The Equipment

The camera we will be mostly using is the Nikon D3100 because of its HD quality (1080p), the other reasons for using the camera are that we will be able to shoot a wide range of shots on the camera and the mobility is perfect for what we want to do which is quirky handheld shots that require us to move the camera about freely and easily. The Nikon D3100 also has a wide range of settings allowing us to change the saturation and exposure of the video so that we can get the perfect lighting for the shot. 

We might be using a tripod for a few shots depending if we need to make the shot static, or create a variety of angles within our music video.

The Samsung ES71 isn't as good quality as the Nikon D3100 but the camera creates a good looking vintage effect when filming with it (as shown below), allowing us to create a vintage look. This camera is also easy to move around and will create the quirky shots that we will be wanting to use in our music video.

All our videos will be put onto the iMac and we will be using the software on the iMac to be edit the footage with. Because of the large screen we can pick out the hidden detail that we couldn't see on the smaller screen of the camera so the shots we thought that might not have worked, may look better and suit the music video more.  

For editing we will be using Final Cut Pro X which is an efficient editing software that gives us the ability to make an excellent music video. Final Cut Pro X allows us to edit the sound, overlap videos, fade in videos, fade out videos, add video effects, use creative text etc. It provides everything we could need to edit the music video with and it also allows us to edit the HD (1080p) footage to give us a high quality video.

Hair and Makeup

Because we want to achieve a natural style, we plan to use a minimal amount of make-up, much like what Rosa-Leigh is wearing in the picture. To achieve this for our video we can use:

Great lash mascara from Maybelline as it isn't over the top and doesn't promote the 'false lash effect' like other mascaras do. A thin amount of this would darken the eyelashes, and extended them slightly, still making it look natural, although more enhanced. 

Even though Rosa-Leigh already has nice, clear skin, if we wanted to highlight certain bits and touch them up, a colour match foundation would be the best thing to choose. It would match the colour of her skin, meaning it wasn't obvious she was wearing any, and no marks or lines around the neck would show because of the two tone colour difference. 

Max Factor Infinity Lip Tint is a useful tool because it colours the lips, and the colour lasts for hours. The colour is more subtle than pasting loads of lipstick or lip gloss on, as too much lipstick can look really false and lip gloss makes the mouth too shiny, and too much creates a slimy stringy look. A subtle colour would suit Rosa-Leigh, either the Marshmallow colour or even the Berry Burst. 

For Rosa-Leigh's hairstyle  flowing loose hair will be more effective in the video than hair that is tied up and can't move anywhere. The influence of the wind and dancing will mean the video is more relaxed and free, demonstrated by the way her hair moves. We can style her hair as either straight or tousled. 

For both effects we will need to use Hairspray to ensure the hair has volume and stays in the style we choose. An extra strong hold can be used to ensure this happens. 

Even though Rosa-Leigh's hair is naturally straight, a pair of straighteners can be used to either define pieces of hair or curl the tips, creating a wavy look. Her straight hair (as demonstrated in the top photo) can be achieved by running the the straighteners 

through, holding the hair in place with spray.

L'oreal matt and messy salt spray can also be used, however using too much can make the hair look clumped and wet. Scrunching the hair up and applying some spray adds a tousles messy look to the hair, adding more volume too. This would be a good look for Rosa-Leigh, similar to the photo above. 

Styling choices

This style of clothing has been selected for it's light-hearted and fun connotations that link to summer and sun, something we plan to include in our video. The choices of dresses or shorts for Rosa-Leigh highlight her natural femininity and beauty, making her appeal to other teenage girls as a role model and someone to look up to, and to also appeal to the male population. Although we are not exactly adhering to the male gaze by dressing her provocatively and sexualising her, we are still making her look presentable and pretty, to appeal to a wider range of people. It's not showy, it's not over the top and it doesn't adhere to pop/mainstream outfits, making her more endearing and letting her personality shine through, not dressing her up in a wild outfit (such as Miley Cyrus or Lady GaGa) for attention.

Dresses have been used as they blow in the wind; creating an almost model style look that will be achievable in the exterior shots. Light jewellery such as a single chain necklace, dainty stud earrings and possibly some rings, will be worn, adding a subtle touch to the outfit and making it more classy and feminine. Because the video is less showy and performance, flat shoes will be worn making it more casual and fun; allowing Rosa-Leigh to dance around, creating quirky shots for the video that the target market enjoy. It also makes the video a lot more personal, as the connotation of heels and rising above other people in fame superiority makes the video more formal, whereas watching a video you can relate to, ties the audience to the artist, and may influence and attract them more.  

Market Research Results

Alternative Video Analysis: Vampire Weekend - Cousins

Why did you choose the text you are analysing:

Because I really like the band I thought it would be good to review the Music video; which I think is really creative.

In what context did you encounter it:
I found the video on youtube after listening to their songs. 

