6/03/2017

RESEARCH METHODS

QUALITATIVE RESEARCH

For my Qualitative research I will look at reviews on music videos of different genres so then I can see how each fan base on each genre is different. This would help me with my overall video because I will know the ins and outs of my artist’s songs genre and see how it is different from other genres.

The advantages of Qualitative research are that it is very flexible, cheap and time consuming (can get results quickly).

The disadvantages of Qualitative research is that it’s going to be very short with small numbers.

QUANTITATIVE RESEARCH

For my Quantitative research I will look the views of all different kinds of genres music videos so then I can see what style of music videos folk followers listen too then analyze how it is different to Indie, Rock or Pop music.

The advantages of Quantitative research is that more decisions are made and you get more information than Qualitative research.

The disadvantages of Quantitative research is that it can cost more money than Qualitative research.

SECONDARY RESEARCH

For my secondary research I will be using the internet to find information about the different camera and editing techniques used when producing a music video. I feel like this will help me a lot because I can take on them techniques in my own music video.

The advantages of Secondary research is that I have easy access to it and it is cheap.

The disadvantages of Secondary research is that it’s easier to find information than using primary research therefore it will be hard to use a variety of research methods.

PRIMARY RESEARCH

For my Primary research I will be using the college library, interviews and surveys to find information about editing/camera techniques and people’s views on what makes a good music video so that I could interoperate the information into my music video.

The advantages of Primary research is that I am not depending on the internet and getting a lot of information using a variety of methods.

The disadvantages of Primary research is that it can cost more money that secondary research and it takes up more time.

AUDIENCE RESEARCH

For my Audience research I will ask questions in my interviews such as:

- How old are you?

- What gender are you?

- What is your ethnicity?

Which I will then convert all the information into a graph of some sort.

I will also use a website called ‘YouGov’ to see the target audience of folk followers, which I will also convert into a graph of some sort.

The advantages of my Audience research is that I can see who my target audience is for my music video.

2

3

20/04/17

RESEARCH

MOST NOBLE MUSIC VIDEO DIRECTORS

- Jake Nava – Beyoncé, Usher & Adele- Anthony Mandler – Rihanna, Drake, Jay Z & Justin Timberlake- Nigel Dick – Oasis, Britney Spears & Guns ‘n’ Roses

These directors are able to make such good music videos because of the large budget they get given. None of the best music video directors could make a viral music video for the best artists in the music industry without a large amount of money. For one music video they spend between $200,000 - $500,000 so in order to make money back for the director it has to be a popular artist with a good song. Most of the best music video directors will not produce music videos of new artists unless they know there song will definitely be high in the charts because otherwise they will lose money.

WHAT MAKES A GOOD DIRECTOR?

- They must have excellent communication skills because they need to be able to clearly express what their goals are within the production and to achieve that goal they have to be able to communicate with all the crew on set.

- They must be able to handle pressure well because on set it’s very stressful and they must also be able to know that technical hitches will come up so they need to be able to handle the pressure and just get on with fixing the problem and moving on.

- They must have creativity, they have to be able to produce ideas for a narrative, come up with background ideas and other elements included in music video production.

4

LOW BUDGET AND HIGH BUDGET MUSIC VIDEOS

https://www.youtube.com/watch?v=taHJF3UQKe8

Eden – drowning

This music video is from a student, which I found on YouTube.

https://www.youtube.com/watch?v=ewjucLierFc

Zico – I am you, you are me

This music video is from a well know Korean rapper/singer.

SIMILARITIES

These two videos are filmed very similarly by showing a narrative between a couples. They show the memories between each couple to show a story.

DIFFERENCES

The lighting of the music videos were very different. The low budget video had dark lighting with less colours, whereas the high budget video was very bright and colorful.

The products used in the high budget video are obviously more expensive than the low budget video, for the low budget video they had used a lot of things you can use around from around the house.

The editing in the high budget video is more advance by using different editing skills and special effects, whereas the low budget music video was more basic of editing.

