poster

This is Gwen Stefani's album advertisement. The first thing I noticed about this advertisement was the main image of Gwen in an oil like painting way spread out over a chair holding a crown and jeweled stick which only members of royally are seen to have. The over all effect of this image has a connotation that Gwen could see herself as the 'Queen of pop'. The font is also done in a very arty classical Royal font which matches the main image, the colour of the font is also gold which is a royal colour, the image also has red in it which again is another royal colour. The background colour for the advertisement is a very pale pink which shows up the font of the text very well. The basic forms and conventions which I can see on this album advertisement are a main image, the name of the artist, date of release, information on what is included in album and also a website linking to information on the artist Gwen Stefani. The main purpose of album advertisement is to promote and sell the album, I feel that this advertisement will have been successful in this way as it is making out the Gwen is pop royalty and is seen as in important person due to the 'oil painting' effect she has gone for on her main image.

Poster analysis

This album release is for Greendays 'American idiot album'. This advertisment features the same image which is on the American idiot albun which is clearly making a link between both products resulting it been a recognisable product to the audience. The colour sceme for this advertisement features black white and red. I think the red looks really effective against the darkness of black and looks like its connoting something dangerous and exciting. The bands name is featured in the upper left hand corner in an uppercase large font, instantally making it stand out to the audience. Underneath the bands name their is the album title, this is in the same font as the band name but however in lower case form, a smaller font and in red instead of white. The main image is an animation of a hand with a heartogram inside of it, I think looks really effective and offers a different and unique aproach to the album advertisement and follows the gnere of the band Greenday which is punk rock. In the bottom left hand corner there is also a small image of the label in which the band is signed to. Overall the poster ususes very simplistic ideas that together work really well in promoting and selling their album.

Poster analysis

This is an album advertisement for the album 'The best of the Vines' The background used in this is an off coloured cream colour which I think is a really good contrast with the animated images of vines which appear to be wrapped around the bands name and at the bottom of the advertisement. I also like the use of the colour green within this poster as it looks really unusual and natural which may be linking to the independent genre. The advertisement follows basic conventions by having the band name and the album title however this avertisement also offers extra information for example what kind of tracks are included within the album. There is a use of different fonts on the advertisement which I feel gives it a unique look and again will realte back to the independent genre and obvioulsy the animation of the vines links back to the name of the band which is indeed 'The Vines.'

Codes and Conventions of Digipacks

When designing and producing a digipack it's important to look into existing products to see exactly what it is I should be includeing within my digipack product. Looking at some digipacks I have found the main conventions that are seen in nearly every digipack, these are;

• Images- There are a variety of images used on digipacks, usually the artist/band will have a main image of themselves on the front cover of the digipack or images that they feel relate to their type of music, album name etc.
• Bands/artists name- The bands/artists name is always shown somewhere on the album cover this is so people know whos album they are buying and also promoting the band/artist.
• Bands/artist information, this is usually in the form of a booklet at the front of the the digipack the booklet usually contains song lyrics, images, messages, merchandise and tour information.

Digipack Template

This is the template that I will use when creating my digipack. This digipack has 6 pannels which includes the front and back covers, two spines, the left inside cover and two sides for the two disks which will also need to be produced along with the design for the DVD and CD.

Kayne west album cover- Love Lockdown

This album cover is from RnB singer Kayne west. The first thing I noticed about this album cover is how different it is from many other album covers, the successful artist does not use an attractive image of himself to promote his album and make people buy it but however uses album art work.

The background colour of the album is grey which is a neutral colour which gives a rather cool, retro look about the album which I think Kayne west considers himself to be like, therefore his is reflecting his personality and musical taste within his album cover. The image inside the background shows a wide shot of what looks like dried up paint in the shape of a heart. Looking at this image it is easy to tell that this is not graphic art but in fact photography. The heart photography really stands out agaisnt the grey background and almost creates a 3D effect, I think this album cover will be hard for the audience to find meaning with however I do feel it will make the audience stop where they are and notice it and want to know more what it is about and therefore to do this they would need to listen to the music. The image also shows a dwindeling heart which also links to the title of the album which is 'Love Lockdown'

The font on this album cover is very simple at the top it has the artist's name 'Kayne west' In upper case letters with his surename in bold, this clearly indicates who the artist is and whos album you are actually buying and also shows the impotance of that particular artist. At the bottom of the cover is the name of the album which is 'Love Lockdown' the font again is pretty simple yet is all in uppercase letters and all bold and also in white which makes it clear, readable and eyecatching to the audience.

Rhianna album cover- Loud

This album cover is for Rhianna's new album 'Loud'
This album cover shows an extreme close up of the artist Rhianna herself, this is an extremely good idea for this album cover as Rhianna is an extremely attractive RnB singer, therefore by putting herself on front of the album people will automatically recognise the artist and want to buy her album. People who have not heard of Rhianna will also most probably want to buy the album as she is very attractive therefore people will aspire to be like her or even just to look at her. The RnB genre almost always has attractive people within the videos so therefore she is kind of using the attractiveness of herself to sell her album.

The Mise on scene used in this album cover is rather simple yet very effective. Rhianna is not dressed up or showing any of her body however instead she has used the use of make up to create a dramatic yet naturally attractive look. Rhianna's hair and lips are bright red which immediately attracts the audiences attention, the colour red represents things such as danger, passion, love, anger and also has a sexy feel and look about it. These things can also be linked to the RnB genre as many RnB starts like to consider themself living an extravagnt yet dangerous lifestyle where they portray they don't fear anything, many RnB videos also like to show emotions therrfore the red could be showing things as passion and love, one convention of the RnB genre is also showing attractive 'sexy' people therfore the use of red lipstick on Rhianna shows this. It also looks very energetic which could be showing rhianna's music. The way Rhianna also has plump lips, long eyelashes and curly hair also shows her feminaty, however the bearing of her teeth and the slight bit off tatto we can see on her kneck also shows off her edgy side. We can also see that Rhianna is wearing earings which look a lot like diamonds, this could be showing her weath and also jewlary is another convention of the RnB genre.