What influence do you think this context might have had on your interpretation of the text:
I first heard the song without the video and I thought it was a great and fun song and then when I watched the video it made me think how creative it is and it made the song even better than without the video. 

What conventions of the genre do you recognise in the text:

• Bands in the video 
• Creative video
• Public in the background (Multiple People)
• Different shots
• Dancing 

To what extent does this text stretch the conventions of its genre: 

The shots are repeated through the video and they're all going in one direction down a track and they don't move or show you any more of the backdrop but what you can see and they don't change location. 

Where and why does the text depart from the conventions of the genre:
The band stays in one location for the whole music video but I think thats a good thing and makes the music video more interesting.

What sort of audience do you think the video is aimed at and how typical was this of the genre/style of music: 
I think the music video can be aimed at everyone because of how fun it looks and how energetic everything is, also everyone can understand what they're saying and it doesn't contain any explicit language either. 

What sort of person does it assume you are:
It assumes you are a fun and creative person who likes creative videos and is also very arty because of what they do with objects and how they shoot the music video.  

What assumptions seem to be made about your class, age, gender and ethnicity:
There are no real assumptions about your class, age, gender or ethnicity because they're all just having fun and the lyrics don't hint at anything to do with them either so the song is just meant to be happy and energetic. 

What interests does it assume you have:
It assumes you like creativity and art because of the drawings they use and also because of the the way the music video is shot.

What relevance does the text actually have for you:
The video is all about having fun and being creative which i like doing so I like to watch the video.

What knowledge does it take for granted:
It doesn't really take any knowledge for granted apart from maybe if you don't have a cousin then that could be a problem. 

To what extent do you resemble the 'ideal reader' that the video seeks to position you as: 
Because I'm creative, I like art and I also like to have fun. I am an 'ideal reader' for the text.

Are there any noticeable shifts in the musics style:
No the music stays consistent to it's genre throughout the video. 

What response does the video seem to exspect from you: 
A happy and energetic response that makes you feel happy and want to have fun.

How open to negotiation is your response: 
Well the song is a happy song so if you're feeling sad it could make you happy, but it could also annoy you so it's probably a closed response song if anything. 

Is there any penalty for not responding in the expected way:
Not really you will probably just not want to listen to the song after a while if you don't respond how they want you to. 

To what extent do you find yourself 'reading against the grain' of the text and the genre:
I don't find myself reading against it at all because I can relate to the song and I respond how they want me to respond to the music. 

How typical do you think this video is of a music video: 
I don't think this is a typical music video because of the continuous shot they use with the different shots within it and because they don't change the back drop or setting of the video either but I think all these things make the music video and are good things. 

Alternative Video Analysis: Givers - Noche Nada

This casual music video gives off a fun and light-hearted atmosphere, which has been captured by a small group of friends having fun on camera by dancing, walking, driving, rowing, spinning round and round, playing, laughing and doing every-day activities. The two girls are dressed in casual outfits and have been lightly styled, to give a natural and every-day appearance, which takes the video away from being a performance video, as well as tying in with the beat and feel of the song. Slightly more styled outfits have been used when the wedding location is on show, as this ties in with the narrative, as well as demonstrating natural events, such as dressing up and having fun at a wedding. The male characters in the video however are even more relaxed than the girls, wearing only shorts and t-shirts. This gives the same casual and enjoyable vibe, linking with the song. 

Locations such as the car, streets, a garage, a city, a field, a house, a monument, wedding, market stall, swing, fountain, lake (boats), fairground and concert style venue at the end have been used. The car and walking etc. have been used to show travelling, which makes this video more of a narrative, however since the actions don't have much relevance to the song, it can also be seen as disjunctive, but with a loose narrative technique. I like the method of including the travelling in, as you can look out of the window and jump cut to the different shots of location, to show time passing in a simple way. 

The band is not used in this video, as in The Givers other performance videos I can see that these characters are not part of the band. No singing is done by these characters, and this is something that I will need to incorporate into my video. 

I really love the way the video has been edited, as it cuts to a different frame every time the beat occurs. The beat of the song is uneven, yet runs in a similar pattern throughout the song, apart from the 'middle eight' which has a loose beat to it. During this section the editing is tied to the melody and tune of the song, however there is no structure, and long shots are mixed in with shorter ones, changing when the director feels appropriate. 

When filming, the camera is never still. It is either moving in one direction slightly, following or contrasting the movements of the friends, zooming in quickly whilst filming (or zooming out). A tripod cannot have been used to achieve this effect, as some of the shots are also shaky, like when using a hand-held camera. I like this affect as it feels natural and like you are part of the action, involving the audience and providing non-static camera methods that make the video more interesting to watch. 

