Institution Research

When i was researching institutions that may produce and exhibit my film, i wanted to find an institution which produced similar videos to which i wanted to produce. (Institutions companies help produce and find funding for music videos).  When researching i found Polydor Records institution company. This company was founded in 1924  mainly foccusing on producing classical music but in the 1970's the music label became popular producing bands such as Slade and the Jam. It now produces bands such as Take That, The Saturdays, Lana Del Rey, Black eyed Peas and many more. Polydor is the most successful company in the United Kingdom. In 2006 the company launched Fascination records, a company dedicated to pop music, producing many teen american artists such as the Jonas Brothers and Demi Lavato . I found this company through looking at Lana Del Rey.

I chose to look through Lana Del Rey as her music genre is Indi Pop, which is the same genre which i have chosen, and my ideas for my music video are similar to the music video which  these companies produce for her.

I have also chosen You Tube as users can upload, view and share videos online. This company was founded in 2005. By using latest technology (Adobe Flash player plug in ) it allows audiences to view a variety of different entertainment. Such as TV shows, Music Videos, Trailers, and personal blogging. And is a perfect area to exhibit music videos as on average YouTube has 4 billion people viewing different clips and 60 000 videos are uploaded daily, and 72 hours of video are uploaded every minute, and there is 1 trillion views in a year. By uploading music videos through YouTube it promotes the song and is easy for public to access and to listen to. I think by being free and easy to upload videos and is a very popular way to be seen would be a very good source where i can exhibit my music video.

My perfect audience member

My perfect audience member would be. People who are Indie Scenesters, Young Alts, Trendies, Townies, Hipsters, Geeks, Craft kids. I found this information on UK tribes. I think my audience member would be quite young, dress seance a little bit different but to every day people but still trendie.

These are some clips what i saw on UK tribes.

http://youtu.be/hXZo_vBU6i4 - this is what people had to say about Indie music.
http://youtu.be/KmzXVytXoqo - what Indies look like
http://youtu.be/z_OkynnCpvQ - Hipsters.
http://youtu.be/otU0-MaY7R0 - craft kids.

Audience Research

When I was trying to find out what made people listen to the music in which they did, i asked friends and used the Internet to gather some information.
A main reason for people listening to the music that they do is that it has an emotional factor, most music people can relate to and reminds them of memories. Another Influence on the music you listen into is what your friends and family listen to.
Also the lyrics may relate to someone which may comfort them or make them feel inspired to do something. Music can also make you feel relaxed after a hard day.

A song which lots of people show a lot of emotion to is the song Hero - Enrique Iglesias. As people in love agree and relate to the lyrics
"I can be your hero, baby.
I can kiss away the pain.
I will stand by you forever.
You can take my breath away"

Bellow is a video of what people had to say about what they like about music videos and what makes them dislike them.

9 Key shots.

1.  i chose the first shot as this shows the lead singer and the beginning of the song
2.  i chose the second as i found it interesting that the scenery loos as if it was around the world war time as its set in an old theatre, and the bar looks odd and the way the stage is set up
3.  I chose the third one as it shows that it is not set in this time as the phone is very modern technology, and as soon as she says now, the fighting begins.
4. This shows that the fighting is going on everywhere, and i like how they have to keep playing the music whilst having drinks flung at them.
5. The fifth shot shows a women slapping a man in slow motion and it really captured the movement due to the slow movement. 
6. sixth shot shows a view of everyone fighting and the emotion on the bar mans face is as if everything going on is completely normal and doesn't really move.
7. This shows people fighting on stage and food being flung at them.
8. The next shot is a guy smashing a jar with skittles in it. I chose this because i think the slow motion at this part worked really well.
9. The last shot shows where the location was, which looked like an old cinema. And the girl coming out with a little smirk on her face, which makes us think that she was the one who had started all the fighting.

What inspired me in this music video was how it gave a vintage feel and the use of slow motion, which i would like to incorporate in my music video.

Mood Board

This is my mood board which i created digitally for my music video. The photos which i have chosen represent the feeling i want my music video to show. I want to incorporate different effects such as sepia, black and white as these colours reflect the mood I want to give across. The different locations i want to incorporate are fields, beaches and someone ridding a bike through interesting backgrounds i would like if all these locations were filmed during sunset or sunrise as the colours makes everything look and feel more romantic. I also want to have close ups of a lot of objects such as bubbles floating, drinks been spilt as in slow motion looks good and also relates to the song.

