Research into Chosen Artist

Research Into Chosen Artist

 

From the beginning of the planning of our music video, as a group we had decided that we wanted to use a song of the Indie genre. We then discussed various artists we knew and enjoyed within this genre and came across the artist Nina Nesbitt, that our group member Daisy had previously listened to. The rest of the group had only heard of Nina and had not listened to her music, therefore we took the time to listen through her songs and we all decided that we particularly liked the song Noserings and Shoestrings. We then decided to brainstorm ideas that the song gave us and finally stuck with our decision of using this song as we believed it would be an ideal song to create a conventional Indie music video to. I have a great interest in the Indie genre as I am a huge fan of artists such as Tom Odell, Ben Howard, Florence and the Machine and Mumford and Sons. Therefore I have a wide knowledge within this music genre which will enhance the likelihood of our music video being conventional to the Indie genre.

 

Nina Nesbitt is a 19 year old Scottish singer-songwriter and guitarist who was born in Edinburgh, Scotland. She begun her music career by writing and recording songs in the comfort of her bedroom, and then uploading them to her YouTube channel to present to possible fans. Nina's big break came when she met Ed Sheeran and he was extremely impressed by her talent and therefore invited her to support him on his European Tour and also asked her to appear in his music video for Drunk. She was also asked to support Example after he heard her cover of one of his songs; Stay Awake. From these opportunities Nina was presented to the public where they became more aware of her and her music and she gradually started to build her own fan base. Nina is best known for her biggest hit single, Stay Out, which reached No. 21 in April 2013 in the UK charts. This song release gave her mainstream attention. She has also released a number of other EP's as well as this including; Boy, Way In The World and The Apple Tree. The Apple Tree was released in April 2012 and reached number 6 on the iTunes download charts after receiving airplay on BBC Radio 1. It also reached number 1 on the iTunes singer/songwriter chart. Nina's most recent single is a cover of the Fleetwood Mac song, Don't Stop which is used in an advert for John Lewis. 

 

Nina Nesbitt belongs to the Universal Music Group and is signed to Island Records record label. Islands Records was founded by Chris Blackwell and Graeme Goodall in Jamaica. It was based in the United Kingdom for many years and is now owned by Universal Music Group. The label operates as a division of The Island Def Jam Music Group in the Unites States, and as a standalone label in the UK. In addition to this there is a frontline local artist and repertoire label in Australia known as Island Records Australia, run by Universal Music Australia. Island Records manages a number of successful artists with music from a range of genres including; Jessie J, Drake, Disclosure and Florence and The Machine.

 

Nina Nesbitt has only released 4 singles publicly which included; Boy in 2012 which reached no 134 in the UK charts and Stay Out, Way In The World and Don't Stop in 2013 which reached no 21, 55 and 61 in the UK charts. The rest of the songs that she released publicly were via EP's online as she is still early on in her music career so it was the most logical thing to do to gain public interest in her music. This is therefore the reason why she has only released 4 singles that managed to enter the UK charts. Nina is yet to produce an album to sell to her fans as she is still climbing up the popularity ladder within the music industry.

 

Boy

 

The first music video of Nina Nesbitt I am going to analyse is Boy. The music video subverts Dyer's star theory as Nina is an ordinary artist and doesn't evoke any extraordinary qualities. This is due to the fact that she is very early on in her music career and therefore not much of the public are aware of her as an artist. She is also a down to earth individual and it is easy for fans to relate to and idolise her as she illustrates qualities of a regular teenage girl.

 

Throughout the music video of Nina Nesbitt, Boy elements of Goodwin's theory is incorporated to enhance the entertainment factor of the music video and to allow it to be more conventional to the Indie genre. There is a clear relationship between the music and visuals in the music video. Transitions are incorporated to change the visuals on the beat of the music to provide the audience with the visuals of a new scene. By having this element of Goodwin's theory present in the music video it allows the narrative and performance elements to flow evenly and consistently. In turn the audience will be able to understand more surrounding the music video itself and will therefore increase how entertaining the music video is to the target audience. There is also a vague link between the lyrics and the visuals in the music video. Nina sings 'Im Sorry Your Drunk On It' whilst the visuals present the male in the music video drinking alcohol and acting somewhat drunk and disorderly. This relationship between the lyrics and visuals allows the audience to become more aware of the narrative running throughout the music video as they are provided with a visual to support the lyrics being sung. There are a large number of close up camera shots included of Nina Nesbitt to present her to the audience. She is mainly seen performing her song and therefore the viewers are given the opportunity to build a relationship with her as an artist. The camera shots also illustrate Ninas' talent to the viewers and provides them with an insight into her personality. Ninas' Boy music video is primarily performance based and therefore allows the viewers to witness Nina doing what she is known for. It also further entices the audience to build a relationship with her as an artist. 

 

Throughout the Boy music video Nina is presented as a quirky, down to earth teenager. It illustrates how she is in the early stages of her music career as she resembles an everyday teenager. She is therefore relatable for teenage girls who are interested in her music and also encourages them to reach for their dreams as that is what Nina has done. *ADD MORE* It is apparent through Ninas music video that the target audience for her music is adolescent girls, aged around 16-25. This is because she is highly relatable to teenage girls and sings songs that are relevant to the events teenage girls tend to go through. Therefore they can see Nina as a figure to look  up to as she is very ordinary within the music industry. 

 

The music video is primarily performance based (90%) with a vague, loose narrative running throughout (10%). This therefore allows the viewers to set their main focus on the artist and her when she is performing. The viewers learn from this that she is an extremely talented performer and allows them to build a relationship with her based on this. ADD MORE

 

The main location in the Boy music video is what is seen as Nina's bedroom in her house. Her bedroom is visually quirky and is decorated in a girly way which presents the audience with an insight into her personality. It also allows the audience to relate to Nina as she is illustrated as a typical teenager and adds a personal element to the music video as they feel as though they have been welcomed into her world. Her bedroom is also very messy and cluttered, along with the other rooms in her house. This could be significant of the relationship she is currently in, evoking the idea that it is taking over her life and she has no escape from it. Throughout the music video Nina is mainly centrally positioned within the camera shots and her bedroom location. This shows the significance of her as she is the artist and therefore presents her as the main focus of the music video as a whole. The clothes that Nina is seen wearing in her music video allows the audience to form an interpretation of her personality visually. Nina is seen wearing a red jumper, which could be significant of the idea that she is holding the power over the boy in her music video, in terms of their relationship. She is also seen wearing jean shorts and trainers which highlights how she is laid back and down to earth, therefore she is highly relatable for teenage girls.

