Examples of Other Texts

CD Covers:

 Looking at these covers it is clear the genre we have picked uses various different styles. A typical convention of any album cover is to have the artist's name and a photo of the artist(s) on the cover, as well as the name of the album. Looking at these covers it seems that the album and artist name nearly always feature, possibly more for practical reasons than anything else as it allows the audience to know what they're buying. However, it is not as typical to have the artist on the cover, particularly it seems with bands made up of men. Instead their covers often feature women or a piece of artwork accompanied by the artist and album name. The female artists more typically feature themselves. I think it is interesting that both genders seem to feature females on the cover, this is possibly something to consider for ours as it clearly appeals to the audience. The male artist covers are more simple so are probably aimed slightly more at males, or represent the the fact that the artist is male. The female artwork is more artistic and creative, which could again represent the artist but also be more aimed at females. However, I think all these album covers appeal to both genders overall. The typed words also reflect the band or the album in particular. They're either the bands logo or a very simple stand out font, which could represent the music itself.

Examples of other texts that fit into our alternative/indie genre.

This video 'Skinny Genes' by British recording artist Eliza Doolittle fits in well with our genre. The song was released on April 11 2010 and it came from her own album called 'Eliza Doolittle' which is very catchy and the indie-pop genre is very clear throughout the lyrics and visuals of the video. Her style is also very indie and eye-catching and the bright colours create a very vibrant theme. These characteristics will be taken into consideration in our music video to keep the genre consistent and clear.

'Norgaard' by The Vaccines is quite a short song but is a good example of the genre we are aiming to use. The lyrics relate to their target audience which makes the visuals so appealing. The song is from their debut album 'What did you expect from The Vaccines?' which was released on 14 March 2011 and the indie genre is consistent throughout the whole album. I like the simplistic setting of this video and also the performance and story aspect of the video. This way the lyrics has a relationship with the visuals. The band is becoming more and more popular and their style is very trendy so is appealing to their target audience.

This video by Vampire Weekend is what we aim for our video to look like. I like the performance aspect of the video as the set is very basic but makes you focus more on the band as a whole. The editing is used very effectively to make the movements and visuals more static. The bright outfits of the band members also break up the plain background and helps express the indie style.

Little Comets are very popular in the indie/ alternative industry. I like the features of this video as they express this genre very clearly. Some examples include regular costume changes, high quality editing, simple sets, performance from the band and the lyrics relating to the visuals. We may choose to use these common indie conventions in our music video.

This video by Two Door Cinema Club is another good example of our genre of our band. They have regular eye contact with the camera and I like the variety of camera angles and shots that are used. The mise en scene is quite complex as there are many locations but once again I like the performance aspect as well as the story so that it expresses the genre clearly. Their style is once again very fashionable which appeals to fans of the indie genre and the bright colours stand out even more.

This video by The Ting Tings focuses more on the performance of the band more than the illustrative aspect. I like the plain, simple set and it makes you focus more on the band and it doesn't make the video hard to follow. I like the characteristics of the camera angles and shots as they work well with the artificial lighting. They make the video more interesting as the contrast to the simple idea of the video.

This video is in more of a realistic setting but it helps tell the story and captivates the audiences attention throughout. The indie genre of the song is quite catchy and their unusual style also stands out which appeals to the audience as it makes it more interesting to watch.

As a group we will take specific features from each of these videos for inspiration for our own music video. We will adapt and challenge these characteristics so we can make sure our band fits into the indie genre just like the other artists do.

Audience Profile.

Name: Steph Jarram

Age: 17

Occupation: Student / Sales Assistant

Background: I am currently in year 13 at college and I am studying media, ICT and psychology. After my final year at college I plan to move to Chicago for a while before coming back to start University. I have a huge passion for music, inparticularly pop, rock and indie. I am also interested in art and fashion and enjoy keeping up to date with the latest news and gossip. I like to keep busy and try new things. My two current hobbies are mountain biking and playing the drums. I have been playing the drums for roughly 6 years and I enjoy drumming to current songs as they all have different beats and tempos. I like to involve myself with media habits such as buying magazines and having a facebook and twitter account.  In my spare time I go out with my friends and I also have a part time job which I fit in after college. I am a sales assistant at Dorothy Perkins where I have been working for the last 9 months. I like to explore and listen to new artists who are quite unique. Some examples of bands that I like at the minute include Jessie J, Pixie Lott, The Vaccines, Two Door Cinema Club, Rizzle Kicks, Muse, The Drums, Ed Sheeran, Beyonce, Foster The People, The Wombats and many more.

Ambitions: In the future I aim to get a job in either ICT or media. I enjoy both subjects and I will be going to University to study one of them. I will also stay at my part time job and work up the levels to see how high I can get. Art and fashion also interests me as I have taken them as subjects previously so if I get any opportunities involving them I may decide to choose a career in them too.

Musical preferences: Pop, Rock, Indie, Alternative.
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After producing this audience profile we have identified what our target audience are looking for. This is just one example of a person that fits into our target audience but as a whole our band will appeal to both male and females aged between 16 and 30 who enjoy indie and alternative music.

