Timeline of the history of music videos

Research into the history of music videos and explain how they have changed over the years. Include key artists and images to support the points that you have made. Attached is a worksheet to support you in writing your post.
What is a music video?
A music video is a short film which presents a visual presenation of a popular music song. MTV the music television station was originally launched in 1981 and played continuous music video programming without any specific conventional genre.
Roots of a music video can be found extremely early, as early as 1911, Alexander Scriabin wrote his first symphony; poem of Fire for orchestra and 'light organ'. There appeared to also be traces of animated films of Oskar Fischinger which were supplied with orchestral scores. As well as this the early animated efforts and production of Walt Disney were built around simply music, examples of this were Silly Symphonies, and the Warner Brothers cartoons, known as the Looney Tunes.  A Blues singer named Bessie Smith also appeared in a short film called Saint Louis Blues back in 1929. this featured in dramatised performances of the hit song, it was later shwon in theatrues in 1932.

In 1938 Segei Eisenstein's film named 'Alexander Nevsky' featured extended scenes of battles which were choreograped by Sergei Prokofiev, this has been said to have set new standards to the use of music in film and has therefore been described as the first music video in film, as this was successful, popular and therefore realised throughout the media industry, it offered a new form of entertainment.

1940- Throughout this era early forms of music videos were produced and labelled as 'Soundies', these were one song films and were made for the visual  panoram jukebox, focusing on majority jazz musicians and at times torch singers, comedians and dancers.  

What is a Parnoram Jukebox?
Before the Soundie, dramatic movies did typically have a musical interval, but the Soundie highlighted the importance of the music made, as people would concentrate purely on just the music, instead of the film itself. Many jazz performers appeared in these Soundie short films, some still available on video tapes or DVDs today. This brought alot to the music video in the way in which it developed a deliberate seperate focus on music. Technology had a huge influence on this as it created a specific focus on music, peoples interests would begin to grow.
A Parnoram jukebox consisted of roughly eight three-minute Soundies which entertained people and were popular in taverns or nightclubs.

1950-1954
More than 1000 short musical presentations were filmed for television fillers. The first short musical films made for television were Snader Telescriptions. Most of them were conventional pop but included rhythm, blues. jazz and country music.

1960
French technology developed for serial photography during the war which was adapted to create the Scopitone modern visual jukebox, this was very successful in France as it revealed bands playing. In comparison to the US however, the quality appeared vivid and unusual, partlu because the genres were explored differently also.





Timeline of inventions in music industry:

Music video timeline

• 1941: The Panoram Soundie is a jukebox Invented that plays short videoclips with music in the USA. Big hit in bars and clubs.
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• 1956: Hollywood discovers the genre of music-centered films. Rock and roll films begin.  (Rock Around the Clock, Don't Knock the Rock,  Rock Pretty Baby. Famous Elvis Presley movies. Films began to integrate musical performances into a story, Engaging audience with the music and the lyrics.  
• 1960: In France a re-invention of the Soundie, the Scopitone gains limited success.
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• 1962: British Television invents a new form of music television. Shows like Top Of The Pops, started and became huge hits.
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• 1964: The US-Television market adapts the format. Hullabaloo is one of the first US shows of this kind, followed by Shindig! (NBC) and American Bandstand.
• 1970: The record industry discovers these TV-Shows as a great opportunity to promote their artists. They focus on producing short "Promos", early music videos which started to replace the live performance of the artist on the TV-stage.
• 1975: Bruce Gowers directs the music video "Bohemian Rhapsody" for Queen. Today considered as a landmark in music video as it featured the complete visual grammar of today's music promos.
• 1981:A company known as American Express  starts MTV, an experimental satellite channel broadcasting 24 hours of music videos. The first video played was The Bugglles  "Video Killed the Radio Star". Today the start of MTV is commonly  viewed as the  "golden era" of music videos, focusing on popular culture.
• 1996: Popup video is first aired on VH1
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• .People would disagree with this as many people see it as the death of the true artist, because now in order to be popular you must be physically appealing, it is now about image rather than vocals, MTV evokes this. A persona is now created and evolves around an interesting character which people may be able to either relate to, therefore understand and be interested in their lifestyle or background, or someone which may appear visually different and attract attention due to standing out; for example, Lady GaGa. This way she can then attract publicity and explain why she is how she is, which people eventually grow to admire and like. There are artists in the pop industry which emphasise and draw attention to their wild characteristics and image rather than the talent of singing, popstars such as kesha are an example of this. She sings about partying, drugs, drinking, living a nihilistic life, which attracts and appeals to a young teenage-adult audience. 
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What makes a music video Unique?

To recognise the diversity of music videos 

Chris Cunningham and Michael Gondry are two music directors which specifically create diverse music videos.

Chris Cunningham directed a video by Madonna named 'Frozen' which demonstrates evidence in the ways in which it simply challenges conventions and appears diverse. Firstly, Madonna appears to be singing about someone whom has broken her heart, however there is no evidence of this person throughout the video, the only character is a female actor. She sings and confronts this person through the use of the second person 'you', this therefore makes it seem like she is confronting and engaging us as an audience but appears unclear as there is no focus on this person. 

