Location and Setting

Location and Setting

The location is very important in a music video as i can usually reflect a mood or atmosphere. Although i have chosen to use different settings i kept to a minimum of three as i didn't want to confuse the viewer as too many settings can spoil a music video as it can cause confusion and take over the narrative. 

In my music video I want my band to preform the song outside. I thought that this would be unique as most band performances are on a stage. Although i would be challenging the conventions of a music video i will be following the conventions of the indie genre as it is low budget and also rural which is the trend for british indie boy bands. Moreover in the lyrics the band sing 'its cold outside' which will show the link between lyrics and the visuals, a point which is mentioned by Goodwin.

I also want to film some scenes inside as it would add a contrast between the settings. I think it would be a good idea to have the narrative inside but also the lighting will be different and hopefully create a mellow and calm atmosphere.

I then plan to film some scenes outside with the band playing in a garden or park. This adds an element of youth something which i am aiming to get across to my audience. Also filming in natural daylight will help the footage to be clearer.

Props for my music video

Props list for 'Sleep on the Floor' music video

I think that props are very important to establish a genre of a music video. Therefore i wanted to incorporate lots of music instrument props to make it clear to the audience that it is the indie genre.

Guitar 

In the song 'Sleep on the Floor' the majority of the song includes an electric guitar, thus giving the song a cool and youthful vibe. I thought that it was very important to uses the prop of an electrical guitar as it is an important element to the song and most indie bands have included this prop too.

Keyboard

To give my band a professional feel i wanted the props to match with the song. My song includes a keyboard so in order for it to gain a professional feel it was important to add this in. Also i liked the idea that every band member was playing different instruments.

Drums 

I felt like this was the hardest prop to get hold of, but it was my most wanted one. I really wanted to include the drum set as  this was the most frequent prop in the indie music videos i have watched. It also shows the skill of the band member which should influence the audience to by the song. 

Football table 

I wanted to portray a youthful vibe throughout my music video so it can relate to the target audience. I used many props such as a football table and football to show the band members as friends it gives a fun element to the music video also adding to the narrative. 

Meet the band...

Meet the band...

I want to get a specific look for my music video, but the most important thing to me is that the people I have asked feel comfortable and confident in front of the camera.

The band that I have chosen my song from, initially has four band members. However, I have included three band members to act in my music video because i thought that they fitted well in the frame of the footage that I have taken but also because of the camera angles and movement, three band members was easy to film with. Plus i have an extra cast member which is going to be the female protagonist. 

Kieran- Lead Singer/Guitarist

Kieran is my lead singer and guitarist in the band 'Blonde Louis'. The guitar features heavily throughout the song so I think it is important to have the main singer playing the guitar so when it comes to edit the video it will flow better as the singer can be singing and playing the guitar at the same time instead of having different shots of the singer and guitarist. Moreover Kieran also leads the narrative part of the video and he is torn between his friends and his love interest 'Elena' which follows the conventions of the indie narrative. Kieran was willing to try different camera angles when miming the chorus, which was ver helpful. 




Michael- Drums

Michael was excellent on the drums, he was very enthusiastic when it came to filming. The drums are quite dominate in this song so i wanted someone who would replicate the beat of the song. Not only would this make the editing process easier but it would also give a professional and realistic feel to the music video. Moreover Michael is also part of the narrative as he is Kieran's friend, so i have filmed shots of them messing about and acting like stereotypical boys. 



Christian-Keyboard

Christian is the third and final member of the band. Although the keyboard isn't the main instrument it is still present, mostly at the beginning and when it is the bridge of the song. I wanted to get a variety of shots especially close ups of the keyboard when it is the keyboard solo. Christian also is part of the narrative as i wanted to emphasise that the band are best friends as well. Additionally he was confident in front of the camera which made filming quick and effective.



Elena- Love interest

Although Elena is not part of the band she is a very important character in the music video. She is the love interest of the lead singer/guitarist Kieran. This is very conventional of the indie genre to have a young female to be a love interest. I have kept the narrative and performance separate so the viewer can distinguish between the two. Elena was very helpful as she isn't shy in front of the camera and good friends with Kieran which made the scenes between them both easier. 