Ideas on artists.

For this section we discussed what artists and band's songs and styles we may use for our own music video. Before this we decided on our genre so that it narrowed down what we were looking for. We researched both male and female artists to help us decide exactly what we wanted. We found that all artists are very unique and individual in their own way so we must consider this as the videos will be harder to make. Some are also bigger than others, for example Jessie J compared to Christina Perri. Christina Perri is very new to the industry so has a lot of competition with someone like Jessie J as she has done so well. Her videos are also at a higher standard as she has a bigger budget due to her popularity and the amount of albums and singles she has sold. Our decision was that it would be too difficult to use somebody like Jessie J because her genre does not fit into our alternative/ indie genre and her videos are far too complex. We may choose to use a band such as Two Door Cinema Club and follow the structure of their videos as they are much more simplistic but still intriguing to their target audience. By researching these artists it will help us decide on a band name and a song which we can then put into a mood board to develop further ideas.



Conclusion from our research to date.

After looking at a variety of different music videos covering each of the 3 genres, we have came up with a few ideas on the genre of our video and also a rough idea of a song. The music genre we have chosen to use is alternative/ indie and the video genre will cover the illustrative category. After choosing the genre of our music video we have researched artists and bands that fit into this type of music. These will be listed on our mood board and this is further research before coming to a final decision of a song choice and band name. When we looked at other indie/alternative videos and artists we came to the idea of using one of Two Door Cinema Club's songs as we like the simplicity of their videos and the idea of seeing the band perform but also having the illustrative aspect as this appeals to their target audience. We came up with the idea of having just one male singer and having the rest girls playing the instruments. This way you can see the band perform but also see what happens throughout the story. Our target audience is people our age who enjoy indie music. This age range covers roughly 16-30 year olds. The band will also appeal to both male and females.  

Textual Analysis of Music Videos

Name of Track: Violet Hill

Artist: Coldplay

Observations and Examples
Genre Characteristics: 
Coldplay mostly fit into the alternative rock genre of music., which means this video would most likely fit into the amplification genre of music videos. This is because there is both performance by the band and a narrative, however this narrative is unusual and can be left to the audiences' interpretation. There is very much a link to the song, particularly between the music and visuals as the editing is very much kept in time to the beat of the music; seen when the band perform outside what seems to be a stately home. There is also a link between the visuals and lyrics because of the anti war message of the song. This can be seen visually by the french revolution styled clothes the band chose to wear and the setting of the deserted mountains.  However the video does contain illustrative elements such as the violet sky over a hill at the beginning of the video and the strong emphasis on the performance of the band. There is also a lot of close-ups of the band members, particularly the lead singer Chris Martin singing, which is typical of an illustration genre video, but also of Coldplay as a band looking at other videos by them. 

Relationship Between Lyrics and Visuals:

The main relationship between the lyrics and visuals is through the lip syncing we see from the lead singer. There is also a key link with the mise en scene that give a soldiers at war theme, seen in both the lyrics and from the video. The look of the band, with the war themed outfits and the dirty appearance shows the struggles of war which links to lyrics such as 'I don't want to be a soldier, who's the captain of some sinking ship'. 

There is also a relationship seen as most of the time when Chris Martin sings ''If you love me, won't you let me know' the shot is a close up of his face. These lyrics are very personal and are supposedly meant for an individual, explaining why these shots have a feeling of the lead singer speaking to someone face to face. 

Towards the end there is more gentle sound to the music and the lyrics include 'we sat in snow'. During this we see Chris Martin walking through snow.

Relationship between music and visuals:
This can mainly be seen from the editing throughout the video as it is very much to the beat of the music. At the beginning the very slow music fits in with the slow movement of the environment, such as the clouds in the sky or the sun light moving over a mountain. The band walking during this music is also in slow motion, linking to the pace of the music. 
During a particular drum beat after the first chorus, the editing once again shows the relationship as as the drum beats the shot changes. In this case it changes between black and white shots of the band and Chris Martin banging a hammer ion time to the drum beat. During the fast paced, heavier music the shots are sped up, showing the actions of the band to be dramatic.



Close-ups of the Artist and star image motifs? 
There are many close-ups of all the band members, particularly Chris Martin. However, although there is a lot of straight forward face on shots, there is also varying angles of the band members. They also fitted several members of the band into shots in different arrangements. I found this very effective and thought it made the video much more interesting to watch. These shots are not always close-ups there are longs shot silhouettes that still hold the band in focus, and the arrangement of the mid shots outside the house, also focus on the band. Also, conventional of a bands performance is the camera shots focused on the instruments being played, which are mainly close ups.

Intertextual References:
This video is mostly referenced to war. So the mise en scene is based on the idea of the band being in a war environment, as soldiers prepared for war. The outfits are based on the French revolution and the setting seems based in Europe and is very similar to that of settings for war films, which is likely to be where the inspiration came from, as well as real war evidence. 

Music Video Analysis