The only piece of writing that can be seen on this album cover is the title of the album. The title is in a white basic font all in upper case, although the title 'Loud' can be clearly seen it seems like the photograph of Rhianna certainly takes the attention away from the albums name. The font is in white which I think goes extremly well with the red and gives the ablum a kind of cool sophisticated look. One thing I like about this album cover is that it is very simple yet very effective and appealing, I also like the fact how not too much is going on the album cover is simple and too the point showing the artist and also aspects of her music and personality therefore I can see this as been very attractive and appealing to the audience.

Digipack Analyasis T pain- Three rings

This album cover is of the RnB genre as T-pain is an established RnB artist. the first thing I noticed on this album cover was that the actually artist is not presented on the album cover within the form of an actual photograph but however in graphic art from. The colour scheme used on this album cover is pale yellows, and greens which I do not think really catches the audiences eyes however in the background they are bright red and dark greens which stand out against the black grpahic image of T-pain. The colours used are quite royal colours which could be used to show the convention of the expensive lifestyle the RnB genre useually promotes. The album cover is useing a circus theme, we can tell this because within the black graphic image there are also images such as elephants, tigers, cannnons and, accrobatics. On this CD cover the use of font style I think has been done very well, the artist's name is 'T-Pain' is done in a font that again fits to the circus theme, the font is bold and easy to read and also looks as though the artist himself is trying to present himself and his album to the audience.

In the graphic art image of T-pain he is dressed up as a ringmaster again linking to the circus theme, the ringmaster is useually seen as a powerfull male and is in charge of the circus, this could be used as a connotation , as usually RnB males consider themselves to be powerfull males who are seen to be 'bad' and incharge therefore this graphic image could be showing this. On the grpahic image of T-pain he also wears sunglasses which again is a makor RnB fashion statment.

I think the audience would take notice of this album cover as the striped design in two different shades of yellow attract the eye and also give it a look off looking 3D.

The album cover also has a differnt look to many album covers out there and also RnB is also about the different singers getting their different RnB music styles out there. I also like the way it has been presented like a cirucs and kind of looks like the artist himself his presenting his album 'thr33 ringz' to the audience as they purchase the album.

Filming photos

Up to now I have filmed the pre party scenes and the going away scenes; above are some images I have taken from when I was shooting these could be used for parts of my digipack.

Shooting script.

The song ghost in a machine will opening with an establishing shot of a girls modern bedroom, They will be 5 girl characters sat on the bed these will be; Rebecca Cardell, Danielle Cusworth, Bethanee Cheevers, Becky Marsh and Kara Cantrell. All the girls will be reading gossip magazines such as heat, cosmopolitan, more, hello etc except Kara who will be reading something a bit more serious like the times. All the girls will be appearing to be discussing the lives of celebrities, whilst Kara will be sat looking deep in though and a bit disconnected from the group. The camera will be using a wide shot, and also will use a close up on the magazines so the types of magazines can be seen, the camera will Pan around the room so that the point of view shot of the characters can be seen. This scene will take up approximately 0.18 seconds of the track which is ghost in the Machine by B.OB. This part of the song is also an instrumental.

At 0.19 seconds the shot will cut to another establishing shot, which will be in a the location of ‘Little switz’ which is located on Hessle foreshore. The Camera will show a wide shot of Kara just stood staring into the camera with a anxious expression, the Camera will then do an extreme close up so we can clearly see her expression this will go to the lyrics ‘tell me where am I supposed to go’, however this will not be mimed, this will last until 0.23 seconds of the track. The Next shot also takes place in the same location however this time the camera will do a medium close up of Kara as she throws her hands up in the air in frustration this will go the lyrics ‘and who am I supposed to believe?’ this will take the track to 0.30. The next shot will then be a repeat of a medium close up of my character. 0.37-0.40 of the track will be an extreme close up of Kara’s eye and correspond with the lyrics ‘If you could see what I could see’.

At 0.40 the shot will cut to another establishing shot which will be in a kitchen, this will be used as the pre party scene. The camera will show a wide, point of view shot of 4 of my characters sat around the table, laughing and talking, basically having a good time this will last to 0.42 of the track. At 0.44 the camera will do an extreme close up of the table that the girls are sat on which will PAN around to the show the substitutes for drugs and alcohol, at 0.47 the camera will then zoom out to a wide point of view shot showing the girls indulging and begin to enjoy themselves. At 0.48 there will be an over the shoulder shot of Kara walking through to kitchen where the rest of the girls will act oblivious to her been there. The camera will then do a medium close up of her face to show her expression these shots will last until 0.50 seconds of the track.

At 0.51 seconds of the track I will be using a slow dissolve edit to cut into my next shot. There will be an establishing shot which will show the location which will be Station Road in Hessle, they will then be a wide point of view shot of one of my characters dressed up as a homeless person holding a sign saying Money please? The camera will then do an extreme close up of the characters face to show their emotional expression. The camera will then do a tracking shot of a different character walking into the location, she will be extremely glamorous and holding in one hand lots of designer shopping bags and in the other a hand full of money(notes) There will then be a use of shot reverse shot of the poor person to the rich person, the rich person will then laugh and carry on walking, the camera will show a wide point of view shot of her walking off. This will last until 1:00 seconds of the track.

At 1:00 The shot will then cut to another establishing shot which will be back in my kitchen. The camera will show a point of view shot of Charlotte sat staring into space at the kitchen table, then an over the shoulder shot of another character walking through to the kitchen presenting charlotte with a pizza, the camera will then do a medium close up of Charlotte pushing away the pizza with a disgusted look on her face. The camera will then cut to my bedroom where this time there will be a point of view shot of Charlotte looking at her body in the mirror again using a disgusted facial expression. This scene will last until 1:05 of the track.