Filming Schedule

Filming Schedule  

I plan to film my music video within a week so this gives me time to edit the video. Moreover the week is also the only time all of the band members are available as we are filming during the holidays. I will be updating this post as i film.

20th December- This was my first attempt at filming. The weather has been good as it wasn't too cold outside or too dark. I have filmed the opening scene of my music video plus the introduction and the first verse. I didn't film the rest of the song as i felt the band needed more time to learn the rest of the lyrics. Furthermore, i also filmed some of the narrative. I found it easier to work in chronological order as it means that i wont miss important parts out. I also recorded lots of close up shots of the instruments to add them in as a break from the lip syncing.

23rdDecember- Thankfully the weather remained the same! This means that the second part of my filming will look the same as the first part. I wanted to focus on the lip syncing aspect. Therefore i dedicated a lot of time to the performance element of the music video. I started from the beginning of the song and worked my way till the end. I filmed the whole band sing the song all the way through and filmed this at different angles such as close ups and mid shots. I filmed outside as in the lyrics it says 'its cold outside' i though that filming outside not only links to the lyrics but also gives the video and indie feel as it set out in the open as in indie videos not a lot of budget is spent in location.

28th December- I feel that i have covered all of the shots i want for the performance element for the song so all i needed to film was the rest of the narrative. I planned to film earlier on but i found it difficult to get everyone together at the same time. For the narrative i wanted to get a youthful feel. As the message behind the song is about young love and immaturity i used props such as table football, footballs, trampolines to show the band members having fun. I also filmed the love interest and the lead singer falling out to give show a stereotypical teenage relationship.

Pitch for my music video

Sleep on the floor- The Pitch

I have finally decided on the plot of my music video. It will be both a performance and narrative based music video. I have changed and developed my ideas from my story board as i felt that the narrative didn't link well with the uptempo beat of the song. Therefore i have decided to make a music video about the main band member and him choosing between his band mates or his girlfriend. I though this would work better than the previous idea as i think a lot of young people can relate to this as it is targeted at young adults.

I want the beginning to start with the bands name. As this is their first single i wanted to get there name out as much as possible. Then i want different clips of the band members playing and then clips of the lead singer and his love interest. I want the band performance to happen in the same place so it gives uniformity.

In the middle of my music video i am aiming to get a balance between narrative performance. I also want to show the lead singer with his band mates messing around and also with his girlfriends to show the narrative.

Finally i want the end to show the two falling out which will hopefully be edited with fast paced editing, as the beat gets faster towards the end of the the song.

Richard Dyer- Star Theory

Richard Dyer - Star Theory

Richard Dyers star theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent 'real people' experiencing real emotions. Stars are manufactured by the music industry to serve a purpose; to make money out of audience, who respond to various elements of a star’s personality by buying records and becoming fans. 

His theory is spilt into three sections:

1. Audiences and Institutions 

2. Constitutions 

3. Hegemony

Audience and Institutions 

Stars are made for money purposes alone. Increasing the brand identity benefits the institution as they become a household name increasing sales in all of the media platforms they are in.  The institution then models the artist around the target audience they choose. For example Lady GaGa, according to Dyer, was modeled around fashion forward people so the audience can relate to her as a person and also her music. 

Constitutions

This is more or less the same as the audience and institution part of his theory. 

Hegemony  

This is also know as 'culture'. It is the idea that the audience relates to the star because they have a feature they the share or admire with the star. Some fans may attempt to replicate the star in their behavior, what they and what they do. But this could also be a negative impact as some stars often are heavy drinkers and drug abusers. For example in the 60's and 70's there was an increase of illegal sales of cannabis due to The Beatles being open about using it. Stars represent shared cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their 'star quality', and it is through conveying beliefs, ideas and opinions outside music that performers help create their star character to their fans. A star may start a fashion trend, with masses of fans copying their hairstyle and clothing. Stars benefit from cultural discourse for example, via their Twitter feed. Now more than ever before, social networks give pop stars the opportunity to establish their own values outside their music. Lady Gaga tweets frequently about issues, and expects her “Little Monsters” (The name of which Lady Gaga calls her fans)  to engage with that discourse just as much as she expects them to listen to her music.

