https://padlet.com/jada_sh098/hwmqhp5dfgoy Codes and Conventions en-us 2017-02-01 15:56:10 UTC 2024-08-07 20:14:37 UTC hello@padlet.com jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150876509 During the planning stage for the music video. I researched the typical settings which were used for British R&B Female artists. The settings are based in London, the aspects shown are famous land marks which have associations with London. For the locations we decided to open the music video with an establishing shot of the Thames, the London Eye and Big Ben to establish that Queen Behaviour are British artist.]]> 2017-02-01 15:58:51 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150876509 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150878977 This is a wide shot of the girl group walking away from the camera while the camera tilts upwards to the sky which captures the visuals of the London Eye. This was very important to help establish the brand identity for Queen Behaviour to be British.]]> 2017-02-01 16:04:40 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150878977 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150880039 The setting and costume had links due to the codes and conventions used in music videos. 

At the location of God's Own Junk Yard,  the group wore all white which is a convention for girl groups because it represents them as a artist as a 'whole'. The white had a lovely contrast with the pink bright colours at the location. The dress code was to wear crop tops to show the navel which is a sexualised body part for female artists which follows the male gaze theory.

At south bank, the group wore heels with skinny jeans. This was to show a smart, sophisticated look which is often used for females to look visually pleasing for the male eye. The group also wore black jackets to represent the cold British weather. The colour of the jackets are black which are matching. This again, follows the conventions of having matching clothes for a girl group.

At waterloo the setting was dominated by graffiti which has the typical association with 'youth culture'. The costumes matched this connotation by wearing tracksuits. Also the tops were cropped which contributed to the male gaze theory. Two of the girls were wearing matching 'calvin klein' sports bras and the other wore a ellese cropped top. This is conventional in a girl group of three to have at least two matching. The youth theme still showed through the costume and setting. This is conventional for British female artist who are young as they need to branch out to their target audience. 

In the Green Screen Room, the background was white and the clothes that the group wore were black. This is a typical convention for shots with white backgrounds to have a dark coloured costume to contrast.]]> 2017-02-01 16:06:58 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150880039 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150886504 This is a screenshot from the music video of M.O which has the same music genre as Queen Behaviour. This is a medium close up of one of the girls and there is a white background. She is wearing a black outfit which contrasts with the white background. This is what Queen Behaviour did during the white background scenes. We followed the conventions.]]> 2017-02-01 16:20:44 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150886504 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150887619 This is a screenshot from the music video of M.O. This is a group shot, their costume army theme is matching however the girl in the middle has a different colour. This is conventional to have all the girls wearing the same costume or at least one girl wearing a different colour. However the theme is always constant. This same idea was used in Queen Behaviours music video during the graffiti scenes and white background scenes due to the different coloured jeans but the same black top.]]> 2017-02-01 16:23:35 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150887619 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150888980 This is a screenshot from the music video of M.O. This is a group shot and the girls are wearing the same colour however their outfits are a different style. This is conventional because the colours match which represents them as a 'whole' artist. We incorporated this same idea in the construction of Queen Behaviours music video. The black contrasts with the white background which looks visually pleasing and allows the artist to visually stand out more. This is important to make sure the artist catches the attention of the audience clearly because the main purpose of the music video is to promote the artist and to make it memorable for the target audience.]]> 2017-02-01 16:27:10 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150888980 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150891446 The male gaze theory was coined by female film theorist Laura Mulvey. She stated  '' In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. ''. She observed in media products that females were sexualised in order to please the male eye. This brought in the idea of voyerism where the males are actively looking at the female which ultimately objectifiies her. This is commonly used in nearly all female and male R&B music videos. Therefore, it was essential to include this in the music video. This is an example I took from the music video.]]> 2017-02-01 16:33:01 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150891446 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150893252 During the planning stage we thought of techniques that we can show the male gaze theory using: Mise-en-scene, camerawork and editing.

An examples were:
For the mise-en-scene, the costumes were skin revealing which sexualises the girl group. The tops were cropped to show the navel which is a common sexualised body feature. In theroy, this objectifies them as it portrays their body to be 'segmented'. Also this shows the viewer to only acknowledge the females body features rather than purely her voice and face.

For the camerawork, we used the camera to act as the 'eyes' of the male. The camera movement would tilt from the body upwards towards the face. It is important to show the body first, then the face after. The reason behind this is because stereotypically the male eye focuses on the body features of the female more predominately rather than the face. This is a good example to show the sexualisation of females in music videos. The camera work played a huge role to show the male gaze.

For the editing, slow motion was the main tool which show the sexualised movement. During the editing I used the razor tool to slice the parts of the shot which showed the body movement before the camera moved to the face. Then, I added slow motion to the segments which had sexualised body movement such as moving the waist and I speeded up the motion when the camera appeared up to the face.]]> 2017-02-01 16:37:30 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150893252 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150901084 2017-02-01 16:56:21 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150901084 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150902303 Andrew Goodwin stated that music videos created form through repetition. This repetition is created through the use of base tracks. In Queen Behaviours music video, there was:
- Three individual at Waterloo
- Two individual at Gods Own Junk Yard
- Three individual in the Green Screen room
- One Individual at south bank 
- One Group in the Green Screen room

The most important group shot for the music video was at south bank. We recorded two different shots at the same location to create a cyclical form. This had the symbolic meaning of walking away from 'bad friends' and walking into a new path filled with 'good friends' and positivity. 