To achieve this affect, a large amount of footage will have been taken, however some of it would have been in the same shot, yet edited to look jumpy and disjointed. For example, the scene in the field with the two girls, and then one guy dancing, can have been filmed in one long shot, and then just edited. The camera will have been moving, or taking the same footage from different angles and zooms, as well as doing these things whilst filming continuously. This affect is really good, as it shows the continual journey, yet makes it interesting through the use of editing. 

I really like the idea of the style in Noche Nada, as I can film things in various locations such as on holiday in Austria, Coombe abbey, supermarkets/markets, town centres, cinema etc. However, in this video the same characters are used throughout, and with filming many different things in different locations, this may be difficult to achieve, and still use the same people in the video. I really want to create a video along these lines, and other songs by the Givers will also be good due to their unique and mellow sound. 



Why did you choose the text you are analysing? 

It's an unusual video and by one of my favourite bands. I love the song and enjoy the light hearted feeling the video portrays.

In what context did you encounter it?

Before downloading the album I wanted to listen to the songs in full and went on YouTube to find the video in order to listen to the song.

What conventions of the genre do you recognise in the text?

- Dancing
- Stars multiple people
- Outdoor locations
- Costume changes
- Jump Cuts
- Fast paced editing
- Variety of angled shots
- People in the video who aren't the band and don't sing; creating a narrative

What influence do you think this context might have had on your interpretation of the text? 

Because I was listening to the song for the first time, I really had to focus on what I could hear and see, and because I liked the song, my feelings for the video were automatically the same.

To what extent does this stretch the conventions of it's genre?

The fact the band isn't in the video breaks one of the largest used conventions, however the narrative containing people singing is also commonly used. The 'narrative' in this video however doesn't really portray any real story, just shows several events such as a wedding, a trip to a landmark and a party at the end. 

Where and why does the text depart from the conventions of the genre?

The people in the video are not band members, showing every day people such as the audience can have fun, not just celebrities. The actors haven't been lavishly or excessively styled, they don't look glamorous like stereotypical artists and their outfits.  

What sort of audience did you feel that the video was aimed at? 

I'd say it was aimed at the teenage audience, however it does not adhere to the conventions most thought of when thinking about teenagers, like loud music, concerts, half naked girls/guys, big dance numbers. etc

What sort of person does it assume you are?

Fun, light hearted, eventful, silly, likes to have fun and go out with friends to parties or day trips, doesn't care about looking strange; something that goes against the opinion we all care about what we look like and how others see us

What assumptions seem to be made about your class, age, gender and ethnicity? 

We're not extravagantly posh, we're down to earth, middle class due to the style of wedding in the video and the everyday life locations used etc. People around 20 years old/teenagers are known to have fun, does things for no reason, go on day trips etc. Girls in this video are seen as relaxed, happy, look like they're having fun. 
  What relevance does the text actually have for you?

It portrays things done in real life such as messing about with friends, going to weddings and parties, they seem down to earth and like regular people, not just famous celebrities whose lives are so different to ours. It's similar to the days out and messing around that we all experience at some point.

What knowledge does it take for granted?

We like seeing other people do what we do and have fun, it reassures us that we're not the only ones who act differently, it takes the knowledge that we all want to fit in but have a good time. 

To what extent do you resemble the 'ideal reader' that the video seeks to position you as?

I do random things and have fun, singing and dancing is amusing with friends as you can have a laugh. I often have days out like they do in the video so I know how much fun you can have and whilst the video makes me smile, I also recall times that i have spent in similar locations.  

Are there any notable shifts in the videos style?

When the music changes in the Middle Eight the editing style changes as to cut in time to the beat requires longer shots and more irregular editing. The scenery also changes from the day to the night, meaning the lighting and shots are different. 

What responses does the video seem to expect from you?

Smiling, thinking about happy times with friends, relate to the events, teenage lifestyle comparisons.

How open to negotiation is your response (are you invited, instructed or coerced to respond in a particular ways)?

It's hard to watch the video and feel something other than happiness due to the fact the audience is invited into the happiness and enjoyment of the characters

Is there any penalty for not responding in the expected ways?

No, because the band isn't that well known, and society hasn't accepted them as a band 'everyone should like' like bigger bands and stars e.g. One Direction 

To what extent do you find yourself 'reading against the grain' of the text and the genre?

I don't due to the fact the song has no hidden meaning and the video is simple and effective, I am in the intended audience, therefore feel what the producers intended us to. 

How typical do you think this video is of Music Videos? 

It's not very typical due to the fact it looks low budget and ordinary and there are no post-production effects, lighting, large amounts of choreography, glamorous or sexy outfits that most female artists or bands may wear. I've not seen many other music videos along the lines of this one, and that makes it unique and atypical.  

Alternative Video Analysis: Alt-J - Breezeblocks

This video is creative and new, as the whole of it is in reverse, meaning the narrative starts at the end, and finishes at the beginning; something that hasn't truly been explored before in many other well known videos. The videos explores the theme of domestic violence. 