Spike Jonze- Music Director

Spike Jonze

Spike Jones is an American director specialising in music videos film and commercials. He is highly respected by the music industry directing some of the most famous and unique music videos. 

Jonze directed the music video to 'Fat Boy Slim- Praise You'. He shot the video in a 'guerrilla' style, which a form of independent filmmaking characterized by low budgets and simple props using whatever is available. Often scenes are shot quickly in real locations without any warning, and without obtaining permission from the owners of the locations. It reportedly only cost $800 to make. Jonze was praised for his unique style and has influence many other music directors. 

The video won three major awards at the 1999 MTV Video Music Awards: Breakthrough Video, Best Direction, and Best Choreography. It was also nominated for, but did not win, Best Dance Video. 

Music Director - Mark Klasfeld

Mark Klasfeld

Mark Klasfeld is a music video director. His work displays a completely different tone than anyone else working in the music industry . His unique blend of humour and visuals makes each and every video he produces something that has not been seen before.  Furthermore he uses different camera angels and shots to create a quirky feel. He has directed hundreds of music video for different genres, Jay Z- Hip Hop and Red Hot Chilli Peppers- rock. 

Foo Fighters- Times Like These 

Camera Angle

Klasfeld is know for is experimentation of camera angle and movement. In this music video he displays an number of shots to keep the audience enticed. Furthermore the unique camera shots follows the conventions of the indie/rock genre as it is steering away from the norm.  

The use of a low angel shot of the guitarist gives dominance to the band member when he is playing his solo. It focuses the audiences attention on the guitarist making him an important presence in the band.

Also Klasfeld uses a number of close up shots of the lead singer which allows the audience to become familiar with the bands image. it also follows one of Goodwins 6 points which is the demand for close ups of the artists. This way the band can sell their brand identity to gain a wider audience. 

Sound

Klasfeld hasn't used any non diagetic sound effects because he trys to create a realistic band performance. However the use of diabetic clearly demonstrates the performance element of the music video adding to the rock/indie genre. 

Mise en scene

The mise en scene is very unique in this music video. Klasfeld adopts the classical set of musical props such as guitars, drums, microphones to relate to the genre and adds verisimilitude. But the setting is in a studio which allows the audience to see the behind the scenes in how the music video works. This makes the audience feel part of the product creating a strong bond with fans.  

Editing

The best element of this music video is the editing. Klasfeld uses a green screen to create CGI effects. These CGI effects are slightly psychedelic which could show the inspirations from the 70's era which was the movement of punk rock. It also captures the audience and keeps them entertained as the background is forever changing. This is a simple and effective way to entice the audience. The effects adds to the quirky style of the band. In addition the beat of the drum often matches the editing which gives the video fluidity. 

Lip Syncing trial

Lip Sync

As part of my planning, i thought it would be a good idea to practice lip syncing. At first i found it difficult to make the lip syncing in time with the music. However after a few go's it became easier as i used different clips in between the singing so it was in sync. 

Types of clothing for my band

It is very important to look the part in a music video and the genre usually comes across in the style they dress.I want each of my band members to have their own individual style but at the same time i want to create a brand identity. Below are some examples of clothing i would like to use...

Tops/Shirts/Jumpers

Checked shirts are usually and essential item in this fashion, they give an edge to the outfit than just a regular shirt. Printed tops under a denim jacket give off a cool youthful vibe, the print has to be quite striking and bold for it to fit in with the rest of the image. Cable knit jumpers are more of a vintage style, however layered with a checked shirt underneath it makes it more modern.

Jackets/Coats

As a lot of my footage will be filmed outside and in winter, a jacket will emphises the time of the year. There are lots of different styles to choose from when looking at the indie/hipster fashion. The first one would be a green parka jacket, very british and 90's and usually seen on members of the oasis band.  The second choice is a leather jacket. This is more urban, rock n roll and gives more of a cooler edge, bands are often influenced by Mick Jagger who was the role model for this look. And lastly is the staple item, the denim jacket. This gives the outfit a retro feel but also a lot of students nowadays chuck it over a hoody for collage.