The next Scene of my music video is the chorus to my music track which starts at 1:06 seconds. There will be an establishing shot of Kara on Hessle forshore Rugby field. The camera will first be doing a tracking shot of her running the camera will be in front of her this at the moment in time, the camera will then go behind my character to show her running, I will then be having a low angle extreme close up of Kara’s feet as she runs and have this slowed down during editing. This shot will then cut to Kara running down the street at first it will be an over the shoulder shot as if someone is watching her, the camera will then go in front of her to look as though she is running towards somewhere this will then use a dissolve edit into the next scene. This will last until 1.16 seconds of the track. Then the camera will cut to Kara with a white background behind her, the camera will do an extreme close up of Kara’s face which will be showing a frustrated emotion, the camera will then zoom out as we see her perform her frustrated emotions some more this will correspond to the lyrics ‘And I try to hide, but I cant hide no more’ the camera will then do a medium close up of Kara and then I will edit it so this scene dissolves, this will go to the lyrics ‘There’s nothing worse then feeling like a ghost’ this will last until 1:30 seconds of the music track.

The next shot which will start at 1:31 seconds of the music track will show an over the shoulder point of view shot of Kara walking into the kitchen earlier where the girl characters where having their pre party scene. This time the atmosphere will be different. Firstly the camera will show a wide shot of what is happing around the table, which will be one of the girls reacting to the drugs in a negative way, the camera will do an extreme close up on this character at this point. The camera will then do a shot reverse shot from each one of my characters to the girl who by this point will have collapsed over the table. I will then film the girls rushing around trying to help the girl however speed it up with editing. The camera will then show a wide shot of Kara walking through whilst all the girls are panicking, there will then be a medium close up of Kara picking up a mobile phone, the camera will then do a an extreme close up of Kara typing in the number ‘999’ on the phone, there will then be a POV of Kara leaving the room without the rest of the girls acknowledging her. This will last until around 1:53 of the musical track.

At 1:53 the camera will then cut to an establishing shot of one of my characters back in the bedroom snacking on something whilst reading a gossip magazine, the camera will then do a medium close up of the magazine of which the girl is reading which will show an article about how size zero is the way to be, the camera will then show a POV shot of the girl running to the toilet and an over the shoulder shot of her making her self sick. The camera will then cut back to the girl sat in her room on the bed surrounded by designer shopping bags and expensive items the camera will pan around the room then do an extreme close up of the girls face to show an anxious expression. This scene will last up until 2:18 of the track.

At 2.19 the track does a repeat of the chorus. The whole part of this chorus is going to show clips of places from New York City. The first part of this will show a shot at an airport where we will see people boarding several flights, and also close up of planes coming in. This well then cut to a high angle shot from the empire state building of the rest of Manhattan and will PAN around from different angles. The shot will then cut to several shots of the statue of liberty and include some extreme close ups it will also do an extreme close up of the plaque underneath the statue of liberty on the words ‘freedom’. This will last until 2.40 of the track.

At 2.40 they will be a repeat from the beginning section of the song as the verse is repeated this will show a wide shot of Kara just stood staring into the camera with a anxious expression, the Camera will then do an extreme close up so we can clearly see her expression this will go to the lyrics ‘tell me where am I supposed to go’, however this will not be mimed,. The Next shot also takes place in the same location however this time the camera will do a medium close up of Kara as she throws her hands up in the air in frustration this will go the lyrics ‘and who am I supposed to believe?’ The next shot will then be a repeat of a medium close up of my character it will be an extreme close up of Kara’s eye and correspond with the lyrics ‘If you could see what I could see’.

After this the track then goes into a final chorus, the chorus will be a merge of both the scenes of both choruses cut and edited together. The camera will then cut to an extreme close up of my character again with the anxious expression and then zoom out so that the character can hardly been seen anymore this will finish the video and correspond with the lyrics ‘there’s nothing worse then feeling like a ghost.

Prop List

Clothes- The main character will be wearing casual clothes such as skinny jeans and a top, however I will want the Clothes to be feminine therefore the Top that my main charcter will be wearing will be quite girly. The other characters I will want to be wearing quite dressed up glamours clothes
Make-up- I will be wanting all the characters in my video to be heavily made up, this is because al my characters are girls and girls mainly always wear make-up and due to me wanting my music video to be black and white I also want the make up to stand out on camera , therfore I will want my characters eyes to be heavily made up.
Icing sugar- This will be used to look like cocaine. This will be used during the 'pre party scene'
Magazines- I will be having gossip magazines present in my music magazine to portray the idea that most people are obessed with celebrity culture.
Bottle of Vodka- This will also be used during the 'pre party scene' also, the bottle of vodka will be filled with water.
Shot glasses- These will be used for the characters to shot the vodka(Water)
A cheeky memo from Bella- This will be used to be given to a character who will denie the food due to be concerened about their weight.
Mirror- This will be used for the character to be looking at her figure in the mirror due to been concerned about her weight.
Wine glasses- These will be on the table, to make the setting look more realstic.
Credit card- This will be used for the charater to cut up the fake cocaine.

Character List

My Video is only going to have one main character, and then 2 extras.

The main character in my music video is going to be Danielle Cusworth. My reasons for choosing danielle as my main character are;

• She is often used to performing, therefore I feel she will be fine in front of the camera and will be able to portray the correct emotions without getting embarrassed.
• Attractive looking girl who looks good on camera, this is important as i am using the hip-hop/R&B genre. Although I am challenging a lot of the forms and conventions for this genre I am using some and having attractive girls is one of the conventions.
• I can also rely on danielle a lot, as one of my best friends I know she would not commit to something and then drop out half way through.
• She has the look to fit my role.

Character role includes:

• Feeling trapped in everyday life.
• The feeling of wanting to escape.
• Not knowing what you want out of life anymore
• Indulging in drugs and alcohol.
• Reflecting back on the past
• Trying to escape but can't.
• suicidal thoughts

The two extras in my music video will be played by Bethanee Cheevers and Rebecca Cardell, these two characters will only be present at the party scene indulging in drugs and alcohol with my main character.

Location List

Hessle Forshore- This will be used for verse 1 and 5 and parts of the chorus of my song. I have chosen this as one of my locations as on Hessle Forshore there is a part called 'Little switz' that offers lots of forest like locations that are normally deserted which will get the idea of feeling 'alone' and also make it easier for filming.

My bedroom- This will be used for part of the instrumental opening of the song. I have chosen this as it shows the character is just an average girl, living the average, normal life with no great advantages disadvantages etc.

Green Room- This will be used for the second part of the Chorus. I am wanting to use this room as I want a completely white background and the green room is the only place that offers me to do this.