This music video challenges the genre and characteristics of Madonna as an artist herself, although her music videos may vary majorly in attempt to capture a demandingly vast audience,  the electronic ballad 'frozen' challenges her conventions as a pop artist. The music video is revealing heartbreak, therefore the dark, low key lighting emphasises this solemn effect, which allows her to strongly evoke her emotions which is further conveyed through the atmosphere and weather which is heavy and dull, as if unable to escape from this mood as she is constantly surrounded.

 This may fail to capture an audience as Goodwins theory is rarely evident, as the lyrics fail to distinctively match her actions. They appear to be conveyed through slow movement and black iconography in attempt to express hurt and perhaps desperation. There is some reference, however, for example 'Love is a bird she needs to fly', there are crows in this video which are flying, she is referring to herself, these birds can take off and are free but she feels trapped which is ironcically revealed through establishing shots of endless scenery in order to suggest isolation and vulnerability. However, crows are a bird which are often viewed negatively and to some extend foreshadow death, perhaps her love is dead. This expresses the diversity of her music video, generally if a bird was used to positively convey love or convey love in general there would perhaps be a white dove flying in order to clearly suggest to the audience that this bird is love and is a theme. It is not specifically made evident, which continues to portray the poignant, dark mood. 

The structure and style of the music video is a concept video which appears to be obscure as it lacks explanation or narration failing to explain or elaborate the reasons for why she is like this. This intensifies the abandonment, as her life doesn't appear to be what she wants it to be, lyrics such as 'waste your time with hate and regret' seem ambiguous as we would originally assume she is relating this to someone however her actions and dark mood expressed would suggest it is her who has thousands of regrets. The video consists of many close ups which do allow us to connect with the artist, revealing her emotional strain, there are also repetitive reflections of herself which appears spontaneous but is successful in revealing her entrapped mind and thoughts, which is supported by her laying on the floor or crouching she is physically and mentally weak. 'You only see what you want to see', here the artist stares intensively looking down slightly which disengages and removes her from the audience as if deep in thought, emphasising her desperation. 

The connotations of emptiness and darkness make it seem as if she is represented with no heart, this is the death of it, although she sings about her heart and emotions, emptiness remains, as if an insight into her dark soul. 
There are also specific close up shots and focus on her hands, revealing a tattoo of the sanskrit symbol of God which is believed to remove all despair, taking you closer to God, which adds religious context to her. Perhaps she turns to God in order to be heard because she is emotionally trapped an has no-one who will listen nor turn to, God allows her to gain strength and belief. She appears to be serious through the use of black and body language but perhaps she fails to be taken seriously and understood.  

The video is extremely unordinary and could disengage the audience as it does not follow the concepts or conventions of a music video which Madonna would create. This can be seen as a disadvantage as people may fail to see the deeper meaning and depth throughout this video as generally people just want to be entertained when watching a music video. However I think it is powerful in remaining basic in order to be emotive. 

Advantages of having a diverse music video 

• Makes a music video memorable, ability to stand out from the rest making it easily recognised.
• The artist appears individual and independent. 
• Artists can have a niche audience which this would conform to
• Abstract comes to life
• Frozen appears successful in conveying emotional hurt, isolation and desperation through a concept video! 

Disadvantages of having a diverse music video

• It may be difficult to build/form a relationship with the audience. 
• Doesn't always appeal to everybody, people may want something they can easily relate to and understand 
• Therefore a limited target audience could be formed

Gondry's music video-The White Stripes 'Seven Nation Army'
This music video lacks significance to lyrics however it does peculiarly have basic rock genre characteristics although it may appear less clearly. The duration of the music video consists of something similar to an optical illusion, as it presents the artists performing from a long shot to a mid shot, through reoccurring triangles showing movement as if travelling through an endless tunnel, could this be setting the pace of the song itself? The characters are emphasised through becoming larger as if projected, in order for the audience to remain focused on the characters however this is challenging due to the pace. Instruments are present as drums and electric guitars are revealed as they play them, this is rather specific to the rock genre. There are also movement of the characters, for example pointing, or when the lyrics say 'want to hear' the character covers his ears in order to engage us with what is being presented, this could be touching on elements of Goodwins theory but it appears to be extremely vague.  Instead we are distracted by the spontaneous  repetitive marching skeleton warriors which add to the aggression or negativity of this music video. The words used such as 'pounding', pleading, rip off and blood make this appear graphic, implying sufferance which is emphasised through the colour red perhaps suggesting seriousness or danger, he sings in an aggressive tone in order to elaborate perhaps anger or general aggression which is usually specific to rock artists.
This music video fails to captivate an emotional interest within the lyrics, however the genre must be considered as people who have an interest in rock wouldn't specifically be looking for a connection, as most rock videos are live footage/performance based and focus on the heavy base/ use of instruments and body language to connote aggression, similar to this as it also focuses on the beat with the flashing light. This could diverge a mainstream audience as the repetition may disengage people, but is successful in allowing the music video to be detected as a specific genre.