 

Throughout Nina Nesbitt's Boy music video the most commonly employed camera shots are mid shots and close up shots. These shots present Nina to the audience and allow them to build a relationship with her as they are given a detailed insight into her as a performing. These specific camera shots allow the audience to witness her music talent and build a relationship with her based on this. The incorporation of these particular camera shots also mean the viewers are able to learn more surrounding the personality of Nina and can therefore understand the meanings behind her lyrics in more depth.

 

Stay Out

 

Stay Out is the single which made Nina more popular with mainstream audiences as it secured a number 21  position in the Official UK Top 40. Ninas music video to this song subverts Dyer's star theory. This is because she has not had the opportunity to be simultaneously present and absent for the consumer as she is a new artist in the music industry ,who has only recently become known by the public. However Ninas music video does follow elements of Goodwin's theory. The music video demonstrates genre characteristic which is evident to the viewers. Nina is seen busking in the streets which is typical of an artist within the indie genre, who is beginning their career by trying to gain public interest. The music video further relates to Goodwin's theory as a high number of close up camera shots are employed of the artist. The close up and mid camera shots included of Nina present her performing and also during the narrative. This allows the audience to learn more about Nina based on the visuals they are provided with. The style of the music video is directly split between elements of narrative (50%) and performance (50%) this is evident throughout the music video as the viewers witness Nina performing and also par taking in the narrative element of the music video.

 

Throughout the Stay Out music video, Nina is presented to the viewers as a fun and outgoing individual. This highlights how she is just like a typical, down to earth teenage girl which means she is highly relatable for viewers. She also evokes the idea that she leads a somewhat care-free life as she is represented as so laid back. This is unusual for someone in the music industry, but therefore makes her a more realistic figure for teenagers to look up towards. It is apparent that Ninas' target audience is therefore adolescence, mainly female. This is because she is an extremely relatable figure for them and the music video presents how she is still able to go out and have fun. In turn portraying that the music industry lifestyle has not directly affected her in anyway. The style of her Stay Out music video is 50%narrative and 50%performance. This is evident because Nina is seen busking/performing on the streets and also she is seen involved in the narrative that is present throughout the music video. The equal dividing of the style of the music video allows the audience to witness Nina as a performer and also as an everyday individual, therefore meaning they can build a relationship with her based on two different factors.

 

One of the main locations of her music video is her bedroom. In this location the viewers witness Nina getting ready for a night out with her friends. This further presents the idea that Nina is down to earth and just a typical teenage girl. Another location incorporated is the London location. Within this location Nina is seen riding around on an open top bus with her friends. This presents how she is exploring London on a night out, and illustrates how she is fun and outgoing. There is also a club location included. This conveys the fact that Nina is 19 years old and therefore presents a somewhat rebellious side to her at the first sight of it. However inside the club she is seen jumping on a bouncy castle with her friends which further evokes how she is a fun and down to earth individual. The main location that the audience see Nina performing in is on the streets of London. This provokes the idea that she is out busking to gain public attention for her music. This is a convention of the indie genre and therefore enhances the visual experience of the audience and the likelihood they have of connecting with Nina as an artist. Nina is seen dressed in a shirt and jeans as she is going on a night out which relates to the title of the song 'stay out'. This further illustrates how she is quirky and outgoing as it highlights that she enjoys going on nights out with her friends. She is also seen wearing a leather jacket which gives her a somewhat edgy appearance to that which is already presented to the viewers. Throughout the music video Nina is seen performing with her guitar. This is a significant form of iconography as it is conventional to the indie genre and presents Nina as a talented performer.

 

Throughout the music video the most commonly used camera shots include mid shots, close up shots and long/establishing shots. The mid and close up shots are employed of Nina to present her as an artist to the viewers. Within these camera shots she is mainly seen performing and therefore the audience get to understand her as an artist, and they begin to learn more surrounding the lyrics she is seen singing. The long shots and establishing shots that are incorporated present the audience with the location and surroundings that Nina is in. The viewers get to see her perform in these locations and they follow the narrative through them also. The use of these specific camera shots means the audience can see the locations in detail and are therefore able to interpretate their own ideas surrounding the significance of these particular locations.

 

The research I have conducted will assist me with the planning of my music video as it has given me a more detailed insight into elements of Nina Nesbitts music video. From the research I found that Nina likes to create music videos with a personal element to them as she uses house and bedroom locations in both music videos. Her personality is highlighted to the audience through various elements in the music video including the locations and clothing. Therefore this has inspired me to include personal elements to the artist in my music video and allow her personality to be presented throughout the music video using the various elements included. From the research I also discovered the extreme amount of close up shots incorporated to present the artist to the audience. In turn I will incorporate close up/mid shots in my music video to allow the viewers to build a relationship with the artist as they get an intimate insight into her personality.

Planning Editing

Planning Editing

 

Editing is extremely important within a music video as it allows the final product to flow evenly throughout. This assists in allowing the audience to understand exactly what is happening in the music video with regards to the narrative, performance and concept elements. Without specific editing styles to the genre of music video you are producing, the success and entertainment factors may be at loss due to the audiences not feeling extremely satisfied with the music video they have just watched. Timings of camera shots and transitions in a music video allow it to flow evenly meaning the audience can understand the narrative with ease. Tints and effects can be employed over specific camera shots to alter their appearance so that they connote different meanings to the audience. This in turn enhances the viewers visual experiences whilst watching the music video.

The first editing style we are planning on including in our music video is slow pace editing. This will be evident through the performance element in the music video to allow the audience to build a relationship with the artist and to understand more surrounding her musical talent. In contrast to this we will employ fast pace editing during the argument scenes between the artist and her love interest. This will illustrate the idea that their relationship is chaotic and unstable, and will enhance the entertainment factor of the music video as the audiences anticipation levels are increased. In addition to this we anticipate to include a time lapse edit within our music video. This will also directly link to the argument that the couple are having and will therefore present them with the world carrying on as normal around them. This will focus the audiences attention on their relationship and they will understand the idea that the artist is somewhat trapped in the relationship with no escape. Another editing style we have decided to include in our music video is a blurred frame on a number of specific camera shots. This effect will present to the audience the on goings through the artists love interests point of view, which therefore illustrates that he is unstable and highlights the fact that he turns to alcohol with his problems. This specific effect will increase the realism of the music video as the audience will feel as though they are involved, in turn increasing the entertainment factor of the music video.

