Album Cover Research

Rihanna - LOUD

The digipak for Rhianna's Loud uses the main colour of pink and red. These colours are generically colours enjoyed by females. This therefore appeals to her target audience, of younger females. The colours scream innocence and natural beauty, along with the image of Rhianna lying with a bunch of roses.

Jessie J - Alive

Rita Ora - ORA

After analysing each of these album covers individually I can conclude that a generic convention in the pop music industry, particularly for females is that their album covers are generally close-ups of their face. This also relates to Goodwin's analysis of music videos as he stats music videos in each genre have specific genre characteristics, in the case of the pop genre the characteristic is to have a close up of the artists face on the album cover. This is most probably due to another reason stated by Goodwin that the demands of the record label will be to advertise the artist as much as possible and there is no better way of advertising the artist and their look (which plays a big part in the artists career in this era.) then by placing a close-up of their face on their album. Another characteristic of the pop genre album covers is voyeuristic treatment of the female body, which is also stated by Goodwin. This states that the demand from the record label is to portray the artist in a seductive, consequently increasing sales in the male domain. Therefore a path to go down, if we wanted to develop the pop music video genre, would be to imitate what successful artist in the pop genre have already produced. Or we could challenge the pop genre and do something in the complete opposite direction. 

Music Video Analysis - Katy Perry - The One That Got Away

Genre Characteristics: 

In this music video for 'Katy Perry's' 'The One That Got Away' the key characteristics are conceptual and performance. Goodwin's theory states that each genre has particular characteristics that help make it a genre. One of the main characteristics of the pop genre is performance, including dance in their video. However Katy Perry's music video for 'The One That Got Away' is predominately concept and narrative based. This makes this music video stand out as it is not generic of the pop music video genre. The close-up establishes her age and the depression and isolation she feels. This is in contrast to the close up which shows her younger and much more happy. The colours used when she is playing her older self are mainly grey and dark sinister colours however when she is playing herself but as the younger version the colours are much more vibrant. The only performance based aspect of this music video is when she is signing as her character rather than as Katy Perry the singer.

Relationship Between Lyrics and Visuals:

The relationship between the lyrics and visuals is strong in the music video for 'Katy Perry - The One That Got Away' as she is describing the relationship she had with somebody who slipped through her fingers relating to the title of the song 'The One That Got Away.' This line is repeated in the chorus as she sings about her past love-life, as she reminisces we see flashbacks to her when she was with this lover. The effects used for the flashbacks portray Katy Perry as a happy, energetic person who is full of life.

For example at one point in the song Katy Perry says 'In another life, I would be your girl.' Whilst singing this she's sitting on a double bed by herself and stroking where her boyfriend/husband would be. Another example of a very strong illustrative relationship between the lyrics and visuals in the song was when she calls him her 'Johnny Cash' and at this point he is dressed up as Johnny Cash.

Relationship Between Music and Visuals:

There is a very strong relationship between the music and the visuals in this music video, for example the close ups and mid shots of Katy Perry singing as an older woman suggests to the audience that she has now lost her true love and is at a stage of depression. This can be told by her facial expressions seen in the close ups and the tone of her voice which is very emotive. Another example of a strong link between the music and visuals is when the beat speeds up halfway through the song the actors and Katy Perry also speed up their movements in beat to the song and start dancing quickly. 

Audience Feedback

What would you expect from a music video from the pop genre?

A lot of the answers we received stated that they would
expected a good looking female, even if the artist is not female.
I believe this is to draw in the male population
as they are a strong part of the pop genre audience.
Females are also able to appreciate other females
beauty, something men find a lot harder to appreciate
in another man. Many of our answers included that they
believed that in a pop music video there would
be a lot of close ups of the artists face. After doing a
lot of research I can conclude that this is in fact a
generic convention of pop music videos.