Jeans/Trousers

Ive decided to keep the bottom half quite simple, with the exception of the checked trousers. Dark skinny jeans with the ends turned up will go with almost everything. Also coloured chinos have become quite popular with this genre, and a lot of people in indie bands wear them.  A smart trouser is a bit more different so the band member has to be quite outgoing with his fashion to pull them off, but it also adds to the country theme which i want to portray in my video.

Storyboard

Storyboard for Blonde Louis- Sleep on the floor. 

As part of our research we had to create a detailed storyboard which gave the basic shots and outline for our music video.

I created this project on iMovie on the iMacs, it was vey simple to do as we have already used this software last year. However it was slightly challenging as we had to make sure the editing went to the beat of the song. I tried to incorporate different types of shots, for example on one part of the song there is a drum solo, i made sure there was a close up on the drums to highlight this.

We then had to add in our song, to do this we have to download the file from either www.soundcloud.com or their own websites. To import the music you simply just drag the music into the clips. Doing the storyboard has helped me sequence the events and get all of my ideas together. I believe that it is an important part of planning as when i come to filming it will be easier to follow.

The music video is narrative and performance based to show the band image but also their personalities.  The narrative is about a young girl (love interest of the main singer) taking drugs which puts a strain on their relationship. This is also referenced in the lyrics 'the smoke filled up your eyes'. However although  I do believe that this links with the indie genre well as alot of songs by indie bands are about drugs and relationships, i do think that it might be quite hard to film. I will approach that problem when it comes to filming.

Blur- Charmless Man Inspiration

Blur- Charmless Man

Blur are an indie/pop band formed in 1988 in London. Over the years they have had one of the most influential music videos, always bring something new to the genre.

Their song- Charmless man 

One way in which I am influenced by this music video is through the use of narrative and performance interlinking. Although I think that it may be hard to recreate I still want to use some element of this in my music video, maybe towards the end of the song.

I also like the low budget for the performance set as it relates to the indie/rock genre. Furthermore the use of close ups on the singer is affective for me as it adds realism because of the lip synchronisation but also makes me familiar with the band.   

Inspiration for my music video

Inspiration for my music video.

Oasis- Don't Look Back In Anger.

Oasis are a typical british boy band. Many believed they started the indie genre of music as they were cool and quirky. There music video inspired me in terms of setting as it was set in a garden, just like how i will do mine. Furthermore the performance is outside which is something different and not often done in music videos. I liked this element as I though it was effective as it portrays the band as free. Also i liked the use of the swimming pool something which i want to incorporate in my music video. 

Ideas for music video.

For my music video I want to have a youthful vibe but also i want to get the message of the song across to the audience as it is about young love.

Some of the different ideas are...

• Performance and narrative interlinks at some parts in the production. For example i will have the band singing in the girls bedroom and she walks in the singing to her.
• I want to make the music video fun, so i will have some footage of them messing about, acting like children which puts a stain on the relationship.
• Different shots of the couple arguing and in love, i may use different effects to highlight the contrasting factors.
• In their song the band reference outside a lot, so i am going to have my band preforming outside which will create the same atmosphere they sing about i the song. 

Some shots i may use are...

• An high angle arch shot of the band members breaking into next doors garden, which makes them look vulnerable but also lets the audience see the whole shot.
• Extreme close ups of the instruments are conventional within the indie genre. So i a going to film the band members playing their instruments close up but then change to extreme close up for the guitar to give it variety. 
• As i want to show the youthful side of the song so i was thinking of editing lots of long shots into a montage so its adds pace to the video.
• I want to use a low angle shot and by doing this i am going to lay down the camera on the floor and have the band members come down a pole from a tree house. 

Audience Demographic- Blonde Louis

Audience demographic.

The indie genre is mainly targeted at students, both male and female. This is because the band or artist relate to the student lifestyle as most of the members are in the young adult age group. My chosen band, Blonde Louis is made up of four teenagers aged between 19 and 21, this reflects in their target audience.

