NEA
Eadie Witzenfeld
Target Audience
My target audience is 16-25, I will show this by having many concerts and festival crowd clips.
My narrative will be of a teenage experience and the unity that comes with it. There will be many different people including LGBTQ+ actors.
Netflix/TV- Heartstopper, RuPaul’s Drag Race, Emma Corrin, Sarah Paulson, Elliot Page, Billy Porter, Ben Whishaw (LGBTQ+ media as that will be the focus and narrative of my video).
Music- girl in red, Lil Nas X, Kim Petras, King Princess, Tame Impala, Kendrick Lamar- Aunties Diary.
Social Media- GayTimes, YouTube Community, Spotify and Soundcloud.
Social Movements- BLM, Pride Month, gay rights.
Who are they?
Key People: Shuzo Sumi, Kazuo Matsunaga, Shigeki Ishizuka, Kenichiro Yoshida.
They are a multinational conglomerate.
Their yearly income is $10.77 billion. Their audiences are practically everyone because they have many sectors: technology, music and gaming network services to name a few.
Their main media forms they produce is music, film and TV shows.
Their mission statement is ‘At Sony, our mission is to be a company that inspires and fulfills your curiosity. ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences. Everything we do, is to move you emotionally.’
Artists They Support and Why Mine Would Fit.
Rage Against The Machine, H.E.R, Lil Nas X, Harry Styles and many more. There is not particular style of music that the company produces they sign new and upcoming talent, well established talent and those that have been massive successes.
My band will be the Foo Fighters and they will fit with the brand because there are many similar styles within SONY. They do not stick to a genre, type of band or artist, and allow for a range of popularities.
Here are the drummer’s shots, close up, mid shot and a long shot. The background is not something that would be seen as modern or ‘trendy’ but creates the feel of the video. The camera is held still, and the timing of cuts is very quick. The shortest shot is half a second for the shots that the drummer is in solo- the longest is 2.
Here is the mid shot and close up of the singer- both of these shift focus between the background and the face. Minimal light and quite dark interiors. It is a face-on angle with little surrounding him. The lighting is used to create shadows o cover his face and body. The background carpet is the running theme. These shots range from being very quick jump cuts, to a few seconds of him singing.
These shots are all similar distance away from the performers- long shots with varying focus. There is a lot of activity by the band, with running and jumping, consistent with the carpeted and dated background. The full band/ multiple person shots have longer screen time, still having fast jump cuts however. The shortest shot is less than a second.
Again, these shots are long shots with some medium shots, with front on angles, and panning down to the floor. The activity continues and the song builds, the video reflecting that. Long shots of the individual people have a longer time on screen, with some slow motion.
Paramore- Hard Times
This anthem is by a band that would usually be quite a rock band, in the emo genre. The video is in juxtaposition to what the song lyrics are about. The video focuses on the lead singer in various costume changes. There is a lot of drawing overlay in the shots, a rainbow of colours with a lighter, not quite pastel colour scheme. There is a lot of tracking of her walking and the song is sung to us by the whole band at points. There is a lot of cuts in time with the music- the camera is sometimes held still, while often being handheld for a jagged effect.
Sam Fender- Get You Down
This song is about someone understanding that they are not good for their partner, and it follows the relationship of a racer and how its his release from frustration. This is shown by the narrative and setting of the video. There are a lot of handheld shots that make the angle feel as if we are looking at them through someone else’s eyes. There is a lot of nighttime shots and at sunset, this could represent the fact the relationship is ending- or at least coming to an end. There is a narrative throughout the video of trying to run away, focussing in more on that idea.
Billie Eilish- Happier Than Ever
This song has a very long slow part at the beginning to build up to the anthemic part. This is reflected in what the video shows. Matching up with the lyrics, the setting is very 1950s femme with light pinks and shell backed chairs. She is being followed by the camera while on an older phone, the vocals in the song sounding like it is coming through a phone line. Then as the song builds, that front is ruined by the water incoming, taking the whole house and destroying what’s inside it. Now she is at the angrier part of the song and there is rain and blakc, dark colours, now matching her outfit. It ends with her being swallowed by the water, no longer having to deal with the harder parts of her life.
3 Anthems
Tyler, the Creator
This site is mainly about promotion of the artist and their products.
There is good representation of different people in the models that they use for their clothing. Race and gender. As a black artist, they want to promote that diversity as normality.
There is minimal design, with block pictures and simple text. The design is based around the news aesthetic of the artist as this is a way to promote the newer album.
The simplicity of the page puts a spotlight onto the pictures and few words, making them stand out, instead of being lost in a full or messy page.
Performance Just- Radiohead
There is some narrative in this video, but we see the band perform their song to the audience, in an apartment, which we see through a window.
Narrative Comfortably Numb- Pink Floyd
Not only is this song part of an entire storyline, we are taken through a journey which is extremely difficult and is show sensitively, but still raw.
Concept Kiwi- Harry Styles
This video was based around current affairs of the time, none of which linked- creating a very fun and lively watch. Cake, dogs, kids, suits.
Representation
There is a wide range of representation within the music industry, ranging from very stereotypical, to empowering an representative of regular people. There is more and more accurate representation of classes, genders, disabilities, ethnicity, race and sexuality. This goes across many genres of music too- the rap and rock scene has changed massively from sexualising and degrading of women, now there is some more empowering representation.
An example of this is Halestorm - The Steeple.
A good example of a range of representation is the Pharrell Williams - Happy music video. There is people of colour, different races, genders and walks of life.
