do are;

• Lady GaGa 'Alejandro' (Female Power and Representation)
• Kelly Clarkson 'Since U Been Gone' (Break up Genre)
• Alesha Dixon 'To Love Again'(Use of Tracking Shot)

The History Of Music Videos

The History Of Music Videos (Research Essay)

The first appearance of music videos came in the for of small introductions on the beginning of films; this was mostly seen in the work of The Beatles, who released various mockumentaries such as 'A Hard Day's Night'. However the first appearance of songs appearing in films were in productions such as Summer Holiday with Cliff Richard. With the aid of song placement within the films the artist/band had become a product for people all around the globe, if they couldn't see the band the best way for them to keep up with their latest music was to see their latest film. This became a regular way of promotion for The Beatles and was soon adopted by, more bands such as The Byrd's. As the the use of the promotion progressed so did the way in which it was composed for example as the stars became bigger so did their videos. An example of this can be seen in, the 1967 video to 'Strawberry Fields Forever' the video was film creating a new way to view music promotions, as it became more of a art form then a music video much like how their work was viewed by many.

Soon more and more bands were beginning to put music clips into there film productions as well also beginning to release them as single units, such as; The Who and Pink Floyd. People began to see a market form and began to create music clips to promote their own work, therefore television shows began to pick up the clips and show them within their show again a new format of promotion for the bands. On the other hand main bands preferred to appear on the show as it was seen as better for the audience, further more others began to create material to show with the aid of editing filmed footage of their concerts. After the use of music clip promotion in the 70's a new market had formed and globally new channels were being created on television just for the showing of music videos.

In 1974 Australia was the first country to gain music shows; Sounds was was specifically created to show music clips however was only show at a certain hour out side of prime time, furthermore with the introduction of colour television in Australia the show was moved to a 6 slot on Australian prime time television. The same happening in the UK with the introduction of Top Of The Pops, which played music videos through out the 1970's. After the introduction of MTV in 1981, the first video to be played on national television in the US was, The Buggles; 'Video Killed the Radio Star'. The era of the music video had began and stars globally began to develop their own music videos, this became largely know as people began creating 'DIY' music videos and showing those to their audiences. Many stars such as, Madonna began to owe success to the growth in her production of music videos as she gain more promotion through the use of them. The ear of the music video also brought new and interesting genres of music to mainstream audiences, such as Hip Hop with which was introduced nationally with the aid of MTV and a show focusing on the Hip Hop genre.

As the music video began to develop into a big part of the music industry more and more directors began to emerge with their own creative ideas and began to help stars reach better and wider audiences. Many directed for stars such as, Micheal and Janet Jackson. As time progressed so did the way in which we view music videos, after the hype of music channels aid to get the videos the audience came a regular feature it made way for a new promotional wave of ways to access music videos, the main way which we use now is that of the Internet, with the use of the Internet many stars promote their own much videos meaning they don't need fund age or a huge hype about their music all the need to do is upload their video, stars like Esmee Denters find their big break this way. With the use of the Internet trends in music videos began to form and the videos began to create a specific style for the artist/band.

History of Music Videos

The first piece of research I will carry out is looking at the history of music videos and how they have changed. This will aid me when it comes to looking at the analysis of music videos. It will also allow me to gain more knowledge into the topic which will show when I begin to construct my final product, as I have used the research in a creative way.

A2 Advanced Portfolio In Media Brief

Create a promotional package for the release of an album. The pack must come in the form of a digipak and must include;-

• A music promo video (Music Video),
• A cover for the digipak that is being released
• A magazine advert for the digipak.

All ideas must be our own and not feature the original artists name/image, however the original tracks name must be used. We as the media students must create a 'Original Identity' for the artist we are representing.