5

EMAIL TO ARTIST

Questions I asked1) What inspired you to write this song?

2) What is the song about?

3) How do you envisage your music video?

4) Would you be willing to be in the video, however we will have one week of filming and it will be in the day?

His responsesHi.

Glad you like the song.

The song is about a fictional character.

When I wrote the song I had not experienced personal grief, the character was based around people I have known in my life and my perspective of seeing them suffer.

Where I was raised in a town called Bootle in Liverpool life was pretty rough drugs, violence drinking and unemployment so you had to be psychologically strong not to fall into the dark side.

I was strong enough not to, so seeing people losing relatives and friends etc. was not too out of place.

I have thought about the video for many years. The song lyrically is clear to me and hopefully the listener.

I've always liked the idea of the video to be compilation of situations,

Not narrative based as such more symbolic shots of scenes which in themselves tell a story.

Objects, like a burning cigarette somewhere and as the camera follows the smoke the camera is elevated maybe with the use of a drone.

Or an old style kettle over boiling evoking emotion in the viewer

I like shots of odd things like a dripping radiator in a dark place.

Things from day to day which don't get repaired or mended and are just left in a state of limbo.

I like things shot in black and white and slightly ambiguous

None generic, shots that make people think and feel emotion

6

7

MUSIC VIDEO ANALYSIS

No matter where we go - Whitney‘No matter where we go’ ‘is a song by the American band ‘Whitney’ from their album light upon the lake. The song is contemporary folk/indie song.

Mise en scene

In one shot the band are in a room with plants in the background and in other shots they show this can be because folk followers are stereotyped to love nature. There seems to be a lot of hand touching which shows that the video is about love because when in a relationship you tend to hold hands to represent their love for each other. The band are all wearing simple clothing, unlike most pop videos which are very glam clothing, and this is because folk music was originally produced by the lower-class.

Lighting

Lighting is very important in videos because it sets the mood, for example if little lighting is used it creates a sad feeling where as if a lot of lighting is used it creates a happy, upbeat feeling. The lighting in this video is little at some parts but the lighting is mainly bright, which suggests that they are trying to portray the good times in relationships.

Use of props

The guitars in the video represent not only that they are a band but also the ease of folk music due to this genre being well known for the simplicity.

Location

The setting of this music video is in a house and park. The park represents nature and the stereotype for the folk audience is that they love nature, so it could also be representing the love of nature. The setting of the house represents the homely feel when you find the person you love, how they make you feel at home where ever you are.

Editing

The type of editing they have used in this video is called a cutaway which is where the video cuts to move to a different part or to relevant images/videos. Cutaway editing is often used in documentaries and films. The cuts are at a medium pace which makes the video more realistic and at ease. I feel like they chose medium cutaways instead of fast or slow because slow cutaways can often bore the audience and fast cutaways are for intense scenes and the video is definitely not intense.

8

Breathe me – SIA

‘Breathe me’ is a song by Australian singer SIA who is well known for hiding her face.

Mise en scene

In this MV SIA has used a stop-motion using Polaroid’s to show the audience what it’s like to feel anxious and depressed. In all the shots she is on her own which I feel like she is telling the audience that when you have anxiety/depression you tend to shut people out, she is giving people awareness about the disorder. Towards the end of the video the Polaroid pictures show her walking through a party and laying all the pictures up the stairs of the house. Once doing this she finds the window and jumps where it then shows us a clip of her running on the street all happy. She finally recovered from feeling depressed and anxious.

Lighting

The lighting for this video was dark until the very end where it shows that she is now free and happy. This shows us that before she was unhappy.

Use of props

The Polaroid’s in this video represent the past and how you can get rid of your past/move on, which is why at the end of the video they had got rid of them.

Location

There were a lot of locations however the main location was her house. I feel they kept the location mainly at her house for the reason that when you are feeling depressed or anxious you tend to stay at home, or the reason that most people look at their old pictures at home.

Editing

The editing in this video a stop motion which is where they stop and start the camera throughout the piece. I feel that this music video had a great meaning by using this technique because where they used the Polaroid’s it showed us what the story was really about.

9

I won’t give up – Jason Mraz‘I won’t give up’ is a song by American singer Jason Mraz from his album ‘Love is a four letter word’

Mise en scene

Throughout the music video it shows a lady and a man who are in a relationship but she feels like she needs to leave, this relationship has a few bumps. In the music video the man is showing how he won’t give up on her, the one he loves. In this video there is a lot of nature involved and I feel like this is because folk followers are stereotyped to love nature and being outside.

Lighting

The lighting in this video is mostly dark to represent the bumps in their relationship there are parts with a high lighting, which is showing how he still has faith in the relationship.

Location

The setting of this music video is mainly in the woods and nature trails which, like I said earlier, is because folk followers are stereotyped for loving nature. However there are a few seconds in this video where the girl is sitting alone in a room which could mean that she is lonely in the relationship, which is why she feels like giving up.

Editing

The type of editing they have used in this video is called a cutaway which is where the video cuts to move to a different part or to relevant images/videos. Cutaway editing is often used in documentaries and films. The cuts are at a medium pace which makes the video more realistic and at ease. I feel like they chose medium cutaways instead of fast or slow because slow cutaways can often bore the audience and fast cutaways are for intense scenes and the video is definitely not intense.

10

23/03/2017

SURVEY MONKEY ANALYSIS

WHAT IS YOUR GENDER?

Female – 66.67% - 8/12

Male – 33.33% - 4/12

33.33%

66.67%

What is your gender?

Male Female

WHAT IS YOUR AGE?

Under 18 – 41.67% - 5/12

18-25 – 50% - 6/12

40-60 – 8.33% - 1/12

11

42%

50%

8%

How old are you?

Under 18 18-25 26-39 40-60 61-70 Over 70

HAS YOUR MUSIC TASTE CHANGED SINCE YOU WERE A CHILD/TEEN?

Yes – 83.33% - 10/12

No – 16.67% - 2/12

WHAT MUSIC GENRE DO YOU LISTEN TO NOW?

Pop – 45.45% - 5/12

Rock – 9.09% - 1/12

Hip-Hop – 9.09% - 1/12

Punk - 9.09% - 1/12

R&B – 27.27% - 3/12

12

83.33%

16.67%

Has your music taste changed since you were a child/teen?

Yes No

45.45%

9.09%9.09%

9.09%

27.27%

What music genre do you listen to now?

Pop Rock Hip-Hop Punk R&B

WHO INFLUENCED YOUR MUSIC TASTE?

Parents – 16.67% - 2/12

Other family members – 16.67% - 2/12

Friends – 58.33% - 7/12

Other – 8.33% - 1/12

WHAT MAKES YOU INTERESTED IN A MUSIC VIDEO?

Choreography – 33.33% - 4/12

Fashion – 8.33% - 1/12

Storyline – 25% - 3/12

Visuals – 33.33% - 4/12

13

16.67%

16.67%58.33%

8.33%

Who influenced your music taste?

Parents Other family members

Friends Other

33.33%

8.33%25.00%

33.33%

What makes you interested in a music video?

Choreography Fashion Storyline Visuals

REFERENCES

"The 10 Best Music Video Directors Of All Time". Green Label. N.p., 2017. Web. 20 Apr. 2017.

"What Should A Music Video Budget Be?". Garrett Gibbons. N.p., 2017. Web. 20 Apr. 2017.

"EDEN - Drowning. (Student Made Music Video)". YouTube. N.p., 2017. Web. 20 Apr. 2017.

"지코 (ZICO) - 너는 나 나는 너 (I Am You, You Are Me) MV". YouTube. N.p., 2017. Web.

20 Apr. 2017.

"Whitney - No Matter Where We Go (Official Video)". YouTube. N.p., 2017. Web. 20 Apr. 2017.

