Andrew Goodwin's theory of music videos

Andrew Goodwin's theory states that there are 5 aspects to a music video.

1. Thought through beat, so thinking about what the lyrics mean or represent. You first have to analyse the chorus and verses if the song, then think about the main artist singing in the song, so you're then able to identify what can be related to the said singer. You would finally have to then think of the story or plot that the singer may be trying to portray through the lyrics of the song. The music video can help with this by showing the video through the lyrics and vocals of the song. However sometimes it can be more difficult to put a storyline together for a song if the lyrics are unclear.
2. Relation between music and visuals, there are three different ways that visuals can be used to promote a song, the first being Illustrate. Within music videos they use particular images and camera shots to illustrate the meaning of the lyrics in the song. The next way is Disjuncture, which is used when the meaning of the song has nothing to do with the music video. The final way is Amplify, which refers to an image or camera shot being repeated in a music video so it is reinforced in our minds.
3. Relation between music and visuals, Goodwin stated that a music video can promote a song by the way it analyses the lyrics, this is particularly shown when a character in a music video does exactly what the song says, for example if a song lyric is 'Jump, jump, jump' the characters may actually be jumping in the video.
   
4. Performance and narrative of song, Goodwin believed that it was important for artists to be involved in their music videos by acting out or performing a role as a main character. He said that it helps with the song looking more realistic and allowing the audience to understand and connect with the song lyrics. For example, One Direction's Night Changes video shows the groups being the main actors in the song but also performing the song, which makes the whole plot of the video seem more realistic to the audience.
5. Star image, lots of camera shots making the singer centre of attention, This is a vital aspect of a music video, the singer makes it look more appealing to the audience. The beginning image is always important in the way that this is how the singer is presented, for example through their costume, movement and appearance. This then helps to promote the artist, as well as the music video.
6. Technical aspect of a music video, Goodwin believes the technical aspect helps to hold a music video together, through use of mise-en-scene, special effects, sound and editing. The lighting and colours used helps to set the mood for the music video and create emphasis on certain parts of the song to create a dramatic effect. Mise-en-Scene can then help make the artists work appear more professional, through the use of relevant props, costumes and setting. Depending on the beat of the song, this can be useful during the editing process of a music video, because when the beat changes you can cut to different scenes of the video accordingly to make it run smoother.

Institutional research

Sony Music Entertainment

Founded in 1991, this corporation is part of the 'Big Three' along with Universal Records and Warner Music Group. Labels that are partners with this company include Epic Records, Syco Music and Columbia records, which have successful artists signed to them such as Calvin Harris, Michael Jackson, One Direction, AC/DC and Whitney Houston.

Executives:
Doug Morris- Chief Executive Officer, SONY MUSIC ENTERTAINMENT
Kevin Kelleher- Executive Vice President and Chief Financial Officer, SONY MUSIC ENTERTAINMENT


Neon Jungle Louder Video- Was directed by Colin Tilley, who is an award winning director who has directed videos for the likes of Enrique Iglesias, Chris Brown, Justin Bieber, Justin Timberlake, Nicki Minaj, 50 Cent, Jason Derulo, Usher, Keri Hilson, Cheryl Cole, Wiz Khalifa and UK rappers Chipmunk, Plan B and Dappy. He has won various awards including a BET award in 2011. He is now nominated for another BET award for Director of the Year 2014.

Neon Jungle are signed to Sony Music Entertainment, on one of their main labels RCA, so if we were to do a girl group music video it is likely that Sony would sign a group like Neon Jungle. They also have other groups linked with Sony, such as One Direction who have become increasingly popular, so this may cause them to be interested in other groups which could help them gain recognition and profit.

Since  a popular director such as Colin Tilley was able to direct Neon Jungles video, this may also mean that he would be happy to direct another group video. The girls are also a UK artist and he has worked with various other popular UK acts, so he may be happy to work with a new starting group who needs a director for a video.

