MUSIC VIDEO ANALYSIS FROM ALTERNATIVE ROCK

The Video starts off in a car park. The car park is empty and there is low key lighting with the odd flickering light. This is setting a mood for the video and linking in with the genre of the music video which is rock. At the start the pace of the camera is quite fast but soon slows down an seem to move with the pace of the song. The camera moves into the centre point of the lead singer of the band sitting in a modern chair which seems out of place in the car park. It moves into the lead singer who is singing the lyrics showing an element of performance in the music video.
When the instrumental comes in it shows the artist just sat staring at the camera with no emotion on his face. This is also showing the theme of the song, the song seems quite sad and his emotionless face shows us that this song is not a happy one. The camera moves into an extreme close up of his face which becomes quite scare but seems to fit with the setting and the pace of the song.  Once the camera has moved out from his face you can see the setting has changed but the singer is still there in the same chair. The setting looks rural and gloomy which again is fitting in with the lyrics of the song. The camera then moves out at a fast pace showing what looks like the 7 wonders of the world.  the setting is rather random with different things you would not typically see all together or on a day to day basis. This therefore doesn't make the chair look that out of place anymore as everything in the setting is random. The scene then flips and comes back through his eye and back into the car park. The camera then moves in from long shots to extreme long shots and then extreme close up until there is all the band sat on similar chairs in the same car park and the camera slowly moves back to an extreme close up. There does not seem to be a link between the lyrics and the music video but there is performance involved. As typical of a rock music video the setting is dark and with low key lighting. The artists are not setting a style like you would expect to see in a pop video. It is all rather gloomy and random which has aspects of the typical conventions of a rock music video.

OUR AUDIENCE

From research we have decided to aim our music video at people aged 18-25. This is a large age gap but feel that people from these ages are more likely to listen to this music genre so will aim it to this age. We feel that this age is mature enough to listen to the music and understand the lyrics.  I also feel that this music is alternative and different. I feel this is the age that people are experimenting with their style and their sub culture. This means this song would appeal to an alternative group of people and these ages seem to be where people experiment. Overall I feel that this song would appeal to males due to the artist and the feel of the song, it will also appeal to females but it may be more appealing to men.
The demographic group for our music video would be D/E (students and working class) we have chosen this because of the age group we have specified. We will target this group by keeping the music video as realistic as possible. It will not include expensive possessions and therefore will appeal to people who cannot afford expensive items. We will keep the music realistic and easy to relate to for this demographic group. Also this age group are likely to be this Demographic as they are not earning as much as older people.
We want to target people who go to University or work everyday and don't enjoy it. Therefore meaning they can relate to our video. We want this as in out video we link the lyrics with the visual as we show someone hard at work with the lyrics 'you're a slave to money then you die'. By aiming our video at somebody who works allows them to relate to the music video.
We will try to show the difference between working and partying to the target audience by using different lighting to show a dull and boring work setting and a fun weekend setting, we hope that this is something our target audience can relate to.
We aim not to use any audiences theories in our music video although there may be a slight use of Hypodermic Needle Theory as the song and video are 'injecting' the message that you are a 'slave' to money.

RESEARCH INTO OUR CHOSEN ARTIST

The Verve are a English rock band formed in Wigan in 1990. It was formed by vocalist Richard Ashcroft, guitarist Nick McCabe, bass guitarist Simon Jones and drummer Peter Salisbury The band's breakthrough was in 1997  with the album Urban Hymns, one of the best-selling albums in UK Chart history. The album features the hit singles "Bitter Sweet Symphony", "The Drugs Don't Work" and "Lucky Man". In 1998, the band won two Brit Awards.  In February 1999, "Bitter Sweet Symphony" was nominated for the Grammy Award for Best Rock Song. Soon after their commercial peak, The Verve broke up in April 1999, citing internal conflicts.

ANALYSIS OF MAGAZINE ADVERT

David Gilmour's music advert for 'Rattle that Lock' is very informnative. It has a bold eyecatching look to it. The advert involves a dark and gloomy setting on what looks like some cliffs. This setting shows that his music genre is most likely rock as it sets a feeling and theme of this and shows the genre. The dark clouds give a sad look and sets an idea to what the lyrics and mood of the song will be.
'David Gilmour' is in a bold but edgy font at the top of the advert which straight away informs people that it is his album and therefore fans of his and other interested in his work will know straight away this advert is to do with him. The use of birds flying out of a bird cage into a dark gloomy setting shows they are being set free and they are escaping which could show what the album is to do with. Also the birds that are escaping from the birdcage are crows and similar birds which usually have connotations of mystery and horror.  There is then a triangle with information about David Gilmour being the voice of Pink Floyd. Triangles like this are a symbol of 'Hipsters' so this could draw attention to the advert for people of this subculture and therefore mean they may listen to his music. It also attracts people are a fan of pink Floyd to listen to the music.  'Rattle that lock is placed under the birds and is in bold easy to read font that draws attention to it. This is telling us the name of the album so it is important for it to be bold and eye-catching. Under this in the same font but just a little smaller is the date that the album is going to be released. This is under the title so is easy to see and bold and therefore sets the date in peoples minds. What you are able to purchase the album on is underneath this which informs people on where they can get the album. There is also a logo on the side informing people that they can purchase it on iTunes which is a very popular way of purchasing music in this day and age and therefore it is important that it is advertised people can purchase It on here.

