Pitch for music video practice project

The genre we have chosen is pop, mainly because the artist we chose is most suited to this genre. We are going to try to construct a very mainstream pop artist look, with styles that are idealised by the young modern world.

 We believe this type of artist is one that sells at the moment in the music world. Pop is also a genre that can branch out into others.

Our location is going to be outside on the grass with a summery background and a desirable feel. In a lot of pop videos the artist is featured in an outdoor location because an outdoor location bring a upbringing feel to the song as it’s being indoors on most occasions would seem dull as its very limited.  We are going to dress our pop star in a similar sort of fashion as shown in the picture, we are decided on stylish jeans or chinos with a plain white t-shirt. You don’t see any male pop stars especially the ones appealing to the younger generation dressing out of the ordinary fashion sense that is followed by young teens and adults today, also the model we are using for the photo shoot; we believe would much more suit the role of a pop star than say a rock star for example, because most pop stars follow a certain look, usually a clean look with styled hair with the described clothing above, now because our model usually follows that style anyway it would also look slightly out of place if the model was to portray an image of a rock star

VMA analysis

This was a task to do with the research of the music video project.

‘Born This Way’ Lady Gaga
We think that the video was the rightful winner of the VMA’s for best video with a message because of its individuality as well as the bold message it presents to its audience.  The video begins with an in depth story to add to the video’s message and although the meaning of the video isn’t clear at first, the poetic lexis is thought provoking for the audience through a series of strange and engaging shots. For example,  she describes herself as ‘Mother Monster’, specifically targeting her fans through the cult that she has created. She sits in as if in labour, highlighting the ‘mother’ aspect of the video, from a low angle giving her the sense of authority.  This can relate to the need to sell artist as the subtle imagery give the impression that she has power. 
Need to sell artist can also relate to the vintage references to Michael Jackson and Madonna at the end of the video, attracting a wider, older audience. The image of the unicorn at the start and the finish promotes Lady Gaga through intertextuality and is a successful product placement which is common for most artists. The lyrics are fast much like the pace of the music which is a convention for a pop song and so the video matches the lyrics. Editing is fast paced and rhythmic with the song and so the visuals and the music match forming a typical convention which appeals to the audience.

Voyeurism is expressed in the video excessively. One of the first images we see of Gaga is revealing and she shows a lot of body flesh which adds to the strange image. Her skin glows with the movement of camera angles, creating as sense of touch and desire. In conclusion, this video covers all of Goodwins points in an effective way that relate to the category it was put in for the VMAS. Making it an ideal nomination for the award.

Goodwins Analysis

The genre of the artist would be alternative which is based around the songs genre. This would mean that the digipack and the magazine advert would be very similar to the style which is in the music video so that the audience can identify the artist through these different types of media. 
We will include voyeurism in the music video as the artist will be seen through a window or door to make the artist look like they are in a cage. There will be no product placement to show that the artist is new and upcoming and is alternative to the mainstream artists.

The lyrics will illustrate the visuals as the song is dark and the video will also be like this as it shows the ongoing theme of the artist and as the lyrics are powerful, it would take away the meaning if the visual did not connect to the lyrics. The music will match the music as the song is fast pcaed which means we have the oppurtunity to create a video with fast paced editing so a variety of extreme shots can be taken from the artist. This means that there will be a lot of need to sell the artist as the extreme shots will show the artist is a weird way. We may make references to other artists which have similar personalities to our artist.

Florence and The Machine - artist research

Florence Leontine Mary Welch was born in south London on the 28th, August 1986.

 Florence and The Machine is a band that consists of:

 

Florence Welch
Robert Ackroyd
Christopher Lloyd Hayden
Isabella Summers
Tom Monger

 The band is signed to IAMSOUND records.

The genre of the band isAlternative Pop.

In an interview with New York Post's PopWrap, Welch revealed that, in the weeks and months prior to her 12 September performance at the 2010 MTV Video Music Awards, was so nervous she lost sleep and cried. In addition, she struggled during the pre-show rehearsal with a move that required her to stand up.The performance was directed by So You Think You Can Dance choreographer Travis Wall It was described as "both ethereal and downright joyous". After the performance, and had Welch performing with a host of hyperactive dancers.Lungs rose to number two on the iTunes albums chart and "Dog Days Are Over" rose to number nine on the iTunes singles chart. In addition, Florence and the Machine became the number-one search on Google and received 1,700 tweets per minute on Twitter. Florence and the Machine performed "Dogs Days Are Over" on The Ellen DeGeneres Show on 15 October 2010. On 20 November 2010, the band performed "Dog Days Are Over" and "You've Got the Love" on Saturday Night Live. They performed an online-only concert at New York City's Ed Sullivan Theater on 16 December 2010 as part of the Live on Letterman concert series. Welch and a number of other female singers opened the 53rd Grammy Awards on 13 February 2011 with a tribute to an ailing Aretha Franklin. On 27 February 2011, Welch replaced pregnant Dido and sang her portion of Best Original Song nominee "If I Rise"  with A. R. Rahman at the 83rd Academy Awards. An exclusive remix of "I'm Not Calling You a Liar" is featured in the 2011 video game Dragon Age II as "I'm Not Calling You a Liar (Dragon Age II: Varric's Theme)", produced by the game's composer Inon Zur.

Mise en scene mood board

 

The genre of the artist would be alternative which is based around the songs genre. This would mean that the digipack and the magazine advert would be very similar to the style which is in the music video so that the audience can identify the artist through these different types of media.
We will include voyeurism in the music video as the artist will be seen through a window or door to make the artist look like they are in a cage. There will be no product placement to show that the artist is new and upcoming and is alternative to the mainstream artists. The lyrics will illustrate the visuals as the song is dark and the video will also be like this as it shows the ongoing theme of the artist and as the lyrics are powerful, it would take away the meaning if the visual did not connect to the lyrics. The music will match the music as the song is fast pcaed which means we have the oppurtunity to create a video with fast paced editing so a variety of extreme shots can be taken from the artist. This means that there will be a lot of need to sell the artist as the extreme shots will show the artist is a weird way. We may make references to other artists which have similar personalities to our artist.

Location Report

The location of the shoot will most likely be in the media studio as it can be made dark and has a window to create our cage effect. We would book this a week in advance so that we can get our slot. Another good location for this may be the middle of a park, where the artist is behind a make shift curtain and people walk past the artist with intrigued reactions. Or another possibility would be a normal room where people walk past and look through the window, although this may be hard to locate a room. This emphasises the style of the artist as it creates a scene of mystery which is in time with the artist.

Chosing a song from the 12

We chose a top 4 which consists of:
Florence and the machine
Jay Sean
Chromeo
Hayley Bennet