Research & Planning: Props

For our music video, the aspect of props will have a large impact on how our video will look as an end product. This is because we aim to create an atmospheric video which is 50% dominated by using objects/props to express the feelings of the artist, linking to the lyrics of the song effectively.

Research & Planning: Initial Thoughts & Ideas

Our general idea's form a starting point towards the concept of our music video. This specific song gave us creative and authentic idea's which we can take forward and if we perceive the concept and construct a strong idea accurately, then this will enable us to work on it further, creating a high standard video.

Here are some of our current idea's:

Fire // Flame

- We were thinking of having specific close-up shots of objects which related and matched the lyrics visually, for example, for the word "burns" we were thinking of having a letter set on fire and capturing the action. Another example of a close-up shot that we want to use, is the portrayal of the girl crying with the tears running down her face. Personally, I think an extreme close-up shot would look more engaging with just half of the artists face portrayed within the frame.

Glass Smash

- Another idea which I thought might be effective is having glass smash, in a slow motion form which could fit the tempo of the music as it varies through out. The glass can start as whole at the beginning and as the music video runs it can keep cutting back to the smash and by the end of the video, all the glass can appeared shattered, creating the implication that the guy has "left" with the last line stating "your thinking of leaving".

Ripples

- We also had thoughts about turning the video into black and white, which I think will make it look really atmospheric and unique, giving the narrative a more powerful interpretation, as we are trying to express and explore the emotions/feelings felt by the girl who's dominant in the narrative. However, I think colour would look quite striking as well because were planning to use elements which will look really abstract and vivid in colour.

Smoke

- I think extreme close up shots of the artist smoking can have a impacting effect in our video, especially if we go ahead with the black and white format. In addition, I think the idea of having close-up shots of the ripples in the water will look really effective and can create or signify a specific tone, which can link to the rhythm of the song. Ripples in the water can also connote a calm mood which could contrast with the essence of the song, but overall, if we shoot it in a distinctive way, we can make it work. 

Subway

- Moreover, I also liked the idea of having a panoramic shot which circles our artist throughout the video, being shot from different perspectives to make it look more dynamic and I was thinking of a tracking shot which will be filmed in a subway, composing the artist walking with an addition of close-ups of her face to express her facial expression and can also show her singing. I think using a location like a subway is beneficial for our music video, as it fits the genre and style.

Research & Planning: Casting & Costume

Hannah Reid

Kitty

In terms of casting for our music video, we decided to choose a girl called Kitty as our main artist. Personally, I think that she fits the role and character of a main vocalist singer really well from her authentic look, in addition to this, she also looks visually similar to the lead singer in London Grammar (Hannah Reid) and has a unique sense of style, which makes her stand out among other people.

In terms of costume, we revolved around the idea and concept of our artist dressing with a distinctive vintage / indie vibe, which compliments the uniqueness of the song itself. We wanted to keep her makeup and costume relatively simple, which allows the audience to focus more on alternative aspects of the music video.

Research & Planning: Lyric Analysis

Music Video Analysis: London Grammar - Strong

                                                                                                                             
To get an insight towards the way the current London Grammar music videos are composed, I decided to analyse the key features which are portrayed in this video to help me think in a similar way to the artist and how we can construct a similar kind of atmosphere in our music video.

Research & Planning: Artist [London Grammar]

London Grammar are a British band formed by Hannah Reid, Dan Rothman and Dominic Major. Their genre and style of music is classed as indie-pop / tri-pop which revolves around electronic sounds. After completing university, the trio began their musical career by playing at low-key gigs in local bars, perfecting their material. Soon after this period, they found themselves being noticed by a number of people and were eventually signed with the Ministry of Sound independent record label. I have always liked the distinctive and unique style of music which they make, because it stands out and contrasts against the mainstream pop music which is often seen in the charts. This was one of the reasons I wanted to choose an artist like them because their atmospheric music generates creative thoughts which can imply a wide range of elements which can be assembled into a music video. However, this concept also creates the risk of it being harder to construct and pull together, but I think if we work hard we can produce a high standard music video which illustrates the definition of the song accurately.