The lack of artist or band in the video is common in indie or alternative music, as they prefer to demonstrate an event or story, more than perform their song for a video. The video's narrative has amplified the lyrics 'She may contain the urge to run away, but hold her down with soggy clothes and breezeblocks' as the story shows a man in a struggle with a woman, leading to him killing her using the method from the song.

Various different camera angles are used due to the movement of the video; no-one is ever really standing still. Low lighting has been used to portray the violent and depressing tone that the video aims to show. 



Why did you choose the text you are analysing?

The video is different and interesting to watch. Every time I watch it I notice things I didn't before and it's also interesting trying to piece it all together, and switch the video round in your mind to work out the reason behind the murder. 

In what context did you encounter it?

I liked the song, then watched the video on YouTube not really knowing what to expect

What influence do you think this context might have had on your interpretation of the text?

I watched the video with an open mind, as it was the first time I had seen it; I don't think it really influenced my thoughts, as I decided for myself whether I liked it or not

Which conventions of the genre do you recognize in the text?

-Narrative without an artist singing
-Theme portrayed and explored 
-Casual clothing, nothing over the top
-Continuity editing

To what extent does this text stretch the conventions of it's genre?

It's a heavy and serious subject that contrasts with the more light-hearted and fun themes in other music videos, and because the topic portrayed is very real and gritty, it's not so much as an Indie music video, it's deeper than the superficial, manufactured bands in the pop industry.

Where and why does the text depart from the conventions of it's genre? 

One of the conventions rarely even thought about is the fact the footage usually plays in the usual start to finish way, yet this video is unique and has reversed all of the shots; bottles that start broken end up whole, and people who begin the video dead, come back to life. 

What sort of audience did you feel the video was aimed at (how typical was this of the genre/style of music?)

Because the band weren't that well known when this song was released, they probably wanted to do their own thing, so they could make a name for themselves. The director of this video was Ellis Bahl, and so fans of his work would have checked this video out. I don't really know who the intended audience is, as it's not a stereotypical video and it's unlike others in the genre of music. I'd say the music was aimed at teenagers/early 20's, however it may appeal to other age groups, therefore the video appeals to the people who like the music

What sort of person does it assume you are?

Depending on how you react to the video, it can either mean you enjoy watching violent things or you understand the horrors of violent deaths and domestic abuse. 

What assumptions seem to be made about your class, age, gender and ethnicity?

Because the woman can be seen as the victims in this video, assumptions could have been made that females are the weaker gender, but that we should also feel sorry for the women and victims things like this have happened to

What interests does it assume you have?

I can't say it does assume we have interests in anything, as the video is unlike most peoples normal life, and can't really sum up an age group as a whole, or things that define people such as teenagers

What relevance does the text actually have for you?

It doesn't really hold any relevance to me. The clothes used and the setting are similar to every day life and the type of things I wear and have in my house. As a media student I can appreciate the work and effort that it must have taken the producers and camera men, and I think the editing technique is innovative and something I can attempt in my music video

What knowledge does it take for granted? 

The video has taken advantage of the need to be eye-catching, introducing an interesting editing technique that makes the viewer think about the action and then stays with them for a while 

To what extent do you resemble the ideal reader that the video seeks to position you as?

I'm a fan of the song and a few others of Alt-J, so the fact I like their music makes me the intended audience, however I don't think there is a specific audience for the video, except their fans

Are there any notable shifts in the video's style?

The video is consistent the whole way through, therefore there are no shifts in the style

What responses does the video seem to expect from you? 

I think the response that's most common would be shock, due to the fact the music video portrays a murder, however the audience may also be intrigued due to the nature behind the murder, and who is the true victim

How open to negotiation is your response (are you invited, instructed or coerced to respond in particular ways?)

It is thought that the dead woman found out the man she was seeing was married, so in spite she ties the wife up and attacks her lover, causing her to die because of his act of either anger or self defence. This is meant to provoke a shocked reaction from the audience at how cruel and disturbing the male character is. Thinking this is more of an instruction, due to the fact that if you root for the killer who isn't even an anti-hero, and is just a disturbing, cheating character, this makes you a slightly disturbed person yourself, in the eyes of society. 

Is there any penalty for not responding in the expected ways?

You might be seen as a horrible or disturbed person, because of the violent nature of the video

To what extent do you find yourself reading against the grain of the text and genre? 

I only see the brutality and violence of the video, but I still enjoy watching it for the unusual reverse footage and working out the motives behind the characters; it's almost like a small crime thriller

How typical do you think this video is of Music videos?

Because the lyrics are amplified through the use of visual characters and movements, it's typical of a variety of music videos. However the theme and reversed footage is something different and that not many other people have explored in depth, and the violence of the video makes a change from the parties and light-hearted singers having fun in their own video