MUSIC VIDEO ANALYSIS- EMINEM

'Love The Way You Lie' by Eminem featuring Rihanna. The video seems to revolve around the 'If she ever tries to fucking leave again, Im'a tie her to the bed and set this house on fire'. We can see this is the main theme through the use of fire that is taking over the house. First we see Rihanna which may show how she has been in an abusive relationship and she can relate to this song. We are then shown a couple in the scene and is shows the male being violent towards the female. Stereotypically the woman would not fight back because she is timid but here we see the female stand up for herself against the man,

 

 The female character is seen holding a flame frequently throughout the music video possibly showing that she has control and that she could 'set this house on fire'.

 

 We see Eminem as a character in this music video which seems strange due to him being the performer and main singer along with Rihanna. He is shown in a field which presents him to be free in the video which is different to the feeling of being trapped throughout the rest of the video.

There is a theme of being trapped throughout the video. There is low key lighting throughout the video and we only see high key lighting from shots of natural light and outside shots. The low key lighting could be symbolic of their relationship and how they are in a dark place. It could also present dreams.  At the end of the video It shows them in bed together which Is the same as the firs time we see them in the video.

 

 

The actors used and artists are very popular. Megan Fox is the woman in it and she found her fame in 2007 with transformers and has become a 'sex symbol' from there. Therefore her fans will want to watch and buy the video similarly with the huge following of Rihanna and Eminem.
Close ups are used on Rihanna and Megan Fox which I believe shows their feminine inferiority and their weakness. The close ups are used to highlight their emotion and display how they are feeling down and hurt. There are not as many close ups of the males in the music video showing that the audience should side with the women and evokes sympathy for the women and makes the men to be the bad guys. I feel that this is to show how typically women are the victims of domestic violence but not all the time so this could show how the video is being biased.

 

 

 

MUSIC VIDEO ANALYSIS- ED SHEERAN

Within this music video there are a lot of close ups of the main character. This shows her emotion to the audience making them feel sympathy. There is also a link between the visuals and the lyrics with the idea of 'wasted life' which makes us feel more sympathy for the music video. The video has a strong narrative throughout the video and includes performance of a band. The video starts at the end and is telling the story of a girls life from another perspective. I believe that the target audience for this video are the younger aged from 15-26 as this is a similar age to the characters in the video and the artist himself.
The song revolves around drugs and being able to pay for the drugs. This would appeal to younger ages because the topic is something that is a reoccurring topic for these ages and something people their ages get caught up in.

The music video starts with the girl dead obviously killed by the drugs. There is a long shot of the girl lying on the bench with the sleeping bag showing she is homeless. This automatically causes her to be pitied by the audience and the audience want to know more about her. The audience becomes curious about her life. There is then a close up of her wiping her face and pulling the sleeping bag up and around her. This shows she is suffering because she is cold and therefore creating more sympathy for her.

The use of costume shows her to be unfortunate. She is wearing heavy makeup which has connotations of her being promiscuous and shows she may do anything for money. Her tights are ripped showing she cannot afford a new pair and she is wearing a mans coat which is too big for her. This shows she is desperate to find anything she can to wear. We see the girl has turned to prostitution where you can see her applying makeup in a flat and then a long shot of her showing her legs the get a car to stop for her. This shows her to be desperate. The lighting is all natural throughout the videos which makes it more realistic than a video with lighting that is not natural.

The girl, the protagonist, has no power in the video. She is seen as weak and she uses drugs to escape from reality.  There is a scene in the video where she Is alone and there is nobody around her. This panics the girl, we can see this when she starts to look around to see if anyone is following her. This changes when she looks up to the sky and smiles. She opens her arms and this shows her to have freedom which contrasts with the rest of the video this presents the girl to be trying to escape. This seems to be the reason that she takes an overdose at the end of the video.

RESEARCH INTO OUR CHOSEN GENRE

Alternative rock  is a genre of rock music that came from the independent music underground of the 1980s and became widely popular by the 1990s.
The term "alternative" emerged in the 1980s to describe artists on independent record labels that did not fit into the mainstream genres of the time. As a musical genre, alternative rock consists of various subgenres, such as grunge, Britpop, gothic rock, and indie pop.
Though the genre is considered to be rock, some of its subgenres include folk music, reggae, electronic music and jazz.
 
Alternative rock music became popular in the 1990’s but had history before this. Before Nirvana brought alternative rock music to the mainstream audience, the music genre had been gaining popularity with the college crowds and music underground.

From research we feel that this genre is aimed more at people 18-25. This age is mature enough to listen to the music and understand the lyrics. The music is alternative and different and at this people are experimenting with their style and their sub culture.  Overall its clear to see that this genre appeals more to males and has more male artists than female.
I chose this genre as I feel that it has interesting music videos and I wanted to be able to create something interesting and unique. I also am a big fan of this genre and therefore felt I would enjoy the task more.



Examples of Alternative Rock Artists are:

Nirvana:

The Foo Fighters:

 

 

 

Oasis: 

LIP SYNCING

Lip Syncing is an important technique used to allow artists to mime along to a track.
Lip syncing is the movement of the mouth to make it look like the person is singing the song. This gives the appearance of a live performance. I found this image that helps ensure that the lip syncing is good as it gives you the mouth shape you should make to ensure it looks good.

We were given a task to film a video including lip syncing.  This allows us to learn about lip syncing and how to get it perfect. Ensuring that the lip syncing is perfect is very important as it means that it looks professional. It is also important to ensure that any instruments used are synced in with the song to make it look like the instruments are being used.
In our music video we have to ensure that the lip syncing is perfect and it actually looks like the person is singing the song.