((Consider if Gondry's or Cunningham's style of video production would suit your chosen genre. Identify elements which would work well and wouldnt work well))

Gondry's style when analysing 'The White Stripes' could perhaps suit the conventions of a rock genre as it still focuses on elements of performance and would be appropriate when specifically focusing on this, elaborating and further engaging focus on the artists through mirrored effects. However as our selected song and traditional music video is mainstream  a diverse style would not suit our music video, artists which are extremely well established such as Madonna may decide to create a diverse video in order to differentiate herself and surprise her audience from a 'professional point' of view it would be challenging for us to do this as we have to consider ourselves as if 'new artists' therefore we would want to do all we can in order to familiarise and connect ourselves to our audience. New artists which are breaking into the pop industry usually follow a conventional, stereotypical video in order to familiarise themselves and attract this mainstream audience; examples of this would be with Rita Ora, Justin Bieber. We may be able to take features of these types of diverse videos forward such as the specific use of lighting to emphasise the beat and attention on colours but not to an extent where it may appear unordinary and peculiar as we want to avoid ambiguous effects which diverse videos create. I think diverse videos can be extremely effective as it portrays creativity and an element of the unknown, but seeing as our music video is a pop/dance/rnb type music genre this would not be appropriate.

Planning lighting and colour

What styles of lighting are you using and why?
IS this conventional to your genre
What are the main colours/connotations

To ensure that our music video is successful and of a high standard we must make sure that the styles of lighting are conventional to our genre this is allow us to attract a specific audience. However at the same time we want our music video to be recognised and stand out, as Rihanna's 'Where have you been' video combines a mixture of pop and rnb/dance, therefore we hope to combine filters in order to emphasise the beat of the song, portraying the nightlife relating to where this music would be played.
Low and high key lighting will be important when combined with actions as it allows us to further portray moods. Low key lighting would appropriately be used when wearing our masquerade masks in attempt to evoke mystery, highlighting a hidden identity or change in persona. If darkness is used this could express a change in mood and negative energy. Lighting is important in developing focus on the characters and enhancing their feelings and emotions. 

Throughout our music video we will be using different styles of lighting during each scene. Lighting is important in a music video as it helps further produce and develop an atmosphere which coincides with the iconography conveyed in order to emphasise and express the moods and emotions.                                 In our music video we will be using natural high key lighting in specific shots in order to portray purity and innocence, which will be expressed through a white theme, this will hopefully capture and engage the audience as emotions will be expressed through facial features. Lighting is important in evoking the emotions and feelings through our music video as we are filming a narrative based video, therefore it is important that we develop an understanding. The lack of awareneness from the character that appeals to us or who we are looking for is oblivious to our emotions, making us feel as if we are removed from reality. This is challenging to convey as we want to be able to amlost create features of dramatic irony as the audience are aware of who we are after and what we want but the world and this particular character has no idea, as if to us deluded. Therefore considering lighting is extremely important as this cannot be effectively connoted without lighting, editing and even iconography.                                           "Where have you been"  is a combined genre music video with elements of dance due to the beat and chorus  which is shown through Rihannas dancing. As we are not dancing we would like to convey the dance genre and consider the beat of the music by using ambient filter and tinted colours which is partly considered as editing.  This is a specific genre to many dance music videos as it offers quirkiness and energises the shot, as if replicating a club like environment with flashing lights, evoking a dance culture. The filters also connote a feeling and loss of grip on reality, as it distorts the colours in which we can see in, perhaps reflecting how the characters feel. We will have to plan this carefully, for example if we want to portray anger or poingancy the colours of the filters would vary. Filters will allow us to cover and enhance the theme of the dance side of the song, although this may appear to be concept related as it does not entirely match the narrative, it could be successful in showing how the characters are deluded from reality and withdrawn from themselves, especially when the masks are worn.

This will be conventional to our genre as dance/pop themed videos reveal upbeat, fast tempos which are enhanced by the artificial colours and lights used. This will feature throughout but not continuously/constantly used as we still need to highlight the pop culture throughout the music video, it would not be appropriate co constantly use this as the beat and pace is slightly slower than an original dance track but speeds up during the chorus. We would use filters perhaps through the chorus in order to enhance the growing pace which is important throughout the song.

                              

Analysis of magazine/poster adverts

Posters are used to promote the artists and their albums, this poster is promoting Rihannas Loud album, familiarising the audience with the playlist by suggesting that 'Only girl in the world' single has been released from this album also. The bottom part of the poster fades out, making it simply black, this has been done in order to allow the audience to focus on the image, but add importance and urgency to the words used. Emphasis is added on words such as 'Rihanna' and 'Loud', parallel to the theme or background with a beige like font, separated. Highlighting and drawing attention to the key promotion, the point of the poster is to promote and make the audience aware of her new album name and the artist, therefore this is given importance, we can see it clearly as if jumping out at us from the rest of the font. The loud is large, as if read loudly, standing boldly and independently alone, representing the meaning of the word loud, as if shouting at us. The release date is at the bottom to make it remain memorable and is larger, again because this is important, the informative information is separated by using a white font in comparison to revealing what artist and album it is. The 'R' in the top left corner stands alone, Rihanna is an established artist and this simple logo is enough to show the audience it is Rihanna. The piece of jewellary on her arm alongside the 'R' indicates features from her previous rated 'R' album, due to the success of that album she can now specifically continue to use features from that in order to establish herself such as this simply logo, but only slightly as she wants to remain to make each album different and individual. The jewellary on her arm is almost as if she has broken off from a chain and is now absorbing the opportunity of freedom. It could on the other hand simply be iconography used to continue to show elements of mainstream conventions in order to replicate this wealthy, idolised image, she may be situated in a field but can still remain luxurious and beautiful. This is also contradicted through her nakedness, being naked in a field is far from luxurious or classy, as this is Rihanna it could further be implying sexual connotations/references to show that she is and will push the boundaries in order to separate herself from the average and remain outrageous and memorable.  

