Summer Project: coursework planning

Summer project tasks

1) Research: music videos

You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below). 

Music videos:

Music Video 1: Narrative
How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video?

-Through The Rain- Mariah Carey.

-This music video tells the tale of a young woman, who goes through hard life events and how she works he way out of them by herself, this links to my music video Hello because in the narrative in my music video is also about a women and how she goes through though life events and how she works her way out of it. The lyrics in both of the songs hold quiet significant meanings because in Hello the lyrics "They say that time's supposed to heal ya, but I ain't done much healing", shows how although people say that time heals all problems it doesn't really, you have to make sure you work to solve your problems by yourself. Also the lyrics in Through The Rain  “When you keep crying out to be saved, but nobody comes, and you feel so far away, that you just can’t find your way home", creates a meaning that a person has to work through their problems by them selves instead of trying to ask others for help because no bay but you can help yourself heal.

Music Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this. 

-Chandelier- Sia

-The close-ups and wide shots in this music video shows the expressions on the singers faces and the emotions they are feeling, which makes the audiences relate to them and their emotions. The use of high and low shots adds interest to the music video because audiences and interested in knowing what will happens with Sia's dance. I should use both of these to make sure I am attracting audiences to stay interested in my music video throughout it as it will help to make them relate with my artist and their emotions.

Music Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.

-Someone like you- Adele

-The mis-en-scene in her music video creates heartbreak and nostalgia and the feeling of empty and lonely setting shows the feeling of solitude and loss, while also showing emotional vulnerability. The dark colours and soft lighting creates a melancholy atmosphere that also goes along with the themes of nostalgia. The setting is always either an empty building or street, which mirrors the feeling of loneliness and longing. The colour schemes in the song shows a sense of sadness and nostalgia. Overall, the song creates a strong visual experience based solely off the mise-en-scene and o should use this in my own music video to make sure I can also create a similar feeling.

 

Music Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience?  

-The story of us -Taylor Swift

-The editing of the music video matches the narrative, because when the emotion are high and the story is being told the editing is quick cuts, which shows the pacing changes according to the narrative. The camera shots are mostly close-ups, which shows the emotions of Taylors and this helps the audience to connect with her because of her feeling of sadness. I would also being using these element to create a meaning of similar topics so that my audiences can connect with my artists and their aloneness and sadness.

Music Video 5: Conventions

Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example?

-Bad Guy-Billie Eilish

-The relationship between the visuals and lyrics- There are many scenes in the music video where the lyrics and visuals closely relate to on another.

-Performance and Narrative- The video has a combination of narrative and performance ,while showing Billie's character telling a story through the visuals.

-Intertextuality- Andrew Goodwin shows us that music videos reference other texts and elements, which is exactly what the music video does because it includes playful nodes to pop culture icons and tropes, allowing views to recognise this. 

-Taking all of this together I should include some aspects of his theory to make my music video better.

Music Video 6: Visual effects, intertextuality or product placement

Choose a video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video. 

-Imagine Dragons - Thunder

-I have decides to go with this song for the visuals in my music video because the colour scheme in the song is grey and black, which is what I am aiming for in my video. The colour scheme creates a dark and lonely feeling that would be correctly describing my characters thoughts and life. The colour scheme also creates a nostalgic and longing feeling, which is what the narrative of music video is.

-Intertextuality - where one media product makes reference to the content, codes, conventions and paradigms of another media product in order to create meaning for the audience. The lyrics in the song show a journey of personal growth and the struggle for recognition, which is similar themes that are found in classic coming-of-age stories. This also links to my music video because it is exactly what my singer is trying to gain while trying to find her self.

You can find a range of notable music video examples in this blogpost or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of music video research in total you will be fine. Feel free to use bullet points if this is helpful.

2) Planning: music video treatment
A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what song you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief. 

You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks. 

For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your three-minute video will look like. The most important thing is to keep in mind the brief - the music video must feature the artist or band (likely to be a performance element) plus a focus on footwear for the sponsorship deal specified in the brief. 

Start your treatment with the following key details: 

1) Artist/band and song you will use for your video: Hello by Adele

2) Original name for artist/band you have created - MUST be completely original

For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.

3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.

The original AQA brief is here: NEA Student Booklet - Brief 4.

We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this). 