The slow pace editing style is conventional to the indie genre as it is simplistic and allows the audience to focus on the visuals they are presented with. The slow pace editing is in time with the beat of the music and in turn allows the scenes to flow evenly allowing the audience to engage with the visuals. However, the other editing styles we are planning to include subvert the typical indie genre editing conventions. This is because they are more complex and therefore provide the audience with a greater visual experience than other indie music videos. They also allow the viewers to depict their own meanings from the music video they are watching and means they have other elements to focus their attention on, rather than just the simple narrative.

The editing will assist in building a relationship with our target audience as it allows the viewers to understand more to do with the narrative. The slow pace editing style we will employ gives the audience the opportunity to build a relationship with the artist as their attention is focused on her performing and they can therefore witness the emotions she evokes. The more complex editing styles also helps to build a relationship with our target audience as it provides them with enhanced visuals so that they can understand the narrative in more depth, as it will seem more realistic to them.

Planning Light and Colour



Planning Light and Colour

 

Lighting and colours are important within a music video as they enhance the visuals of a music video. They are also employed to connote certain meanings and moods from the narrative and the lyrics to the audience. Without specific forms of light and colours being included in a music video the audience may not understand the correct representation of the artist and their surroundings.

 

The idea of light and colour is significantly important to our music video as the motif of light is present throughout. Within our music video we will employ different forms of light and colours to connote specific meanings to the audience. One style of light we will include in our music video will be naturalistic as this follows the conventions of the indie genre. This includes the light of the sunset within the camera shots of the artist playing the guitar in the forest (her thinking space). We have decided to include this form of light as it makes the scene seem more realistic to the audience and therefore more relatable. Another form of light we will include would be that of the fireworks, sparklers, flares and lighter. These elements of light provide bursts of colour and visual effects for the viewers, increasing the effect their significance has on the viewer. In addition to this these forms of light also connote the idea of reckless behaviour and danger which directly links to the persona of the artists love interest.   
Through the fireworks and flares we will mainly be employing the colour red into specific scenes of our music video. This is because the colour red can be significant of an array of feelings and aspects. In terms of our music video the colour red connotes the idea of the love and passion within the relationship of our artist and her love interest. However it also connotes how our artists love interest is dangerous and has a rebellious nature. In turn the colour red is significant within our music video to assist the audience with their understanding of the narrative. The colour red is also evident through the iconography of our music video as our artist is seen wearing a pale red lipstick. This further connotes how she is central to the events that are going on around her. In addition to this the colours and sparks of the fireworks will be significant of the chaotic and unstable relationship that the artist and her love interest are experiencing. It will therefore allow the audience to understand in more depth the idea that the artists love interest is wrecking their relationship due to his erratic behaviour.

 

The naturalistic lighting within our music video is conventional to the indie genre. This is because it is simplistic and therefore allows the audience to visually understand want is happen within that scene as the lighting is not over powering. However the other forms of lighting we are employing in our music video (fireworks, sparklers, flares) subvert the conventions of an indie genre music video. This is due to indie music videos being typically simplistic so that the viewers are able to understand the narrative with ease. However as a group we decided to subvert the typical conventions in terms of lighting and colour to provide the viewers with a more pleasurable visual experience. It will also allow the viewers to feel more engaged in the narrative as they are given the opportunity to depict the underlying meaning behind the specific colours we are employing.

 

The lighting and colours are extremely important in our music video in terms of assisting to build a relationship with our target audience. This is because the viewers are given the opportunity to understand the narrative of the music video in such depth that it feels realistic to them. Therefore any feelings that they evoke whilst watching the music video will allow them to build a deeper relationship with the artist, as they begin to sympathise with her due to the unstable relationship she is faced with. The lighting and colours we will include will also give the viewers the opportunity to depict meanings behind the red colour that is substantially present, to individually enhance their viewing experiences.





Planning Setting and Iconography

Planning Setting and Iconography
 

Settings and Iconography are crucial in a music video as it allows the audience to understand more surrounding the narrative and content of the music video and also notifies the viewers of the genre of the song. The settings and iconography provide the audience with elements to relate with to result in the music video becoming more realistic and enjoyable for them. Including specific locations in a music video allows the audience to place themselves in the situation being presented and enhances the realism of the music video. It also provides them with further information surrounding the artist and allows them to understand the significance of each location. The iconography incorporated in a music video confirms the genre of song and allows the audience to be aware of what to expect throughout. Including specific forms of iconography can provide the viewers with vital clues surrounding the narrative of the music video and also the personality of the artist.

For the performance element of our music video we decided to keep it simple. We will film the artist performing in front of a big white wall so that she is the main focus of the performance shots. Shooting the artist against a plain white wall means the visuals are simplistic and natural looking which follow genre characteristics. It also allows the viewers to focus their attention on the artist and they are more likely to believe the lyrics she sings as they can visually see her emotions as she performs. In turn this will mean the viewers can build a relationship with the artist primarily based on her performance talent.
 
For our music video we have decided to include certain settings that will enhance the narrative we are illustrating to the audience throughout the music video. The main location we are including in our music video is Central London. This is because London is the city of England and is a romantic destination for romantic couples to visit. Within the Central London location we will base our music video in South Bank, Brick Lane and Camden. We have chosen to include these specific locations as they hold many visual features that will enhance the impact of our music video. The settings we have chosen are also extremely popular with young people and will therefore appeal to our target audience.

Within the Southbank location we decided to include the setting of a skate park. This is because the lyrics state that the artists love interest 'hangs about at the skate parks'. Therefore by employing this location we can follow the aspect of Goodwins' theory as our lyrics will directly link with the visuals the audience are presented with. This will enhance our idea behind the narrative and lyrics, with regards to the reckless love interest of our artist.  
 