Wyke college theatre- This will be the location used for verses 3 and 4, this is because this part of my music video uses a street dance therefore the theatre offers me a spatial place which will be useful for this and also offers me a complete black background and lighting effects

New York City- I will be doing some filming whilst I am in New York (if filming does not go to plan I have a back up!) I will want this to be at the location of the statue of Liberty as this is a big representation of freedom, The empire state building as this provides an amazing view of Manhattan which could be used as a flashback as showing the city of freedom. I may also use the Brooklyn bridge.

Hessle Rugby fields and the streets around this area- This location will be used for the first part of the chorus which uses a lot of running.

Story boarding

story boarding

shots; 17, 18, 19 20, 21, 22, 23,24, 25 and 26

Shots 17, 18, 19 and 20 are all a repeat of shots 13, 14, 15, 16, however the shots will be speeded up and edited different, at this moment in time I still have not decided what type of editing I will be using for these shots, I may use montage editing or use special effects.

Shot 21 will be the beginning of the chorus to my song and will show a wide shot of my character running to the right and will then go into a low angle shot showing her feet running edited to make it look slowed down. Shot 22 will be of the character running straight towards the camera and will be a medium close up again editing will make it appear slower, shot 23 will be of my character running to the left and will appear as an over the shoulder shot, the camera will do a medium close up on the back of my character and then travel to a low angle extreme close up of my characters feet again editing will make it look slower. All of these shots will be using continuity editing.

Shot 24 will then cut to a different location where i will be having a medium close up of my character miming the lyrics 'I try to hide' this will then lead to shot 25 which will be a low angle shot of my character falling down the wall which again will be edited to look like slow motion, she will then sit in a huddled up position with her head faced towards the camera in a medium close up, this will then go into shot 26 which will pan out into a wide shot where we will witness people walking in and totally ignoring my character, all these shots will be using continuity editing and last for the second half of the chorus.

shots; 13, 14, 15 and 16

Shot 13 will firstly be a wide shot of the statue of liberty, which will then go into a close up, the whole of these shots will be using montage editing and also going to the instrumental break within the musical track. The clip is then going to go into shot 14 I think by using a cut dissolve in editing, shot 14 will be a wide shot of a kite flying in the sky, as a representation of freedom.

Shot 15 will then go back to the statue of liberty, however this time from a different angle, it will go from a wide shot into a medium close up. Shot 16 will be of a bridge and people crossing it again as a representative of freedom.

I want these four shots to be done by hand held camera as I want this to be like we are looking at a flashback from her point of view at times when the character feels like they have had freedom.

shots 9, 10, 11 and 12

The next shot will be a low angle shot of my character screaming the words 'And who am I supposed to believe? although the song is not going to be seem as mimed this but will corrospond to the lyrics, my character will be acting as though they are fustrated. This will be done with continuity editing and will last around 4 seconds, this will then continue into shot 10 which will be a repeat of shot 8.

Shot 11 will be a close up of the characters eye, which will use editing of a slow zoom so the shot turns into an extreme close up, this is done as the next scenes are supposed to be seen as flashblacks. The sound will be the musical track and will corrospond with the lyrics 'If only you could see what I could see'

Shot 12 is going to be a shot videod from the top of the empire state building, the camera is going to Pan around the veiw and will also be a long shot, I am going to slow the footage down with editing. I am also wanting this to be hand held as i want it to come across as a flashback memory as of to when my character felt Free. This shot will then cut to a wide shot of the Statue of Liberty, again i will want to slow this down and also will want the hand held effect.

shots 5,6,7 and 8

The next shot shows a close up of the newspapers, which will be showing more serious matters with what kind of state the countries in like government parties, tution fee's, ressession etc, thesed will be showing how we don't really know whats going on in society and we dont really pau enough attention to this kind of things when we dont. Again this will be continuity editing and will also be going to the instrumental opening on the musical track and will also be a point of veiw shot. The shot after this will then cut to an over the shoulder shot of my main charcater watching the TV, the TV will be in colour however eveything else will be in black and white. This will also be continuity editing and also the sound will be the instrumental opening of the musical track.

Shot 7 will be again an over the shoulder shot of my character loging into facebook, my character will then see something she doesn't particularly like and shut the laptop down, this will then use continuity editng to shot 8 which will be a close up of my characters face, which will have an anxious/confused look on her face,this will go to the beginging of the tracklyrics, 'tell me where am I supposed to go?'

Story boarding

these show the first two shots that are going to be appearing in my music video. The first shot shows a bed, which will obvioulsy have a location shot of a bedroom. There will then be a magazine thrown onto the bed, this will be useing continuity editing and will not last any longer then 2 seconds, the sound that will be used will be the digetic sound of the songs which at this moment of the time will be the opening instrumental. The magazine that will be used will be a gossip magazine such as hello, this as many off us are gripped by what gossip magazines say and practically use them as our bible.

the second shot again will be in the bedroom and a second magazine will be thrown onto the bed for the same reason, again this will be using continuity editing and will last no longer then 2 seconds, the sound in the background again will be the instrumental start of the music track. Both shots will be done as a point of veiw shot.


These are the story bored of the next two shots. The first one shows two more magazine both been thrown in from both the left and right side. On the right side they will still be gossip magazines, howvere on the left side it will be more serious things like newspaper showing some of the states our Britian as a country is in. This will be useing continuity editing howvere maybe speeded up a bit to make it look like are more magazine/newspapers, again this will still be a point of veiw shot and still to the begining part of the musical track which will still be an instrumnetal. The next shot will be close up of the gossip magzines, as i want the background to be in black and white, I will want the magazines to still be in colour so we can see some of the titles on the magazines which will be to do with certain things in todays society that people obesses over which we really should'nt care about this should around 3 seconds.

Lyrics analysis

Tell me where am i supposed to go?
And who am I supposed to believe.
If only you knew what I knew.
Then you could see just what I see.

[Chorus]
So I grab my bags and go, as far away as I can go.
Cause everything ain't what I used to know.
And I try to hide, but I just can't hide no more.
There's nothing worse than feeling like a ghost.

You say I look fine, if only you knew what's on my mind.
You'd see a whole different sign, I couldn't show you even if I tried.
I must have got lost in time when I found out I was only free to be, where ever I want to be.