"Sia - Breathe Me". YouTube. N.p., 2017. Web. 20 Apr. 2017.

"Jason Mraz - I Won't Give Up [Official Music Video]". YouTube. N.p., 2017. Web. 20 Apr. 2017.

14

PRIMARY RESEARCHVideo commissioner

In every music company there are video commissioners who are responsible for producing the videos of the artists in the label they work for. The role of a video commissioner is very similar to an executive producer, they bring in money from the record label and oversees the entire production. They also have to make sure that the company's interests are also included into the music video. Because video commissioners have to work very close to the artists they are working for throughout the entire production process many of the artists like to work with the same commissioner for multiple projects.

The three types of continuityContinuity of ActionFor example, if the actress/actor picks up an object in the WS, there must be a close-up shot at the same time so that the rate of picking up the object is the same hand and object used.

Continuity of directionIf the WS shows the actor/actress facing the right and the actors/actresses hand reaches to the left side of the frame then a close up shot is needed to show that the hand is reaching to left side of frame.

Continuity of locationContinuity of location is about the lighting, background and audio. For example, if one shot shows the ocean in the background then all shots should indicate that unless the change of direction is shown on camera.

Musburger, R. and Ogden, M. (2014). Single-camera video production. 2nd ed. Burlington, Massachusetts: Focal Press.

Creating Z-Axis movementDue to videos having a smaller screen and lower resolution to photography or motion picture film, video tends to rely on Z-axis movement which compensates the video.

'moving subjects in the frame or moving the camera around the subject, arranging the objects in patterns that appear to be in perspective, using as short a focal length lens as possible, and arranging the objects and subjects in the frame to create a background, middle ground and foreground all to help create a usable Z-axis.

When filming do not film a person or object straight on because not only is it boring but it adds more width to the person. When filming rotate the actor/actress so the camera

15

captures a three quarter view, but don't turn them so far that you can't see both of their eyes.

Musburger, R. and Ogden, M. (2014). Single-camera video production. 2nd ed. Burlington, Massachusetts: Focal Press.

What makes a good executive producer? Pays close attention to detail Is readily reliable Is able to problem solve Has great communication skills Is able to negotiate well Excels with budgets Skillfully juggles all personalities involved in project processes a strong knowledge of music industry Earns the clients trust Creates a supportive working environment Encourages directors to create their best work Supports the director and producer

Schwartz, L. (2007). Making music videos. 1st ed. New York: Billboard Books.

Executive producer's responsibilities Advancing the directors career Overseeing project acquisition Managing, budgeting and scheduling Hiring Overseeing the shoot and post production

Schwartz, L. (2007). Making music videos. 1st ed. New York: Billboard Books

What makes a good director? Has creative vision, drive and ability to push the expectations of an idea Captures the essence of the artist and the soul of the song Has excellent communication and delegation skills Makes choices without wavering Has confidence and a signature style Is a terrific salesperson Can get people excited about ideas Is pleasant to work with and be around Understands the fine balance between artistic expression and client

expectation and obligation.

Schwartz, L. (2007). Making music videos. 1st ed. New York: Billboard Books.

The directors responsibilities Thinking of the concept of the video

16

Writing the treatment Designing the videos look Describing their vision of the music video Leading with creative perspective Maintaining creative integrity Instructing during the edit Building a successful career.

Schwartz, L. (2007). Making music videos. 1st ed. New York: Billboard Books.

What makes a good music video?"A great video is when the song and visuals connect." - Little X, Director

" I'm always happiest with the videos that have a degree of subversiveness about them. The videos are commercials, and usually they're pretty mainstream, and that's fine and good; but its great if you can get something on air that people can see that also bends rules a bit and that you can have some fun with." - Devin Sarno, Vice President, Visual content; Warner Brothers Records

Schwartz, L. (2007). Making music videos. 1st ed. New York: Billboard Books.

17