Biography of chosen artist for video

NEON JUNGLE

Shereen Cutkelvin (born 2nd December 1996) is from Lanark, Scotland. She is the youngest member of the band. Cutkelvin admits her shyness, but claims she's "been singing since she could walk and talk". She was inspired by her father, and considers him her "musical idol". Shereen mentions she feels she was "born in the wrong generation", and mentions her love for Motown and soulful music. Shereen posted covers of herself on YouTube. She was later discovered and invited to audition, and mentions she got the call to confirm her place in the group on her way back to her home in Scotland.

Amira McCarthy (born 2nd February 1996) is from London, has always known that performing was something she wanted to do. She has said that the moment she realised that the route she wanted to go down was music as opposed to acting or dancing was when she took part in a singing competition at her school Westminster Academy. Similarly to Jess, Amira was scouted to be in the group, found in Westfields Shopping Centre, London. McCarthy later auditioned and made the final four.

Jessica Plummer (born 16th September 1992) is from London. She is the oldest member of the band and had previously worked as an actress. She appeared in two episodes of the CBBC series Wizards vs Aliens. Her musical idols include Mariah Carey, Rihanna and Jessie J. Jess was discovered through the group's current manager in Brick Lane, London, and from there was invited to auditions.

Asami Zdrenka (born 15th September 1995) was born in Japan to Japanese and British parents, and moved to the UK at an early age. Zdrenka has said that she has always loved to sing, and as a child, when her father took her on holiday back to Japan, he would make her sing to her family. Zdrenka's mother was a singer and her grandfather has released albums in Japan. Zdrenka was also spotted online, through videos of herself singing on YouTube, catching the attention of the label.

They first came onto the scene in 2013 and released their first studio album in July 2014 which reached number 8 in the UK chart, slecting 4 singles which are Trouble, Braveheart, Welcome To The Jungle and the song we have chosen for our video, Louder.

Analysing student videos

To create our own music video we thought it would be a good idea to research into some A2 media students own music videos, particularly pop ones since we're using a pop song within our video. We searched on YouTube to try and find songs similar to the one we're doing and how the students had gone about creating their video, looking at what camera shots they used, setting, costume, lighting and narrative if they included one.

This video uses a black and white filter throughout the majority of the whole thing, however it begins in just regular colour. The transitions into each shot are executed really well, with some shots over taking others at various points which is very effective for this type of song as it suits the dramatic beat of it. They also use a smoke machine which goes well with the black and white filter, also the smoke cascades around the 'singer' and the male actor which could suggest this part of the video is trying to portray the stormy relationship they have. This video uses a variety of camera shots ranging from close ups of the actors feet walking to over the shoulder shots of the 'singer' walking down the street, and the use of different locations makes this more effective as it shows where they're walking to and whether the location represents the song in anyway. As the song reaches a climax there are a lot of quick cuts used to represent the emotion that the 'singer' is going through, and this also highlights the various locations that are used through out the video. This is reinforced with dramatic, powerful arm movements/body language that is expressed when the singer is lip syncing, which makes it look like the 'singer' is actually singing the song rather than just miming it for the video. As well as a smoke machine they also use a rain machine to add to the dramatic effect, which comes into place when the song climaxes.

Analysing real music videos

Demi Lovato- Give Your Heart a Break (POP FEMALE ARTIST)

This video is a narrative video which is conventional to a typical pop video. The artist is filmed with a love interest which links with the lyrics of the song, and there are quick cuts used to portray time going back to show the memories that the couple had. The female artist is one of the partners in the couple but the male is an actor who was hired to be in the video. There are also a variety a settings used throughout the video, to show time passing and again to portray the memories that the couple had. The costumes used throughout tend to change as the setting changes, especially when the lighting becomes lower, Demi's outfit becomes darker to blend in with the background. The camera also pans across Demi's face as she sings to show the emotion in her face and also her body language, this in then reinforced with her arm movements to show the climax in the song. The smoke that is used in the lower lit setting contrasts to the one source of light that is present in the set, which creates a misty effect to the background, so the camera is focused on Demi.