In addition to these locations we have decided to include a Field setting which will directly relate to the light motif we have present throughout our music video. Within this setting we will include fireworks behind the visuals of the artist and her love interest. This is to present a contrast between their relationship and the visuals. The fireworks represent a healthy relationship when in fact the artist and her love interest are within an unstable relationship. The location is also naturalistic which is conventional to the indie genre and the artist and her love interest will be the only people present in the scene, allowing the audience to concentrate on their relationship and the contrast the fireworks are significant of.

Throughout our music video we will employ specific forms of iconography that are conventional to the indie genre and will assist in enhancing the impact of our music video on the viewers. Within the performance element of our music video our artist will be seen playing the acoustic guitar. The guitar is significant of the talent that our artist perceives and assists us in creating a visually conventional music video to the indie genre. We will also include iconography that directly links to our motif of light that is evident throughout our music video. The fireworks we incorporate in the field location will visually provide our music video with natural forms of light that relates to our motif. It will in turn enhance the visual impact of our music video and provide a link to the rebellious behaviour of our artists love interest. In addition to the fireworks linking to the artists love interests rebellious behaviour, we will also employ a lighter in our music video. This will be present when the artists love interest is seen smoking and directly relates to the lyrics 'with his lighter and his pack of cards'. This will provide the audience will further visuals to support our light motif and will also signify our artists love interest not appreciating his life as he smokes.

The settings we will include in our music video are conventional to the indie music genre as they are naturalistic. For the narrative element of our music video the locations are outdoors and diverse, therefore enhancing their appeal on our target audience. The London locations provide the audience with the idea that our artist is unique within the indie genre as it is a quirky location with unique characteristics. The skate park location is conventional to the indie genre as it resembles the idea of 'skater guys'. It therefore directly links to the persona of the artists love interest, as he is able to skate and is perceived to be living a laid back, care-free life. The field setting is naturalistic and is therefore conventional to the indie genre as it is simplistic. This relates to the ideas we have present in the music video, and also the indie genre as music videos for indie artists are usually relatively basic, so that the audience can receive an in depth understanding of the narrative. In addition to this is also further portrays our artist as down to earth and evoking characteristics of a typical teenager.  

The iconography present in our music video is conventional to the indie genre as artists are usually seen performing with an instrument. This provides the audience with a visual understanding of the artists talent and that they are a true performer. In turn employing the guitar in our music video will provide the audience with the correct visuals to link in with the narrative and performance element of our music video. In addition to this the lighter and fireworks are not directly conventional to the indie genre but link in with our reoccurring motif of light. They provide a natural source of light for our music video, therefore enhancing the visual lighting elements of our music video providing the viewers with a deeper understand of our light motif.

Our settings and iconography help to build a relationship with our target audience as they provide them with a further understanding of the music video. They directly relate to the performance and narrative elements of our music video to enhance the effect the visuals has on the audience. The settings and iconography also provide the viewers with something to relate to. The audience may be familiar with the locations and may sometimes visit them, therefore making the music video seem realistic and more believable to them. In addition to this fans may have an interest with playing the guitar and can therefore relate to the artist which will enhance their abilities to form a relationship with her through the performance element of our music video.

Planning Artist Image

Planning Artist Image 

An artists image is important within a music video as it is how the audience visually perceives the artist. The artists image also further illustrates the genre of the music video through their costumes, hair etc. A conventional image means the viewers can directly link the artist to their music which therefore allows them to understand the music video and the artist in depth.

Our artists image will be conventional to the indie genre of our music video. This is so that her image directly links to the song of our music video. Our artist will be seen wearing a number of different outfits to portray the various locations and her frame of mind at that particular time in each scene. The outfits she will be seen wearing will include indie style items such as; a red beanie hat, black and gold ankle boots and a floral dress with tights. These will alter with regards to the location our artist is in within each specific scene to convey the time of day and also the frame of mind of our artist. In the mid camera shots of our artist performing she will be seen wearing a denim shirt. This will provide the audience with the vital information that the song is of an indie genre at the very beginning of the music video. It also presents the artist as conventional to the indie genre and adds an edgy visual to her appearance. Our artist will also be seen wearing a grey coat with fur. This specific item of clothing is fashionable amongst teenagers, and will therefore present our artist as an individual who is interested in fashion and cares about her appearance.


Our artists hair is blonde, which coincidentally is the same as the original artist of our song, Nina Nesbitt. Nina's hair is seen as slightly messy which is how we are going to have our artists hair, therefore it highlights how our artists hair will follow the indie conventions with regards to her image. Our artist will also be shown wearing red lipstick and subtle face and eye make up. The red lipstick is conventional to the indie genre as people interested in this type of music and indie artists, are often seen wearing red lipsticks of various shades. We decided to have our artist wearing subtle make up including little mascara and eyeshadow of earthy colours, to provide the audience with naturalistic visuals. In turn this will present to the audience the idea that our artist is down to earth and just like a typical teenager, as the make up is not used to emphasise the visuals of her performance.

A key element to our artists image is the nosering she will be seen wearing. The incorporation of this to our artists image emphasises the link to the title of the song and therefore develops a deeper meaning behind the lyrics for the audience to understand. In addition to this, the nosering allows the artist to  appear more conventional to the indie genre as piercings are popular amongst artists within this genre. Also within the music video our artist will be seen holding and playing the guitar which will play a huge part in illustrating her image to the viewers. The guitar is significant of allowing the audience to understand the musical talents our artist has and also enhances the link between her and the indie genre of her music. In turn this will increase the entertainment factor of our music video as the viewers will be able to develop a direct link between the artist and her song.

Throughout our music video our artist image is conventional to the indie genre. This is because people within the indie genre in the music industry artists are seen presenting similar images. For example in Ellie Gouldings, Your Song music video she is seen wearing a red beanie hat in the outdoor locations. We therefore decided to incorporate this piece of clothing into our artists image as we believed it would enhance the conventional appearance of our artist and would visually link in our music video. Our artists shoes are conventional to the indie genre as indie artists are constantly seen wearing army style boots. We chose to dress our artist in black, ankle boots so that it would link to the army style boots, but would not be an exact replica of the shoes that indie artists are seen wearing. 

Our artists image has a profound effect on creating a relationship with our target audience. Creating an image that is conventional to the genre of song we are creating a music video to, allows the audience to understand and enjoy the narrative and performance elements in detail. This is due to the viewers being aware of what to expect in an indie genre music video, so a conventional artist image will allow this to continue throughout. The image we are forming for our artist is highly conventional to the indie genre and is therefore extremely realistic. This in turn means the target audience can relate to our artist in depth and therefore understand more surrounding her personality through the visuals they receive.

