We selected two of our 5 videos and applied McQuail's audience theory to them. We looked at the uses and gratifications theory:
Identification
Social
Entertainment
Escapism
Information
These aspects are grouped together as they link together; for example, the social aspect links with entertainment as it becomes part of people's lives and conversations.
We looked at this theory and applied it to two music videos in order to identify how the videos relate to this theory so that when it comes to planning and producing our own video, we know how to interact with our audience and make sure they are entertained by our video, as well as allowing them a sense of escapism and informing them.
I managed to find some album advertisements from the artists I looked at previously, but not necessarilt from the same album. Plus, it was quite difficult to find the official advertisements for the albums I researched so to make sure I had 5 advertisements, I chose ones that belong to artists that are classed as indie-rock.
The colours of this advertisement challenge the typical, plain colours like black, white and grey. The yellow and orange makes the advert stand out, and contrasts well to the shadowed text and the black of Jake Bugg's clothing and the border. The shadow of the artists links well with the copy in the advertisement and allows the image of the artist to stand out. By framing Jake Bugg with his guitar, it informs the consumer that this artist plays the guitar in his music, and reflects how a lot of his music is just him and his instrument. The copy is the same colour as the shadow, drawing attention to the image of the artist as it contrasts to the background and copy.
The advertisement for The 1975's self-titled album follows the typical colour scheme of indie-rock albums; blacks, whites and greys. The simplicity does not pull attention from anything, allowing the consumer to see everything clearly. The font that is commonly used for the artists is used to create a sort of brand identity with the band so as soon as a potetial consumer sees the advertisement, they know what it is selling. This advertisement does not have an image of the album cover on it however, unlike other advertisements, but the layout does reflect that of the actual album cover, with the white border and black background.
This advertisement for an Arctic Monkey's album would have taken up a whole page in a magazine or newspaper. The size draws attention to what it is advertising. The image from the album cover takes up the entire page and the artist name is clearly visible on the page. The image creates a brand identity to the album so even if the album title was not included in the advertisement, audiences could infer which album the image is from and therefore grasp which product is being advertised.
The greyscale filter that is also used on the album cover allows the advert to match the album itself, connecting the two and giving the same effect. The greyscale reflects the vintage sound to the artists' music and gives a more serious impression to that of the Kodaline album advertisement, for example.
This advert also matches the image on the album, much like the other advertisements we found, which allows the advert to be connected with the album, using the brand identity (album image). The font used is the same as the one on the album. The image we found is a signed one so the original advert would not have the signatures on it, leaving a lot of open space on the advert. The image takes up the entire page, with a lot of blues; the sky and the sea, allowing the text to stand out so it is readable but still gives a calm effect. The calmer colours contrast to those used in the Arctic Monkey's album advertisement, and also reflect the artists' music well - as Kodaline produce softer indie-rock music. The minimal amount of text is informative and to-the-point so viewers can take in the necessary information quickly.
We had to research album covers from artists of our chosen genre. For this research task, I decided to look at some of the artists from the music videos we looked at, whether it was at the beginning when we first looked into the indie-rock genre, or whether it was from the videos that I analysed the media language in.
I chose:
Jake Bugg (self-titled album)
The 1975 (self-titled album)
Arctic Monkeys - Whatever People Say I Am, That's What I'm Not
After our individual research into indie-rock music videos, we went into more detail, looking at media language in the videos and how they communicate to audiences. I chose the 5 videos that I thought were the best out of the 10 we had researched between the two of us.
After looking at all of our research into music videos, we brainstormed the common ingredients in an indie-rock video:
COSTUME:
vest tops
ripped jeans
turn-up jeans
leather jackets
military boots
This relates to Gunther Kress' theory that genre is a mixture of stock ingredients, which would include costume, as well as other elements.
SETTINGS:
bars/pubs
streets
late-night hangouts
night time settings
alleys
isolated areas (whether it's just at night time and no one is around or it is a deserted area of the city so the focus is on the character)
As McQuail states, genre acts as a guidance or a blueprint in order for produces to meet expectations of audiences. So when audiences watch an indie-rock music video, it is most likely that they would expect it to be set in some sort of street or isolated hangout spot.