GRL- Ugly Heart (POP GIRL BAND)

This video has a prison based narrative as the group members are being arrested, and throughout the video they stay in one costume but they all have their own individual style. Within girl groups it is usual for each member to have their own style and this is shown in their music videos, the camera usually pans across the group members to show what their wearing, sometimes even using close ups if the artist is promoting a particular product or brand. This video involves the group members doing a dance routine, which is seen quite a lot in music videos for a girl band. The camera pans across the setting to show all of the girls dancing in sync, even though there a four different settings all together they all fit in with the narrative of the girls being arrested, from the beginning where they were escorted of the shop by the police to the room where they would get their mug shots taken. The camera then cuts to each group member when they sing their solos, but you can still see the other girls in the background as they're in the prison cell. At the end of the video it cuts to a blank screen which reads the artists name, song name and then the name of the director of the video, which not only promotes the artist but the director as it could allow other artists to hire him for their videos.

Little Mix- How ya Doin'? (POP GIRL BAND)

This video has two different settings, which differ in lighting, the first having high key lighting when all the girls are in one room, that is set up like a bedroom, putting on make up and dancing. Again all group members have their own individual styles for their costumes, and they have two sets of outfits throughout the video. The lights and costumes are very bright which is typical for a pop video because they tend to be quite quirky and energetic to fit with the upbeat tempo of the songs. The dancing that the group does also adds to this energetic atmosphere because not only do the group dance but they have a load of people dancing behind them in the same sort of way.

Ideas for our music video

As soon as we had chosen the song for our video we immediately started brainstorming ideas for what we could include. When we watched the actual video for our chosen song we thought it would be best to create a dramatic atmosphere on our video to go with the climax of the song, but we have not yet chosen if we want to do a narrative video or a performance one, even though the 'Louder' video is a performance based one.

The ideas we came up with that could be included were as follows:

• Drums
• Powder paints
• Speakers with deep bass
• Dancer ribbons
• Smashing plates
• Walking down the street- different shots (front, back, sides)
• Fans
• Flashing lights
• Close ups
• Various locations for each group member then meet up for chorus
• Popping balloons
• Mascara running down face- close ups
• Quick cuts
• Sparklers
• Glow sticks
• Different situations/narratives for each member but then meet up for chorus
• Slow motion

We would also have to consider what location/s we would want to use, especially if we are using electrical equipment or props that may get messy. As a group we need to make sure we can manage our time wisely and organise when to film, when we're all available, so this is also something we will have to talk about in advance.

Comparing narrative videos to performance videos

There are two types of music videos that artists can create, which are narrative videos and performance based videos. The difference between them is that a narrative one tells a story throughout the whole video, whether it involves actors or the actual band/artist, whereas a performance based one only shows the band/artist performing the song with no story added into it.

NARRATIVE MUSIC VIDEO

Sam Smith- Not the only one

The narrative in this video goes really well with the lyrics, as if the lyrics are telling the story, which is what most narrative music videos are created to do. However in some narrative music videos (such as One Direction's Best Song Ever video) they have a narrative throughout but it doesn't link with the song lyrics in anyway. The narrative of this video tells a story of a wife being cheated on by her husband, and she knows this is happening which is why she experiences all kinds of emotions from anger to sadness. Before the song begins the narrative starts with the wife saying goodbye to her husband as he leaves the house, and she knows that he is going to meet with his mistress, and we know this by the close up of her smile falling as soon as the car is out of sight, implying that she knows everything that her husband has been up to behind her back. Artists are likely to try and come up with a clear narrative for a music video so the audience are able to understand what is going on in the video but also to maybe get an understanding of the lyrics in the song.

PERFORMANCE BASED MUSIC VIDEO

One Direction- Little Things

When looking at performance based videos there is not a story that is portrayed throughout the video. Within this video we see the band members performing the song inside a recording studio with microphones and instruments, and we see this due to the various quick cuts used to show each band member performing. The camera cuts to a particular member when they're performing a solo in the song, which is a typical convention within a performance video as it shows who is singing at what point. The camera closes in at various points in the video, whether its a close up of one of the boys or whether its closing in on the musical instruments or equipment that are being used. The filter is black and white which goes with the pace of the song since it's a ballad, and this is something that artists should consider when doing a music video because they will need to use the right colours and lighting to best portray the song they're singing.