Some say I'm out of sight, how ironic that we're all so blind.
If you could open up your eyes, you could see what I couldn't describe.
And then, you'd see the signs, and then your soul would be set free, and then you'd be released.

[Chorus]
So I grab my bags and go, as far away as I can go.
Cause everything ain't what I used to know.
And I try to hide, but I just can't hide no more.
There's nothing worse than feeling like a ghost.

Tell me where am I supposed to go.
And who am I supposed to believe.
If only you knew what I knew.
Then you could see. (Hey)

[Chorus]
So I grab my bags and go, as far away as I can go.
Cause everything ain't what I used to know.
And I try to hide, but I just can't hide no more.
There's nothing worse than feeling like a ghost.

And I'm terrified, like I've seen a UFO.
Cause everything ain't what I used to know.
And I try to hide, but I just can't hide no more.
There's nothing worse than feeling like a ghost.


Looking at the Lyrics to the song Ghost in a machine by B.O.B, I have interperated the lyrics with someone feeling trapped and alone in the life that they are liveing and that they just want to get away from it all and leave to a place that they can be free. The opening lyrics beging with 'Tell me where am I supposed to go? And who am I supposed to believe' This shows that the person really doesn't know what is going on with their lives anymore and they don't really know how to live it anymore things like the media and society could be effecting this therfore I will be useing elements of them in my music video. The end of the first verse finnises with the lyrics 'If only if you knew what I knew. Then you could see just what I see' This is saying that if only people where thinking like they are that they would be able to ubnderstand the feelings they are going through.

The chours of this track shows the urge to get urge to get away from things and not been able to deal with feeling like they are anymore, I have picked this up from the lyrics 'so I pack my bags and go, as far away as I can go'. The chorus also has the lyrics 'Because everything ain't what I used to know' this again shows that the persons feeling towards things have now changed and that they are feeling different to before. The chorus also portrays how the person has tried to ignore the way they are feeling for a while but can't do it any more, I have interperated this from the lyrics 'And I try to hide, but I just can't hide no more' The chorus then finnishes with the lyrics 'There's nothing worse then feeling like a ghost' which I think means that they feel again as if knowbody understands them.

The second verse I think is showing again how if the person tried to explain to people what they where feeling they wouldn't understand and also that people over time have lost their freedom to know that they are able to do what they want when they want without the infulences of other things. I also think it shows that if people where to stop and actually think a bit more they would understand how they have lost their sense of freedom and then would be able to gain their own mind, indeopendence and freedom back.

The finnish verse I think shows how the person is scared of things and feels as if what they have now beging to realize is a scary thing but they are not able to hide behind their thoughst anymore and feel as though something has to be done about it as they don't want to feel alone and as if they have no freedom anymore.

Target audeince

The target audience for my music video will be firstly people who like the hip-hop/ rap genre, this is because this is the genre of music that my musical track 'ghost in a machine' is. Howevere I am not fully going to be stciking to the hip-hop/ rap conventions as i don't want the music video just to promote a gnere but also a theme of wanting freedom, however in the rap genre it is known that many famous artist have stuggled to get where they are today and have had to worked hard for it and haven't particulary come from glamerous backgrounds or had an easy lifestyle therefore some of these conventions will be seen in my music video. Another convention I will be useing for my video is the use of street dance and attractive females which is promentaly used in music videos of the rap/hip-hop/ Rnb genre. The age rage for my music video will be atrcated to the ages of around 16+ this is because I think they will be able to realte to the themes presented and more likely to enjoy this gnere of music. I also will be wanting my music video to be targeting both males and females.

LIIAR of brief

Language

Institution
The institution for my music video is obviously going to be me, this is because this is my own production therefore it will be planned and made by me. I intend to film all aspects of my music video myself and cast, style etc how i want it to be. An institution is the company in which markets, distributes and produces the product as this has to be my own work I will be the institution for My music video.

Ideology
The ideology behind my music video is the idea that everything in society is now influencing us to make our decisions in life and how people long to be free from this and have the freedom to think for yourself. Also behind the ideology is that so many lies are told in this generation we don't know what is going on in the world or what we are supposed to believe as there is so much that we don't know about and so many things we turn a blind eye too. My ideology will also be how people are feeling trapped and isolated in the life's which they are living and how they long for freedom.

Audience
The song I am using is a hip-hop/ Rap song however i Would say its targeted towards older RnB lovers around the age of 25+ this is because in my video i am not trying to promote a certain image about RnB music, the music video will be mainly promoting a theme rather then a genre. I also think it's targeted towards adults more then it is children and teens because it's going to be about feeling trapped and lonely in everyday and life and how people are not particularly sure of what kind of society we are living in therefore i feel these are more themes that adults can relate towards more then children or adolescents.

Representation
My music video is going to represent the idea of feeling trapped in society and how we are not able to thing for ourselves any more or how we have lost the ability to do so. There is also going to be a representation of feeling trapped and how we sometimes just have that urge for freedom of the life we are living in and how we want to start having the opportunity to think for ourselves which i think is something a lot of people can relate to.