Videos Which i would like my video to look like

I choose to look at Ben Howard - Keep Your Head Up, because i really like the way it has been filmed and it is different to all other videos as it does not have the singer sing at the camera, and i don't want to focus on that either i want to focus more on the surroundings and having really pretty shots like which they show throughout this music video.
In this music video they use many different cinematography, I like how the music video starts when it is hand held and close ups of the bubbles, by filming this hand held it gives us the sense of floating and being relaxed. There is a lot of long shots, which sets the scenery, and shows the sunrise which tells us they have been working a long day as by the end the sun is going down. 
There is a lot of focus pulls used throughout this video and mainly focusing on the bubbles. The denotation of this is we see bubbles, but connotation is that it shows the child side of them and the fun they are having. Also it makes sense when we see what they are building and the bubbles could be coming from the slide.
The bubbles also work as they look like the bokha affect but makes it look like this effect is actually there and moving.
A lot of the words in this song relates to what he is doing, such as "I'm walking back down this mountain" and there is a hand held shot of him focusing on the bucket walking back down the mountain.  Again when it talks about his skin we see his feet by using a point of view shot in the water and then a shot of the sun form an ants eye view, which is shinning on his back.  By these shots it allows us to relate as most of us have had these senses. Also at " keep your head up, keep your heart strong" when he is working hard it shows that you have to be strong and keep going with what he is doing, when moving hay bales and lifting them.
When they are finnaly finnish what they were doing the music speeds up and he starts running, shown using a hand held camera, this builds the excitement and then we get to see that they were making a water slide, when going down slide they use mixtures of shots such as long shots, close ups, hand held facing themselves showing their reactions.  The editing through out this is quite constant linking all the different locations especially when walking up mountain, they used the technique jump cut to help show this. But all together i think this video worked and shows that you don't need to put a lot of money in to making a good music video. 




I really like the Idea of putting some reverse into my music video, to make it more interesting to watch.

I would like to use  some of the ideas from the song i have chosen Drunk on love. Throughout this video there is many edits, such as cross cuts and jump cuts. These cuts are shown in two different camera effects, from sepia which shows her warm and happy side and having fun as this colour relates to her mood, and the other colour is black and white, when she is not with him, this is more of a cold angry harsh mood being showed. All of these edits are in time with the base in the music, which makes them predictable but entertaining to look at. 

 We see many different cinematography used throughout this music video from zoom outs, low angle shots, ants eye view shots, (which makes Rihanna look more powerful) used also looking at feet while dancing shows us the skill while doing this. They then use a dutch tilt and a birds eye view to show us the old men playing domino's and smoking, unaware of them dancing. We see subjective shots looking through a smashed window looking at Rihanna.

Towards the end of the song we see them dancing again but this time it is in black and white and shown with scratches over the lens this tells us that the relation ship between the two is not as happy and quite damaged as before. 

The Mis-en-scene which we see are all quite old looking from the car to the old men, it gives a wild western feel especially with the sand and dust, but there is binary opposites form her brightly coloured 'normal' room with blue walls and busy room,to the outside emptiness and same colour. you see more binary opposites, from black and white to young and old. 

Music Director Melina Matsoukas

Melina Matsouckas,(born January 14, 1981, has a mixture of nationalaties which are Greek-Cuban-Jewish-Jamaican American ) is a well know Music Video Director, who has directed music videos for many famous singers such as, Katy Perry, Rihanna, Beyonce, Neyo and many more. Melina Matsouckas graduated at The American Film Institute and New York university in music videos. Melina Matsouckas started at Gorilla Flix film production company, and now is a director at Prettybird since 2011.
Her work has been described as "chalk full of bright colours or crisp black and white images, smooth spotlights, and tasteful retro video models". And this is what makes me enjoy her work so much, that there is so much going on that it makes it eye catching, there is a good clear story line which matches and sets the mood for the tune.

Asking permission from Copyright Holders

 In order for me to use the song i have chosen Drunk on Love by Rihanna i had to ask for permission from the copyright holders.  I done some research and found out that Def jam recordings holds the copyright to this song, when i was trying to contact them i could not find an email address anywhere, so i decided to seek permission by writing to them  on their Facebook page.  This is a screen shot of my message to Def Jam Recordings asking for permission, explaining that is purely for my coursework and would not be making any profit from it.