THEMES:
most of the videos followed some sort of relationship/ romance
a lot of them involved some sort of injury (The 1975) or death (Kodaline)
references to violence (Jake Bugg) or sex (The Vaccines)
anti-social behaviour - characters shown on their own (Arctic Monkeys)
almost always a disruption of some sort
happiness vs sadness, life vs death
ICONOGRAPHY:
alcohol
smoking
sunglasses
instruments - often to show how the artist plays their own instruments, in performance
This is an example of the theories of John Fiske and Katie Wales, that audiences make sense of things because they have seen it before; called intertextuality. From previously seeing cigarettes and alcohol in indie-rock music videos, and also as part of the artists' image, it has become an expectation of audiences to see those props in an indie-rock video.
SOUND:
not perfected sound, edgy, rough cut, sounds more like it would live
guitars, bass, drums
OTHER:
low-key lighting, never really bright and happy colours
characters often presented as outcasts, few characters, lots of focus on them
sometimes cuts between performance and a story of some sort
After looking over a variety of genres of music videos, we went into more depth into our chosen genre, indie-rock, choosing a number of music videos and applying narrative theories to them. We have chosen indie-rock as it is a perfect compromise in our group as our taste in music ranges from rock to indie, so we decided on the hybrid genre to appease everyone in our group. I like the idea of working with indie-rock because the videos we found amongst our group were very interesting, most of them having stories behind them in a structured narrative, while others were mainly performance-based. This gives more of a variety to what we can do when we make our video, as the videos we found of the indie-rock genre were quite different in their own ways so we won't have a strict guideline that we have to stick to when making a video for this genre of music.
Below are the videos I looked at:
Jake Bugg - Seen It All
Propp: The main character would be classed as the 'Hero' as he is the one who is on the 'quest'. There are other characters in the video but the majority of them are background characters and do not play a crucial role in the narrative of the video, except to present the fact that the main character is alone as no one interacts with him. However and one point in the video, the main character attempts to get the attention of a female character through a cafe window, implying that she is important to him. This gives the impression that she is the 'Princess' character as she is something he aims for.
Strauss:I would class the binary opposites in this video as life vs death as it is revealed at the end that the main character has in fact been dead throughout the entirety of the video, amplifying what he has lost through the lack of interaction with other characters and not being able to be with the girl he wants; therefore presenting life in a positive way and death in a negative way as it prevents him from having things he wanted.
Barthes: The enigma code is present in this video as the video goes on because the audience begins to ask questions as to why nobody is interacting with the main character. It is also obvious in the opening of the video as we wonder why he is covered in blood, and again in other moments of the video where police arrive and the main character walks away, acting suspiciously. At the start it seems as if he has beaten someone else up and it is their blood on his shirt, but in the end we are told that it was his own blood and he was a victim of violence. This links to the action code as the audience try to solve the problem of why he is avoiding the police, as they try to figure out why he would have something to hide, and what that thing is. I also think that the semantic code is present in this video as the audience is directed towards another meaning which is beyond the story of this man and his journey to realising that he is dead. This links to the binary opposites of life and death, with the video presenting a further meaning of the importance of living your life. The video works well with the lyrics "I've seen it all," reflecting death and that there is no more for him left to see now that he is no longer living. I think the semantic code to this video is that in the end, death in inevitable so we should see as much as we can while we are alive, but that may just be my personal interpretation. The symbolic code is used in the representation of the main character, as he acts suspiciously around the police, and starts in the video covered in blood, so the audience assumes that he has done something wrong and is possibly the person that the police are looking for. This links as well to the cultural code in the video as the main character is shown in street locations and public bathrooms and hangouts, suggesting that he is quite a common character and hangs out in these places a lot. These street-wise characters are often associated with street violence and aggression, which is highlighted through the blood on his shirt at the start of the video, and his suspicious behaviour around the police.