Textual analysis Beyonce- If I where a Boy

Genre and Language
The Genre of this music video is RnB,howver this music video does not strictly speaking follow the usual codes and conventions of an RnB music video. As the video opens we can see that the music vido is in fact in black and white which is usually very promenant in narrative Rnb music videos. The first shot shows an extrem close up of Beyonce who is very dressed down, just wearing a white vest top her hair is slicked back and she also wears minimal make-up alothugh the vido is still portraying an attractive women which is a general code of the RnB music video genr,instead of been conventially extremly made up and dressed out in 'sexy' clothing beyonce is dressed down. Another thing which shows this video is to the Rnb Gnere is the ethnicity of the people who are in the video as they are off a black race which again is normally a main code of RNB music. In most videos of this genre expensive items are usually flaunted about to show that they are living an expensive ifestyle this convention is shown in the music video but in a different way for example we see that the female in the video (beyonce) has a high paying job in the police force as we whitness her in the uniform and in a cop which shows she has an comfortable income we also whitness the male who plays her partner in this video at what looks like an office computer buying what looks like an expensive pair of diamond earings, the video also shows that the couple are living together which shows they have the money to do this therfore this is unconventionally showing the rich lifestyle which again is promenant in most music videos of this genre. RNB music videos are often set in luxary locations or locations that are usually very recognisable to the audience, looking in detail at this video we can see that it is set in New York as on the police car it says 'New York Police Department,New York is an urban city where most RNB stars are from therefore this also shows the RnB genre. Most RnB music videos also shows naked flesh at some point with in the video, we whitness this first when the male in the video puts a top and also when beyonce changes out of her unifrom into different clothes, we also see attrcative women subetly showing of flesh too for example when the man is in the office bends over the chair wearing a dress we can see a decent amount of leg and clevage, this again is promenant in most RnB music videos along with the use of attractive people. Rnb music videos also normally always have a scene that shows social interaction for example a party of a big rave etc, in this music video we whitness a bunch off adults going out for a meal and also a party scene which links back to the RnB genre. The camera during this video zooms in to both the male and female showing extreme close ups of their expressions, showing the audience different emotions is again very prominent in this genre of music videos.

Narrative
This music clip is an narrative clip, we can tell this as there is no performance of the song within the clip and the lyrics are also not mimed. When watching this video the story line is pretty clear. The audience whitens the day in the life of an ordinary couple however with the roles reversed which is also clearly hinted by the lyrics throughout the song however the narrative of the gender roles reversed are not visually reveled until the end of the music video.It begins showing medium close ups of Beyonce and her on screen partner reciting words such as "intimacy", "honesty", "commitment", "me", and "you". The song starts as her husband prepares breakfast and Beyonce takes off to her job as police officer with an attractive male police partner with whom the camera is portraying she is having an affair with. While Beyonce is admired by the police partner, her real partner is spending time at his office job looking up a pair of earrings to buy for her online. The husband calls Beyonce, only to be ignored by her, however she is busy out having a beer "with the guys." That night the husband gives Beyonce the earrings and the two leave for a party at which he catches her dancing intimately with her police partner. As her partner confronts her at home, the reversal is revealed and roles are restored; we learn that the husband is actually the police officer with the female partner. Knowles is the office worker who has been snubbed. Most of the narrative of this music video is shown by wide shots and extreme close ups, the wide shots are showing us what we think is happening between the couples relationships, the extreme close ups show the characters emotions, most of the shots are POV shots so that we can see what is going on and also over the shoulder shots so that the audience feel that they are peering into parts of someone's relationship they shouldn't be. Although the gender roles are not visualized until the end of the music video the lyrics kind of the give the ending away as the lyrics are basically saying that if I where you I would know how to treat a women better, during the video it is also clear what is going to happen as in this century it is not very conventional for a man to be preparing breakfast whilst the women goes of to a higher paying job, men to portray their emotions and also for the women to be the one who cheats, therfore these little clues already give us a good idea that what Beyonce is doing throughout the video is what the male character has done to her all along and she wonders how women would act if they where men, knowing the feelings that are caused when men miss-treat their partners.

Audience
I would say the target audience for this music video would be females around the age of 13+. I think both younger and older females will be attracted to this music video because they can really relate to what the video is showing and probably have the same problems within their relationships. Due to Beyonce having a huge fan base I think this video could attract a lot of different types of audiences in as she is already a well established artist, although the video is in the Genre of RnB music i do feel that it would also appeal to many different genres as the music video doesn't strictly follow the main conventions of RnB music videos but does however go against them a few times. Although I said that I think this is more targeted to females I do also think many males may also like to watch and listen to this music video this is because Beyonce is seen to be one of the most attractive females in the world which could make them want to watch it and also other members in the music video are attractive to the eyes. Although the narrative of this video is mainly only something girls will understand and empathize with, I think if males sat down and watched the video they would still be able to grasp the understanding and what the video is trying to represent and maybe even able to learn something, however they may also feel targeted upon as once the true narrative is revealed it is yet again portraying males in a negative way when in reality women can be just as bad. Overall I would say the audience appeal for this music video has a wide variety.

Representation
This video has a strong representation of how males treat women. Firstly the video shows a strong willed women working as a cop in New York City whilst her husband cooks her meals, buys her presents and works in an office and is basically besotted with her. The women doesn't particularly take her partners feelings into consideration and overtly is having an affair with her co male colleague. At the end of the music video the day seems to start again however the other way round showing the reality of the situation where in fact it is the male character doing all the hurtful things to her instead. Therefore this music video has a huge representation on the gender roles and how they are seen to treat the opposite gender. The video has a strong representation of how males are seen to treat girls and if the roles where switched just exactly how they would feel it also represents the reality that it is men who are more likely to act in a hurtful,un-empathetic way towards women, then women are towards men.

Textual analysis- Taio cruize- Break your heart

Genre and Language
The genre of “Break Your Heart,” by the artist Taio Cruz is Hip Hop/R&B, and the music video is very stereotypical of that genre in terms of the choice of imagery. To begin with, the mise en scene is of Taio Cruz being portrayed in an expensive sports car with an extremely pretty girl, in the location of somewhere hot. Already, an expensive sports car is very obvious convention of an R&B video as it shows the expensive lifestyle and also allows a male audience who may watch this video to idolize Taio Cruz and the expensive life style he leads and the success he has with attracting good looking girls. The close up shot of Taio Cruz placing sunglasses on his eyes symbolize that he is wealthy, which alongside the panning mid shot of his expensive sports car allow the audience to gain full view of his lifestyle. The female performer in this music video is conveyed as typical women who are seen many times in R&B music videos. For example, the panning long shot which keeps altering so the women is shown in full view to the audience, allows the audience to that she is only wearing a bikini top and tiny shorts; showing a sex symbol which will instantly attract a male fans of around the aged 14-18. Looking at what Taio cruz is wearing he simply has a black tight fitted shirt on with a leather jacket over it, the leather jacket kind of gives of a 'bad boy image' which relates to the song about how he only really goes out to break girls hearts. During the video we also whitness a location shot of lots of attractive people on a yatch which aslo shows the RNB genre again as it's showing the expensive lifestyle they like to live and luxary indulgances such as champagne, also the yacht has the word 'Rockstar' printed on the front of it in gold, this is because most rnb stars like to think they live the life of a rockstar and also the colour gold is assoistaed with the rnb genre due to the expensive price tag on gold and also lots of rnb stars accocitate with gold jewlary.