 

Planning Cinematography

Planning Cinematography

 

Cinematography is extremely important when it comes to the production of music videos. When creating a music video the camera shots are planned before the production process so that when it comes to filming everybody knows what has to be done. Cinematography plays a huge part in the success of a music video. It helps to convey a narrative or concept within a music video by providing specific visuals to the audience which they can interpret into their understanding of the music video. Cinematography illustrates to the audience locations, mise-en-scene, lighting, etc which enhances an individuals experiences whilst watching a music video. Without the correct cinematography for music videos of a specific genre, the success of it may decrease, as the narrative and overall whole music video may not flow effectively to provide the audience with the visual pleasure they desire.  

 

Throughout our music video we want to include a number of specific camera shots to convey a certain aspect to the viewers. We want to include a number of mid shots of the artist. This will be when she is seen performing and also during the narrative element of the music video. The incorporation of the mid camera shots will allow the audience to be aware of the artist in the music video and to learn more about her personality. The mid camera shots will also allow the viewers to build a relationship with the artist through the performance element and also narrative element of the music video. We also decided as a group to incorporate a close up shot of the guitar that the artist is playing. Including this specific camera shot will allow the audience to witness that our artist is talented in playing the guitar. The guitar is also a significant form of iconography in our music video as it is conventional to the Indie music genre. Therefore we want to allow the audiences attention to be occasionally focused to the guitar, as it enhances the visuals and the effect of the narrative throughout. In addition to this we hope to include a number of establishing shots. These will be based around the location changes that are included in our music video. We want to incorporate the establishing shots to illustrate to the audience when the locations that the artist and/or the artists love interest are in are changed as this will also be significant to portray their frame of minds at each specific time. In addition to these camera shots we anticipate to include a low and high angle shot. The high angle camera shot would be of the artist to illustrate to the audience that she is of higher power and has the most control within the relationship at this time. Whereas the low angle camera shot would be of the boyfriend to highlight how he is unstable and damaging their romantic relationship due to his reckless behaviour involving alcohol. These two specific camera shots will allow the audience to further understand in depth the narrative present throughout the music video.

The cinematography we will include in our music video is conventional to the indie genre as it allows the audience to understand more surrounding the narrative and the artist herself. Indie music videos generally include a high quantity of close up/mid camera shots to allow the audience to become familiar with the artist. The camera shots provide them with a detailed look into the artists personality and also helps them to visually become aware of the level of talent the artist perceives. In turn the audiences experiences whilst watching the music video are likely to be enhanced as their relationship with the artist develops in depth. Establishing camera shots are also conventional to the Indie genre as seen in two of Nina Nesbitts music videos (Boy and Stay Out). This specific camera shot allows the audience to witness the location that is used at each point in a music video and the significance of the change in locations. This illustrates to the audience the locations that are being used in the music video which usually directly relate to the genre of the music video i.e. Camden for an Indie music video.  

The cinematography we will include in our music video will build a relationship with our target audience as they will be able to understand the narrative and meaning behind the lyrics in more depth. The close up and mid camera shots we incorporate will assist the viewers in building a relationship with the artist and learning more surrounding her personality. In turn this will allow the audience to understand the true, in depth meaning behind the lyrics. As their relationship with the artist develops they will begin to believe the lyrics that she sings, which will increase the entertainment factor of the music video. The establishing camera shots we will employ will also assist in building a relationship with our target audience. This is due to the establishing shots revealing the locations within the music video which will directly relate to the indie genre. The viewers will therefore be able to relate to these locations as they will be popular within their interests of locations to visit and also locations found in other Indie music videos.

Evaluation

Evaluation

From the research we conducted via questionnaires and vox pops we have collected the results which will assist us in the planning of the music video. From the vox pops we asked open questions which presented us with qualitative data. From analysing the information we collected from the vox pops we gained vital feedback that gave us inspiration for the production of our music video. The results we collected highlighted that individuals like to be able to relate to an artist, and they mostly like to watch music videos on YouTube. We also found that the participants preferred to see an artist involved in the narrative of a music video and preferred to watch a simple music video. Finally we found that a majority of the people we asked had in fact heard of Nina Nesbitt and therefore we were aware that if we created a music video that contained these specific elements it would appeal to the target audience.

Also from handing out questionnaires to 40 randomly aged people from ages 10-50 years old we collected both qualitative and quantitative data from asking both opened and closed questions. Once we collected results from the questionnaire we formed them into pie charts to make the results clearer. The main results we found that will assist us with the production of our music video included; Indie was the most chosen genre as participants favourite, participants preferred to see the artist in the music video, they preferred a more narrative based music video, a typically conventional music video to its genre, and an all round simple music video. After collecting these results we discussed them within our group and decided how we could incorporate a number of the ideas into our music video to increase its entertainment value and how conventional it is to the Indie genre. 

The purpose of a target audience is so that when producing a music video we are aware of the specific codes and conventions to include that would be most appealing to the chosen group of people (target audience). Having a target audience allows us to produce our music video so that it will be aimed at a certain group of people, and will therefore highly appeal to them. Creating a music video appropriate for the target audience is vital in the success of the music video. This is because the more appealing the music video is to the target audience, the more likely the entertainment element of the music video is increased, further enhancing their experience whilst watching.

To collect enough information from the public to influence the production of our music video we had to create a questionnaire to hand out to individuals and also conduct vox pop interviews. We created questionnaires so that we could ask the public open and closed questions. Creating a questionnaire helped us with the planning of our music video as we was able to ask each individual the same question and therefore generate results based on the questions we anticipated answers to the most. We conducted vox pop interviews as we were able to ask the 5 individuals five questions that varied from those we had included in our questionnaire. Doing so allowed us to learn and understand more about the publics expectations for music videos. The questions we asked in the vox pops were open questions and therefore provided us with more qualitative data. The results were mainly based on opinions from the 5 individuals and the interview style therefore allowed them to elaborate on their answers and provide us with more detailed, vital feedback that we needed to produce an appropriately, appealing music video.