Todorov:
EQUILIBRIUM - covered in blood, cleaning himself off, getting on as usual
DISRUPTION - people are ignoring him, police show up
RECOGNITION - gets away from them
ATTEMPT TO RESTORE - goes to a bathroom again, gets a drink, stays away from others
NEW EQUILIBRIUM - sees his face on the news, realises he was a victim of violence and is dead
I don't think this video sticks to Todorov's narrative theory exactly, but there are aspects of it in parts of the video. The narrative of the video is chronological, but the realisation of the problem comes at the very end of the video and acts as more of a twist in the story as opposed to restoring a new equilibrium.
Oasis - Wonderwall
Propp: The band members would be classed as the 'Heroes' due to the fact that they are the most present in the video and they act as the main characters in it. Other characters, much like the Jake Bugg video are background characters, a lot of them playing instruments or doing random things such as reading a newspaper or juggling.
Strauss: It is hard to identify any binary opposites in this video because it is very random and the clips are quite similar. The only contrast i can find is the coloured objects against the black and white visual to the video, but i do not think that represents anything, it just emphasizes the objects (e.g. guitars, hats)
Barthes: The enigma code in this video is used throughout as it does not necessarily have a structured order to is, and it is a compilation of random clips that fluctuate between the band performance and other characters. As it is unexplained, it leaves the audience wondering what is going to happen adn why these visuals are being used in the video. I do not really think there is an action, symbolic or cultural code embedded in this video but i would say that there is a semantic code present in that there is an additional meaning. I would say that the additional meaning to the video is one to say that everyone is the same and it doesn't matter if you are a little strange (the clown) or a normal, common person (man holding a newspaper). It kind of groups different kinds of people together as one.
Todorov:
I don't think Todorov applies to this video in a traditional 'story' sense but there is a structure to the performance of the band. They come in, perform the song as well as show clips of other things and then then leave after performing.
Arctic Monkeys - Black Treacle
Propp: The video follows separate characters so I would class all of them as 'Heroes' as they are all on a journey of some sort. I also think the convict could be classed as a false hero as he believes himself to be a hero but he is typically a bad character due to the fact that he was in prison and took another character's clothes - which gives the impression that he is on the run.
Strauss: I think there is an element of good vs bad in this video but it is not biased towards any side. It shows both sides, the runaway bride perhaps representing the 'good' as she is dressed in white and appears distressed, and the convict most likely representing the bad as he is dressed in a prisoner uniform and appears intimidating, holding a knife and looking down on other characters. However, I do not think there is a distinct contrast between the two as they seem to be showed side by side in this video. The main focus is just on the characters, especially the convict.
Barthes: The enigma and action code are present in this video as not everything is fully explained, causing the audience to want to solve a problem or know what resolution there is. For example, audiences may want to know what happens to the characters, especially the convict and if he successfully gets away or if he is caught and sent back to prison. The symbolic code is used when we see the convict, as we instantly assume that he is a villainous character due to his prison uniform, and when he picks up the knife. It could be argued that the cultural code is used as well due to the fact that we usually associate prisons with villains at first glance due to the way the world works before we question whether a prisoner is rightfully accused or not.
Todorov:
EQUILIBRIUM - convict in prison, bride running in the dessert? lost?
DISRUPTION - convict is released on parole? prison still keeps tabs on him (apparent through the wires they attach to him when he wears a suit)
RECOGNITION - he escapes parole and ends up outside the prison walls
ATTEMPT TO RESTORE - he takes another character's clothes in order to disguise and blend in
NEW EQUILIBRIUM - he has escaped for good, free?
The Vaccines - Post Break-Up Sex
Propp:I would class all of the different character in the video as 'Heroes' because they are all going through the same kind of journey (dealing with a break up). The band would also be classed as 'Heroes' because there is a lot of focus on them and they are key to the song. They could also be classed as 'Helpers' because they are nto going through the same thing as the heroes but are helping them through the song.