The poster reveals a long shot of Rihanna situated in a field as she sits up in a kneeling position, she appears to have a frilly red dress wrapped around herself as she holds on to it, which suggests she is naked, as he leg is prominent ... Her body language, with her head held high and her arms gracefully wrapped around herself connotes a thoughtful state of mind, as if reflecting, the fact that she is naked in a deserted field however implies vulnerability and abandonment. The colour red is used often; her hair colour and dress, the field also appears to be slightly tinted, this colour was used as a theme and new image towards her album release, making a new statement in order to standout. This colour offers relevance to the album as the use of the pastel colour red could suggests lust in this instance as Rihanna wants to be treated like shes the 'only girl in the world' suggesting intimacy. However, because of her body language-sitting up this could depict elements of self belief or independence and therefore slight power, to imply she has not been taken advantage of and feels comfortable in her own skin and who she is. 

The lexis at the bottom of the poster is extremely basic this because in the eyes of the music industry she is already well established and does not need to be referred to any other singles or albums previously released as she is recognised by her image. People will see the image or look at her name and be able to associate songs to her image due to her success. They do not need to even mention or go into detail of the CD title or what it features because people will just want to listen to Beyonce's music regardless. The bold font against the black background allows the font to clearly standout and be read, highlighting the most important date through bold and enlarged font.

The attention and focus is on Beyonce, as the background is plain but bright allowing her to make a statement focusing on her positioning and body language indicating a dance motion. Using her dancing talent to further establish herself, as she is known as one of the best female artist dancers. Her hands behind her head suggest confidence as she professionally glares forward, lacking emotion as if concentrated or focused on her fortune and dream, giving her a natural appeal. We know this due to the way she is styled, in a glittery, delicate crop top as if she is wearing diamonds. The use of the diamonds image may be used to imply wealth and a reflection of her star image, bright, expensive and rare, further attracting attention to what she is wearing engaging the audience with features of dance.  The image of Beyonce is high key lighting and uses top lighting in order to enhance Beyonce, giving her a golden glow with big hair connoting her huge talent and confident, independent persona. As Beyonce originated from a girl banned named 'Destiny's Child', it is important that she remains a positive role model and icon to teenage girls, here she appears sexy through her attitude and confidence, making her likable and not fully exploited like Rihanna which may not appeal to certain people as they disagree with this image- obviously her top is more revealing but it is relevant as she is exploiting her dance image.


Summary
Researching and analysing magazine posters are extremely important and effective in allowing us how to successfully create one. From analysing these to music poster I now understand the importance of simply highlighting key facts in order to engage the audience. I understand that it is vital that we have large images of our band as we are an emerging band and are not well established so would have to therefore inform the audience who we are, in more detail than Beyonce's. It needs to be simple and eye catching through the use of colour and the positioning of images in order to add importance.
After looking into different magazine posters, the genre and the conventions of that genre needs to be considered,this allows us to convey our personality as a girl band. We also want to make it obvious that we are a pop/dance. Rihanna's theme throughout the Loud album is the colour red in order to connote lust, this is clearly portrayed throughout her advertisement, it is important that we carry a specific theme forward if we can, for example an element of fun. Doing this will allow us to appeal to a specific audience.  I think using dark colours would allow us to highlight the dance element, adding an element of seriousness but also conveying future success through powerful golds and silvers, it would also be successful in allowing the font to appear bold and simple to read. I hope to add bright colours also to carry forward fun and personality at the same time.

Planning Cinematography

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Analysis of Cinematography 

Camera angles must be considered and planned out carefully during producing the storyboard, this enables us to make sure that the video with editing will be continuous. Camera angles are important in music videos and have different connotations depending on each shot. With our music video we are planning to use varied shots ranging from establishing shots to familiarise the audience with their surroundings to shot reverse shots in order to portray and connect two characters, evoking their relationship status or problems again engaging the audience with their emotions, showing a swap in perspective, making the audience aware of each characters feelings but also developing a perspective in which the audience have an insight into further emotions, and are aware of their feelings or mental state.

Our music video will consist of varied camera angles

Close ups will be used, these are popular throughout all music videos but especially mainstream music videos such as pop/RnB genres. Close ups are used in order to develop a relationship between the artist and audience. We want to be able to see the artists facial expressions, and singing which further connects the audience to the lyrics as you watch them mime.



Extreme Close Ups 
Extreme close ups focus on a specific area, as if zoomed, this usually focuses on the facial features of an artist or area to draw attention to movement. This is often used in pop music videos, to express and intensify emotions. Extreme close ups are commonly used on the lips, this can simply add focus on the lyrics through the movement of the lips  miming. However extreme close ups emphasise intimacy, particularly on the lips, a pop artist that often has this feature throughout her music video is Jessie J. An extreme close up on the eyes can also intensify and reveal emotions such as anger or seriousness. This can also emphasise the notion of looking as a extreme close up of the eyes followed by identifying what they are looking at, perhaps a characters body develops and indicates a sexual desire/ viewing characters as sexual symbols.This is specifically used throughout male artists music videos such as Pitbull or Flo-rida as they exploit the female body. Rihanna uses extreme close ups in her video to develop similar characteristics, exploiting herself, they are very common in pop music videos.