However, there is also a clear stereotypical representation of women in the music video Blackstreet - No Diggity (Official Music Video) ft. Dr. Dre, Queen Pen this shows women in a very sexual way, as well as showing how men perceive some of the women they are around and value. Certain genres often fall into feeding into stereotypical values of women, men and people not being accurately represented.
Audience Profiling
The 4C’s stands for Cross Cultural Consumer Characterization. This divides people into 7 groups depending on their ‘motivation’. The Aspirer, The succeder, The explorer, The reformer, The mainstream, The struggler, The resigned.
The aspirer- Materialistic, they focus on other people’s perspectives and opinions on them rather than their own values. Their core motivation is status.
The succeeder- They have self confidence and focus on the importance of organization. They have a strong goal orientation as they want to be successful. Their core motivation is control.
The explorer- These people look for challenge and discovery. Their core motivation is for discovery.
The reformer- They value their own judgement; they do what they want to do. Their core motivation is for enlightenment.
The mainstream- A daily routine is essential for them. Their core motivation is security.
The struggler- they live for the day. Their core motivation is escape.
3 Songs of My Life
The Song from My Childhood
Human- The Killers
This song is one of the most nostalgic parts of my childhood. It was a song that my mum introduced me to as she was such a big fan. There are many inside jokes that me and her have, still now. I went to see them on the 3rd of June, and it was such a wonderful experience.
‘Pay my respects to grace and virtue
Send my condolences to good
Give my regards to soul and romance
They always did the best they could
And so long to devotion
You taught me everything I know
Wave goodbye
Wish me well’
The Song from My Teen Years
Howdon Aldi Death Queue- Sam Fender
This song was written during covid and the most formative parts of my teen years. Its short, funny, full of teenage angst, and its by Sam Fender..obviously.
A lot of his music reflects the difficult parts of my teenage years too- watching him perform “Seventeen Going Under” the night before my 17th birthday, knowing everything I had gone through was incredibly emotional and highlighted how proud we should be of ourselves for getting through the crap that is being a teenager.
‘Keep your distance
I said woah, woah, woah, woah
That's less than two fucking meters’
The Song that Means a lot to Me
Dog Days Are Over- Florence and the Machine
This song is about how a girl is finally in the good part of her life, or living good moments. This was the first song I listened to when I left a very bad household and managed to move here. Living here, I have realised just how happy I can be, and even though we still have bad days, this song highlights just how good some parts can be. It reflects this in the lyrics and music, it sounds how I felt in that moment.
‘Happiness hit her like a train on a track’
What makes a good music video
1)What ingredients does it have?
A good music video will have a variety of camera shots and can include a range of representations. It will hopefully appeal to the target audience to ensure the video succeeds.
2)Can you identify the target audience? How?
The target audience is who would appeal the most to those who identify with the themes and messages of the song and video.
3)How would you improve it?
There could be a variation of directors to show different viewpoints about the song, possibly appealing to more.
#1- Best Of You, Foo Fighters
The concept of unity will be shown through people at concerts and festivals coming together to sing and dance. There are very repetitive lyrics, and to show representations, each time the lyric is sung, a different person, with a different scene behind them will be saying it. A narrative of unity will also be shown by 2 people running throughout the video and in the end find eachother- this will be a queer relationship to show more representations of our life and world.
Feedback
Overall best idea but needs to be paired with another song.
#2- You Get What You Give, New Radicals
This song encapsulates the importance of togetherness. It will be a narrative of someone in regular clothes trying to fit in, trying to find someone not in a solid colour palette, until they finally find a group of people in a crowd who turns to be a crowd at a concert or festival all in varying colours and mix matches where they finally feel themselves.
Final Choice
Feedback
Overall best song- combine with the first idea too
#3- Iron Sky, Paolo Nutini
This song is very powerful, slower than other anthemic songs, but is hugely political, so my representations will be of people standing up for what they believe in and how people can come together through music.
Feedback
Overall okay, but would work better with a different brief.
My task was to create a warping zoom effect. I did this by adding different adjustment layers to help layer the transition. This helped my planning as I was able to practice what effects I could use in my final video. I worked with Harry and he lip synced while I filmed and decided on the camera angles. We helped each other with different shots that were not just of acting. Many of the shots were our thoughts combined to get the best shots possible. I used my prior knowledge of Premiere Pro to allow me to edit the clips together quickly so I could spend more time on the effects. I would have liked the edited video to be better as the effects were not as effective as id hoped. However I will be using the dip to black effect when finalising my own video. I feel much more secure in applying effects now that I did before. I am going to practice more so I am able to make mine the quality I hope for. Next time i want to have effects that enhance that point in the lyrics and video, not just because I need a transition.
I think the intent of the learning was to allow us to practice using ‘hand-made’ effects so we can become more creative with our ideas for our final video. These skills I can use for any future projects I create and expand my abilities. I have been able to explore the applications with support so I can get to grips with how it works and what my strengths are, and now I have come away from those tasks confident in what I can produce.
Planning
I created storyboards to allow for good use of time, as well as to know what shots I wanted, who I wanted when and working around peoples timings. I included a breakdown of the lyrics in all filming sessions so the actors could know the type of energy that needed to be brought to life, as well as a reminder of how we wanted the end video to look and flow. Having a timeline was a slight guide into when we needed things done- it gave me a clear deadline for each section, that I could adapt and swap if we found better ways of doing things. I created a prop list too which not only included costumes and makeup, but what camera equipment and set design we needed- even down to safety pins! Once this was done, I put my shooting schedule together, with the use of my timeline, storyboards and the actors available time. This allowed me to be as organised as needed in order to complete the video on the deadline. I also created a mood board of what I wanted the video to channel, which I sent to all of the actors so we could work most efficiently together.
Statement of Intent
Final Music Video and Website