Strauss: The video includes the binary opposites of love and hate, through the aftermath of a break up, showing many crying, sad characters after having been in relationships which they obviously cared so much about.
Barthes: The enigma and action codes are used as the audience would wish to resolve the characters' sadness and also want to know why they are in that situation. The cultural codes is used in the sense that we are all familiar with the trials and tribulations of relationships even if you have not been in one, especially through the media, and that is apparent in the way in which the characters' emotions were portrayed in the video - they all reacted in the same way; crying.
Todorov:
EQUILIBRIUM - characters in the aftermath of a break-up, solemn
DISRUPTION - band plays the song
RECOGNITION - characters begin to get very sad and cry
ATTEMPT TO RESTORE - ?
NEW EQUILIBRIUM - the characters are now all distraught and are crying
When we shared the videos we'd found in our individual research with our group, we accumulated notes on the similarities and differences in the several videos, as well as looking at what was conventional of the indie-rock genre. These were some of my favourite videos from this genre of music due to the story told and the visual elements of the video, as well as the uses of pace and narrative.
Kodaline - High Hopes
The 1975 - Robbers
We liked these videos from Kodaline and The 1975 especially as there was no performance, and both told two different stories very well. This appealed to us as it is the kind of thing we would like to do in our music video and it was helpful to see how it was done in other videos of the indie-rock genre. We also liked these videos because they followed a simple narrative structure that enabled us to easily understand what was happening and follow the story being told without dialogue.
As a class, we chose a variety of music videos to look at in order to attain an idea of the differences in music videos out there and also to see what kind of videos are produced for difference genres. When viewing these videos, we tried to look for the use of camera, pace and rhythm of editing, genre ingredients, what kind of relationship the video has to its audience, the type of videos they were and how the videos worked with the lyrics and tone of the song.
McFly - Love Is On The Radio
Use of camera:lots of focus on the band members, stationary camera, characters move around and closer to camera but the camera stays in the same place throughout the video, does not distract from all the things happening in the frame
Pace and rhythm of editing:pace of editing paralleled the pace of the song, started steady, sped up during climax of song, slowed down in slower parts, cuts on the beat of the song
Genre ingredients:pop-rock, showed band members playing instruments, equal camera time on each member of the band (reflects the band's following), lots of happy imagery and bright colours
Relationship to audience:happy, bright, gives the impression that the band are nice guys, friendly, equal camera time on each member reflects the band's following as it allows fans to see their 'favourite.'
Type of video: performance video, with clips of lots of different people doing different things, montage, no story accompanying the song, amplifying (Goodwin)
How the video and lyrics work together:video reflects the happy, upbeat tone of the song and shows images of love between friends and other characters instead of a typical 'couple'
Biffy Clyro - Mountains
Use of camera: variety of shots including two shots, long shots, close ups, also a variety of movement - at one point appearing to sway like the sea
Pace and rhythm of editing:pace speeds up throughout the video, much like the song itself, edits also get faster as the song does, often cuts on the beat of the song Genre ingredients:alternative, rock, instruments clearly shown, plain clothing, tattoos, black vs white, edge, video is quite strange visually
Relationship to audience:clear to see that the band have alternative views and are a little edgy, band plays energetically, common with rock bands, appeals to fans as they enjoy the music and appreciate the high energy
Type of video: performance and conceptual
How the video and lyrics work together: "mountain" and "sea" link to the idea of opposites through the chess theme of the video and the black and white
John Legend - All Of Me
Use of camera: lots of slow camera movements (e.g. pans and zooms), variety of shots, many shots of the couple in the frame together - establishes relationship, black and white
Pace and rhythm of editing:many straight cuts, connotes realism, simple, steady pace, relates well to mood and pace of the song, slow and piano, soulful Genre ingredients:black and white, appears more romantic, see the singer playing piano and singing to his wife (establishes relationship, tells audience that the song is for her)
Relationship to audience:not direct (like the One Direction one) as he is shown singing directly to the female in the video, suggesting that the song is about her and that the story in the video is about their relationship
Type of video:black and white, performance, narrative, love story, amplifying (Goodwin)
How the video and lyrics work together: includes a couple, relates to the romantic and love theme to the song, follows a love story, fits with mood of the song as well
Chris Brown - Loyal (ft. Lil Wayne)
Use of camera:a lot of focus on the artist, pans, close ups, long shots, variety of movement and shot, focus on artist establishes connection between artist and audience
Pace and rhythm of editing: there were frequent edits parallel to the pace of the song to show all of the many things that were going on Genre ingredients: lots of women dancing around the men, synchronised dancing, clothing reflects the rap genre with caps and baggy jeans etc.