Establishing shot

An establishing shot sets up the context of a scene, opening and engaging the audience as it develops an understanding of where the scene takes place. This is often used at the beginning to introduce the setting and open a music video. It is often used in narrative based music videos and can create the effect of a mini film, by including similar features such as this. Above is a screen shot of Paloma Faith's 'Picking up the pieces' music video, which opens with an establishing shot, it also is successful in creating and setting an atmosphere, as it looks deserted connoting  feeling of abandonment.

We have also planned to use establising shots during our music video to familiarise the audience with the location. It will hopefully enable us to show a passing of time through people going about their everyday life, we chose escalators as they are always busy and reveal people returning and leaving. This should portray and add a slight focus on voyeurism, as we are watching, the camera situates the audience in the artists position as if we are there watching and the camera is therefore our point of view.  We are searching for the right person, applying Goodwins theory as 'Where have you been' would be associated with searching for someone.

We have planned a high angle shot on the escalator similar to this image. High angle shots are employed to make characters appear insignificant, weak, scared or powerless and belittled as the camera towers over the character, developing a point of view from another character or from the item/object they are looking up at. High angles are generally used in horror films in order to identify the vulnerability of the fearful character. It is also used to highlight authority and lack of it. Music videos rarely use high angles to express and show the character as most music videos want to show their artists as dominant,  superior to the average person. This would also contradict their personas as they want to be viewed as confident. High angles are probably more likely to be used in narrative based music videos when showing a story, this might be relevant in music videos based with a theme of heartbreak or a drug related theme to emphasise a lack of well being, feeling worthlessness, reflecting their state of mind.  

High angles could be used in a dance genre music video as it allows a clear image/shot of people dancing/raving in a nightclub, which is atmospheric as you feel included in this shot. This is not used to create isolation or insignificance but to highlight everybody together having a good time and enjoying the music, allowing us an insight into this type of lifestyle. 

This could be used in our music video if we were to show a club scene, or if we wanted to represent ourselves as distraught or defeated in 'searching for someone', as we cannot get what we want. 

Low angled shots on the other hand create a contrasting view, depicting the character as superior as the camera looks up the them, this makes us feel weak where as the high camera angle makes us as the audience feel superior. Low angle shots are often used in the rap music genre as this develops the stereotypical powerful dominant personas they are trying to convey, their strong characteristics are emphasised by body language and hand gestures to engage with the music, connecting lyrics with visuals. This allows emotions such as frustration and aggression to be understood and exaggerated. Pop music uses a wide range of shots, therefore low angle shots would be used, artists want to be admired and looked up to  which this can convey. 

We will be using (eye line) over the shoulder shots followed by shot reverse shot to allow us to convey two characters interacting together. This allows the audience to engage with the characters emotions as this shot will reveal facial expressions.




The shot reverse shot continues to create a different perception from each character of how they each feel about each other. This reveals to the audience both characters emotion, developing a better understanding between the situation or emotions conveyed. This is important in ensuring that accurate continuity editing takes place, making sure that the music video flows correctly.






Weather of location
The weather should not effect our filming, if it is raining this could create pathetic fallacy as the rain could evoke our mind set and emotions of saddness, distruption or betrayal. . On the other hand it may create problems if we are attempting to be well dressed or appear glamerous this weather would not be appropriate in allowing us to do this. However it does remian successful in producing a contrast from us and reality, capturing attention as the background would appear dull but we would appear powerful and untouched, at time moment it is rather open as we continue to plan what it is exactly we want to convey.

Health and safety risks
Health and safety will be taken into account at all times, our locations do not really pose any serious specific health and safety risks. When in busy public areas such as Cental London we will have to have consideration making sure we are not being an obsticle or disturbing people going about their everday lives.  An example of this would be filming on the esculator, we will have to attempt to avoid rush hour although we need it to be busy, timing is very important, we will have to make sure to plan our day out. This could also be challenging as we have to remain stable when filming and cautious, we would  have to practise beforehand becuase a tripod would be most appropriate to allow the camera to remain stable however this may not fit so we would have to hand film.

Cinematography used throughout our music video 


Establishing shot 

Establishing shots are used during our video to reveal the setting, forming a relationship between objects and figures. This informs the audience of our surrounding and where we are. It was important to use different establishing shots throughout London to identify us searching in different locations as if running through the city.
Establishing shots are often used to mark traditional land marks, this would easily be identified as London due to Big Ben, it shows where the 'action' is taking place, or in our case moving to/been. We have used traditional, well known places so the audience can refer to these places.