Age
I have chosen to aim my band at young adults aged 16-21. I feel this is the right age group as any younger or the 'tweens' are to young to relate to the song. The song includes themes such as love, rebellion, partying something which this age group can identify with. Furthermore this age group regularly buys music online and through stores. This shows that they are loyal to music and it is a big part of their life.

Gender
'Blonde Louis' is aimed at both boy and girls. I feel like the majority would be boys because of the 'laddish' behaviour i want to achieve in my music video. However i want my band to be appealing for girls as well, i will dress them trendy so girls are attracted towards them.

Income bracket

After doing AS media i was a lot more aware of the income bracket to help me select my audience demographic. I think that the audience for 'Blonde Louis' fall under income bracket E, for the reasons that it is aimed mostly at students and they have the minimum wage. Moreover due to the ow budget for the music video it is something that the audience can relate to.

Hobbies and Interests. 
People of this age are often into their clothes, and fashion and many people try to dress indie and style themselves on musical icons such as their favourite bands. The indie fashion is becoming more popular, Blonde Louis are very fashion forward starting new trends, this would reflect through to their audience. Their main hobby would be listening to music. Their interests musically would be; foals, sam sparro, early Arctic monkey, two door cinema club, data rock and the Beatles.
  

Blonde Louis- Background information

Background information 

After extensive research on the web I found some background information on Blonde Louis. They are four devoted teenagers, Jack Cox (drums), Jack Cherry (bass) and cousins Harvey Downes (guitar) and Josh Clark (guitar/vocals), with an average age of 18,  who grew up in Hertfordshire England. There music is very Brit pop/indie, as there vocals are strong, clear and catchy. They are still young, but their lyrics are very matured exploring themes of young love, and rebellion. From an early age the band learned to play a number of instruments, ranging rom guitars to pianos, which shows their natural talent for music. The boys spend most of their free time in the garage rehearsing and recording their music. They are very passionate about what they do.


This is an interview that I found on the BBC local website.

How would you describe your style of music?

We tend to describe our music as "Indie Pop Rock", with other elements taken from various styles. It's quite melodic, with a "Dancey" beat to it.

What would you say are your musical influences?

They vary with each member!

Josh: The subways, Kings of Leon, MGMT, Two Door Cinema Club

Harvey: The Dykeenies, One Night Only, Vampire Weekend

Jack Cherry: The Holloways, Tokyo Police Club, Muse

Jack Cox: Foals, Mystery Jets, Late Of The Pier

How did the band form?

We formed the band largely through a group of friends who went to school together. Josh and Jack Cherry formed the band with 2 other friends in 2006. We then were looking for a new drummer and came across Jack Cox in the summer of 2007 and found him very talented and placed him in the band immediately.

After another departure in the summer of 2008, Josh's cousin Harvey offered his services and the rest is history! We've essentially only been together as a group for a few months! But the band was originally founded 2 years ago.

What's your fan base like? What group of people would you say you appealed to most?

We tend to attract the younger generation to be honest. The large majority of our fans are aged 17 - 21 and largely speaking, girls. However, that is a generalization and of course we get the odd older person who takes a liking to our music, and we do have a boy fan base as well. It would be nice to broaden our audience.

Name one unusual fact about each of you?

Jack Cox has more nationalities in him than the Olympics!

Jack Cherry lives on the road that has the world's first ever roundabout on it.

Harvey Downes has a strange fetish for ice cream.

Josh Clarke can do the Mexican Wave with his Eye brows.

What's the band's ultimate ambition or what's your dream?

I think, at the moment it is to keep gigging and enjoy ourselves to be honest. Its important that you always remind yourself of why you're in a band, and that is of course to have fun, write music that you like, and experience special things. We'd like to record an album sometime, just so we could stick a 10 minute track on the end, of us doing strange vocal solos and playing the bongos.

Blonde Louis

My chosen band is 'Blonde Louis' and the song I have selected is 'Sleep on the floor'. The lyrics are below...

Figuring your fingers, the answers in your hand.
And now your eyes are somewhere else cuz you don't understand.
Your love is my potion it sleeps on my emotions and kisses me when i sleep at night.
And it's cold outside, and i need you by my side.
Can we try to make things better, yeah?