Relationship to audience:artists mimes to the lyrics, looks at the camera, connects with audience, lots of groups in the frame whether it is men or women, rarely show a character on their own unless it is the main artist, shows a community-type relationship that links to partying and 'hanging out,' relating to the typical audience of the rap genre
Type of video:performance, amplifying? (Goodwin)
How the video and lyrics work together:lyrics refer to women as "hoes" and the women are presented wearing little clothing and dancing provocatively, reflecting the artist's view of them, the dancing works with the beat and sound of the song
One Direction - Little Things
Use of camera: a lot of focus on the artists - reflecting their popularity and allowing equal screen time on each member to appease the fans as they are a popular group, variety of shots to reveal their surroundings (long shots) as well as all of the artists individually (close ups), also lots of slow camera movement that revolves around the group members
Pace and rhythm of editing: simple, straight cuts connoting realism, with a steady pace that parallels the pace of the song and works with the black and white visual well
Genre ingredients: Even though One Direction are a pop group, the song is quite acoustic, so one of the members is shown playing the guitar and the video is set in a studio, amplifying the musical aspect of the song, as well as just the popularity of the artists.
Relationship to audience: the artists look directly at the camera a lot as they sing to establish a connection with their audience, gives the impression that they are singing to their fans, makes fans feel included
Type of video:performance, a little bit of story (in a studio, may tell the story of them recording the song?) could be classed as a disjuncture as it does not include a love story/ love interest- which is a main theme in the song
How the video and lyrics work together:the black and white visual works well with the mood of the song and is quite romantic, a lot like the song itself
Beyonce - Countdown
Use of camera: a large variety of shots, always showed several different things going on at the same time in several frames on the screen at once, also lots of fast movement, focus on the artist throughout the entire video in many different ways
Pace and rhythm of editing:pace was very speedy, much like the beat of the song, edits were mostly on the beat of the song Genre ingredients:vibrant colours, lots of dancing, especially from the artist, synchronised dancing, fast pace, a lot going on in the video at once, lots of costume changes (common in female pop artists as it allows them to use their roles as fashion icons and also used to flaunt their bodies) and lots of make up
Relationship to audience:artist sings to the camera, acts as an interaction with the audience, makes audience feel included
Type of video:performance, disjuncture (Goodwin) - does not relate to the meaning of the song, no story either
How the video and lyrics work together:as the video is a disjuncture video, the visual does not relate to the song directly but it reflects the genre and mood of the song well through the use of colour and dancing etc.
Disclosure - Latch (ft. Sam Smith)
Use of camera: variety of basic shots, follows several separate characters with various camera movements (e.g. pans) and shots (e.g. close ups, long shots)
Pace and rhythm of editing:very slow and steady, even though the music is close to dance music, reflects the romantic nature of the video, follows separate couples, gives the impression of slow dancing
Genre ingredients: romance, couples, dancing, common setting of a club or hangout, use of young characters (teenagers, young adults)
Relationship to audience: artist is not shown in the video so there is not really a connection established between the artist and the audience, and their is no performance, so i think this video connects with the audience through the romantic theme and allows entertainment and identification for the audience
Type of video: narrative, illustrative (Goodwin)
How the video and lyrics work together: emphasises themes of love, romance and lust, lots of focus on relationships, couples are always central and the main focus in the frame.
