Monthly Archives: December 2011

Our research into olther artists have shown that our potential target audience could be two segments of people.In one way our potential target audience would be 16+ year olds as there would be fans of modern pop music and artists such as the ones we have researched ( Jessie J, Florence and the Machine) that would be interested in the different costume changes and the glamourous side of the music video where young teenage girls can aspire to be like the females in the music videos, there is then the attraction of the sensuality of the female we use in our music video which would appeal to younger boys who are attracted to these powerful and erotic women. The movements in the video would be quite sensual and suggestive however not too over the top that it becomes unnapealing for the female audience. Looking at fan websites for artists such as Jessie J, Rihanna and Shakira we see that there are many young teensge girls that are obseesed with these pop stars.


We could also attract a totally different audience of 40+ year olds this would be down to our song chioce. Anybody that were a fan of Britpop would also find our video appealing as the song would be recognisable and would take them back to their youth. This is another reason why we wouldn’t want the dancing and movements in the music video to be too sexual as adults that would be a potential target audience may find it all too much and even sleasy. We need to find a happy medium where we make the video appropriate enough for adults to watch and enjoy it however similar to more modern artists that use movements and mise-en-scene to show a sexual side too appeal to the 16+ age range.



Florence and the Machine music video. This video has shown us how location and movement can be very effective in a music video if you have an interesting person in the shot. This video makes lots of use of deep reds and royal colours. The red represents love and lust but can also mean danger and anger. In terms of our video red can be representative of deadliness of the woman. We also liked the masks that are used, the masquerade type ones which are hand-held and could look elegant in a close up shot of our character miming to the song, her eyes covered by this type of mask.

In the video Florence isn’t always moving really elegantly but sometimes is quite jerky and quirky, this is what makes her different from the likes of Beyonce and Alexandra Burke. The longer shots work being long as what you can see catches your eye and sustains your concentration and you can have time to appreciate the angle, the out fit and the lighting. Somtimes there is even dust falling that can make the shot different and eye catching.  We want to incorporate the elegant moves with some more contemporary and with attitude so there is a contrast in vibes and emotion of the singer. There is a shot at 1:35 where a movement Florence does is faster at the end than at the start, this technique is the repeated at 1:48. We will definately use this technique in our music video. What I have noticed that is used a lot in so many videos is how, the outfit, the setting, the camera angle and distance and overall mood are all connected as one and these shots which create totally different atmospheres are then alternated throughout the video.

One: a shot of Florence off centre looking upwards singing, bright even lighting, little make up, hair tied back, close up, low angle, used at 0:01, 0:14, 0:36, 0:53, 1:23, 1:43, 4:13, because of the clean, natural nature of this shot it is mainly used on the slower parts and when notes are high.

The technique of increasing the speed I mentioned earlier is always used with the same mise-en-scene which creates a certain mood associated with all thing in the shot. We should aim for this sort of plan as it creates order and fluency to a music video that when done well can look brilliant.

So far we have filmed some filler shots, ones that can be put in between others. From watching other music videos we have realised just how fast some shots are shown and can disappear in the blink of an eye. However we haven’t actually filmed anything from the storyboard.

RETHINK: We have come to the conclusion that we are trying to make out video into too much of a narrative. So we have decided to focus on movements, locations and costumes, if we get a quality shot paying attention to detail in terms of angle, position, in an interesting location (Junk Shop, Old Bolingbroke Castle, community center((new location a shabby large room with dark wood floors)) ) with contemporary fun costumes that change with the location. All of this should make for a more effective video that is less complicated and more straightforward to film.

Oh Lande Video: The movement in this video is unusual and not a fixed routine but contemporary jerky moves that is edited in post production making some bits in fast forward and quick changes of costume and location. One move started in one costume and location and the same move ended in another costume and location.

We have began our music video and now focusing very much on movement and editing. We have used techniques such as overlapping footage to make her look a bit spooky and translucent on lyrics of the song such as “horror”. We have also blurred a lot of our footage to add to the eerie mood. Other editing includes, reversing shots, speeding shots up and jump shots. This kind of creative editing is much more fun to do than editing a short film which is why I have found creating and editing a music video more fun.

However we then thought something is missing. Why of course, an interesting location!!

Jessie J- Domino.

Why it works: -every shot is exciting to look at

                        -editing is cut to the beat

                         – colours and moods change, yellow themes, to exotic themes to gangsta themes.

                        – jessie j does good facial expressions and simple yet effective movements.

All of these videos have many costume changes and location changes. We can incorporate this into our music video with Jess moving in the sytle of how she looks. If she looks feminine then slow delicate movements, if she looks edgy then contemporary jerky movements. As well as associated these movements with changes in the song.

So far I have just researched female artists that feature in their own music video however we have chosen to use a song performed by a second wave 1990’s brit-pop band.

Britpop is a subgenre of alternative rock that originated in the United Kingdom. Britpop emerged from the British independent music scene of the early 1990s and was characterised by bands influenced by British guitar pop music of the 1960s and 1970s. The movement developed as a reaction against various musical and cultural trends in the late 1980s and early 1990s, particularly the grunge phenomenon from the United States.

By taking aspects of the videos performed by modern female artists of the jerky movements and use of fast and slow motion which is used very effectively in the Florence and Machine and O Lande video, and the interlinking aspects of videos from the 1990’s Britpop bands this will create a fresh new take on the female artists videos as well as drawing in the audience of Britpop lovers, this way we can diversify our target audience.

Some First Wave Britpop bands:

Some Second Wave Britpop bands: