Music video//My Ideas.

Narrative. The title of the song 'Flaunt it' occurs throughout the song regularly therefore i feel that this should be the main idea running through the video. In the video i would like to emphasise the idea of 'flaunting it' by having girls dressing up in their bedrooms and walking up and down showing off what they are wearing. i chose to do this as it resembles the idea of 'flaunt it' but i will also be introducing a female element to the video, and it will therefore attract a mixed audience.

Cinematography. As there will be alot of fast paced editing during the video, it is a necessity to have lots of different angled shots to fit in with the pace of the music. I will have a range of shots from long shots to close ups, mid shots, medium close ups and establishing shots. I will use close ups to show the different members of the band and the girls in the narrative, but i will also need long shots and establishing shots to show the whole band in one shot. i will use mid shots and medium close ups in order to have a variety of different angles in order to make the video more interesting.

Mise en Scene. The main setting for the video will be in a down market basement to emphasise the 'home made' feel to the video. I will also use a couple of girls bedrooms as settings for the narrative. This will also emphasise my research into other rock bands videos and how they use basements and garages to create a 'home made' look too.
The girls in the narrative will be wearing fairly revealing clothes as this will resemble the idea of 'flaunt it', and the boys playing in the band will be wearing casual clothes to emphasise the 'layed back' look to the video.

Focus group.

In order to help make decisions during my music video, i have chosen 10 boys and girls who will be my focus group for helping to decide my ideas. They will all be between the ages of 14 to 30 as this is the main age group of people who are interested in the type of music this video will be aimed at-- rock music. When creating ideas or when i need advice for what i should do during my music video, i will go to my focus group and ask for their ideas and what they think will be best.

This large age range will be useful as they will all have different tastes and styles and i will then have a huge range of different ideas that i may want to incorporate in to my video.

Mood Board.

I have created this mood board below, to convey my ideas of the band, and how i expect them to be percieved in the public eye.

Composition in Blue//With Every Heatbeat.

As i was researching into music videos, i decided to see how they have developed over the years. I used YouTube to find this video-- Composition in Blue.


Throughout the video, we see the use of lots of different colours and shapes moving around. Today, a similar video to Composition in Blue is the video for Kleerup featuring Robyn-- 'With every heartbeat.'
Both these videos are similar in the fact that they use stop animation. It is also clear that both videos have the shapes moving to the beat of the music which makes the videos more appealing to watch. However, the clear development is that the video for Kleerup features an artist walking through the shapes as they pass behind and infront of her.



Although this video is very similar to Composition in Blue, it appears that the main development from music videos back then to today is to feature the artist or band in the music video, as this will alow their celebrity image to be created or to develop in the public eye.

Lyrics.//FLAUNT IT.

Come and have a seat and stay a while, but don’t sit next to her you’ll be engaged for the night
She’s a mellow dramatic, six year old brat that won’t do what you say and that is that

Well, You got it,
And you flaunt it
I can’t relate to the feeling that’s at stake coz it’s new to me well I don’t feel free
Well, You got it,
And you flaunt it
I can’t relate to the feeling that’s at stake coz it’s new to me well I don’t feel free

Okay, coz both our minds are drowning in the blanket that blinds our self consciousness but I don’t care
Okay, coz both our minds are drowning in the blanket that blinds our self consciousness but I don’t care

Well, You got it,
And you flaunt it
I can’t relate to the feeling that’s at stake coz it’s new to me well I don’t feel free
Well, You got it,
And you flaunt it
I can’t relate to the feeling that’s at stake coz it’s new to me well I don’t feel free

(Guitar Solo)

Well, You got it,
And you flaunt it
Well, You got it,
And you flaunt it

Sven E. Carlsson.

To furthur my research into music videos, i looked at Sven E. Carlssons perspective on them. He thinks that music videos today are a form of art with its own traditions.
He explains that videos fall into two rough groups--perfomance clips and conceptual clips.
When a music video mostly shows an artist singing or dancing it is a perfomance clip.
When the clip shows something else during the video, it is a conceptual clip.

Carlsson says music videos are a form of audio-visual commnunication in which the meaning is created via carriers of information such as; the music, the lyrics and the moving images. He says that music videos are composed by adding images to music, and that lyrics and images interact to creating meaning. A standard gimmick in film- making wherein the environment is made to mirror the feelings of the leading characters.
When percieving music videos, Carlsson says they can be interpreted as a merging of three traditions of moving images; singing perfomance, visual story-telling, and the non narration of modern art.
Michael Shore concludes that music video is recycled styles…surface without substance…simulated experience…information overload…image and style scavengers…ambivalence…decadence…immediate gratification…vanity and the moment…image assaults and outré folks…the death of content…anesthetization of violence through chic…adolescents male fantasies…speed, power, girls and wealth… album art come to turgid life… classical storytelling’s motifs…soft-core pornography….clichéd imagery.
From the list above, I have decided the concepts that will be seen in my music video will be ‘image and style scavengers’,

My animatic.

I have created an animatic of.........below.

My Proposal//Audience Feedback.

I presented my ideas to a large audience in order to gain feedback on what they thought of my potential ideas for the video. Below is a slideshow of the aims for my music video, the settings i intend to use, and my talent etc.



Although the majority of the group were between the ages of 16-18, and this is only a small part of the age range that listens rock/indie music, i knew i would still have a focus group to present my ideas to, and they are all a wide range of ages. i also knew i would have mixed views as the audience was a variety of different boys and girls with different tastes. 
Many of the people watching were pleased with my ideas an explained they liked the 'originality of choosing an unknown band'. Many people also said that my ideas were 'well aimed for the audience' which showed i had taken note of my research into other rock videos, and was aware of what people liked to see for that genre.
Overall i was pleased with the audiences feedback, and it was clear that many people liked this genre of music. It has allowed me to see how other people would imagine it and what changes they would make, which has helped me with my ideas and what i should now do in my video.

Razorlight.

McFly.

Although McFly do not play the same type of rock music as Lost Prophets, i wanted to analyse this music video to see if the same ideas ran through in both types of videos. I noticed straightaway that this video also uses a narrative as well as a performance, so i knew that this was a generic idea that i should use in my video too.
The setting for the video was a down market garage with broken lights and was quite dirty. I noticed that other music videos used down market places to resemble a 'home made' look to the video, so i thought this would be good to use in my video.

Lost Prophets.

The video 'Rooftops' by Lost Prophets struck me as a typical rock band video mainly because of the setting, lighting and contrast between a narrative and performance.
The video starts with close up shots of each member of the band and then long shots of the band. I thought this would be a good idea to use in my own music video as it will then introduce each member of the band to the public and it will also have long shots of the band as a whole. When researching into other rock videos i noticed that the majority have a narractive and a performance, so i decided that i thought this would be a good idea to use in mine too. I noticed that the title of the song 'Rooftops' resembled the ideas used in the video. This is because during the performance, the band are playing on a rooftop. Although this idea of using the title in the video is very common in music videos, it is usually visible in the narrative, but here the title is used in the performance.
The lighting for the video is very bland, dark colours, and not alot of lighting. i think this is useful as it resembles the type of band they are. During the performance shots, all the band members are dressed in black, except the lead singer who is dressed in white. This emphasises the importance of him, and that he is different from the others. It also adds colour to the shot rather than black all the way through.
I knew i would also need to take into consideration the editing of the different music videos i looked at. I noticed that as the pace of the music became faster, the pace of the editing got faster too, and when the pace of the music slowed down, the pace of the editing slowed down too.