Through our questionnaires we surveyed 40 individuals (20 male, 20 female). Doing so allowed us to receive accurate feedback as the questionnaires were split evenly among both males and females. The individuals that completed our questionnaire were aged 10-50years old therefore increasing how accurate the results were as we could generalise our findings to the interests of most people within this age range. For our vox pop interviews we asked 5 individuals to take part (3 males, 2 females). as we only asked 5 individuals we tried to make our sample as even as we possibly could which is why our sample consisted of 3 males and 2 females. We interviewed 5 individuals so that we could elaborate on the results we had already received through our questionnaires as the vox pop interviews would allow them to express their opinions regarding the questions we asked them as they were all open.

The vox pops we undertook as part of our research were successful as they allowed us to understand more surrounding the results we had already managed to collect from our questionnaires. Therefore it gave us more vital information that we could discuss for the production of our music video. The results we collected from our vox pops gave us inspiration of various elements to include in our music video such as having the artist present in the narrative and creating a simple music video. Therefore conducting the vox pops has allowed us to create a music video that is likely to appeal to our target audience.

The results we collected from the vox pops provided us with a detailed insight into the interests individuals have regarding music videos. Individuals like to be able to relate to an artist, as they feel more involved in the music video and it gives more depth and meaning to the song. It also allows the audience to form relationships with the artists as they are seen as down to earth as they are relatable. The majority of the people watched music videos on YouTube as it is the most accessible way to watch any music video. People are able to do extensive searches into various artists to listen to more of their songs and to further get to know the artist. Participants preferred to see an artist involved in the narrative of a music video as it makes them more involved in their music and they become more realistic and relatable for fans. It also illustrates how they mean exactly what they are seen singing in the music video and therefore encourages fans to support the artist.

A sub-culture is a group of people who are united through a common value system and tastes, i.e. clothes, music, politics etc. This specific group of people are positioned outside of the mainstream and therefore go against what is seen as popular. There are a number of values of a sub-culture, these include; conformity and rebellion, attitude to capitalism and consumerism, tribal/gang rivalry and if they are traditional or neophyte. There are three main views on psychologists as follows;

Grant McCraken believes that the post modern world is full of diversity, dynamism and creativity. He also states that if we look at the array of values and ideologies then we can't say that all sub cultures come from one culture. This shows variety between cultures and individuals.

CCCS has a general view regarding sub-cultures and ignores McCracken. CCCS assumes that all sub-cultures come from one cultures, the reaction to mainstreams. This is the view on sub-culture that relates to the production and results regarding our music video. This is because our music video is based on an Indie genre which we believe is a sub-culture of the pop genre.

Hebdige came to the conclusion that although some people think that sub-cultures only appear to be different, deep down they are the same. Therefore he says if you look deeper, there is enough richness to warrant renaming 'sub-cultures' as 'little cultures.

For the music video we are producing we want to create it as primarily narrative based. The narrative will be based around a love story and the male character will be an alcoholic who is somewhat going off the rails. We will also include a performance element to our music video so that the audience can form a relationship with the artist which will improve the entertainment value of our music video.

Pie Charts

Pie Charts
 

After handing out our questionnaire to participants and collecting our findings myself and Daisy decided to compile our results into pie charts. We decided to do this so that our results would be clear and easy to understand. We therefore were able to analyse our findings to assist us in the production of our music video. After forming the pie charts we discussed as a group our findings and any popular elements from them that we could include in our music video to enhance the ideas we already had. Below are the pie charts we created showing the results we collected from our questionnaire:

How old are you?

The age range of individuals we handed our questionnaires out to were aged 10-50 years old. Using this extensive range of aged individuals improves how accurate our results were that we collected and therefore gave us an overall public opinion on music videos.

Are you male or female?
We handed out our questionnaires to an even number of male and females so that the results we collected were not gender bias. By questioning both genders we were able to collect information regarding music videos that was popular among both genders, in turn enhancing the likely appeal our music video would have on the target audience.

 

What is your favourite genre of music?
We found that the most popular music genre among the individuals we handed our questionnaire to was Indie. This is the genre of the music video that we are producing. Therefore we believe we have chose the correct genre to appeal to the widest range of individuals who watch it. 
 

Do you prefer to listen to solo artists or bands?
The results we collected from our questionnaire suggests that the public prefers to listen to solo artists rather then bands. This supports the artist were doing for our music video as she is a solo artist. Therefore this is also likely to increase how appealing our music video is to the audience.

 

Do you prefer to see the artist in the music video?
A majority of the people who answered our questionnaires stated that they preferred to see the artist in the music video. After discussing this result within our group we decided to incorporate the artist of our music video in the narrative that is evident throughout. This way the audience are given further opportunities to build a relationship with her.

What style of music video do you enjoy the most?
From the results we collected we discovered that most people prefer to watch a narrative based music video, which was closely followed by a performance based music video. As a group we have decided to base our music video primarily on the narrative as we believe it would be more appealing to the target audience. Therefore our decision supports the views of the public with regards to style of music videos.

Do you prefer the music video to be conventional to its genre or diverse? Why?
Most individuals decided that they prefer a music video to be conventional to its genre. Therefore as a group we decided to produce a music video that is conventional to the indie genre. This is because it will allow the audience to understand more within the music video and they will also have n idea of what to expect throughout.

 

Typically, how do you watch music videos?

Most individuals that answered the questionnaire typically watched music videos on YouTube. This is because it is highly accessible and therefore allows people to watch whatever music video they wish with ease. Once we have produced our music video we will distribute it on YouTube so that it receive the highest amount of feedback from viewers.

Do you prefer a simple music video or one that includes special effects? Why?
Our results highlighted that most people preferred to watch a simplistic music video. We discussed this results as a group and decided that our music video would be based around a simplistic theme and visuals. This is so that the audience are able to follow the narrative with ease and no confusion is caused by the special effects.

 

 

Have you heard of the artist Nina Nesbitt?
Most people that filled out our questionnaire had never heard of the artist Nina Nesbitt. Therefore it gives us the opportunity to introduce potential fans to her music and try to produce a music video that will appeal to the target audience, and may entice them to further listen to her music.

 

If yes, what is your favourite song of hers?
The individuals that had in fact heard of Nina Nesbitt stated their favourite song of hers. The most popular song that was chosen was Stay Out. This song managed to reach number 21 in the charts and therefore it was evident why most people had heard of this particular song. Only a small number of people had heard of Noserings and Shoestrings and therefore gave us the opportunity to create a high quality, conventional music video to present to the current and potential fans of Nina Nesbitts' music.