Music Video Analyse: Taylor Swift - You Belong With Me

Taylor Swift - You Belong With Me

Genre

According to Godwin's theory each genre has specific characteristics. The generic conventions of a Taylor Swift music video is that there is a girl desperately in love with a boy. This is portrayed as the main theme in the music video for 'You Belong With Me' and of course the music video ends with her winning over the boy and a big kiss. Another convention of Taylor Swift's music videos is the use of close-ups of her face. This is also a characteristic of many pop music videos. They also express their sexuality vividly throughout the music video, this could be seen as seductive but it is also a way of stirring controversy and drawing in the audience. The characteristics of the pop genre usually follow the same steps; firstly the use of a lot of close ups, the struggle to find happiness but the eventual success in finding it, and the mixture of performance and narrative. Most of the time pop music videos are set in a suburban neighbourhood.

Relationship Between Lyrics and Visuals

There is a very strong relationship between lyrics and visuals in this music video for Taylor Swift's 'You Belong With Me' as the whole concept of the music video is the love story between Taylor Swift and her neighbour. In which she is trying to make him her's, therefore he will belong with her. At points in the music video Taylor Swift is singing directly to the camera this means the relationship between the lyrics and the visuals have the strongest of bonds as the lyrics convey what she is saying. Although the video is predominately narrative based, there are also aspect of performance throughout, however while performing she does not play Taylor Swift she plays her character of the nerdy next-door neighbour.

Relationship Between Music and Visuals

Although often confused the relationship between music and visuals is completely different to the relationship between the lyrics and visuals. For instance when the beat of the music in the Taylor Swift's music video increases in speed so does the speed of the cutting. In the chorus of the song when the beat speeds up the camera is filming an American Football game and the cheerleaders, this is a great example of a strong relationship between the music and visuals.

There is a frequent reference to the notion of looking and particularly voyeuristic treatment of the female

In many pop videos today and especially in this music video females are presented in a much more sexual way then say a decade ago. In this music video the voyeuristic treatment of the female is presented and made evident through the provocative and seductive dancing Taylor Swift performs in her room along with the variety of outfits and clothes which could be deemed as inappropriate for someone of her age. In todays era the look is just as important as the voice.

Meeting the Demands of the Record Label

Goodwin's theory states that in order to meet the demands of the record label the music video must include a lot of close ups of the artists face. This therefore introduces the artist to the audience and creates a sense of a connection between the audience and artist. Another demand of the Record Label is to include provocative shots of the artist. This draws the audience towards the music video and sometime can raise questions or controversy.

Brand New Day Lyrics

Hmm , yeah 

A different road to a different place 

I like it here 

So much space 

Open free where I wanna be 

And it feels so good

A different time

My time again

I'm gonna start it off

Over and there

Like a butterfly

Im  moving on my friend

Its a brand new day a brand new you 

Anything you wanna do its a second chance 

Every circumstance to make it alright

Its a brand new sun a brand new moon

Today is done over soon

It will be alright because its a brand new day

A different point a different view 

Another me another you

Anything we wanna do 

And it feels so good 

A different world were living in

Were do I start to begin 

Up to me , myself and I

Gotta try gotta try gotta try this time

Its a brand new day a brand new you 

Anything you wanna do its a second chance 

Every circumstance to make it alright

Its a brand new sun a brand new moon

Today is done over soon

It will be alright because its a brand new day

Don't matter where your at , it don't have to be like that

Here is where we start the day again 

The story goes in diffeernt way

Turing over a new page

Turning into a happy end

All that matters now is here almost there almost there

Ohh...

Its a brand new day a brand new you 

Anything you wanna do its a second chance 

Every circumstance to make it alright

Its a brand new sun a brand new moon

Today is done over soon its gonna be alright 

Its gonna be ok  because its a brand new day.           

Goodwin's Music Video Analysis

Andrew Goodwin writing in ‘Dancing in the Distraction Factory’ (Routledge 1992) 

1. Music videos demonstrate genre characteristics 
(e.g. stage performance in metal video, dance routine for boy/girl band). 