Narrative
The narrative structure for this music video i would say is a performance clip this is because Taio cruize mimes the lyrics to his songs whilst acting out the story, the performance also has a dance performance in it to. The basic plot of the narrative shows how rnb star Taio cruze see's himself as a heartbreaker. The establishing shot shows a point of veiw shot of taoi cruize and himself sat inside an expensive car having a convosation we get to whitness the end of the convosation which is him saying 'I'm only going to break your heart' with the attrcative looking girl replying 'wanna bet' which shows that she's a stronger women whos not going to put up with his antics and maybe just playing him at his own game. We then see a paning shot of Taio cruize and the girl walking note however Taio cruize is in front of the girl which shows his cool lack of interest image, the fact they are not walking next to each other also shows how they are not a couple however we see that the girl lags a bit behind shows how she's not desperate to be with him. There are plenty of other elements which show how they are both trying to make each other jealous, like almost in a game to see who will cave in to one another at the end. Shot reverse shot is used quit a lot to get the narrative accross an example of this is when we see taio cruize sat with plnety attractive women, flirting with them and going into kiss them we then get too see the reaction to the girl who instead of been jealous just finds it funny and does her best to tempt him and make him jealous this also happens a lot when the women is dancing with different males. The lyrics also portray a lot of the narrative and pretty much say it as it is for example the lyrics 'now listen to me baby, before I love and leave you" basically just says I am only really interested in you for sex so don't get upset when I don't want to be emotionally involved with you, however instead of the women getting all upset and bothered they just seem to go ahead with what ever and get across the narrative of a fun care free life where things like that just don't bother them, therefore this kind of goes against the stereotypical women who would normally get upset at the thought of the man she likes just using her and flaunting other attractive women in front of her.

Audience
The target audience for this music video is obviously people who enjoy the RnB music genre. I would say this music video is more aimed towards the male population this is because their are a lot of attractive women in the video which will obviously make them want to stop and take notice, however will probbly make girls feel envious of them. We also see a lot of girl on girl action for example we see girls dancing quite seductively together and also leaning into kiss which is extremly more of a male fanatasy then it is a girls, also males like the idea of 'the chase' more then girls do, also most men like the idea of been a heartbreaker so will most probally see taio cruize as an icon. I wouldnt give this video a pacific age as the video shows an expensive lifestyle that looks very fun and enjoyable therfore i think whoever watches it would to be able to fantasies themself as living that lifestyle. Although the video does have many sexual preferences and innuendo's i wouldn't say it is not suitable for younger RnB fans as none off it is offending to the audience, just general flirting dancing and kissing which would not be to exploit for younger viewers.

Representation
When first watching this music video the first thing that I think is been represented is the glamours lifestyle, the fact we see a sleek glamorous car placed in an even more glamours hot country which looks a lot like LA or somewhere due to all the palm trees, blue sea, bright sun, items such as speedboats, champagne, designer sunglasses also represent a wealthy glamorous lifestyle which could also lead to the character Taio Cruize been able to go around getting any women he wants. Obviously in the music video Taio cruize is also getting represented in many different ways because this video at the end of the day is to promote him and his music, therefore we see lots of close up of the mans face and also lots of long shots so we can see what he looks like, this helps the audience form an opinion on the artist as a whole is like and more for the female generation to see of they find the artist attract of or not as physical attraction is normally the way RnB stars get the female audience interested especially when been male stars. However the main representation in this music video i would say is the social class which i either middle to upper class this is as to afford some of the items that are presented in this music video you would have to be in a pretty high paying job, the fact that they are also abroad partying it up till the early hours also suggests that some may not even need to work as a living which for many people is a regular fantasy therefore it attracts the audience to watch it as they want to live a life exactly like that.

Textual analysis- Have i been a fool- Jack penate

Genre Watching this music video it is pretty easy to tell that the genre of this music video is Indie/acoustic. The first thing that struck out as this music been targeted towards the Indie genre was the first establishing shot where we see the musical artist Jack Penate running through streets of London, the long shot of what he was wearing was what first came to my mind of the independent genre as Jack penate during this video is wearing black skinny jeans with trainers, which throughout the past couple of years has become a main convention or code for independent musical artists He also wears a hat with bright colours all over it which could also be shown as a representative of the independent genre as the hat is different to what most people would wear, individual and seems pretty out there which is also what indie music is supposed to be like . As the video goes on we Whiteness the main artist in many different places such as Cafes, pubs, parks, gigs etc, the fact that the video is filmed in Britain is also a big giveaway that the music may be of the indie genre as many indie bands/artists tend to shoot their videos locally and within Britain and also in recognizable cities therefore it wouldn't surprise me if this was filmed somewhere in London as this is Jack penates home town and also a recognizable city. During the video we also see two different scenes where jack penate and some other musical artists are performing the actual song within the music video performance this is also a common element in most indie music videos and we see this happen twice in this music video firstly in the park and then again at the pub. They are also other small signs which also show the independent genre for example we get close ups of an acoustic guitar and also an electric guitar of which Jack penate both plays,these to items are extremely popular within the indie genre. The girls in the music videos also show girls who all seem different to each other, and wearing things like bright yellow tights which get their individuality across and could also be seen as representation of the indie genre.