Research & Planning: Chosen Song

"Darling Are You Gonna Leave Me" - This is the song we have chosen to do our music video for. London Grammar's musical style can be described as very atmospheric or authentic and is portrayed in an particularly abstract way.  

Music Video Analysis: Lana Del Rey - Young and Beautiful

Music Video Analysis: Calvin Harris - I Need Your Love ft. Ellie Goulding

Music Video Analysis: HAIM - Falling

Music Video Analysis: The Neighbourhood - Sweater Weather

Research: Music Genres

Music is categorised into genres due to how the style of music is identified.

Codes & conventions of popular music genres:

• POP music is mainstream music which appeals to a broad audience. Artists dress in fashionable and stylish designer outfits, following the current trends.The lyrics often express the feeling of love or heartbreak, resulting in emotional melodies. However, some pop songs also tend to be very upbeat and happy. Bright bold colours are linked to this genre of music and can also be associated with a positive vibe and express catchy tones. Pop music videos can be described as very cliché in the way they are filmed and composed.

• INDIE / ROCK music often consists of alternative rock bands who construct a 'rebellious' attitude giving off the implication that they are 'badass'. Indie rock bands dress in dark shaded colours, mostly the colour black and are likely to own a signature leather jacket. The lyrics tend to revolve around emotive words which express topics which often link to drugs, sex and rock n' roll. Indie music is low budgeted and often has a niche audience as only some people like the distinctive style of music as it's very diverse. Indie music videos are often performance based with a slight narrative running through the background.

• HIP HOP music is also referred to as rap music. Artists are known for wearing baggy clothing / sport jerseys with heavy jewellery such as 'bling' to stylise themselves. The locations used in music videos are often clubs with crowds of people dancing and stereotypically, women are sexualised. In hip hop music videos, low angles shots are frequently used to present the artist, showing that they have power. Overall, the lyrics tend to emphasise the topics of money, cars and girls, signifying their status.

• ELECTRONIC music is made up of sounds which are created using technological instruments, for example, electric keyboards. This genre of music consists of DJ's who control the sound effects and this type of music is often played at dance clubs. Electronic music rarely has lyrics, however when they do, the phrases are often repeated over and over. In electronic music videos, strobe lighting effects are often portrayed with an upbeat atmosphere.

Research: Pete Fraser's Analysis

Geri Halliwell: It's Raining Men (Jake and Jim, 2001)

From Pete Fraser's analysis on this music video, it is clear that traditional conventions were conformed. Some examples include: There is movement of the camera motivated by the dancing, which keeps the video pacey to match the song's tempo. The pace of the video goes with the music, the editing quickening as a climax approaches. Along with the lyrics which state "getting low", it is followed by a camera tilt down the bodies of two intimate dancers which plays on the representation of voyeurism. In a series of cuts, in four separate performances Geri's outfits change in the space of a few seconds. On one red shirt she wears, "Famous" is written in a font which clearly refers to another film text: Fame, there are significant intertextual references. For the final verse, chromakey is used to place Geri against a stormy sky in slow motion. 

Research: Andrew Goodwin

In today's lesson, we discussed the key conventions which are portrayed and composed within music videos and this process will enable us to include these elements when we make our music videos.

Andrew Goodwin's key features identified in a music video: 

• Music videos demonstrate genre characteristics, for example, a stage performance in metal video or a dance routine for boy/girl band.
• There is a relationship between lyrics and visuals: either illustrative, amplifying, contradicting.
• There is a relationship between music and visuals: either illustrative, amplifying, contradicting.
• The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style).
• There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
• There is often intertextual references (to films, TV programmes, other music videos, etc).

All these features will be useful towards the assemblement of making our music videos and analysing the key conventions which are conveyed in them overall.