Point of view shots -Hand held

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  Point of view shots have been used to place the audience in this characters position, making them more aware of the surroundings the characters, adopting a feeling or understanding towards the characters moods and emotions. The character running could suggest panic, this alley is also empty which could show isolation
  The camera is also hand held which visually reveals the motion of us running. It has been distorted
  
  
  
  . Over the shoulder 
•  Is a shot of someone or something taken from the perspective or camera angle from the shoulder of another person. The back of the shoulder and head of this person is used to frame the image of where ever the camera is pointing towards.
  The over the shoulder shot was originally planned to be used when with the love interest to express the intimite moment the character feels between them, placing us in the characters position, however this is not returned. As the storyboard and planning changed we decided it would be more appropriate to change the shot and not include this in order to have elements of concept and narrative to promote genres of dance and pop. Beforehand it was too involved.
• The image below is an over the shoulder shot of me running through a cobbled road at night time by carnaby street, during this scene it promotes vulnerability as it is placed slightly above me to show me running away, placing the audience in my position. .

 

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Clops ups have been used at the begning of the music video, followed by a series of long shots, this introduces the audience to our characters. It is important to introduce the audience to our characters, as this familiarises us, it ensures that we are the artists. It also captures facial expressions, portraying moods, an example of this is when we are spinning around to firstly suggest we are lost and going round in cirlces, there is no progression. Secondly it literally shows us as happy, promoting fun characteristics which we wanted to express in a girl band  as we carelessly spin around, preventing a feeling of constant seriousness. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Iconography

Initial planning of Iconography

To allow us to produce a successful music video we had to consider specific iconography which further develops and conveys emotions through our genre and themes in order to let the audience further connect with us.
Sometimes it can be difficult to portray significant emotions simply through body language and actions.
 Throughout our music video we have chosen to wear masquerade masks  to emphasise the theme of  voyeurism . This allows us to draw attention to our eyes.  On the other hand it also depicts a hidden character, as we continue to long for the person we love, depicting a feeling of being wanted and hidden within ourselves, perhaps trapped as the male is not aware of this. 
The masquerade mask develops the ignorance of the unknown as the audience do not know who this is. Helping develop a mysterious element as we watch and observe through different eyes as, his life, eventually attempting to recreate ourselves to what he would want. 













The detective hat and newspaper  further develops the searching process of a stereotypical feature as a detective would wear these in films , cartoons and comedies, evoking mystery and suspicion. Usually when the hat is worn or put on it suggests a slight change in persona or mood as they 'mean business'. They are ready to start their search and be perceived as serious. The newspaper denotes the  theme of educating and informing ourselves, hopefully using this theme we have been inspired to develop it further by transforming the headlines and stories on the front to virtually reveal to the audience our obsession, replicating our thoughts as we sit there thinking of what we want to happen. 

 As a result of this there could also be an article or another heading explaining possession and complete insane obsession towards the character we want. This allows the audience an insight into the future, foreshadowing futuristic events and what is to happen if we continue like this we will eventually go mad, we perhaps already are insane. This shows the start of the huge change in character and is expressed clearly to prevent confusion from the audience. Ironically as we are sitting behind this newspaper, we are watching the man we have began to stalk, this is also typical to a detective, again adding to the suspicion. 


We have carefully planned our iconography, styling ourselves in specific colours changing from red to black. A red skater dress will be worn to signify romance and danger, as although she may be with 'the male she wants to be with', he mean while is just causing hurt and sufferance as he does not realise her feelings and emotions towards him, as he already has a girlfriend. 

The black skater dress will be worn with the masquerade mask to connote mystery or a hidden identity, appearing simple and minimalistic but fashionable at the same time.



Changes during Filming 

During our process of filming  we opted for warmer, casual, dark clothing, therefore a navy beanie and hoodie was worn. This enabled us to merge in with the crowds but still be apparent through specific camera angles which added focus on us. This was increasingly relevant to the narrative as we are searching for someone, almost as if it is an obsession. The hat and hooded top prevents attracted attention, perhaps creating a hidden identity as the hat disguises us. The hood/hat could suggest us hiding behind ourselves, it offers security and protection as we fear of rejection or being identified if we detect our love interest, enabling comfort.  Instead of hiding behind a newspaper we decided that the hood, hat and mask represented us hiding.

 To the right is a photograph of the masquerade mask we used throughout shots. It develops the idea of hiding and shying away from who we are, or symbolising who we are from his perspective; nothing as he is unaware of our emotions. It is as if our identity has been taken away from us. Wearing the mask has been limited throughout the music video to add impact, it was more effective to have a jump cut of the mask close up to connote a change in character as we go and search, differentiating us from our average selves, developing a new mysterious persona.


The music video ends with a red burning candle which fades out, it could metaphorically represent the end of our search or journey, on the other hand it could be a sign of weakness and a sign of defeat, we have given up and can no longer see the light. The glimmer of hope which once remained has now diminished and it is time to move on. The low key lighting emphasises the glow of the candle, as we continue to live our lives into the unknown. It could also imply the feeling of negative energy which surrounds us and feeling of isolation due to never finding who you desperately need to visit. The candle concludes the end of the narrative/concept based video. The colour red is a 'sensual colour' and is typically associated with passion and lust but also anger, this depicts our emotions felt throughout the narrative. The candle could represent a movement in time, it going out could show a sign of weakness but also strength as we move on from this situation, growing, growing stronger - (as girl band would stereotypically connote independence). Revealing this search ending as we return to reality, after all a candle cannot burn forever, this could be a way of suggesting nothing lasts forever in general.