Vox Pops

Vox Pops

Within our group we conducted vox pop interviews with a varied group of people. We decided to undertake this as part of our research as we asked the participants open questions and therefore received qualitative data from their replies. When conducting our vox pops we asked the participants different questions to those we had included in our questionnaire so that the results we recieved would give us a broader understanding of peoples interests within music videos. We asked 5 participants (3 males, 2 females) to par take in our vox pops so that we could receive opinions from both sex's so that when we produced our music video it was more likley to appeal to both males and females, therefore enhancing its effect on the viewers.

Vox Pop Video

 

The vox pops that we conducted allowed us to understand in more depth what viewers expect from a music video. The information we collected from the research was qualitative and therefore mainly based on participants opinions. As a group we discussed the results that we received from the vox pops and decided which elements that the participants had mentioned were worthy of us incorporating into our music video, to further enhance the ideas we already have. Therefore undertaking the vox pops as part of our research has assisted us greatly in the production of our music video as it has abled us to build upon the ideas we already had to create a more conventional and appealing music video.



Research Into Chosen Music Genre

Research Into Chosen Music Genre 

The music genre of the song we have chosen to create a music video to is acoustic, indie. The song we have chosen is 'Noserings and Shoestrings' by Nina Nesbitt. We chose this specific genre of music as we collectively as a group have an interest in Indie artists and therefore we thought we would be able to create a high quality music video to an Indie song, as we listen to them in our everyday lives. Artists that we tend to listen to within this genre include; Ellie Goulding, Ed Sheeran, The Kooks, Tom Odell, Two Door Cinema Club, Noah and the Whale, The Killers, Mumford and Sons, Kate Nash, Florence and the Machine, Arctic Monkeys, Laura Marling, The Wombats, Of Monsters and Men etc.

Ellie Goulding - Your Song

In the Ellie Goulding, Your Song music video she is seen wearing a beanie hat and army style boots. This is conventional to an indie genre music video as it is typically what an artist of this genre would wear. It therefore further highlights the songs genre to the audience and allows the audience to learn more regarding the personality of the artist. The main locations of the music video is a park. This location is somewhat conventional to an indie genre music video as it resembles the idea of an artist busking in public to present themselves to potential fans. The location also adds an element of realism to the music video as a park is a public location and the employment of it further portrays the narrative and meaning to the song.

The overall main editing style included in the music video is slow pace editing. This style of editing is conventional to an indie genre music video as the tempo of indie songs is generally quite slow, which is evident with this particular song. The editing style therefore directly matches the pace of the music video allowing the audience to understand the song and storyline in depth as it allows the visuals to flow from one to another. A performance element is evident in the music video which is typical of an Indie music video. Ellie Goulding is seen singing in the recording studio and also whilst a man is playing the piano. The employment of this performance element allows the audience to learn that Ellie is a talented performing and in turn means they are able to form a relationship with her through the song. The visuals of Ellie performing following conventions as Indie artist usually present themselves performing in their music videos to illustrate the type of performer they are and to introduce them to potential fans as they are moving up within the music industry. A visual effect is incorporated towards the end of the music video. The effect allows the visuals to evoke a vintage/old fashioned type appearance. The style presented with this effect is conventional to an indie music video as people who enjoy indie type music and indie artists generally have a particular interest in vintage things, such as clothes. Therefore including this effect further highlights how the music video and song are of an indie genre and therefore visually appeals to the target audience of indie music fans. The main camera shots employed in the music video are extreme/close-up shots of Ellie Goulding singing. The incorporation of these camera shots allows the audience to build a relationship with Ellie and learn more surrounding her performing talent. The viewers are also allowed to become more familiar with Ellie visually and therefore may entice them to listen to more of her songs. A further main editing style included in the music video is straight cuts. The straight cut transitions are included between most shots and allow the visuals to consistently flow between each other. The fact that the camera shots flow evenly throughout allows the audience to keep track of the narrative and in turn means that they are able to understand more surrounding the song and the overall narrative.

Mise-en-Scene is incorporated in the music video to illustrate to the audience the Indie genre of the music video and to also assist the viewers in understanding the narrative of the song. The locations of the music video change a number of times. The main locations incorporated are a park/forest, a train and what appears to be her house. The park/forest and train locations are public settings and therefore allows the music video to seem more realistic as it appears she is leading a normal life. It also helps the audience to relate to Ellie as an individual and learn more surrounding her. In addition to this the house location allows the audience to feel as though they have a personal insight into Ellies' life. It further allows the music video to seem more realistic and build a relationship with Ellie as they are invited into her life. Ellie is also seen wearing somewhat laid back clothing such as a beanie hat, army style boots and jumpers. This illustrates Ellie as a down to earth artist that viewers can easily relate to. It also means the audience learn more about her as an individual as they receive an insight into her personality. Throughout the music video Ellie is generally the main focus in most of the visuals. She is either positioned central or to the left or right to present the location. Having Ellie as the main focus of the music video highlights that she is of importance as she is the artist of the song. It also allows the audience to concentrate on her as an artist, especially when building a relationship with her as an individual and learning more about her as an artist. 

The target audience of Ellie Gouldings', Your Song music video is older teenagers/young adults who have an interest in Indie music. This is evident through the elements incorporated in the music video as they would appeal to this range of individuals. In the Your Song music video Ellie Goulding is represented as a down to earth artist. This is illustrated through the elements in the music video such as mise-en-scene, camera shots and editing styles. The clothing that Ellie is seen wearing is not extravagant and over the top illustrating how she is just like any everyday individual and is not affected even though she is in the music industry. The idea that she is down to earth is also presented through the fact the audience are welcomed into her life with the location of her home and witnessing her perform in the music video. Further allowing the audience to understand more about her as an artist.

The style of the Your Song music video is 90% performance and 10% narrative. The use of this style for the music video allows the audience to witness Ellie performing as this is what she is know for. They therefore build a relationship with Ellie as an artist through this element. The narrative part of the music video however, allows the audience to build a relationship with Ellie as an individual and therefore means they can understand more about her and the narrative of the music video. 

The Your Song music video follows a few elements of Goodwin's Theory. The music video demonstrates genre characteristics of an indie music video which is extremely evident through the mise-en-scene in the music video. The music video also follows the style of music video elements that is present in Goodwin's Theory. This is because the music video is primarily performance based, however with few elements of a narrative. 

