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Our music video is mainly performance based, but it can be classed as amplification. This is because the way in which the song is performed itself builds on the initial meaning of the song - the body language and facial expressions indicate emotions. On top of this, the devil horns used are a nod to specific lyrics in the chorus, "make the devil smile". Featuring these not only illustrates the meaning but also amplifies it by giving the artist a direct connection with the lyrics and displaying a sort of irony and glamour (the devil horns are gold and sparkling).

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Below is an example of a performance-based music video, which includes dancing as well as lip-syncing.

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The Male Gaze is the idea that music videos featuring women pander to the heterosexual man's desires and objectify the female body. This music video was directed in a conscious way by 3 young women who wanted to focus on the performance of the song itself, and not the body of the person performing. The clothes I wore in the video were not chosen purposefully so I could be 'modest' and 'cover up'. Actually, my costume choices were inspired by other music videos like it and to create a brand and a look that is original.

In the King's Cross tunnel location I did wear a crop top, but the camera did not focus on it or zoom in on it, neither was it revealing or my chest, although you could see my stomach.

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This is a blatant example of 'the Male Gaze' from Dizzee Rascal's music video for his song 'Holiday'. The woman in the video has her back to the camera, so the audience is told that we should not be focusing on her face, and that her body is more valuable. There is even a man looking her up and down in the shot, and in the full video it is implied that she is let into the 'party' based on her looks.

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Makes sure you click on 'English' subtitles, not 'English' United Kingdom!
This video covers editing, camerawork, Carol Vernallis's theory, structure, location and costume.

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Uploaded by Farhiya Ahmed Nur on 2018-01-26.

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Generally, music videos use visually intriguing locations or extravagant locations, to engage the audience and be creative or paint a certain image of the artist as being rich, cool etc.

In the music video 'Ghost', Halsey uses coloured lights in a similar way. It gives an almost futuristic feel to a video, and definitely gives a video a psychedelic feel.

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Most music videos have some kind of camera movement so the audience can follow the artist or the action and feel connected with what's going on. The concept of 'the fourth wall' is used differently in music videos as they are usually more immersive than films and television programmes.

In the music video by Alaska Thunderf*ck for her single 'The T' employs camera movement to follow Alaska as she is walking. This is similar to what my group did at the end of the second chorus. It makes the barrier between the producer and the consumer come down a little because the handheld movement is realistic to eyesight when a person is moving.

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Costume is arguably the most important part of a music video when it comes to establishing the brand image of an artist. In a visual and arguably shallow media-focused world, a person's appearance can reveal the most about them and can make or break your opinion about them.

In mainstream pop music videos, there is often product placement and sometimes artists flash brands in front of the camera, especially designer ones like Gucci. However, most mainstream pop artists today want to follow a cooler, more alternative fashion trend to stress their individuality to an audience. For example, Kesha wears a blue suit and patterned and shirt in her music video for 'Learn to Let Go', which is distinguishable and a very unique statement in a modern context, especially for a female artist.

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Kesha - Learn To Let Go (Official Video)

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There are two main kinds of structure to a music video that doesn't focus on a particular narrative or distinctive storyline. The first is that there is a new location introduced in every part of the song (e.g. second location introduced in chorus, third in second verse, etc.), and the artist moves through them progressively. Alternatively, the artist is shown at different locations throughout, in no particular coherent order.

Sigrid's video for her single 'Strangers' was actually released after we shot our video, but I think it's very effective in showing that first technique I described of changing locations in an inventive, smooth way like that. At first, we edited our video according to the second method I described, but actually our teachers gave us feedback saying it was too much to bombard an audience with several different locations as soon as the video starts. Therefore, we changed our approach and it worked a lot better.

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Carol Vernallis theorised that there were certain editing features which commonly appear that make something recognisable as a music video. This includes jump cuts, extreme changes in tempo, cutting with the lyrics and more.

Cutting on the lyrics is a technique my group used in the video, because we thought it would be effective to set a rhythm for the visuals as well as the audio. Sigrid's 'Don't Kill My Vibe' video uses this method.

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The convention in album advertisements is to have the largest text as the artist's name to immediately grab the attention of the audience. The album name should be the next biggest feature. I followed this convention by putting the artist and album names at the top of the page in large writing, so they're the first things the audience sees, because they're the most important things to see.

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This advertisement for a Drake album has his name taking up around a quarter of the page. This ensures that the main focus is the significance of that particular artist.

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A list of the singles/hit songs that are on a certain album is essential to attract an audience. Firstly, so that the audience can recognise the artist as someone who produces popular and therefore potentially enjoyable songs. Also so that an audience can connect the dots and realise that if they've heard one song and enjoyed it, that their album will potentially be as good.

I wrote down bad together and one other song for my advert. One of the songs says 'featuring Troye Sivan'. It is very common to see singles feature another artist. I researched the kind of artist Dua Lipa would collaborate with and came up with Troye Sivan, as his music is mainstream but doesn't sound too generic, and he has a fun sense of style.

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The album cover concerned on the advert is most often around this size or a little smaller, and the text is set on or around it. I feel that my advert could have been more focused on the album cover than it was, as the album cover was not as enlarged as it could have been. Having the album cover on an advert is especially important if the artist's face or body is featured on the cover, because a recognisable face is intrinsic to an effective marketing strategy.

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I made the whole advert the same colour as the album cover so it followed a running theme and didn't look eclectic. Also because I wanted to establish this particular shade of pink as part of Vienna's brand.

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A photo of the artist separate to the one on the album is common but not always featured. When they are featured, they're mostly much larger than the actual image of the album cover. I definitely followed this conventions. The extra photo is not drastically bigger, but it still attracts the eye of an audience before the album cover does. This could be seen as a negative thing as the advert is actually promoting the album specifically and not the general artist, so it would be better to have the album cover larger.

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I decided to choose a photo of the artist from the side instead of the front because it would provide a different angle from the picture on the album cover and therefore make the advert more interesting.

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Reviews are only sometimes featured in album adverts, but this convention is important to feature if you don't have tour dates to promote because they make an artist's album more trustworthy because critics, AKA experts in the field, have potentially enjoyed it.

I wrote four concise reviews for my advert, all from musical experts apart from one which was from musician Harry Styles. I thought it would make an impact if I included a celebrity review because audiences trust the views of celebrities and they're more accessible/easy to relate to than critics.

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If an advertisement is promoting an album, there will always be a section where the audience is informed of where the album will be available. Most of the time nowadays, this means digital platforms like iTunes and Spotify. An audience is much more likely to buy an album if they know they can instantly access it and they know where to go. The idea of spending time literally or virtually searching for something puts people off as everything is supposed to be at your fingertips.

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I included digital features Apple Music and Spotify. I chose Apple Music instead of iTunes to use because people are more likely to use streaming services than individually pay for every record they want.

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This feature defies convention slightly. Artists often put HMV's logo on their adverts, and that CDs/'physical copies' are available. However, I included Urban Outfitters, which sell records in every branch, too. Although they do sell vinyl and make merchandise  deals with various mainstream artists, I've never seen them on an album advert specifically. That might simply be because I don't see print adverts much anymore!

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Bethany Volante A2 Media Coursework Evaluation

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Bethany Volante A2 Media Coursework Evaluation