**miley cyrus/Justin Bieber analysing a stars (teen)

Goodwins theory summary*

Genre and characteristics

Artists Image

Target audience*

values considered

times*

Destiny Hope Cyrus 

Born : Franklin Tennesse
DOB:23rd November 1992 

How Miley cyrus became famous

Miley Cyrus was influenced by her actor father known as Billy Ray Cyrus, she had began to attend acting and singing classes in order to pursue her career in acting. Miley's  'claim to fame' was from a popular Disney sitcom programme Hannah Montana where she originally auditioned for the part at the age of seven but was too young so re-auditioned at the age of twelve and was awarded the part. Beforehand she had minor acting roles such as featuring in her fathers television show 'Doc', playing the guest role, followed by this she also performed in Tim Burtons film 'Big Fish' as Ruthie, later reoccuring on one of her fathers television programmes which he was hosting. These numerous roles at such a young age benefited her as it lead her to be experienced at such a young age, successfully excelling in her acting career.

Artists Image

What did Miley Cyrus as 'Hannah Montana' originally offer to the music industry?

Beginning a career in the music industry allowed Miley Cyrus to move away from her innocent childhood teen idol image of double persona Hannah Montana.

Her target audience included:

•  School girls
•  Fans of Disney
• Typical age between 8-14

However as she became established and promoted  as an artist her target audience began to change, it is arguable that her fans have grown up with her so would therefore have an interest in her as an artist as well as an actor, but she would no longer be appropriate or as relevant to younger children today.

However this is what brought success and fame to her, therefore initially producing a song ' The best of both worlds' for the programme which was released on March 28 2006, drawing attention to her musical/singing ambition rather than just simply acting.

Miley Cyrus was signed to a four album deal with Disney owned Hollywood Records, which successfully peaked at number one billboards 200. They tactically produced an album which appealed to a vast audience with one disk being the sound track to the second series of the programme, while the other one was titled 'Meet Miley Cyrus' which enabled her to further familiarise, promote and be realised as Miley Cyrus.


 - Best of both Worlds
During this music video Miley cyrus or Hannah Montana is singing about living a split life with two different personas, one in which disguises her from fame allowing her to lead an ordinary life while the other lets her perform. This music is made up of live footage of Miley performing on stage as 'Hannah Montana'.
She performs basic dance moves in order to add emphasis to the lyrics sung, this is also an obvious specific convention to a performance based video. The dance moves are simple to pick up on, lacking in complexity in order for her younger audience to pick up on them and perhaps too perform them. The dance move are relevant to the lyrics therefore Goodwins theory can be applied, an example of this would be when she sings 'mix it all up' she performs a mixing motion, she also points at the audience and camera in order to engage with them suggesting that she is aware of their presence, this appeals to the audience.
The video is of poor quality and appearing extremely cheesy with the iconography used such as hats, and the sequin red top, she is dressed casually to connote innocence and awareness of her age as she is popular with younger children and wants to be seen as a role model. This Hannah Montana image is what younger children would perhaps be inspired to have- leading two lives, and they want to capture interests by making it fun portraying a perfect life with no downfall. The general reactions of the crowd are over elaborated in order to show affection towards her and increase this longing for her idolised image.
Camera angles are tactically used,as she hits a high note the camera zooms in, panning and tilting to the side, this emphasises her performance and vocals also making her appear more powerful and in control.  Fast edits are used in order to make this performance look successful in having a lively atmosphere and entertaining the audience.

Continuously Miley Cyrus was described as bubbly, smily etc, as a child teen you have to conform in a certain manner, in order to be respected.  As well as this, for a younger person to admire these characters teen stars must be seen as a role model and therefore be looked up to as something to aspire to. With positive guidance children, the young demographic will want to buy into accessories such as teeshirts to show their admiration towards this character. The young audience is initially kept in mind through products such as Hannah Montana wii games to Miley Cyrus tops, this is similar to Justin Bieber and other artists, it is apparent that Justin has younger support therefore he has dolls and nail varnishes, practically any product that would appeal to a young fan from these stars. 

The artists Image 
Miley Cyrus' image is constantly changing mainly due to her maturing and growing up, she needed to be viewed as different in order to remain in the public eye to prevent being classed as simply a child star which is somewhat forgotten about and overshadowed.  Throughout her best of both worlds video and Hannah Montana stage she wears clothes which view her as fun, girly, innocent, cute, clearly reminding us of her innocence. However it is inevitable that anyone can remain like this, Miley Cyrus has now began to adopt a 'bad girl image', due to simply living as a mature teen to young adult, smoking, reference to drugs and alcohol regardless of the image she is trying to convey in the media.

August  2012 Miley Cyrus cut and shaved hair and appears to be adopting a new imagine entirely, from clean, innocent 'girl next door' to a daring, exploiting individual. The over excessive studs worn on Miley's clothing alongside the ear piercing, necklace and other accessories identify Miley as styling herself similar to a rocker, making her appear edgy and daring as she takes risks. As a result this image works with the negative publicity and bad press Miley has been targeted in.

Justin Bieber released his first music video, 'one time' at the age of 15, with his most recent release labelled 'As long as you love me' 3 years on. His  fans are growing with him therefore he is challenged to capture a similar demographic of 18 year olds, keeping it appropriate for the younger audience but at the same time appealing to a diverse age group. Due to him maturing however, he wants to be able to appeal to a diverse age group as he slowly drives away from the teen heart throb image, he wants to be able to appeal to older people as well.   In the one time video characteristics and conventions consist of  playing video games with his friend and hosting a party while looking after Ushers house for him when he's out.


