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.