This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.

-Music video:Hello by Adele

-Title:Dionne-Hello

-Genre:Soul-Pop

-Sponsorship:Vans

-Concept/ Media Language

My music video for "Hello" by Adele uses a powerful combination of visual storytelling and media language to convey themes of nostalgia, heartbreak, and longing. The video opens with an establishing shot, The use of muted colours and soft lighting creates a melancholic atmosphere, reflecting the song's themes of regret and yearning. As the video progresses, the imagery shifts between Adele in various settings—such as an empty house symbolising isolation and the weight of memories. The cinematography, featuring slow-motion shots and framing that emphasises Dionne's expressions, enhances the emotional impact of the lyrics, allowing viewers to connect deeply with her experience. Overall, the media language in "Hello" effectively complements the song's message, making it a poignant exploration of lost love and reflection.

In addition to its emotional depth, the music video for "Hello" employs various cinematic techniques that enhance its narrative. The use of close-ups not only highlights Dionne’s expressive face but also invites viewers to empathise with her feelings of sorrow and regret. The video features a muted colour palette dominated by greys and blues, which reinforces the sombre mood and creates a sense of introspection. 

The transitions between scenes are smooth, often using fades that mirror the passage of time and the lingering nature of memories. The setting of the video, particularly the empty house, serves as a metaphor for lost connections and the remnants of a past relationship. Furthermore, the slow pacing of the visuals aligns with the song's emotional weight, allowing viewers to absorb the gravity of Dionne’s message. The overall composition, combined with Adele's powerful vocal performance, creates a compelling narrative that resonates with anyone who has experienced heartache, making "Hello" a memorable and impactful music video.

-Audience :

My music video primarily targets an audience that resonates with themes of heartbreak and nostalgia, appealing especially to adults and young adults who have experienced similar emotions in their relationships(either with family,friends or partners). The emotional depth of the song and its visuals attract listeners who appreciate heartfelt storytelling and powerful vocal performances. Adele's established fan base, which spans various demographics, is drawn to the authenticity and relatability of her music, making "Hello" a universal anthem for anyone grappling with loss and longing. My music video is targeted toward a psychographic profile that includes individuals who value emotional depth and authenticity in art. This audience likely experiences a strong connection to themes of heartbreak, nostalgia, and personal reflection. Overall, the psychographics of this audience reflect a desire for meaningful content that speaks to their feelings and experiences.

-Representation:

In the music video for "Hello," several representations stand out. My artist will represent vulnerability and emotional depth, as her performance conveys feelings of heartbreak and longing. The abandoned house symbolises lost connections and memories from a past relationship, highlighting themes of isolation. The muted colours, mainly greys and blues, represent sadness and reflection, creating a sombre mood. Close-up shots of Dionne emphasise her emotions, inviting viewers to connect with her feelings of regret. Together, these representations create a powerful visual story about heartache and nostalgia.

My actress will show vulnerability and deep emotions. The empty house represents lost connections from a past relationship. The grey and blue colours create a sad mood, and close-up shots of my actress will highlight her feelings of regret. All these elements work together to tell a strong story about heartbreak and nostalgia.

-Media industries and Digital Convergence:

The music video for "Hello" exemplifies the concept of media industries and digital convergence in several ways.The video was released on YouTube, allowing for global accessibility and engagement, making it easy for people all over the world to watch.This is a big part of how music is shared today. The video combines music and film, making it appealing to fans of both. This blending helps reach more people and encourages sharing on social media. Overall, "Hello" highlights how different media forms connect and change how we experience music today.I will take all this into consideration when advertising my music video.My record company that I would be using is XL Recording, a British Independent record label, to make sure my music video is targeting mainstream audiences.​

4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:

• Your music video and music magazine concept: your new original artist, genre, song and music video treatment. Then, your print brief: music magazine title, double page feature, additional page, photoshoot etc.

• Media language: how you will use music video conventions and music magazine conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience. 

• Media representations: how you will use or subvert stereotypes in your music video and music magazine; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.

• Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your music video and magazine; audience theory if relevant.

• Media industries and digital convergence: the potential record company that would promote your band or artist; the publisher for your music magazine; the brand identity for your artist; how fans would engage with your products etc.

Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present) 
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery

My Ignite PowerPoint