History of medium

Before the 70s video tape was not used. Artists/bands did not have the resourses to make a music video. Therefore the only way the audience could see the artist/band perform was to see them live or see them as part of a film role. The films would be played on the BBC in black and white, which seemed more realistic to the audience as colour was more expensive and not used until 1969. In the 1950s it was the golden era. This was when the war had finished and factories started producing domestic goods, for example TVs. This was when films became not as popular (1964-1965) because the artists would be able to perform on TV. Proliferation of media technology was in the 60s and in 1967 was the production of short television films.

Three texual analysis including LIIAR

L- The narrative behind this music video is a women showing off what she has and enticing the opposite sex.  It also connotes needing more than a 'good girl'.  There are multiple locations within the video.  The mise-en-scene of this location is a street in New York City.  The many dancers and exstas involved in the scene are dressed in bight, urban styles clothing.  Also in this scene is an old fashioned car, which could signify a cool vibe, rather than a regular car.  The dancers and extras are seen as the 'cool kids".  Skateboarders and graffiti also signify the young, cool generation.  The motif of the Beats branding is popular brand of headphones, also used by the younger generation. 

Another location is a girls bedroom.  The florencent palm tree lighting and the shape of the bed connatates a vegas/California girl, typical Katy Perry style of a teenage dream, the pink lighting signifys a typical girly girl.  She also applies her makeup which connotates that she is getting ready to impress and is a girly girl as she applies lipstick and lashes. 

The third change in location is a helecopter pad including a helecopter, the artist more dancers.  This shows high status and an image of power as she has used this mode of transport.  As the song climaxes the drama of the mise-en-scene increases.  The backdrop of the sky scraper New York City buildings show the location to the audience.  New York is also seen as a huge, 'buzzing' city full of over the top opportunities and experiences. 

Shots of New York City are shown throughout the video, pointing out location and wealth as it is a well known city location.

I- The ideology of this music video is that women are in control of themselves and the relationship between them and the male, they are trying to attract the male not hiding themselves away.  The are showing themselves off as strong women who are in control. 
I- Institution, the labels involoved with the realse of this song are Lava and Republic.  Lava Records are an American based record label which is owned by Universal Music Group (worldwide major record label), and they are operated through Republic Records.  This means the record can be released worldwide. 
A- The target audiece for this music video are people that listen to chart music as all three artists involved release music that goes straight into the top charts.  The age range is around 15-30, aiming the lyrics at single young women. 

R- The representation of the artists have been sexualised for the audience. The audience are encouraged to watch the video if the video footage is more adventurous and risky to the eye. 



L- The narrative to the music video Amnesia is looking back on ex girlfriends and what they had together.  The video is portrayed in a flashback like fashion.  The girl in the relationship has moved on but the boy (artist) hasn't.  In terms of the mise-en-scene clips of performance shots are played throughout the video.  This allows the audience to decifer what band member has which role.  The lighting and atmosphere is misty which creates a dream like chilled out vibe, which links to the narrative and the beat of the song as its slow pace.           

For example, shots like this on show the artist in thought which shows a caring aspect to the lyrics.  The light shining also through the window acts like a spot light on the artist.  The hazy lighting signifies a dull/sad atmosphere as bright light is normally assosiated with happiness and lively performance.

The pool location is filled with girls, their friends and the artists.  This is showing a flashback to the happy times they experienced, one of those girls used to be their girlfriend before the breakup.  The trampoline, pool, blow up floats, and pogostick all are fun props to make the scene appear to be a party like atmosphere.   

The blurred edit around the scene signifies flashback thoughts from the atists and the lyrics being sung. 

 


I- The ideology of this music video is wanting to forget about the bad things that have happened in the past and the memories it has created.  It's also relatable as people go through breakups all the time in relationships. 

I- 5 Seconds Of summer are signed to Capitol Records which is a major record label in the USA, which is owned by Universal Music Group.  The band toured with One Direction who are huge in the music industry at the moment.  They toured with them on their arena tour and their stadium tour which gave the band a lot of publicity and they gained a huge amount of loyal fans as the target audience are young girls for both artists. 

A-  The target audience are young teenage girls (13-19).  Recently the band has been linked to One Direction as they have toured along side them, a couple of times now.  This will attract the same kind of audience that One Direction have.  Therefore a younger audience of 13 may have been created.  As a band of four teenage boys, this is going to attract a female audience.   

R- The representation of this music video is relationships and breakups. It's showing that even an Idolised pop star can still go through the same things as the general public. 



L- The narrative of this music video by Miley Cyrus is no one having control over you, you are free to do whatever you want.  Connotations of typical rebel behaviour by teenagers is potrayed throughout.  At the start of the video block neon yellow text is printed over Miley pulling a fierce face which already shows devilish behaviour.  Her makeup includes black eyeliner and red lipstick which are bold choices put together. 

In the next location a projector is used over the top of Miley and an extra.  This gives the video an abstract feel as the shot is based on visuals.   The outfits worn are revealing which links in with the sexual nature of the video. 

In the next scene tight/cropped clothing is worn which also links in with the rebelious teen vibe.  A particular dance move called 'twerking' is performed which was a huge hit following the video being released.  Miley Cyrus has now been labelled as being the creator of 'twerking'.      

Another location includes a pool.  The scene was created like the 5SOS video I analysed, shown as a pool party.  Miley also makes sexual references to a doll which connotes a careless nature.  The pool is an added on location from a house, good shots of splashing water are included. 

Using props like text lighting referencing to swearing and broken props hanging from the ceiling shows recklessness.   

To finalise the video a sunset shot is shown, which is a reference to conlude the day and the video. 

I- The ideology of this music video is teenage rebellion.  The video is showing typical things that teenagers get up to or want to be getting up to instead of the usual.  It is showing the ideal lifesyle for a typical rebellious teenager.   
I- Miley is currently signed to RCA Records which is American and part of Sony Music Entertainment.  Miley used to have connections with Walt Disney while she starred as Hannah Montana on Disney channel.    
A- Miley's target audiece over the years has changed.  She used to be a role model for a young audience but now she is targeting older teens (17-20) becuase of the sexual nature she portrays.   

R- The representation of Miley Cyrus is that she has gone from good girl, that is a rolemodel, and broken through to being 'out of control' within the media.  She has broken the norm and added fuel to the fire of women being sexualised in the media. 

Treatment

The song that I am producing a music video for is Lily Allen, Sheezus.  The theme of my music video is young women and wanting success out of the group.  I have chosen to follow both a narrative and abstract.  I am going to do lip sync scenes that have an abstract basis and then I am also going to do point of view shots that follow the lyrics, using young women in my video.        

Plan

My plan for the techniques, narrative and the abstract footage I am going to film:

Lilly Allen - Sheezus analysis

I analysed the lyrics to the song Sheezus by Lily Allen.  By doing this I was able to find out any hidden meanings behind the lyrics and what vibe she was trying to portray.  By knowing this I can plan my music video around it as I can now see what the video is all about and what cast, costume, hair, makeup and locations I should chose.   

I looked up some of the definitions of some of the lyrics in the song so I got more of an understanding of the message coming across from the song itself: 

Lily Allen - Sheezus lyrics

Been here before, so I'm prepared
Not gonna lie though, I'm kinda scared
Lace up my gloves, I'm going in
Don't let my kids watch me when I get in the ring
I'll take the hits, roll with the punches
I'll get back up, it's not as if I've never done this
But then again, the game is changing
Can't just come back, jump on the mic and do the same thing
There goes the bell, I know that sound
I guess it's time for me to go another round
Now wish me luck, I'm gonna need it
I'll see you on the other side, if I'm still breathing

RiRi isn't scared of Katy Perry's roaring
Queen B's going back to the drawing
Lorde smells blood, yeah, she's about to slay you
Kid ain't one to fuck with when she's only on her debut
We're all watching Gaga, L-O-L-O, ah-ha
Dying for the art so, really, she's a martyr
The second best will never cut it for the divas
Give me that crown, bitch
I wanna be Sheezus

I'm ready for all the comparisons
I think it's dumb and it's embarrassing
I'm switching off, no longer listening
I've had enough of persecution and conditioning
Maybe it's an instinct, we're only animal
Maybe it's healthy, maybe it's rational
It makes me angry, I'm serious
But then again, I'm just about to get my period
Periods, we all get periods
Every month, yo, that's what the theory is
It's human nature, another cycle
Be nice to me, I'll make you one of my disciples

RiRi isn't scared of Katy Perry's roaring
Queen B's going back to the drawing
Lorde smells blood, yeah, she's about to slay you
Kid ain't one to fuck with when she's only on her debut
We're all watching Gaga, L-O-L-O, ah-ha
Dying for the art so, really, she's a martyr
The second best will never cut it for the divas
Give me that crown, bitch
I wanna be Sheezus

I am born again, now run along and tell
All your friends to come and join us
Give yourselves to me, I am your leader
Let me be Sheezus
Let me be Sheezus

I am born again, now run along and tell
All your friends to come and join us
Give yourselves to me, I am your leader
Let me be Sheezus

History of pop