Researching other artists who are of the indie genre will assist when planning my own music video as I would be more aware of conventions of an Indie music video. From the research I have conducted I have discovered elements that have given me ideas to include in my own music video. I would like to incorporate a number of extreme/close-up camera shots of my artist so that the audience are familiar with her and can begin to build a relationship with her. I would also like to have my artist wearing a beanie hat and maybe army style boots so that her clothing would also relate to the indie genre. Therefore my music video would be following various conventions of an Indie genre which would make it more successful.

One Night Only - Say You Don't Want It

There are a number of codes and conventions evident in One Night Only's 'Say You Don't Want It' music video which enforces the fact the song is of an indie genre. A number of camera shots have been edited with a somewhat 'retro' effect which is conventional to the indie genre ,as it highlights the songs genre to the audience on their first glance and therefore provides them with a deeper insight into the song. Throughout the music video a number of camera shots present the band performing which is conventional of an indie genre music video as it conveys to the audience the artists talents. Within these camera shots it also highlights how each band member is playing an instrument which further portrays how the band are collectively talented. In addition to this all the band members are seen wearing all black in the music video. This provides them with a somewhat edgy appearance, which is conventional of the indie genre, and in turn allows the bands music express their emotions to the audience. The music video as a whole is located outside in the natural surroundings. This is conventional to the indie genre as it links in with the idea of nature and simplicity which allows the audience to depict the songs meaning from the lyrics and their own interpretation. The natural environment also makes the music video more realistic which gives the audience an opportunity to relate to the band.

The band are seen performing on a rooftop in New York. The employment of the rooftop location adds an element of an urban feel to the music video. This relates to the idea of the band being of an Indie genre and therefore could be seen as conventional as it would appeal to audience members. Another location incorporated in the music video is the streets of New York itself. This location is mainly used when the narrative of the couple is being conveyed to the audience. The setting therefore directly relates to the narrative as it evokes the idea of love, as it is a romantic destination that is known for couples to visit. Throughout the music video the main singer in the band, George Craig, is mainly positioned in the centre of the camera shots. The positioning of George allows the audience to become aware that he is the leader within the group and they begin to learn more about him. Specific camera shots such as close up shots where he is positioned centrally allows the audience to witness him as an artist and build a relationship with him based on this. During the music video the band members are seen dressed in all black. The costumes allows the audience to further be informed of the genre of the music video as it evokes the idea of an indie, rock artist. The employment of the black coloured clothing therefore presents the band in a conventional way and would therefore appeal to the audience as it would be exactly what they would expect to see. On the other hand the girl in the music video is seen wearing a fur coat. This could be significant of the idea that she may be wealthy and therefore presents her as a complete opposite to the band members. In turn the narrative becomes more interesting and gripping to the audience as they witness the forming of a relationship they did not expect to happen.

Throughout the Say You Don't Want It music video some of the main camera shots employed include; close-up shots and mid shots. These two specific types of camera shots are incorporated to present the band members to the audience in a personal manner. The viewers get a closer look at the bands appearances and also a deeper insight into each of their personalities, meaning the audience can build a relationship with each member with ease. These two camera shots are also employed to present the relationship between the main band member (George Craig) and the girl in the music video. A number of close up/mid camera shots are included of the girls face to present to the audience who she is and that she is of significance to the music video and overall narrative. In addition to these camera shots, establishing and long shots are employed a number of times throughout the music video. These specific camera shots are incorporated to present to the audience the location and surroundings of each scene in the music video. A long shot is also employed to portray the narratives' relationship between George Craig and the girl from a far, almost illustrating the idea of looking into their relationship from another perspective, maybe the viewers.



The main editing styles apparent in the 'Say You Don't Want It' music video are the transitions between each camera shot. The most common transition within the music video is the straight cut which allows the music video to consistently flow which in turn means the audience are more likely to understand the narrative/concept of the music video. In addition to this there are two other forms of transitions between a number of the camera shots. These include flashes and blurs, which act as straight cuts. They either change the location in the music video or focus the audience attention on a particular element which in turn furthers their understand of the narrative/concept.

The target audience for the Say You Don't Want It music video is older teenagers, maybe even young adults. This is because this age group of people are generally particularly interested in the indie genre of music. Therefore the music video created would appeal to the target audience as it would include elements that would specifically entertain viewers of this age. The members of the band are also around this range of age and therefore provide the audience with figures to relate to.

Throughout the music video the band members are not represented to the audience on a high scale which allows their music to provide the representation which the audience can fully depict themselves. The black clothing the artists are seen wearing also masks their representation and almost provides the audience with a blank canvas on their first visuals of them, which allows the music videos narrative/concept to provide the audience with the representation. However throughout the music video the audience are provided with a more in depth representation of the lead singer, George Craig, who is central to the narrative.

The 'Say You Don't Want It' music video is primarily narrative based (80%) but features an element of performance (20%). For an indie music video this structure somewhat subverts what is considered conventional to the indie genre. This is because indie genre music videos are generally performance based so that they allow the audience to build a relationship with them as an artist and learn aspects regarding their personalities. Performance based music videos also allow the audience to understand the artists talents as they are usually seen playing a particular instrument that is conventional to the indie genre i.e. an acoustic guitar. Therefore because the ‘Say You Don’t Want It’ music video is primarily narrative based it means the audiences curiosity is sparked as to discovering more surrounding the bands personalities and talents.

The ‘Say You Don’t Want It’ music video only features a few aspects of Goodwin’s theory. The music video includes a high number of close up camera shots of the lead singers face. This is so that the audience are given the opportunity to build a relationship with the main member of the band. In addition to this the music video follows Goodwin’s theory as it is primarily narrative based and therefore leaves the audience curious as to who the band members really are as artists.

The research into my chosen music genre will assist me greatly when it comes to planning my own music video. This is because I have widened my knowledge with regards to components that need to be combined to create a successful music video. I have learnt about common codes and conventions of an indie music video and therefore am aware of what to include in my music video to make it successful and conventional to the indie genre. In addition to this, through my research I have learnt that a performance based music video is most common within the indie genre and therefore I can plan my music video based on this fact to further improve how conventional my final product will be to the indie genre.