Narrative
When watching this video it is quite hard for me to work out how the narrative is organised and structured, the first narrative structure that came to my mind was the Todorov structure this is because the first the music video opens with an establashing shot of Jack Penate running down the street, the camera then pans out to show that he has a bunch of flowers and is clearly rushing to give them to someone, we do whitness Jack Penate giving a girl some flowers and automatically we presume this is his girlfriend who he owes an appology to however as the music video carries on we see that he is doing this to many other girls, basically playing the field and leading them all on, this is how i got the idea of an antagonist and a protagonist however both played by the same character, to girls who are watching this video Jack will come accross as an antagonist as basically he is treating them rubiish but to the girls in the video he is comeing across as romantic and throughout the videos we can see the girls falling for him, however he is taking them all to the same places and playing them all, the fact he is doing this could make him out to the male audience as been a protagonist as he is giving out a kind of 'Jack the lad' image which boys tend to feel they have to live up to in this day and age therefore Jack penates character could develop hero status through this video just through taking plenty of attractive looking girls out to the same places, around the same time. The basic story plot of the narrative is that Jack is a bit of a womanizer who by the looks off it is seeing many different girls at the same time without their knowledge, at the beginning of the music video we can tell that the girls who Jack is taking out are not happy with him although we do not get to see why they are angry there are certain elements of the cinematography that shows for example the camera tends to zoom on the girls facial expressions which tend to be frowning, sighing, rolling their eyes etc the camera also has many wide shots showing the social interaction of both sex's for example one shot shows a point of view shot of Jack Penate leaning in for a kiss however the girl smacks him back, this would come as rejection for most boys however the character is not fazed and carries on trying to win the girls over as to be honest they don't really mean that much to him. The narrative is also expressed through some of the song lyrics for example the phrase that is sang throughout the song is 'Have i been a fool? just say" this basically means instead of giving him the silent treatment and been angry you might as well just say what you think because you know you cant stay mad at me kind of thing, another lyrical verse that gets the narrative across is ' a kiss is just a kiss" this is showing that to him it doesn't really mean that much however to the girls it most probably means a lot. I have interoperated the narrative as girls reading into things to much and taking things to seriously when most boys just want to be out having fun trying to get with as many women as possible, knowing what there doing is wrong however nothings going to change the way they act, for example the lyric ' I led you on, leadings wrong'.

Audience
I think the target audience for this music video would be people who like the independent music genre, but also acoustic music this is because although this music video is very independent it also has acoustic elements to it for example the vocals in the song are sang rather acoustically. I think the music video is aimed towards both males and females as there is nothing that pacifically targets it to a gender i also think both males and females could get something out of the video however overall i do think that males are more into independent music then females are. The age range for this video i think varies from 16-25, Looking at the video i think the artist is wanting to target the more older independent music fan generation this is because most independent artists and bands normally target the student age range and use conventions such as public transport, night clubs, cheap food and alcohol etc however this music video uses a more sophisticated approach for example using black cabs, restaurants, cafes and pubs which give it a more sophisticated look which makes me feel that it may be targeting towards older independent music fans.

Representation
Watching the music video I can see Jack penate been represented as a typical male in a girls point of veiw this is because we see many monatage editing of practically the same shots howevver in the shots the only difference really is the girl he is courting, this could be giving the character of Jack penate quite a negative veiw to people as females do not like the idea of been messed about by males.However looking at the mise-en scene jack penate is dressed in fashionable clothes by the looks of it is comeing from a nice established area, useing transport such as black cabs and basically atracting good looking girls, which has a representaion of a well established male who knows what he wants in life, most probally has a decent job and knows how to live his life therfore the video gives a representation of a life most people would like to live and get away with if they could.

The use of key concepts

When analysising differnt music videos there are many things i have to think about and consider, therefore using the key concepts (Genre, Narrative, Representation, Audience, Media language) will help me step by step get the true representaion and meaning of the video in depth, doing this will also help me when creating my final product that i have to create from the brief that i have chosen.

The things I need to think about when analysing music vidos and creating my final products are;

Media Language abnd forms
what are the denotative and connotative levels of meaning?
What is the significance of the the text's connotations?
What are the non-verbal structures of meaning in the text (e.g gesture, facial expression, positional communiations, clothing, props)
What is the significance of mise-en-scene/sets/settings?
What are the dominent images and iconography?

Representation
Who is been represented?
How are they been represented?
Is the representation fair?





Audiences
Who are the target audience?
What assumptions about the audience's charactristics are implicit within the text?
What are the possible audience reasdings of the video.

History of music videos

Music videos represent a crucial part of the music industry. Artists owe their careers to music videos as they are being given the chance of impressing the public not just with their vocal talent, but also with their looks or moves.

Thirty years ago, music video used to be less important then it is nowadays. MTV was the phenomenon that gave so much power and importance to the music video. MTV started broadcasting in 1981 in the USA and it marked the beginning of the music video's ruling over the music industry. The first video ever played on MTV was 'Video Killed the Radio Star' by The Buggles. As MTV was broadcasting 24-hour-a-day music, music videos were needed to be produced. Consequently, music video began to play an important role in artists' careers. It is considered that even Madonna's career has been greatly influenced by her videos that presented a sexy, appealing look of the artist. Some experts say that Madonna has been inspired by the image that the actress Greta Garbo has used in her silent movies. MTV has been highly controversial: some saw as the beginning of an amazing, new, fresh era in music, others considered it to mark the end of true musical talent, as artists have been become more appreciated for their looks instead of their vocal abilities.
Nowadays, the music video is as important as the song itself, sometimes even deciding the success of a song or artist. Collections of music videos are being sold on tapes or DVDs. Music video's greatest fans are apparently watching them muted just to enjoy their artistic value, as they consider it to be a new form of art. They consider that a music video should be assessed based on its visual qualities and not on the song quality. It seems that the music 'gurus', corporate managers, have realised the potential of using female sex-appeal in music videos, therefore this feature is being used excessively as it is more popular for the public.

The birth of the music video has created a new type of directors: video directors. MTV started even listing directors with video credits and this profession has become more and more popular. But it seems that most video directors don't specialise in this particular art form, they see it as being just a step on the way to directing a movie. Many start directing videos or commercials, hoping to get the recognition to build a name and to direct a movie. It seems that even video directors admit the fact that a music video is secondary to the song itself.

Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected

The brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options

- A website homepage for the band

- A cover for its release as part of a digipak (CD/DVD package)

- A magazine advertisement for the digipak (CD/DVD package)

The exam board require you to create your own "identity" for your artist or performer.

You can use the title of the track but you must produce a new original branding for the artist or band. This must be constructed to reflect the genre and appeal of the performer.

Therefore for example if your song is by Beyonce then you can't use the name Beyonce or images of her on your DVD/CD covers or any of your production pieces. You can still use the name of the track.