Justin Bieber's image is also beginning to change, Similarly to Miley's. This could be due to him maturing as an artist and adapting to fit the star image. His most recent music videos such as boyfriend and As long as you love me have many intertxtual references. He appears to now be revealing and emphasising his wealthy luxurious lifestyle with expensive cars and materialistic items such as jewellary as he is now seen as an icon. Before hand he was attempting to appeal to an audience, promoting himself because he was so young and unknown he did not have that lifestyle to instantly flaunt like Rita Ora does due to being older or other upcoming artists do. Justin Biebers music videos beforehand were narrative like 'one time' but light hearted and fun expressing petty teen crushes and showing off his talent dancing and socialising, innocently to be a good role model to people his age. Allowing teenagers to connect with him through these basic contentions. This was relevant and relatable again to the young teenagers he was attempting to attract. Whereas now his music videos are a lot more intense and serious in attempt to show more attitude. Elements such as voyeurism/notion of looking is used to evoke his passion for a female suggesting his attraction and stronger feelings. His dance routines are now more challenging to reveal talent and improvement, this attracts attention as people are impressed and will continue to perhaps believe that Justin is not just a "one hit wonder".  Justins image continues to change in terms of him maturing, as he does so he is drawing away from the cute image as his music videos show emotions such as anger and hurt in attempt to reveal a bit more of a 'bad boy', sex appeal image as he does not want to be labelled just 'teen heart-throb'.  It may appear pathetic but his haircut was also a huge part in his change in image, this allowed him to continue to be 'original' as his hair style was becoming increasingly popular. It was arguably a step forward in change in image taking him away from being labelled and known for his hair flip.  When he was younger he was styled in rather simple hoodies and shirts casual and relaxed with snapbacks or colour co-ordinated high tops which he does still wear now to continue his labelled "swag" but his image is also more diverse wearing things which at times makes him stand out or gain publicity, also wearing smarter clothes such as tuxedos/suits to be more of a gentleman. He is still seen as a positive role model and inspiration but is slowly adapting and evolving from a young teen to an adults perspective of being a pop artist which does stereotypically consist of elements of attitude at times and intimacy instead of fun, pranks parties and dancing. Videos such as As long as you love me and Boyfriend give him a standing ground to allow him to next time explore in depth these characteristics without it being a total shock. The music video As long as you love me also intelligently plays on his age of being 18 and being labelled as an 'adult' with responsibilities, however he is still so young and at times naive, prone to making mistakes. The father refers to him by saying   "listen kid...she needs to be with a man not a boy thats what you are". Although this statement has been made to threat and intimidate it remains relevant as he is still so young and has a lot to learn in reality. It makes his viewers aware of his age and where he currently is, Justin is not an artist that has been forced to grow up, and shows this by revealing the process in still growing. This is relevant to the audience as the same age as him because they can get carried away in relationships but at the same time are old enough to protect themselves and their loved ones if they feel strongly about something.

Changes which have taken place, slowly to create different image physically are the increase of tattoos, excessive exercise to have a toned physique and the original cutting of his hair. His hair was one of his 'assets' something which he was simply know for, changing it suggests that he was simply more than just the hair and further talent lies behind the baby face 'baby' singer. Feels the need to physically represent that change from teenage boy to man.

Justin Bieber's new songs such as "Love me like you do" which he promotes by singing on his Believe tour represents a change in this character, there is also a version with Jaden Smith as he incorporates rap, developing an RnB feel. Justin Bieber now sings about love and intimacy,  something common to pop music and RnB, he goes from singing to a sexy whisper to emphasise this. Due to his fame he can  sing about being loved and how he can get girls also, as well as covering themes such as loyalty and treating a girl properly. This song appears to have influences from artists such as Drake as he semi raps with a heavier beat incorporated ' love me like you do love me like its new'.. 'hop up in the benz' if you tryna cruise, hope up in my bed if you tryna snooze' later mentioning Louis Vuitton Shoes. He again is incorporating fame with wealth due to his status and success.

Miley Cyrus and Justin Bieber have both worked with Will.i.am and both songs have/are currently being released, Justin Bieber appears to be battling bad press, alongside Miley Cyrus due to inevitably growing up and experimenting. However Justin Bieber's image could also be changing due to the excessive fame and wealth, he seems slightly more influenced by the 'bad boy' image, this could be due to influences around him or more so him simply adopting the Dyer's Star alongside Miley of simply being a product to advertise while others aspire to adopt these luxurious untouchable lifestyles. Miley Cyrus at the moment appears to be recreating her image perhaps this will be an attempt to release new music attracting a varied audience. Justin's on the other hand still remains to be a role model his current Believe world tour promotes the idea of never giving up and doing what you want in life, relational to the Adorno theory as each fan look to him and think if he thought this one time and achieved it then so can we, giving them that guidance and push. However, either way both characters have built personas, Justin will not be able to tell us to 'believe' all his life, he can simply mention this but his attitude will not always highlight optimism through growing up, it is challenging for teenage stats as they face criticism for growing and changing but cannot stay the same.