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting). 

3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting). 

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style). 

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. 

6. There is often intertextual reference (to films, tv programmes, other music videos etc). 

Music Video Styles

Technical codes 
- As with your work on TV Drama,when analysing pop video it is important to consider the technical codes which are used to construct both the video itself and the representations inherent within it.

Camerawork 
- As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon meaning.

The Close Up Predominates 
- As in most TV, this is partly because of the size of the screen.

- Also because of the desire to create a sense of intimacy for the viewer.

- It also emphasises half of the commodity on sale (not just the song, but the artist, and particularly the voice). Music Video 

Preliminary Task

Music Video Analysis: Mac Miller - I Am Who Am (Killin' Time) [Ft. Niki Randa]

Music Video Analysis: Mac Miller - I Am Who Am (Killin' Time) [Ft. Niki Randa]

When speaking on this song Mac miller said it is 'very introspective and very personal so its kind of throwing it out there and seeing what happens.'

Music Video Analysis: Dizzy Wright - Fly High feat. Nikkiya

Music Video Analysis: Dizzy Wright - Fly High feat. Nikkiya

This dusty, old-school production of Dizzy Wright's 'Fly High' music video is a chilled out music video to go with a chilled out song. Dizzy pilots this track with his charismatic flow and personable, introspective lyrics while co-pilot Nikkiya ties the song together nicely with a smooth hook.  

Music Video Analysis: Earl Sweatshirt featuring Vince Staple & Casey Veggies - Hive

Music Video Analysis: Earl Sweatshirt featuring Vince Staple & Casey Veggies - Hive

The song's ominous, menacing tone is reminiscent of other dark OF singles like Tyler, the Creator's 'Yonkers.' The video is influenced by the children's book Where the Wild Things Are, as referenced in the lyrics: 'Raised where the beasts are.' This explains the foreboding sense of disaster and the horror film aspect which is seen throughout the music video.



The music video begins with a close up of Earl Sweatshirts face. This is a clear generic convention of music videos as the audience are therefore prone to be feeling more attached to the artist and in a way believe they have an insight into their life. It also emphasises the performance based aspect of the music video as the audience can clearly see the artist singing or rapping to their song. This makes it more believable and life-like.

The music video then continues to give close-ups of objects and other props. This is a generic convention of many music videos.

This medium shot portrays the randomness and dream like aspect to the music video. Behind Earl Sweatshirt the wall is slowly moving. This is in order to confuse the audience. This music video is mainly concept based with a lot of images and concepts used to question the audience and create a sense of unease. The two people either side of Earl Sweatshirt are wearing creepy halloween masks, this relates to the dark atmosphere of the music video. This darkened atmosphere however goes perfectly with the song as the beat is very irregular and doesn't go with the flow. However this is his controversial rapping style which can relate to this controversial video.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Genre characteristics

Seeing as our song is clearly a female singing and is put in the r'n'b genre we have decided to use a young, aesthetically appealing female, who is sweet but also has another side to her. By doing this we have used the generic conventions used by real media products, as most of the time the singer does not only have the voice but also has the look. You could even argue that in our generations the look is more important than the voice. We are thinking it would be best if we set the music video outside as nature can be used as he perfect set. It is cheap, easy and beautiful. Many music videos are set outside exactly for this reason.

Relationship between lyrics and visuals

We are thinking that it would be best to have our artist singing directly to the camera as it makes a connection between the audience and the artist. Therefore the music video is predominately a performance based music video however it also contains some conceptual themes. We want the lyrics to have a very strong link with the song. We want this so the audience are able to make a connection between the music video and the song. This therefore generates popularity and revenue.

Relationship between music and visuals

Although often confused, the relationship between the music and visuals is different to the relationship between the lyrics and the visuals. For the relationship between the music and the visuals it depicts things such as the speed of the music matching the speed of the editing.