And i wrote your name on my bed, so can we sleep on the floor instead?
And with trouble under cover, with your voice like thunder.
  
(Music chorus)

Looking for you hands, but the smoke filled up your eyes.
The feeling that you fear is now eating you inside.
Your heart beats devotion, the words which you'd spoken, are the last things i can speak of at night.

And it's cold outside, and i need you by my side.

Can we try to make things better, yeah?

And i wrote your name on my bed, so can we sleep on the floor instead?

And with trouble under cover, with your voice like thunder.

(Music chorus)

    

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside...

So cold outside... 

And it's cold outside.

And I need you by my side.

Analysis 

The song 'Sleep on the floor' is about two young people who are in a helpless relationship but they are having fun and but like lots of other young relationships they are arguing falling out and making back up again. This is typical of many indie music videos where the relationship often fails because they are too immature.

This is shown through the lyrics 'can we try to make things better?' which suggests that there is something to put a strain on a relationship. I think it is good to bring in your own interpretation and ideas when making a music video as it shows creativity. As this is a up beat song i think that it would be effective if i add in elements of fun and the band messing about. I decided to use the idea that the relationship is falling apart because the lead singer is spending too much time with his friends and acting immature rather than his girlfriend. I think a lot of people can relate tot his which would stand out to my target audience further.  With these lyrics i came to the conclusion that a narrative/performance based video is ideal for this.

Emailing the Band

Once I found a band and song that I really liked, I emailed 'Blonde Louis' as soon as possible, to make contact with the band and seek permission whether i could use their song 'Sleep on the Floor' for my music video. 
Shortly after emailing them, they  let me know that i could use it and they asked me to credit the and and show my final production.  It was a positive response and i am looking forward to start filming and editing it. 

Searching for a song

After discussing different genres with my teacher we came to the agreement that the indie genre would be a better genre to use. The indie scene has took of successfully and the music videos are realistic for my budget. We were given advise to use an unsigned artist for the reason that we will not be influenced by already signed bands. This way I feel that I will be able to use my skills to covey a sense of originality and style.

Finding an unsigned band is not such a lengthy process, as there are many sites such as www.unsigned.com and www.soundcloud.com where unsigned artist and bands put their music on in order to get recognition. Also you ca select what genre you are looking for and the country which helps to narrow down the searches.

I wanted a British band as i feel it reflects the indie genre the most and the singer usually as a strong British accent. I narrowed my search down to two bands. One was 'The Diggers', which I found on unsigned.com, have a lead female singer which seems quite unique and this is what i was looking for. However when i played the song the quality wasn't as good and her voice didn't covey the indie genre but was more blues.

The band I settled on was 'Blonde Louis' which is a boy band. At first i was slightly hesitant with choosing a boy band, however their song 'Sleep on the Floor' had a great intro with catchy lyrics. They are just what i was looking for in a song. Moreover i found it easier to come up with ideas which should create and effective music video.

Analysis to The Killers- When you were young.

The Killer- When You Were Young. 

The Killers are a well know Indie/rock band, they are slightly more mainstream than others and this is presented clearly in most of their music videos.

Their music video When You Were Young was filmed in Mexico. The Killers were inspired by by the films Japón and Batalla en el Cielo both directed by Mexican film director Carlos Reygadas. The themes of love and betrayal which are dominate in these films also play a huge part in this music video.

As 'The Killer's- When You Were Young'  follows the conventions of a music video, it becomes easy to apply Goodwin's theory.

1. Genre Conventions

This music video is quite different from a lot of rock music videos due to the strong narrative which takes form of a mini film. Although the setting and the style of the music video is untypical for this genre, there are still many characteristics that help establish the rock genre. For example there is both narrative and performance based elements in the video which is conventional of the rock genre. Moreover the props such as electric guitars and drum kits further emphases the genre. The outfits are also help represent their rock genre, whilst also fitting in with the setting/storyline.

2. Lyrical Relationship

This is a common technique employed by most music videos as it makes the narrative and performance more clear as you can see the link between the lyrics and visuals. As well as this there are many direct references to the lyrics in the video, such as religious mise-en-scene for example the prop of the cross appears when the lead singer says, 'like Jesus'. Moreover, the image of somebody washing with water, when the lyrics say 'wash your feet, every once a little while'. This follows Goodwins theory. 

