Lyric Analysis

 

Research and Planning: Pitch and Feedback

 

After presenting to my peers I have decided to focus on presenting more intertextuality in my music video, reflecting on class feedback my peers really enjoyed the use of posters to convey intertextuality, but going forward I would consider mimicking actions from famous movies that link to my narrative. I am also going to take forward using shots filmed on digital cameras so they fit with the low budget hand held camera work conventions of the genre.  

Audience research

feedback about the style of video my audience focus group thought i should use, in conclusion I would use a mix of animation and conceptual as well as following the narrative of the song 

Industrial context

 

 

Generic research

 

Alternative/ Indie context

 

NEA initial ideas

 NEA initial ideas 

I plan to do a music video in the alternative or indie genre. To develop my ideas I created a playlist with songs in this genre and looked through some Spotify playlists. I also looked through the SHSG central hub to develop my ideas for music videos styles to see what previous students have created. when looking at other music videos I enjoyed the stylised, multimedia and stop motion animation approach, I also want to align the shots with the lyrics in the music video to create a narrative, I might also consider using intertextuality to other artists and music videos. 

Dyer's and Godwin's theory

 Dyer's theory 

Star Theory

The key points to take away are stars are meant to be operate from there public persona and them as a private person, stars need to be relatable to their audience but need to seem out of reach, creating a sense of aspiration. Audiences are meant to admire them for the values and ideologies they portray, they are constructed to be represented throughout the media, leading to brands and labels being able to profit off them 

Godwin's theory

A star should behave in line with their genre for example a girl/boy band may have a choreographed routine compared to the stage performance of another genre. Additionally lyrics, music and visuals need to correspond between each other. A music video also needs to include close ups and visuals of the band as well as intertextuality.

Music Video Analysis

Music Video Analysis

 Amy Winehouse - Tears Dry On Their Own

This msuic video uses long continuous shots that Amy Winehouse lip syncs to. The music video features her icon hairstyle and eyeliner that defined her character, she is rarely out of frame emphasising how personal and meaningful this song is to her. Additionaly in the background of the video there is a diverse range of extras with different genders, ages and races which highlights how anyone can relate to this song.

 

There are also moments like this where the lyrics link to the actions in the video as Amy sings about waiting in a hotel room she appears to be sitting acting bored in a hotel bedroom, suggesting she is waiting for him in the music video.

The repetition of these lyric 'he walks away, the sun goes down' that matches with the jump shots of her in the hotel room could suggest that the waiting for him seems repetitive and endless. This is emphasised by the slow cuts between her shots.

The angles she uses throughout the msuic video and mid shots whne she is walking often taken front facing or profile, in the hotel room there are close up shots of her face.

The zeitgeist is also refelcted by the diverse 2000's fashion sense and t5he scnery behind her. It also links through the consideration of mental health. 

Music Video Analysis

 Queen and David Bowie - Under Pressure

 https://www.youtube.com/watch?v=a01QQZyl-_I&list=RDa01QQZyl-_I&start_radio=1

The use of intertextuality within the first section of the video, allows the demographic to feel like they further understand and relate to the video as they understand social contexts.There are jump cut from the chaos of working life to the surreal and mystical aspects of the supernatural. for example  the clip of Nosferatu; a symphony of horror, Dr Jekyll and Mr Hyde

Throughout the video the camera angles jump around from mid shots, to low and high angles which could further emphasise the chaos within society. The rapid splicing of clips mirrors societal pressures and anxiety through the clips of buildings and structures collapsing people rushing around and explosions, additionally the use of the zeitgeist, and social context is focused on by the images of the Wall Street collapse, shown I'm clips of unemployment and poverty, but this is contrasted with positive moments within community struggle, concerts and romantic moments between couples. 

 Canva Music Timeline 

 Big Issue Cover

 'Good as Gold' Shelter advert

The campaign focuses on a young girl who seems to be practicing conventional acts of "Christmas kindness" however the advert adds a statistic and its use of emotive language as '131,000' children wish for a home at Christmas, shelter is also known for being very factual. Shelter also plays on the idea of young, white girls being vulnerable, and also mums with babies as they are who are presented as homeless in this advert, this evokes feelings of sympathy and empathy.

 Using this stereotype highlights the need for social responsibility, to raise awareness, it also makes their audience think about who could be affected by homelessness using the same girl in multiple different situations, a child on a bus, in the shops, a neighbour, a student, it raises a sense of compassion, responsibility and guilt. The use of strongly emotive and disturbing scenes place an expectation on the audience that if they are able they should be trying to help, it emphasises donating as an altruistic social behaviour. 

shelter began in the 1960's,to alleviate the stress of bad housing and homelessness, it was inspired by a BBC programme called 'Cathy come home' at the time the housing crisis was not well known but, now these adverts truly reflect the zeitgeist as anyone can be impacted by homelessness or rogue landlords which these adverts pay on as the make anyone feel they can be impacted.

The use of the sans serif font at the end of the advert evokes a sense of urgency, which reflects the house style and message of shelter. The red and black typography colour presents a sense of misery and danger, its also bold and stands out attracting attention (as part of an out of home campaign, where information may only be presented for a few seconds). The information being central, shows the magnitude of the problem and promotes the need to donate.

• Halls (preferred meaning) is that homelessness can happen to anyone, and it plays on the demographic, and how the audience will perceive the ideology
• you could also argue that Gerbner's 'mean world theory' is that these adverts would be broadcasted regularly and the audience will be effected by its message and feel that everyone is vulnerable to homelessness