These were the first and last shots of walking away and walking towards the camera. These shots created the cyclical form in the music video which is very conventional.

]]> 2017-02-01 16:59:19 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150902303 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150907969 Andrew Goodwin stated that the lyrics and visuals had a connection. This a convention in music videos and we followed it in the music video. The name of the song is called 'Good Friends' and during the chorus the lyrics state ' good friends are hard to find, good friends come once in a lifetime'. During the planning stage we decided to show illustration by having a fun and playful time during the scene. At the end of the music video we also included bloopers to show 'good friends' having a fun time. This created a playful vibe for the music video.]]> 2017-02-01 17:13:12 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150907969 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150911952 Andrew Goodwin stated that music videos would often have visuals which would enhance the meaning of the lyrics. In this case, we followed this concept. In the first verse of the song it states 'indirects on twitter', I used the prop of a phone with the homepage of Queen Behaviours twitter. This enhanced the meaning of the lyrics. Also this also acted as a marketing tool for the artist because it showed how fans can connect with the artist via twitter. ]]> 2017-02-01 17:23:40 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150911952 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150914407 Carol Vernallis stated that music videos use obvious edits. We followed this convention in the music video. I created a 'flicker' effect in Premiere Pro which was a obvious edit which matched with the beat of the song. This convention was followed.]]> 2017-02-01 17:30:11 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150914407 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150915980 This is a screenshot from the music video ' Little Mix - Hair'. The beginning of the music video starts with a phone prop. This is similar to Queen Behaviours music video during the first verse when the lyric 'twitter' is sung. This convention was followed. Phones are also an important prop to use because this 21st century generation is heavily dependent on media and technology and incorporating this prop helps connect to the target audience.]]> 2017-02-01 17:34:05 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150915980 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150917079 Girls wearing make-up is one of the main stereotypes which is associated with females. It is an important aspect to show the 'girly' side of the girls personality. ]]> 2017-02-01 17:36:43 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150917079 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150918248 Make up is a common convention for female R&B artist. The lipstick is a huge factor which contributes to the branding of the artist. The first group shot which displays the faces of the artist is a shot which shows the girls putting on lipstick. This instantly establishes the branding of the artist. The camera movement pans across which acts as a concept of voyerurism. This make-up shot was also inspired by Little Mix's shot in their music video 'Hair'.

]]> 2017-02-01 17:39:19 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150918248 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150920851 It is conventional to have the artist name first displayed and then the song name after. Also, the font size is an important factor because the artist name is also in a larger font size than the song title.

The font is the same storybook style and in a white colour. This is conventional to have in the music video. The font connotes lipstick writing which is the main concept of the branding for Queen Behaviour. The font plays a huge part in the synergy across the whole promotional package for the artist.]]> 2017-02-01 17:45:23 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150920851 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150922830 It is conventional for a girl group to have a type of branding which promotes them all as a artist as well as individuals. The lipstick promotes all of them, however each girl has a different colour. This is conventional to show each girl as individuals as well as a 'whole' artist.]]> 2017-02-01 17:50:59 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150922830 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150924453 This video inspired the flicker effect I created with Premiere Pro. This effect looks visually interesting and creates movement on the screen due to the obvious edits which is a convention in R&B music videos. Creating this effect was challenging with the razor tool, however the end result worked well with the beat of the song. This effect is often used when the song has a flicker beat to it.]]> 2017-02-01 17:54:49 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150924453 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150931324 This is a vignette effect that appeared to look like a glow. I had an idea to use this effect on the individual shots with the white background. The colour of the vignette effect would either be: Red, Purple and Pink depending on the girl that is singing. This contributes to the branding and synergy for Queen Behaviour.]]> 2017-02-01 18:11:35 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150931324 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150934693 This music video follows the male gaze theory. I used this video as performance inspiration to effectively follow the male gaze theory. However, in this video I also received inspiration on the editing techniques. The end of each scene would have 'flickers' of the beginning of the next scene before it ends. This is a effective transition in order to introduce a new location with a different mise-en-scene]]> 2017-02-01 18:18:59 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150934693 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150935752 It is conventional for the editing to match the pace of the beat. This was followed in the music video.]]> 2017-02-01 18:21:43 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/150935752 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152079436 Music videos often have a signature edit. This makes it memorable for the audience. The flicker effect was the signature edit for Queen Behaviours music video

]]> 2017-02-07 10:23:14 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152079436 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152079618 Carol Vernallis stated that music videos can have a narrative or non-narrative structure. The structure of Queen Behaviours music video is cyclical. The first scene and location is the same at the end. However the first shot is walking away from the camera and the last shot is walking towards the camera. This is a convention in music videos for the start and the ending to have a specific symbolic link.]]> 2017-02-07 10:24:08 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152079618 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152080202 The costume at each location remained the same. This is convention to have the same costume at each different location. This is conventional for merely all music videos.]]> 2017-02-07 10:26:55 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152080202 jada_sh098 https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152080551 Music videos nowadays have a lot of camera movement around the artist. We used a lot of camera movement in the music video as well as still tripod shots. We used a mixture of the different types of camera movement such as panning, tilting and moving the camera from close ups to mid shots. The shots that was filmed on the tripod we used the flicker effect on them during the editing stage. This created visual movement on the shots. ]]> 2017-02-07 10:28:26 UTC https://padlet.com/jada_sh098/hwmqhp5dfgoy/wish/152080551