3. Music Relationship

This is used just as effectivly as the link between the lyrics. When there is a drum beat in the song, the 
clip, scene or the camera shot changes. This is used mainly in rock videos as the drum beats are very significant  and it creates continuity throughout the video. Also, when the song reaches the bridge and begins to slow down, the footage also becomes slow motion, and the editing becomes slower and lengthier shots are used, this helps to reflect the mood. Likewise when the paces of the song picks up so does the editing and fast paced quick cut editing is used. 

4. Demands of record label to emphasize band image.

Because the music video is strongly narrative based this would suggest to me that the band is already established in the music industry. So the need to have lots of close up shots isn't as necessary if it was their first music video. However towards the end of the music video there is a performance of the band. Close ups are used of the lead singer to show his dominance in the band along with long shots of the whole band playing together as a group to show their brand identity.

5. Reference to looking, and voyeuristic treatment of women

This is only used during the narrative stages of the music video as the plot is about two young people in a secretive relationship. There is a long shot of the female which is to show the main protagonists point of view. Also close ups of her face is to highlight the voyeuristic nature. Also there is a sexual representation of females, especially during the sex scene, we see one woman showed to be sexual, wearing red underwear, and another woman shown to be innocent and naive, wearing a white dress.

6. Intertextual reference

I don't think that there was much intertextual reference to a specific product, however you could say that the was intertextuality because of the influence on the western films. The setting is reminiscent of the 'Spaghetti Western' movies, such as the costume and the saloons used i the music video. 

Andrew Goodwin's Six Points- Music Videos.

Andrew Goodwin's Six Points
Andrew Goodwin generated a theory to identify the conventions of a typical music video.

1. Music videos demonstrate genre characteristics (e.g. stage performance in rock video, dance routine for a pop song).This means that music videos of the same genre often show similarities. This could be through shot types, or settings. 

• For example, boy band One Direction, wear similar clothes in their music videos which shows they are a union. Moreover their dance routine is a convention of a pop video. 

    2.  There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).          The footage/shots/ and mise en scene should reflect the lyrics of the song in some way. This is effective as the link between lyrics and visuals creates a narrative. 

• For example in Beyonce's 'If I Were A Boy' music video she uses a narrative and performance based video, the lyrics match up with the actions she does on screen. When the lyric 'i turn off my phone' the image of Beyonce shows her turning off her mobile.  

    3.  There is a relationship between music and visuals (either illustrative, amplifying, contradicting).
For example the editing should mirror the music or beat of the song.

• The Black Keys Video uses transitions and fast paced editing to match the beat of their song in their 'gold on the ceiling' music video. When there is a new beat added the frame will change. the shots are choppy and short to match their up beat and light hearted feeling. 

     4.  The demands of the record label will include the need for lots of close ups. A method of using lots of close-ups of the artist themselves is used by the record label to market and advertise the artist. Moreover it gives the artist a familiar brand identity.

• In 'Take A Bow' by Rihanna, the director has chose lots of closeup shots of her, it also shows of her iconic short hair look which most people relate to Rihanna. The use of close up shots also establishes their target audience as many you girls idolize Rihanna. 

     5.  There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. This is drawing from the fact that in a lot of music videos, women are portrayed as sexual objects. This may or may not be relevant to every genre of music but it is the majority.

• In Beyonce's 'Crazy in Love' their is an awareness of Goodwin's point 5. There is one point where the artist is on a pedestal with lots of cameras flashing along with fragmented shots of different parts of her body.  There is a shot of her looking into a camera shown below. 

     6.  There is often intertextual reference (to films, tv programmes, other music videos etc)
In other words, parts of other films, music videos, characters etc. may be used in a video to attract attention of people who already know and like the material being referenced.

• For example in Kanye Wests 'Diamonds' music video there are lots of references to James Bond. Moreover the start of his videos features Shirley Bassies 'Diamonds are Forever' song which featured in a James Bond film. His video is shot in a very James Bond style. Its set in an exotic location, with expensive cars.